Google's AI Controversy, Aldi’s Middle Aisle Turns Heads, and Outbrain’s Acquisition of Teads
Desperados has launched “The Beer with Latin Vibe”, a new global campaign led by Grammy-winning Colombian music producer Ovy On The Drums. This campaign marks the first initiative under Desperados' new brand positioning, which aims to engage Gen Z and Millennials through culturally relevant passion points.
As part of the campaign, Desperados has collaborated with leading Latin talent to release a new track, Guao Guao. The accompanying music video will serve as the campaign’s centrepiece, with additional activations including exclusive Spotify releases, AR Snapchat filters, and Out-Of-Home (OOH) takeovers in major cities.
Ahead of the Super Bowl, 谷歌 has released ads showcasing how small businesses are using Gemini AI, a tool built to harness search for automating content creation. While the ads seemed fine initially, eagle-eyed viewers spotted a factual error. One ad claimed that Gouda accounts for "50 to 60% of the world’s cheese consumption."
Dairy experts quickly disputed this, noting that while Gouda is widely traded, it is unlikely to be the most consumed cheese. A professor from Cornell University stated that the claim likely originated from Cheese.com, a site whose statistics have been questioned for over a decade. The mistake raises concerns about the accuracy of data used by AI and the growing interest in embracing these tools.
Oreo is promoting its collaboration with Post Malone through a Snap Inc. campaign that uses a new in-chat ad format. Oreo is the first brand in the snack category to use Sponsored Snap, an ad product that delivers full-screen vertical videos directly to users' chat inboxes.
麦当劳 has teamed up with Stormzy to debut the UK’s first-ever Famous Order. Available from February 12, the meal features nine chicken McNuggets, fries, BBQ dips, Sprite Zero, and a dessert choice. The campaign uses social media and PR to highlight McDonald’s personal connection with its audience, making fans feel part of something unique.
In an inventive collaboration, data company Equinix has teamed up with Maximilian Raynor to create a dress made from IT materials. By merging technology with fashion, he has transformed digital media into an immersive experience, highlighting the complexities of the internet.
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This week, Aldi UK jumped on the Grammy Awards buzz by launching a castle headpiece inspired by Jaden Smith, allowing British shoppers to make the same fashion statement during their weekly shop. The activation quickly gained attention on social media, proving that Aldi’s middle aisle is a trendspotting destination.
Doritos has stirred curiosity with a cryptic "shapeshifting" snack teaser campaign. Is it rage bait or a new product? The brand’s provocative approach has prompted people to question the meaning behind the ads. By sparking speculation, Doritos taps into the power of anticipation, creating buzz around its next big move.
JCDecaux is making a bold move to dominate London’s Digital Out-Of-Home (DOOH) scene by doubling its 2m roadside screens. The plan? To install 1,000 new London Digital Network (LDN) screens in high-traffic spots like Battersea, Canning Town, Elephant and Castle, King's Cross, Wandsworth, and Wembley.
With 670 sleek 86” screens at TfL bus stops, advertisers will enjoy displays 30% larger than the market average, using 20% less power.
Kicking off in April 2025, the rollout will see 500 screens live by the end of the first year. As the UK becomes JCDecaux’s second largest, most digitised market, this expansion proves one thing: digital OOH is bigger, bolder, and more powerful than ever.
Channel 4 and Lloyds Banking Group are awarding ￡600,000 in TV advertising airtime to four black-owned businesses as part of the Black in Business 2024 initiative. Each business will receive ￡150,000 in TV ads and mentorship from senior Channel 4 and Lloyds executives to help them grow and reach new customers. Chosen from a shortlist of 20, the winners were selected for their potential to succeed with TV advertising and their strong product offerings.
The initiative addresses the barriers faced by black entrepreneurs. Research shows that 56 per cent of black-owned businesses only secure funding once they have already achieved success, compared to 35 per cent of business owners from other backgrounds.
Outbrain has made the latest large-scale ad tech acquisition, purchasing Teads in a deal worth over $1 billion. In recent years, companies like Azerion and MiQ have made similar purchases, but this acquisition brings Outbrain into the brand-led marketing space.
Teads has always focused on video in premium environments, while Outbrain has only recently delved into this space, launching a new team and product last year called Onyx, which they describe as “a new solution built to optimise attention and maximise impact across the open web.” The acquisition shows Outbrain’s intentions to become a key player in brand marketing, in addition to their well-established credentials as a lower-funnel content recommendation platform.
It’ll be interesting for all to see if Outbrain can shed the opinions of some more mature media buyers, who may only think of their click-bait allegations.
Thanks for reading. Catch ya next week!