Dive Brief: Between 2020 and 2021, 58% of characters in CPG ads were female while 41% were male, according to new research by CreativeX shared with Marketing Dive. Of all female characters analyzed by the group, 44% were shown in professional settings. However, those advertisements received nearly half the spending […]
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Peloton ads track journey of converted skeptics as business challenges mount
UPDATE: Feb. 22, 2022: Peloton has started offering partial refunds for orders that have been hit by delays as a result of operational changes, as well as waivers for members whose repairs or swaps have been impacted, according to a copy of a note to members that the brand shared with Marketing […]
Super Bowl LVI ads stick to old scripts as digital innovations prove divisive
Following a muted big game in 2021, Super Bowl LVI felt like a comeback for television’s most-watched event. On-field play was lively, delivering a close matchup that saw the Los Angeles Rams eke out a last-minute victory against the Cincinnati Bengals on the Rams’ home turf of SoFi Stadium. The Pepsi […]
‘We’re back’: Humor, optimism make a big return in Super Bowl LVI ads
The Super Bowl rarely goes off without a hitch in a good year, let alone a period of volatility. The NFL is currently caught in another controversy around racial discrimination. Marketers are jumping through production hoops to get their ads off the ground. And the coronavirus is still killing thousands […]
SmileDirectClub’s strategy for TikTok blends tweaking TV ads and fresh content
SmileDirectClub has ramped up its advertising on TikTok after seeing strong results on the buzzy social video app. Amid its broader push to reach new customers for its teeth-straightening retainers, SmileDirectClub has found that TikTok delivers the best results with a combination of programmatic ads and organic engagement. “We’re able […]
Hyundai revs up new Elantra with TV ads, AR showcases and gaming
Dive Brief: Hyundai is promoting its 2021 Elantra with a heavily digital campaign, the company announced. Two new ads will run during national TV broadcasts, including during NBC’s Sunday Night Football, and one will feature the BTS song “Dynamite” while demonstrating how the vehicle’s Dynamic Voice Recognition helps drivers. The […]
Acura accelerates into AR, cinematic ads with multichannel push for TLX
Dive Brief: Acura’s newly available 2021 TLX sport sedan stars in a new 60-second ad shot in the style of a 1920s silent film and set to “It’s Oh So Quiet,” sung by actress and singer Betty Hutton, per an announcement. The multichannel “Break the Silence” campaign includes 15- and […]
Google ‘should be liable’ if savers fall for scam investment ads, watchdog says
Search engines and social media sites should bear “clear legal liability” for financial advertisements on their platforms, the City watchdog has said. The Financial Conduct Authority issued a fresh warning to the likes of Google, which has been repeatedly criticised for allowing high-risk investments to be marketed to users searching for […]
How Ryder’s first ads about its supply chain business lifted lead volume 21%
As e-commerce soars due to the coronavirus pandemic’s effects on daily life, a company’s supply chain is more essential than ever. For Ryder, supply chain management accounts for about $4 billion of its $9 billion in annual business, even though the company is best known for leasing and rental trucks. […]
Bud Light spotlights Black-owned eateries in ‘Thursday Night Football’ ads
Dive Brief: Bud Light is promoting Black-owned bars and restaurants that have faced financial hardship during the coronavirus pandemic by highlighting them in a series of commercials during “Thursday Night Football,” according to an announcement emailed to Marketing Dive. Each week, the “Bud Light Thursday Night Shoutout” profiles a Black […]