Adweek的October 2, 2017目录

On Tuesday, Twitter announced that it is beginning to test longer tweets, doubling the site’s signature pithy 140-character missives to 280 characters. The company is testing the new format, it said, because 140 characters can be limiting and may keep people from using the site altogether. With more characters, ideally Twitter can lure in new users to keep the company growing amid years of missed expectations from Wall Street. Not everyone welcomed the news, though: Some marketers said that they were afraid longer tweets wouldn’t be authentic to the platform and may make it harder for users to navigate the site, while others worried that the change may make it harder for brands to organically pop up in the newsfeed, especially as Twitter tests non-chronological tweets in its algorithm.…

‘There is something so incredibly potent about knowing that every year, you have no idea what you’re going to get to do.’ She won an Emmy, SAG Award and Golden Globe for her bravura performance as Marcia Clark in last year’s FX miniseries, The People v. O.J. Simpson: American Crime Story, but it took Sarah Paulson almost another year to confirm what the TV industry really thinks about her acting chops. Earlier this year, her longtime collaborator and O.J. executive producer Ryan Murphy offered the actress the lead in Ratched, an origin story he is executive producing that focuses on Nurse Ratched, the iconic, sadistic nurse from the 1975 film One Flew Over the Cuckoo’s Nest. Murphy shopped the project around to networks, offering a package for the first time…

A lot of car advertising treats the obstacles that drivers face on the road as literally faceless threats—an avalanche of rocks, or a piece of cargo falling blamelessly off a pickup truck. But let’s face it: The real problem on the roads is the other drivers—or, if you like, the clowns who share the streets with us. Audi and BBH London take that playful epithet and run with it in an entertaining 90-second spot directed by Ringan Ledwidge (who famously teamed up with BBH London in 2012 for The Guardian’s “Three Little Pigs” spot). The whole production has an inspired lunacy to it—and almost every scene delivers chuckles.…

‘We’ve taken a sandbox approach where players can create their own stories.’Stephane Jankowski, producer at Ubisoft’s Ivory Tower Studio, which created The Crew franchise. Ever wanted to hop on a Harley-Davidson Iron 883 motorcycle and weave through gridlocked Manhattan streets? How about hitting the expanse of historic Route 66 while feeling your tires on the asphalt and the wind against your skin? Turns out you can—at least virtually. Those scenarios are just two of the many available to players of the upcoming Ubisoft video game The Crew 2, an open-road racing adventure set to debut in March 2018. The game is one of the unconventional ways that Harley-Davidson, a 114-year-old legacy brand, is reaching out to millennials and women as it looks to broaden its consumer base beyond its core…

MARVEL’S LUCKY 13 These are all the live-action Marvel series that are currently airing or scheduled to debut within the next year. ABC Marvel’s Agents of S.H.I.E.L.D. Marvel’s Inhumans 2 Fox The Gifted 5 Freeform Marvel’s Cloak & Dagger (2018) Marvel’s New Warriors (2018) Hulu Marvel’s Runaways (Nov. 21) FX Legion 1 Netfl ix Marvel’s Daredevil Marvel’s The Defenders 4 Marvel’s Iron Fist Marvel’s Jessica Jones Marvel’s Luke Cage Marvel’s The Punisher (this fall) 3 Just four years ago, Marvel debuted its first live-action TV series, Marvel’s Agents of S.H.I.E.L.D. Its TV empire has exploded since then, and the Disney-owned company now has 13 different series currently airing or preparing to debut in the next year, across six broadcast, cable and streaming outlets (see sidebar). As two new Marvel shows…

Agencies want to drag you off the couch and put you in the driver’s seat for an immersive experience. BY PATRICK COFFEE AGENCIES Advertisers haven’t had to look too far for negative news lately. But as broadcast spending dips and clients question the safety and effectiveness of digital buys, more and more agencies are turning toward a rare bright spot in the ad world: experiential marketing. “Experiential work is where the rubber hits the road—where advertising meets the Amazon review, quote unquote,” says Denise Wong, president of George P. Johnson Experiential Marketing. “We can not only go out with a brand’s message and promise, but give consumers a chance to try it.” This sort of work sells both products surrounded by experiences and experiences doubling as products. And brands…