Sorry, Google, but you’re not having a great month.

Not only has the tech giant found themselves in hot water, legally speaking, but they’ve also just had a Gemini campaign backfire, big time.

Maybe it has something to do with the fact that their new ad feeds into our deepest, darkest fears about the future of AI 😱.

In today's newsletter:

• Google's new Gemini ad makes us feel yuck (find out what happens when you create a campaign without reading the room)

• Beer brand gives Olympic parents sponsorship deals (check out how this campaign uses humour & emotional storytelling to subvert expectations)

• Trend plug - I'm starting to get the itch again

• Ask the Editor - How do I make the most of my lead gen process? 

- Charlotte, Editor ♡

I'm a bit scared of AI.

And it's not just because I saw The Beast at the weekend (an AI sci-fi/horror/romance). It's because of Google!

Well, because of the commercial they released for their AI software, Gemini.

Lemme outline it for you real quick (or, watch it here).

A dad is speaking about his young daughter and her talent and passion for hurdling. Behind the voiceover are lo-fi flash images--phone camera home videos. It's all very sweet.

We find out she loves Olympic level hurdler Sydney McLaughlin-Levrone. Awww.

Next, this loving father is helping his daughter improve and asking Gemini for tips on technique. Seems like a good use of the AI software.

Then this supportive dad asks Gemini to help his daughter write Sydney a letter. A letter expressing how much she admires this sports star—a letter from the heart, some might say.

But it's not from the heart. It's from AI.

And that's where they lose us. Because, let's be honest, the scariest thing about AI is how it might strip away our humanity.

In fact, the commercial has proved so controversial that Google pulled it from the NBC’s Olympics broadcasts.

[Keep reading]

-Maggie, Copywriter

Beer Brand Gives Olympic Parents Sponsorship Deals

Parents. Bless them.

I hardly think about it now, but the fact that my mum stood on the sidelines each weekend, watching little me play hockey on Wellington winter mornings, is just... incredible. Because, if you didn't know, Wellington is the windiest city in the world. And the wind usually comes from the polar South. So, thank you, mum.

But that's it. Parents do things for their children and are rarely given the thanks they deserve. Not publicly, at least.

But Molson is giving credit where it's due in their Olympic campaign.

The beer company and official sponsor of Team Canada are celebrating the hours of work that go into raising and supporting an athlete.

How are they doing this, you ask?

Well, they're sponsoring the parents of athletes, too. And it's made for a super effective advertising strategy.

Basically, nine parents are being treated like big-time athletes.

So, everything an athlete would expect from an endorsement deal, these sweet, supportive parents are getting, too. Commercial appearances, starring in campaign imagery, paid contract signings, and social media coverage. And heaps of free beer.

[Keep reading]

-Maggie, Copywriter

Trend Plug - I’m Starting to Get the Itch Again

Today’s TikTok trend is all about allowing your greatest desires to get in your head.

Whether that's booking a plane ticket or just eating some of your favourite foods, this trend perfectly demonstrates what it's like when you have a thought that won't leave you alone.

TikTokers are using this CapCut template and this sound to share what they are currently craving or want most in life, in other words, their 'itch.'

The trend involves using on-screen text of a conversation between two people. One person says, 'I'm starting to get that itch again,' and the second person says, 'What itch?'

How to jump on this trend:

First, film or use a video of yourself doing a simple task to show your brain wandering. Think of something you've been CRAVING. It can be as silly or serious as you like.

Next, grab a photo or video of whatever that 'itch' is. Put this all into the CapCut template, chuck the trending audio over it, and don't forget your on-screen text.

Here are some ideas to get you started:

• Applying for leave

• Annoying my manager/boss

• Gossiping with my work bestie

-Carter, Intern

Tune in to the YAP Podcast

We’re breaking it down for you.

Listen to the YAP podcast Tuesday - Saturday, where we talk about everything that’s happening in marketing right now so you’re always in the know.

Watch the full podcast here and subscribe to our YouTube Channel so you never miss an episode.

Ask the Editor

Q - I'd love to know about specific strategies to impact the lead gen process. How do I get the most out of my CRM? - Jess

Hey Jess!

It sounds like you're looking for help with your sales funnel so you can nurture your list of leads. If I were you, I'd take some time to build out what your customer journey looks like over 12 months. Ask yourself how often you want to be in touch with your list and what this looks like.

There are plenty of resources out there to help you create a funnel. You could also ask ChatGPT to help you. Just tell it about your business, what CRM you're using, and ask it to give you a sales funnel template.

Beyond these ideas, I'd start to think about how you can use content to talk to your leads. Here at TAS, we use social media and the newsletter to keep in touch with our audience. Because we're in constant contact with literally millions of people, now our CEO, Stan, can make a few LinkedIn posts and sell $42k worth of spots in our cohort.

If I were you, I'd consider how your content can support your lead gen strategy. Because once you have an audience you've nurtured this way, you don't need to send salesy emails when you do want to sell something. You can just ask.

- Charlotte, Editor ♡

Was this email forwarded to you? Sign up here.

Wondering what the heck we do at The ATTN Seeker? Check us out.

Heard about a cool case study we should feature? Hit reply and tell us about it!

Got a question about social media strategy OR marketing? Reply to get it answered in an upcoming newsletter.