Phygital Splash 31: From Super Bowl Chocolate Ad to Comment about AI LLM Race by Microsoft
One Fact: This week marks the 20th anniversary of the launch of "The Facebook" by Mark Zuckerberg, a milestone that revolutionized the way we connect and interact online.
Dear readers,
I promised in earlier editions that I'll have some exciting news to share with you all in 2024.
As some of you might know, there will be a Mobile World Congress (MWC) conference in Barcelona from February 26-29, 2024. This is "the world’s largest and most influential connectivity event", according to organizers.
In line with the theme of our newsletter, which explores the intersection of offline and online worlds, I have decided to organize a meetup during the conference. Whether you're attending the conference or happen to be in Barcelona during these days, I invite you to join us for this special event. The meetup is free, but registration is required via the provided link.
Another phygital activity from me.
I am actively seeking startups from Asia that are eager to participate in an accelerator program for international expansion. Participating startups can look forward to a range of benefits, including tailored mentoring, partnerships and pilot projects with established companies in Europe and Asia, workshops from industry experts, and the opportunity to participate in global conferences in Europe and Asia. The deadline to apply for this opportunity is February 15, 2024.
Please feel free to get in touch with me if you are building something exciting or if you know someone who is.
Thank you for being a part of our community!
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Achieving competitive differentiation with AI — and staying ahead of commoditization — requires accompanying business transformation, the researchers state. “They have a very strong top-down leadership model They set up clear AI goals, then engage their employees by energizing them to drive through the AI journey.” The big-picture thinking is “viewing AI not just as a tool for efficiency, but as a catalyst for strategic transformation,” says Thomas Smale, CEO of FE International. “It opens doors to new markets and innovative business models.”
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The Super Bowl isn't only a championship game for pro football, it's also the biggest day in advertising, with top brands aiming big-budget commercials at an expected audience of more than 100 million viewers. Many of those companies are releasing their ads early, hoping to generate buzz before the February 11 game.
Companies are paying USD$7 million for 30 seconds of air time during Super Bowl LVIII this year.
Here is one ad from the chocolate industry.
Lindt LINDOR Life is a Ball | Lindt & Sprüngli
This 2024 Super Bowl commercial captures the essence of joy and generosity through a delightful and heartwarming narrative. The portrayal of spreading happiness through chocolate carrying the indulgent treat resonates with the audience, reminding them of the simple yet profound ways in which we can brighten someone's day.
The narrative arc, while beautifully executed, follows a familiar theme of connecting the product with everyday joy. While this is a proven approach in advertising, some viewers may have anticipated a more innovative twist to differentiate the ad from previous campaigns and capture their attention in a new way.
The quick glimpse into the chocolate-making process, while intriguing, may have left some viewers wanting more. Expanding on this aspect could have offered a deeper insight into Lindt's commitment to craftsmanship, further strengthening the brand's positioning and differentiation in the market.
Music: Round and Round - Perry Como.
Agency: Grey Global Group Inc.
Scoring the Super Bowl Ads | Knowledge at Wharton
Wharton marketing professor Patti Williams offers her take on this year’s Super Bowl ads.
“They were marginally better than they were last year, but I don’t think there were really any breakout hits that we’re going to remember 10 years from now. They were a little mediocre.”
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