Jeff Goodby on honoring Dan Wieden's legacy

W+K, McDonald's take Cactus Buddy and pals on a ride | Deutsch, Taco Bell want Pete Davidson to apologize | Walton Isaacson, Lexus gear up for "Black Panther" Created for {EMAIL} | [Web Version]( October 4, 2022 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( ADVERTISEMENT Top Story [] [W+K, McDonald's take Cactus Buddy and pals on a ride]( [W+K, McDonald's take Cactus Buddy and pals on a ride]( (McDonald's/YouTube) Wieden+Kennedy New York unveiled its first spot in McDonald's campaign to tout the new limited-edition Cactus Plant Flea Market box. The 30-second spot shows Cactus Buddy giving a ride to Grimace, Birdie and Hamburglar before hitting a McDonald's drive-thru where the four clamor for "the box, the box!" Full Story: [MediaPost Communications (free registration)]( (10/3), [Ad Age (tiered subscription model)]( (10/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Make Your CTV/OTT Supply Work Harder Open web programmatic isn't just about having the pipes to great supply. It's about what you do with that supply to get the most out of your big screen campaigns—and that goes for linear too. Learn how to enhance your supply and discover how to put it all together with this soup-to-nuts guide. [Get the guide](. ADVERTISEMENT: [] Creative [] [Deutsch, Taco Bell want Pete Davidson to apologize]( [Deutsch, Taco Bell want Pete Davidson to apologize]( (Taco Bell/YouTube) Deutsch L.A. created "The Apology," a 30-second spot for Taco Bell that stars Pete Davidson, who says sorry for the chain's more challenging breakfast options such as the Naked Egg Taco and Waffle Taco before introducing the comforting Breakfast Crunchwrap. The push includes a second ad starring Davidson and breakfast pop-ups in New York, Chicago and Las Vegas. Full Story: [Marketing Dive]( (10/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Walton Isaacson, Lexus gear up for "Black Panther"]( [Walton Isaacson, Lexus gear up for "Black Panther"]( (Lexus/YouTube) Walton Isaacson is touting Lexus' sponsorship of Marvel Studios' "Black Panther: Wakanda Forever" with a campaign called "An Electric Future." An anthem 90-second spot features characters from the movie along with the 2023 Lexus RZ 450e, and a behind-the-scenes video shows Walton Isaacson's Diori Thomas saying, "Representation is huge and this TV spot having such a powerful female cast, all-Black, I can't wait to see my daughter's face when she watches this." Full Story: [Ad Age (tiered subscription model)]( (10/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Where Innovation Meets Imagination The New Open Web presents an exciting opportunity for marketers to remake digital advertising. Discover how you can succeed in the New Open Web with people-based advertising in Three Key Areas of Focus for Marketers in 2023. [DOWNLOAD NOW]( ADVERTISEMENT: [] Agency Insider [] [Jeff Goodby on honoring Dan Wieden's legacy]( Jeff Goodby, co-chairman of Goodby, Silverstein & Partners, writes about the legacy Dan Wieden has left the advertising world. "Dan's genius was to bridge distances never seen before in advertising, from Lou Reed to a scooter, from Bo Jackson to hockey, from an out of work quarterback to a moral imperative," Goodby writes, concluding, "Wieden gave what we all do a certain deep dignity. Honor that and act accordingly." Full Story: [Ad Age (tiered subscription model)]( (10/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Kaplowitz talks talent, pitches, finance]( Kaplowitz talks talent, pitches, finance Kaplowitz (4A's) Marla Kaplowitz, CEO and president of the American Association of Advertising Agencies, offers advice on how agencies can prioritize talent, finance and business development to weather a recession. About business growth, Kaplowitz says, "Agencies should reconsider the amount of new business pitches they have, and we also want to make sure that they are bringing current clients unsolicited new business-building ideas." Full Story: [Digiday (tiered subscription model)]( (10/4) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Football is truly the world’s sport Football fans are more likely than the general population to be influenced by sponsorship, affecting how they perceive a brand and what they're likely to buy. How will you make the most of it? [Learn more.]( ADVERTISEMENT: Driving results with Waze Sponsored Content from Waze - [Waze navigation trends are now at your fingertips]( - [Wisconsin Cheese sees a sharp increase in sales]( - [Steering in-the-moment buying decisions]( - [Disney+ partners with Waze to boost awareness]( - [Detour ahead: How restaurants are evolving]( [] Agency News [] [Mediaplus wins North America work for De'Longhi]( Mediaplus North America has won media planning and buying business for De'Longhi Group in North America, including its subsidiary, Braun Household. "Right from the start, we could feel the Mediaplus team's enthusiasm and deep knowledge of the category, consumer, competition, challenges and opportunities endemic to the US and Canada," said De'Longhi North America's Maria Colon. Full Story: [MediaPost Communications (free registration)]( (10/3) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Get Proactive and Predict Business Outcomes Today's marketers need to get proactive by predicting future customer behavior. In this virtual event, Neil Hoyne, Chief Measurement Strategist at Google, and Zohar Bronfman, CEO and co-founder of Pecan, explore how marketers can maximize customer value and engagement with AI. [Learn more.]( ADVERTISEMENT: [] Media & Technology Trends [] [Instagram expands bio link test among select creators]( Instagram is giving more creators the ability to include multiple links in their bio profile to try to drive users to more sources as part of a test. Instagram has been testing versions of the tool since October 2021 and has not provided any details regarding a rollout. 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