The Martin Agency humanizes CarMax in debut push

The Martin Agency humanizes CarMax in debut push | Tide's "Laundry Night" finale features Bud Knight | Publicis touts Diesel, Coca-Cola's recycled fashion Created for {EMAIL} | [Web Version]( October 1, 2019 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 Martin Agency humanizes CarMax in debut push]( [The Martin Agency humanizes CarMax in debut push]( (CarMax/YouTube) The Martin Agency's debut campaign for CarMax, "The Way It Should Be," includes a 60-second spot that showcases the special meaning behind the stickers people place on their cars, including the brand's own label. "As we worked on the campaign, we leaned in on the fact that the whole [automotive] category is soulless," says The Martin Agency's Anne Marie Hite, adding, "It's not just another ad, it's a thought, it's empathy and humanity that exist behind that sticker." [Adweek (tiered subscription model)]( (9/30) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Creative [] [Tide's "Laundry Night" finale features Bud Knight]( Tide's four-week "Laundry Night" campaign from Saatchi & Saatchi New York ended with a collaboration with Bud Light's "Dilly Dilly" push from Wieden+Kennedy New York, with a spot that features the Bud Knight being ditched for Bud Knight Platinum as his friends give the excuse that it's laundry night. The campaign, by its third week, garnered 50 million impressions, a 58% share of voice on Sunday evenings and 520,000 social interactions, Tide reports. [Adweek (tiered subscription model)]( (9/30) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Publicis touts Diesel, Coca-Cola's recycled fashion]( [Publicis touts Diesel, Coca-Cola's recycled fashion]( (Diesel/YouTube) Publicis Italy's new campaign for Diesel promotes the brand's collaboration with Coca-Cola on a co-branded limited-edition fashion line that incorporates recycled materials, and a 60-second spot showcases the collection. Consumers can scan the logo on any recycle bin to be given exclusive access via a dedicated site and launch events are taking place across the world, including New York City. [Ad Age (tiered subscription model)]( (9/30) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [WPP's Pattison: Key happenings in September]( WPP's Lindsay Pattison shares her favorite moments in September relevant to agencies, including YouTube's launch of its dedicated Fashion vertical and Anheuser-Busch's partnership with the NFL to tout its Bon & Viv hard seltzer. She also spotlights Nespresso's bike built using 300 of its pods and Procter & Gamble's six-part "Activate" documentary series created with National Geographic. [The Drum (free registration)]( (9/30) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Essence's Kai Lawson on why action is needed on diversity]( Essence's Kai Lawson talks about creating the podcast "Mixed Company" with Saatchi & Saatchi's Karinna Schultz and freelance associate creative director Simeon Coker, and why agencies have to be more proactive about addressing racial and gender discrimination. "I see a lot of … pats on the back just for having a panel and not enough [slaps] on the wrist because your numbers haven't changed in the last five years," she says, adding, "I'd like to see advertising take action to fix the problems that we're identifying." [Adweek (tiered subscription model)]( (9/30) [LinkedIn]( [Twitter]( [Facebook]( [Email]( . Featured Content Sponsored content from Twitter [Inside Pandora Jewelry’s sparkling launch on Twitter]( Pandora Jewelry launched its new line of bracelets on Twitter, it outperformed retail industry benchmarks, with video views and engagement rates well above average. [Learn how your brand can boost upper-funnel brand metrics by launching on Twitter.](   [LinkedIn]( [Twitter]( [Facebook]( [BMW’s X2 launch takes Twitter by storm]( brand new BMW model can get anyone's heart racing. But introducing its new X2 sport activity coupe on Twitter took it to a whole new level, generating more than 12 million video views and 70 million impressions. [See how the automaker sparked interest and excitement for its new car model by launching on Twitter.](   [LinkedIn]( [Twitter]( [Facebook]( [] Agency News [] [Partners + Napier's Sharon Napier stands aside as CEO]( Partners + Napier founder Sharon Napier is stepping down as CEO, taking up the position of chair and founder, and has chosen President Courtney Cotrupe as new CEO and appointed Rob Kottkamp as chief creative officer. Napier says that she made "decisions that are absolutely right for the agency, moving egos aside, putting the right people in the right places at the right time," to prepare for the future, adding, "As a founder, I did not make this decision lightly." [Ad Age (tiered subscription model)]( (10/1) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Technology [] [The balancing act of personalization and privacy]( The balancing act of personalization and privacy (Pixabay) As marketers became adept at targeting consumers online, hackers mastered data theft, consumers grew skeptical of online promotions, lawmakers began stepping in with unwieldy state privacy initiatives and tech firms such as Google and Mozilla implemented tracking rules, writes Mike Driehorst. Meanwhile, marketers like those from Tombras and The Richards Group explore ways to maintain personalized marketing messages. [SmartBrief/Marketing]( (10/1) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Association News [] [Workshop | Strategy Boot Camp, Oct. 31, New York]( For strategists today, there is no end to the topics, methods, and trends we're expected to be experts in. But, the most important part of the strategist's job hasn't changed: finding creative ways to solve problems and drive results. In this highly interactive hands-on course, we'll cover the core skills any type of strategist needs to be successful. Real client strategic challenges will be workshopped by participants and the facilitator. [Sign up here](. [LinkedIn]( [Twitter]( [Facebook]( [Email]( Learn more about 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events]( [] [] Not until the empirical resources are exhausted, need we pass on to the dreamy realms of speculation. 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