Insiders talk influx of celebs in Super Bowl ads

W+K, Michelob Ultra tap sports stars for "Superior Bowl" | Grey creates "Pringles Stuck In" for Super Bowl | Special Group takes "Uber Don't Eats" to Super Bowl Created for {EMAIL} | [Web Version]( February 9, 2022 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, Michelob Ultra tap sports stars for "Superior Bowl"]( [W+K, Michelob Ultra tap sports stars for "Superior Bowl"]( (Michelob Ultra/YouTube) Wieden+Kennedy New York's 60-second Super Bowl spot for Michelob Ultra stars Steve Buscemi as the attendant at the "Superior Bowl" where a host of sporting greats compete on bowling lanes. The action comes to a stop when Serena Williams struts in and Buscemi says, "Game time." The episodic campaign includes two more ads during the game -- a 30-second national spot for Michelob Ultra Organic Seltzer and a 30-second regional ad for Michelob Ultra Pure Gold. Full Story: [Marketing Dive]( (2/8), [Adweek]( (2/8), [The Drum (free registration)]( (2/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Offer Employee Incentives That Reach All Employees Your employees' needs vary, which is why you need a rewards program you can customize. Offer Reward Link®—the fastest and easiest way to send a choice of the most popular e-gift cards via email. [Get started by downloading our guide.]( ADVERTISEMENT: [] Creative [] [Grey creates "Pringles Stuck In" for Super Bowl]( [Grey creates "Pringles Stuck In" for Super Bowl]( (Pringles US/YouTube) Grey created a 30-second Super Bowl spot for Pringles, which is running during the third quarter and is set to "Stuck on You" by Lionel Richie. "Pringles Stuck In," directed by Tom Kuntz, shows a man get his arm stuck in a Pringles can when the music kicks in and subsequent scenes of his life show him getting married, having children and finally being buried -- all with the can still attached to his arm. Full Story: [Ad Age (tiered subscription model)]( (2/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Special Group takes "Uber Don't Eats" to Super Bowl]( [Special Group takes "Uber Don't Eats" to Super Bowl]( (Uber Eats/YouTube) Special Group US released a 60-second version of its 30-second Super Bowl spot for Uber Eats, which shows Nicholas Braun, Jennifer Coolidge, Gwyneth Paltrow, Trevor Noah and regular people confusedly eating inedible items like a sponge, a diaper and kitty litter. The "Uber Don't Eats" campaign highlights the brand's expansion into nonfood deliveries and includes an in-app "Big Game Goods" hub. Full Story: [Ad Age (tiered subscription model)]( (2/8), [The Drum (free registration)]( (2/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( NEW Research: Identity Solution Testing How are marketers and publishers testing identity solutions right now? Part two of Lotame's global "Beyond the Cookie" research reveals how the loss of third-party cookies will impact business and barriers to identity solution selection. [Access the report here.]( ADVERTISEMENT: [] Agency Insider [] [Insiders talk influx of celebs in Super Bowl ads]( Agency executives, marketers and directors talk about why there's so many top celebrities in this year's Super Bowl ads. "You want to have a celebrity at the helm just because you can then use their following to help amplify the message you're trying to get out there, so that you can get that interactivity, especially with younger consumers," says Margaret Johnson, chief creative officer and partner at Goodby Silverstein & Partners. Full Story: [Ad Age (tiered subscription model)]( (2/9) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [W+K's Higgins, Kaptur talk favorite work]( Jarrod Higgins and Nicole Kaptur, creative director and producer, respectively, at Wieden+Kennedy Portland, talk about creative inspirations and favorite work. Campaigns discussed include "Slightly Exaggerated" for Travel Oregon and an anime dating simulator for KFC, and the pair also chat about heading up The Kennedys talent school. Full Story: [Muse by Clio]( (2/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( How to Align Marketing and Sales — And Why It Matters To You Discover the keys to marketing and sales alignment, and learn how it can lead to closing more deals, driving greater revenue, and building long-term customer relationships — at the individual and account level. [Watch the webinar.]( ADVERTISEMENT: Free eBooks and Resources Free eBooks and resources brought to you by our partners - [People Follow People: 12 Characteristics of an Influential Leader]( - [The Best Questions to Ask at the End of an Interview]( - [The 80 Best Micro Habits to Change Your Life]( - [Tips & Tricks Guide - Leadership Skills]( - [8 Tricks to Boost Excel Productivity]( [] Agency News [] [MullenLowe Boston wins creative AOR for KFC]( MullenLowe Boston has won creative agency of record for KFC, beating Fig in the final round of a competitive review that also included FCB, Arnold and Johannes Leonardo. MullenLowe Boston replaces incumbent Wieden+Kennedy, which dropped out of the review in November along with The Martin Agency. Full Story: [Adweek]( (2/8), [Ad Age (tiered subscription model)]( (2/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] - [MediaCom keeps Mars' media business]( MediaPost Communications (free registration) (2/8) [] - [Omnicom's full-year growth in 2021 hits 10.2%]( MediaPost Communications (free registration) (2/8) Tired of biased news stories? Try 1440. Over 1 million daily readers escape the opinions reported by traditional media outlets by subscribing to The 1440 Daily Digest. 1440 (edited by a scientist) scours 100+ news sources and delivers a just-the-facts news briefing to your inbox daily. [Subscribe for free!]( ADVERTISEMENT: [] Media & Technology Trends [] [Mediaocean enhances social ads with real-time tool]( Mediaocean announced a centralized social media ad system, following integrations of its Flashtalking and 4C acquisitions, that helps marketers automate campaigns across Twitter and Facebook and personalize them using real-time and first-party data. The company plans to expand its service later this year to include TikTok, LinkedIn, connected TV and other platforms. Full Story: [MediaPost Communications (free registration)]( (2/8), [Next TV/Broadcasting+Cable]( (2/8) [LinkedIn]( [Twitter]( [Facebook]( [Email]( The smarter way to reach travel & hospitality professionals SmartBrief helps marketers reach hotel, resort, restaurant, bar, and travel executives every day. Whether you need to showcase your brand, position your thought leadership, or drive demand, we have a marketing solution to match your needs. [Download our media kit](. ADVERTISEMENT 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 [] [] Truth-tellers are not always palatable. There is a preference for candy bars. Gwendolyn Brooks, poet, writer, educator, first Black winner of the Pulitzer Prize February is Black History Month [LinkedIn]( [Twitter]( [Facebook]( [Email]( LEARN MORE ABOUT 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events](   SmartBrief publishes more than 200 free industry newsletters - [Browse our portfolio]( [Sign Up]( | [Update Profile]( | [Advertise with SmartBrief]( [Unsubscribe]( | [Privacy policy]( CONTACT US: [FEEDBACK](mailto:aaaa@smartbrief.com) | [ADVERTISE](mailto:dmalouf@smartbrief.com) SmartBrief, a division of Future US LLC © 1100 13th St. NW, Suite 1000, Washington, DC 20005