4A's Kaplowitz, Razorfish's Campo talk AI and agencies

Majority recreates classic 1994 Sprite ad | Maximum Effort pits "Dave vs. Busta" | GSD&M shows Southwest Airlines' "Big Flex" Created for {EMAIL} | [Web Version]( April 19, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( ADVERTISEMENT Top Story [] [Majority recreates classic 1994 Sprite ad]( [Majority recreates classic 1994 Sprite ad]( (Sprite/YouTube) Majority is bringing back Sprite's "Obey Your Thirst" tagline in a 30-second spot that recreates a classic 1994 ad starring NBA player Grant Hill, who is replaced in the main role by current NBA star Anthony Edwards but pops up at the end of the ad. The campaign, supported by WPP's OpenX including Ogilvy New York, Momentum Worldwide, VML and EssenceMediacom, is running across connected TV, digital video, social, audio and out of home. Full Story: [Ad Age (tiered subscription model)]( (4/18), [Marketing Dive]( (4/18) [LinkedIn]( [X]( [Facebook]( [Email]( Win Gen Z with rewards they love Fetch, America's Rewards App, is the platform Gen Z uses to explore new products, decide what to buy and share their rewards journey with friends. With Gen Z comprising 30% of the app’s user base, and as the stickiest shopping app for the demographic, the platform is an indispensable partner for brands to develop and nurture lifetime consumer relationships. Learn more about how Fetch helps brands find, win and retain Gen Z consumers. [Read the infographic](. ADVERTISEMENT: [] Creative [] [Maximum Effort pits "Dave vs. Busta"]( [Maximum Effort pits "Dave vs. Busta"]( (Dave & Buster's/YouTube) Maximum Effort created a "Dave vs. Busta" campaign for Dave & Buster's that hypes a showdown between Lil Dicky, aka Dave Burd, and Busta Rhymes to determine which half of the brand's name will be kept during a promotional event that slashes 50% off the chain's menu for rewards members. A humorous 60-second spot, running across connected TV, digital and social, shows Busta Rhymes preparing to take down a clueless Lil Dicky. Full Story: [Ad Age (tiered subscription model)]( (4/18), [Muse by Clio]( (4/18) [LinkedIn]( [X]( [Facebook]( [Email]( [] [GSD&M shows Southwest Airlines' "Big Flex"]( [GSD&M shows Southwest Airlines' "Big Flex"]( "I Pack a Lot of Shampoo" spot (Southwest Airlines/YouTube) GSD&M, with Spark Foundry, created a "Big Flex" campaign for Southwest Airlines that's running across linear, streaming and cable TV, supported by audio and social content. A series of spots show travelers benefiting from the airline's flexible perks, such as changing flights without fees or taking extra luggage for free. Full Story: [Ad Age (tiered subscription model)]( (4/18) [LinkedIn]( [X]( [Facebook]( [Email]( 2024 SmartBrief Reader Survey SmartBrief is running a quick five-minute survey to better understand our readers' interests to develop the next iteration of our newsletter. As a thank you for completing the survey, you will be entered to win one of three $150 Amazon gift cards. [Start the Survey Now]( ADVERTISEMENT [] Agency Insider [] [Cactus' Shea Tullos talks favorite work]( Shea Tullos, group creative director at Cactus, talks about creative inspirations and favorite work. Tullos explains why working on "Winning Country" for the Colorado Lottery was one of his favorite projects and why Arnold's "Big Day" for Volkswagen was a source of inspiration. Full Story: [Muse by Clio]( (4/18) [LinkedIn]( [X]( [Facebook]( [Email]( [] [4A's Kaplowitz, Razorfish's Campo talk AI and agencies]( Marla Kaplowitz, president and CEO of the 4A's, spoke with Josh Campo, CEO of Razorfish, at a recent event about how creative agencies are being affected by AI. "It is important for us to safeguard creative. We are in a fundamentally creative industry. We need to protect that," Campo said. Full Story: [Media Village]( (4/17) [LinkedIn]( [X]( [Facebook]( [Email]( Convergent TV strategy Sponsored Content from The Nielsen Company [Mastering linear & streaming]( In the age of media convergence, planning for linear and streaming platforms is paramount. Nielsen's 2024 Upfronts/NewFronts Guide is your key to understanding the audience's traditional and digital viewing habits. This essential guide empowers you to navigate the complexities of today's TV landscape, ensuring your strategies resonate across all channels. [Because behind every good decision is great data](. [] Agency News [] [Rafael Rizuto departs Dentsu Creative to join Ogilvy]( [Rafael Rizuto departs Dentsu Creative to join Ogilvy]( Taylor and Rizuto (Ogilvy) Rafael Rizuto left Dentsu Creative to become Ogilvy's chief creative officer of North America. "Like Ogilvy, he believes in creativity's ability to drive business -- it's an ability he has proven across his work, at agencies and as an entrepreneur," said Liz Taylor, global CCO of Ogilvy about Rizuto. Full Story: [Adweek]( (4/18) [LinkedIn]( [X]( [Facebook]( [Email]( [] - [Strange Family opened by former Butchershop execs]( Ad Age (tiered subscription model) (4/19) [] - [And the US Cannes Young Lions winners are …]( Adweek (4/18) [] Media & Technology Trends [] [Luminate gives advertisers access to RMN]( [Luminate gives advertisers access to RMN]( (SOPA Images/Getty Images) Luminate's new Insights Activation feature connects Luminate to Walmart's retail media network, giving advertisers self-service access to first-party charter data. Walmart plans to offer the service to its charter suppliers and agencies before the year ends. Full Story: [Ad Age (tiered subscription model)]( (4/18) [LinkedIn]( [X]( [Facebook]( [Email]( [] 4A's News [] [4A's Membership Guide for Emerging Professionals]( Emerging professionals and industry newcomers, in particular, will find that the 4A's serves as a subject-matter expert, career coach, research specialist, strategy consultant, media specialist, ESG, data and tech advisor helping them navigate the complex, fast-changing industry. With your agency's 4A's membership, you have access to a wide range of free and discounted resources and insights to help you in every aspect of your work. Learn [more in this guide]( and take advantage of your agency's 4A's membership. Managers, [please share this guide]( with your emerging professionals and industry newcomers! 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