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Good morning,

A few weeks ago, another ad starring Sydney Sweeney sparked backlash around the world. Whatever you thought of that spot, you may have missed an interesting detail behind the camera: Sweeney played a creative role in the campaign as an equity partner in the brand, sports betting site Novig.

She’s another example of celebrities increasingly taking stakes in the brands they endorse. Today, Rebecca Stewart unpacks this trend and where it might go next.

In other news, Walmart is bolstering its streaming business with a little help from MrBeast and holiday movies, while Disney+ is getting into the Super Bowl. 

And we have more highlights from ADWEEK House: Advertising HQ, including a candid take from football legend Rob "Gronk" Gronkowski. If you’re in NYC today for Advertising Week, stop by for chats with Spotify, Coach, Samsung, Mars, and more.

Let’s get started.

1. ADWEEK Brand Advantage: Celebrity Endorsement Enters Its Equity Era, With Strings Attached

In the past few months alone, celebrities like Lily Collins and Kendall Jenner have signed on with buzzy challenger brands as both equity partners and ambassadors. It’s a shift away from the traditional celebrity endorsement deal, where stars put their faces on billboards. This newer equity-for-endorsement model could be a win-win for both the brand and celeb—but it also comes with risks. Rebecca Stewart breaks it all down in this installment of ADWEEK Advantage.

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2. Walmart Is Betting on MrBeast and Holiday Films To Fuel Its Streaming Business

Walmart-owned Vizio is bringing in major names, including YouTube star MrBeast, to its roster of content as it aims to boost opportunities for advertisers. Its WatchFree+ service will add more live and on-demand content and channels from 40 digital creators. Vizio is also getting into original, feature-length films, like the forthcoming Jingle Bells Wedding Bells.

At the same time, Walmart has been pitching advertisers on its plans to change how streaming ads are bought and measured. Mitchell Parton reports on the developments.

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3. Disney+ Gets Into Big Game, Will Stream Super Bowl 61

Disney+ will stream Super Bowl 61, joining ESPN and ABC in broadcasting the upcoming Big Game. It's the first time Disney/ABC has had the game in two decades. This is also part of Disney's plan to make Disney+ the digital centerpiece of the company, Bill Bradley reports.

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4. ADWEEK Commerce Advantage: Amazon's AI-Driven Future Leaves Some Buyers Wary of Losing Control

At Amazon's annual UnBoxed advertising event, the retail giant outlined an overhaul of its core ad platform to integrate chat-based features and AI. Amazon is pitching the revamped platform as a way for its AI to guide ad spend and strategies. However, some advertisers are wary of having agents control ad buys. Lauren Johnson unpacks this issue in her latest ADWEEK Advantage.

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5. Not This Tight End! Gronk Recalls Turning Down $4 Million Offer From Adult Website

At ADWEEK House: Advertising HQ, former NFL tight end Rob "Gronk" Gronkowski shared the wildest brand pitch he’s ever gotten. I don’t want to spoil it for you, so you’ll have to click through to find out what it was.

Plus, he got candid about how injuries led him down this path and shaped his approach to partnerships.

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• AI is pushing advertising back into the physical world, (ADWEEK).
  
  
• Why advertising will be key to shaping our AI-powered future, (ADWEEK).
  
  
• How indie agencies are setting AI guardrails to keep their cultures human, (ADWEEK).
  
  
• Jaguar ditches the pink branding to unveil its sleek new EV, (WSJ).
  
  
• JPMorgan Chase tapped Togethxr to reach women’s sports fans, (ADWEEK).
  
  
• Can America’s most glamorous department store return to its golden age? (NYT)
  
  
• Winterberry Group releases 'State of Unified Marketing Measurement' report, (PR Newswire).
  
  
• Why faster AI marketing requires stronger measurement and governance, (Brandshare from Meta).

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• Heidi Andersen joins Spotify to lead its advertising business, (LinkedIn).
  
  
• TBWAChiatDay appoints Lea Mastroberti as U.S. CEO, (release).