4A's Kaplowitz talks Super Bowl with Grey, Kellanova

GS&P tries #TalkinlikeWalken for BMW | Erich & Kallman, Reese's prompt a meltdown | 72andSunny, E-Trade take "Picklebabies" to Super Bowl Created for {EMAIL} | [Web Version]( February 6, 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 tries #TalkinlikeWalken for BMW]( [GS&P tries #TalkinlikeWalken for BMW]( (BMW USA/YouTube) Goodby Silverstein & Partners' 60-second Super Bowl spot for BMW shows Christopher Walken constantly having to put up with people trying to impersonate his voice as he goes about his day in BMW's i5 electric vehicle. The ad features a cameo from Usher, who's performing in the game's halftime show, and a supporting campaign includes a #TalkinlikeWalken TikTok challenge. Full Story: [Adweek]( (2/5), [Muse by Clio]( (2/5), [Ad Age (tiered subscription model)]( (2/5) [LinkedIn]( [X]( [Facebook]( [Email]( Delivering integrated food & beverage solutions With Tetra Pak, you get more than a production line. You get expert advice on every choice along the way— from strategic decision-making & operational efficiency to your sustainability transformation and new product development. [Learn more]( about the many ways to work with Tetra Pak. ADVERTISEMENT: [] Creative [] [Erich & Kallman, Reese's prompt a meltdown]( [Erich & Kallman, Reese's prompt a meltdown]( (Reese's/YouTube) Erich & Kallman's 30-second Super Bowl spot for Reese's is voiced by Will Arnett, who announces a big change to the candy. The news prompts a meltdown from a family in their living room, as reactions vary from people sticking their heads in a pot of chili to jumping out of a window, until Arnett's voice reassures that the change is simply a new candy with a caramel layer. Full Story: [Ad Age (tiered subscription model)]( (2/5) [LinkedIn]( [X]( [Facebook]( [Email]( [] [72andSunny, E-Trade take "Picklebabies" to Super Bowl]( [72andSunny, E-Trade take "Picklebabies" to Super Bowl]( (E-Trade from Morgan Stanley/YouTube) 72andSunny is making its debut for E-Trade with a 30-second Super Bowl spot from its New York office running during the second quarter. "Picklebabies" features two babies playing pickleball against two adults as one says, "We got nothing to worry about. With E-Trade from Morgan Stanley, we're ready for whatever gets served up." Full Story: [Muse by Clio]( (2/5), [Adweek]( (2/5), [Ad Age (tiered subscription model)]( (2/5) [LinkedIn]( [X]( [Facebook]( [Email]( [The rise of CTV in marketing]( Combined with advancements in programmatic technology and AI-driven tools, CTV has created new opportunities for marketers to connect with their target audiences and drive campaign results. Join industry experts as they explore which trends you should embrace and how to integrate CTV with other marketing strategies. [Register now](. ADVERTISEMENT: [] Agency Insider [] [4A's Kaplowitz talks Super Bowl with Grey, Kellanova]( Marla Kaplowitz, president and CEO of the 4A's, talks to Grey Group's Jason Kahner and Kellanova's Diane Sayler about their partnership and how past Super Bowl campaigns focused on the brand's uniqueness led to this year's work [centered around Mr. P.]( "We always want to do things only Pringles can do and lean into our own distinctive assets," Kahner says. Full Story: [The Drum (free registration)]( (2/5) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Outsource these 9 tasks to AI]( Artificial intelligence can let employees concentrate on tasks that require creativity and expertise by handling jobs where its reductive, derivative, repetitive nature is an advantage, writes Greatest Common Factory's John Trahar. Trahar's list of AI-appropriate tasks includes retouching, contract creation and assembling research materials. Full Story: [Ad Age (tiered subscription model)]( (2/2) [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]( - [7 Mistakes to Avoid When You Set New Years Goals for 2024]( - [What To Do When Stress Gets the Best of You]( - [The Future of AI in Technology]( [] Agency News [] [IPG names Susan Credle as first Creative Advisor]( IPG names Susan Credle as first Creative Advisor Credle last summer during an IPG event in Cannes, France (Olivier Anrigo/Getty Images) Susan Credle was named by IPG as its first Creative Advisor to promote a culture of creativity across the holding company's current and emerging services, such as marketing technology and commerce. Credle will remain as chair of FCB until the end of this year. Full Story: [MediaPost Communications (free registration)]( (2/5), [Adweek]( (2/5) [LinkedIn]( [X]( [Facebook]( [Email]( [] - [AI-fueled "Culture Decoder" unveiled by Huge]( MediaPost Communications (free registration) (2/5) [] - [Pereira O'Dell launches Silverside AI lab]( Ad Age (tiered subscription model) (2/6) [] Media & Technology Trends [] [Big tech digital ad gains point to upbeat future]( Alphabet, Amazon and Meta increased their ad revenue by double-digit percentages last quarter, with Amazon and Meta's growth reaching more than 20%, and experts take that as a sign that the market is rebounding. Analysts from William Blair noted that companies are less concerned about the war in Ukraine and that interest rates may be on a more favorable path. 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