Reading between the lines of YouTube’s best-performing ads for 2022

An absence of major CPG and retail marketers on the list speaks to how those categories have adjusted strategy in a challenging year.

By Peter Adams • Dec. 2, 2022

Pepsi brings ‘Pilk’ to the masses with Lindsay Lohan holiday ad

The concoction, which mixes the soft drink with milk, is part of a “dirty soda” trend that’s recently taken off thanks to TikTok.

By Peter Adams • Dec. 1, 2022

Nerf launches into NIL marketing, AI imaging with social content

Videos across social media will feature top college athletes in friendly competitions for the chance to douse someone with a Super Soaker.

By Aaron Baar • Nov. 30, 2022

HelloFresh caters to ‘Elf’ fans with meal kits serving Buddy’s signature dish

A limited-run holiday product includes step-by-step instructions for recreating a meal consisting of spaghetti topped with syrup and sweets.

By Peter Adams • Nov. 29, 2022

Taco Bell embraces soccer, Latin culture in new ad

The chain looks to capitalize on the World Cup in a new soccer-themed campaign featuring a diverse array of talent.

By Sara Karlovitch • Nov. 29, 2022

Advertisers flock to new awards show honoring African-American talent

Procter & Gamble, PepsiCo and Ford were among the major sponsors of TheGrio Awards, a brainchild of media mogul Byron Allen.  

By Aaron Baar • Nov. 28, 2022

Duracell’s holiday ad draws on nostalgic power of home movies

A retro theme extends to Twitter, where the brand is pitting old-school toys like Furby and Bop-It against each other in a bracket tournament.

By Peter Adams • Nov. 28, 2022

As seen on: 6 ways marketers evolved product placement strategy this year

Brands from Coors Banquet to Kraft Mac & Cheese have seen tremendous value from product placement as viewer fragmentation increases.

By Sara Karlovitch • Nov. 28, 2022

Smirnoff promotes safe holiday drinking with animated ‘Drops of Advice’

The vodka brand shares advice across entertaining animated shorts in an effort that ties into parent company Diageo’s social progress framework.

By Sara Karlovitch • Nov. 21, 2022

Hitting rewind: 7 pieces of nostalgic marketing that helped consumers unplug

Deepfakes of ‘80s action stars, Blockbuster activations and retro video games made donning rose-colored glasses easier in a challenging year.

By Peter Adams • Nov. 21, 2022

Santa pulls a fast one on Pete Davidson in Manscaped’s raunchy holiday ad

New creative takes advantage of commerce features on platforms like YouTube and builds on a multiyear pact with the “SNL” alum.

By Peter Adams • Nov. 15, 2022

Frito-Lay deepens World Cup strategy with age-old naming debate

“Soccer or Football” sees NFL icon Peyton Manning and three-time FIFA World Cup player David Beckham go to extreme lengths to make their cases.

By Jessica Deyo • Nov. 15, 2022

Horizon Media weds sports and experience expertise under new practice

HS&E, which merges several shops under the media agency, will also have a metaverse focus as it tries to be at the “forefront of monetizing Web3.”

By Peter Adams • Nov. 14, 2022

Daniel Craig cuts loose in Paris for dancy new Belvedere ads

Spots directed by Taika Waititi reveal a more rebellious, fun side of the actor following the end of his run as James Bond. 

By Peter Adams • Nov. 10, 2022

Peloton goes beyond the workout for holiday push

New ads showcase how motivation from instructors translates beyond exercise sessions as the company battles a difficult year for business.

By Jessica Deyo • Nov. 8, 2022

As nearly half of US marketers cut spending, how is the rest of the world faring?

A new Advertiser Perceptions report reveals an uneven picture in Europe, where channels like CTV face fresh challenges amid a downturn.

By Peter Adams • Nov. 7, 2022

Pacsun expands metaverse presence for the holidays

The PacVerse includes an upside-down world, icy wonderland and futuristic airport terminal in an effort to bridge real life and fantasy.

By Jessica Deyo • Nov. 7, 2022

High stakes: Netflix’s ad-supported tier arrives as marketers face uncertainty

With ad spending expected to take a hit in the fourth quarter, the streamer has a lot to prove, though it’s already attracted major names like AB InBev.

By Peter Adams • Nov. 3, 2022

Amazon nears $10B in quarterly ad revenue while digital peers slump

That’s not to say the big picture for the e-commerce giant is sunny, as it offered a dim holiday forecast that stoked recessionary fears.

By Peter Adams • Oct. 28, 2022

Amazon unveils suite of new video advertising products

Announcements made at UnBoxed catered to small and mid-sized marketers while the company touted new streaming assets like “Thursday Night Football.” 

By Sara Karlovitch • Oct. 26, 2022

YouTube revenue shrinks as Google feels pinch of ad slowdown

The short-form format remains a focus, but is still in the early days of monetization and facing stiff competition from rival TikTok.

By Peter Adams • Oct. 26, 2022

Gillette kicks off first NFL live broadcast mixed-reality commercial

The stadium activation features a razor being built before viewers, with participation from mascot Pat the Patriot.

By Sara Karlovitch • Oct. 24, 2022

Snapchat owner braces for cold winter as ad revenue slows

Snap grew revenue by just 6% in Q3 and indicated brand-oriented advertising headwinds will continue into the holidays.

By Peter Adams • Oct. 21, 2022

Why Mercedes-Benz jumped to advertise on Amazon Prime’s ‘Thursday Night Football’

Early audience numbers point to where the future of live sports may be headed, with more targeted advertising holding a strong appeal for brands. 

By Sara Karlovitch • Oct. 21, 2022

Campaign Trail: Dietz & Watson summons ‘SandWitch Sisters’ in riff on Halloween classic

Drag queens bring a trio referencing “Hocus Pocus” to life for the brand’s largest paid TikTok effort to date and latest collaboration with agency RTO+P.

By Peter Adams • Oct. 21, 2022