Campaign Trail: Page 2

Campaign Trail is Marketing Dive's look at some of the best new creative efforts from the marketing world.

  • Illustrated scene in Cafe Bustelo ad
    Image attribution tooltip
    Courtesy of Cafe Bustelo
    Image attribution tooltip
    Column

    Campaign Trail: Café Bustelo gives its animated world an icy makeover

    As the J.M. Smucker brand brings iced coffee to the refrigerated aisle, new spots by BBH USA give a chilly remix to recent marketing.

    By • Aug. 9, 2024
  • Keanu Reeves in a Palo Alto Networks commercial
    Image attribution tooltip
    Courtesy of Palo Alto Networks
    Image attribution tooltip
    Column

    Campaign Trail: Palo Alto Networks equips Keanu Reeves with AI-powered weapons

    The cybersecurity firm recruited a Hollywood team to prove that B2B marketing doesn't have to mean “business-to-boring.”

    By • July 26, 2024
  • Citroën
    Image attribution tooltip
    Courtesy of Citroën
    Image attribution tooltip
    Column

    Campaign Trail: Citroën’s revolution liberates electric vehicles from elites

    The Stellantis automaker updated the French Revolution with an anachronistic spot from agency BETC that recalls Sofia Coppola’s “Marie Antoinette.”

    By • July 12, 2024
  • Three friends embrace in Coca-Cola's "Spill" campaign
    Image attribution tooltip
    Courtesy of Coca-Cola
    Image attribution tooltip
    Column

    Campaign Trail: Coca-Cola spills soda to focus on moments of connection

    David Miami took the attention off the iconic brand entirely and gave it to true-to-life human interactions in the latest iteration of the “Real Magic” platform.

    By • June 21, 2024
  • Two adults watch two children draw in an art-filled room
    Image attribution tooltip
    Courtesy of Crayola
    Image attribution tooltip
    Column

    Campaign Trail: Crayola reunites adults with childhood art to spur creativity

    In partnership with Dentsu Creative, the effort features a tear-jerking short film that shows the power of creative self-expression across generations.

    By • June 7, 2024
  • Essentia Jimmy Butler on a horse
    Image attribution tooltip
    Courtesy of Essentia Water
    Image attribution tooltip
    Column

    Campaign Trail: Essentia plays H.O.R.S.E. on a horse with Jimmy Butler

    To launch its flavored-but-functional Hydroboost line, the Nestlé marketer teamed with Droga5 and an unorthodox NBA star.

    By • May 24, 2024
  • Bacardí
    Image attribution tooltip
    Courtesy of Bacardí
    Image attribution tooltip
    Column

    Campaign Trail: Bacardí drinks from fountain of youth with Camila Cabello

    Made with BBDO New York, the rum brand’s latest “Do What Moves You” spot literalizes how sound moves everyone and everything.

    By • May 10, 2024
  • Sheetz Freak campaign
    Image attribution tooltip
    Courtesy of Sheetz
    Image attribution tooltip
    Column

    Campaign Trail: Sheetz encourages fans to unleash their inner Freakz

    Consumer ids come to life as red plushies in ads from Red Tettemer O’Connell + Partners that marry value propositions and human truths.

    By • April 26, 2024
  • StreetEasy "Let The Journey Begin" campaign art
    Image attribution tooltip
    Courtesy of StreetEasy
    Image attribution tooltip
    Column

    Campaign Trail: StreetEasy illustrates house-hunting odyssey as Renaissance art

    Created with Mother New York, “Let The Journey Begin” imagines the steps of buying a home in New York City in the style of Renaissance frescoes.

    By • April 12, 2024
  • Skims Kim Kardashian campaign
    Image attribution tooltip
    Courtesy of Skims
    Image attribution tooltip
    Column

    Campaign Trail: Skims clones Kim Kardashian for first TV push

    Created with Wieden + Kennedy, the cinematic effort looks to launch the shapewear brand for a national audience with a bold but playful story.

    By • March 29, 2024
  • Manscaped wedding
    Image attribution tooltip
    Courtesy of Manscaped
    Image attribution tooltip
    Column

    Campaign Trail: Manscaped envisions ‘the boys’ as mini-mes in branding push

    The male grooming brand known for raunchy innuendo leans on Pereira O’Dell and a striking visual metaphor as it reaches beyond performance marketing.

    By • March 15, 2024
  • A woman poses as a scarecrow in a Kayak ad
    Image attribution tooltip
    Courtesy of Kayak
    Image attribution tooltip
    Column

    Campaign Trail: Kayak shows limits of DIY with absurd, AI-powered ads

    Despite using AI at nearly every stage of the creative process, Supernatural’s Paul Caiozzo says, “AI is not magic — it's just people using different tools.”

    By • March 1, 2024
  • Michael Cera and a narwhal in a CeraVe video
    Image attribution tooltip
    Courtesy of CeraVe
    Image attribution tooltip
    Column

    Campaign Trail: CeraVe got weird with Michael Cera to win the Super Bowl

    Led by Ogilvy PR North America, the social- and influencer-focused campaign used earned media to amplify the brand’s first big game ad.

    By • Feb. 16, 2024
  • Teleflora Valentine's Day campaign still
    Image attribution tooltip
    Courtesy of Teleflora
    Image attribution tooltip
    Column

    Campaign Trail: Teleflora tells real stories to overcome love cynicism

    The floral delivery service and the in-house agency at parent The Wonderful Company used a documentary approach to prove that romance isn't dead.

    By • Feb. 2, 2024
  • A man with a bar of Dr. Squatch soap in his swim suit
    Image attribution tooltip
    Retrieved from Dr. Squatch on January 18, 2024
    Image attribution tooltip
    Column

    Campaign Trail: Dr. Squatch uses hypnosis to inspire ‘​​Big Bricc Energy’

    The digitally native men’s grooming brand goes beyond raunchy puns to address men's mental health through hypnotic videos.

    By • Jan. 19, 2024
  • Pop-Tarts edible mascot stands atop a giant toaster at a college football game
    Image attribution tooltip

    Dec 28, 2023; Orlando, FL, USA; Pop Tart mascot signals the end of the celebration after the game at Camping World Stadium. Mandatory Credit: Jeremy Reper-USA TODAY Sports

    Image attribution tooltip
    Column

    Campaign Trail: Pop-Tarts’ edible mascot made ‘ultimate sacrifice’ to win bowl season

    The Kellanova brand dominated social media with a game-day activation that embraced dark, weird humor.

    By • Jan. 5, 2024
  • A spokesperson with a gingerbread person and a Snyder's pretzel cabin
    Image attribution tooltip
    Courtesy of Campbell Soup Company
    Image attribution tooltip
    Column

    Campaign Trail: Snyder’s pretzels save gingerbread people from houses made of themselves

    The effort includes a PSA-style spot for YouTube and social video that riffs on a macabre observation about a longstanding holiday tradition.

    By • Dec. 15, 2023
  • Steak-umm DeepSteaks campaign
    Image attribution tooltip
    Courtesy of Steak-umm
    Image attribution tooltip
    Column

    Campaign Trail: How Steak-umm deepfaked real vegans into meat eaters

    Created with agency Tombras, “DeepSteaks” arrives as generative AI makes it even easier for bad actors to manipulate peoples’ likenesses.

    By • Dec. 1, 2023
  • Postmates campaign art
    Image attribution tooltip
    Courtesy of Postmates
    Image attribution tooltip
    Column

    Campaign Trail: Postmates animates food-fueled fever dreams

    Created by Mother in LA, “This Is Your Brain on Food” uses different illustrators to visualize the emotions created by BBQ, boba tea and beyond.

    By • Nov. 10, 2023
  • A person holds a bottle of Pom Wonderful surrounded by vampires in a movie theater
    Image attribution tooltip
    Courtesy of Pom Wonderful
    Image attribution tooltip
    Column

    Campaign Trail: Pom Wonderful transforms free radicals into monsters

    An effort from in-house shop Wonderful Agency timed to spooky season pits the brand’s signature juice against vampires, ghosts and aliens.

    By • Oct. 27, 2023
  • Mailchimp's Clustomer campaign
    Image attribution tooltip
    Courtesy of Intuit Mailchimp
    Image attribution tooltip
    Column

    Campaign Trail: Mailchimp has a ball turning ‘clustomers’ into customers

    In-house agency Wink Creative used generative AI to come up with a “circus act” production that shows how the brand wants to be Coinstar for marketers.

    By • Oct. 13, 2023
  • Hi-Chew's "Choose Different. Choose Fun." advertisement
    Image attribution tooltip
    Courtesy of Hi-Chew
    Image attribution tooltip
    Column

    Campaign Trail: Hi-Chew imagines a fruit-full world with Gen Z in mind

    Crafted with creative agency Gigasavvy, the cult-favorite candy brand's new spot asks young consumers to "Choose Different. Choose Fun."

    By • Sept. 29, 2023
  • Two people hold Samsung Galaxy Tab S9 Series as part of a dating show parody in a new ad
    Image attribution tooltip
    Courtesy of Samsung
    Image attribution tooltip
    Column

    Campaign Trail: Samsung unleashes interns on a tablet in metatextual ad

    Instead of the usual spec-focused spot, BBH USA parodied the creative process to promote the ​​Galaxy Tab S9 Series.

    By • Sept. 15, 2023
  • An image from Tractor Beverage Company's "Escape the Ordinary" campaign
    Image attribution tooltip
    Courtesy of Tractor Beverage Company
    Image attribution tooltip
    Column

    Campaign Trail: Tractor escapes soda dystopia through hand-drawn animation

    The organic beverage company tapped an agency created for progressive challenger brands and crafted a fully realized world to take on industry giants.

    By • Sept. 1, 2023
  • Adidas WWC Campaign - Alessia Russo
    Image attribution tooltip
    Courtesy of Adidas
    Image attribution tooltip
    Column

    Campaign Trail: Adidas takes football off the pitch to elevate female stars

    Created in collaboration with several TBWA shops, “Play Until They Can’t Look Away” celebrates the players helping to bring full equality to the game.

    By • Aug. 18, 2023