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In a Baffling New Ad, Equinox Urges You to Be More Like Narcissus
We all know some version of the story of Narcissus—and it doesn’t end well. Either he turned into a flower or died by suicide after falling into a deep obsession with his own reflection. But in a new ad, Equinox has reimagined the mythological egomaniac as an icon for its upscale fitness club. Droga5 created and Floria Sigismondi directed the tongue-in-cheek spot, which features a woman standing in front of a painting of the self-obsessed figure, describing his plight to a group of rapt schoolchildren in a museum. In this version, self worship turned Narcissus “into a gift not just for him to treasure, but a gift that brought the whole world pleasure,” says the woman. Therefore, she asks, is self obsession not the most selfless act of all? She and the children begin a jerky dance to close out the spot, but it remains unclear who the ad was meant to be targeting.
The TV Industry’s 5 Biggest Questions Going Into the 2020 TCA Winter Press Tour
Adweek’s TV editor Jason Lynch is headed to the Television Critics Association’s winter press tour in Pasadena, Calif., this week, where he’ll take in screenings, receptions and sessions with top television industry executives. Ahead of the tour, he rounded up the five biggest questions the industry is facing heading into the event (as well as the new year). The topics on the list are ones that have dominated discussion in the industry over the past few months: The impending arrivals of HBO Max and Peacock, WarnerMedia and NBC’s streaming services, the newly-merged CBS and Viacom and Apple TV+’s underwhelming launch, among others.
Eastern Airlines Is Back (Again) With a New Strategy and Rebrand
Remember Eastern Airlines? The company was one of the major players in the American skies until 1991, when it folded. It’s set to make its return this month, this time, instead of serving a domestic audience, the airline is focused on long-haul flights to little-served international destinations, including Guayaquil, Ecuador and Georgetown, Guyana. Steve Harfst, Eastern’s president and CEO, told Adweek reporter Ryan Barwick that Eastern is looking to fill a hole that today’s major American carriers have left in the market. “As we look at the world, we see a fairly significant opportunity as the aviation industry is consolidated,” said Harfst. “Big airlines with big airplanes need a lot of utilization to feed the aircraft—that leaves a lot of secondary markets without nonstop service.”
Whether Eastern’s new life will be successful still remains to be seen: Just four years ago, an Eastern reboot as an airline connecting Miami to Havana, Cuba and other Latin American destinations, failed to take off with passengers.
CES 2020 Kicks Off With an Unlikely Participant: Apple
After two days of media preview, CES 2020 officially kicks off today in Las Vegas. Adweek’s Sara Jerde is on the ground at the world’s largest tech show (alongside Ryan Barwick and Nick Gardner), where Apple is making waves as one of the most surprising additions to the CES official programming this year. The tech giant generally opts out of the event, put on by the Consumer Technology Association, preferring to make its big announcements on its own. But this year, Apple’s senior director of global privacy, Jane Horvath, is scheduled to appear onstage Tuesday afternoon as part of a panel discussion tackling consumer privacy, alongside Erin Egan, Facebook’s vice president of public policy and chief privacy officer for policy, and Rebecca Slaughter, commissioner for the Federal Trade Commission.