Super 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

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

Explore the 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

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

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

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

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

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

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

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

Pepsi brings back Shaq for fresh spin on Skee-Lo’s ‘90s hit ‘I Wish’

In a new commercial inspired by a 1994 collaboration, Shaquille O’Neal wishes he was “a little bit smaller” to promote Pepsi Mini Cans.

By Jessica Deyo • Nov. 20, 2023

Michelob Ultra celebrates Formula 1 legends with Williams Racing

As the AB InBev brand leans further into sports, “Laps of Legends” will see current drivers compete against former stars in a real-versus-virtual race.

By Sara Karlovitch • Nov. 20, 2023

Sleigh the season: Will caution stifle the holidays or can marketers win?

Consumer spending is expected to surpass pre-pandemic figures, but brands are proceeding carefully as uncertainty looms.

By Jessica Deyo • Nov. 16, 2023

Chili’s remixes Baby Back Ribs jingle with Boyz II Men

The effort leans into ‘90s nostalgia while trying to usher a signature piece of branding into the TikTok era.

By Peter Adams • Nov. 14, 2023

Trade Desk reports strong Q3 earnings as UID2 continues to gain steam

Shares still dropped around 30% due to lower Q4 guidance based on advertiser caution resulting from now-resolved strikes.

By Aaron Baar • Nov. 13, 2023

Unilever spins TikTok soap opera as part of #CleanTok sponsorship

A new content series features animated versions of home care products as the CPG giant seeks to woo Gen Z viewers who have driven cleaning trends.

By Peter Adams • Nov. 9, 2023

Amazon embraces the joy of friendship for global holiday campaign

“Joy is shared” will span over a dozen countries and is anchored by a 60-second hero spot soundtracked by a rendition of The Beatles’ “In My Life.”

By Jessica Deyo • Nov. 7, 2023

Home Depot, Vizio create shoppable content for the holidays

“Merry & Bright” stars Jordin Sparks and features QR codes that take consumers to a Shop the Look page on the retailer’s website.

By Aaron Baar • Nov. 2, 2023

How Coca-Cola celebrated the 25-year legacy of its NASCAR racing family

Legends Kyle Petty, Dale Jarrett, Jeff Burton and Bobby Labonte convened for a social content series about their careers and the brand's heritage.

By Chris Kelly • Nov. 2, 2023

Doritos devises AI-powered ‘crunch-cancellation’ tech for gamers

Built on an analysis of thousands of crunches, the Doritos Silent tool claims to be able to filter out snacking sounds that can disrupt online play.

By Peter Adams • Nov. 2, 2023

Walmart reunites ‘Mean Girls’ to boost Black Friday push

Lindsay Lohan and company recreate scenes from the iconic teen comedy in the first of a series of ads created by a collective of Publicis agencies.

By Chris Kelly • Nov. 1, 2023

AI will boost Google but cause a Super Bowl ad fumble in 2024: Forrester

TikTok and in-game ads will also surge, but deepfake political ads could cause headaches, per the researcher’s latest media and advertising predictions.

By Chris Kelly • Nov. 1, 2023

Target lights up digital in holiday push that balances sentiment, value

The return of experiential activations after several years and a 20% increase in digital investments aim to drive home a message around affordability.

By Peter Adams • Nov. 1, 2023

Kim Kardashian’s Skims teams with NBA, WNBA after launching men’s line

Skims will handle creative for any marketing around the partnership, but the brand is also holding discussions with third-party agencies.

By Chris Kelly • Oct. 31, 2023

Cracker Barrel ushers in Dolly Parton’s ‘Rockstar’ era to promote rewards

A partnership touting a loyalty offering that launched in September anticipates the “Jolene” singer’s first rock record and includes custom rocking chairs.

By Peter Adams • Oct. 31, 2023

Disney+ beefs up ad tier with more targeting, measurement features

The streamer is working with DoubleVerify, iSpot, Kantar and others to provide better campaign performance data, insights and verification.

By Aaron Baar • Oct. 30, 2023