We’ve all seen the typical “unboxing” video format—but this one is unlike any you’ve experienced before. In a distressing PSA for States United to Prevent Gun Violence, agency Grey New York shows an 8-year-old named Cayden unboxing and handling his parents’ unsecured, loaded handgun. The nerve-racking video aims to highlight the danger of improperly storing firearms in the home, a practice that has resulted in child deaths.

Watch the ad here—but a word of warning: Some readers may find the video very unsettling.

The first two days of our virtual event, Outlook 2021: The Year Ahead in Marketing Media, have been filled with energizing and informative insights from some of the industry’s top minds. We still have one more day left today [and you can RSVP for free here], but if you missed our programming from the past two days, check out these key highlights:

• Pfizer’s Sally Susman started off the day on a serious, yet inspiring note with a discussion of the pharma company’s progress on the Covid-19 vaccine with the Biden administration, its recent rebrand and its mantra: "Science Will Win.”
• Forrester’s Joanna O’Connell spoke about privacy protections in the coming year. "The brands that focus on deeply understanding the needs of their consumer are going to be the ones that win,” she said. Explore the data.
• Both PepsiCo CMO Greg Lyons and General Mills CMO Brad Hiranaga touched on how their companies are forging deeper connections with consumers through collaboration and innovation. Learn how these strategies are contributing to the companies’ successes, and how General Mills built its “force for good” mission into its brand anatomy.
• IPG’s brand new CEO Philippe Krakowsky joined us to discuss the way the industry has changed and how agencies can balance data, creative work and respect for customers.

Editor Insights:

Adweek’s editors have brought their expert insights to the table during this event, with Inside the Brand director Heide Palermo explaining how CMOs are planning for the future and plotting out spend:

• "Team development had to take a back seat when mission-critical issues arose, and that's not what leaders want, so they're working on ramping that back up now."
• "Spend is picking back up, but not in the same way we're used to for brands, as evidenced by Super Bowl advertising."

Convergent TV editor Jason Lynch also presented a thorough overview of TV and streaming: Predictably, streaming will continue to transform linear TV, with what would have been top-shelf cable programming shifting more to streaming, and total TV advertising on the rise.

For unlimited access to our editors' work, take advantage of the latest offer for an Adweek+ subscription.

Although some long standing advertisers have elected to skip the Big Game this year, CBS is doing just fine in terms of ad sales for Super Bowl LV, with ViacomCBS saying the game is “virtually sold out.” Those wanting to get in on the game need not fear, though: The company is open to finding ways to accommodate last-minute offers. Find out what’s still available.

Brands continued to announce new Super Bowl ads and release teasers yesterday:

• Indeed is joining the Big Game fray for the first time ever, with a 60-second spot that focuses on the historically high unemployment rate in the U.S. Learn about the data that fuels the 60-second spot’s message.
• On the regional ad front, Anheuser-Busch’s Cutwater Spirits will make an appearance following an explosive year. Watch the ad and find out what “cutting out” means. 
• Would you join a Zoom call to watch an ad? M&M’s is betting that 50,000 people will, offering a virtual sneak peek of the ad on Feb. 3. Learn how to see it, if that’s your thing.
• Both GM and its brand Cadillac are running ads that advance its electric-vehicle vision which inspired a recent identity redesign.

With her appointment as CEO of Walgreens Boots Alliance, Rosalind Brewer will become the only Black woman who is head of a Fortune 500 company. Brewer, who is no stranger to executive leadership, most recently serving as COO and president of Starbucks, expressed the criticality of working in a healthcare-related field. Learn more about her and the appointment here. 

Also in job moves: Grazia USA Names Jillian Maxwell Chief Revenue Officer

More of the Latest:

• Shamrock Capital Acquires Bayard Advertising
• Smart AdServer Undergoes Ownership Overhaul
• Facebook Posts Strong Gains in Revenue and Users in Q4 of a Challenging 2020
• Oberland Aims to Inspire Brands to Do the Right Thing With Its Purpose Guide
• AT&T Touts Big HBO Max Subscriber Gains, but Many of Them Aren’t Paying

Working with Dyslexia Canada, Dentsumcgarrybowen created a website and a children’s book series that reflect what it’s like to live with dyslexia. The website, called “It’s Hard to Read,” features words arranged in confusing and moving shapes, and the faux children’s book series features more complex titles like “The Diminutive Crimson-Clad Maiden” instead of “Little Red Riding Hood,” demonstrating that dyslexia makes reading more challenging.

Join Adweek for the 2021 Challenger Brands Summit, a Brandweek virtual experience on Feb. 22-25 for four days of Main Stage insights, Breakout sessions, marketer-led Masterclasses, virtual networking experiences and more.

Register now and learn from top challenger, incumbent and legacy brands such as Hello Products, Prose, Pearle Vision, Burger King, Roblox, WHOOP, House of Harlow, iRobot, Once Upon a Farm, Bombas and many, many more. Don't wait — prices increase on 2/9.

The sweet-and-savory flavor is the latest marketing stunt from a brand thriving in lockdown.

Move continues CEO Jeff Bezos' 2019 challenge to other retailers.

82 million households watched the period drama in its first four weeks.

Reimagined event tasks partners with developing content that resonates with remote audiences.

88% of Democrats believe 'heated or aggressive content' from elected officials should be removed.

It still received a grade of D in the Online Holocaust Denial Report Card from the Anti-Defamation League.