How to reach Gen Z: Embrace the "Ludic Century"

MullenLowe, Corona, Manning play "Lime Wedge Football" | TBWA\Chiat\Day, Gatorade say "You Know We Got It" | Haymaker gets comedically quirky for Olipop Created for {EMAIL} | [Web Version]( September 5, 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 [] [MullenLowe, Corona, Manning play "Lime Wedge Football"]( [MullenLowe, Corona, Manning play "Lime Wedge Football"]( (Corona USA/YouTube) MullenLowe's final work for Corona USA takes the form of a "Lime Wedge Football" tailgate game created with the help of Eli Manning, who demonstrates how it's played in a 30-second spot. Fans can purchase the limited-edition game or create their own makeshift version and tag the brand for the chance to appear on its social channels. Full Story: [Ad Age (tiered subscription model)]( (9/4), [MediaPost Communications (free registration)]( (9/4) [LinkedIn]( [X]( [Facebook]( [Email]( Elevate Engagement with CTV Advertising Leverage dynamic ads within premium streaming environments to elevate viewer experiences and amplify brand impact. With a deep focus on personalization, we create ads that truly resonate with your audience, ensuring your message captivates viewers and cultivates enduring brand loyalty. [See how.]( ADVERTISEMENT: [] Creative [] [TBWA\Chiat\Day, Gatorade say "You Know We Got It"]( [TBWA\Chiat\Day, Gatorade say "You Know We Got It"]( (Gatorade/YouTube) TBWA\Chiat\Day Los Angeles created a 45-second "You Know We Got It" spot for Gatorade, which begins with NFL star Lamar Jackson leading his locker room in "The Chant," before the inspirational words are taken up by other NFL teams and youth players. The campaign includes a limited-edition merchandise drop created with designer Kristin Juszczyk and a $600,000 pledge from the brand to its Equity in Sports program. Full Story: [The Drum (free registration)]( (9/4) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Haymaker gets comedically quirky for Olipop]( [Haymaker gets comedically quirky for Olipop]( "Dino" spot from Haymarket for Olipop (Olipop/YouTube) Haymaker is touting Olipop's new Ridge Rush soda with a humorous series of spots running across social, digital and connected TV. One ad shows an alien getting the energy from the drink it needs to conquer humans, while in another, Ridge Rush helps two paleontologists kind of solve the conundrum of fitting together old bones to form a skeleton. The push pokes fun at Mtn Dew in out-of-home ads in Houston and Los Angeles that tout the new flavor with the tagline, "A Can Of Do." Full Story: [MediaPost Communications (free registration)]( (9/4), [The Drum (free registration)]( (9/4), [Ad Age (tiered subscription model)]( (9/4) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [How to reach Gen Z: Embrace the "Ludic Century"]( Generation Z has paved the way for the "Ludic Century" -- a term coined by designer Eric Zimmerman based on the Latin word "ludus," which means game or related to play. The consumption of information and entertainment by digital natives is evolving from a linear activity to one that's more interactive and playful, writes adam&eveDDB's Ecemnaz Kaya, who urges marketers to "embrace Gen Z's playful thought process and lifestyle, viewing tools (such as Roblox, Midjourney or TikTok) as toys." Full Story: [Ad Age (tiered subscription model)]( (9/4) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Digitas' Ariel Sims talks social marketing]( Ariel Sims, senior vice president, head of paid social at Digitas North America, talks about her career, why X still holds value as the social space for what's happening right now and how social marketing is evolving. Sims discusses how social platforms are becoming more differentiated and how brands like Sephora are getting it right in terms of building social communities. Full Story: [Muse by Clio]( (9/5) [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 [] [OMG, WPP carve up Amazon's global media business]( Amazon awarded its global media business to WPP and Omnicom Media Group, with the latter managing accounts in the Americas and the former managing Asia Pacific region and Europe, Middle East and Africa. IPG remains as global media agency for Amazon Ads, Amazon Business and Amazon Web Services. Full Story: [Adweek]( (9/4), [MediaPost Communications (free registration)]( (9/4), [Ad Age (tiered subscription model)]( (9/5) [LinkedIn]( [X]( [Facebook]( [Email]( [] - [Dentsu's iProspect wins global media for eBay]( MediaPost Communications (free registration) (9/4) [] - [Justine Feron departs Grey to become CSO at Havas N.Y.]( MediaPost Communications (free registration) (9/4) [] Media & Technology Trends [] - [What's trending in social video content]( Social Media Today (9/4) [] - [Report: US ad spend projected to slow in Q3, Q4]( Campaign US (tiered subscription model) (9/4) [] - [Top performing interactive mobile ad formats by industry]( eMarketer (9/4) [] 4A's News [] [ANGLES: The Conference for Agency Comms Pros]( [ANGLES: The Conference for Agency Comms Pros]( (4A's) Explore the art and science of strategic communication, emerging technologies, the evolving dynamics between journalism and PR and uncover approaches to influencing agency profitability in [NYC on Dec. 3](. Previously known as ACIF (Agency Comms in Focus), ANGLES brings together thought leaders, innovators and visionaries from publishing, media, brands and agencies to explore and tackle the evolving challenges and emerging opportunities shaping the business of agency comms. [LinkedIn]( [X]( [Facebook]( [Email]( [] [4A's Standard for "Agency Operations & Business Transformation"]( [4A's Standard for "Agency Operations & Business Transformation"]( (4A's) The 4A's Agency Operations and Business Transformation (AOBT) Roundtable, composed of experts from member agencies of all sizes, from holding companies to independents, has dedicated the past year to developing the [AOBT Standard](, the first playbook for AOBT agency professionals. The AOBT Standard offers a unified understanding and applicable guidance to navigate today's market dynamics, including but not limited to: - Capacity & Resource Management - Operations & Financial Stewardship - Change Management for Agency Operations - Technology Investment, Management, Adoption & AI - Macro Scope of Work Management - Business Intelligence Get the [4A's Standard here](. [LinkedIn]( [X]( [Facebook]( [Email]( LEARN MORE ABOUT 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events]( Sharing 4A's SmartBrief with your network keeps the quality of content high and these newsletters free. Help Spread the Word [SHARE]( Or copy and share your personalized link: smartbrief.com/aaaa/?referrerId=iXmpAZYZQV [] [] How beautiful a day can be / When kindness touches it! [George Elliston](, journalist, poet [LinkedIn]( [X]( [Facebook]( [Email](   SmartBrief publishes more than 200 free industry newsletters - [Browse our portfolio]( [Sign Up]( | [Update Profile]( | [Advertise with SmartBrief]( [Unsubscribe]( | [Privacy policy]( CONTACT US: [FEEDBACK]( | [ADVERTISE](mailto:dmalouf@smartbrief.com) [SmartBrief Future]( Copyright © 2024 SmartBrief. All Rights Reserved. A division of Future US LLC Full 7th Floor, 130 West 42nd Street, New York, NY, 10036.