72andSunny takes E-Trade to Super Bowl

Erich & Kallman teases "big change" for Reese's | 72andSunny takes E-Trade to Super Bowl | Kraft Heinz spot knows ketchup is worth "The Wait" Created for {EMAIL} | [Web Version]( January 25, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [Erich & Kallman teases "big change" for Reese's]( [Erich & Kallman teases "big change" for Reese's]( (Reese's/YouTube) Erich & Kallman is teasing Reese's Super Bowl campaign with two 15-second spots, "[Tennis](" and "Sprinkler." The spots feature a voice-over announcing a "big change" to Reese's Peanut Butter Cups as shocked people immediately stop what they're doing and cry "noooooooooo," getting pelted by tennis balls and water from a sprinkler. Full Story: [Adweek]( (1/24) [LinkedIn]( [X]( [Facebook]( [Email]( Lead as a skilled communicator Prepare to meet the evolving demands of a growing industry with OU's 100% online M.A. in Strategic Communication & Digital Strategy. Network and learn from leading industry experts. [Learn more and apply today.]( ADVERTISEMENT: [] Creative [] [72andSunny takes E-Trade to Super Bowl]( 72andSunny is making its debut for E-Trade with a 30-second Super Bowl spot running during the game's second quarter. The ad will feature the E-Trade Baby mascot and will tout "our best-in-class investing and trading platform as part of the Morgan Stanley Wealth Management ecosystem," says Morgan Stanley Wealth Management's Andrea Zaretsky. Full Story: [Ad Age (tiered subscription model)]( (1/24) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Kraft Heinz spot knows ketchup is worth "The Wait"]( [Kraft Heinz spot knows ketchup is worth "The Wait"]( (Heinz UK/YouTube) Kraft Heinz has rolled out a global campaign, including the US, which is inspired by company research that finds roughly 70% of diners will wait for ketchup to arrive before eating. A 10-second spot from 1984 titled "The Wait" depicts a young man earnestly seeking the return of his table's waitperson before eating his french fries, because "nothing says 'true love waits' like a hungry diner willing to hold off eating until their ketchup arrives," said George Buneder, chief marketing officer, Kraft Heinz. Full Story: [The Drum (free registration)]( (1/24) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [Mother L.A.'s Joe Staples on the agency's journey]( Joe Staples, chief creative officer at Mother, talks about joining Mother L.A. at its inception, its entrepreneurial culture and its goal of bringing together different disciplines. "Our take was it's good to have a media company, good to work with design, it's good to have a ventures group, but sit them at literally the same table and watch the creative overlap do its thing," Staples says. Full Story: [Campaign US (tiered subscription model)]( (1/24) [LinkedIn]( [X]( [Facebook]( [Email]( [] [New industrial revolutions shape marketing landscape]( Sustainable branding, ethical personalization, smart technology and empathetic marketing have become necessities in a world where the Fourth Industrial Revolution's digitalization and automation combines with the Fifth's human-focused and sustainable technology, writes Code and Theory's Anil Hari. Hari advises marketers to continuously learn and adapt to keep up with the changing landscape, communicate openly about their products and practices and balance individual focus with a grasp of the larger societal picture. 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