Tuesday Stir

By Kyle O'Brien 

-Toyota HiLux owners in Australia have a special place in their hearts for their vehicles. Toyota Australia displays that bond through a story about a couple who is separating, and their lawyers decide that they should have dual custody of the truck. They treat the vehicle like a child—with each handoff of keys, the two buy accessories, take it on long beach drives, give advice on how to make the truck happier and other babying techniques. They ultimately bond back over their love of the vehicle. The campaign was produced by Saatchi & Saatchi.

-Mekanism’s Brendan Gahan, chief innovation officer at Mekanism says that he will step down from the agency in early October. In a post on X (formerly Twitter) Monday, Gahan said: “I’m working on a few passion projects but I’m mostly planning on taking a moment to step back and reflect. I want to find what I REALLY want to do. It’s terrifying jumping into the unknown. But, I want to continue to grow and see what I’m capable of. So, I’m striking out on a new adventure.”


-The ‘Big Idea’ is not dead, but it is better informed and more strategic. I talked with agency creatives and executives about what it takes to get the big idea out to the consumer.

-UM, Initiative and Mediahub, Mediabrands announced the dissolution of the Matterkind and Reprise brands, folding them into Kinesso.

-Adweek looked at how agencies are using generative AI today.

-A nostalgic campaign out of Kentucky aims to revive the “Joy Ride” in an effort from Coomer.

-The year’s industry awards season is wrapping up, as a jury of 10 brand-side marketers selected Ally Young, CMO at mobile company Skinny NZ, as winner of The One Show 2023 CMO Pencil, honoring the marketer behind the world’s single most impactful idea on a brand’s business from the past year. Young received the award for “Phone it In,” created for Skinny by Colenso BBDO Auckland, PHD Media Auckland, Platform29 Auckland and Drum Agency Auckland. The work also received a Gold Pencil for Direct Marketing and two Bronze Pencils, one each in Out-of-Home and Radio & Audio, in this year’s 50th anniversary One Show.