Ad Matters 8.8.25

This week, an advertising campaign has proved once again how our industry’s work can provoke conversations that transcend borders as the American Eagle campaign featuring Sydney Sweeney has become a global topic of discussion. Our Chief Executive, Stephen Woodford, will be on Times Radio later this morning talking about this, as well as advertising more generally.

Kantar has responded rapidly with research that offers a fascinating take on what the American population thinks of the campaign, including whether people are still likely to consider buying from the brand, alongside a breakdown of the respondents’ demographics. Still, another side of the story has emerged from Andrew Tindall at System1, who continues the debate about the research itself…

While the US’s approach to advertising regulation differs from the UK’s, back at home this week, our regulator the ASA has been proactive in its recent fashion ad rulings for different reasons. Further proof of how advertising can act as a lightning rod for the discussion of what constitutes acceptable social norms in the 21st century.

Meanwhile, we continue our Less Healthy Food Agreement Campaign to raise awareness of the incoming LHF restrictions, as our Director of Public and External Affairs, Chris Walker, writes for the Drum about how to avoid the naughty list this Christmas. Thanks to fellow trade bodies for their support to raise awareness of how to advertise responsibly this festive season – and keep your eyes peeled as there is more to come on social next week!

Our pick of the ads:

• Our Ad in the A is adam&eveDDB’s ‘Engineered for Whatever’ for Columbia Sportswear which exposes nature’s unpredictability.
• Govia Thameslink showed a meet-cute in ‘Every Stop Is A Story’ created by TMW with media planning and buying by T&Pm.
• FCB London and Chicago have created ‘TriDifferent’ for Trident Gum to inspire Gen Z to embrace the unexpected.
• Steve Backshall features in ‘Roadside Nature’ by Boldspace for Volvo Car UK, to combat stressful summer road-trips with children.

Our must reads:

• Omnicom and Interpublic have been given the go-ahead in the UK as the Competition and Markets Authority completes its investigation into the acquisition. (LBB)
• Agencies provide their thoughts on the integration of YouTube into BARB measurement. (The Media Leader)
• Advertisers must be part of the solution around misinformation, writes CAN and Portsmouth University lecturer following a recent Government report. (The Media Leader)
• Campaign asked senior industry leaders for their summer-reads. (Campaign)

And finally, our CEO Stephen Woodford has a summer book recommendation for all agency leaders: Market of One: How Your Agency Can Rewrite the Rules and Create a Lasting Competitive Advantage. Written by Co:definery CEO & Founder Robin Bonn, the book challenges businesses to embrace what makes them truly different. Check it out here.