S T U D I O 1 2 : Olay’s Star-Studded SB Ad

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First Things First

January 16, 2020

By Kathryn Lundstrom

Olay Nabs 5 Famous Faces for Its Second Super Bowl Ad

Five celebrities will be featured in Olay's Super Bowl 2020 ad: Taraji P. Henson, Katie Couric, Busy Philipps, Lilly Singh and Nicole Stott, a retired astronaut. Many of those stars have a history of working with the brand: Singh was a part of Olay's "Face Anything" campaign, which dropped in summer 2018 and was created by Badger & Winters, the same agency that's handling the creative for Olay's Super Bowl spot this year. Philipps starred in a campaign for Olay Regenerist Whips moisturizer, and Couric has a history of working with P&G, most recently in a docuseries for another P&G-owned skincare brand, SK-II.

Stott is not an Olay ad veteran, but her participation in the spot is a hint at what Badger & Winters has planned. A 15-second teaser released yesterday shows Singh, Philipps and Stott in space suits heading on a mission to outer space. Henson is on the ground at Mission Control, while Couric documents the odyssey from the anchor chair.

Anheuser-Busch Adds 4 Beers to Growing Low-Alcohol Portfolio

Struggling with your dry January resolution? Anheuser-Busch has got your back. Well, mostly its got its own back, because the market for no- and low-alcohol beers (NABLAB) is predicted to grow by nearly a third between 2018 and 2022. The beverage company, known globally as AB InBev, has introduced four new NABLAB products to its portfolio. They're each made by craft brewers owned by AB InBev, arriving on the scene as more consumers are ditching alcohol for new beverage options that fit into a sober-curious lifestyle, aiming to have 20% of its global beer volumes come from no- and low-alcohol products by 2025. The new beverages, So-Lo from Goose Island, Gilt Lifter from Four Peaks Brewing Company, Resolution Blueberry Acai Golden Ale from Breckenridge Brewery and Mango Cart Non-Alcoholic Wheat Ale from Golden Road Brewing have ABVs between 0.5% and 3.5%.

Amazon's Patrick Gauthier Says Retailers Should Prepare for Voice Commerce

Patrick Gauthier, vice president of Amazon Pay and a speaker at the National Retail Federation's 2020 conference in New York this week, said this is the moment for retailers to embrace voice commerce. To date, Amazon Pay has helped vendor partners like Atom Tickets, TGI Fridays, 1800Flowers, Woot and ParkWhiz do just that by integrating services with Alexa.

"Voice is not new—you've been talking to your car with frustration for at least a decade—but it's not going away," Gauthier said. And neither is voice commerce.

(Note: This story, by Adweek's Lisa Lacy, was published under our new retail vertical, making it easier for you to find all the latest retail news in one place.)

Media Execs Agree on the Need for Better Measurement for Fragmented Audiences

At CES this year, which wrapped up at the end of last week, Adweek caught up with execs from Bloomberg, Vox, Verizon and Group Nine about pain points they have with the advertising industry, and the very deals they were trying to make during the world's largest tech conference. They expressed concerns about coming technological and policy changes affecting advertising and frustration with the siloed nature of the industry. Ryan Pauley, Vox Media's chief revenue officer, predicted: "Measurement and attribution are going to be pretty tricky throughout 2020 given the measurement and the policy changes that will make that a little bit more difficult in what was already a very fragmented space."

Best of the Rest: Today's Top News and Insights

In Nike's First Lunar New Year Ad, a Tradition Sparks an Annual Family Face-off

Rather than the powerful athletic anthems we've become accustomed to seeing from Nike, the brand takes a different approach for its first Lunar New Year ad. The cinematic spot centers on the tradition of the hongbao, a red envelope with money inside given at the new year. A gesture of good luck and appreciation, the red envelope is often gifted to young children by older relatives.

In the Nike ad from Wieden + Kennedy Shanghai, a young girl has been told by her mother not to accept hongbao, but a crafty aunt is too quick for the girl to elude. As the girl grows, her attempts to deny the gift become an annual—and increasingly athletic—showdown with the aunt.

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Marketers on How to Promote a Healthy Work-Life Balance

"One of the main tenets of work-life balance hinges on the concept of trust and autonomy to get your tasks accomplished, regardless of time of day or physical location. This is exemplified in our current implementation of 'core hours,' asking employees to be in the office or otherwise available between the core hours of 10 am to 4 pm, and they can flex on either side of those hours to work their full week. Employees are also able to work remotely once a week, on a day that works for them. Finally, we have an open PTO policy.

For employees who recently welcomed a new child, our parental leave policy not only includes best-in-class benefits (generous baby bonus, childcare benefits and paid parental leave), but also flexible schedules for parents returning to work."

—Lizette Fleher, senior director of culture and engagement, RetailMeNot

"Our 'Mental Wellbeing Initiative' at involves activities to promote mindfulness and boost daily morale. It also includes professional speakers we've engaged to talk to us about mental wellness, wellbeing tips and finding a sense of purpose.

We have a Mental Wellbeing team who organize events, share information, foster conversation and encourage us to look after ourselves and give back to the community through volunteer work. We also decided to have an open culture around taking a Mental Health Day so you can go back to feeling like 'you'. We also produce quarterly newsletters that curate articles, thought leaders and other inspirational content about mental wellbeing."

—Jonathan Kenyon, executive creative director, Vault49

"We invest directly into mentorship, coaching, and bi-weekly one-on-one feedback. It ensures that our team members don't get burnt out, are progressing in their careers, and that everyone understands how personally important and impactful their work is to the rest of our company.

We encourage peer-to-peer coaching and work hard to connect everyone in our team to industry leaders that can help model what their next several steps are—and avoid bumps and bruises along the way."

—Eytan Bensoussan, co-founder and CEO, NorthOne