Dear Distinguished Subscribers,

Welcome to the 47th Edition of Stuffed.

To mask or not to mask, that seems to be the overarching theme this week, with Freedom Day not feeling quite as victorious as we had all once hoped it would. Nevertheless, over the past week, the nation has seen people flock to their local pub gardens, parks, and, for the lucky few, pools, as we experience our hottest week this year, to date. Summer is well and truly here bringing with it the return of Summer Fridays to GoodstuffHQ – huzzah!

In this week’s Stuffed we see TFL mark Freedom Day with a campaign to remind us of some activities we’ve been missing over the past year, Gen Z creates a new viral reading trend on TikTok and the Tokyo Olympics split advertising opinions down the middle.

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Happy reading and stay safe everyone.

From your friends at Goodstuff.

STUFFED WITH CULTURE

The Tokyo Olympics officially kick-off at midday, and whilst many sporting fans will be eagerly anticipating the spectacle, public opinion remains a lot more split in the home nation, resulting in Toyota – one of the key sponsors – pulling all local ads from the games. Undeniably a bold move, Imogen Watson’s article makes for an interesting read as she explores why she believes it was the right decision.

With Gen Z often depicted as a generation addicted to the internet, many of us would be guilty of assuming they’d rather be scrolling through Snapchat than flicking through the pages of the latest Sunday Times bestseller. You therefore might be surprised to hear the rise of ‘BookTok’ a trend that sees TikTokkers share their passion for books. Ranging from reading out quotes to acting out scenes, users are reimagining what it means to read and boosting sales as a result. Publishers are unsurprisingly watching with interest, but as should other marketers on how to engage this key, yet complex, demographic and unlocking their potential for powerful grassroots marketing.

This week Netflix announced plans to diversify into the gaming world. Although the platform has previously explored interactive programming with shows like Black Mirror, the move towards more traditional gaming will be a first. Set to be integrated onto the platform as early as next year, current subscribers will be happy to hear there are no plans (yet) to increase the monthly fee, although the decision has led many to speculate whether passive viewership streaming has almost reached its peak, as well as whether other competitors will follow suit.

STUFFED WITH CREATIVITY

TFL welcomes Londoners back on board

To mark ‘Freedom Day’ this week, TFL launched a campaign celebrating a return to the activities we’ve all missed that their transport network facilitates. Launched with a hero film complimented by reworked signage, station takeovers, OOH and a Time Out partnership.

Camden Town Brewery creates Pub PJs

‘Pubjamas’ is a creation from the beer brand designed to mark the planned return to normality this week by easing people back into their local with the home comfort that drinkers have become accustomed to.

Waze spread a traffic truth on Britain’s jammiest roads

The latest campaign from driving navigation app Waze taps into a truth that will get many of us hot and bothered this week with the start of the school summer holiday – traffic. The campaign features an actual ‘Traffic Jam’ spread with geo-targeted OOH along Britain’s busiest roads.

VW launches a ‘racy’ campaign in Australia

During a summer of sport, VW has created a competition playable from the comfort of the living room. The Ad Break Championship invites people to race their fellow TV viewers via a mobile device for a chance to win the newest version of the Golf GTI.

STUFFED WITH COMMS

While Toyota hits the breaks on Olympics advertising, Facebook rides in with a global skateboarding campaign

Advertising around the Olympics is usually an easy decision for most brands, but 2021 is proving to be a slightly different case for some with this week seeing two major brands taking opposite stances on their marketing over this period. First, up is Facebook who, to celebrate the official kick-off of the Tokyo Summer Olympics launched a global campaign showcasing the Olympic Games’ newest sport – skateboarding. The multi-app campaign, which includes creative spanning Facebook’s multitude of platforms consists of four films – ‘Skate Nation Ghana’, ‘No Comply’, ‘Longboard Family’, and ‘Once upon a time everywhere’, each aimed to showcase how Facebook’s communities and technologies have helped connect passionate fans across the globe under the theme “We change the game when we find each other.” However, the launch comes hot on the heels of the Games’ official sponsor Toyota pulling all their TV spots on Japanese TV over public concerns around the handling of the pandemic by the Japanese government. Clearly both brands – which no doubt will have planned, created, and paid for these campaigns before the Games were delayed – have come to different conclusions over their approach to the Tokyo Games, and it’ll be fascinating to see how other brands follow suit.

Thanks for tuning in to the 47th edition of Stuffed, we’ll see you next week.