McDonald’s Breakfast Is Champion; Hulu’s Redesign: Wednesday’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. McDonald’s Champions Its Breakfast As the Best Meal of the Day in This Relatable Ad The latest, cinematic ad for McDonald’s U.K. is all about love, family, friends and its popular breakfast offerings. Plus, the clever OOH ads that accompany the ad definitely have some “tell me McDonald’s breakfast is delicious without telling me McDonald's breakfast is delicious” vibes by showing, not the food, but the “aftermath” of enjoying it. Check it out. More of the latest creative campaigns: In its latest global ad from agency Grey, Volvo goes on the hunt for “the ultimate safety test”—which results in a dramatic twist.These imaginative Zillow ads are somewhat reminiscent of the Pixar film Inside Out in the way they present people overcoming their fear of finding a new home. Hulu Unveils Brand Redesign as the Streaming Competition Heats Up The streaming wars rage on, and Hulu is suiting up with a new brand design and a massive creative campaign to help it stand up to powerhouses like Netflix as well as fresh competitors like HBO Max and Paramount+. The goal of the redesign, developed by DixonBaxi, is to unify the streamer’s look across all of its consumer touchpoints, and the visuals invite viewers to step into the Hulu storyverse. Take a look. Also in brand pivots: Toms is also rebranding, celebrating 15 years and 100 million lives impacted through its initiatives offering shoes, sight and safe water. The new look also comes with a revised impact strategy.Energy drink brand Lucozade is repositioning itself around the tagline “It’s On,” a rollout accompanied by a TV spot called “Hula” featuring a man who hula-hoops through his neighborhood with positive energy.Dick’s Sporting goods is introducing a new store concept focused on “multi-sport experiences,” plus locations offering discounted apparel and footwear. Find out what Dick’s House of Sport looks like. P&G’s Marc Pritchard, UN’s Maher Nasser Talk Sustainability and DEI At today’s Sustainability and DEI Summit, we heard from brand leaders—many of them our first annual Sustainability Stars honorees—who are launching initiatives that embody the UN’s 17 Sustainable Development Goals (SDGs). To set the stage, P&G’s Marc Pritchard and the UN’s Maher Nasser explained how it’s not just about the planet, but about the people on it, which means that sustainability is integrally connected to diversity, equity and inclusion. Watch a segment from this compelling talk. Join us today for Day 2 of our Sustainability and DEI Summit, an inspiring day showcasing best-in-class brands and leaders who are successfully implementing sustainability into their company’s brand purpose and DNA. Plus, we’ll recognize more of our Sustainability Stars. Why Lil Nas X Is the Best Marketer in the Game Lil Nas X has a habit of creating buzz and even controversial moves—and Adweek executive mentee and marketing pro Philip Pirkovic says it’s an absolute genius strategy for his personal brand and brand partnerships. Skeptical? Just look at the reaction he got from his meme-able and somewhat Satanic video and release accompanying the song “Montero (Call Me By Your Name).” TikTok Turns Its Content Creators Into Brand Advisers Through Deal With IPG Mediabrands TikTok’s new Creator Collective, developed in partnership with IPG Mediabrands, makes it easier for the agency network to connect with talent on the platform in the hopes of guiding brands’ “authentic presences” on the platform. The program will include training, resources, advice, research and the founding of Creative Camps that connect creators to agency clients to offer advice and feedback on their plans. Learn more about how it works. Briefly: Bezos Supports Biden’s Infrastructure Plan—and Higher TaxesIAB Sets Final 2021 NewFronts ScheduleDanone Waters’ Arancha Cordero Credits Success to Curiosity and Asking for HelpStarbucks, Dunkin’, Panera See March Recovery After Experiencing a Difficult YearNew Media Agency Is Designed to Specifically Reach Diverse AudiencesLocal Search 101: What You Need to KnowExclusive: LinkedIn Names Dentsu’s iProspect as Paid Media PartnerEco-Friendly Koh Hires Fever-Tree’s Global Marketing Head for UK Push How a General Mills Marketer Worked Her Magic for a Small Midwestern University Marketing a private university education isn’t like selling someone a box of Cheerios. But Kymm Martinez nonetheless applied a practiced methodology to the University of St. Thomas. It was simply a matter of selling it the right way. 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