The Week In Branded Content (April 13)

The Week In Branded Content (April 13)

“There is a new dimension long-term in the purchase decision –the ethical value. Electrification is part of it, and electrification isn’t going away.”

– – Bentley Motors / CEO Adrian Hallmark







Vice’s campaign to burst peoples’ filter bubbles




Harry’s short film

Men’s shaving company Harry’s short film “A Man Like You” redefines the definition of masculinity.
Responses by Dale Austin and Brandon Curl, creative directors, GSD&M

Background: The goal of the three-minute short film “A Man Like You” was to help evolve the conversation on what it means to be a man today. Traditionally, there’s a narrow definition for how a man is supposed to act or feel. Harry’s wants to help men define masculinity on their own terms and allow them to embrace the parts of themselves that have traditionally been considered off-limits for guys.






DJ Khaled under fire for pouring vodka over breakfast cereal

DJ Khaled scrambled over the weekend to yank a slew of booze-soaked social media posts after getting heat from a consumer watchdog group.

The hip-hop impresario broke federal law — and flouted concerns about his millions of teen followers — as he posted a Snapchat video of himself pouring Belaire sparkling wine and Ciroc vodka over his Cinnamon Toast Crunch cereal, according to Truth in Advertising (


BY Lisa Fickenscher



Coinsquare campaign a first in cryptocurrency

The world of virtual currency can be a seedy place full of hackers and scams, making it hard for everyday investors to know whom they can trust with their money.

Cryptocurrency trading platform Coinsquare addresses that concern directly in a new mass campaign directed at mainstream investors – a first for the category. Toronto’s The Garden developed the campaign, which launched April 12.


By Justin Dallaire




Coachella (& Why Live Experiences Matter Even More in Our Increasingly Digital World)

My posts generally focus on our increasingly online virtual world of digital media, not so much on the offline physical world of live experiences. But, in an interesting paradox, our increasingly virtual lives generate a very human counter-reaction – an accelerating human desire for real physical interaction, connection and lasting “experiences” in our increasingly technology-driven, ephemeral, and frequently disconnected world. These forces are too frequently overlooked, but absolutely should be actively considered and implemented in any fully-realized multi-platform strategy.


BY Peter Csathy



Insights: Fortnite’s Pop Culture Breakthrough May Last More Than Two Weeks

This past week’s wide release of Fortnite on iOS proved that, while not everyone plays games, sometimes it can seem like it. More specifically, it can seem like everyone’s playing one particular game that punches through the pop-culture background noise into wider conversations, much as Pokemon Go did in the summer of 2016. And in Fortnite’s case, they’re not just playing the game, they’re skipping school for it, they’re posting videos, watching it endlessly, pulling in NBA players and rap stars and even making it onto daytime TV and sports-talk radio.


BY David Bloom




Parkland Students Are Asking Advertising’s Brightest Minds to Help Grow the Gun Control Movement

YThe students of Marjory Stoneman Douglas High School know the news cycle is fast and furious. Momentous stories that once would have dominated the news for weeks now only hold the nation’s attention for days or even hours.

Survivors of the shooting that left 17 people dead in Parkland, Fla., on Valentine’s Day attended the 4A’s Accelerate conference in Miami with one goal in mind: keep the movement growing.


BY Erik Oster



Twitter replaces its gun emoji with a water gun

Twitter has now followed Apple’s lead in changing its pistol emoji to a harmless, bright green water gun. And in doing so, the company that has struggled to handle the abuse, hate speech and harassment taking place across its platform, has removed one of the means for online abusers to troll their victims.

The change is one of several rolling out now in Twitter’s emoji update, Twemoji 2.6, which impacts Twitter users on the web, mobile web and on Tweetdeck.


BY Sarah Perez





I’ve been talking about the benefits of long-form storytelling for a while. And lately, I’ve noticed a bunch of new examples crop up.

“Gradually, and then suddenly,” as Hemingway once wrote. That’s long-form storytelling and longer content pieces. Right now.

We marketers are always experimenting with new content formats and new vehicles. And lately, the trend is moving toward longer pieces and more fleshed-out, substantive ideas.


BY Ann Handley







This is an email update. You are receiving this email cause you may have opt-in at our website. Our contact address: 610 Fifth Avenue #4956, New York, NY 10185