Amazon Studios’ Daring Ad; John Lewis’ Holiday Spot: Friday’s First Things First

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Welcome to First Things First, Adweek’s new daily resource for marketers. We’ll be publishing the content to First Things First on each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here.

Amazon Just Pulled Off the Most Dramatic Front-Page Ad Takeover for ‘The Report’

This seems like a good opportunity for ICYMI. So in case you missed it, Amazon Studios pulled all the stops ahead of the debut of its film “The Report” this week, putting an ad wrap around major newspapers like the Los Angeles Times. The movie ad recreates the moment news splashed across newspapers about an investigation into the CIA’s detention and interrogation program after 9/11. But will the dramatic flair reach enough people ahead of the premiere?

Read more: Amazon just pulled off the most dramatic front-page ad takeover for The Report

John Lewis’ Holiday Ad Stars a Sweet Dragon Who Enjoys Christmas a Bit Too Much

Maybe you like Christmas. Maybe you suit up in your ugly sweater and sing Mariah Carey’s “All I Want For Christmas Is You” right after Halloween. But even with all of that, you’re probably still not as excited about the holidays as Excitable Edgar, the sweet dragon who enjoys Christmas a little too much and stars in John Lewis’ new holiday ad. However, trouble seems to follow this little guy wherever he goes.

Watch It: John Lewis debuts holiday ad with Excitable Edgar

Disney+’s Massive Marketing Campaign Is Just Getting Started

This holiday season, Disney is going all in on promoting its new streaming service. In fact, you could call the outreach for Disney’s streaming service “unprecedented,” going as far as to having an all-day activation in New York and leveraging its heavy-hitting media partners. What’s next?

Read more: Everything Disney+ is doing to get in front of possible customers.

Fox Selling 30-Second Super Bowl Spots for up to $5.6 Million in Accelerated Market

Typically, Super Bowl ad inventory has been available for brands looking to swoop in at the last minute and grab a spot. But oh how the turn tables (or how the tables have turned for non-The Office fans). Out of Fox’s 77 in-game Super Bowl advertising spots, only 17 are still up for grabs. Execs point to the contraction of premium inventory and consistent pricing creating a sense or urgency.

Read more: Fox in-game inventory is selling out.

Related: Pop-Tarts Gets in the Game With First Super Bowl Spot in 2020

Best of the Rest: Today’s Top News and Insights

How does your team learn from mistakes?

Sarah Baird, vp, account strategy and operations, Outbrain

Talk about the setback openly. Often times teams avoid sharing bad news or failures, after all, it is human nature. If you talk about what went wrong and most importantly what you learned from it—you put your team in a better place to succeed moving forward. At Outbrain, I introduced Effie “the I effed up elephant” to sit on the desk of someone who shared a failure and learning from the previous week.

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