Adidas tackles sports sideline pressures with ‘You Got This’ campaign

An effort launching just days after rival Nike’s splashy Super Bowl ad features star athletes and amateurs overcoming moments of self-doubt.

By Peter Adams • Feb. 11, 2025

Just did it: Women-focused Super Bowl LIX ads score as other marketers falter

Nike’s first big game ad in 27 years and other purpose-driven spots won the night, while ads built on celebrities, humor and politics had an uneven showing.

By Peter Adams , Chris Kelly • Feb. 10, 2025

Hellmann’s brings Super Bowl ad sandwich to Roku via shoppable ads

Continuing its nods to “When Harry Met Sally,” the brand will utilize the first shoppable custom recipes on the platform in partnership with Walmart.

By Aaron Baar • Feb. 10, 2025

Amazon’s bet on Prime Video ads pays off as advertiser pool widens

While its ad segment’s rate of growth cooled in Q4 compared to the year-ago period, Amazon has successfully won over more non-endemic brands.

By Peter Adams • Feb. 7, 2025

Häagen-Dazs’ ‘Fast & Furious’ Super Bowl debut scores with star wattage

Winning Super Bowl campaigns usually revolve around strong storytelling, distinctive brand assets, a sense of humor and pop culture references.

By Peter Adams • Feb. 6, 2025

Google’s ad revenue growth turns sluggish as industry clouds gather

A lower growth rate for YouTube came despite a U.S. election spending splurge while DeepSeek is putting pressure on generative AI initiatives.

By Peter Adams • Feb. 5, 2025

Oreo hypes Post Malone cookie drop with new Snapchat ad format

The Mondelez marketer is the first in the snack category to take advantage of Sponsored Snaps, which include a link to make a purchase.

By Peter Adams • Feb. 5, 2025

McDonald’s brings back Uncle O’Grimacey for return of Shamrock Shake

In social media videos, purple mascot Grimace visits Ancestry.com and discovers a connection to his Irish uncle.

By Peter Adams • Feb. 4, 2025

Mastercard helps Lady Gaga fans sow ‘Mayhem’ in music culture play

A tie-up with Gaga around her eighth studio album saw the payments marketer unveil the singer’s latest single around the Grammy Awards.

By Peter Adams • Feb. 3, 2025

Heinz teams with hip-hop hitmaker Mustard for new product, campaign

The marketer launched the culturally minded — and perhaps overdue — campaign with a spot that aired during the Grammy Awards.

By Chris Kelly • Feb. 3, 2025

Inside the marketing industry trends to follow in 2025

During what could be a banner year, a focus on generative AI and the connected TV-retail media convergence key into where the industry is headed.

By Marketing Dive staff • Jan. 31, 2025

Clif Bar celebrates athlete perseverance with new brand platform

The Mondelez-owned snack marketer is extending a partnership with fitness app Strava to include fresh co-branded content, events and challenges.

By Peter Adams • Jan. 31, 2025

What marketers can expect as CTV and retail media converge in 2025

Expectations are high that the two synergistic and growing channels can deliver on the promise of full-funnel, data-driven digital marketing.

By Chris Kelly • Jan. 31, 2025

Why MLS is kicking off a brand campaign around the Super Bowl

CMO Radhika Duggal detailed the strategy behind the league’s “Game On” effort starring rapper Doechii that will premiere before the big game.

By Chris Kelly • Jan. 30, 2025

Starbucks bets on marketing to broader audience to support turnaround

CEO Brian Niccol detailed how marketing investments can lead to future growth as the chain’s latest earning results have “room for improvement.”

By Chris Kelly • Jan. 29, 2025

Nielsen’s latest MRC accreditation returns it to measurement pole position

Accreditation of the firm’s Big Data + Panel offering could help re-entrench the former monopoly power ahead of the upfronts.

By Chris Kelly • Jan. 23, 2025

Netflix’s next phase of advertising growth hinges on in-house ad tech

The streamer’s in-house offerings will hit the U.S. in April, coinciding with an upfronts market where publishers lock in large ad-spending commitments. 

By Peter Adams • Jan. 22, 2025

Pacsun’s TikTok marketing won over Gen Z. What’s next amid ban anxiety?

At NRF, CEO Brieane Olson was optimistic that TikTok’s model could be replicated elsewhere in the case of a shutdown but feared for creators.

By Peter Adams • Jan. 15, 2025

Disney ramps up advertiser offerings as streaming wars enter next phase

The media giant’s Tech & Data Showcase spotlighted an integration with Publicis Groupe’s CoreAI that allows for AI-powered audience creation.

By Chris Kelly • Jan. 9, 2025

Tide, Marvel Studios tackle ‘collateral stains’ with 5D film experience

Consumers who enter an Instagram sweepstakes will have the chance to attend a stain-filled early screening of “Captain America: Brave New World.”

By Jessica Hammers • Jan. 8, 2025

10 marketing predictions for 2025 as new era of productivity dawns

With global ad spending set to surpass $1 trillion, marketers must navigate myriad challenges, including an uncertain regulatory landscape, with finesse.

By Peter Adams , Chris Kelly , Jessica Hammers , Sara Karlovitch • Jan. 7, 2025

Dunkin’ gets racy with Sabrina Carpenter in ‘Shake That Ess’ campaign

The celebrity-led effort promoting a new limited-time iced espresso beverage is part of the chain’s strategy of building a “cinematic universe” with Artists Equity.

By Peter Adams • Jan. 2, 2025

EV maker Lucid asks drivers to ‘Compromise Nothing’ in first ad campaign

Founded in 2016, the auto brand combats “a legacy of unfortunate trade-offs” among EVs in ads spanning digital, social, print, CTV and OOH.

By Jessica Hammers • Dec. 19, 2024

Sony, Disney put Mickey on the court for Christmas Day NBA broadcast

The first animated alternate presentation of an NBA game will feature a cadre of cartoon icons, potentially reaching a wider audience.

By Peter Adams • Dec. 18, 2024

Consumers call AI-generated video ads annoying, confusing, per NIQ

Even AI-generated ads perceived as high quality and polished-looking did not leave as memorable an impression as conventional advertising. 

By Peter Adams • Dec. 17, 2024