L’Oréal lets colorblind men see red for the first time: L’Oréal’s new campaign has people seeing red. The makeup brand’s latest ad in Mexico is a feel-good digital video that chronicles the tear jerking moment when colorblind men see their partners wearing red lipstick for the first time. The campaign was created by McCann Mexico, based on the insight that one in 12 men cannot see the color red due to color blindness. A red dress or lipstick tends to register as brown, ochre or purple for the colorblind.
Put Away the Selfie Stick and Live Like a Local, Urges Airbnb’s New Campaign: According to data from Airbnb, 86 percent of its users pick the platform because they want to live more like a local. That insight of living rather than visiting inspired the brand’s latest and largest marketing campaign, “Live There.”
Bonds Boys Digital Billboard: Pacific Brands, with Clemenger BBDO Melbourne and oOh! media, has commissioned a digital billboard featuring Rob and Dennis from the popular mens underwear campaign The Bonds Boys.
Tribune Publishing buys Splash magazine from the Sun-Times: Tribune Publishing has a newish boss, Michael Ferro, who used to be the big wig at the Sun-Times. While at the Sun-Times, Ferro launched Splash magazine. Now, Robert Feder, who covers local media in Chicago, reports that Ferro’s Tribune Publishing has just bought Splash magazine from the Sun-Times.
Waitrose Goes Further Into the Farmyard With Animal GoPro Footage: The first ad was filmed (without too much precipitation) last Friday morning and went out that night during Channel 4’s “Gogglebox.” The campaign is designed to “top and tail” each ad break in which it appears; the first clip simply featured footage of some cows grazing in a field and at the end of the break, another clip showed ingredients on the table; in this case, a dessert topped with fresh cream. It also introduced the new Waitrose tagline: “Everything we do goes into everything you taste.”
Facebook Partners With 3 Companies to Improve Its Verification of Ad Metrics: In a blog post published today, the Menlo Park, Calif.-based company said it’s adding Nielsen, Integral Ad Science and comScore to the list of choices advertisers have when looking for an outside perspective to measure the effectiveness of their photo and video ads on the social media platform.
YouTube Begins Tracking Offline Sales Impact For TrueView Video Ads: YouTube is starting to measure the offline sales lift for consumers exposed to its viewable video ad format TrueView. Through a tool called DLX ROI Sales Lift for YouTube, developed in partnership with the Oracle Data Cloud, Google is telling CPG advertisers that its video ads not only have brand impact, but that they drive incremental sales too.
Sanders Buys Snapchat Geofilters to Get Out the Vote on Primary Day in New York: The Bernie Sanders campaign bought geofilters on Snapchat in New York to support its get-out-the-vote-efforts as the state’s primary arrived Tuesday.
Google Wants to Prove Its Video Ads Drive Offline Sales for Brands: Today, YouTube and Oracle Data Cloud are announcing a new partnership to offer consumer-packaged-goods marketers in the U.S. data on how their ads affect in-store purchases.
Dentsu Aegis launches digital ‘marketing for good’ agency staffed by diverse youth: Dentsu Aegis Network has put its money where its mouth is in the diversity debate to launch fortysix, a digital agency that will be entirely staffed by young people from diverse backgrounds.