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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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
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 -
Tracker
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 -
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 -
Deep Dive
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