McDonald’s And J Balvin Debut Limited Edition Merch Collection

Following the addition of J Balvin’s signature meal to its menu, McDonald’s has released a 58-piece limited-edition merch collection with the reggaeton artist that includes an Oreo McFlurry-inspired bucket hat, fries-themed outdoor camping chair and order receipt tattoo sticker, among other items inspired by J Balvin’s favorite McDonald’s menu items.

The J Balvin and McDonald’s line of apparel and accessories features a splash of neon colors reminiscent of the ‘80s and includes a pink and yellow fries bed sheet, hamburger lounge slippers, logo snapbacks, tees, sweatshirts, sunglasses, a watch and more. Prices range from $4 to $180.

The J Balvin Meal is available for purchase in restaurants for carry-out, at drive-thru, via McDelivery or through the McDonald’s app, from October 5 to November 1. Those who order via the app receive a free Oreo McFlurry.

McDonald’s foray into direct-to-consumer (DTC) fashion began in December last year when it launched its first-ever online popup shop giving US fans year-round access to exclusive items.

More recently, McDonald’s has reimagined its role in popular culture by doing multi-tier collaborations with popular music artists. On September 8, McDonald’s rolled out rapper Travis Scott’s go-to order, the Cactus Jack meal, available for $6 only on the McDonald’s app. In addition, the partnership saw the launch of a capsule merch collection and a national commercial. The apparel sold out in days.

Phase two of McDonald’s activation with Scott, which the brand rolled out three weeks later, included a Twitter sweepstakes to win one of five handmade Travis Scott action figures. To enter, fans were required to quote tweet this post with the caption, “Cactus Jack sent me to @McDonalds #CactusJackSweepstakes.” The post saw 48,7000 quote tweets, nearly 8,000 retweets and 33,600 likes.

McDonald’s may have boosted its sales and drove up its stock price with the celebrity-powered signature meals, but a Vice report reveals the fast-food giant’s potential motive for putting a celebrity on its menu for the first since 1992: to cover up racial discrimination lawsuits filed by a pair of black former McDonald’s executives and 52 franchise owners.

The first lawsuit claims that the number of black employees in leadership roles at McDonald’s declined from 42 in 2014 to just seven by last year. The latter suit claims that McDonald’s subjected the franchise owners to “systematic and covert racial discrimination” over the span of decades.

In July, McDonald’s launched a $500,000 scholarship fund to help students attending historically black colleges and universities (HBCUs). More recently, in October McDonald’s announced its new partnership with Essence Girls United, Thurgood Marshall College Fund and iHeart Media to provide the black community with mentorship opportunities, seed capital for entrepreneurs and college scholarships.

Listen In: The Family That Works Together, Stays Together

(Originally aired October 20th on LinkedIn Live.)

On today’s episode of Listen In, Matt Bretz chats with LGBTQIA+ Activist and Creative Producer Daniella Carter.


The discussion explores how agencies and studios can connect directly with black creators through DaniellasGuestbook.com, an initiative that is making a bridge between black creators and clients who need their talent.


About Listen In: Each week on Listen In, Bretz and a rotating cast of hosts from Ayzenberg interview experts in the field of marketing and advertising to explore uncharted territory together. The goal is to provide the a.network audience with actionable insights, enabling them to excel in their field.

“I Quit” TV Show Star, Mike D’s BBQ

On this 230th episode of “Marketing Today,” I interview Michael De Los Santos, founder of Mike D’s BBQ. Mike is a part of the entrepreneurs being profiled on the Discovery Channel Show, I Quit.

We start our conversation with Mike’s background and how he found his way into the world of BBQ. With previous experience in the nonprofit sector and fighting for social justice, Mike believes that “if you have food, you can bring anybody in town to the table to talk while they’re eating.” Then, Mike dives into his experience on the Discovery Channel reality show, I Quit, and how it has taught him so much about the benefits of networking and being uncomfortable.

Mike approaches his marketing and advertising in two ways; “one, to get sales, and two, to build that brand awareness, so people know who you are.” We talked about Mike’s experience as a father when he lost his 6-month old son and how it changed his perspective on life. “Go after all your passions and what makes you happy. Otherwise, you might not get the chance to do that.” Lastly, Mike elaborates on the challenges and opportunities that come with the world’s current climate, both from social justice to the pandemic!

Highlights from this week’s “Marketing Today”:

  • Mike grew up all over the place but made his way to Durham. 1:28
  • Becoming a reality star was never something that Mike wanted to do. 2:14
  • Mike D’s BBQ is a line of sauces and dry rubs that emerged on the scene in 2014 and have exploded ever since. 2:47
  • The draw to BBQ came from a love of the North Carolina BBQ that Mike would eat as a kid. 3:28
  • Different regions have their own styles of BBQ, and Mike tries to combine the best of all worlds. 4:41
  • Before getting into the world of BBQ, Mike and his wife were fighting for economic justice. 6:42
  • Getting people together over food is more effective than other methods. 7:54
  • It was a difficult transition from a steady paycheck to the life of an entrepreneur with a family. 8:44
  • Mike and his wife are very used to working together, so running a business together has been a smooth process. 10:05
  • Hispanic and African American roots inspired the unique flavors that one can find at Mike D’s BBQ. 11:23
  • Brisket is Mike’s favorite meat to work with, even though it is usually a Texas thing. 12:24
  • Working with the show has given Mike the ability to be comfortable with being uncomfortable. 13:20
  • What it was like working with three very outgoing and successful people as an introvert. 14:55
  • Now more than ever, businesses have to learn how to pivot when things aren’t working. 16:13
  • After making his first sale and winning an award, Mike knew that he was onto something and had a business. 17:45
  • Having an already-established online business helped Mike D’s pivot with the global pandemic. 18:48
  • Advertising/marketing to grow sales vs. advertising/marketing to increase brand recognition. 20:23
  • Social media ads and brand-awareness sponsorships are working very well right now. 21:02
  • Working with NASCAR isn’t as difficult when working with the family-owned teams. 22:25
  • Living in a military family and moving around all the time prepared Mike to pivot and market himself. 24:41
  • Losing his son at only 6-months old changed Mike’s perspective on life. 25:34
  • Mike’s book, My Heart Warrior, chronicled the experience of losing a child through the father’s eyes. 27:04
  • Make no excuses. Pursue what makes you happy in the long-term because at the end of the day that’s what matters. 29:22
  • Right now, there is a lot of support to help black businesses, and TheNileList is doing a great job of helping people do that. 31:30
  • There’s an opportunity to show the black community that their lives matter, but it must be done in the right way. 32:59
  • Marketing with other marketers is an excellent opportunity to become a national brand. 34:13

Resources Mentioned:

Subscribe to the podcast:

Connect with Marketing Today and Alan Hart:


Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation, and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.

USAA’s Tony Wells On Marketing & Diversity

On this 229th episode of “Marketing Today,” I interview Tony Wells, Chief Brand Officer at USAA.

We begin with an inside look into Wells’ basketball days playing alongside David Robinson during The Naval Academy’s magical Elite Eight Run. Wells then dives into his unique transition into the corporate world from his military service. “I love this idea of engaging with consumers or members,” Wells says regarding his attraction towards the marketing function. After a handful of positions at various top companies, Wells found his home at USAA. “One of the challenges in marketing…is you want to talk to everybody. We’ve been able to narrow this thing down to those who have served.”

We then discuss how and why USAA has brought the function of Diversity & Inclusion under the organization that Wells runs. Wells describes how important it is to the company’s future branding because “the pie can get bigger and deeper for everybody when we all seek to win and live and succeed together.” Wells believes that if you can put your ego aside and know your role, you can help your team achieve something greater than individual success!

Highlights from this week’s “Marketing Today”:

  • Tony had the opportunity to play in the NCAA Tournament alongside NBA HOF David Robinson. 1:32
  • Committing to The Naval Academy was inspired by a plethora of factors. 2:55
  • You have the option of going to The Marine Corps out of The Naval Academy, and that’s exactly what Tony did. 3:54
  • Making a transition from a career in military service to the corporate sector 4:42
  • USAA is a brand with a purpose, which made Tony feel at home when he started there. 6:02
  • Tony’s success can be partly attributed to his ability to speak the same language as those in his company. 8:20
  • A promotion to Chief Brand Officer has changed Tony’s role in the company, though the storytelling has stayed the same. 9:39
  • USAA was formed almost 100 years ago by 25 officers and has experienced a plethora of changes along the way. 10:50
  • Tracking a wide range of metrics has allowed USAA to stay connected with its members at a personal level. 12:27
  • Customer satisfaction is based on so much more than the numbers. 13:26
  • Due to being a member-driven company, USAA has given back massive dividends to its members during the pandemic. 14:25
  • COVID has forced all companies to change their marketing techniques, and USAA decided to focus on the things that mattered. 15:53
  • Remote production has been a challenge but has allowed USAA to learn about its capabilities. 17:51
  • Diversity & Inclusion has been brought into the marketing side of the company, which is unusual in large corporations. 19:15
  • It only makes sense that D&I be included in the branding and marketing of a company. 21:40
  • Tony’s bad and good experiences as a black male have helped fortify his diverse mindset in the boardroom. 23:57
  • People want to be their authentic selves at the workplace, and Tony is trying to promote that. 26:22
  • Uncomfortable conversations need to be had so that everyone has an opportunity to be successful and included. 29:08
  • Technology has caused the marketing and branding space to undergo a dramatic change. 31:39
  • Tony’s experience playing basketball taught him the importance of playing for the name on the front of the jersey, not on the back. 34:00
  • If Tony could go back, he would take more risks on his way up. 35:20
  • Environmental Societal and Governance (ESG) are only going to become more important to consumers in the future. 37:51
  • The pandemic has forced a digital transformation and could shrink the number of brands in various spaces. 38:58

Resources Mentioned:

Subscribe to the podcast:

Connect with Marketing Today and Alan Hart:


Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on opportunities around brand, customer experience, innovation, and growth. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine startups.

NBCUniversal Elevates Linda Yaccarino To Chairperson Of Global Advertising And Partnerships

This week in leadership updates, NBCUniversal promotes Linda Yaccarino to chairperson of global advertising and partnerships, Yum! Brands appoints Lauren Hobart to its board of directors, Blaze Pizza names Vince Szwajkowski as CMO, Qdoba hires Jeannie Cho as CMO, Virgin global chief brand officer Lisa Thomas steps down, Dalila Wilson-Scott accepts a promotion as Comcast’s executive VP and chief diversity officer and more.


NBCUniversal Promotes Linda Yaccarino To Chairperson Of Global Advertising And Partnerships

According to a press release, Linda Yaccarino has been elevated to NBCUniversal’s chairperson of global advertising and partnerships.

Yaccarino adds data strategy unit, local and regional sports network sales and cross-company strategic initiatives to her purview, in addition to global and national sales.

Since joining NBCUniversal in 2011, Yaccarino has led the growth of the company’s advertising sales efforts to a $10 billion-plus business annually.

The news follows NBCUniversal’s fusion of linear and digital assets as one platform and the launch of Peacock earlier this year.


Yum! Brands Appoints Lauren Hobart To Board Of Directors

Yum! Brands Inc. has appointed Lauren Hobart, president of Dick’s Sporting Goods, to its board of directors, effective November 12.

Hobart first joined Dick’s in 2011 and has held leadership roles including executive vice president, chief customer and digital officer and chief marketing officer. She has been president of Dick’s since 2017.

Prior to joining Dick’s, Hobart spent 14 years at PepsiCo in various strategic planning and marketing roles.


Blaze Pizza Names Vince Szwajkowski As Chief Marketing Officer

Blaze Pizza has announced the appointment of Vince Szwajkowski to CMO.

Before joining Blaze, Szwajkowski served as CMO for ArcLight Cinemas and Pacific Theaters, where he built and launched the new ArcLight brand platform.


Qdoba Hires Jeannie Cho As Chief Marketing Officer

Qdoba has named Jeannie Cho as its CMO.

Most recently, Cho served as the vice president of marketing of PepsiCo’s Frito-Lay portfolio. Prior to that, she was vice president of marketing, global brands, namely Lay’s, Doritos and Cheetos.


Comcast Promotes Dalila Wilson-Scott To Executive Vice President And Chief Diversity Officer

Dalila Wilson-Scott has accepted a promotion as Comcast’s executive VP and chief diversity officer, reports Variety.

Wilson-Scott will continue to head up the Comcast NBCUniversal Foundation and the company’s community impact initiatives, which she has since joining Comcast.

Prior to joining Comcast, Wilson-Scott worked for over 15 years at JPMorgan Chase as head of global philanthropy and president of the JPMorgan Chase Foundation.


Icahn Automotive Names Deborah Brundage As Chief Marketing Officer

Icahn Automotives, the parent company of Pep Boys, has hired Deborah Brundage as CMO.

In her new role, Brundage will direct the company’s marketing and customer experience strategies, with a strong focus on consumer insights and digital engagement.

Brundage comes to Icahn Automotives from Monro Inc., where she served as CMO. Prior to Monro, she spent nearly 17 years at Procter & Gamble.

TikTok Deal Would Affect Marketer’s Ad Plans For 2021

This week in social media news, a new study shows marketers believe Oracle and Walmart’s acquisition of TikTok would affect their advertising plans, Snapchat publishes a study examining how the pandemic is changing Gen Z’s school experiences, Facebook introduces new branding and features for Messenger, YouTube tests product tags with creators, Facebook launches the #BuyBlack Friday program to support small businesses and Instagram introduces three new audio features for Reels.


Marketers Say TikTok Deal With Oracle, Walmart Would Affect Their 2021 Advertising Plans

According to a survey from Vancery, 73 percent of marketing executives said a deal for Oracle and Walmart to purchase TikTok would affect their 2021 advertising plans.

Why it matters: The findings come as the federal government last week appealed a judge’s ruling that prevented the Trump administration from inflicting a ban on TikTok, further escalating the issue between TikTok’s parent company ByteDance and the White House, reports The New York Times.

The details: Among the marketers who said Oracle and Walmart’s acquisition of TikTok would impact their plans, the most common effects would be changes in ad products (94 percent), new consumer behaviors from increased usage of TikTok (75 percent) and new products (38 percent).

In addition, 86 percent of marketers are concerned the deal would make Oracle a leader in advertising data and 41 percent believe the deal gives Walmart a chance to outperform Amazon in ecommerce.


Snapchat Publishes Report On Pandemic’s Impact On Gen Z Education

As students head back to school, Snapchat has released the findings of a study examining the immediate and long-term effects of the pandemic on education, from the perspective of Gen Z Snapchatters aged 13-24 around the globe.

Why it matters: Snapchat’s revenue growth slowed in the wake of the pandemic earlier this year, but the app has seen an increase in usage since lockdowns, with daily active users (DAUs) growing 17 percent year-over-year in Q2. Still, analysts predict Snap’s Q3 earnings will decline.

The details: According to the report, 84 percent of US Snapchatters’ schooling has changed this year due to the pandemic, moving at least partially to remote learning. A quarter of users report postponing their school plans this year; the figure is higher in Brazil (37 percent) and Japan (38 percent).

The survey also found that students believe the value of school goes beyond classroom learning. For example, Snapchatters in Japan, France, Germany, Italy and Saudi Arabia ranked making friends as their top priority while users in India and Norway said social experiences.

The new normal for students has also become a source of stress because of the pandemic.

Lastly, over half (59 percent) of US Snapchatters say it’s important to get good grades and just 25 percent of the same group believe you need a degree to be successful.


Facebook Updates Messenger Logo And Adds New Features

On the heels of introducing cross-communication between Instagram and Messenger, Facebook has announced new Messenger branding and features including a new Messenger logo and new chat themes.

Why it matters: As per Facebook: “10 million people customize their conversations every day so we know that personalization is important when it comes to how you connect. Together with new delight features like selfie stickers and vanish mode that are coming soon, making your chats fun and personalized has never been easier.”

The details: Messenger’s new logo, which features a color gradient tone, “reflects a shift to the future of messaging,” according to Facebook.  

The app is also adding new chat themes, like love and tie-dye, and custom reactions.


YouTube Tests Product Tags With Limited Number Of Creator Channels

YouTube is testing a feature that would enable creators to tag and track products featured in their video, as well as integration with Shopify for selling items through YouTube, reports Bloomberg.

Why it matters: The expanded shopping tools are part of YouTube’s larger shift toward ecommerce, which it ramped up as the pandemic crushed advertising. In early August, to help its creators diversify their revenue, YouTube rolled out subscriptions, from which it takes a 30 percent cut.

The details: According to Bloomberg, YouTube creators will have control over the products displayed in their videos. Then data will be linked to analytics and shopping tools from Google.


Facebook Launches #BuyBlack Friday Program To Support Small Businesses

Facebook has announced an initiative called #BuyBlack Friday to support small black-owned businesses through free resources, app features and live virtual events. #BuyBlack is part of Facebook’s three-month-long Season of Support, an initiative providing free resources, education and training to help small businesses survive the holiday season.

Why it matters: Black-owned businesses have been hit especially hard by COVID-19, closing at twice the rate of other small businesses, according to Facebook. Since March, more than 3.5 million people on Facebook in the US have joined new groups created to support black-owned businesses.

The details: Starting October 30, Facebook will introduce features in the app that encourage people to create posts supporting black-owned businesses. Facebook will offer interested businesses a toolkit so they can promote #BuyBlack through their own channels.

Facebook is also launching a range of events and resources within its Lift Black Voices Hub and on the Facebook app’s Facebook Page, including the #BuyBlack Friday Show, which will air live every Friday from October 30 to November 27 and feature black businesses, musical artists and entertainers.

Later this month, Facebook will release its #BuyBlack Gift Guide, which will showcase products from US black-owned businesses across a range of categories.


Instagram Rolls Out New Audio Features For Reels

Instagram is introducing three new Reels features to encourage users to engage in musical trends in the app.

Why it matters: Expanding the audio features on Reels is Facebook’s way of aligning itself with the music usage trends displayed by TikTok users.

The details: The first new Reels feature enables users to save sounds within the app that they can use in their own Reels clips. Users can now also DM each other collections of Reels that use specific audio. Lastly, Reels users can browse sounds and music, plus Reels clips that feature that audio.

What We’re Reading—Week Of October 12th

A glimpse at the articles we’re sharing behind the scenes at AList.


A Complete Guide to AI Digital Assistants for Marketers

Neil Patel

Automating a majority of your workflow via artificial intelligence (AI) allows you to target individuals rather than generic groups, optimize content marketing workflow and streamline SEO strategy.

Why it matters: Artificial adoption among marketers is up 186 percent from 2018, according to the Salesforce State of Marketing Report.


The App Industry’s Reckoning With Privacy, Control, And Consumer Empowerment

VentureBeat

The best way to drive profit in a post-pandemic era isn’t to raise prices or churn through users, but to show consumers you care through enhanced privacy and security measures.

Why it matters: Two out of three consumers are willing to delete an app if it collects information unrelated to the app’s main offer unless they receive real value in return, according to a survey by Anagog.


Why Every Brand Should Be Anti-Capitalist

The Drum

To be more pro-consumer, brands must become anti-capitalist and communicate in a human-centric way.

Why it matters: This means not using your competition as a template for your point of view, challenging established systems that act against inclusivity and recognizing you can’t reach every audience but still honoring intersectionality.


Adidas Hosts Digital Festival Featuring Karlie Kloss To Launch New Trainer Styles

Campaign

As Adidas prepares to launch 70 new designs of its sneakers, the brand is hosting a week-long digital festival starting October 14 featuring panels with musicians, sportspeople, supermodels and designers, as well as 30 surprise raffles.

Why it matters: The festival marks Adidas’ first-ever members’ week as the event is limited to members of the brand’s free Creators Club loyalty program.


Walmart Will Host Socially Distant Trick Or Treating And Tailgate Events At Stores This Fall

Adweek

Walmart is extending its virtual summer camp into fall with a range of Halloween-themed activations including virtual tutorials, contactless trick-or-treating at 100 of its stores around the US starting on October 15 and tailgating events that kick off in six college towns across Colorado, Michigan, Minnesota, Ohio, Wisconsin and Utah.

Why it matters: The pandemic has prompted 75 percent of consumers to change their Halloween plans, according to a survey from the National Retail Federation (NRF).

The Clio Awards Announces 2020-2021 Jury Pool

After postponing its October gala to 2021 due to the concerns over COVID-19, The Clio Awards has announced its jury pool for the 2020-2021 cycle—175 jurors representing 30 countries—the largest in the ad award program’s 61-year history.

This year’s Clio Awards will feature nine jury chairs—Daniele Cachich, chief marketing officer of PepsiCo Foods Brazil; Alex Grieve, chief creative officer of AMV BBDO; Devika Bulchandani, president of McCann North America; Fura Johannesdottir, chief design officer of Huge; Susan Credle, global chief creative officer of FCB; Ralf Heuel, chief creative officer and partner at Grabarz & Partner; Shelley Elkins, chief creative officer at Jack Morton; Joe Sciarotta, deputy chief officer of Worldwide Ogilvy; and Chris Gee, general manager, head of digital for US Corporate and Advisory at Edelman.

A “very diverse and balanced jury” will judge work in this year’s 17 categories spanning creative effectiveness, audio, branded entertainment and content, design, film, digital/mobile and social media, print, out-of-home, experience and public relations.

Part of the “Audio & Audio Craft Jury” is Victoria Buchanan, executive creative director at Tribal Worldwide London, a digital veteran with clients like Volkswagen, Harvey Nichols, Hasbro and Unilever. Buchanan is the recipient of the IPA Woman of Tomorrow Awards in 2016. Sherman Winfield, executive creative director of VMLY&R, will also be judging in the category. Winfield, who oversees efforts in VMLY&R’s Atlanta and Kansas City offices, previously served as vice president and creative director at Fitzco, where he led the full rebrand of French’s Mustard, which resulted in record sales, a new creative platform and the experiential Yellow Mustard Ice Cream.

The “Branded Entertainment & Content” jury includes Gabrielle Shirdan, vice president creative director at McCann NY, where she crafts work for AdCouncil, Ulta Beauty, Delsym and Microsoft. Also judging in the category is Menno Kluin, chief creative officer at 360i, which was recognized amongst the top 10 agencies on Ad Age’s A-List 2018 and 2019 under his creative leadership.

The “Creative Effectiveness” jury will include Vita Harris, chief strategy officer at FCB Global. Harris educates companies on eliminating harmful biases from their strategies, appeared on Adweek’s annual list of Women Trailblazers and serves as a member of The Ad Council’s Campaign Review Committee. Sandra Howard, vice president, corporate brand marketing for AT&T, will also help select winners in the category. Howard was previously senior director of global advertising and global consumer insights for Burger King.

Among jurors in the “Design” jury is Yoshihiro Yagi, creative director at Dentsu Inc. and the recipient of 19 pencils at D&AD in one year, 33 Design Lions and a Grand Prix at Cannes. Also a juror in the category is Lisa Smith, executive creative director of JKR. Smith led Chobani’s rebrand, which was recognized as one of Fast Company’s “Most Innovative Branding” of 2019.

The “Digital/Mobile & Social Media” jury includes Corey Cruz, creative director at Wunderman Thompson. As previous regional creative director at Digitas Singapore, where she oversaw the creative output in seven countries in APAC, Cruz helped the agency win gold for Agency of the Year three times. Co-founder and partner of 23Rios Craftbeer, Chacho Puebla will also help select winners in the category. Puebla has won over 500 advertising awards including 90 Cannes Lions, five Gold Effies and 20 Grand Prix.

Jurors in the “Direct & Innovation” jury pool include Shagun Seda, creative head of the West offices of the DDB Mudra Group. Seda led the team that created Stayfree’s Project Free Period and is one of 12 women who are part of DDB Worldwide’s inaugural Phyllis Project. Olivier Apers, vice president and executive creative director at BETC Group, who works on BETC Paris and BETC Fullsix campaigns, is also one of the jurors.

The “Experience/Activation & Out of Home” jury includes Marcus Wesson, chief creative officer of Dailey and one of Adweek’s Creative 100. Juliana Jaramillo, founder and creative director of Local Weather, will also be on the jury. Jaramillo has created award-winning experiences, such as HBO’s Bleed #ForTheThrone at SXSW and its Westworld season three CES dinner.

The eligibility and entry windows for the Clio Awards have been extended to February 5, 2021.

Gary Goodman’s Creative Picks: The Art Of The Spectacle

First off, a huge thanks to the wisdom and insights of Rob Matthews and David Rielly who were my guest writers for the last two articles! I would love to feature more voices moving forward, so if you’re reading this and think you want to share your perspective on the best work out there, please drop me a line. I’d love to hear from you.

This week, I’m going to focus on spectacle in advertising. The three spots we’re going to look at treat their product like a high production value superhero action movie, backed by a big attitude—and of course—big VFX


Nike Esports – Camp Next Level 2020

First up is Nike giving us their take on what it takes to be an esports superstar. It’s called Camp Next Level and everything about this spot takes things to 11 and beyond.

Why it matters: When the king of sports advertising decides to throw their weight behind esports, you have to take notice.  In this over-the-top 90 second spot, Nike brings “Just Do It” into the world of gaming. If you want to be an esports superstar like UZI or NXT, then you must put in the work and train your mind as well as your body. What I really love about this spot is the use of VFX and a crazy cutting style to elevate these esports superstars into the same pantheon as the more traditional sporting elite. Making them much more like the Guardians of the Galaxy of the MCU than the Avengers’ Thor and Captain America.

The details: This film launched in China during the month-long League of Legends World Championship held in Shanghai and is Nike’s first foray into inspiring gamers everywhere that they too can do it.


Hornbach – It Seems Impossible Until You Do It

Next up is a celebration for all those DIYers who dare to venture into the lurking unknown of home construction projects.

Why it matters: Whether you’ve got the skills or not, we all recognize the artistry, courage and sweat equity that goes into every home construction project. They’re never easy and it’s generally a force of will—with a touch of fear—in which we enter into these endeavors. While fixing a bathroom sink doesn’t have quite the gravitas as Spiderman saving a subway train full of passengers, this spot begs you to think otherwise. Dramatic music, slo-mo and shrinking the DIY’er to the size of a piece of hardware you’d probably lose if you were building a shelf, everything feels like a huge action set piece from your favorite Marvel film…but, probably mostly Ant-Man. The stakes are high and when the protagonist finally succeeds in replacing his sink, you definitely feel like they conquered the impossible. It’s a call to all the DIY’ers out there to get off your butts and take the bold leap forward. Because you too can be a superhero.

The details: I read a quote in one article on Hornbach’s marketing DNA that really stuck with me about how their notion that “a fundamental wildness or warrior spirit” is inherent and manifests when we engage in DIY projects because that energy has ”nowhere else to go.” Other fun details on this spot include that it was directed by Tom Kuntz who is verifiably commercial comedic royalty, having created the Old Spice Guy and so many more. And finally, the cinematographer is Hoyte Van Hoytema who is Christopher Nolan’s first pick, working with him on Tenant, Dunkirk and Interstellar. Not too shabby.


Apple Watch Series 6 – It Already Does That

And finally, leave it to Apple to take us on a 2:00 tongue-and-cheek action-adventure to showcase all the new features of their Series 6 Watch.

Why it matters: This one starts like so many other spots these days: “Imagine a future where…” and quickly turns that conceit on its head. Apple is definitely taking a page out of Nike’s playbook and showcasing people living their lives to the aspirational fullest: yoga, tennis, surfing, jogging, cycling, and so on. You begin to think, maybe this watch is for you if you do those things, or conversely by getting this watch you’ll start doing them. As the spot progresses, an increasingly frustrated announcer tries to raise the stakes of what this watch will be able to do in the future. And of course as she raises the stakes, so do the visual gags like a climber being rescued via helicopter, culminating with astronauts. It’s a good time throughout and certainly made me a believer.

The details: Apple clearly had a lot of fun making this one. They enlisted Helena Bonham-Carter, a performer whose dialogue and inner-monologue drive the spot and deliver a perfectly executed wink to the audience. And the slick visual style and seamless transitions were brought to life by director Craig Gillespie, who has dazzled us in the past with his films I, Tonya (2017) and Lars and the Real Girl (2007).

App Annie: Consumers Spent $28 Billion In Apps During Q3

Mobile is having its best year thanks to the pandemic. According to App Annie’s latest report, in Q3 consumers downloaded 33 billion new apps globally and spent a record $28 billion in apps — up 20 percent year-over-year.

As markets ease stay-at-home restrictions, mobile usage remains high worldwide. Monthly time spent in mobile apps increased 25 percent YoY in Q3, in excess of 180 billion hours each month of July, August and September 2020, as per App Annie.

Of the 33 billion new apps consumers downloaded in Q3, 25 billion were from Google Play, which saw a 10 percent YoY, and 9 billion were from iOS, representing a 20 percent YoY.

By consumer spend, Tinder ranked number one, followed by TikTok, YouTube, Disney+, Tencent Video, Google One, BIGO LIVE, Netflix, Piccoma and iQIYI.

As for downloads, TikTok ranked first, followed by Facebook, WhatsApp, Zoom, Google Meet, Instagram, Messenger, Snack Video, Telegram and Snapchat.

On Google Play, non-gaming apps accounted for 55 percent of all downloads. India and Brazil were the two largest markets by downloads for Google Play.

The categories with the most amount of downloads on Google Play were games, tools and entertainment. App Annie also observed strong quarter-over-quarter growth of downloads for libraries & demo (310 percent), dating (100 percent) and events (45 percent) apps, perhaps a sign that consumers are resuming in-person interactions.

On iOS, non-gaming apps accounted for 70 percent of all downloads. The US—where consumer spend on sports apps increased by 55 percent from Q2—and China were the two largest markets by downloads for iOS.

Games, photos and video and entertainment were the largest categories by downloads on iOS for five straight quarters. The travel category was the largest driver of overall growth on iOS.

Similarly, travel (50 percent), navigation (25 percent) and weather (15 percent) apps on iOS all had strong QoQ growth.

App Annie says that in France, Germany, the UK and the US, there was a strong rebound of time spent in Airbnb, Google Maps, Booking.com, park4night, blitzerd.de, and Speedbot.

Consumers spent a record $28 billion in apps in Q3. On Google Play spend grew 35 percent YoY to over $10 billion, while on iOS spend grew 20 percent YoY to $18 billion.

The US, Japan and South Korea were the three largest markets driving consumer spend on Google Play. For iOS it was the US and Japan.

Google Play consumers spent the most on games, social and entertainment apps, fueled in part by Disney+, Twitch, Globo Play and HBO Max.

iOS users spent the most on games, entertainment and photo and video apps.

A major breakout app was Snack Video, which launched on iOS on July 30 and broke into the top 10 apps by worldwide downloads, driven by installs in India.