DDB's Sobhani: "Focus on feelings" to win creativity

Uncommon, Supercell intro Squad Busters with epic trailer | Bensimon Byrne, Casey House want to drop stigma of HIV | This "Hasn't Changed," say TBWA\Chiat\Day, Gatorade Created for {EMAIL} | [Web Version]( May 30, 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 [] [Uncommon, Supercell intro Squad Busters with epic trailer]( [Uncommon, Supercell intro Squad Busters with epic trailer]( (Squad Busters/YouTube) Supercell brought out the stars for the global launch of its Squad Busters game, featuring a five-minute film from Uncommon Creative Studio. Chris Hemsworth, Ken Jeong, Christina Ricci, Will Arnett, Bella Poarch and Thoren Bradley are among actors and social media stars appearing in the trailer. Full Story: [More About Advertising]( (5/29), [Ad Age (tiered subscription model)]( (5/29), [Muse by Clio]( (5/29) [LinkedIn]( [X]( [Facebook]( [Email]( Elevate Your Omnichannel Advertising Meet up with the Perion team at Cannes to uncover fresh new ways to elevate above the competition, inspire your omnichannel creative strategy and exceed your brand's outcomes at scale. [Request a meeting](. ADVERTISEMENT: [] Creative [] [Bensimon Byrne, Casey House want to drop stigma of HIV]( [Bensimon Byrne, Casey House want to drop stigma of HIV]( (Casey House/YouTube) Bensimon Byrne and Casey House, a Toronto-based hospital that specializes in caring for those with or at risk for HIV, seek to remove the stigma of living with the virus in a spot titled "Stigmavir" that features a reworked version of Gloria Gaynor's "I Will Survive." The push targets health care professionals, and Casey House is offering a HIV stigma-free symbol, available for download and with a toolkit, for health care providers to display. Full Story: [ShootOnline (free content)]( (5/29), [Muse by Clio]( (5/29) [LinkedIn]( [X]( [Facebook]( [Email]( [] [This "Hasn't Changed," say TBWA\Chiat\Day, Gatorade]( [This "Hasn't Changed," say TBWA\Chiat\Day, Gatorade]( (Gatorade/YouTube) TBWA\Chiat\Day L.A. revised Gatorade's 1990's "Is It In You?" campaign that features an updated 60-second "It Hasn't Changed" spot, narrated by Michael Jordan, who starred in the initial spots. The campaign, Gatorade's biggest, addresses the athletic pressures 53% of Generation Z say they face, per brand research, with Chief Brand Officer Anuj Bhasin saying the campaign acknowledges "how much the sports landscape has changed, while reminding athletes that one thing hasn't -- the inner drive that fuels you -- and that's what matters most." Full Story: [The Drum (free registration)]( (5/29), [Marketing Dive]( (5/29), [Ad Age (tiered subscription model)]( (5/29) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [DDB's Sobhani: "Focus on feelings" to win creativity]( Chaka Sobhani, global chief creative officer at DDB Worldwide, says creative work lands when it connects emotionally, entertains and has a purpose. Sobhani says AI and other technology can unlock creative potential, but content creators should "focus on feelings" to make a connection. Full Story: [Campaign US (tiered subscription model)]( (5/28) [LinkedIn]( [X]( [Facebook]( [Email]( [] [MullenLowe's Lara on helping others find their voices]( Genie Lara, associate director of project management at MullenLowe US, talks about how mentorship is her passion and has its roots in her own personal journey of finding her voice. "Amplify your voice and self-advocate," Lara says as she aims "to help pave the path for the quiet, modest or humble ones who came after me so they didn't have to endure what I did." Full Story: [Ad Age (tiered subscription model)]( (5/30) [LinkedIn]( [X]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our sponsors - [2024 Content Trends & Planning Guide: Discover Your Buyer's Interests]( - [How to Create Lasting Change]( - [[On-Demand Webinars] Beyond Limits: The Power of Content and Insights to Ignite Your Engine for Growth]( - [2024 Unlocked: B2B Content Trends and Marketing Strategies]( - [Course: Introduction to Getting Things Done]( [] Agency News [] [WPP, Anthropic teaming up on AI]( [WPP, Anthropic teaming up on AI]( (WPP) WPP has integrated Anthropic's Claude 3 line of AI models into its WPP Open operating system through Amazon Web Service's Amazon Bedrock. Coca-Cola, Nestle and L'Oreal are among brands using WPP Open, with the holding company's AI focus being on generating ideas, automation and optimization. Full Story: [Marketing Dive]( (5/28), [Digiday (tiered subscription model)]( (5/27) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] [Dentsu raises its outlook for 2024 US, global ad spending]( Dentsu increased its US and global ad spending forecast for the year with momentum behind upcoming sporting events and elections to carry the pace seen so far in 2024. Digital is expected to take an increasing share of total ad spending and reach 62% by 2026, up from 58.2% in 2023, Dentsu says. Full Story: [MediaPost Communications (free registration)]( (5/29) [LinkedIn]( [X]( [Facebook]( [Email]( [] 4A's News [] [GenAI Certification for Advertising: 4 live, virtual sessions]( Equip yourself to implement generative AI in your agency. 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