Anomaly Los Angeles Wins Diet Coke Creative Review

January 24, 2017  |  Media Week  |  No Comments

The Coca-Cola company has chosen Anomaly as its newest creative partner on the Diet Coke brand after a review. "Coca-Cola North America Marketing maintains a strong roster of agencies that help craft meaningful communication for our brands," a company spokesperson wrote. "Diet Coke has selected Anomaly L.A. for its latest brand creative assignment. We look forward to collaborating with the team to develop new work for Diet Coke." News of the review broke last October . Droga5 had formerly been agency of record on the brand for several years but parted ways with the client "several months" before Coca-Cola announced that it would be looking for a new creative partner. According to sources close to the matter, Anomaly and Ogilvy & Mather—which has long worked on international campaigns for Diet Coke—were among those competing for the business. The New York-based, MDC Partners-owned agency first announced plans to open a new Los Angeles office last summer after winning lead creative duties on Apple's Beats by Dre brand in May. The size and nature of the Diet Coke assignment are unclear at this time, and Coca-Cola representatives have not responded to requests for more information regarding the nature or timing of campaigns from Anomaly. According to the latest numbers from Kantar Media, the parent company spent approximately $45 million on paid media promoting Diet Coke in the U.S. in 2015 and $35 million during the first nine months of last year. At the very least, the company aims to boost consistently declining sales rates; last year, U.S. soda consumption fell to a 30-year low .

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‘Arrival’ Joins Elite Club of Sci-Fi Oscar Best Picture Nominees

January 24, 2017  |  Variety  |  No Comments

Denis Villeneuve's film joined the short list of science-fiction films that have been nominated for the film industry's top prize Tuesday.

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Snapchat Is Trying to Get Publishers to Cut Back on Racy and Misleading Content

January 24, 2017  |  Media Week  |  No Comments

Snapchat Discover is one of today's hottest sources of news, but it's possibly ... too hot? With an expected IPO just months away, Snapchat wants to start cleaning up Discover's often racy content—created by a select group of publishers including Daily Mail, Cosmopolitan and MTV—by moving away from headlines such as "I lost a breast to a nipple ring" and "The Naughtiest Pasta Shapes Ever." Snapchat parent Snap Inc. is making some updates to its guidelines for publishers to hold them more accountable for creating content that's "informative, factual and safe." So what will users discover in a more tasteful Snapchat? It depends partially on age. Publishers will have to be more conscious about what's "suitable" for anyone under 18. According to Snap, "nudity, pornographic imagery and other indecent, obscene or profane content" will be off-limits unless they use an "age-gate" for inappropriate photos, videos and text. Content that is age-gated will remain that way for the full edition of that day's content, but Snap says it will allow for exceptions when content has relevant news value.

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Sundance Film Review: ‘Berlin Syndrome’

January 23, 2017  |  Variety  |  No Comments

Australian director Cate Shortland's films trade in a kind of threatening beauty.

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Modelo’s Uplifting Homage to Rural Diversity Wins Adweek’s First Grand Arc Award

January 22, 2017  |  Media Week  |  No Comments

Modelo's celebration of small-town diversity, created in partnership with CNN's branded content studio, Courageous, has taken home the top honor at Adweek's first Arc Awards. The brand and studio, along with video network Great Big Story, received the Grand Arc at the Saturday evening awards ceremony at the Silver Lake Lodge in Park City, Utah, and hosted by Comedic YouTube duo Tripp and Tyler . The Arc Awards were created to honor excellence in modern storytelling, recognizing work in a wide range of categories across fiction and nonfiction. You can find a full list of 2017 winners here. Called "Fighting for Better," the winning video series was created from a month's worth of footage shot in Garden City, Kansas, a town of 30,000 where more than a dozen languages are spoken. Shannon Pruitt, president of Dentsu Aegis Network's Storylab U.S.

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Sundance Film Review: ‘The Discovery’

January 21, 2017  |  Variety  |  No Comments

After crafting 2014's delightful, original "The One I Love," director Charlie McDowell and scenarist Justin Lader have created a less playful speculative fiction as their sophomore feature.

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A 53-Year-Old Ballerina Personifies Defying Age in This Skin Care Ad

January 20, 2017  |  Media Week  |  No Comments

Beauty and skin-care products often have a similar goal—to defy age. When it comes to personifying that concept, skin-care brand No7 has chosen the ideal spokesperson: Alessandra Ferri, who was the youngest prima ballerina at London's Royal Ballet at 19 and is still dancing professionally at 53. Ferri's remarkable feat is celebrated in No7's campaign produced with Mother London and Mother New York that launched in the U.K. earlier this year and in the U.S. this month. In the captivating video, which is helping launch the brand in the U.S., Ferri, who was 52 when the ad was shot, dances beautifully on stage at the Royal Ballet with a hologram of her 19-year-old self performing alongside her. Ferri, who retired after 22 years as a principal dancer at the American Ballet Theatre in 2007, came out of retirement in 2013 and performed in a production of "Romeo and Juliet" at the Metropolitan Opera House in New York last summer. The campaign's tagline, "Ready for more," is about inspiring women to be ready to take on more, as Ferri has done, said Lyle Tick, managing director of Boots Retail USA, which markets No7. "Consumers told us that when they're feeling good about themselves and their skin, it helped them take on all of their responsibilities with their shoulders back and their chin up and be ready to take on the world," Tick said. "Alessandra Ferri is a great example of this. She's a real, beautiful, powerful woman who's taking on the world at 53.

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Ad of the Day: Weight Watchers’ Remarkable Film Asks Why People Gain Pounds in the First Place

January 20, 2017  |  Media Week  |  No Comments

It's hard to make weight loss testimonials feel like anything other than hackneyed or seedy, preying upon the audience's insecurities to shame them into looking a certain way. But a new six-minute documentary-style ad from Weight Watchers in the U.K. and filmmaker Gary Tarn manages to render the genre into something more beautiful and intimate, through a mix of gorgeous camera work and a focus on why people put on pounds in the first place—and naturally, what inspired them to get back in shape. Anabel Bonner started stress-eating as a child when her parents got divorced. As a young bride preparing for her wedding, she decided to pursue a particular aesthetic—fitting into the kind of dress she wanted became a guiding star for her weight loss program.

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There’s a High Bar for Trump’s Inauguration to Beat Previous TV Ratings

January 19, 2017  |  Media Week  |  No Comments

Ratings are the currency of TV, and President-elect Donald Trump knows it. A TV star for the past decade and a publicity aficionado long before that, Trump, during his presidential campaign, based his cultural relevance largely on Nielsen numbers. The higher the ratings, the better he was doing. In fact, his fascination with ratings is rivaled only by the most passionate of network executives. Trump has been known to use Twitter to boast when programs or networks he's involved with deliver strong ratings. One of the best produced, including the incredible stage & set, in the history of conventions. Great unity! Big T.V. ratings! @KarlRove — Donald J. Trump (@realDonaldTrump) July 22, 2016 The president-elect has also been known to gloat when programs he's not directly involved with struggle or when he's portrayed in what he believes to be a negative light. Wow, the ratings are in and Arnold Schwarzenegger got "swamped" (or destroyed) by comparison to the ratings machine, DJT. So much for...

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Ryan Lochte Seeks Fresh Start From His Drama-Filled Past in PowerBar Campaign

January 19, 2017  |  Media Week  |  No Comments

If anyone needs a fresh start, it's Olympic swim bro Ryan Lochte. PowerBar is giving him that, in a new tongue-in-cheek campaign from BSSP that encourages all of us to get healthier in 2017. The general public's New Year's resolutions likely aren't as extreme as Lochte's—after all, most of us don't need to get rid of blue hair, or repair our reputations after falsely claiming to be robbed at gunpoint at the Olympics in Rio. In the spot, though, Lochte takes things in stride, joking about how he wants to put "questionable hairstyles and stuff that happened" in the rear view. The ad encourages viewers to commit to something positive this year by signing up for its Clean Start Pledge online, just as Lochte promises to "recommit to pool sports." Lochte also reminds us that, "metaphors are chill." "We can all use a clean start, especially at the beginning of the new year," said Doug Cornille, PowerBar parent company Premier Nutrition's vp of marketing, in a statement. "We know athletes today are constantly striving to reach optimal performance, much like the PowerBar brand." "When PowerBar reached out to me, I jumped at the chance to work with them, because I've been eating PowerBars my entire swimming career," Lochte said in a statement. "My clean start is recommitting to swimming fast, because my biggest goal is going to the 2020 Olympics in Tokyo." After being dropped by major sponsors Speedo and Ralph Lauren in the wake of the Rio controversy, Lochte is dipping his toe back into the sponsorship arena—last month, he shot an intentionally weird spot for Pine Bros. Softish Throat Drops that also centered on the theme of forgiveness and fresh starts.

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