Magnet 74
This week, we’re talking about two national campaigns that have got the industry talking, and a new targeting tool that ITV has released. Enjoy!
Brewdog:
BrewDog is ramping up its ‘anti-sponsorship’ of the World Cup in Qatar, with CEO James Watt confirming that all revenue from the sale of special World F*Cup Lost Lager cans will go to human rights charities fighting injustice in Qatar, on top of the profits the brand will donate from sales of the beer in bars and supermarkets during the tournament.
Describing the company as “anti-corruption” and “anti-human rights abuse”, Watt refuted claims the brewer sells direct to Qatar. BrewDog plans to donate the profits from one shipment sold in the country via a third party to human rights charities.
“In our view, taking a stand is always better than not saying anything, even when that means your position might be criticised,” said Watt in a LinkedIn post. “If we never take a stance then we are all giving tacit approval for things that are just plainly wrong in the world. At BrewDog we always take a stand for the things we believe in.”
John Lewis Christmas Ad:
The most anticipated christmas ad has been released.It starts off low-key, a middle-aged man trying, and largely failing, to learn how to skateboard. A long-suffering wife smiling supportively as her husband returns home with yet another injury. They go to a few parties, decorate a tree - so far, so standard. Then the doorbell rings. We see a girl clutching a skateboard. She looks hesitant to enter until our hero gestures towards his own skateboard and a sprained wrist; it becomes clear that she is their new foster daughter.
John Lewis has partnered with Action for Children and Who Cares? Scotland, and is giving 25 per cent of sales of certain Christmas items - such as a teddy bear, pyjamas, and chocolates - to the two charities. The brand will also be donating food, decorations and toys to children’s homes across the country, and it has announced plans to become the biggest national employer of people formerly in care. Sharon White, chairman of John Lewis Partnership, has also released a personal statement urging the government to invest more money in care reform ahead of the upcoming budget on 17 November.
“We want to start a national conversation about improving the lives of those in care,” says Melanie Armstrong, Action for Children’s chief executive. “We believe this partnership will enable us to support and empower [them] as they make the transition into the adult world.”
This year, the ad feels apt. The mood of the nation is somewhat more subdued die to the cost of living crisis hitting everyone, but Christmas is the right time to take a stark look at how the systems in place treat some of the most vulnerable children in the country. It’s more poignant, and even if it isn’t uplifting- John Lewis is sending their message at a time of year when children in care may be feeling lonely and left out.
ITV- new technology
Automated Contextual Targeting (ACT) has been developed by ITV’s AdLabs and has been launched with Boots and Sainsbury’s.
The system uses AI technology to scan through every show on the ITV Hub and then categorises each scene. It has the ability to recognise facial expressions and words spoken within shows
This means that where an advertiser may typically buy Food as a Contextual theme and target shows like Ainsley’s Mediterranean Cookbook, the ACT algorithm gives them the ability to target moods, objects and moments.
So, agencies can then target Food, Drink and Mealtimes moments when they include ACT within their package, whether it be via a mealtime shown on Coronation Street, or contestants having a dinner date on Love Island.
"More than ever, brands want to buy adjacency to the biggest and most talked shows on TV, but so do with relevance,” said Jayesh Rajdev, Controller of Advanced Advertising for ITV.
“Following months of development and testing under AdLabs, our ACT pilot utilises cutting-edge tech to help brands fine tune the contextual relevance of their ITV addressable campaigns.”