The Latest
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Deep Dive
Just did it: Women-focused Super Bowl LIX ads score as other marketers falter
Nike’s first big game ad in 27 years and other purpose-driven spots won the night, while ads built on celebrities, humor and politics had an uneven showing.
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Column
Sociable: Reddit posts solid Q4 revenue growth
Revenue grew 71% year over year, mostly driven by expansion of the platform's ad business.
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Califia Farms drops purpose-driven ‘Green Album’ to boost plants, people
The plant-based beverage brand teamed with actor Chris O’Dowd for a collection of positive affirmations and its latest campaign.
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Adidas tackles sports sideline pressures with ‘You Got This’ campaign
An effort launching just days after rival Nike’s splashy Super Bowl ad features star athletes and amateurs overcoming moments of self-doubt.
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Super Bowl LIX: Analyzing the game’s advertising and engagement data
The big game's ads, broken down by key stats reflecting cost, reach, performance and more.
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Column
Sociable: Big tech players emerge as likely partner for TikTok US
Oracle, Microsoft and Amazon are among those looking at partnering with the app.
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Hellmann’s brings Super Bowl ad sandwich to Roku via shoppable ads
Continuing its nods to “When Harry Met Sally,” the brand will utilize the first shoppable custom recipes on the platform in partnership with Walmart.
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Coke rolls out an ice cream truck to boost new orange cream flavor
Soundtracked by Mariah Carey’s “Fantasy,” ads for the latest launch tap into childhood nostalgia.
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Tracker
Super Bowl LIX: Tracking every ad
The details on every Super Bowl spot, from OpenAI’s debut appearance to Ram’s chaotic retelling of “Goldilocks and the Three Bears” with Glen Powell.
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Publicis Groupe is confident in the face of expected industry tumult
The industry landscape could change dramatically if the Omnicom-IPG merger goes through, said Publicis CEO Arthur Sadoun on a call with analysts.
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Häagen-Dazs’ ‘Fast & Furious’ Super Bowl debut scores with star wattage
Winning Super Bowl campaigns usually revolve around strong storytelling, distinctive brand assets, a sense of humor and pop culture references.
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Coors Light and Peloton help Super Bowl fans sweat away sluggishness
The Molson Coors brand has been slowly building up to its Super Bowl campaign since mid-January.
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Deep Dive
As Super Bowl’s cultural cachet grows, brands look beyond in-game ads
Avocados From Mexico, Tostitos and Twix are among the brands looking to engage with tuned-in consumers without paying millions for an in-game ad.
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Column
Campaign Trail: Coca-Cola travels across decades to tell a family story
Led by agency Majority, the “Westside’s Finest” campaign captures how the marketer’s portfolio and the world have evolved over the years.
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Starbucks says ‘Hello Again’ by advertising around the Super Bowl
A new spot and a free coffee promotion on the Monday after the big game are part of the chain’s marketing-powered turnaround plan.
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NYX teams with DraftKings for Super Bowl LIX predictions game
Consumers can predict which pop-culture moments may happen during the game for the chance to win a share of $60,000 in prizes.
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Kia counterprograms Super Bowl with mobile game
Promoted on Instagram and TikTok, the automaker’s Kia Squares effort looks to engage big game viewers beyond the duration of a traditional ad.
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Amazon’s bet on Prime Video ads pays off as advertiser pool widens
While its ad segment’s rate of growth cooled in Q4 compared to the year-ago period, Amazon has successfully won over more non-endemic brands.
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Opinion
Breaking into the big game: Tips for first-time Super Bowl advertisers
The real winners in big game advertising aren't crowned during the game, but they're revealed in the months that follow, said 5WPR’s Ronn Torossian.
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Google’s ad revenue growth turns sluggish as industry clouds gather
A lower growth rate for YouTube came despite a U.S. election spending splurge while DeepSeek is putting pressure on generative AI initiatives.
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Oreo hypes Post Malone cookie drop with new Snapchat ad format
The Mondelez marketer is the first in the snack category to take advantage of Sponsored Snaps, which include a link to make a purchase.
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McDonald’s brings back Uncle O’Grimacey for return of Shamrock Shake
In social media videos, purple mascot Grimace visits Ancestry.com and discovers a connection to his Irish uncle.
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Bliss takes on ‘Sephora kids’ in a bid for elder millennials, Gen X
The skincare brand is attempting to reconnect with its core audience through a tie-up with comedian Iliza Shlesinger for a video spot and skincare kit.
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Mastercard helps Lady Gaga fans sow ‘Mayhem’ in music culture play
A tie-up with Gaga around her eighth studio album saw the payments marketer unveil the singer’s latest single around the Grammy Awards.
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Column
Sociable: Will Elon Musk’s growing political ambitions help or hurt X?
As Musk digs deeper into politics, a number of big brands are looking to resume their ad spend on X.