Mischief's Mulroy: The recipe for a good Super Bowl ad

GS&P taking Doritos' Dinamita to the Super Bowl | Deutsch L.A., Walmart save resolutions with Andy Cohen | Arts & Letters touts Tito's with a spokescart Created for {EMAIL} | [Web Version]( January 11, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( ADVERTISEMENT Top Story [] [GS&P taking Doritos' Dinamita to the Super Bowl]( GS&P taking Doritos' Dinamita to the Super Bowl (Frito-Lay North America/PRNewswire) Goodby, Silverstein & Partners is taking Doritos to its seventh consecutive Super Bowl with an ad touting the new flavors and a new sticks shape of its Dinamita chips. The spot is supported by a multimedia push, including a [new TikTok account]( for the brand. Full Story: [Ad Age (tiered subscription model)]( (1/11), [MediaPost Communications (free registration)]( (1/10) [LinkedIn]( [X]( [Facebook]( [Email]( [] Creative [] [Deutsch L.A., Walmart save resolutions with Andy Cohen]( [Deutsch L.A., Walmart save resolutions with Andy Cohen]( (Walmart/YouTube) Deutsch L.A.'s "Save Your Resolutions" campaign for Walmart stars Andy Cohen, who recognizes that mid-January tends to be when people give up on their New Year's resolutions but notes that a Walmart+ membership can help them to be achieved. The push is running across Meta, TikTok, Pandora and YouTube, and features integrations with Peacock, including a "Raising the Bar" QR code activation during the season premiere of "Vanderpump Rules." Full Story: [MediaPost Communications (free registration)]( (1/10), [Adweek]( (1/11), [Marketing Dive]( (1/10) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Arts & Letters touts Tito's with a spokescart]( [Arts & Letters touts Tito's with a spokescart]( (Tito's Vodka/YouTube) Arts & Letters Creative created Tito's Handmade Vodka's first brand platform, "With Tito's," which features four 30-second spots starring a wooden spokescart. The quirky ads show the drinks cart appearing in a variety of scenarios to not only deliver Tito's but throw balls for the dog or put logs on the fire, and all end with the copy, "The good gets great with Tito's." Full Story: [Ad Age (tiered subscription model)]( (1/11), [The Drum (free registration)]( (1/10) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [Mischief's Mulroy: The recipe for a good Super Bowl ad]( Kevin Mulroy, executive creative director and partner at Mischief USA, writes about how a huge budget for Super Bowl ads shouldn't detract from the premise critical to the success of any ad -- saying something important about a brand in an interesting way. "What people actually want is something simple, insightful, (sometimes) weird, (sometimes) funny and, I'd argue, most of all, unexpected," Mulroy writes. Full Story: [Muse by Clio]( (1/11) [LinkedIn]( [X]( [Facebook]( [Email]( [] [4A's Kaplowitz: Looking ahead for 2024]( 4A's Kaplowitz: Looking ahead for 2024 Kaplowitz (4A's) Marla Kaplowitz, president and CEO of the 4A's, outlines key takeaways from the association's annual Look Ahead paper, which include prioritizing talent, tackling unfair payment terms, developing innovative business development strategies and disrupting with generative AI. "[L]et's embrace the never-ending cycle of disruption and focus on mastering Gen AI, empowering talent and building more robust agencies -- together," Kaplowitz writes. Full Story: [Campaign US (tiered subscription model)]( (1/10), [Adweek]( (1/10) [LinkedIn]( [X]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our sponsors - [The Proof is Out There: Discover True Buyer-Level Intent Data]( - [Unlocking The Potential of ChatGPT]( - [2023 Salary Guide for Marketing Professionals]( - [Mastering Microsoft PowerPoint: 25 Tips & Tricks]( - [2023 US IT Salary Report]( [] Agency News [] [Mischief named creative AOR for MGM Resorts]( [Mischief named creative AOR for MGM Resorts]( (Mischief @ No Fixed Address/Instagram) MGM Resorts appointed Mischief @ No Fixed Address as its creative agency of record, replacing McCann without a review, and the agency will handle the client's entire property portfolio. "It's a chance to work on an iconic brand and bring them into different conversations," Mischief's Greg Hahn said. Full Story: [MediaPost Communications (free registration)]( (1/10), [Adweek]( (1/10), [Ad Age (tiered subscription model)]( (1/11) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] [Google counters Privacy Sandbox criticisms]( Ad technology that really protects consumer privacy requires openness and investment, said Google executive Victor Wong, responding to criticisms of the company's new Privacy Sandbox. Wong explains that Google isn't trying to replicate third-party cookies with other means of constructing cross-site profiles and says that native and video ad capabilities will come out in 2026. Full Story: [AdExchanger (tiered subscription model)]( (1/10), [Ad Age (tiered subscription model)]( (1/10) [LinkedIn]( [X]( [Facebook]( [Email]( [] 4A's News [] [4A's Perspective on AI -- GenAI Guidance]( [4A's Perspective on AI -- GenAI Guidance]( (4A's) The opportunities and challenges generative AI presents are profound. To help the agency community navigate the fast-moving technology, the 4A's offers high-level guidance in a new "4A's Perspective on AI" paper. The guidance can be summarized by the acronym PICA: Participate, Incubate/Investigate, Collaborate, Accelerate. The guide also includes an easy way to help you identify hype vs. reality when it comes to expectations and predictions around AI. Get the [4A's GenAI Guidance Paper](. [LinkedIn]( [X]( [Facebook]( [Email]( [] [4A's Research and Insights]( Call on [4A's Research]( if you are doing research for new business, looking to support a recommendation to a client, or simply trying to stay up to date on techniques and trends in advertising and the agency business. Available only to 4A's member agencies, our research specialists will support your agency by completing custom secondary research for you. Enjoy 24/7 access to resources on our research site which includes five databases to help you conduct your own research plus curated content on industries, trends, consumers and more. [Learn more](. [LinkedIn]( [X]( [Facebook]( [Email]( LEARN MORE ABOUT 4A's: [Homepage]( | [Training Programs]( | [All Upcoming Events]( 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 [] [] I always said to myself, wait and see, which is wrong. Give them their dinner when they're hungry. 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