Axe caves, gives Reddit credit for Shower Thoughts idea
Axe is ready to give credit to a Reddit user for its ad campaign that, ahem, borrowed some ideas from Reddit.
Axe’s latest ad was based on the premise of Shower Thoughts, which is a popular topic of conversation on Reddit, where users post their own anonymous musings. The Axe ad, however, wasn’t just inspired by the concept, it took a “shower thought” virtually word for word from a Reddit post dated seven months ago.
The Axe ad featured someone in the shower saying: “If you’re criticized for being short, they’re really just saying the worst thing about you is that there isn’t more of you.”
A YouTube video of the ad was posted to Reddit last week and caused a backlash from angry users there. They claimed Axe stole the idea. There were some reports that Reddit was looking for compensation for the originator of the idea.
Axe had not officially responded to the outcry until today, and it sent an email to Digiday saying it would work with the Reddit user who had the initial idea.
“Our intent with the Shower Thoughts series is to highlight the great creativity and conversations already happening in pop culture. As a champion for creative thought and self-expression, Axe will collaborate on an upcoming piece of content with the person who posted the Shower Thought being referenced,” Unilever, Axe’s parent company, said in the statement.
The Redditor will help write an upcoming piece for the brand and get paid for the contribution, a rep for Axe said.
The company could not immediately be reached for follow up questions. The campaign launched late last month, and was produced by Defy Media and Mindshare Entertainment.
How TikTok is taking lessons from the record industry in building a media business
Much of the industry conversation surrounding the app has centered on its ads business but its the creators on it that could spring the bigger returns.
Why TikTok stars are pivoting to gaming
Dressler and Waud used to derive a significant portion of their income selling merchandise to their fans on tours or at meet-ups. However, as these events have been canceled due to coronavirus and stay-at-home orders, they’ve sought to find another source of revenue online.
TheScore CEO John Levy on why sports betting is going mainstream
Consuming sports and betting on them usually happen in two different places. "If you look at the traditional way sports betting has been launched in Europe and even in North America -- in the offshore and black markets -- how people bet is through betting apps," according to John Levy, CEO of theScore, a Canadian sports media company. Those apps aren't where betters get their actual score lines and injury updates; they're where gamblers turn to once they've watched the game or read about it elsewhere. His company is looking to bridge that gap.
SponsoredVideo advertisers are turning to format innovation to push beyond interruptive experiences
In a new video, experts from GumGum, The Martin Agency and Pinterest discuss the future of video advertising — and outline their vision for how video ads can be less disruptive.
In first-party data play, The Guardian rolls out registration wall
Registration walls make it easier to tailor content, services and advertising to readers.
Member Exclusive‘You have full permission to hit the reset button’: Why marketers are using this period to experiment
With coronavirus tearing a hole through the 2020 marketing plan, some marketers see room for risk.