Welcome to Nucleo number 26, where we bring together interesting industry content that we hope you find valuable, by using our core competency of unlocking the potential of zeitgeist communication and our four pillars.
☵ Strategy and Creativity Mix
Brilliant Spotify campaign celebrates the contrasts of being Gen X. The streaming service is currently running one of its best outdoor campaigns ever and it’s aimed squarely at teens of the ’80s and ’90s. The “Listen Like You Used To” campaign, from London agency Who Wot Why, contrasts the way today’s 40s-50s crowd enjoyed music back in their youth versus the comfortably bland realities of today. ☛ Read more
Burger King caught customers napping for ads about how filling its sandwiches are. Most fast-food campaigns like to celebrate the first bite of a burger and then fade to logo, but this Burger King print campaign takes you straight to the other end of the meal: the post-gorge nap. We Believers agency created the “Food Coma” campaign for Burger King in Mexico, but the global brand has already licensed the ads to run in other markets across the U.S., Latin America and Europe. ☛ Read more
☵ Digital Marketing as Sales
Why Avon is ‘getting rid’ of its marketing rule book to attract Gen Z. Avon is “completely getting rid of its marketing rule book” in order to attract Gen Z, consumers aged between four and 24. The 130-year-old brand has developed a three-point plan for attracting a new generation that spans every aspect of marketing. “It’s about products, positioning and doing the right thing. That’s how we’re addressing the next generation,” explains the company’s chief brand and beauty officer James Thompson. ☛ Read more
☵ Merging Editorial + Campaign Content
TikTok will revitalise the Super Bowl, but not as a sporting event. The NFL is planning to create elements on TikTok that advertisers will be able to sponsor. However, when working on content and format, advertisers need to bear in mind some guidelines. Due to the young age of its user base, there is a huge responsibility on brands to ensure ads are authentic and safe for consumption. Brand messaging must also be quick and sticky so creative is more important than ever to capture the attention of an audience moving from one video to the next. ☛ Read more
☵ Product is Communication too
YouTube is bringing masthead ads to connected TV, its fastest growing medium. YouTube is now making masthead ads globally available within its connected TV app. YouTube is hoping to draw even more ad dollars to its fastest growing medium. Anish Kattukaran, YouTube Ads product lead for emerging experiences, said the company’s CTV app has been the “fastest growing surface across all of YouTube” for the last few years. ☛ Read more
Facebook touts ‘playful’ commercial offering as it rolls out playable and AR ads. Facebook has unveiled three new commercial products — poll, playable and augmented reality ads — in a bid to satisfy advertisers’ desire to playfully interact with consumers without the need for heavyweight software development. Announced last week, the suite of ad products signals a more interactive focus in the social giant’s sell-in to brands. ☛ Read more
