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Rufus the Dog’s Tech Adventure; Satan and 2020 Discuss Their Relationship: Friday’s First Things First

Welcome to First Things First, Adweek’s daily resource for marketers. We’ll be publishing the content to First Things First on Adweek.com each morning (like this post), but if you prefer that it come straight to your inbox, you can sign up for the email here.

Microsoft introduced a charming dog character named Rufus, who yearns to play with his dog friend from across the street while his humans are busy gaming, video conferencing and more. So while Rufus sleeps, he dreams that he’s setting out on a grand digital adventure with his friend, soaring through the skies, playing fetch in Halo, swimming in Minecraft and video conferencing with his other canine pals. The spot aims to showcase the ways Microsoft’s products keep people connected in quarantine.

Watch the ad, and revisit the company’s 2019 holiday ad in which a girl converses with reindeer.

Need more wholesome holiday goodness? This Toyota

ADVENTURE

Meet the athletes who removed the mysterious structure

8 months ago

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A three-sided metal column discovered embedded in Utah’s remote Red Rock Country has reportedly vanished without a trace.

USA TODAY

Two adventure athletes who advocate a “Leave No Trace” philosophy towards nature, have stepped forward to say they were part of the team who removed the Utah monolith – the celebrated structure discovered in a remote, southeast section of the state.

Utah residents Andy Lewis and Sylvan Christensen posted a 23-second video showing the 10-foot metal structure, once embedded into the rock, being dismantled, loaded onto a wheel barrow and carried away at night.

Lewis, a 34-year-old BASE jumping guide, posted the video to his YouTube account, Mr. Slackline, saying the group removed the monolith the night of Nov. 27. Lewis confirmed to the Salt Lake City Tribune that he had posted the video.

Adventure guide Christensen posted the video to his TikTok account Tuesday, The participants’ faces are

ADVENTURE

Best Winter Tents 2021 | 4-Season Tent Reviews

8 months ago

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Winter camping isn’t for the faint of heart. You’re likely to encounter freezing temperatures, chilling gusts of high winds, and potentially some fresh powder. But it’s a great way to drop crowds, find remote slopes for carving lines, or beat cabin fever (and in 2020, we could all use more of that). Before you head out, you’ll want to pack the right gear that can contend with the elements.

Winter tents are designed to stay warmer than their three-season counterparts and withstand snow loads, high winds, and white-out conditions. We found six great options for basecamp and up in the alpine.

Read about four quality winter tents below, then keep scrolling for helpful buying advice and full reviews of these and other top-performing models.

Expert Pick

Mountain Hardwear Trango 4

This double-wall, expedition-ready tent is equipped for winter’s worst.

Expert Pick

Black Diamond Eldorado

For summit pushes, the single-wall Eldorado

ADVENTURE

Auditing of adventure activities could be in for a shakeup – but some label it ‘butt-covering’

8 months ago

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The adventure activity industry admits the audit system is not perfect, but it is worried a safety review could turn into a costly bureaucratic “butt covering” exercise.

There is a call for the Government to help cover the cost of safety audits as a way of improving standards and ensuring small operators can afford to remain in business.

The Ministry of Business Innovation and Employment launched the review in response to the Whakaari White Island volcanic eruption that left 22 people dead and this week saw 13 parties, including tour operators and two government agencies, charged for breaching Health and Safety legislation.

Auditing will come under scrutiny and industry sources suggest some operators not previously on the adventure activity register may have to join and meet tougher safety standards.

READ MORE:
* Adventure tourism regs under review again, what about WorkSafe’s role?
* Whakatane battles double whammy of volcanic eruption

ADVENTURE

Family fun on our dog-sledding adventure in the forests of New Hampshire

8 months ago

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A couple of the dogs are shy or wary, but most are lovable, attention-seeking showboats. They jump atop their houses and excitedly parade about the roofs, or stretch their leashes to lean in closer to us — panhandling pooches begging for scritches. For the dog-averse, this scene could easily be a nightmare. But we happily zig-zag between the doghouses, stroking their scruffy fur, doling out sweet talk, and soaking up the puppy love. It helps that our 7-year-old, a budding naturalist, has a limitless capacity for petting furry creatures.

We’re warned about Moo, named for his Holstein-style black-and-white coat, who has earned a reputation as a charming but mischievous mitten thief. Sure enough, as my wife, Gina, bends to pet him, Moo furtively tugs off her glove — like a magician doing a sleight of hand — and nonchalantly starts to nibble it while still basking in her affections. One

ADVENTURE

Wallaroo escaped from its owner and led IL cops on a chase

8 months ago

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A wallaroo that escaped from its owner gave a small Illinois town and its police department something to cheer about Tuesday.

Wally the wallaroo, a native Australian animal whose size is between that of a kangaroo and a wallaby, got loose from his home in Peru, Illinois, around 1 p.m.

“It was normal, just letting him outside,” owner Nathan Drewel told the News Tribune. “He had his harness and there was one strap that was too loose on him and he got off it and took off. This was the first time.”

Police, firefighters and “many good citizens and city employees” tracked Wally throughout the town of about 10,000 people in the afternoon, the police department wrote on Facebook.

Peru Police Chief Douglas Bernabei said the biggest concern was that Wally would run into traffic, WLS reported.

“We cannot allow this animal to get hit by a car, we just

ADVENTURE

Auditing of adventure activities could be in for a shakeup

8 months ago

[email protected]_84

The adventure activity industry admits the audit system is not perfect, but it is worried a safety review could turn into a costly bureaucratic “butt covering” exercise.

There is a call for the Government to help cover the cost of safety audits as a way of improving standards and ensuring small operators can afford to remain in business.

Auditing will come under scrutiny and industry sources suggest some operators not previously on the adventure activity register may have to join and meet tougher safety standards.

READ MORE:
* Adventure tourism regs under review again, what about WorkSafe’s role?
* Whakatane battles double whammy of volcanic eruption

ADVENTURE

The Pathless review: An epic adventure game to help you escape everything

8 months ago

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The Pathless is an atmospheric puzzle game with a satisfying, immersive narrative.

The Pathless

After over a year of waiting to play The Pathless — the epic mythic adventure game for the PS5 and Apple Arcade from Annapurna Interactive and Giant Squid — the game absolutely lived up to the hype. I’d been waiting for so long to play it that on launch day, I sank an easy three hours into it, and continued playing for a few minutes here and there when I had time.

In The Pathless, you play as the last Hunter, a veiled young woman with archery skills tasked with traveling to a mysterious, cursed island inhabited by corrupt spirits. Alongside an eagle companion you must defeat the evil to bring back the light. This task is just as big as it sounds.

The game itself is relatively short if you rush from boss battle to

ADVENTURE

The Pathless review: An epic adventure game to help you escape quarantine

8 months ago

[email protected]_84

The Pathless is an atmospheric puzzle game with a satisfying, immersive narrative.

The Pathless

The game itself is relatively short if you rush from boss battle to

ADVENTURE

Choose your own adventure: Art Museum interns design scavenger hunt

8 months ago

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By Jennifer Micale

December 03, 2020

Like breadcrumbs, each clue — a rhyme, a snippet of a colorful image — led seekers further down a winding path.

The final destination: the Binghamton University Art Museum, a treasure trove of incredible art and the home of fun prizes, courtesy of its first-ever scavenger hunt.

The art adventure was organized this fall by a pair of museum interns: senior English major Samantha Marsh and sophomore psychology major Albert Zhang, who were drawn to the internship by a mutual love of museums.

With an art history minor, Marsh enjoyed the different events hosted by the Art Museum in previous semesters — last year’s reading and talk by poet Fred Moten particularly stood out — and jumped at the opportunity to help. Zhang, on the other hand, was originally a student in the School of Management when he toured the museum in one of

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