Creatives discuss the impact of OpenAI's Sora

VML, Sir Kensington's say "Obey Tongue!" | W+K NY shows "America Erased" through banned books | Anomaly NY, Captain Morgan show life is better "Sliced" Created for {EMAIL} | [Web Version]( February 26, 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 [] [VML, Sir Kensington's say "Obey Tongue!"]( [VML, Sir Kensington's say "Obey Tongue!"]( (Sir Kensington's/Instagram) VML's quirky campaign for condiment brand Sir Kensington's features spots voiced by a tongue seeking a reprieve from bland food and are running across TikTok, YouTube and Meta, with out-of-home ads set to start running in the summer. The spots show people being directed to "Obey Tongue!" by adding Sir Kensington's flavor to their meals. Full Story: [Muse by Clio]( (2/23) [LinkedIn]( [X]( [Facebook]( [Email]( Grow household penetration like Costco This case study shows how Costco uses Fetch to find and connect with new members. With Fetch, Costco can incentivize new membership sign-ups, drive incremental growth and shift long-term purchase behavior. [Get the case study](. ADVERTISEMENT: [] Creative [] [W+K NY shows "America Erased" through banned books]( [W+K NY shows "America Erased" through banned books]( (Courageous Conversation Global Foundation/YouTube) Wieden+Kennedy New York created an "America Erased" campaign with the Courageous Conversation Global Foundation, which features an anthem spot questioning how books can be banned in schools by a country that was built on the values of bravery and liberty. The campaign includes posters showing prominent voices erased from history and a dedicated site where people can sign up to coalition and buy banned books. Full Story: [Adweek]( (2/23) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Anomaly NY, Captain Morgan show life is better "Sliced"]( [Anomaly NY, Captain Morgan show life is better "Sliced"]( (Captain Morgan USA/YouTube) Anomaly New York is touting the new Captain Morgan Sliced brand of readymade rum cocktails with a "Sliced Is Better" campaign. A 30-second spot shows how the world can be improved when things get sliced, such as a wall being split to open up a room or a business suit being sliced to create a business casual look. Full Story: [MediaPost Communications (free registration)]( (2/23) [LinkedIn]( [X]( [Facebook]( [Email]( [Can you spare a Brief moment?]( Can you spare a Brief moment? You have been selected to participate in a short, anonymous three-question survey. [Click here to share your feedback.]( ADVERTISEMENT [] Agency Insider [] [3 interventions to make AI benefit Black communities]( Code and Theory's Kirstyn Nimmo explains how change has to happen now to ensure AI doesn't further harm Black communities, including making inclusion its primary focus and training the technology to improve Black representation. "Without intervention, AI can be a tipping point toward inequality. But with the right interventions, it can do the opposite -- and help solve human bias and racism," Nimmo writes. Full Story: [Campaign US (tiered subscription model)]( (2/22) [LinkedIn]( [X]( [Facebook]( [Email]( [] [Creatives discuss the impact of OpenAI's Sora]( Creatives discuss the impact of OpenAI's Sora (SOPA Images/Getty Images) Creatives debate the merits of OpenAI's text-to-video Sora tool, with some worried about it reducing job opportunities and advertising's artistry. McCann Worldgroup's Elav Horwitz notes its superior storytelling abilities compared to Runway 2 and Ogilvy North America Kaare Wesnaes agrees, but doesn't think it will produce anything of "Super Bowl quality" anytime soon. Full Story: [Ad Age (tiered subscription model)]( (2/26) [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 [] [Katherine O'Brien joins Gut as ECD]( Katherine O'Brien joins Gut as ECD O'Brien (Katherine O'Brien/LinkedIn) Katherine O'Brien was hired as executive creative director by Gut, reporting to Chief Creative Officer Ricardo Casal. O'Brien previously worked with 72andSunny as a freelance group creative director, and, before that, full time with VaynerMedia, Grey Group, B-Reel and Code and Theory. Full Story: [Campaign US (tiered subscription model)]( (2/23) [LinkedIn]( [X]( [Facebook]( [Email]( [] Media & Technology Trends [] [Google puts Gemini on hold amid image issues]( Google paused image creation through its Gemini conversational AI platform following social media backlash among users, citing issues with historical inaccuracies such as showing people of color as America's Founding Fathers and as World War II German soldiers. Representatives say the model became oversensitive and the incidents were "embarrassing and wrong." Full Story: [TechCrunch (tiered subscription model)]( (2/23), [The Wall Street Journal]( (2/23) [LinkedIn]( [X]( [Facebook]( [Email]( [] 4A's News [] [Registration open for 4A's Advancing Talent 2024: March 28]( Attention talent specialists, HR decision-makers, managers and mentors! Unlock the key to exceptional work by tapping into your most valuable resource: your team! Gain insights during this [March 28 virtual event]( on how to eliminate the barriers that limit human potential and in the process, inspire your employees to deliver excellence. Take advantage of the [special member pricing]( and 5-block tickets. [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. 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](. 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