Campaign Trail
Campaign Trail is Marketing Dive's look at some of the best new creative efforts from the marketing world.
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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 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 Coca-Cola
ColumnCampaign Trail: Coca-Cola spills soda to focus on moments of connection
David Miami took the attention off the iconic brand entirely and gave it to true-to-life human interactions in the latest iteration of the “Real Magic” platform.
By Chris Kelly • June 21, 2024 -
Courtesy of Crayola
ColumnCampaign Trail: Crayola reunites adults with childhood art to spur creativity
In partnership with Dentsu Creative, the effort features a tear-jerking short film that shows the power of creative self-expression across generations.
By Chris Kelly • June 7, 2024 -
Courtesy of Essentia Water
ColumnCampaign Trail: Essentia plays H.O.R.S.E. on a horse with Jimmy Butler
To launch its flavored-but-functional Hydroboost line, the Nestlé marketer teamed with Droga5 and an unorthodox NBA star.
By Chris Kelly • May 24, 2024 -
Courtesy of Bacardí
ColumnCampaign Trail: Bacardí drinks from fountain of youth with Camila Cabello
Made with BBDO New York, the rum brand’s latest “Do What Moves You” spot literalizes how sound moves everyone and everything.
By Chris Kelly • May 10, 2024 -
Courtesy of Sheetz
ColumnCampaign Trail: Sheetz encourages fans to unleash their inner Freakz
Consumer ids come to life as red plushies in ads from Red Tettemer O’Connell + Partners that marry value propositions and human truths.
By Chris Kelly • April 26, 2024 -
Courtesy of StreetEasy
ColumnCampaign Trail: StreetEasy illustrates house-hunting odyssey as Renaissance art
Created with Mother New York, “Let The Journey Begin” imagines the steps of buying a home in New York City in the style of Renaissance frescoes.
By Chris Kelly • April 12, 2024 -
Courtesy of Skims
ColumnCampaign Trail: Skims clones Kim Kardashian for first TV push
Created with Wieden + Kennedy, the cinematic effort looks to launch the shapewear brand for a national audience with a bold but playful story.
By Chris Kelly • March 29, 2024 -
Courtesy of Manscaped
ColumnCampaign Trail: Manscaped envisions ‘the boys’ as mini-mes in branding push
The male grooming brand known for raunchy innuendo leans on Pereira O’Dell and a striking visual metaphor as it reaches beyond performance marketing.
By Chris Kelly • March 15, 2024 -
Courtesy of Kayak
ColumnCampaign Trail: Kayak shows limits of DIY with absurd, AI-powered ads
Despite using AI at nearly every stage of the creative process, Supernatural’s Paul Caiozzo says, “AI is not magic — it's just people using different tools.”
By Chris Kelly • March 1, 2024 -
Courtesy of CeraVe
ColumnCampaign Trail: CeraVe got weird with Michael Cera to win the Super Bowl
Led by Ogilvy PR North America, the social- and influencer-focused campaign used earned media to amplify the brand’s first big game ad.
By Chris Kelly • Feb. 16, 2024 -
Courtesy of Teleflora
ColumnCampaign Trail: Teleflora tells real stories to overcome love cynicism
The floral delivery service and the in-house agency at parent The Wonderful Company used a documentary approach to prove that romance isn't dead.
By Chris Kelly • Feb. 2, 2024 -
Retrieved from Dr. Squatch on January 18, 2024
ColumnCampaign Trail: Dr. Squatch uses hypnosis to inspire ‘Big Bricc Energy’
The digitally native men’s grooming brand goes beyond raunchy puns to address men's mental health through hypnotic videos.
By Chris Kelly • Jan. 19, 2024 -
Dec 28, 2023; Orlando, FL, USA; Pop Tart mascot signals the end of the celebration after the game at Camping World Stadium. Mandatory Credit: Jeremy Reper-USA TODAY Sports
ColumnCampaign Trail: Pop-Tarts’ edible mascot made ‘ultimate sacrifice’ to win bowl season
The Kellanova brand dominated social media with a game-day activation that embraced dark, weird humor.
By Chris Kelly • Jan. 5, 2024 -
Courtesy of Campbell Soup Company
ColumnCampaign Trail: Snyder’s pretzels save gingerbread people from houses made of themselves
The effort includes a PSA-style spot for YouTube and social video that riffs on a macabre observation about a longstanding holiday tradition.
By Chris Kelly • Dec. 15, 2023 -
Courtesy of Steak-umm
ColumnCampaign Trail: How Steak-umm deepfaked real vegans into meat eaters
Created with agency Tombras, “DeepSteaks” arrives as generative AI makes it even easier for bad actors to manipulate peoples’ likenesses.
By Chris Kelly • Dec. 1, 2023 -
Courtesy of Postmates
ColumnCampaign Trail: Postmates animates food-fueled fever dreams
Created by Mother in LA, “This Is Your Brain on Food” uses different illustrators to visualize the emotions created by BBQ, boba tea and beyond.
By Chris Kelly • Nov. 10, 2023 -
Courtesy of Pom Wonderful
ColumnCampaign Trail: Pom Wonderful transforms free radicals into monsters
An effort from in-house shop Wonderful Agency timed to spooky season pits the brand’s signature juice against vampires, ghosts and aliens.
By Chris Kelly • Oct. 27, 2023 -
Courtesy of Intuit Mailchimp
ColumnCampaign Trail: Mailchimp has a ball turning ‘clustomers’ into customers
In-house agency Wink Creative used generative AI to come up with a “circus act” production that shows how the brand wants to be Coinstar for marketers.
By Chris Kelly • Oct. 13, 2023 -
Courtesy of Hi-Chew
ColumnCampaign Trail: Hi-Chew imagines a fruit-full world with Gen Z in mind
Crafted with creative agency Gigasavvy, the cult-favorite candy brand's new spot asks young consumers to "Choose Different. Choose Fun."
By Chris Kelly • Sept. 29, 2023 -
Courtesy of Samsung
ColumnCampaign Trail: Samsung unleashes interns on a tablet in metatextual ad
Instead of the usual spec-focused spot, BBH USA parodied the creative process to promote the Galaxy Tab S9 Series.
By Chris Kelly • Sept. 15, 2023 -
Courtesy of Tractor Beverage Company
ColumnCampaign Trail: Tractor escapes soda dystopia through hand-drawn animation
The organic beverage company tapped an agency created for progressive challenger brands and crafted a fully realized world to take on industry giants.
By Chris Kelly • Sept. 1, 2023 -
Courtesy of Adidas
ColumnCampaign Trail: Adidas takes football off the pitch to elevate female stars
Created in collaboration with several TBWA shops, “Play Until They Can’t Look Away” celebrates the players helping to bring full equality to the game.
By Chris Kelly • Aug. 18, 2023 -
Courtesy of CSAA Insurance Group
ColumnCampaign Trail: CSAA Insurance unites boy band vets as ‘Boys No More’
Deloitte Digital and Heavy Duty Projects brought together pop culture icons for a pitch-perfect song and video that tap into nostalgia.
By Chris Kelly • Aug. 4, 2023
