GS&P gets "sw**t" with Angry Orchard

GS&P gets "sw**t" with Angry Orchard | Callen unveils "Cutie Polluties" for Liquid Death | AKQA, Matt Buechele get musical with 2020's Netflix shows Created for {EMAIL} | [Web Version]( December 24, 2020 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [GS&P gets "sw**t" with Angry Orchard]( Goodby Silverstein & Partners' debut campaign for Angry Orchard features two 15-second spots where the word "sweet" is bleeped out, much to the frustration of some characters who simply want to talk about the hard cider's good sweetness. GS&P Creative Director Kate Baynham says the campaign aims to showcase the brand's "perfect balance of crisp, refreshing sweetness while highlighting some of the hysteria around sw**t." Full Story: [Ad Age (tiered subscription model)]( (12/23) [LinkedIn]( [Twitter]( [Facebook]( [Email]( SmartFocus on the Omnichannel Journey The consumer journey is ever-changing, with more shoppers than ever moving from in-store to digital purchasing while also looking for a seamless combination of the two methods. [In this Walmart Media Group whitepaper]( we look at how omnipowered solutions are being accelerated by the coronavirus pandemic, helping brands reach customers in new ways – wherever they shop. [Download now]( ADVERTISEMENT: [] Creative [] [Callen unveils "Cutie Polluties" for Liquid Death]( [Callen unveils "Cutie Polluties" for Liquid Death]( (Liquid Death/YouTube) Callen, with Standard Transmission, created a line of "Cutie Polluties" plush toys for Liquid Death to spotlight plastic pollution in the oceans and promote the brand's more environmentally friendly containers. A 60-second spot introduces the toys, including Trashy the Turtle and Wastey the Whale, and the brand is donating half the sales proceeds to organizations working in ocean conservation. Full Story: [Ad Age (tiered subscription model)]( (12/23) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [AKQA, Matt Buechele get musical with 2020's Netflix shows]( [AKQA, Matt Buechele get musical with 2020's Netflix shows]( (Netflix/YouTube) AKQA's new video for Netflix features a musical number composed and performed by comedy writer and producer Matt Buechele that looks back at this year's shows, including "Tiger King," "The Queen's Gambit," "Emily in Paris" and "The Crown." The spot was teased on social with Buechele, and the push includes music tracks and augmented reality filters. Full Story: [Ad Age (tiered subscription model)]( (12/23) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [Media agency execs on lessons learned from 2020]( Media agency executives share their biggest takeaways from 2020, including Omnicom Media Group's Geoffrey Calabrese, who says, "It pays to act as if tomorrow is today -- the pandemic has shown that the future was much closer than we thought." Horizon Media's Dave Campanelli notes, "One of the biggest gains I feel we'll get out of this is dropping the geographic boundaries between offices in different cities and employees who work remotely in different parts of the country." Full Story: [Adweek (tiered subscription model)]( (12/23) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Critical Mass' Dianne Wilkins reflects on 14 years as CEO]( Critical Mass' Dianne Wilkins talks about stepping down as CEO after a 14-year tenure to become chairman and why it's been so important to support women in their careers. "I realized one of the biggest things I had was the ability to connect people to each other and build confidence in other women," she says, adding, "We better have each other's backs." Full Story: [Campaign US (tiered subscription model)]( (12/22) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Featured Content Sponsored content from [Twitter]( [How Hulu teamed with Twitter to launch a new show]( Hulu wanted the world to discover its show, "Love, Victor," it invited viewers to watch the first episode live on Twitter with the show's cast — resulting in a hugely successful launch. [See how Hulu increased awareness and viewership of its new show by launching with Twitter.](   [LinkedIn]( [Twitter]( [Facebook]( [5 ways the NFL Twitter conversation has changed]( action is as exciting as ever. So, how are fans adjusting their game days? And what's in it for marketers? [Read the latest Twitter Conversation Report to learn what brands need to know.](   [LinkedIn]( [Twitter]( [Facebook]( [] Agency News [] - [R/GA wins global social AOR for Uber]( Adweek (tiered subscription model) (12/23) [] - [Sources: Omnicom Media Group lands global media AOR for Sanofi]( Adweek (tiered subscription model) (12/23) [] - [Droga5 named global creative AOR for Diddy's Combs Enterprises]( Ad Age (tiered subscription model) (12/22) [] Media & Technology Trends [] [Goldman Sachs buys ad fraud company White Ops]( After an initial investment this year, Goldman Sachs' Merchant Banking Division and two other investment groups have bought digital ad fraud mitigation service White Ops. The eight-year-old company offers sophisticated invalid traffic detection and filtration (SVIT) services. Full Story: [MediaPost Communications]( (12/23) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Editor's Note [] SmartBrief will not publish Friday through Jan. 1 In observance of the holiday season, SmartBrief will not publish Friday through Jan. 1. Publication will resume Jan. 4. [LinkedIn]( [Twitter]( [Facebook]( [Email]( 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 [] [] And now we welcome the new year, full of things that have never been. 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