Monday Stir

By Erik Oster 

-FCB Brasil’s new spot for home improvement retailer Leroy Merlin (video above) was recorded, produced and approved remotely and shows how families are living during the coronavirus pandemic while informing viewers that Leroy Merlin stores remain open with special safety guidelines in place. The ad, produced by Piloto, features clips from Leroy Merlin customers and stock footage. 

“If our homes already meant protection and safety, that meaning has gained even more relevance now, as they are not just the place where we dwell, but where we actually live our lives, the place where we are now doing everything: eating, working, exercising, studying with the kids, and interacting with family and friends,” FCB creative director Kleber Fonseca said in a statement.

“Our homes have become, now more than ever, the most important places in the world, and we are committed to taking care of the homes of everyone in Brazil,” added Leroy Merlin Brasil director Paulo José.


The ad will run in 30-, 45- and 60-second versions on broadcast and cable throughout Brazil, as well as on the brand’s digital channels.

-Unemployed copywriter David Valento pitched Ryan Reynolds for a job.

JCPenney filed for Chapter 11 bankruptcy as part of its plan to reduce debt.

Plant-based protein brands are stepping up their game as meat struggles.

-Local advertisers are relying on Facebook and Google even more during the pandemic.

-The New York Times reports that the U.S. government is planning to file antitrust charges against Google.

-The Drum asks if psychedelics are advertising’s next frontier.