Havas Play 🇫🇷’s Post

Super Bowl advertisements are often a zeitgeist of the current sociocultural climate. With companies paying $7 million for a 30 second ad to run last week, it’s not surprising that marketers and advertisers want to be thoughtful about how they spend their budget. And this year, many of them played it safe by focusing on universally appealing content such as non-offensive humor, nostalgia, and familiarity.  Advertisers were cautious in part because of what happened last year to Bud Light after they experienced a boycott from consumers following a social media promotion with transgender influencer Dylan Mulvaney.  Despite their trepidation, many ads still focused on stories about a brand’s corporate purpose— purpose as a feeling to portray sincerity, not to fuel polarization. For example, standing up for anti-discrimination such as Bob Kraft's ad on antisemitism, Stop Jewish Hate, from the Foundation to Combat Antisemitism. And other ads like Dove soap stayed true to its purpose with an ad on keeping young girls in sports. Companies are not looking to rock the boat this year by communicating on potentially controversial issues but remain focused on the areas that consistently align with their brand’s values. We provide similar insight in CECP’s When and How to Speak Up framework to help companies determine how they can engage on issues that matter most to them. Please get in touch by sending me a DM to hear more information about how we can support your company's communications efforts today 😎 #corporatecommunications #contentstrategy #corporatesocialresponsibility #communicationstrategy https://lnkd.in/emYWkA9x

The ASA banned this ad by GirlsVsCancer, due it being “likely to cause serious and widespread offense.” 🤔 Interestingly, the majority of negative feedback resulting in this decision was from men, who weren’t the focus of the campaign. Women, however - esp those facing relevant issues - found it incredibly empowering. Why is it that women's ads are still being censored? Why are women’s issues in advertising still a taboo? And why is this not applicable in the same way to men? Take the banning of Calvin Klein's ad, featuring FKA Twigs in a B&W image with a shirt draped around her body - ASA ruled it depicted her as a “stereotypical sexual object". By contrast, a more recent Calvin Klein ad, portrays a nearly naked Jeremy Allen White. We all know this one. It was not banned. 😶 In Brittaney Kiefer's brilliant report (link in the 💬), highlighting the creative challenge faced by many brands due to gender bias and double standards across advertising and media, she puts the spotlight on plenty more examples of this in action and discusses it with just some of the brilliant people pushing boundaries, like Elvie's Fiona Dunleavy and LoveHoney's Friederike Lewin. With Elvie - well known for their breast-pump tech (happy customer here!), they face multiple obstacles and go through hugely laborious processes with platforms like Meta and TikTok to approve the content of their ads. At Fanbytes by Brainlabs we spoke to ADWEEK about the similar challenges we had with our client LELO, and how we embraced and overcame them to create work we were so proud of (read more in the 💬 ) Though, with men’s sexual health brands like Hims, which has been able to run paid ads on Facebook for its erectile dysfunction pill, those challenges don't seem to be present. Big respect to the many brand marketers out there managing the tight-rope that is being subtle as possible but also in your face, in order to get meaningful results. But wouldn't it be wonderful if that wasn't so necessary? #iwd2024 #advertising #womenempowerment

How do you craft an ad that appeals appropriately to the many women who would benefit from your products/services? Especially if they have different beliefs, values, life experiences, etc. It comes down to attitude. Ad targeting by attitudinal segment. https://lnkd.in/gDYWweRg

Social media has become a powerful tool for brands to connect with millennial parents and drive engagement. With 58% of fathers and 57% of mothers browsing social media in bed every night, it's clear that social platforms play a significant role in parenting consumers' lives. Join us as we share expert tips and strategies for leveraging social media marketing to target millennial parents effectively. Contact us today at sales@babyyumyum.co.za or give us a call on 011 039 8950 to learn how BabyYumYum can help you craft compelling social media campaigns that resonate with your target audience! #SocialMediaMarketing #MillennialParents #BrandEngagement

This is my FAVORITE piece of branded content on the Internet this week. Drew Barrymore helping Dove launch their #TheFaceof10 campaign? Couldn't be smarter. Here are a few reasons why: 🍼 She's a show business baby, baby. She's been in the industry since she was 10, so she's truly seen the evolution of beauty as someone held to the highest standards of beauty. She has credibility in this category even though she isn't a traditional beauty "guru". ⚡️ Drew is a scroll-stopper! She's been doing a great job creating unique, viral content for both herself, her show and her brands. 🤝 She is authentic AF, just like Dove. No filter visually or audibly, she shows up as 100% herself in all the spaces she shows up, which is exactly what Dove hopes to inspire girls and women everywhere to do. 👩👧👧 She's a multi-generational figure, thanks to all of the above above factors. She's building cool consumer brands AND she knows how to TikTok?! But wait, Millennials, Gen X and Boomers like her too because they love 50 First Dates and Fever Pitch, or her daytime talk show? What other scroll-stopping partnerships are we all admiring this week? #influencermarketing #talentmarketing #brandpartnerships #brandmarketing #partnerships #dove

🐝 Strategists critique Bumble’s un(convent)ional chastity ads 🐝   Our opinion editor John McCarthy asked the industry what's wrong with this latest campaign. Here's what was said. Women were having nun of Bumble’s celibacy-themed ads. The newly rebranded dating app tried to make a bold statement with its 'Opening Moves' campaign, it sparked a heavenly debate across the advertising heavens and hells, eventually sparking a confession from the brand. Caroline Gill of IMA mused that the idea might have stemmed from universal dating fatigue, suggesting, "I think every woman who has endured online dating has, at some point, said, 'Fuck it, I’m joining a convent.'" But, the ad fell from grace, missing the mark at a critical time when discussions about women's safety are paramount. Audrey Dahmen criticized the timing as "tone-deaf," suggesting that while Bumble's apology may have salvaged some goodwill, a more substantial act of contrition is required. The pivot away from their core brand values of women's safety has left many feeling betrayed. Katie Blakey reflected on this drastic shift: "It feels like Bumble has sold out, letting down the very audience it vowed to protect." Yet, not all hope is lost. Amid the criticism, Tonina Takova from Social for Good commended Bumble for its humble apology, recognizing the brand's efforts to repent and reconnect with its community. Read more insights from the strategists and join the debate here:  https://lnkd.in/d3MeGnYH How could the campaign have landed the joke better? #creativity #advertising #brand #opinion

Have you seen the shit storm Bumble Bizz got itself into? I think this will be a case study for years to come on crisis management. Check out my thoughts featured by The Drum bellow 👇

Congrats to my friend, Stuart Max Perelmuter, for getting highlighted on NPR's All Things Considered!! ------------- MOORE: Democrats are counting on young voters this year, even as polls show youth enthusiasm is down for President Biden. Stuart Max Perelmuter: I think reaching people online from trusted messengers is the way to address this concern. MOORE: That's Stuart Perelmuter, the founder of the firm atAdvocacy, which works with political content creators to highlight progressive causes. They hosted the training, along with the youth voter nonprofit Reorganized (ph). Perelmuter says Democrats need political influencers as an essential part of campaign strategy. PERELMUTER: Memes has to be a thing. TikTok has to be a thing. As a campaign, if you're not communicating in those channels, your opponent is.

For years, ads stuck to this one-size-fits-all definition of beauty and youth, but guess what? An exciting paradigm shift is now unfolding! Often overlooked in advertising, older women are becoming influential figures on social media platforms. The outdated notion that older women can only sell "anti-aging" products is being debunked. It's also amazing to see research showing their impact on younger audiences. As the global population of over-50 women is set to grow by 70% by 2050, it's time for brands to reconsider the meaning of "influencer" to appreciate the richness that comes with age and experience. https://lnkd.in/gP6kscnu #WomenEmpowerment #HealthyAging 

Are you looking to make your parenting brand stand out? Here are five quick marketing tips to enhance your brand recognition and connect with parents: Authentic storytelling: Share real-life parenting experiences and stories that resonate with your audience. Engaging visuals: Use eye-catching images and videos to capture parents' attention and convey your brand message. Interactive content: Create quizzes, polls, and challenges to encourage parent engagement and interaction. Influencer collaborations: Partner with parenting influencers to reach new audiences and build credibility. Consistent communication: Stay connected with your audience through regular updates and meaningful conversations. Let's boost your parenting brand together! https://bit.ly/3TuSS0C #ParentingMarketing #MarketingTips