1. As a parent, I’ve long felt like the main character in the (awesome) ‘If you give a mouse a…’ book series. And this article from Huffington Post backs that theory up.

Titled “How to put a toddler to bed in 100 easy steps” this is a fairly accurate view of my nights – and most other parents, I’m sure. It’s laugh out loud funny (maybe one of the few things worthy of an actual ‘LOL’) and is definitely worth a quick read. A few of my favorites:

23: Watch your toddler try to wear a shirt like a pair of pants.
33: Your toddler will attempt to spit in the sink, but will actually spit on the counter. Clean it up.
44: Toddler will take up a sudden interest in potty training and ask to use the bathroom. It’s poop.
69: Toddler will notice that the tag end of the blanket is next to his/her face and will kick it off. Fix blanket, this time with care and precision.
99: Pray

It’s not quite as funny as Samuel L. Jackson reading the bedtime story, ‘Go the F to sleep’ but it’s still worth a read and is a good chuckle on a Friday.

Don’t worry parents, summer’s here…

2. This is a #bashtag waiting to happen. #PowerToYourMouth is Listerine’s World Cup hashtag as they attempt to become THE source for World Cup information when the games start later this month.

As the anchor of its real-time campaign the hashtag will be used to track conversation around the games. (Although I’m not sure of the relevance of the hashtag.)

Listerine has the right idea and the right medium as soccer is one of the most popular topics on Twitter. And there will be no shortage of conversation on Twitter – along with Facebook – as soccer continues to become more popular, especially with a major event like the World Cup.

In my opinion the success of this campaign will really come down to how fans view Listerine’s attempt to own the conversation. What is the benefit to them to discuss this using #PowerToYourMouth? And why follow them, as a sponsor, v. so many of the soccer reporters and analysts?

The space will definitely be crowded and owning the conversation will prove to be difficult. BUT – if it works it could change the way brands approach these major events. Traditionally with real time programming brands have tried to avoid becoming part of the story, instead reacting to the events as they unfold. In this example, Listerine is attempting to become part of the story – potentially being the story.

At any rate, now that marketing is involved soccer may actually be interesting.

3. Who knew six seconds could be so disgusting (and so fatal)? M&C Saatchi Sydney is hoping you’ll agree. Its new anti-smoking campaign for Quit, an anti-smoking charity, is launching on… Vine.

I’ve been a huge fan of Vine since it launched last year. The possibilities are endless. And here’s one that was made for Vine. Why? Because every six seconds a smoker dies. And remember – Vine is a six second video. A perfect match.

M&C Saatchi proved that you can one, use Vine to be extremely effective and two, creative strategy and direction is critical for any multimedia message – whether it’s 60 seconds or six.

The agency produced three Vines – one for each of its three target demographics: youth (don’t start); millennials (don’t conform); older smoker (never too late). They are beautifully produced, featuring close-ups of a person inhaling and exhaling. Simple. Stunning. Chilling.

You can read more and see all three for yourself here.