Creative
-
Courtesy of Carter's
Q&AHow Carter’s is pitching kids’ clothes to new Gen Z parents
CMO Jeff Jenkins details the insights and strategy that drove “More Than Just Cute,” the apparel brand’s first work with agency Mischief.
By Chris Kelly • Aug. 1, 2024 -
Courtesy of NBCUniversal
NBCUniversal tops Olympics record as ad sales surpass $1.2B
Over 70% of advertisers are new to the Olympics, with nearly $500 million in revenue coming from first-time sponsors, as brands engage global audiences.
By Peter Adams • July 31, 2024 -
Courtesy of Shapermint
How Shapermint’s proprietary AI ad tool is fueling profits
CMO Massimiliano Tirocchi explained how the shapewear retailer’s Altair ad tool has helped it streamline content production and gain new customers.
By Christine Blank • July 31, 2024 -
Courtesy of Stouffer’s
Stouffer’s tackles meal-planning anxiety with ads dispelling ‘dinner dread’
Strategic billboard buys and print ads masking as placements for other products like jewelry seek to catch hungry consumers off guard.
By Peter Adams • July 30, 2024 -
Courtesy of E.l.f. Beauty
E.l.f. gets in on ‘hot girl walk’ TikTok trend in time for Olympics
To boost its position as an entertainment brand, the cosmetics company parodied sports broadcasts in a video featuring Olympian Gabby Douglas.
By Sara Karlovitch • July 29, 2024 -
Courtesy of Hyundai Motor America
Why Hyundai shifted gears for more emotional Summer Olympics ads
CMO Angela Zepeda explained the change in tone and why the brand’s vehicles are taking a back seat for the occasion.
By Peter Adams • July 26, 2024 -
Courtesy of Palo Alto Networks
ColumnCampaign Trail: Palo Alto Networks equips Keanu Reeves with AI-powered weapons
The cybersecurity firm recruited a Hollywood team to prove that B2B marketing doesn't have to mean “business-to-boring.”
By Chris Kelly • July 26, 2024 -
Courtesy of Vitaminwater
Vitaminwater returns to its New York roots in Spike Lee-directed ads
In an effort by WPP’s Open X, a local angle stands in contrast to the Coca-Cola-owned brand’s last major campaign, which focused on Lil Nas X.
By Peter Adams • July 25, 2024 -
Courtesy of American Eagle
Inside American Eagle’s ‘Live Your Life’ brand platform and fall campaign
CMO Craig Brommers explains how efforts like a social-focused tie-up with Life on Film to capture disposable camera footage are meant to reach Gen Z.
By Jessica Deyo • July 25, 2024 -
Courtesy of NBCUniversal
How Coca-Cola, Delta are ‘Olympicizing’ campaigns with NBCUniversal
As total ad sales for the games surpass $1.2 billion, six major marketers will sponsor a commercial-free hour during the opening ceremony.
By Chris Kelly • July 24, 2024 -
Courtesy of Best Buy
Best Buy refreshes brand with new tagline and ‘spokeshologram’
The retailer is leaning into discovery for an effort that includes a new color palette and series of back-to-school ads featuring brand character Gram.
By Jessica Deyo • July 23, 2024 -
Permission granted by Nike
Nike kicks off marketing comeback with gritty Olympics ads
Wieden + Kennedy Portland created spots probing qualities that motivate sporting greats like an obsession with power and an inability to be satisfied.
By Peter Adams • July 22, 2024 -
Courtesy of Maximum Effort
How Heinz, Heineken and other brands got their claws into ‘Deadpool & Wolverine’
Maximum Effort’s George Dewey explains how the agency approaches brand partnerships and why the film series is not “ashamed” of advertising.
By Chris Kelly • July 22, 2024 -
Courtesy of Boost Mobile
Boost Mobile challenges telecom’s big 3 with brand repositioning, campaign
The wireless carrier is unifying its prepaid and postpaid services under a single brand name and marking the effort with a new look and comedic ads.
By Aaron Baar • July 18, 2024 -
Courtesy of Kraft Heinz
Heinz swaps ‘Deadpool & Wolverine’ for condiments in meta movie tie-in
The color of the superheroes’ outfits inspired a campaign that includes fourth-wall-breaking ads and collectibles for decorating condiment bottles.
By Sara Karlovitch • July 17, 2024 -
Courtesy of Audible
Audible brings storybooks to life with innovative global AR campaign
The out-of-home ads leverage GroupM’s WinDOOH technology to transport consumers to fantastical worlds without the use of a mobile device.
By Jessica Deyo • July 17, 2024 -
Courtesy of Mountain Dew
Why Mountain Dew introduced the Mountain Dude to refresh ‘Do The Dew’
Crafted by Goodby Silverstein & Partners, a new campaign features a stylish brand character and a call for consumers to get off their… donkeys.
By Chris Kelly • Updated July 15, 2024 -
Courtesy of Citroën
ColumnCampaign Trail: Citroën’s revolution liberates electric vehicles from elites
The Stellantis automaker updated the French Revolution with an anachronistic spot from agency BETC that recalls Sofia Coppola’s “Marie Antoinette.”
By Chris Kelly • July 12, 2024 -
Courtesy of CeraVe
Deep Dive6 campaigns that signaled a creative resurgence in H1 2024
As marketers emerged from two strenuous years, innovative media strategies and bets on buzzy technology like generative AI stood apart from the pack.
By Peter Adams , Jessica Deyo • July 10, 2024 -
Courtesy of Ocean Spray
Deep DiveWhy marketers keep refreshing brands instead of betting on splashy ads
The widespread appetite for brand building is evident in how rebrands continue to proliferate alongside an advertising upswing.
By Chris Kelly • July 10, 2024 -
Courtesy of Coca-Cola
Coke’s Summer Olympics campaign celebrates unifying power of hugs
“It’s Magic When the World Comes Together” encourages people to embrace, even in rivalry, and was developed over 18 months with WPP Open X.
By Peter Adams • July 10, 2024 -
Courtesy of Etsy
Etsy addresses anxiety over AI, mass manufacturing with new brand mission
Real Etsy sellers are highlighted in ads that complement policy changes that aim to more strongly enforce a human touch on product listings.
By Peter Adams • July 9, 2024 -
Courtesy of Taco Bell
Taco Bell opens ‘early retirement’ community in latest experiential play
Available exclusively for rewards members, The Cantinas offers senior-inspired recreation and recalls the brand’s groundbreaking pop-up hotel.
By Chris Kelly • July 9, 2024 -
Courtesy of Häagen-Dazs
Häagen-Dazs taps indie Nice&Frank as creative AOR, plots Super Bowl debut
The ice cream brand positioned the big-game buy as the next step of a “That’s Dazs” campaign that is a key part of its outreach to young consumers.
By Peter Adams • July 8, 2024 -
Courtesy of Tito's
Tito’s research-backed campaign showcases the joys of staycations
While other spirit brands focus on tropical getaways, Tito’s is embracing the many positives of being at home.
By Sara Karlovitch • July 8, 2024
