Peyton Manning Stars in Caddyshack; Colorless Pride Skittles: Friday'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. Peyton Manning Is Caddyshack’s Judge Smails for New Michelob Ultra Ad Using deepfake technology, Michelob Ultra transformed Peyton Manning into Caddyshack character Judge Smails in a promo for The Match: Champions for Charity, which Manning is playing in on Sunday. In two ads, the second of which will drop on social just before the match, Manning's face is superimposed onto Smails in scenes from the movie. Michelob Ultra is also giving away prizes including a branded golf cart during the broadcast. Watch: The beer brand hopes to drum up interest for the match during this "ramp-up stage," a growing trend amid sporting events. Related: The Last Dance is the most successful example of the many ways sports broadcasters have attempted to fill their networks following the sudden drop-off of almost every live sporting event. In Dual Memorial Day Initiative, Budweiser Shows Its Versatility With Patriotic Marketing Known for its patriotic advertisements, Budweiser created another powerful all-American campaign. In a new spot, the brand expanded its Memorial Day message to salute citizens beyond the traditional concept of a veteran, with its iconic Clydesdale unharnessed and running across the country as a symbol of freedom and recovery. The ad is paired with limited-edition cans honoring different branches of the military, with part of the proceeds going to support education for military families. Analysis: The campaign demonstrates the adaptability of the ongoing patriotic strategy and the brand's willingness to adjust. How Labatt Reshot Its Entire Summer Campaign Mid-Lockdown Without a Budget [kickout id="3"] Right before the lockdown order went into effect, Canadian beer brand Labatt’s creative agency Burns Group and production company Droptree had just finished shooting a summer campaign filled with party-themed footage—not exactly ideal for the era of social distancing. In an ultra-creative and breakneck-speed pivot, the campaign's directors Connor Martin and Matt Miadich of Droptree shot an entirely new series of ads showing the duo simulating water sports in their houses with everyday items. Watch: The ads even feature a catchy jingle, “We’re gonna fake it ’til we lake it.” Learn how they pulled it off after they had already exhausted their budget. Will Shoppers Love Amazon Prime Day as Much in the Fall? It appears that Christmas in July has been cancelled. Amazon's Prime Day has reportedly been shifted back to September due to unprecedented demand, which is straining the ecommerce giant's warehouses. But it's possible that this shift could impact the performance of the sales event: After all, some of Prime Day's past success may be attributed to its midyear timing, and the platform has used the increased traffic to showcase its member perks and streaming services. Explore the insights: Consumers have been trained to anticipate summer sales. Skittles Goes Colorless, Giving Up the Rainbow for LGBTQ Pride Partnership with GLAAD [kickout id="4"] The candy brand most commonly associated with the taste of the rainbow has taken an unexpected approach to its Pride Month efforts this year. The "Give the Rainbow" campaign, created for a partnership with LGBTQ organization GLAAD, removes the rainbow from Skittles packaging and candies, leveraging the concept that the rainbow should be reserved for representation and visibility of the LGBTQ community in June. $1 from each rainbow-free Skittles pack will go to GLAAD. Pivoting for Pride: With Pride events canceled, we can expect more brands to release special edition products and other celebratory stunts. More of Today's Top News & Highlights Fox Nabs First TV Season Win Among 18-49 Demo in 8 Years; CBS Remains No. 1 in Total Viewers ABC Brings Back 19 Series for Next Season, but Forgoes Fall Schedule for Now Companies Are Pressuring Dmexco to Cancel Ad Tech’s Biggest Event As Demand Grows for Antimicrobial Material, Brands Predict It May Be a Bigger Part of Apparel’s Future The Atlantic Lays Off 68 Staffers Companywide Due to Economic Fallout From Covid-19 BlogHer Banks on Free Digital Summits to Keep Brand Audience Engaged During Quarantine A Walmart Employee’s Poem About Solidarity Has Made Him an Advertising Star Consumers want "hopeful, comforting and supportive" messages from brands, and, as it did with its recent spot sent to "Lean on Me," Walmart leveraged the talent of its employees. The retailer's new ad features 21-year-old Terrell "Trizz" Myles, who reads an uplifting poem he wrote, with animations by agency FCB. [kickout id="2"] Tip of the Day [kickout id="1"] More about this quote: Learn how advertisers should adjust their strategies for the at-home audience. More of the Latest: This Agency Created a Self-Sanitizing Shopping Cart Handle Reflecting Pandemic Trends, Investment in Beauty and Personal Care Startups Hits a Recent Low Celebrities Rally Support for Asian Restaurants With #TakeOutHate Campaign L Brands Will Close 250 Victoria’s Secret Stores and Proceed With Spin-Off FCB Chicago, TBWA\Media Arts Lab and BBDO Win Top Honors at ADC Awards