4A's joins effort to update digital ad TOS, conditions

TBWA\MAL show the power of Apple AirPods Pro | Gut, Heinz bring "S.O.S Tomatoes" to Fortnite | MullenLowe, KFC rework "Bubble Butt" for Double Down Created for {EMAIL} | [Web Version]( March 16, 2023 CONNECT WITH 4A's  [LinkedIn]( [Facebook]( [Twitter]( [4A's SmartBrief]( News for the advertising, media, and marcom industries [SIGN UP]( ⋅ [SHARE]( [] Top Story [] [TBWA\MAL show the power of Apple AirPods Pro]( [TBWA\MAL show the power of Apple AirPods Pro]( (Apple/YouTube) TBWA\Media Arts Lab created a 60-second digital spot for Apple AirPods Pro that's directed by Iconoclast's Megaforce. The ad, set to a cover of the Pixies' "Where Is My Mind?" by Tkay Maidza, shows a woman using Active Noise Cancellation as she wanders a city, with everything creating noise lifted into the sky above her, leaving her with just the music. Full Story: [Ad Age (tiered subscription model)]( (3/15) [LinkedIn]( [Twitter]( [Facebook]( [Email]( The State of AI Marketing AI is helping small businesses juggle everyday challenges. This e-book—with data points gathered from small businesses—shows how AI is lending small businesses a helping hand. These takeaways show where small businesses face challenges and how AI can help get the ball rolling. [Download the e-book.]( ADVERTISEMENT: [] Creative [] [Gut, Heinz bring "S.O.S Tomatoes" to Fortnite]( [Gut, Heinz bring "S.O.S Tomatoes" to Fortnite]( (Heinz/Instagram) Gut Sao Paulo created an "S.O.S Tomatoes" game inside Fortnite for Heinz, where players battle soil degradation and a shrinking island to save their branded tomato farm using the regenerative and sustainable farming practiced by the brand in real life. The global push features livestreams from Twitch influencers, which will be promoted on TikTok and Instagram, and includes a $100,000 contribution from the brand to its Californian soil health initiative. Full Story: [Ad Age (tiered subscription model)]( (3/15), [The Drum (free registration)]( (3/15) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [MullenLowe, KFC rework "Bubble Butt" for Double Down]( [MullenLowe, KFC rework "Bubble Butt" for Double Down]( (KFC/YouTube) MullenLowe is celebrating the limited return of KFC's Double Down sandwich with a 15-second ad that features a reworking of Major Lazer's "Bubble Butt" hit, sung by two men and a dog as they anticipate their first bite. The spot is running across linear and streaming TV, digital and social. Full Story: [The Drum (free registration)]( (3/15) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] Agency Insider [] [How brands can boost marketing to people with disabilities]( Alma CEO Isaac Mizrahi talks with ad leader and Cannes Lions' first deaf juror Storm Smith about how multicultural marketing segmentation could evolve to include people with disabilities. "Achieving full disability inclusion in advertising and media requires a multifaceted approach that involves the active participation of people with disabilities at every level of the creative process," said Smith. Full Story: [Forbes (tiered subscription model)]( (3/15) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] [Where MLB creative is headed with new AOR W+K]( Executives from Wieden+Kennedy and MLB talk about the creative direction for the new agency of record relationship. "Hopefully it doesn't feel like we're doing something that overtly changes the notion of what the MLB is, but amplifies it in a way maybe people haven't thought about," says Karl Lieberman, W+K global chief creative officer. Full Story: [Adweek]( (3/15) [LinkedIn]( [Twitter]( [Facebook]( [Email]( Free eBooks and Resources Free eBooks and resources brought to you by our sponsors - [4 Simple Productivity Improvement Points To Dominate Your Day]( - [The Ultimate Guide To Developing Self-Discipline]( - [30 Life Lessons Learned in 30 Years]( - [How to Find Average Salary Information for US Workers]( - ["I Will Teach You to be Rich" Book Summary]( [] Agency News [] [General Mills, Kimberly-Clark review media businesses]( Kimberly-Clark and General Mills are reviewing significant portions of their media accounts, currently held by Mindshare, following the announcement last week that Amanda Richman, CEO of North America, left the agency. Kimberly-Clark invested $188 million in US measured media last year, while General Mills spent $328 million, per Vivvix. Full Story: [Ad Age (tiered subscription model)]( (3/15) [LinkedIn]( [Twitter]( [Facebook]( [Email]( [] - [A "Bloody Mary Misogyny" was on tap from GSD&M at SXSW]( Campaign US (tiered subscription model) (3/15) [] - [Havas Health & You launches new unit for life-sciences clients]( Campaign US (tiered subscription model) (3/14) [] Media & Technology Trends [] [4A's joins effort to update digital ad TOS, conditions]( The 4A's will work with IAB and the Association of National Advertisers to create a digital ad Terms & Conditions Task Force to update standards that were last updated in 2018. The groups aim to release a new version by the end of the year, and 4A's CEO and President Marla Kaplowitz says, "Given the dynamic aspects of the digital supply chain and increased complexity, it's important to ensure clarity for both sides when engaging in activity." 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