AI tags causing "big ripples," says agency executive

Johannes Leonardo, Volkswagen drive the "Water Girl" | Publicis, Walmart unveil shoppable musical | TiNY, American Century ask "What the Putts?" Created for {EMAIL} | [Web Version]( July 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 [] [Johannes Leonardo, Volkswagen drive the "Water Girl"]( [Johannes Leonardo, Volkswagen drive the "Water Girl"]( (Volkswagen USA/YouTube) Johannes Leonardo's 30-second spot for Volkswagen, directed by Olivia Wilde with women-led creative and production teams shows a little girl filling up the family's Atlas with a quirky collection of jars and bottles of water, watched on by her pet tortoise. The "Water Girl" spot concludes with her handing them out to her sister's soccer team as copy reads, "For whatever fills your cups. The Volkswagen Atlas." Full Story: [MediaPost Communications (free registration)]( (7/29), [The Drum (free registration)]( (7/29) [LinkedIn]( [X]( [Facebook]( [Email]( [] Creative [] [Publicis, Walmart unveil shoppable musical]( [Publicis, Walmart unveil shoppable musical]( (Walmart/YouTube) Publicis Groupe created a five-minute "School Style Decoded" musical for Walmart, which features kids showcasing back-to-school trends, led by TikTok influencer Taylen Biggs and YouTube creator Kat Stickler. Parents can shop the 250 items in the ad by clicking the spot on YouTube and by using the Text to Shop feature on Roku, while shorter versions on TikTok also are shoppable. Full Story: [Adweek]( (7/29) [LinkedIn]( [X]( [Facebook]( [Email]( [] [TiNY, American Century ask "What the Putts?"]( [TiNY, American Century ask "What the Putts?"]( (American Century Investments/YouTube) TiNY's campaign for American Century Investments features a comedic 30-second "What the Putts" spot that touts the firm's financial support of the Stowers Institute for Medical Research while showing an awkward golfing moment. The ad debuted during NBC's and The Golf Channel's coverage of the celebrity golf American Century Championship Full Story: [ShootOnline (free content)]( (7/29) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [VML's Debbi Vandeven talks favorite work]( Debbi Vandeven, global chief creative officer of VML, talks about creative inspirations and favorite work. Vandeven explains why Bumble's Super Bowl debut in 2019 is one of her favorite projects and why she's proud of "[Coke-Creating](." Full Story: [Muse by Clio]( (7/29) [LinkedIn]( [X]( [Facebook]( [Email]( [] [AI tags causing "big ripples," says agency executive]( An anonymous agency executive talks about using generative AI, and how Meta's "Made with AI" tag is causing problems by flagging the simplest uses, such as photo retouching, potentially making social users doubt the credibility and authenticity of a brand. "It's such a small thing, but it just shows you there are big ripples that this is going to create. You'll question a lot of stuff," the executive says. Full Story: [Digiday (tiered subscription model)]( (7/29) [LinkedIn]( [X]( [Facebook]( [Email]( FREE EBOOKS AND RESOURCES Free eBooks and resources brought to you by our sponsors - [2024 AI Outlook: Ten Predictions]( - [ITPro Today 2024 IT Salary Survey Report]( - [How AI Prompt Engineering Empowers IT]( - [8 Hot AI Stats from InformationWeek Research]( [] Agency News [] [GSD&M wins creative lead for Corona Extra]( GSD&M won lead creative agency for Corona Extra following a review in which Grey and TBWA participated and incumbent MullenLowe West defended. "Their multi-channel advertising approach and integrated capabilities will address our strategic needs and continue to drive our iconic brand to the center of culture," said Matt Lindsay of parent company Constellation Brands. Full Story: [Ad Age (tiered subscription model)]( (7/30) [LinkedIn]( [X]( [Facebook]( [Email]( [] - [Steven Panariello departs BBDO N.Y. to join BBH USA as CEO]( Adweek (7/30) [] - [Design studio opened by MullenLowe US]( Campaign US (tiered subscription model) (7/29) [] Media & Technology Trends [] [WPP, Nvidia testing 3D creative from generative AI]( [WPP, Nvidia testing 3D creative from generative AI]( Promotion and demonstration video showing generative AI 3D image capabilities from the WPP-Nvidia partnership. (WPP/YouTube) WPP teamed with Nvidia to use the company's generative AI models to build 3D ads and experiences for its clients and is testing the technology with Ford Motor, Coca-Cola and the holding company's Hogarth production unit. The holding company is partnering with Shutterstock to use its assets in 3D environments. Full Story: [Adweek]( (7/29), [Campaign US (tiered subscription model)]( (7/29), [The Drum (free registration)]( (7/29) [LinkedIn]( [X]( [Facebook]( [Email]( [] - [Meta's AI Studio lets US users create AI bots]( Social Media Today (7/29) [] - [Runway Gen-3 Alpha now turns static images into video]( VentureBeat (7/29) [] 4A's News [] [StratFest 2024]( StratFest, the only conference for strategists by strategists, [will take place in NYC on Oct. 1](, with presentations and interactive workshops, including Jay Chiat Award-winning case studies, from leading strategists and thought leaders. This year's StratFest theme, "Lingua Franca: A Common Language to Bridge Creativity and Commerce," highlights the critical role of strategists as translators, bridge builders, and connectors. Through inspiring talks, panel discussions, case studies and interactive workshops, StratFest 2024 will expose attendees to carefully curated topics around the elements of a strong strategy and approaches to articulate it to clients to make the connection between creativ-ese and growth speak. Join us the evening before, September 30, for the Jay Chiat Awards which recognize bold, innovative and impactful strategy in marketing, media and advertising around the world. [Register now](. [LinkedIn]( [X]( [Facebook]( [Email]( [] [The State of Generative AI Inside US Agencies, 2024]( [The State of Generative AI Inside US Agencies, 2024]( (4A's) The latest generative AI survey report from Forrester and the 4A's examines insights about adoption, objectives, use cases, benefits and barriers to help understand the state of generative AI inside US agencies. Learn what other agencies are doing and how you can apply the findings to your agency's generative AI implementation journey. 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