Acura
Acura =kicked off its latest brand campaign – New World. Same Energy. – taking viewers on a fast-paced journey across the Acura multiverse in the brand’s Precision Crafted Performance vehicles. The new action-packed 60-second spot celebrates Acura performance and includes a first look at the brand’s all-electric future: acura.us/newworldsameenergy.
The multi-channel New World. Same Energy brand campaign showcases Acura’s high performance products, including a glimpse of the highly-anticipated 2024 Integra Type S driven by anime racing hero, Chiaki, of Chiaki’s Journey fame, as well as the all-electric Acura Precision EV Concept that previews the styling of the zero-emissions 2024 Acura ZDX and ZDX Type S. Acura is committed to continuing to put the driver experience first in the electrified future. “Our high-energy new Acura brand campaign is all about the fun our customers experience behind the wheel of our products,” said Meliza Humphrey, senior manager of Acura Marketing. “As Acura moves toward our all-electric future, we want our current customers and next-generation buyers alike to know we are taking on this new world with electrified offerings they will love to drive.” The New World. Same Energy campaign will have a robust presence at the upcoming Sundance Film Festival in Park City, where Acura returns for a 13th consecutive year as a Presenting Sponsor and Official Vehicle of the Festival and will be featured throughout the March college basketball championship tournament. The campaign will run through the spring across digital and social media platforms. Brought to life by director Dave Meyers and set to a soundtrack by Mötley Crüe’s Live Wire, the Acura New World. Same Energy. brand campaign evokes a visceral and emotional reaction as viewers get to know Acura’s lineup of Precision Crafted Performance vehicles.
Principal
P
rincipal Financial Group® and the Los Angeles Athletic Club announced a new presenting sponsorship of the John R. Wooden Award. The sponsorship reflects the dedication of Principal® to celebrate expertise, excellence, and equality in sports.The Wooden Award offers a unique opportunity to pair the shared values of Coach Wooden and Principal to support the women, men and coaches who are shaping today’s game.
“Principal sponsorship of the Wooden Award is bigger than a financial commitment,” said Beth Wood, Principal executive vice president and chief marketing officer. “Support for this prestigious award reinforces the core values which have always been part of what Principal believes while, at the same time, celebrates the commitment and expertise demonstrated by these talented athletes and coaches.” Beginning in 2020, Principal took steps to increase its impact on gender equality in sports—investing behind its mission to help everyone build a brighter future. Through its media support, Principal is an active endorser of NCAA Women’s and Men’s sports, helping amateur athletes forge a path toward a bright and secure financial future.
To further amplify the Wooden Award and uplift athletes, Principal is collaborating with ESPN via Disney Advertising to showcase the top women’s and men’s college basketball players through several player features starting in January with the Top 25. Top finalists will be revealed during various ESPN studio shows, and the women’s and men’s winners will be announced live on SportsCenter the day after each NCAA National Championship.
E.L.F
Who the e.l.f. did it? , e.l.f. Cosmetics released “Cosmetic Criminals,” a true-crime parody documentary capturing widespread e.l.f.-pinching in households everywhere on Amazon Freevee. The parody documentary will also make its theatrical debut playing ahead of Paramount Pictures’ new “Mean Girls” movie at select AMC locations nationwide.
The 15-minute spot, the latest from e.l.f.’s disruptive marketing and entertainment powerhouse, is best described as a true crime parody documentary with suspenseful twists and turns. “Cosmetic Criminals” will be the most extended branded content spot to ever run on the big screen, according to National CineMedia, the largest cinema advertising platform in the U.S. Directed by Oscar and Emmy award-nominee Alex Buono (Documentary Now!, Russian Doll) and starring Emmy Award-winning producer and four time-nominated actress Niecy Nash-Betts (Origin, RENO 911!), Nelson Franklin (Veep, New Girl), Necar Zadegan (NCIS, Girlfriends’ Guide to Divorce) and more. With an entire household of suspects, each with plenty reason to “borrow” their favorite e.l.f. product, viewers will want to know “who the e.l.f. did it?” The biggest mystery of all is why anyone doesn’t have their own e.l.f. products in the first place. e.l.f. has prestige inspired products at extraordinary prices that do not break the bank — always e.l.f. clean, vegan, cruelty free and Fair Trade certified. “Our e.l.f. community was the first to tell us about widespread e.l.f.-pinching within their households,” said Laurie Lam, Chief Brand Officer, e.l.f. Beauty. “Borrowing e.l.f. holy grails from family and friends without the intention of returning, a.k.a. Intergenerational Cos Crime, is a global phenomenon – between siblings, mothers and daughters, husbands and wives – even grandparents are not spared. This insight from our community sparked an incredible idea we had to act on.”
At this exclusive event on April 11, 2024 brand decision-makers and marketing service suppliers will share and accelerate knowledge on crucial topics, including Latin American marketing, e-commerce marketing, and leveraging marketing technologies. To find out about thought leadership and networking solutions at Portada Live involving many brand decision-makers, don’t hesitate to contact Sales Director Irma Gutierrez at [email protected].
Mastercard
Mastercard is in development on a new initiative to support small business owners globally with personalized guidance to help them grow and thrive. Acknowledging the crucial contribution of small businesses to the worldwide economy—and the incredible impact of mentorship to their success—the company is piloting Mastercard Small Business AI. This inclusive Artificial Intelligence tool delivers customized assistance for all small business owners, anytime, anywhere, as they navigate their unique and varied business hurdles.
The Generative AI tool being created by Mastercard and Create Labs will be responsibly built on diverse and inclusive content. Not only will the AI tool deliver data from Mastercard’s existing repository of content – from the Small Business Community, Digital Doors, Mastercard Trust Center, Strive USA, and elsewhere – a newly formed global media coalition will contribute by licensing their business content—such as articles, podcasts and interviews. The following are slated to be the inaugural participants:
- Blavity Media Group, a digital media company with a mission to economically and creatively support Black millennials.
- Group Black, a Black-owned media company dedicated to connecting brands with diverse audiences. The group’s collective includes Pod Digital Media, Black Women Talk Tech, ReachTV.
- Newsweek, the modern global digital news organization built around the iconic 90-year-old American magazine.
- TelevisaUnivision, the world’s leading Spanish-language media company, reaching over 53 million U.S. consumers across linear and digital platforms.
The tool is scheduled to be piloted in the U.S. later this year, with the goal for international markets to follow. Mastercard plans to have additional partners join worldwide to drive critical local relevance as the tool expands globally. “Operating a small business is a point of immense passion and pride for entrepreneurs, but it’s certainly not easy. We are working closely with small business owners at all stages of development and seeing the myriad of challenges they face and the critical importance of mentorship to their success,” said Mastercard Chief Marketing and Communications Officer Raja Rajamannar. “Mastercard Small Business AI aims to create mentorship at scale, offering always-on advice from an inclusive set of sources. This is a testament to our commitment to the small business community and to innovations that lift people up.”
Super Bowl LVIII
Major marketers Reese’s (confectionery) Doordash (delivery app) and motor cycle manufacturer Kawasaki announced their participation at Super Bowl LVIII with spots on TV and streaming during the big game on February 11.
Walmart
Wholescale announced its partnership with Walmart Inc. to syndicate authentic ratings & reviews to the world’s largest retailer. Wholescale’s proprietary technology prioritizes authentic reviews for shoppers, while offering advanced solutions for suppliers. The syndication partnership demonstrates Walmart’s commitment to enriching customers’ shopping experiences and offering cutting-edge technologies and platform-choice to suppliers. “Suppliers and sellers can now serve shoppers and Walmart merchants in the most efficient manner,” said David Rapps, President of Wholescale. “Suppliers spend exorbitant fees on incentivized and sampled reviews that shoppers tend to distrust, so Wholescale and Walmart naturally aligned to execute this partnership. Suppliers and sellers are excited about how seamlessly Wholescale’s authentic reviews platform integrates into Walmart’s ecosystem. I applaud the Walmart and Wholescale teams for their excellent collaboration and execution.” Wholescale’s vast experience building successful consumer brands through authentic reviews epitomizes the profound impact reviews have on shoppers’ brand loyalty and purchase behavior. Wholescale’s technology has been adopted by multiple Walmart Supplier of the Year award winners as well as leading brands and suppliers across the retail landscape.
