New campaigns in marketing and advertising world generated lots of discussion this week, from controversial AI ads to big brand refreshes. Catch up on the biggest news stories you missed in our Marketing Must Reads.

Toys ‘R’ Us Creates Ad with OpenAI

Last week, Toys ‘R’ Us became one of the first brands to create a fully AI-generated advertisement. The ad depicts the store’s founder as a child experiencing a dream that inspires him to create the Toys ‘R’ Us brand. The effort showcases many of the concerns businesses have with using AI for creative purposes. The AI-generated characters have an Uncanny Valley-like appearance with unnatural movements, and the young boy shapeshifts several times throughout the minute-long video.

The ad from the toy brand was quickly met with criticism from creatives and consumers alike. Many social media users called out the irony that an ad about a young boy’s imagination was automatically generated by a machine. Toys ‘R’ Us executives argue that the spot represents cutting-edge innovation and honors the visionary legacy of the brand’s founder. Read more about the latest AI controversy here: https://www.forbes.com/sites/danidiplacido/2024/06/26/the-toys-r-us-ai-generated-ad-controversy-explained/

Verizon Launches Brand Refresh

Verizon officially announced its new brand refresh last week with a new logo, ad campaign, and home Internet offerings. The new logo still features Verizon’s signature letter V, but with a softer and “friendlier” shade of red off-set with a warm yellow color. According to the brand’s chief revenue officer, the refresh was designed to bring more warmth and approachability into Verizon’s relationship with their customers and move away from the slick image they’d adopted with their last brand iteration.

To kick off the brand refresh, and advertise their updated home Internet offerings, Verizon also created an ad campaign featuring an update on their classic “Can you hear me now?” tagline from the 2000s. The first spot features a real Verizon tech repeating the line as he explores the different ways customers can now use Verizon. Check out the new logo and ad here: https://adage.com/creativity/work/verizon-refreshes-brand-new-logo-and-updated-take-can-you-hear-me-now/2567361

The Newest Patrick Mahomes Ad from Coors Light

In the third year of their partnership, beer brand Coors Light and Kansas City Chiefs quarterback Patrick Mahomes are continuing to toe the line on the NFL’s ban on athletes promoting alcohol. Their latest commercial, which kicks off the brand’s efforts ahead of the upcoming football season, directly pokes fun at the league, with Mahomes starring in a video that ultimately gets shut down. In response, Coors Light and Mahomes decide to bury the ad in a time capsule during a livestream on the brand’s social channels.

To further promote the new ad effort, Coors Light is also offering a tongue-in-cheek collector’s item, dubbed the “Redatrick Figurine,” which pixelates Mahomes’ image to further skirt NFL rules. In past seasons, the brand has released flashlights and golf club covers in their partnership with the football star. Learn more about Coors Light’s creative ad efforts here: https://www.marketingdive.com/news/coors-light-patrick-mahomes-time-capsule-ad-campaign/719903/

Pure Leaf and Lindsay Lohan Promote the Tea Break

Iced Tea brand Pure Leaf launched a new campaign last week that encourages consumers to break up their workday with a “tea break.” After conducting a survey among consumers, Pure Leaf found that three in five workers struggle to take breaks while at work, while two-thirds feel burnt out. To combat employees’ exhaustion, the brand partnered with Lindsay Lohan to promote a new culture around the “tea break.” The first ad in the campaign showcases Lohan in her recent role as movie producer, encouraging her team to “recharge and revitalize” with a Pure Leaf beverage.

Pure Leaf is supporting their effort by offering complimentary bottles of their iced tea for viewers who sign up for the brand’s text messages through July 25. They also created humorous “tea break” GIFs and OOO messages to help workers set boundaries around their breaks. Find out more about Pure Leaf’s new campaign here: https://www.prnewswire.com/news-releases/pure-leaf-and-lindsay-lohan-want-you-to-revitalize-with-a-workday-tea-break-302184511.html