Welcome to the latest edition of Marketer's Brief, a quick take on marketing news, moves and trends from Ad Age's reporters and editors. Send tips/suggestions to [email protected]. And to get the latest news as it happens, sign up for Ad Age newsletters here, including CMO Strategy.
What if the female characters in classic fairy tales acted with a little more gumption? Amy Poehler imagines such a world in new ads for Pure Leaf iced tea that put a female-empowered, modern twist on “The Princess and the Pea,” “Rapunzel” and “Hansel and Gretel.” The video series, called “Once Upon a No,” was created by Golin and directed by Rashida Jones, who co-starred with Poehler in “Parks and Recreation.” In Poehler’s “Rapunzel,” for instance, instead of allowing the witch to climb her hair to gain access to the tower, the lead character refuses to let her hair down in the first place. “Either build a staircase or install an elevator,” Poehler’s Rapunzel’s snarks, before cutting off her long locks in favor of a pixie cut.