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The Swirl: July 31, 2017

Is it just us, or has the summer literally flown by? As we brace for August 1, we tapped a couple of Guest Swirlers this week to drop some knowledge. Because two is better than one. Or none. In this edition: everyone’s favorite Kristen Wiig, all the puppies, and a new kind of Big Brother.

WORD OF THE WEEK

Microsoft Paint (n.) - The artistic application that 90s kids will remember from computer class. Or just killin’ time in between AIM chats and AOL dial-up tones. Unfortunately, this iconic pastime has… well, passed its time. And to honor its legacy, Campaign asked creatives to pay tribute using the tool. May it rest in peace.

For every man, woman, and child...

BROUGHT TO YOU BY GUEST SWIRLER: CAROLINE WARBURTON, ACCOUNT SERVICES INTERN

SwirlNotes: There’s no denying that a love for pizza is universal. In this ad for Pizza Hut, SNL vet Kristin Wiig uses her knack for playing a vast array of characters to hilariously represent every person who might want what Pizza Hut has to offer: fast, oven-hot pizza.

WHY IT MATTERS

Beyond this brilliant pick for a celebrity endorser, this ad gets to the heart of who Pizza Hut can appeal to: everyone. And while most people in our industry would say that by targeting everyone, you’re probably targeting no one, this ad does a fantastic job of letting you know that Pizza Hut’s offerings transcend age, gender and lifestyle. To top it off, this spot racked up more than 4.3 million views on YouTube in the first two days of its release, proving this ad to not only be drop dead hilarious but pretty effective too.

For the pet lovers...

SwirlNotes: Ever heard of the Ad Council’s prediabetes prevention program? We’re going to guess no, but it might be your new favorite thing. Their latest ads are full of french bulldog puppies, hedgehogs, and baby goats, and we can’t get enough. Daww.

WHY IT MATTERS

This is a full-blown awareness campaign and it works so incredibly well. For one, it catches your eye. I mean, who can turn away from puppies? Even more, it’s short and simple. Nearly 84 million people have prediabetes, and with just one minute, you can determine if you’re at risk. Hint hint: those that catch it early have a good chance of reversing it. The Ad Council makes the quiz so easy while entertaining you at the same time. Genius move, and all for a great cause. Win-win.

For those with a RBF (ya know, Resting BUYING Face)...

BROUGHT TO YOU BY GUEST SWIRLER: WILSON DOUGLAS, SENIOR ACCOUNT EXECUTIVE

SwirlNotes: You better get control of it. Walmart is looking into facial recognition software to analyze customers' expressions as they stroll down the aisle and wait in cashier lines. Walmart says that the goal is to invest in improving the experience of their current customer base vs. spending efforts on growing new customers.

WHY IT MATTERS

Besides the obvious new technology that is a bit too Big Brother-esque, this new initiative has major implications for how we understand customer behavior – and could start a ripple effect in how retailers measure and improve the customer experience. This technology raises a lot of questions about how this will affect other big brand retail experiences, middle America labor, and the growing integration of AI into marketing and business growth. As helpful as this kind of technology is to the shopping experience, it definitely walks the line of intrusiveness. Just how far are we, as shoppers, willing to go in order to get a better shopping experience?

FINAL FOOD FOR THOUGHT

Looking for a wedding dress on a budget? Add Quilted Northern to your list. Turns out toilet paper makes for a pretty great gown.