Fall football is finally back—and streaming services are attempting a conversion.

Tubi and Prime Video are both debuting fall campaigns today on national TV tied to fall football, while Hulu is a few weeks into its own football-connected promotional campaign. In one way or another, all of the campaigns are designed to convince fans to watch their services either for the games themselves, or once the action on the field is over.

Sports center: Tubi, the Fox-owned free streaming service, is rolling out a national campaign dubbed “Just Keep Going.” Created with agency Mischief @ No Fixed Address, it includes more than a dozen ads targeted directly to football fans, with sports analysts seemingly discussing the Cowboys, Bears, and Jets before it’s revealed that they’re actually talking about a western, a nature documentary, and an action film available on Tubi.

• The football-specific ads, inspired by the streamer’s award-winning “Interface Interruption” Super Bowl spot, are part of a larger campaign designed to meet viewers “in a contextually relevant way,” Nicole Parlapiano, Tubi’s CMO, said in a press release.

Happy dance: Meanwhile, Prime Video’s fall brand campaign and new tagline, “Find Your Happy Place,” are rolling out in tandem with the premiere of Thursday Night Football, which Prime Video has had the exclusive rights to since last year.

Continue reading here.—KS

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Google’s lawyers are familiarizing themselves with half-smokes and mambo sauce. On Tuesday, Google executives appeared in federal court in Washington, DC, to face the Department of Justice, which alleges that the company abused its power to dominate search and search advertising.

It’s the government’s biggest antitrust case since the DOJ took on Microsoft in 1998. The trial is expected to take 10 weeks.

Background: Google is…well, a verb, commanding about 90% of the search market. Google’s “search and other” category pulled in about $43 billion in revenue in Q2, most of which came from advertising. Compare that with Microsoft, whose quarterly search revenue is typically only a sliver of that.

The DOJ is arguing that the company’s use of exclusive contracts with phone manufacturers, including Apple and Samsung, as well as web browsers like Mozilla, have made it the default search engine on most devices.

Since the lawsuit was filed in 2020, “more than 5 million documents and depositions of more than 150 witnesses have been submitted to the court,” according to the New York Times.

Keep reading for some of the key points from the opening week of the trial.—RB

Each week, Marketing Brew recaps what people are talking about on social media, the trends that took over our feeds, and how marketers are responding.

Spicing it up: Dunkin’s promo for its new Munchkins drink teams up notable Dunkin’ enthusiast Ben Affleck, who appeared in the brand’s Super Bowl ad this year, with…Ice Spice. The unlikely pairing seems to be a hit, even though some are wondering whether they really were in the same room together. The most believable part of the ad? Affleck secretly running Dunkin’s strategy.

MA-ther Nature: Apple recruited Octavia Spencer to play Mother Nature in a new ad touting its carbon reduction commitments, which one person described as the latest iteration of “corporate cringe.”

VIP treatment: Duo the owl is making the rounds at all the major events, from the Barbie pink carpet to this week’s VMAs. As Kat Chan, Duolingo’s brand’s global head of social and influencer strategy, told us last month, Duo is basically an influencer himself and getting event invites left and right. What’s next, Tony the Tiger at the Tony’s? Oh, right…

Place your bid: eBay is hosting an auction with The Union Solidarity Coalition, an org founded earlier this year by writers and directors that is currently focused on helping crew members who’ve lost health insurance as a result of strike-related shutdowns. The auction’s offerings, ranging from John Lithgow painting a watercolor portrait of your dog to Lena Dunham painting a mural in your home, are certainly getting people talking.

We come to this place: Everyone wants what Nicole Kidman has, and that’s a viral AMC commercial. The marketing team behind the latest Saw movie decided to spoof Kidman’s ad by swapping in Jigsaw on a tricycle.

RIP Barbie summer: You know what they say, “When one subway ad comes down, another door opens.”—KH

There are a lot of bad marketing tips out there. These aren’t those.

Thread’s up: Meta added new Threads features—catch up here.

Must be the money: Tips on putting together a social media budget.

Look it up: A list of resources that can help with your market research efforts.

Order up, AI: ​Amazon and Panera are using conversational AI to improve the customer ordering experience. The success they’ve seen is undeniable, but is this really the future of online ordering?

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