A PSA for the U.K. nonprofit Campaign Against Living Miserably (CALM) makes creative use of video player functionality to tell an outside-the-box story about mental health. In the short film, rugby champion Joe Marler, who has been open about his struggle with mental health, appears to be interviewed after a match—but then he stops and invites viewers to hover their cursors over the video progress bar to reveal an entirely different message.

Watch to discover the hidden message within the ad. (It works best on non-mobile devices.)

Related: Sheba Shows How Cats Impact Mental Health

In another mental health-focused campaign, cat food brand Sheba has created three short documentaries on the feline power to lend companionship and change lives. The three films each tell different stories with unifying messages: a cat training program in a Washington prison, a veteran whose cat helped him heal, and a cat that defies the odds as a mountaineering companion. Watch all three films here.

BuzzFeed acquired The Huffington Post last week, a move that analysts are calling a timely and clever move because it lends scale, investment and new audience categories to the former brand, while the latter gets more relevancy. It’s unlikely to yield top-line growth in the current advertising conditions, but that may not be a huge problem.

Learn why their future is brighter together.

2020 has been a year of many things, good and bad, but for streaming it has been a time of explosive growth, especially for ad-supported platforms. Now marketers are taking a closer look at the differences between these platforms and make decisions about ad buying on each one. And although it’s not at the scale of broad audience buys that linear TV is known for, it’s growing almost as quickly as confidence in the future of streaming.

Learn what this trend means for the likes of Hulu, Roku, Pluto and Tubi.

Things are changing rapidly in the advertising and marketing world—too rapidly for anyone to reasonably keep up with. That’s why we’ve collected a roundup of all of the marketing executives who have made key moves over the past few months in industries including media, entertainment, retail, financial services and tech. 

Moving and shaking: Check out the list of recent CMO leaps and bounds.

Plus, catch insights from these CMOs:

• “Just stay curious and don't be afraid to be spontaneous because that's really where true creativity comes.” On the CMO Moves podcast, Gap marketing chief Mary Alderete talks about her in-house power team, advice for fueling creativity and more.
• Ulta Beauty CMO Shelley Haus explains the reasoning and strategy behind the brand’s partnership with Target that will see it create some 100 in-store mini-shops in 2021.
• This week, Lagunitas Brewing Company appointed Canvas Worldwide as its U.S. media agency of record, following a review. We talked with Lagunitas CMO Paige Guzman about the appointment and vision for the brand’s marketing.

More of the latest:

• Pinterest Taps Former Exec From Coworking Brand The Wing as Consumer Marketing Head
• 5G Rollout and Pandemic Conditions Could Lead to Boom in Augmented Reality
• Ad-Tech Deals Are Flowing Again as Experian Buys Tapad for $280 Million
• Under Armour’s Stacey Ullrich on Turning Moments Into Movements at Purpose-Led Brands
• Reddit Adds Paula Price to Board of Directors

Before Ryan Reynolds achieved super stardom, he dreamed of working for Best Buy’s Geek Squad. Sadly, a youthful Reynolds’ dreams were dashed when he was rejected for the position. In a new Mint Mobile ad, he graciously forgives the brand for the rejection—and Best Buy, in turn, forgave him for… well, you’ll see.

In a year marked by uncertainty and unprecedented change, join your peers from leading publishers, media companies and brands to share trends, insights and best practices on navigating the rapidly changing world we’re living in.

View the lineup and register today.

Paramount's comedy sequel will be available to stream in early 2021

The 2020 Impact Honorees are Gary Vaynerchuk and Adam Waheed

The social network’s AI systems proactively detect about 95% of removed posts

Stepping up on content, social and video over experiential in the Covid-19 era

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