Mischief says gets vaccinated "Because of This"

Mischief says gets vaccinated "Because of This" | VaynerMedia makes Scotts Miracle-Gro's Super Bowl debut | Anomaly in driver's seat for Vroom's first Super Bowl ad Created for {EMAIL} | [Web Version]( January 13, 2021 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 [] [Mischief says gets vaccinated "Because of This"]( [Mischief says gets vaccinated "Because of This"]( (Pfizer/YouTube) Mischief @ No Fixed Address created a series of "Because of This" spots that strike an emotional chord as part of a public service announcement push for a coalition of health care groups, Pfizer and BioNTech. Each spot, running across TV and social, ends with the copy, "Science can make it possible. Only you can make it real." Dini von Mueffling is handling PR while Quan Media Group donated out-of-home media. Full Story: [Muse by Clio]( (1/12), [Campaign US (tiered subscription model)]( (1/12), [Adweek]( (1/12) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Unlock CTV's Direct-Response Potential Want to combine TV advertising with measurable, direct-response campaigns? Here's your chance to see the experts from SteelHouse and Oracle Data Cloud team up with Adweek to explore how accurate audience data helps transform Connected TV into a conversion machine. [WATCH ON DEMAND]( ADVERTISEMENT: [] Creative [] [VaynerMedia makes Scotts Miracle-Gro's Super Bowl debut]( VaynerMedia created the first-ever Super Bowl spot for Scotts Miracle-Gro -- a 30-second ad running in the second quarter that includes celebrity cameos and celebrates the role of backyards during the pandemic. The spot will launch the brand's largest-ever spring campaign, which will include the chance to win one of 42 dream gardens and lawns. Full Story: [Ad Age (tiered subscription model)]( (1/13) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Anomaly in driver's seat for Vroom's first Super Bowl ad]( Online auto retailer Vroom, is making its Super Bowl advertising debut with a 30-second floating ad from Anomaly that compares having to go to a dealership with enduring torture. Vroom worked with Ocean Media on the buy. Full Story: [Ad Age (tiered subscription model)]( (1/12) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [BBDO, Kevin Durant find joy in sweat for Degree]( [BBDO, Kevin Durant find joy in sweat for Degree]( (Degree/YouTube) BBDO created a 60-second "Tears of Joy" spot for Degree deodorant that shows Kevin Durant of the Brooklyn Nets battle back from injury, celebrating how sweat comes from hard work by saying, "It might look like your body is crying. ... These are tears of joy." Degree's Lucy Attley explains, "We wanted to flip the conversation on its head and use sweat as that celebration of movement." Full Story: [Ad Age (tiered subscription model)]( (1/12) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [How brands can engage with gamers]( How brands can engage with gamers (CNW Group/Hellmann's) Wunderman Thompson Canada's Ari Elkouby explores how brands are entering the world of online gaming to engage audiences, such as Hellmann's Canada tapping into the "gaming for good" trend to raise money for nonprofit Second Harvest via "Animal Crossing." Elkouby writes, "Understanding the role your brand plays in the world is the first step in finding a way to naturally integrate it into the ever-expanding universe of online gaming." Full Story: [Muse by Clio]( (1/12) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [How agencies, clients can build on pandemic collaboration]( The pandemic has fueled greater collaboration between agencies and clients, and this can continue by ditching traditional project briefs, replacing big creative reveals with ongoing, spontaneous engagement and removing hierarchy to allow closer cooperation from top talent on both sides, writes Worldwide Partners CEO John Harris. Being adaptive, he writes, "creates the urgent, shared commitment required to create work that really boosts brands in a dynamic world." Full Story: [Ad Age (tiered subscription model)]( (1/12) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency News [] [Muh-tay-zik Hof-fer wins lead for Bed Bath & Beyond]( Muh-tay-zik Hof-fer has won lead brand agency for Bed Bath & Beyond following a review. The brand also has chosen We Are Social as lead social agency for its Buy Buy Baby chain and M Booth as PR agency of record. Full Story: [Adweek]( (1/12) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Comscore launches targeting tool void of cookies]( Comscore launches targeting tool void of cookies (Pixabay) Comscore plans to launch a new tool this quarter dubbed Predictive Audiences, which uses contextual signals to help brands target audiences across connected TV, mobile and web platforms based on various demographics and behaviors. Comscore's new tool also includes automotive, financial and location data for targeting via Polk, TransUnion and PlaceIQ partnerships. Full Story: [MediaPost Communications (free registration)]( (1/12), [AdExchanger (tiered subscription model)]( (1/11) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Press Releases Sponsored Content [St. John & Partners Launches Company Rebrand and Refreshed Website as St. John]( [Post a Press Release]( Sharing 4A's SmartBrief with your network keeps the quality of content high and these newsletters free. 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