Creative

  • An image from 8x8's AI-generated ad
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    Courtesy of 8x8
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    Column

    Campaign Trail: How a SaaS firm used AI to turn clients into ad stars

    Customer experience firm 8x8 transformed real-life clients into action heroes in ads created entirely with generative artificial intelligence tools.

    By • Sept. 5, 2025
  • LeBron James plays basketball in a Nike ad
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    Courtesy of Nike
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    Nike reframes ‘Just Do It’ as ‘Why Do It?’ to engage next-gen athletes

    The effort, created by longtime agency Wieden+Kennedy Portland, furthers the brand’s work to realign around sports and encourage young athletes.

    By • Sept. 4, 2025
  • Influencer Marketing Explore the Trendline➔
    Trendline

    Influencer Marketing

    Amid a surge in confidence and new platform approaches, brands continue to turn to influencers for fresh content that can reach online consumers.

    By Marketing Dive staff
  • Billboards of actress Sydney Sweeney is seen outside of an American Eagle store on August 01, 2025 in New York City.
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    Michael M. Santiago via Getty Images
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    American Eagle’s celebrity marketing drew outcry — and new customers

    The brand defended its controversial ads with Sydney Sweeney, claiming the campaign contributed to “unprecedented” customer acquisition.

    By • Sept. 4, 2025
  • Peach & Lily's New York City pop-up event celebrating its summer 2025 product launch.
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    Courtesy of Peach & Lily
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    Inside Peach & Lily’s unconventional influencer marketing strategy

    The skin care brand sent unbranded versions of its product to creators for a campaign that generated engagement five-times higher than previous efforts.

    By • Sept. 4, 2025
  • Checkers and Rally's meal
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    Courtesy of Checkers and Rally's
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    Why Checkers and Rally’s are keeping the pedal to the metal on value

    CMO Scott Johnson explains how the sister chains built on a brand platform created by Partners + Napier via a partnership with rapper GloRilla.

    By • Sept. 4, 2025
  • A man with a beard wearing a blue Modelo-branded varsity jacket and cowboy hat stands in an archway holding a case of beer.
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    Courtesy of Constellation Brands
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    Modelo doubles down on college football marketing to reach sports fans

    Representing a 20% jump in spend over last year, the brand’s latest campaign sees the return of The Recruiter, a character on the hunt for diehard fans.

    By • Sept. 4, 2025
  • Close-up of a mobile phone recording a young woman vlog preparing salad in kitchen at home
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    FG Trade Latin via Getty Images
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    Deep Dive

    How legacy CPG brands can crack the social-first marketing code

    Ten-figure acquisitions, new agency experiments and organizational changes are underway, but the real key may be relinquishing a sense of control.

    By • Sept. 3, 2025
  • NFL players Josh Allen and Justin Jefferson sit at a tailgate in a parking lot wearing blue Pepsi jumpsuits
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    Permission granted by Pepsi
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    Pepsi’s latest NFL blitz underscores larger marketing shift at soda giant

    New ads star Josh Allen and Justin Jefferson as Crashers who swap rival sodas for Pepsi, a concept that will be translated to real tailgate experiences.

    By • Updated Sept. 3, 2025
  • Sabrina Carpenter, wearing a black dress, sits on a grand piano in a black-and-white ad for Johnnie Walker
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    Permission granted by Diageo
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    Johnnie Walker strikes a bolder note with Sabrina Carpenter partnership

    Announced around the release of the singer’s new album, the multiyear pact is part of the whisky maker’s efforts to better appeal to young consumers.

    By • Sept. 2, 2025
  • Feet on shoeboxes in a DSW Designer Shoe Warehouse ad
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    Courtesy of DSW Designer Shoe Warehouse
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    How DSW’s new brand platform showcases the fun of in-person shopping

    Created with Crispin, “Let Us Surprise You” celebrates the in-store experience, as the shoe retailer does 70% of its business in person.

    By • Sept. 2, 2025
  • Depop campaign imagery for "Where Taste Recognizes Taste”
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    Courtesy of Depop
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    Depop eyes larger US presence with ads touting style ‘Depopelgangers’

    The online fashion reseller’s “Where Taste Recognizes Taste” campaign spans OOH, CTV, audio and paid social across TikTok, Meta and Pinterest.

    By • Sept. 2, 2025
  • Jägermeister's "Ice Cold Justice" game
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    Courtesy of Jägermeister
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    Jägermeister defends ice-cold shots with arcade-inspired video game

    Alongside the brand’s Stag mascot, players of the web-based game must defeat “anti-fun bad guys” looking to impede on a night of drinking. 

    By Aaron Baar • Aug. 28, 2025
  • Archer campaign
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    Courtesy of Archer
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    Archer’s first national ad campaign pledges to ‘Stick to Real’

    The meat snack maker founded in 2011 is building off an extensive brand refresh and 90% surge in sales with ads that challenge modern absurdity. 

    By • Updated Aug. 28, 2025
  • Travis Kelce for American Eagle
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    Courtesy of American Eagle
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    American Eagle’s Travis Kelce collab extends celebrity-led marketing streak

    A capsule collection with the NFL star’s Tru Kolors brand features high-impact outdoor, podcast and social media buys.

    By • Aug. 27, 2025
  • Philadelphia Eagles running back Saquon Barkley for Little Caesars
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    Courtesy of Little Caesars
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    Little Caesars dials up NFL marketing with deals, co-branded campaign

    The pizza chain is also flexing partnerships with football stars like Saquon Barkley for its fourth year as the Official Pizza Sponsor of the league.

    By • Aug. 26, 2025
  • Jon Hamm for BetMGM
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    Courtesy of BetMGM
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    BetMGM’s CMO on how its brand repositioning unites gaming, entertainment

    To separate from the pack, the sports-betting platform is launching a Las Vegas-inspired brand refresh with ads starring Jon Hamm.

    By • Aug. 26, 2025
  • CarMax band in ad
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    Courtesy of CarMax
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    CarMax ditches longtime tagline, repositions brand around omnichannel

    The “pivotal” brand shift includes ads featuring a comedic house band singing about how CarMax lets customers shop the way they “wanna.”  

    By • Aug. 25, 2025
  • A woman holds a smartphone with the White Castle loyalty program prominently displayed
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    Courtesy of White Castle
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    White Castle sponsors NIL-focused podcast to engage football fans

    The series hosted by sibling football standouts Caleb and Josh Downs will unpack viral trends and the intricacies of brand building.

    By • Aug. 25, 2025
  • Downy's cover art for its "Almost Scandalously Soft Stories" campaign.
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    Courtesy of Downy
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    Downy tells ‘Almost Scandalously Soft Stories’ for Spotify campaign

    The P&G brand is tapping into the growing popularity around audiobook romances with four stories that position freshness as a sensorial escape.

    By Aaron Baar • Aug. 21, 2025
  • A giant black RXBar with a gift card peeking out of the top of the packaging stands in a glossy rendition of an airport gate.
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    Permission granted by Kellanova
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    RXBar, Hidden Valley see marketing opportunity in summer travel chaos

    The packaged foods brands are running separate promotions that help cover the costs of flying and canceled trips amid a busy season. 

    By • Aug. 21, 2025
  • Gap's "Better in Denim" campaign with Katseye
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    Courtesy of Gap
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    Gap dances with Katseye to ‘Milkshake’ for denim-focused fall campaign

    “Better in Denim” nods to the early aughts and return of low-rise denim and will span social media, in-store, influencer partnerships and more. 

    By • Updated Aug. 19, 2025
  • A person with long blond hair smiles, sitting sideways in a director-style chair. Water and far-off trees are in the background.
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    Courtesy of HeyDude
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    Crocs appoints 2 new CMOs to level up creative strategy: WWD

    Crocs and Heydude are getting new marketing chiefs as they double down on storytelling, with the latter looking to build on a brand awareness bump.

    By • Aug. 18, 2025
  • Applebee's Ultimate Trio on a football field
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    Courtesy of Applebee's
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    How Applebee’s sharper marketing turned around sales ahead of NFL season

    The casual dining chain recently achieved positive same-store sales growth for the first time in two years, Dine Brands CEO John Peyton explains.

    By • Aug. 18, 2025
  • 818 Tequila's 818 Mini bottles
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    Courtesy of 818 Tequila
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    Q&A

    Why 818 Tequila is using fashion to tap into Gen Z’s ‘little treat’ craze

    CMO Kathleen Braine explains how the Kendall Jenner-founded brand is channeling Labubus and lip gloss keychains to launch its new 818 minis. 

    By • Aug. 18, 2025
  • Collaborative Reese's-Oreo products sit in front of a blue-orange background
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    Retrieved from Reeses YouTube on August 15, 2025
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    Reese’s responds to Taylor Swift album news with advertising agility

    The brand created an ad referencing the pop star’s new “Orange Era” in under a day and has quickly racked up millions of views on YouTube.

    By • Aug. 15, 2025