Hasta La Creative!

Gillette has a new take on “The Best a Man Can Get” in a campaign from Grey that tackles bullying, sexism and #MeToo, laying responsibility on men to be better.

“Is this the best a man can get?” a voiceover asks with an ironic tone as a gang of bullies chases a victim through a screen showing a vintage ad for the razor brand. The new work marks the 30th anniversary of the tagline, originally introduced in the 1989 Super Bowl ad depicted.

“Men need to hold other men accountable,” says Terry Crews, a sexual assault victim and former pitchman for Gillette’s Procter & Gamble Co. sibling Old Spice in testimony before Congress used in the long-form video. That’s essentially the message of the “We Believe” ad, which introduces a new variant of the tagline “The Best Men Can Be.” Short form 30- and 6-second versions will also begin running online Monday.

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Petco has hired independent media agency Horizon Media as its strategic media agency of record just one month after the pet retailer brought on Anomaly as its new creative agency and four months into the tenure of its new Chief Marketing Officer Tariq Hassan.

Last month, the chain said its in-house media team was working with Portland-based Sq1 on digital media. Petco continues to work with Edelman, its PR agency-of-record.

Under pressure from startups in recent years, traditional retailers like San Diego-based Petco have been forced to pivot to remain relevant to pet owners, of which roughly 40 percent are millennials, according to the American Pet Products Association. Several brands are vying for their piece of the $63 billion pet industry as millennials become pet owners in order to practice parenting before having kids. Petco in particular has been focused on improving its retail strategy.

Continue reading at AdAge.com

In the first episode of “Mad Men,” ad agency exec Roger Sterling drags David Cohen, the only Jewish person at the company, out of the mailroom to pitch to Menken’s department store. He doesn’t get to speak. He’s just there to make the client “feel comfortable.”

That kind of tokenism is less naked these days, but it’s still a familiar situation for many minorities of all kinds, pulled into meetings or focus groups for the sake of optics or to meet the letter but not the spirit of diversity quotas. The scenario plays out in a new PSA from creative agency Oberland. Two self-congratulatory executives pull an Asian-American coworker into a pitch for Tokyo Steakhouse. One of the many problems with that approachshe’s Chinese, not Japanese.

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We Are Unlimited was formed as a dedicated shop for McDonald’s work. Its plan has been to eventually seek outside work, which it’s now doing. Omnicom sibling media agency OMD Chicago is also involved in the project.

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Influencers on Instagram embraced Stories in 2018 as a way to let their creativity shine through, and brands soon followed suit, executives in the sector said in response to a new study by Klear. In an analysis of the more than 2.1 million sponsored posts on Instagram last year that contained the #paid hashtag, the…

The direct-to-consumer landscape was already set to get even more crowded this year, with new offerings from Disney, AT&T and Apple joining the fray. Now yet another big media company is ready to try its hand at OTT, as NBCUniversal said today it is prepping its own ad-supported service, which will be ready in early…

A Skittles desde o ano passado vem esnobando a disputa pelos desejados espaços publicitários da transmissão do Super Bowl para buscar campanhas mais doidas e que chamem a atenção do público que não necessariamente acompanha a grande final da liga de futebol americano. E se na última edição do evento a marca criou um comercial …

O post Ao invés de anunciar no Super Bowl, Skittles este ano vai lançar um musical da Broadway apareceu primeiro em B9.

Há quase trinta anos, a Gillette lançava um dos slogans mais marcantes de sua trajetória, o “The Best a Man Can Get”. Debutado no Super Bowl de 1989, o comercial de um minuto alinhava a marca de higiene pessoal com o que na época eram considerados os ideais de masculinidade, da superação física até a …

O post Gillette resgata icônico “The Best a Man Can Get” para atualizar significado de masculinidade apareceu primeiro em B9.

Petco has hired independent media agency Horizon Media as its strategic media agency of record just one month after the pet retailer brought on Anomaly as its new creative agency and four months into the tenure of its new Chief Marketing Officer Tariq Hassan.

Last month, the chain said its in-house media team was working with Portland-based Sq1 on digital media. Petco continues to work with Edelman, its PR agency-of-record.

Under pressure from startups in recent years, traditional retailers like San Diego-based Petco have been forced to pivot to remain relevant to pet owners, of which roughly 40 percent are millennials, according to the American Pet Products Association. Several brands are vying for their piece of the $63 billion pet industry as millennials become pet owners in order to practice parenting before having kids. Petco in particular has been focused on improving its retail strategy.

Continue reading at AdAge.com

Every weekday we bring you the Ad Age/iSpot Hot Spots, new TV commercials tracked by iSpot.tv, the real-time TV ad measurement company with attention and conversion analytics from more than eight million smart TVs. The ads here ran on national TV for the first time over the weekend.

A few highlights: A newly deceased (but fictional) “Uncle Edward” plays a recurring role in a family’s plans to play hooky with the help of their Volkswagen Atlas. Axe hypes its new Ice Chill Body Spray with the tagline “You’re hotter when you’re chill.” And the Bud Knight has some advice for none-too-bright archers who are just trying to follow the king’s order regarding beer labels (E.J. Schultz has the backstory on the campaign: “Bud Light adds nutritional labeling to secondary packaging”).

Continue reading at AdAge.com