The Weekly Break In
Before you log off for Thanksgiving (you logged off 3 days ago), we're going to get you caught up on the biggest advertising and marketing stories so you can explain your job in a way even weird Uncle Rodney will understand.
And if you're new.
We'll be here every Wednesday to break down the biggest advertising and marketing news stories of the week so you can be ready to go when it comes time to "talk shop" with a client, recruiter, colleague, or even your friends if you have those.
Gobble Till You Wobble,
Jack
1. Wicked's Magical Marketing: From Broadway to Box Office
Am I the only person that hasn't seen Wicked? As a self-proclaimed investigative journalist, I feel it is my duty to go see this movie.
The film adaptation of Wicked is making waves with a record-breaking $114 million domestic opening, fueled by a massive marketing campaign. Universal Pictures launched a wide range of themed merchandise, including dolls, makeup, and apparel, targeting the "theater kids" sub-culture. Global promotional stunts, like lighting up the Arc de Triomphe in pink and green, created buzz and showcased the film's massive marketing investment.
The film's release alongside "Gladiator II" created a competitive dynamic reminiscent of the "Barbenheimer" phenomenon, benefiting both films and revitalizing theater attendance.
On a side note, I guess this release finally reveals the answer to this question posed in the original Gladiator:
2. Jaguar Unveils Bold Rebrand for Electric Future
As the dust settles, let's try to summarize what was the most critiqued piece of advertising in a long time.
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Jaguar launched a comprehensive rebranding initiative as it transitions to an all-electric vehicle lineup. The new identity features a revamped logo with mixed upper and lower-case letters, a sleek "leaper" emblem, and the slogan "Copy Nothing." The accompanying campaign emphasizes "Exuberant Modernism" and targets younger, affluent audiences with avant-garde visuals that notably exclude cars, sparking mixed reactions.
Anything else?
As part of this shift, Jaguar plans to reduce its UK dealership network from approximately 80 to around 20, focusing on wealthier regions to align with its premium electric strategy. Critics, and probably your weird Uncle Rodney, however, have labeled the new direction as "woke," a claim Jaguar executives have refuted, framing the rebrand as a necessary evolution in the electric vehicle era.
I honestly thought this was going to be a prank. At the end of the day, we don't actually know if this was successful or not until we see how Jaguar performs in the coming years. Until then, we will be getting only the most perfect and correct takes from talking heads across Linkedin and every advertising conference panel from now until eternity.
Also, Rob Schwartz has a great Substack article here, taking us down memory lane on some other wacky advertisements to provide a bit of perspective.
3. Coca-Cola's AI-Generated Holiday Ads Spark Debate
可口可乐公司 has released AI-generated holiday advertisements, leading to mixed reactions. Critics point out peculiarities in the visuals, such as shiny faces and distorted proportions, while others commend the brand's innovative approach. This move highlights the growing trend of AI integration in advertising, aiming for personalized and efficient content creation.
The term "mediocrity" is now the go-to term for describing the future of AI in advertising. The level of detailed inspection and critique in the Coca-Cola ad is likely driven by the microscope that AI is under in the advertising world.
The golden question remains the same: will the consumer care?
And with that, I also want to say Happy Coca-Cola Holiday Can Release Day to all those who celebrate:
(wsj.com)
You Made It To The End!
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If you are a advertising or marketing professional and you want to work with Breaking and Entering or just want to have a chat, message me on Linkedin Jack Westerkamp. Or email me. [email protected]