Agency leaders on what makes a good Super Bowl ad

W+K, DoorDash give away every product in Super Bowl ads | VML, Hellmann's reveal "Mayo Cat" Super Bowl spot | GS&P teases Mtn Dew Super Bowl ad with Plaza, Offerman Created for {EMAIL} | [Web Version]( January 31, 2024 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [X]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [W+K, DoorDash give away every product in Super Bowl ads]( [W+K, DoorDash give away every product in Super Bowl ads]( (DoorDash/YouTube) Wieden+Kennedy Portland's 30-second Super Bowl spot for DoorDash, voiced by actor Laurence Fishburne, will invite fans to enter a "DoorDash-all-the-ads" sweepstakes with one lucky person winning delivery of every single thing advertised during the Big Game. A 30-second teaser touts the promotion, promising "DoorDash can doordash pretty much anything." Full Story: [Muse by Clio]( (1/30), [Adweek]( (1/30), [Ad Age (tiered subscription model)]( (1/30) [LinkedIn]( [X]( [Facebook]( [Email]( [An effective alternative to traditional advertising]( With its precise targeting capabilities, high engagement and cost-effective campaigns, connected TV advertising offers a compelling alternative to traditional advertising channels. Join industry experts as they explore which CTV trends you should embrace and how to integrate them with other marketing strategies. [Register now](. ADVERTISEMENT: [] Creative [] [VML, Hellmann's reveal "Mayo Cat" Super Bowl spot]( [VML, Hellmann's reveal "Mayo Cat" Super Bowl spot]( (Hellmann's/YouTube) VML released a 60-second version of its "Mayo Cat" Super Bowl spot for Hellmann's. The ad shows Kate McKinnon being inspired by her cat's "meow" -- which sounds like "mayo" -- to make a meal from leftovers in her fridge. McKinnon then finds global fame with the "talking" cat, who also happens to become tabloid news for a romance with Pete Davidson. Full Story: [Adweek]( (1/30), [Muse by Clio]( (1/30) [LinkedIn]( [X]( [Facebook]( [Email]( [] [GS&P teases Mtn Dew Super Bowl ad with Plaza, Offerman]( [GS&P teases Mtn Dew Super Bowl ad with Plaza, Offerman]( (Mountain Dew/YouTube) Mtn Dew released two teasers for its Baja Blast Super Bowl spot from Goodby Silverstein & Partners, which will star Aubrey Plaza and Nick Offerman. The teasers feature a deadpan Plaza, unimpressed in one spot with her fire-breathing dragon co-star and, in the other, says she [ate the flowers sent]( to her. Full Story: [Ad Age (tiered subscription model)]( (1/30) [LinkedIn]( [X]( [Facebook]( [Email]( [] Agency Insider [] [Agency leaders on what makes a good Super Bowl ad]( Agency leaders from Known, 72andSunny, BBDO and Shadow talk about the components of the best Super Bowl spots. "People want to be surprised and delighted," says 72andSunny's Juliana Cobb, while Known's Ross Martin says, "The most successful are those that provoke a shared experience for everyone in the room that you're watching it with." Full Story: [Adweek]( (1/30) [LinkedIn]( [X]( [Facebook]( [Email]( [] [The 3 Rs of effective multicultural marketing]( [The 3 Rs of effective multicultural marketing]( (Kindel Media/Pexels) Research, representation and respect are three key elements of successful multicultural marketing, according to a survey of SmartBrief readers. "Successful multicultural campaigns ... understand and incorporate cultural insights that are relevant to the target audience," says Plan C Agency's Giancarlo Pacheco, while Dunn Marketing's Laura Dunn advises demonstrating an "authentic desire and effort to learn about, understand and actively communicate with your audience." Full Story: [SmartBrief/Marketing]( (1/31) [LinkedIn]( [X]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our sponsors - [Nonverbal Communications Skills -- The 10 Skills You Need to Learn]( - [70+ Excel Keyboard Shortcuts for Windows (Free Cheat Sheet)]( - [Best Practices for Email Etiquette]( - [11 Habits That Will Give You A Complete And Successful Life]( - [Creating Positive Habits - The Ultimate Guide]( [] Agency News [] [Danny Robinson elevated to CEO of The Martin Agency]( Danny Robinson elevated to CEO of The Martin Agency Robinson (Jared Soares/The Martin Agency) The Martin Agency promoted Danny Robinson from chief creative officer to CEO, succeeding Kristen Cavallo. "Danny is a creative visionary, and I'm sure the contributions he can make to this storied agency as its CEO will be significant," said IPG CEO Philippe Krakowsky. Full Story: [Adweek]( (1/31), [Campaign US (tiered subscription model)]( (1/30), [Ad Age (tiered subscription model)]( (1/31) [LinkedIn]( [X]( [Facebook]( [Email]( [] - [Agency leaders teach at Audacious School of Astonishing Pursuits]( Adweek (1/30) [] - [WPP announces restructuring savings, AI investment]( Campaign US (tiered subscription model) (1/30) [] Media & Technology Trends [] [TikTok continues leaking consumer data, say sources]( TikTok employees are still being asked to share users' birth dates, email and IP addresses and similar data with colleagues in other departments and with ByteDance, per Wall Street Journal sources, which counters promises TikTok made to US leaders it would no longer share sensitive information with China-based staff. Sources also say that US TikTok employees can't keep up with algorithm changes made in China. Full Story: [Social Media Today]( (1/30), [The Wall Street Journal]( (1/30) [LinkedIn]( [X]( [Facebook]( [Email]( [] 4A's News [] [4A's Crash Courses: Navigate the Nuances of AI]( Tackle the complexities of AI with the right balance of confidence and caution. We've curated content that covers a wide range of topics in this self-paced crash course, including how agencies are harnessing AI's power, opportunities, legal considerations, tools and risks. [Start learning](. [LinkedIn]( [X]( [Facebook]( [Email]( [] [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. 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