Not Suitable for Work might be the new kid on the Hulu block, but it’s already one of the most popular on the brand partner playground.

The comedy series created by Mindy Kaling follows a group of five early-career Gen-Zers living in New York City’s Murray Hill, striving for professional success while figuring out their personal lives. The show, part of what Hulu has dubbed its “freshman class” portfolio, is an original show arriving in an era where reboots and sequels reign supreme—and yet, Not Suitable for Work sold out its sponsorship slate with 13 brand partners ahead of its June 2 premiere, with five of those being in-show integrations—the most Hulu has ever seen for a first-year show.

• Included among the five in-show integrations are Amazon Prime, Canva, and Ally Bank. Amazon Prime is woven throughout the story, with characters discussing it as part of a plotline and later showing on screen when a character uses their Prime membership.
• Canva and Ally, meanwhile, are used as tools in individual scenes of the first season.

“We’re seeing the engagement from our viewers, but we’re also seeing it from brands who want in,” John Campbell, SVP of entertainment and streaming solutions at Disney Advertising, told us. “They want to place their bets with us from the very beginning.”

Continue reading here.—JN

How do you quantify a life?

Etsy’s new campaign, “Celebrate Being Human,” takes a crack at it through numbers: “We get about 26,826 days. Seventy-six summers. We’ll have around 12 jobs. Ten fresh starts. Six best friends. Four best dog friends. All in, about 15 great loves. Three broken hearts. Five broken leases. 1,205 firsts. 2.5 billion heartbeats.”

The ad, a 60-second anthem spot created by creative shop Orchard, showcases moments that might matter for someone—and the objects, which can of course be purchased on Etsy, that might make that person reconnect with some of those special times.

Brad Minor, Etsy’s CMO, told us the campaign is aimed at connecting with audiences that might be less focused on traditional life milestones than on the specific-to-them moments.

“The numbers make something abstract feel tangible and help surface the idea that a life is made up of both big milestones and small, defining moments in between,” Minor told us in an email. “That framing also connects to how people are thinking today. There’s less focus on traditional milestone paths and more emphasis on personally defined moments of meaning.”

Throughout the spot, directed by Jess Kohl, some less-than-traditional celebrations are featured with merchandise—a one-year sobriety chip or an “officially divorced” sweatshirt. Those are the kinds of items that someone might find on an artist marketplace like Etsy.

“A lot of e-commerce is optimized around convenience and speed,” Minor said. “Etsy is different in that many purchases are tied to memory, identity, or a specific moment in time.”

Read more here.—KM

We can already sense it. The feeling of gentle waves rocking the side of a yacht. The refreshing taste of a crisp spritz. The roar of around 13,000 members of the ad industry traipsing around the Croisette.

Are you sweating yet? We are once again packing our bags for Cannes Lions and preparing for the merciless (and oh-so-irresistible) sunshine in the South of France. Marketing Brew editor Kelsey Sutton and reporter Jennimai Nguyen will be on the ground at the international festival of creativity, where we’ll be talking candidly with execs from some of the most interesting brands and agencies about their biggest opportunities and challenges, as well as what’s keeping everyone in the business up at night. We’ve heard there’s something about the salty seaside air that just loosens everyone up—and that’s where the real insights come from.

We’ll share our conversations and takeaways here in the newsletter, as well as on our site, with full video interviews publishing on LinkedIn and special coverage appearing on our Instagram page. We’ll also be recording two episodes of Marketing Brew Weekly from Cannes, one to kick the week off and one live taping at the end of the week, where we’ll share our biggest takeaways from our conversations at the festival.

We’re excited to have you follow along. If you’re attending, please shoot us a note or say hi in person, especially at our live taping on Thursday from FQ Beach! (And if you’re not, hopefully we’ll see you in September at the Marketing Brew Summit?) Either way, you can catch us practicing our French on Duolingo.—KS, JN

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• Senior Digital Marketing Manager - Clumio at Commvault
• Email & Lifecycle Marketing Manager at Procaps Labs
• Website Merchandising Manager at Procaps Labs
• Director of E-Commerce (DTC & Digital Growth) at Procaps Labs
• Marketing Project Coordinator at Burke Williams

Stories we’re jealous of.

• Bloomberg wrote about the latest viral food trend: butter-dipped desserts.
• The Wall Street Journal dug into why Procter & Gamble is hopping on the short-form video series trend.
• Business Insider wrote about how CMOs are getting more responsibilities—but not necessarily the autonomy to execute.