Articles from AdWeek Advertising and branding

Online lag is pretty frustrating in its own right. But Swedish Internet provider Ume.net recently took the experience to new heights (or maybe depths?) by simulating lagtime in real life  The brand asked participants to wear an Oculus Rift virtual reality headset, which was rigged to create a lag ranging from a fraction of a second to 3 seconds. People wearing the headsets would then try to cook, play a game or take an exercise class while suffering through the disorientation of lag. The ad is split into two camera perspectives—first-person and third-person.

Kao USA has tapped Arnold in New York to handle the creative responsibilities for global brands John Frieda, Jergens, Bioré and Curél.  The Havas agency won the business following a review. Media spending was more than $38 million last year, according to Nielsen.

This Arbor Day season, Pornhub has found a new way to celebrate its committment to giving America wood. The adult site says it will plant a tree for every 100 videos watched in the site's "Big Dick" category. The "Pornhub Gives America Wood" promotion (landing page is porn-free) is part of an ongoing safe-for-work approach to marketing that has helped broaden Pornhub's buzz.

I never thought Lego would officially recognize how sharp its products are, but this ad for the Star Wars playset series does exactly that—with help from the dark side of the Force. Little Vaders, of course, have a history of advertising success, though here the Sith Lord is somewhat less charming as he ruins a father's clandestine midnight snack run.