4A's Kaplowitz talks need for creativity in contextual ads

W+K NY creates horror spot for Ford's F-150 Raptor R | David&Goliath animates NFT characters for Kia | Harmon Brothers brings humor to B2B for Sana Benefits Created for {EMAIL} | [Web Version]( July 18, 2022 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [W+K NY creates horror spot for Ford's F-150 Raptor R]( [W+K NY creates horror spot for Ford's F-150 Raptor R]( (Ford Motor Co./YouTube) Wieden+Kennedy New York created a two-minute spot for Ford's F-150 Raptor R, which is titled "Scary Fast" and is running across Hulu, YouTube and in cinemas showing Jordan Peele's "Nope" horror movie. The spot, shot in Utah's desert and directed by Lauren Sick, takes the style of a horror grindhouse movie, as a driver in the vehicle outruns scary animals and a monster. Full Story: [Ad Age (tiered subscription model)]( (7/18) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Creative [] [David&Goliath animates NFT characters for Kia]( [David&Goliath animates NFT characters for Kia]( "Built for Whoever You Are" spot (Kia America/YouTube) David&Goliath is touting the 2023 Kia Soul crossover SUV in a 30-second "Built for Whoever You Are" TV spot that stars 3D versions of nonfungible token characters the Dead Army Skeleton Klub and displays on-screen QR codes, which, when scanned, give viewers the chance to claim one of 10,100 branded NFTs. A second spot from the agency showcases the 2023 Kia Carnival. Full Story: [MediaPost Communications (free registration)]( (7/17), [Marketing Dive]( (7/15), [Ad Age (tiered subscription model)]( (7/15) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Harmon Brothers brings humor to B2B for Sana Benefits]( [Harmon Brothers brings humor to B2B for Sana Benefits]( (Sana/YouTube) William Clark and Meriwether Lewis compete with a lesser-known pair of explorers to attract workers with innovative benefits in a humorous short from Harmon Brothers created for Sana Benefits. The ad notes that roughly half of employees who quit do so because of a lack of benefits, and that replacing employees costs an average of $30,000. Full Story: [Adweek]( (7/15) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [4A's Kaplowitz talks need for creativity in contextual ads]( Marla Kaplowitz, president and CEO of the American Association of Advertising Agencies, talks in this interview about contextual advertising, including placing ads in the right environment and ensuring media and creative are on the same page. "Media understands what the creative looks like and creative understands the environments that it's going to be in so you can optimize it for the greatest effectiveness," Kaplowitz says. Full Story: [Beet.tv]( (7/15) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [21GRAMS' Lauren Pollina on humor in health care]( Lauren Pollina, executive creative director of 21GRAMS New York, talks about health care advertising, her favorite campaigns and the role of humor in health care creative. "Humor isn't always right in health care. But it isn't never right," Pollina says, adding, "Sometimes laughing can make the worst things feel more normal." Full Story: [Muse by Clio]( (7/14) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our partners - [8-Step Guide: How to Overcome Laziness and Start taking Action]( - [How Technology Can help You Get a Good Night’s Sleep]( - [Effective Leadership Primer]( - [Quick Reference Guide – Time Management]( - [Quick Reference Guide – Office 365 Essentials]( [] Agency News [] [Just 3 shops remain to fight for Bud Light's creative]( Just three agencies remain in the battle to win Bud Light's US creative business -- The Martin Agency, Anomaly and Johannes Leonardo. Sources report that Gut and Cavalry are no longer in the running. Full Story: [Ad Age (tiered subscription model)]( (7/15) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Media & Technology Trends [] [Livestream shopping isn't trending on TikTok ... yet]( [Livestream shopping isn't trending on TikTok ... yet]( (Hector Retamal/AFP) US brands are slow to jump into livestream shopping on TikTok as they meet resistance among consumers who favor on-demand viewing and find that creators aren't always the best at selling. Experts remain bullish that TikTok and other platforms can mirror the live e-commerce growth in China and other countries as the platform continues to drive more website traffic and conversion rates climb. Full Story: [Ad Age (tiered subscription model)]( (7/15) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Hot Topics [] - [These agencies came out atop the "Forrester Wave"]( MediaPost Communications (free registration) [] - [Mischief, NFL's Mahomes crack open a Coors (flash)Light]( Ad Age (tiered subscription model) [] - [Christopher Meloni shows how buff he is in Peloton ad]( Adweek [] - [Agencies need to market themselves, too]( The Drum (free registration) [] - [Travelers ads focus on child's reaction to business setback]( ShootOnline (free content) 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 [] [] If you can't be funny, be interesting. 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