Creative
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Deep Dive
6 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 -
Deep Dive
Why 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 -
Coke’s Summer Olympics campaign celebrates unifying power of hugs
A new commercial and can designs that encourage people to embrace, even in rivalry, arrive at a particularly tense global political moment.
By Peter Adams • July 10, 2024 -
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 -
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 -
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 -
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 -
BIC gears up for Olympics, back-to-school with celeb-focused efforts
The brand reteams with Snoop Dogg and Martha Stewart and enlists Charlie Puth for efforts timed to major periods for ads and sales.
By Chris Kelly • July 8, 2024 -
Kind brings lighter touch to healthy snack marketing in brand refresh
New CMO Osher Hoberman said a prior purpose-led marketing strategy was too fragmented to align with the commercial opportunity.
By Peter Adams • Updated July 8, 2024 -
Dove CMO who built brand’s purpose marketing bona fides departs
Alessandro Manfredi is leaving Unilever after over two decades as the type of purpose-driven marketing he helped define is increasingly challenged.
By Peter Adams • July 3, 2024 -
Hasbro’s early adoption of Prime Video ads helps reel in new buyers
Successful campaigns for Peppa Pig and Play-Doh lend credence to Amazon’s bigger pitch around its upper-funnel advertising capabilities.
By Peter Adams • July 3, 2024 -
McDonald’s links with anime series for app-exclusive sauce
The chain’s collaboration with “Jujutsu Kaisen” to launch its Special Grade Garlic Sauce also includes a tie-up with anime streaming service Crunchyroll.
By Jessica Deyo • July 3, 2024 -
Hoka’s latest avian-themed ads look to shore up favor among runners
New ads from Anomaly spotlight runners of all levels of intensity in the French Alps, where the disruptor brand was founded.
By Peter Adams • July 2, 2024 -
Philadelphia cream cheese spreads original song across streaming, TikTok
The Kraft Heinz brand prepares for the Fourth of July with a radio-ready jingle, “Land of the Cream Cheese,” by rising country star Travis Yee.
By Chris Kelly • July 2, 2024 -
Motorola walks the runway with entirely AI-generated campaign
To promote new folding smartphones powered by artificial intelligence, the firm used different tools to create phone-inspired fashions for virtual models.
By Chris Kelly • July 1, 2024 -
Deep Dive
Calvin Klein’s Jeremy Allen White ads turned heads, but the biggest impact may be to the brand’s image
“The Bear” star’s images generated $74 million in media impact value amid a years-long effort by holding company PVH to make the line more desirable.
By Laurel Deppen • June 27, 2024 -
Coors Light will bury its latest Patrick Mahomes ad in a time capsule
The latest video and stunt from the Molson Coors flagship toys with NFL rules about players promoting beer.
By Chris Kelly • June 26, 2024 -
Toys R Us creates first brand film to use OpenAI’s text-to-video tool
The toy brand’s production arm partnered with agency Native Foreign to quickly create a film using Sora, which is only available to alpha testers.
By Chris Kelly • June 25, 2024 -
Chili’s arcade-inspired video game slams rising fast food prices
Inspired by the cult classic BurgerTime, the game is meant to drive loyalty program sign-ups and serve as an outlet to vent frustration.
By Peter Adams • June 25, 2024 -
WPP promises brands ‘exponentially more content’ with AI Production Studio
Ford and L’Oréal piloted the tool for quickly creating text, image and video assets with the aid of cutting-edge Nvidia technology.
By Peter Adams • June 24, 2024 -
PepsiCo experiments with Smart Cans, AI tech to improve personalization
At Cannes Lions, the marketer showed off a new AI Hydration Coach for Gatorade and connected device for Pepsi inspired by its can shape.
By Peter Adams • June 24, 2024 -
Column
Campaign 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 -
How Carl’s Jr. is driving in-store visits with AI-fueled CTV advertising
The QSR paired contextual targeting data with IRIS.TV’s private marketplace to engage young men with shared interests like anime and gaming.
By Aaron Baar • June 21, 2024 -
Macy’s kicks off summer with first campaign under new CMO
Developed with agency Mono, the effort is the retailer’s first big campaign since Sharon Otterman joined as chief marketer six months ago.
By Sara Karlovitch • June 21, 2024 -
Michelob Ultra goes for Copa América gold with biggest summer program ever
The AB InBev brand’s “Summer of Team USA” push includes a new TV commercial, on-site activations and a merch partnership with Puma.
By Sara Karlovitch • June 18, 2024