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The best and worst of Super Bowl ads – The Associated Press

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NEW YORK (AP) — During advertising’s biggest night, Super Bowl Sunday, marketers battled it out to bolster their brands and promote new products. Advertisers paid up to $5.6 million for 30 seconds, and almost 100 million people tune into the big game.

This year, Hyundai and Jeep scored with whimsical humor by poking fun at Boston accents and reuniting the “Groundhog Day” cast, Punxsutawney Phil included. Google struck heartstrings with a quiet message about aging and remembrance. Cheetos and Doritos both played off exaggerated dancing to good effect.

But Pop Tarts and a Hard Rock action-movie commercial failed to connect with viewers.

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BEST

HYUNDAI

The automaker released its ad early, but it still drew fans during the game. Boston-affiliated celebrities including actor Chris Evans, John Krasinski, Saturday Night Live alum Rachel Dratch and former Boston Red Sox player David Ortiz discussed a Hyundai feature that lets car owners park remotely with exaggerated accents that make “Smart Park” sound like “smaht pahk.”

JEEP

Super Bowl Sunday was on Groundhog Day, so someone had to do it. Fiat Chrysler painstakingly recreated the 1993 movie “Groundhog Day,” including the town square and other locales, with original actors Bill Murray, Brian Doyle Murray and Stephen Tobolowsky. The twist: instead of a Chevrolet truck, Murray uses a Jeep Gladiator truck. FCA Group marketing chief Olivier Francois said the ad worked to demonstrate the versatility of the Jeep truck since Murray does something different every day.

GOOGLE

Google’s 90-second ad stood out by not using humor or celebrities. It features a man reminiscing about his wife, using the Google Assistant feature to pull up old photos of her and past vacations. The ad is set to an instrumental version of “Say Something” by Great Big World. “It’s so hard to write earnestly and not make it cheesy,” said Julia Neumann, executive creative director at ad agency TBWA(backslash)Chiat(backslash)Day in New York. “This was really, really well done.”

CHEETOS

Cheetos used nostalgia effectively, appropriating the 30 year old MC Hammer classic “U Can’t Touch This” — still an earworm after all these years. The snack-food ad features a man with bright orange Cheetos dust on his hands who uses it as an excuse not to move furniture and perform office tasks. Hammer himself — “Hammer pants” and all — also kept popping up to utter his iconic catchphrase.

DORITOS

The brand added a silly danceoff to “Old Town Road,” the smash hit of the summer by Lil Nas X. In the Western-themed ad, Lil Nas faced off with grizzled character actor Sam Elliott with silly, sometimes CGI-enhanced dances moves at the “Cool Ranch.” Billy Cyrus, who features in the song’s remix, also made a cameo.

PLANTERS

Planters teased its Super Bowl ad nearly two weeks before the game, releasing a teaser that showed its Mr. Peanut mascot seemingly being killed. The “death” of Mr. Peanut went viral on Twitter. But when Kobe Bryant was killed in a helicopter crash, the marketing stunt suddenly seemed insensitive, so Planters paused its pre-game advertising. The actual Super Bowl ad was relatively inoffensive, with a baby Mr. Peanut appearing at the funeral. “Baby Nut” comparisons to “Baby Yoda” and “Baby Groot” sprung up online.

WORST

AVOCADOS FROM MEXICO

Avocados from Mexico have carved out a niche with humorous ads featuring avocados, but they may have veered a little too far into “random” territory with this effort featuring a home shopping network with fake products such as a baby carrier-like device for avocados. “I thought the Avocados from Mexico spot felt like a random and gratuitous use of celebrity,” said Steve Merino, chief creative officer of Aloysius, Butler & Clark in Wilmington, Delaware. “Not only did it not make sense to have Molly Ringwald as your spokesperson, it was also a bit of a distraction.”

POP TARTS

Kellogg’s went for quirky but ended up with a bland spot that isn’t likely to be remembered. In a pseudo infomercial, Jonathan Van Ness of “Queer Eye” describes the new Pop Tarts pretzel snack. The idea is that Pop Tarts adds pizazz to pretzels, but the ad itself failed to have much spark.

SQUARESPACE

Winona Ryder went back to Winona, Minnesota — which she is named after — to create a website for the town. But nothing much happened in the ad, which shows Ryder in a snowdrift on her laptop being confronted by a “Fargo”-like cop. There’s a more involved marketing campaign with Ryder, but the Super Bowl ad didn’t communicate much.

HARD ROCK INTERNATIONAL

Hard Rock International went all in on its first Super Bowl ad, maybe too much so. It enlisted Michael Bay for a frenetic commercial showing a frenzied heist caper involving Jennifer Lopez, Alex Rodriguez, DJ Khaled, Pitbull, and Steven Van Zandt — but some found it hard to follow.

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Nothing's new earbuds prove that it can (mostly) hang with the heavyweights – The Verge

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Nothing is churning out new earbuds at a faster clip than smartphones. The company just introduced the Nothing Ear and Nothing Ear (a), priced at $149 and $99, respectively. Together, they mark Nothing’s fourth and fifth products in the headphone category. First came the original Ear 1, which stood out for its partly transparent design but suffered from bugs and inconsistent audio performance. Then, Nothing went after a different audience with the open-style (and oddly named) Ear Stick. And a year ago, the company shored up reliability and sound quality concerns with the Ear 2. Now it’s back for another go-round. 

And guess what? Yep, they still look pretty much exactly the same.

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The Nothing Ear and Ear (a) both preserve the design that debuted in 2021, with the improvements again focused on day-to-day performance. On the flagship Ear buds, the sound profile was tweaked once more and includes new personalization options, and their battery life has been extended by 25 percent. And there’s a new Bass Enhance setting for giving the low end some extra kick when desired. 

A photo of new earbuds from Nothing.

A photo of new earbuds from Nothing.

a:hover]:text-black [&>a:hover]:shadow-underline-black dark:[&>a:hover]:text-gray-e9 dark:[&>a:hover]:shadow-underline-gray-63 [&>a]:shadow-underline-gray-13 dark:[&>a]:shadow-underline-gray-63″>The Nothing Ear (a) earbuds are the company’s first product that isn’t black or white.

Meanwhile, the more affordable Nothing Ear (a) adds a splash of color to a Nothing device for the first time: they’re available in yellow in a hue that’s rather close to the adorable Playdate. But the earbuds themselves look just like the pricier Ears, right down to the components you can see through the transparent part of the stem. And they feel identical to the Ear 2 once you put them in. They’re comfortable, but Nothing only includes three sizes of silicone tips, which doesn’t always cover the full spread of ear sizes.

And the similarities extend to how they function. Both have the same strength of active noise cancellation and are able to muffle out up to 45dB of noise, which is twice what the Ear 2 were capable of. Both pairs of earbuds are IP54 dust and water-resistant, although the Ear’s case is more resilient, with a IP55 rating compared to IPX2 rating for the smaller Ear (a) case. Spending more on the Nothing Ear also nets you wireless charging. But in terms of feel, I prefer the more compact Ear (a) case, which the company says was inspired by “everyday pill packets.” It’s more fun! Nothing has improved voice call performance and AI voice isolation on both sets of buds, as well.

A photo of new earbuds from Nothing.

A photo of new earbuds from Nothing.

a:hover]:text-black [&>a:hover]:shadow-underline-black dark:[&>a:hover]:text-gray-e9 dark:[&>a:hover]:shadow-underline-gray-63 [&>a]:shadow-underline-gray-13 dark:[&>a]:shadow-underline-gray-63″>That yellow really pops.

Where the Nothing Ears win out is in audio fidelity and the level of customization you can apply to it. Nothing says the Ear has its “most advanced” driver system yet, which uses a ceramic diaphragm “rarely seen in audio products” for improved richness. It also partnered with a company called Mimi for a hearing test in the Nothing X app that creates a personal sound profile for your unique hearing traits. I’ve mostly stuck with the “advanced” EQ, which lets you adjust a graphical interface and create profiles for different musical genres. Once the Nothing Ears are out, you’ll be able to share your preferred presets with other owners (and import theirs) by way of QR code. 

A photo of Nothing’s Ear and Ear (a) earbuds side by side in someone’s palm.

A photo of Nothing’s Ear and Ear (a) earbuds side by side in someone’s palm.

a:hover]:text-black [&>a:hover]:shadow-underline-black dark:[&>a:hover]:text-gray-e9 dark:[&>a:hover]:shadow-underline-gray-63 [&>a]:shadow-underline-gray-13 dark:[&>a]:shadow-underline-gray-63″>Color aside, it’s not easy to tell the $149 Nothing Ear (left) apart from the $99 Ear (a).

So far, I’ve been very satisfied by how the Nothing Ears sound. The Ear 2 were already on the mark, so these aren’t too different. Can they compete with every trick that Apple, Samsung, Google, and others are offering? No. There’s no head tracking spatial audio, for example.

But from an audio quality perspective, they’re going toe to toe with earbuds from companies with far more resources. And that’s not to say that the Ear (a) sounds bad by comparison. It’s honestly in the same ballpark, so you’re not sacrificing much if you really want Nothing’s colorful buds.

And you’re still getting multipoint, Fast Pair (for Android), Microsoft Swift Pair, and a low-latency gaming mode in the cheaper buds. That’s a lot of stuff crammed in for $99. Battery life has also been totally sufficient, lasting for over five hours on both buds with ANC enabled or well over eight hours if you can go without it. 

So as it stands right now, both of Nothing’s new earbuds are a very solid value. And they’ll become more capable in the months to come: the company plans to add ChatGPT integration to its smartphones and earbuds, which will let you query the AI through voice when on the move. I think earbuds are a more compelling vehicle for these interactions, so I’m excited to test how it all comes together once that update is available.

Photography by Chris Welch / The Verge

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Cytiva Introduces Its Xcellerex Magnetic Mixer at Interphex – Genetic Engineering & Biotechnology News

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Cytiva introduced its Xcellerex magnetic mixer at the annual Interphex meeting in New York City this week. The single mixing system has been specifically designed to address challenges faced by customers engaged in large-scale monoclonal antibody, vaccine, and genomic medicine manufacturing processes, according to Amanda Halford, president, bioprocess, Cytiva. Sized in 2000 and 3000 L capacities, the mixer offers several configurations to cater to diverse mixing processes, she adds.

“We’re tapping into our differentiated portfolio to solve a wide range of challenges for our customers,” continues Halford. “Our new magnetic mixing system is flexible and capable of meeting the many demands and constraints during buffer and cell culture media preparation. By reimagining the design, we’ve tackled some of the biggest obstacles to downtime.”

A major contributor to time and money losses are leaks. A minor leak can cause or lead to a major setback—it can mean a full working day lost for our customers, notes Jon Van Pelt, vice president, bioprocess single use technologies, Cytiva. When dealing with a 3000 L batch of cell culture media, the estimated financial loss can cost between $60k to upwards of $100k. That’s just the material and labor. It doesn’t factor in the opportunity cost and other effects caused by not having media available for your cell culture processes, continues Van Pelt.

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Mixer biocontainer

To help prevent leaks, the system includes a mixer biocontainer incorporating user-centered design elements aimed to bolster durability and improve ease of use. This evolution in design results in enhanced safeguards, providing added protection against leaks throughout shipping, storage, and operation, says Halford.

Another constraint during the development of drug therapies is the quality and time it takes to mix a batch. Mixing floating powders, like cell culture media, can be a challenge with many of the mixing systems currently available, maintains Halford, pointing out that most of these systems have underpowered impellers and with a circular or cubicle shape that is less than ideal, particularly for large production volumes. Powder tends to float on the surface of the liquid, making it difficult to mix evenly into the fluid or leading to prolonged mixing times.

The new mixing system has an impeller that when combined with the mixer’s hexagonal shape creates a vortex, enhancing the interaction at the liquid surface, according to Van Pelt. This vortex effectively pulls down the floating powders into the main body of the liquid to allow for a more efficient and shorter mixing process, he explains.

“Process engineers and scientists, who currently experience problems with tight facility constraints or complicated installation of large-scale consumables, will benefit from its compact size, allowing it to fit into tight facility spaces without compromising on capacity or requiring the need for facility expansion,” says Van Pelt. “We are always listening to our customers—solving issues to more quickly get life-changing therapies to patients.”

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Aaron Sluchinski adds Kyle Doering to lineup for next season – The Grand Slam of Curling

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Aaron Sluchinski’s team announced Wednesday on social media that Kyle Doering has joined the club for next season.

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Sluchinski was searching for a new player after second Kerr Drummond stepped back from competitive curling late last month. The Airdrie, Alta., team also includes third Jeremy Harty and lead Dylan Webster.

Sluchinski had a breakout season, winning the Boston Pizza Cup to represent Alberta at the Montana’s Brier for the first time and also competed in three Grand Slam of Curling events. The team finished 16th in the world rankings and seventh among Canadian clubs.

Doering has spent the past two years playing with Edmonton’s Karsten Sturmay and was also on the lookout for a new squad after his skip announced his departure from competitive curling.

Winnipegger Doering earned a silver medal at the world men’s curling championship earlier this month as the alternate on Team Canada, skipped by Brad Gushue.

Doering captured the Canadian junior title and a world junior bronze medal in 2016 playing with skip Matt Dunstone.

The Canadian men’s curling landscape has seen several shifts in recent days. Brendan Bottcher’s teammates announced Tuesday they were looking for a new skip and Reid Carruthers’ team revealed Wednesday it has parted ways with skip Brad Jacobs.

Skip Glenn Howard also announced his retirement Tuesday.

Meanwhile, skip John Epping unveiled his new team last week, featuring third Tanner Horgan, second Jacob Horgan and lead Ian McMillan.

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