Th 5/4 - Yung Gravy Teams With D.P. | Fortune In Fortune Cookies | Uber Eats Expands Services
It's Thursday, May 4 2023, it's time to nerd out.
The ad nerds podcast delivers ad industry news. Every weekday were the go to source for people who spend money on advertising, covering Big brands, small businesses. And of course, the latest marketing trends is me Spanky Moskowitz, the show's host and a nearly 40 year veteran of the ad industry. I've created campaigns for Budweiser m&ms, Frito Lay the NFL and NBA, I've created over 100,000 ads generating hundreds of billions and client revenue. If you're in or interested in the world of advertising and want to stay up to date with the latest news. The Add nerds podcast is the perfect place to start.
And I'm starting off with something I said a few days ago, a couple of days ago, I referenced some changes to the podcast, but I didn't say what they were actually, I didn't say what they were on the audio version of the podcast, but you could see the difference on the video version of the podcast. So for those of you who watch this podcast on YouTube, in all its entirety in all its glory. You had noticed the other day that suddenly the ads that I'm playing now have a video yes, we have integrated the video of the ads when I talk about a specific ad or a creative campaign. The visuals are there so no longer will you just hear the audio. But if you watch on YouTube, you are able to see the entire video now because this is a podcast and people listen, I encourage you if you want to see something to just hop over to the YouTube channel, right it's the Add nerds podcast pretty easy to find. If you just Google it, you'll find the podcast but then you can watch the video that you heard and really get a good sense of what the visual is. So that is the big change. Oh yeah that and we finally got the second camera running.
The one and only young gravy has just expanded his gravy sphere with a campaign for Dr. Peppers, new strawberries and cream soda. The rapper has created a song that helped design some exclusive merchandise. His Track is called strawberries and cream in and is featured in a DR clean refrain similar to his original SoundCloud hit MR CLEAN. The animated music video is absolutely amazing. And it takes place in a world filled with flashy cars, pool parties, and even a blinged out pink Tiger. In the video we see gravy hanging out with a sidekick who has the strawberries and cream can for a head and the duo perform a concert where they spray the sodas all over their fans with pyrotechnics. I mean it's a really cool ad. So if you want to see it, just pop over to our YouTube Chantal and you can see the entire thing. Although Dr. Pepper had some input in the lyrics young gravy said he was pleased with the overall creative control he had. He said, quote, if it's going on my social media, I want it to be something I would put up anyway, if the brand is willing to follow that sort of creative approach, which Dr. Pepper absolutely was. Then I'm into it and quote, The limited edition three piece merch line includes a silk collared shirt modeled after gravy signature button downs, vinyl inspired drink coasters, and a gravy boat. The merchandise is only available on the social commerce marketplace network, and consumers have to enter a drawing on the app for a chance to win the exclusive merch bundles.
Who doesn't love a good fortune? Well, how about a good fortune cookie? I don't know about you, but I got a couple saved on my desk. And you know, I just like to look at them like the words really speak to me. And how many times if you saved a fortune because of that? Well, my friend Gary Vaynerchuk, the entrepreneur known for his marketing insights and predictions, has invested in a company called Open fortune, the company that produces ad campaigns within fortune cookies. Open fortune aligns with Gary's investment philosophy of underpriced attention. Those nascent platforms that marketers have haven't fully understood, but have massive reach. Open fortune creates fortune cookie advertising for 47,000 restaurants and delivery platforms in the US and supplies printed messages to more than a dozen fortune cookie factories worldwide. According to co founder and chief fortune Officer Sean Porat 35% of their brand partners have shifted their marketing budget from sports sponsorships to fortunes. Open fortune estimates its reach. It reaches 135 million US consumers every month with his fortune cookie advertising and has expanded internationally into 24 countries. Open fortune is also changing the fortune cookie itself. It's using the AI chatbot chat GPT to write many fortunes presenting an opportunity to add variety to its fortune cookie messages.
Coming up. Uber goes from delivering people to delivering dinner now. Uber is making a push into the grocery delivery business by allowing consumer packaged goods marketers like PepsiCo CPGs to highlight sponsored products in the Uber Eats app. PepsiCo was Uber's exclusive beverage partner for the new sponsored items format, enabling the beverage and snack giant to spotlight its brands like Gatorade, Pepsi, Doritos, toasty DOS and pop corners. Uber seems to be trying to gain a foothold in the grocery delivery market as the demand for it decreased after the pandemic. However, the ride hailing giants delivery business has seen a recent surge reporting first quarter delivery gross bookings of $15 billion up 8%. Year over year. Uber has been expanding its ad business with its out of home ad division display ads. And it's in and its core app as well as various ad formats that all use first party data. The latest ad expansion is currently available in the US and Canada with international expansion planned by the end of 2023.
Are you looking for a new home? How about one that's 144 stories underground. I know it's a little unsettling, but that unsettling offer presented a new advertising campaign for silo residences, a subterranean community in Los Angeles. The campaign features outdoor boards with faux aspirational lines such as live life deeper, and you may never go outside again. A QR code on the ads leads them to the silo residences website which further promotes the idea of living underground. But don't worry, it's all just a teaser campaign for silo, a dystopian series coming to Apple TV this Friday, which is tomorrow, the show takes place in a ruined and toxic future where 1000s live in a giant giant silo deep underground. The campaign by the way, plays nicely on real estate advertising tropes, and includes partnerships with architectural and luxury real estate listing channels on social media. If you're a small business, you have to think of creative outdoor branding for your business. I have seen so many businesses fail at outdoor because, quite frankly, they stuffed their outdoor advertising with difficult to read websites and phone numbers. People have a hard time seeing them when they're driving by 50, 60, 80 miles an hour. I jumped to 80 Because nobody does 70 outdoor does serve a purpose for your business. It builds your brand in the consumers mind. But if you can create a powerful association, and give them a simple way to connect with you like a QR code, bonus points.
Coming up is AI smart, unique and creatively capable? Ai can't seem to escape any episode of this podcast chat GPT it's powerful. Sure. But is it smart? This amazing AI tool that's been getting so much attention the last four months, five months. It's been used by so many people it was even used by Ryan Reynolds to write ad copy for him. With its ability to handle all kinds of creative tasks. It's easy to think that chat GPT could be the end of human creativity as we know it. But the truth is, chat GPT is just a word changer. Not a world changer. NICK CAVE a famous Australian songwriter agrees. In a recent blog post he argued that AI technology could never produce anything more than replication as travesty cave believes that song arise out of suffering. I mean health just listen to any Taylor Swift song and you'll know and that algorithms don't have the ability to feel emotions or suffer. Back in his day admin eight David Vogel V. David Ogilvy god I can't believe I botched my hero's name. David Ogilvy believed that creatives help brands and business people escape the tyranny of reason. AI tools are incredible. And they're incredible at imitating because that's exactly what they're designed to do imitate chat ups, he doesn't actually know what it's saying, or what it even means. As as a language processing model, it simply digests vast amounts of data from the internet, and then spits out sentences or syntax based on statistical probability. So while there are certainly useful applications for AI, it's no better than average. When it comes to creativity. It can only look at what's been done before, which means it can't imagine something new like fearless girl, it can experience the happy accident of creativity when two disparate ideas come together are connected by a unique emotional response. AI tools simply can't comprehend the complex contextual sensitivities of the human experience. Struggle is a huge part of the creative process. And it can't be underestimated. transformative work is inspired by emotion, that AI simply just doesn't have the ability to process right now. But you do have the ability to process something right now for you. If you're a fan of the ad nerds podcast, please do me a favor, subscribe on Apple, Spotify or wherever you listen. Give it a five star rating and a great review. I'd appreciate it.
That does it for the ad nerds podcast for Thursday, May 4 2023. Spanky out thanks for listening.
Attributions:
Yung Gravy's campaign for Dr. Pepper:
https://adage.com/article/creativity/yung-gravy-his-smooth-new-track-dr-peppers-strawberries-cream-soda/2418196
OpenFortune: https://www.landing.openfortune.com/
Ad Zombies: https://www.adzombies.com/
Uber Eats' sponsored items format:
https://www.adweek.com/programmatic/uber-eats-expands-ads-in-move-to-spur-grocery-business/
Silo Residences: https://www.siloresidences.com/
ChatGPT and AI's limitations in creativity:
https://adage.com/article/digital/why-chatgpt-and-ai-cant-make-world-changing-transformative-work/2408701