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In a new campaign, Miller Lite celebrates the best gift of 2020: The comforting lack of awkward holiday office parties. But this party is even more unnerving and surreal than usual—because its scenes, apparently frozen in the midst of workplace revelry, are created using statues instead of real actors. The brand and agency DDB worked with artist and photographer Alex Prager to create the video, which includes 15 lifelike sculptures reenacting typical party moments.
Enter the uncanny valley: Prager says it explores “the line between reality and artifice.”
The Brandweek Sports Marketing Summit wrapped up yesterday with a forward-thinking batch of sessions with some of the most innovative minds in the industry. The event carried a familiar tune that we’ve heard throughout 2020—that it’s the year of brand purpose. In one particularly powerful session Thursday, Nascar’s Jill Gregory, MLS’ JoAnn Neale and NLL’s Jessica Berman had a frank and compelling discussion about the future of sports and the reason that their “unique ability and power to effect social change” will make all the difference.
Also at the Summit:
- Visa CMO Lynne Biggar explained how the company’s response to the pandemic included a commitment to Olympic athletes, and offered important lessons from the experience.
- Two of the most eye-opening talks, featuring 100 Thieves and Activision Blizzard, addressed the state of esports in 2020, and how pivots from live events presented an opportunity for online events to grow and improve.
With two Senate seats still up for grabs in Georgia—which will determine which party controls the U.S. Senate—a group of industry professionals have joined the fray. Creatives for Georgia is composed of more than 850 designers, video editors and web developers whose goal is to produce a massive line of digital content in support of Raphael Warnock and Jon Ossoff, the Democratic candidates in the races. They’ll coordinate with the campaigns, activist groups and party organizations to align the messaging and creative.
Applying ad savvy to the challenge: The scale of this creative movement is unprecedented.
As the already dying American mall is dealt further blows by pandemic challenges, fashion titan Gap is suffering from a loss of identity. The retailer has suffered sharp declines this year—a 43% drop in Q1—and announced plans to close 350 stores. Within three years, 80% of Gap stores will be outside of malls. Part of the problem, too, is that Gap’s customers no longer have a clear sense of what it is and who it’s for because it ventured too far into the promotional.