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Retrieved from Amazon on September 22, 2023
Amazon makes key hire to lead Prime Video’s advertising expansion
Jeremy Helfand is joining the company from Disney, where he helped build out streaming ad bets for properties like Hulu and Disney+.
By Peter Adams • Jan. 5, 2024 -
Joe Raedle via Getty Images
Peloton brings fitness classes to TikTok in bigger push for Gen Z
A co-branded content hub will reinforce the embattled fitness marketer’s recently introduced brand positioning around accessibility.
By Peter Adams • Jan. 4, 2024 -
Trendline
Connected TV
Surging consumer adoption of CTV and has made it a key channel for marketers seeking to engage viewers who continue to move away from linear TV and towards streaming platforms.
By Marketing Dive staff -
Courtesy of Procter & Gamble
Bounty and NFL greats clean up after wings and football talk
The Procter & Gamble paper towel brand is out with exclusive social content in the lead up to the Super Bowl.
By Sara Karlovitch • Jan. 4, 2024 -
Courtesy of Planet Fitness
Planet Fitness busts gym barriers with help from Megan Thee Stallion
A new campaign elevates the rapper to the role of Mother Fitness and includes TV ads, an augmented reality filter and co-branded merchandise.
By Sara Karlovitch • Jan. 3, 2024 -
Permission granted by PepsiCo
Mtn Dew fan favorite Baja Blast sets Super Bowl debut for 20th anniversary
The former Taco Bell exclusive will be made available at nationwide retail for a full year for the first time as part of the “Bajaversary” marketing blitz.
By Peter Adams • Jan. 2, 2024 -
Courtesy of The Coca-Cola Company
Why Coca-Cola turned to ‘The Bear’ to bring together its family of brands
“New Guy” developed out of conversations with Majority, a diversity-focused creative agency that is part of the marketer's OpenX arrangement with WPP.
By Chris Kelly • Jan. 2, 2024 -
Courtesy of Geico
Geico thaws Caveman on road to the Super Bowl
A new spot from The Martin Agency sees the iconic brand character wake up from a nightmare about the “so easy, a caveman can do it” tagline.
By Chris Kelly • Dec. 22, 2023 -
Courtesy of Mondelez International
Oreo sets Super Bowl return a decade after watershed Twitter play
The Mondelez cookie brand’s speedy response to a power outage in 2013 is enshrined as one of the great big game marketing moments.
By Peter Adams • Dec. 20, 2023 -
Courtesy of Expedia
Hotels.com recruits NBA stars to promote mobile app, loyalty program
A new “Hotel like a Pro” campaign highlights Nikola Jokić and Jimmy Butler’s “hotel hacks” and includes an integration with the NBA2K video game.
By Jessica Deyo • Dec. 19, 2023 -
Courtesy of Trivago
Trivago introduces brand refresh with ads localized with help from AI
The company enlisted agency DesignStudio for the overhaul, with a focus on its metasearch capabilities and an unfussy, upbeat demeanor.
By Peter Adams • Dec. 15, 2023 -
Courtesy of MoonPie
Forget Gen Z: MoonPie targets extraterrestrials in need of a treat
Following July’s congressional hearings on UAPs, the snack brand and AOR Tombras devised outdoor ads that allegedly can only be read by aliens.
By Peter Adams • Dec. 13, 2023 -
David Ryder via Getty Images
IPG Mediabrands strikes deal with Amazon for ad-supported streaming
Amazon’s fledgling ad-supported offering gains a large stable of potential advertisers via the three-year deal.
By Aaron Baar • Dec. 11, 2023 -
Courtesy of Coca-Cola
Coca-Cola enlists Hollywood talent for Christmas shorts
Films starring Octavia Spencer and Colm Meaney elevate branded content as the beverage giant extends its Santa-heavy holiday campaign.
By Chris Kelly • Dec. 11, 2023 -
Courtesy of Twitch
Twitch launches annual recap with new game, marketing push
The Amazon-owned platform’s end-of-year community recap is being bolstered by a side-scroller game and custom creative on social media.
By Sara Karlovitch • Dec. 11, 2023 -
EvgeniyShkolenko via Getty Images
Thanksgiving, Black Friday football broadcasts were a marketing win: Here’s what the numbers say
Retail ads during Amazon’s first NFL Black Friday game were 35% more likely to drive engagement compared to category primetime averages, EDO found.
By Sara Karlovitch • Dec. 8, 2023 -
Courtesy of Team Whistle
State Farm takes inside look at NFL players and ‘at-home teammates’
Made with sports media company Team Whistle and agency Optimum Sports, “Home Team” blends brand messaging with football fandom.
By Chris Kelly • Dec. 6, 2023 -
Illustration: Derek Abella for Industry Dive
TrackerSuper Bowl LVIII: Tracking every ad
The details on every big game spot, from Temu's three-peat appearance to Verizon's tie-up with Beyoncé to tease the star's upcoming album.
By Marketing Dive staff • Dec. 6, 2023 -
Courtesy of Hellmann's
Hellmann’s quadruple dips on Super Bowl with ‘most impactful’ ad yet
The Unilever marketer will run a 30-second spot developed with agency Wunderman Thompson that plans to combat food waste.
By Peter Adams • Updated Dec. 5, 2023 -
Courtesy of Bath & Body Works
Bath & Body Works drops 10-foot candle to help holiday shoppers unwind
The installation is part of a new creative platform centered on reconnecting with the senses amid daily stressors like rush hour traffic and work emails.
By Peter Adams • Dec. 1, 2023 -
Courtesy of CNW Group/Mars, Incorporated
Mars brand Excel Gum uses ASMR to relieve studying stress
Running in Canada, the “Excel Study Beats” program leverages creators to share soothing gum content across TikTok, YouTube and Spotify.
By Aaron Baar • Nov. 30, 2023 -
Courtesy of Netflix
Geico Gecko serves as on-set consultant for Netflix’s ‘Leo’ in co-branded ads
The first such partnership for the streamer’s ad-supported tier is a sign Netflix is striking more involved brand deals a year after launching the offering.
By Peter Adams • Nov. 30, 2023 -
simpson33 via Getty Images
Addressable TV stakeholders form trade organization as ad spend grows
Forty percent of TV advertisers expect to spend more on addressable advertising in 2024 compared to 2023, according to new research.
By Sara Karlovitch • Nov. 30, 2023 -
Permission granted by Walmart
How Walmart’s shoppable rom-com bridges holiday content, commerce
Ads on TikTok, Roku and YouTube showcase an assortment meant to balance “inspiration and impulse” for the season, according to CMO William White.
By Peter Adams • Nov. 28, 2023 -
Courtesy of NBCUniversal
Google, NBCU’s custom ads offer peek behind Macy’s Thanksgiving Day Parade
A trio of spots following the Radio City Rockettes as they prepare to perform live show off AI-powered features on Google’s Pixel 8 smartphone.
By Peter Adams • Nov. 22, 2023 -
Courtesy of State Farm
State Farm conjures celebrities for biggest creative launch in 3 years
Jimmy Fallon and Ludacris are summoned, genie-like, as people react to situations that require insurance in ads from new agency Highdive.
By Peter Adams • Nov. 21, 2023
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