TBWA\MAL, Apple TV+ create chaos on Twitch

W+K, Old Spice tap Nia Long for "Therapy" | TBWA\MAL, Apple TV+ create chaos on Twitch | Kraft Mac & Cheese invites fans to the "Flavrs Club" Created for {EMAIL} | [Web Version]( October 20, 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]( ADVERTISEMENT Top Story [] [W+K, Old Spice tap Nia Long for "Therapy"]( [W+K, Old Spice tap Nia Long for "Therapy"]( (Old Spice/YouTube) Wieden+Kennedy created a "Therapy" spot for Old Spice's "Men Have Skin Too" campaign that stars actress Nia Long making her advertising debut as a therapist to the brand's couple characters played by comedic actors Deon Cole and Gabrielle Dennis. The ad, directed by Kevin Bray, shows Cole getting emotional as he lets Dennis use his Old Spice Fiji Hand and Body Lotion. Full Story: [Adweek]( (10/19), [MediaPost Communications (free registration)]( (10/19) [LinkedIn]( [Twitter]( [Facebook]( [Email]( The loop isn’t closed until you see a sale. We believe it — and we stand by it. Because closing the loop on ad spend to sales? It's why we exist. See how we're changing media for good. Media, re-imagined by Target. [See How]( ADVERTISEMENT: [] Creative [] [TBWA\MAL, Apple TV+ create chaos on Twitch]( [TBWA\MAL, Apple TV+ create chaos on Twitch]( (Apple TV/YouTube) TBWA\Media Arts Lab promoted Apple TV+'s new "Invasion" show by inflicting mysterious nosebleeds on some of Twitch's most popular "Just Chatting" influencers, whose livestreams also experienced unexplained glitches. The four-hour activation ran across 16 livestreams, with the participating influencers turning to Twitter when their Twitch accounts shut down, and the stunt can be seen in a campaign video. Full Story: [Adweek]( (10/19) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Kraft Mac & Cheese invites fans to the "Flavrs Club"]( [Kraft Mac & Cheese invites fans to the "Flavrs Club"]( (Kraft Macaroni & Cheese/Twitter) The Kitchen Chicago's digital video for Kraft Macaroni & Cheese introduces the brand's new Kraft Flavor Boosts, including creamy ranch, Buffalo and cheesy pizza flavor blends, which will be available via a "Flavrs Club." Subscribers to the fan club will get access to special clothing and be alerted to product drops via social media. Full Story: [Ad Age (tiered subscription model)]( (10/19) [LinkedIn]( [Twitter]( [Facebook]( [Email]( See what 8,200+ marketers said about today's trends. In the 7th State of Marketing report, uncover the trends and insights from over 8,200+ leading marketers worldwide, so you can strengthen your strategy and career in the year ahead. [GET THE REPORT]( ADVERTISEMENT: [] Agency Insider [] [Creative will work if you trust audiences to "get it"]( There's a fine balance to creating advertising that makes people feel like "they are in on it" and creatives are often in danger of over-explaining the idea or twist, which simply dilutes content and makes it lose its special hook, writes Joe Ciccarelli, creative director of Campbell Ewald. Ciccarelli takes an in-depth look at how the complexity of storytelling has evolved, arguing that audiences will thank you for trusting that they'll "get it." Full Story: [Muse by Clio]( (10/19) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Omnicom's Wren on Q3 results, office return]( Omnicom reported organic revenue growth of 11.5% in the third quarter to hit $3.4 billion, and CEO John Wren talked about the results and the company's return-to-office plans. "[W]ithout any disease setbacks, we'll increasingly see people back in offices because they are already going to sporting events and dinner and enjoying themselves," Wren said. Full Story: [Campaign US (tiered subscription model)]( (10/19), [The Drum (free registration)]( (10/19) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Open your Snapchat. Tap into the power of [Snap AR]( to revolutionize how your business connects and drives results ADVERTISEMENT: Free eBooks and Resources Free eBooks and resources brought to you by our partners - [Why Workers Are Calling BS on Leaders About Returning to the Office]( - [1,869 Leadership Quotes - Timeless Truths]( - [Google Chrome Quick Reference Guide]( - [101 Productivity Principles to Help You Work Less & Achieve More]( - [Free Guide: Practical Stress Busting Secrets]( [] Agency News [] [Essence wins global media for Deutsche Bank]( WPP's Essence has won global lead media agency for Deutsche Bank, replacing incumbents Publicis Groupe's Starcom and Spark Foundry from the beginning of 2022. "Essence thinks through campaigns based on data from the customer's point of view -- and scales and distributes them together with their global network GroupM," said Deutsche Bank's Tim Alexander. Full Story: [Campaign US (tiered subscription model)]( (10/19), [Adweek]( (10/19) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Source: Facebook to rebrand with metaverse focus]( Source: Facebook to rebrand with metaverse focus (Chesnot/Getty Images) Facebook will reveal a corporate name change next week, reflecting its ambition to become a metaverse company that will likely position the flagship app as one of many products under a parent company, a source told The Verge. A Facebook spokesperson declined to comment, while CEO Mark Zuckerberg stated his intention in July to transition to a metaverse company and recently said Facebook will hire 10,000 employees to develop metaverse-related technologies. Full Story: [The Verge]( (10/19) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Sharing 4A's SmartBrief with your network keeps the quality of content high and these newsletters free. 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