Welcome to Ad Age's Wake-Up Call, our daily roundup of advertising, marketing, media and digital-related news. What people are talking about today: Hulu became the first streaming service to win an Emmy for best drama, with "The Handmaid's Tale," though Netflix has spent more on original content. Other big winners were HBO's "Big Little Lies" and NBC's "Saturday Night Live." Host Stephen Colbert jabbed at President Trump, and former White House spokesman Sean Spicer made a self-mocking cameo, though a lot of people found they couldn't join in the laugh.
For broadcast TV, there was a big disappointment. Though NBC's breakout hit "This Is Us" won for outstanding lead actor in a drama and guest actor, it lost out on the main prize and other categories. The takeaway for marketers watching the ceremony, yet again, is about how much award-winning content is on cable and streaming sites. And that's a big issue, as Ad Age's Jeanine Poggi tweeted during the ceremony:
Once again, we're left asking as more award-winning content is on platforms w/few or no commercials, where will marketers advertise? #Emmys— Ad Age (@adage) September 18, 2017
Also: If you've been wondering what all those mysterious "Netflix is a joke" ads were about, the company delivered the punch line during the Emmys, as Poggi writes.
Coke's new approach
The Coca-Cola Co. still gets 70% of its global business from carbonated beverages, though times are changing, and a lot of consumers want healthier options. As Ad Age's E.J. Schultz reports, Coca-Cola has a new corporate branding campaign out, and the focus is definitely not on cola. A U.S. TV spot that aired on NBC's "Sunday Night Football" says the company makes "more than our name suggests," showing brands including Honest Tea, Odwalla juice and Smartwater. There are plenty of nature shots, and one of the people spotlighted is a hydrologist who works on water sustainability for the company. The strategy seems to line up with something the company's new CEO James Quincey has said: "The company needs to be bigger than our core brand."
Rolling Stone is going up for sale
Rolling Stone is celebrating its 50th anniversary this year. It's also going up for sale. Jann S. Wenner, who founded the magazine in 1967 when he was 21 years old, wants to sell his company's controlling stake, as The New York Times reports. Wenner and his son, Gus Wenner, hope to stay on after the sale. The Times writes that the decision to sell "underscores how inhospitable the media landscape has become as print advertising and circulation have dried up." True. But we're still grasping for something to explain the extreme weirdness of the last week, with so many top magazine figures departing their publications (Vanity Fair, Time, Elle and Glamour) within days of each other. Was there something in the water?
Hateful ad-targeting options
Since ProPublica broke the news that it was possible to target Facebook ads at categories including "Jew Haters," reporters have jumped in to test other big publishers and other appalling keywords. Buzzfeed, for example, was able to run a campaign on Google targeted at the keyword "Black People Ruin Neighborhoods." Tech giants have been playing a game of whack-a-mole, stamping out offensive ad-targeting possibilities as soon as reporters find them. Quartz has a guide to "All of the anti-Semitic, racist, and xenophobic ad-targeting options offered by Big Tech." Would brands actually use any of those offensive targeting options? Ad Age's Garett Sloane takes a look, and he discovers that "advertisers aren't all that interested in deliberately reaching anti-Semites."
Selling beer and opportunities: A new ad campaign from AB Inbev tells Mexicans that it's not worth trying to cross the border to live as undocumented workers in the U.S., as Ad Age's Laurel Wentz reports. The company suggests an alternative: staying in Mexico to run its beer stores.
The 88: Havas bought social media and digital shop The 88, Ad Age's Lindsey Stein writes. The 88's founder and CCO, Harry Bernstein, is now chief creative officer of the New York office.
Crisis management: What's it like getting caught up in a massive corporate P.R. crisis in the era of social media outrage? A New York Times reporter does a practice exercise at a consulting company.
Junk food: "How Big Business Got Brazil Hooked on Junk Food," by The New York Times, offers a critical look at how packaged food companies are expanding into markets where there's still big growth potential. It focuses in on Nestle, which has thousands of door-to-door vendors in Brazil.
Creativity of the day: Maya Rudolph speaks a made-up-language in this unusual 13-minute film from Kenzo, directed by "Orange Is the New Black" actress Natasha Lyonne. Watch it here, and read more by Creativity Online's Chen Wu.