A Terrifying Unboxing; Top Marketers Reveal Their Secrets: Thursday’s First Things First

Welcome to First Things First, Adweek’s daily resource for marketers. We’ll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here. A Child Unboxes His Parents’ Unlocked Handgun in This Unnerving PSA We’ve all seen the typical “unboxing” video format—but this one is unlike any you’ve experienced before. In a distressing PSA for States United to Prevent Gun Violence, agency Grey New York shows an 8-year-old named Cayden unboxing and handling his parents’ unsecured, loaded handgun. The nerve-racking video aims to highlight the danger of improperly storing firearms in the home, a practice that has resulted in child deaths. Watch the ad here—but a word of warning: Some readers may find the video very unsettling. Industry Experts Share Insights on What’s Next in 2021 The first two days of our virtual event, Outlook 2021: The Year Ahead in Marketing Media, have been filled with energizing and informative insights from some of the industry’s top minds. We still have one more day left today [and you can RSVP for free here], but if you missed our programming from the past two days, check out these key highlights: Pfizer’s Sally Susman started off the day on a serious, yet inspiring note with a discussion of the pharma company’s progress on the Covid-19 vaccine with the Biden administration, its recent rebrand and its mantra: "Science Will Win.”Forrester’s Joanna O’Connell spoke about privacy protections in the coming year. "The brands that focus on deeply understanding the needs of their consumer are going to be the ones that win,” she said. Explore the data.Both PepsiCo CMO Greg Lyons and General Mills CMO Brad Hiranaga touched on how their companies are forging deeper connections with consumers through collaboration and innovation. Learn how these strategies are contributing to the companies’ success, and how General Mills built its “force for good” mission into its brand anatomy.IPG’s brand new CEO Philippe Krakowsky joined us to discuss the way the industry has changed and how agencies can balance data, creative work and respect for customers. Editor Insights: Adweek’s editors have brought their expert insights to the table during this event, with Heide Palermo explaining how CMOs are planning for the future and plotting out spend. Jason Lynch also presented a thorough overview of TV and streaming: Predictably, streaming will continue to transform linear TV, with what would have been top-shelf cable programming shifting more to streaming, and total TV advertising on the rise. The Latest Super Bowl LV Updates: The Game Is ‘Virtually Sold Out’ Although some long standing advertisers have elected to skip the Big Game this year, CBS is doing just fine in terms of ad sales for Super Bowl LV, with ViacomCBS saying the game is “virtually sold out.” Those wanting to get in on the game need not fear, though: The company is open to finding ways to accommodate last-minute offers. Find out what’s still available. Brands continued to announce new Super Bowl ads and release teasers today: Indeed is joining the Big Game fray for the first time ever, with a 60-second spot that focuses on the historically high unemployment rate in the U.S. Learn about the data that fuels the 60-second spot’s message.On the regional ad front, Anheuser-Busch’s Cutwater Spirits will make an appearance following an explosive year. Watch the ad and find out what “cutting out” means. Would you join a Zoom call to watch an ad? M&M’s is betting that 50,000 people will, offering a virtual sneak peek of the ad on Feb. 3. Learn how to see it, if that’s your thing.Both GM and its brand Cadillac are running ads that advance its electric-vehicle vision which inspired a recent identity redesign. Walgreens Boots Alliance Appoints Rosalind Brewer as CEO With her appointment as CEO of Walgreens Boots Alliance, Rosalind Brewer will become the only Black woman who is head of a Fortune 500 company. Brewer, who is no stranger to executive leadership, most recently serving as COO and president of Starbucks, expressed the criticality of working in a healthcare-related field. Learn more about her and the appointment here. Also in job moves: Grazia USA Names Jillian Maxwell Chief Revenue Officer More of the Latest: Shamrock Capital Acquires Bayard AdvertisingSmart AdServer Undergoes Ownership OverhaulFacebook Posts Strong Gains in Revenue and Users in Q4 of a Challenging 2020Oberland Aims to Inspire Brands to Do the Right Thing With Its Purpose GuideAT&T Touts Big HBO Max Subscriber Gains, but Many of Them Aren’t Paying Ad of the Day: This Dizzying Site Tries To Give You a Sense of What It’s Like to Live With Dyslexia Working with Dyslexia Canada, Dentsumcgarrybowen created a website and a children’s book series that reflect what it’s like to live with dyslexia. The website, called “It’s Hard to Read,” features words arranged in confusing and moving shapes, and the faux children’s book series features more complex titles like “The Diminutive Crimson-Clad Maiden” instead of “Little Red Riding Hood,” demonstrating that dyslexia makes reading more challenging. More of the Latest: Candy-Coated, Bright Pink Mac & Cheese? Kraft Cooked It Up for Valentine’s DayAmazon Renews Call for a $15 Federal Minimum WageNetflix Says Shonda Rhimes’ Bridgerton Is Biggest Original Series EverInside Sundance’s Sponsor Strategy for First Virtual Film Festival

First Things First

A Terrifying Unboxing; Top Marketers Reveal Their Secrets: Thursday’s First Things First

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A Child Unboxes His Parents’ Unlocked Handgun in This Unnerving PSA

Jess Zafarris

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A Child Unboxes His Parents’ Unlocked Handgun in This Unnerving PSA

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Jess Zafarris