MullenLowe, American Greetings explore the complexities of love

The Super Bowl cause-related ads that scored, failed on social media | MullenLowe, American Greetings explore the complexities of love | Hill Holliday, Planet Fitness spotlight Olympians, sort of Created for {EMAIL} | [Web Version]( February 6, 2018 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [FORWARD]( [] Top Story [] [The Super Bowl cause-related ads that scored, failed on social media]( Super Bowl advertisers that incorporated social cause marketing into their spots got mixed reviews, with Dodge Ram Trucks' use of a Martin Luther King Jr. speech resulting in a 88.2% negativity rating on social media, per Brandwatch. Coca-Cola touted diversity and inclusivity and received a 93% positive social rating, and Budweiser's promotion of its disaster relief attracted a 77.5% positive social rating. [The Wall Street Journal (tiered subscription model)]( (2/5) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Creative [] [MullenLowe, American Greetings explore the complexities of love]( [MullenLowe, American Greetings explore the complexities of love]( (American Greetings/YouTube) MullenLowe's Valentine's Day spot for American Greetings, "What It Means to Love," explores complicated emotional scenarios and how love is always there -- even during challenging times. Among the scenes, the ad shows a couple arguing, a son caring for his father, a friend pushing another to become fitter and a mom trying to comfort her daughter. [Adweek]( (2/5) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] [Hill Holliday, Planet Fitness spotlight Olympians, sort of]( Hill Holliday is championing a different sort of Olympians -- the athletes that work out at Planet Fitness gyms in Olympia, Wash. The ad, which is running across social, shows gym members training and then marching through the streets to the state capitol steps with a torch bearing the brand's thumbs-up symbol instead of a flame. [MediaPost Communications]( (2/5) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Agency Insider [] [Seattle first to take Facebook to task over political ad disclosure]( The Seattle Ethics and Elections Commission has announced that Facebook has violated a city law by not disclosing who purchased election advertising -- the first such official action taken to regulate US digital political advertising. The company must reveal information about who bought ads during Seattle's 2017 city elections or face fines, per a statement from the commission's Wayne Barnett. [Reuters]( (2/5), [TechCrunch]( (2/6) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] [The power of saying "thank you"]( The simple act of saying "thank you" is an easy way for agencies to spur staff productivity and creativity and boost client relationships, writes Cilla Snowball. "[G]ratitude prompts new relationships, orients people to existing relationships and promotes the maintenance of and investment in these relationships -- a prerequisite of any successful business," she writes. [The Drum (Scotland)]( (2/5) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Agency News [] [Merkley+Partners becomes Bic's US media AOR]( Merkley+Partners has been appointed as media agency of record for Bic's US business and has been tasked with developing all media campaigns, with a particular focus on social and digital. The brand invested around $10 million in US measured media in 2016, per Kantar Media. [MediaPost Communications]( (2/5) [LinkedIn]( [Twitter]( [Facebook]( [Google+]( [Email]( [] Media & Technology Trends [] [Facebook patents new tech to determine socioeconomic status of users]( Facebook patents new tech to determine socioeconomic status of users (Justin Sullivan/Getty Images) CBInsights reports that Facebook has patented technology to help the platform identify users' socioeconomic status by tracking factors such as their homeownership, their education level, how many devices they own and their travel history. The move could be used to improve ad targeting on the platform, although advertisers can already target Facebook users by ZIP code, net worth and income. 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