MAY 2017

Orange County Advertising Agencies, 4A’s Smartbriefs


AV Squad shows no seal is safe from Discovery’s Shark Week

AV Squad’s humorous new campaign for Discovery’s Shark Week features singer Seal performing “Kiss from a Rose” on a sun-kissed dock in front of an adoring crowd. A shark rises up from the sea and devours the artist, with a single rose left on the wrecked dock.
Adweek (5/26),  Entertainment Weekly (5/25)


KBS and Red Robin celebrate May birthdays, National Burger Month

KBS’ new campaign for Red Robin celebrates National Burger Month by offering free food to those with birthdays in May. The push encourages consumers to post pictures of their May babies using the hashtag #BornToBurger to get a free burger for the children every May until their 18th birthday and includes a spot with April-birthday babies crying because they missed out on the deal.
MediaPost Communications (5/29),  The Drum (Scotland) (5/28)

Above+Beyond touts Amazon Music Unlimited with funny, song-themed spots

Above+Beyond has created a humorous push called “Moments” for Amazon Music Unlimited in the US and UK, which features video and radio executions that match songs to funny scenarios. One spot has a cat knocking over toiletries in a bathroom accompanied by the Sex Pistols’ “Anarchy in the UK.”
The Drum (Scotland) (5/25)


Stop pandering to social critics — believe in your work

Not everyone is going to like your advertising, and that’s OK, writes Iris’ Adam Wright. Stop rushing to apologize or pull campaigns at the first social media criticism, and instead follow through on creative you believe in, he writes.
Campaign US (free registration) (5/30)

Why agencies need to speed up to meet marketing demands

Seventy-two percent of marketing chiefs and 68% of agency chiefs agree that “agency structures, processes and pace of delivery” are not evolving as quickly as brands want, Creative brief reports. Industry leaders spoke about the research at a recent event, with KFC’s global chief marketing officer, Jennelle Tilling, explaining that brands need agencies to quickly come up with bite-sized, consistent creative as marketing’s “pace and turnaround is so much faster.” (U.K.) (free content) (5/25)


Mitsubishi Motors launches creative review

Mitsubishi Motors is seeking a new US creative shop, and incumbent 180LA is not taking part in the review. The automaker invested $95 million in US measured media last year, up from $82 million in 2015, per Kantar Media.
Adweek (5/26)


Direct response ads tried out on Instagram Stories

Instagram is trialing direct response ads in Stories, enabling advertisers to pitch for app installs and sign-ups, with one ad from SumUp encouraging users to swipe up to sign up for its e-payment service. Stories’ full-screen ads could prove to be effective vehicles for direct-response advertising, writes Garett Sloane.
Advertising Age (5/24),  The Drum (Scotland) (5/25)

Because I cannot do everything, I will not refuse to do the something that I can do. – Edward Everett Hale, writer and minister


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