• by Larissa Faw , April 1, 2019

Several brands aren't letting the abundance of fake campaigns tied to April Fools’ Day stop them from introducing legitimate campaigns.

European Wax Center (EWC) and agency Laundry Service have launched an extension to the brand's so-called Pink Tax movement.

The initiative is now offering women information and tools to combat this discrimination through social and digital content, influencer programs, as well as OOH and live events. The dedicated AxThePinkTax.com website comes with a birthday calculator so women can calculate how much the Pink Tax has cost them to date.

Mike's Hard Lemonade's three new TV and digital spots seek to convey how opening the beverage can transform an ordinary moment into an extraordinary occasion. Each of the spots, developed with Havas Chicago, feature three custom mixes of the New Julius song “Bubbly” from the Brooklyn-based music house Low Profile alongside upbeat celebrations. 

These spots coincide with the brand’s summer campaign — "The Brighter Times" — created to combat ongoing news fatigue by reminding people of the joy-spreading potential of good news. 

Although Blue Shield of California says the nonprofit has always embraced diversity and equality, its new brand campaign is designed to reflect these values in a more explicit way.

The creative, developed with BSSP, features real people with real stories addressing issues like teen vaping and LGBTQ rights. The campaign runs across major networks during prime-time, including "The Tony Awards," as well as major sports events. The media buy is supported with OOH and social. 

Golfer Tiger Woods is the first face kicking off TaylorMade's roster of golf brand ambassadors as they appear in a TV spot to demonstrate the brand's so-called Injected Twist Face driver head innovation that provides more speed off the tee.

The "Everybody Gets Faster" campaign, created with Zambezi, debuts on The Golf Channel starting today.