Campaign Trail: Page 4

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

  • A person sits in a hair salon chair while someone wraps a towel around their face
    Image attribution tooltip
    Courtesy of Sport Clips
    Image attribution tooltip
    Column

    Campaign Trail: Why Sport Clips joined the ASMR fan club

    The salon franchise employed sound in streaming ads to immerse listeners in its multi-sensory MVP haircut, driving a 15% jump in brand awareness.

    By Aaron Baar • Jan. 6, 2023
  • A group of diverse women hold up glasses of scotch in front of balloons.
    Image attribution tooltip
    Courtesy of Diageo
    Image attribution tooltip

    Campaign Trail: How Johnnie Walker centers women’s empowerment in brand creative

    As whiskey’s consumer base widens, the brand partnered with comedian Lilly Singh to write and produce a series of videos around women’s rights. 

    By • Dec. 22, 2022
  • A child yells in excitement opening a present under a Christmas tree as captured on grainy home-video footage.
    Image attribution tooltip
    Permission granted by Duracell
    Image attribution tooltip
    Column

    Campaign Trail: Duracell swaps product focus for emotionally led holiday ads

    Along with changing up its messaging strategy, the battery marketer is taking a different approach to social with a spotlight on its new TikTok creator program.

    By • Dec. 9, 2022
  • Lexus "Never Lose Your Edge" campaign image featuring Preeti Desai.
    Image attribution tooltip
    Courtesy of Lexus
    Image attribution tooltip
    Column

    Campaign Trail: Why Lexus said no to the yellow brick road

    The luxury carmaker’s “Never Lose Your Edge” campaign pulls inspiration from “The Wizard of Oz” while urging consumers to challenge the status quo. 

    By • Nov. 18, 2022
  • The cover of the Planet Ardbeg comic
    Image attribution tooltip
    Courtesy of TCO London
    Image attribution tooltip
    Column

    Campaign Trail: Why Ardbeg released a comic anthology

    The scotch whisky distiller teamed up with TCO London to create a 40-page graphic novel titled “Planet Ardbeg.”

    By • Nov. 4, 2022
  • A trio of drag stars dressed as witches hold a stacked sandwich over a kitchen table for a new Dietz & Watson Halloween campaign.
    Image attribution tooltip
    Permission granted by Dietz & Watson
    Image attribution tooltip
    Column

    Campaign Trail: Dietz & Watson summons ‘SandWitch Sisters’ in riff on Halloween classic

    Drag queens bring a trio referencing “Hocus Pocus” to life for the brand’s largest paid TikTok effort to date and latest collaboration with agency RTO+P.

    By • Oct. 21, 2022
  • Actor Danny DeVito with a Jersey Mike's Subs sandwich
    Image attribution tooltip
    Courtesy of Jersey Mike's Subs
    Image attribution tooltip
    Column

    Campaign Trail: Jersey Mike’s Subs serves up authenticity with Danny DeVito

    In its first work as creative AOR, Highdive keyed in on insights about what sets the QSR chain apart from competitors.

    By • Oct. 7, 2022
  • A sandwich and jar of Kraft Mayo have been pixelated to hide the condiment
    Image attribution tooltip
    Courtesy of Kraft Heinz
    Image attribution tooltip
    Column

    Campaign Trail: Kraft wants mayo lovers to let their freak flags fly

    Kraft Heinz partnered with Wieden+Kennedy in its latest bid to be the "Mayo of Mayonnaise," celebrating the rituals some have with the divisive condiment.

    By • Sept. 23, 2022
  • Reality TV star Teresa Giudice wears football gear in a DirecTV commercial
    Image attribution tooltip
    Courtesy of DirecTV
    Image attribution tooltip
    Column

    Campaign Trail: DirecTV tackles football, ‘Real Housewives’ fandoms

    Created with TBWA\Chiat\Day LA, the latest iteration of the brand’s "Get Your TV Together" campaign unites live sports and reality TV.

    By • Sept. 9, 2022
  • A woman drags her feet through a picnic in a commercial for NerdWallet
    Image attribution tooltip
    Courtesy of NerdWallet
    Image attribution tooltip
    Column

    Campaign Trail: NerdWallet solves financial problems for feet draggers and fence sitters

    In collaboration with Deutsch LA, the personal finance company’s "Smartest Decision" push brings idioms — and its editorial team "nerds" — to life.

    By • Aug. 26, 2022
  • A group of people look on as one adds Liquid I.D
    Image attribution tooltip
    Courtesy of Liquid I.V.
    Image attribution tooltip
    Column

    Campaign Trail: Liquid I.V. fuels play to prove hydration isn’t just for athletes

    The Unilever-owned wellness company keyed into everyday hobbies and West Coast vibes as part of its first national campaign.

    By • Aug. 12, 2022
  • Screenshot of a Frida Baby ad that features an upset baby with green mucus coming out of its nose
    Image attribution tooltip
    Retrieved from Frida Baby on July 28, 2022
    Image attribution tooltip
    Column

    Campaign Trail: Frida Baby animates user reviews of messy parenthood realities

    For its first TV spots, the baby brand partnered with World Famous to create a campaign reflective of the same colorful, no-nonsense approach of its products.

    By • July 29, 2022
  • Several out-of-home advertisements as part of Eos' latest campaign
    Image attribution tooltip
    Courtesy of Eos
    Image attribution tooltip
    Column

    Campaign Trail: Eos normalizes all types of shaving from 'treasure trails' to 'toe toupées'

    Videos juxtapose soft-focus fantasies with authentic shaving experiences, while attention-grabbing OOH ads carry messages like "Your mom has a mustache."

    By • July 15, 2022
  • Image attribution tooltip
    Courtesy of The Body Shop
    Image attribution tooltip
    Column

    Campaign Trail: The Body Shop weaponizes graphics to take on anti-LGBTQ bills

    Agency Odysseus Arms used a creative and strategic method called Third3ye to better integrate consumer insights into the campaign to ensure authenticity.

    By • July 1, 2022
  • Image attribution tooltip
    Courtesy of Liquid Death
    Image attribution tooltip
    Column

    Campaign Trail: Liquid Death pranks taste testers with pricey — but disgusting — beverages

    The edgy brand blindfolded real people and had them compare flavored water to high-priced liquids like squid ink and lobster Béarnaise sauce.

    By • June 17, 2022
  • Ja Morant and Lil Baby in a Beats by Dre spot
    Image attribution tooltip
    Courtesy of Beats by Dre
    Image attribution tooltip
    Column

    Campaign Trail: Beats by Dre showcases crossover between basketball, hip-hop and ads

    Translation tapped NBA All Star Ja Morant and rapper Lil Baby to reimagine 20-year-old Reebok spots masterminded by agency founder Steve Stoute.

    By • June 3, 2022
  • Kevin Hart in an ad for C4 Energy
    Image attribution tooltip
    Courtesy of Nutrabolt
    Image attribution tooltip
    Column

    Campaign Trail: C4 Energy taps into Kevin Hart's versatility

    The multihyphenate star's ability to multitask is central to a campaign that fully aligns a celebrity ambassador, brand proposition and creative approach.

    By • May 20, 2022
  • Image attribution tooltip
    Courtesy of The Absolut Company
    Image attribution tooltip
    Column

    Campaign Trail: Malibu drinkers can 'do whatever tastes good' in a hyperreal world

    The Pernod Ricard brand teamed with Wieden+Kennedy for a neon-drenched spot that looks to make the summer mindset permanent.

    By • May 6, 2022
  • Veuve Clicquot, champagne ad
    Image attribution tooltip
    Courtesy of Veuve Clicquot
    Image attribution tooltip
    Column

    Campaign Trail: Veuve Clicquot savors small moments and 250 years

    "Good Day Sunshine" builds on the high-end brand's legacy while marking an attempt to bring its lux image somewhat down to earth.

    By • April 22, 2022
  • Logitech for Creators brand platform
    Image attribution tooltip
    Courtesy of Logitech for Creators
    Image attribution tooltip
    Column

    Campaign Trail: Logitech for Creators fosters community in debut brand platform

    "Together We Create" conveys how the brand envisions the future of online content creation and how it's attempting to nurture a niche community.

    By • April 8, 2022
  • Lululemon's March 2022 ad for first shoe line
    Image attribution tooltip

    Lululemon released a video as part of its campaign that features women running. The image was retrieved from the video on March 23, 2022.

    Image attribution tooltip
    Column

    Campaign Trail: Lululemon's poetic ode to women's feet

    A new ad celebrates the nuances of designing a shoe specifically for female runners, depicting the imperfect and "messy" experience of running.

    By • March 25, 2022
  • Ruggable's "Take the Floor" marketing campaign
    Image attribution tooltip
    Courtesy of Ruggable
    Image attribution tooltip
    Column

    Campaign Trail: Ruggable rejects restrictions in debut brand effort

    "Take the Floor" marks the DTC brand's first national campaign and emphasizes the freedom of being at home.

    By • March 11, 2022
  • Old Spice's deepfake ad starring Dolph Lundgren
    Image attribution tooltip
    Retrieved from Old Spice on February 24, 2022
    Image attribution tooltip
    Column

    Campaign Trail: Old Spice spoofs '80s action movies with deepfake ad

    Dolph Lundgren races around in sweat-inducing scenarios in several spots showcasing the Procter & Gamble brand's new antiperspirant. 

    By • Feb. 25, 2022
  • Lay's Super Bowl ad
    Image attribution tooltip
    Courtesy of Frito-Lay
    Image attribution tooltip
    Column

    Campaign Trail: Lay's Super Bowl return kicks off years-long creative roadmap

    Nodding to its 90-year history, the chip brand attempts to bring its purpose of delivering joy closer to the center of its marketing.

    By • Feb. 11, 2022
  • Image attribution tooltip
    Courtesy of The Coca-Cola Company
    Image attribution tooltip
    Column

    Campaign Trail: How Coke gives its 130-year-old logo contemporary flair

    Overlaying the 19th century script on richly hued cans balances nostalgia and modernity, a comforting reminder of Coca-Cola's iconic status.

    By • Jan. 28, 2022