5 lessons for brands who want to win the 2026 holiday season, from the advertisers already doing it

Holiday TV budgets are rising and campaigns are starting earlier. See what advertisers are doing for BFCM 2026, plus lessons you can pull for your own strategy.

By Paul Hutchison • Sept. 8, 2026

How Graza hopes to lap the competition with some help from NASCAR

The tie-up follows the olive oil brand’s extension into mayonnaise and is key to efforts to grow its footprint, explains Vice President of Marketing Alex Edelstein.

By Danielle McLean • Sept. 3, 2026

The UPS Store enlists first brand character to support franchisees

Blu, a friendly woman wearing a blue UPS polo, is one piece of a multiyear campaign that spans digital, TV, social and print channels.

By Sara Karlovitch • Updated Sept. 2, 2026

Chipotle deploys 100 creators for latest ads spotlighting fresh food

This is the first national advertising push from Chief Brand Officer Fernando Machado and Chipotle’s first major work with new agency partner Kids.

By Peter Adams • Aug. 31, 2026

Is Starbucks’ Pumpkin Spice Latte ‘basic’? Martha Stewart answers in new ads

Stewart and “Off Campus” actor Belmont Cameli feature in tongue-in-cheek social content that heralds the return of the beloved menu item.

By Peter Adams • Updated Aug. 27, 2026

Why United helped broadcast ESPN’s fantasy football show live from the sky

Social media serves as an entry point into ESPN for fans, especially Gen Z ones. The company had a record 1 billion social engagements in February.

By Chris Kelly • Aug. 26, 2026

Why Nuuly is betting on a microdrama for its social-first fall campaign

The Urban Outfitters-owned, high-growth clothing rental service wants to break through ad fatigue with a series that examines modern dating.

By Peter Adams • Aug. 20, 2026

Estée Lauder’s Jo Malone turns to ‘Fortnite’ for first gaming activation

The in-game activation is accompanied by a campaign featuring gaming creators, livestreams and a social content series.

By Sara Karlovitch • Aug. 20, 2026

Liquid Death and Garage Beer take on AI data centers — with pee

The challenger brands teamed up with Jason Kelce to make a peculiar ask of consumers who are united in their opposition to data center construction.

By Chris Kelly • Aug. 18, 2026

JCPenney parodies off-price retailers with wellness-themed campaign

Marisa Thalberg, chief customer and marketing officer at Catalyst Brands, details a Retail Rejuvenation Retreat that looks to change shopping habits.

By Chris Kelly • Aug. 17, 2026

Urban Outfitters embraces campus life in first CTV commercial

The high-energy spot is part of the “Back-To-Campus” brand platform and comes as the retailer continues to set its sights on Gen Z.

By Sara Karlovitch • Aug. 12, 2026

Gap’s fall campaign enlists ‘Obsession’ star to promote denim

Ads show Hollywood breakout Inde Navarrette dancing alongside Malcolm Todd, who performs a new version of Robyn’s “Dancing on My Own.”

By Peter Adams • Updated Aug. 21, 2026

Lilly’s women’s sports push gets assist from WNBA on Prime campaign

The pharmaceutical company partnered with Amazon Ads for a spot starring basketball legend and WNBA on Prime analyst Candace Parker.

By Chris Kelly • Aug. 6, 2026

Disney, TikTok partner on content sharing as creators fuel fandom

The deal gives creators access to IP from franchises, including Marvel and Star Wars, and Disney a pipeline for vertical video content.

By Peter Adams • Aug. 5, 2026

Coke asks busy Gen Z, millennials to log off for quality meal time

A global integrated campaign developed by WPP Open X and led by Grey spans a pair of brand films, out-of-home ads and digital activations.

By Peter Adams • Aug. 4, 2026

Amazon’s live sports land grab helps boost ad segment to $19.8B in Q2

Brands that activate around multiple sports achieve superior unduplicated reach while engaging a higher-spending audience than single-sport advertisers.

By Peter Adams • July 31, 2026

IRL streamers are brands’ biggest marketing opportunity

Streamers like iShowSpeed can help brands find consumers at their most engaged, says Streamlabs’ Ashray Urs.

By Ashray Urs • July 30, 2026

Consumers warm up to streaming ads: Here’s what the numbers say

Two-thirds of viewers say they don’t mind watching ads as much as they used to, according to data from Hub Entertainment Research.

By Sara Karlovitch • July 24, 2026

Google’s ads biz gets boost from World Cup hype, Gemini improvements

Search and other revenues were up 17% in Q2, but investor skepticism over soaring AI costs cast a shadow over the earnings.

By Peter Adams • July 23, 2026

Hanes embraces risqué marketing in creative shakeup for basics brand

Getting caught with one’s pants down becomes cool in a series of bold new ads from the over 125-year-old marketer.

By Peter Adams • July 22, 2026

Netflix says live events bolster ads but affect viewer engagement

The format, a focus of its current upfront talks, can drive ad revenue and fandom but typically results in lower raw viewing hours.

By Peter Adams • July 17, 2026

Liquid I.V., Samsung swing into ‘Spider-Man’ to spotlight new products

The Unilever hydration brand’s largest entertainment partnership yet includes ads, a pair of co-branded flavors and experiential marketing.

By Peter Adams • July 15, 2026

Advertisers don’t trust CTV inventory despite climbing spend: IAB

Just 41% of buyers are confident in commerce and retail media networks for CTV buying amid a convergence between the channels.

By Peter Adams • July 14, 2026

Mike’s Hard, Genesis take creative swings with custom Netflix campaigns

A pair of efforts for the upcoming Will Ferrell vehicle “The Hawk” show how the streamer is focusing on more bespoke brand partnerships.

By Peter Adams • July 9, 2026

How Aéropostale entertains Gen Alpha with a creator-led mini-series

Marisa Thalberg, chief customer and marketing officer at parent Catalyst Brands, opens up about the “Intern Diaries” and a loyalty tie-up with JCPenney.

By Chris Kelly • July 9, 2026