Following the success of his 19 Crimes Cali Red, Snoop has his own rosé wine from the brand. "I was thinking pink,” the hip hop legend said. Much like the prior red, the new wine will be part of the ongoing AR experience that consumers can access by scanning the bottle to produce a hologram of the Doggfather, who offers them words of wisdom. See the AR experience in action. 

Star power is a recurring theme in today’s top ads:

• Lay’s is also leveraging celeb power with Messi Messages, a web app that lets fans send personalized video messages from soccer superstar Lionel Messi using deepfake technology.
• After its charming Edgar Scissorhands ad from the Super Bowl, Cadillac put its “hands-free” tech to the test, getting celebs like Sofia Vergara, Joe Manganiello, the Jonas Brothers and more to take its 2021 Escalade for a no-hands ride.

The NFL has scored some eye-popping new rights deals for its TV packages, with most networks including Fox, CBS, NBC and ESPN hanging onto their current deals, though ESPN’s deal will include a wrinkle that will benefit ABC—and ABC will be back in the (Big) Game. Plus, beginning in 2023, Amazon Prime Video will receive exclusive rights to Thursday Night Football games. 

But Super Bowl ratings were down this year, so why are broadcasters and streamers acting like things are looking up? Jason Lynch explains.

Also in TV and Streaming: 

• One of the most popular TV series ever on streaming, The Office is now available to watch for free this week on Peacock to celebrate the show’s 16th anniversary.
• At SXSW, correspondents from The Daily Show With Trevor Noah said they welcome the opportunity to explore more comedic targets in a post-Trump era. 

Our latest poll with Morning Consult examined American consumers’ thoughts around the question of whether Jeep should rebrand its Cherokee and Grand Cherokee models in response to requests by the Cherokee Nation. As is often the case, the results were divided—but there’s more nuance to it, of course. 

See how the opinons broke down. 

Feel like your marketing job is in retrograde? The moon is leaving SXSW and entering the Spring Conference Awakening—which means it’s time to check your advertising horoscope, with social media strategist Ejolee L. Mitchell as your spiritual (satirical) guide. Refocus and reset your KPIs for the season. 

Adweek on Clubhouse | Marketing Reinvented: Creator Collaborations

Today at 11 a.m. ET, join Adweek’s Toby Daniels on Clubhouse for a talk with an exceptional group of social media leaders, who also serve as judges of Adweek's recently announced Creator Visionary Awards. The discussion will focus on the ways creators collaborate with brands to bring joy and positivity to the world. Add it to your calendar here.

Briefly:

• Peloton and Adidas Join Forces on Apparel
• EmblemHealth Names VMLY&R as Agency of Record
• Nordstrom Tosses Its Hat Into Shoppable Livestreams
• Marsh & McLennan Companies Becomes Marsh McLennan in a Modernized Brand Makeover
• Crypto Publisher Decrypt Launches Token Cryptocurrency for NFTs

Consumers can experience every facet of French life with this gorgeous campaign for Le Chocolat des Francais bars from TBWA\Paris. The candy bars’ real packaging shows a selective, romanticized image—but the campaign shows that it’s just a small piece of a larger picture that shows all the real, less charming aspects that don’t make it into the final frame. See the funny and beautifully designed work here.

Capital One's Jennifer Lopez, Head of the Innovation Lab, Chiptole's
Tressie Lieberman, Vice President of Digital Marketing and Off-Premise, and more join the lineup for Adweek's Elevate: Performance Marketing.

Register for free and join us March 24-25 to hear from brand marketers about new tools to optimize product awareness, build brands and engage with customers.

Jotham Ndugga-Kabuye proposes new ways to find talent, dealing with "organizational fit," and more.

Will augmented relevant continue to be relevant for ‘live’ events?

Meet the brand’s first new permanent beverage in five years.

The vacation rental brand is promoting new Netflix film Yes Day with $20 getaways.

A new study from eBay shows electronics and clothes are most popular.

The beverage brand’s Twitter stunt pits natural against artificial.