Creative


  • A person stands in front of a camera recording themselves
    Image attribution tooltip
    Phynart Studio via Getty Images
    Image attribution tooltip

    Advertisers will ramp up spend on creators in 2024, IAB forecasts

    Growth in digital video consumption is being driven by consumer interest in creator content, per a new report from the IAB and TalkShoppe.

    By Dec. 7, 2023
  • Three people sit on a bench on the beach.
    Image attribution tooltip
    Courtesy of Anheuser-Busch InBev
    Image attribution tooltip

    AB InBev’s Kona Big Wave addresses toxic surf culture in new campaign

    “Share the Big Waves” includes a QR code activation and three-minute video that attempts to unpack perceptions around surf culture.

    By Dec. 7, 2023
  • Multiracial friends with face masks using tracking app with mobile smart phones. Explore the Trendline
    Image attribution tooltip
    ViewApart via Getty Images
    Image attribution tooltip
    Trendline

    The Marketing Dive Outlook on 2022

    Despite continued uncertainty, the past two years have provided plenty of lessons for marketers looking for a way forward. Read on for the trends and topics that could shape the industry in 2022.

    By Marketing Dive staff
  • Team Whistle and State Farm launch football focused episodes of "Home Team."
    Image attribution tooltip
    Courtesy of Team Whistle
    Image attribution tooltip

    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 Dec. 6, 2023
  • An illustration depicts a soda bottle in a football field surrounded by various size eyes.
    Image attribution tooltip

    Illustration: Derek Abella for Industry Dive

    Image attribution tooltip
    Tracker

    Super Bowl LVIII: Tracking every ad

    Pringles will appear in the big game for the seventh consecutive year with a spot that will showcase a “playful, new direction” for the Kellanova brand.

    By Marketing Dive staff • Dec. 6, 2023
  • Jar of Hellmann's on football field
    Image attribution tooltip
    Courtesy of Hellmann's
    Image attribution tooltip

    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 Updated Dec. 5, 2023
  • An AI-generated astronaut holds a bottle of Coca-Cola
    Image attribution tooltip
    Courtesy of Coca-Cola
    Image attribution tooltip

    What Coca-Cola’s generative AI experiments mean for the brand’s future

    Selman Careaga, president of the global Coca‑Cola category, detailed how the brand balances artificial and human intelligence.

    By Dec. 5, 2023
  • Globant and Gut co-founders
    Image attribution tooltip
    Courtesy of Globant
    Image attribution tooltip

    Globant’s deal for Gut points to challenges facing independent agencies

    While Gut has been a breakout creative success, its acquisition by the technology consultancy underscores how crucial deep digital know-how is.

    By Aaron Baar • Dec. 4, 2023
  • Peyton Manning and Emmitt Smith stand together holding cans of Bud Light.
    Image attribution tooltip
    Courtesy of Anheuser-Busch InBev
    Image attribution tooltip

    Bud Light teams with NFL legends on ad for Super Bowl LVIII giveaway

    A new ad starring Peyton Manning and Emmitt Smith timed to the NFL playoffs kicks off the brand’s biggest Super Bowl ticket giveaway to date.

    By Dec. 4, 2023
  • A Domino's branded plow in the snow
    Image attribution tooltip
    Courtesy of Domino's Pizza
    Image attribution tooltip
    Q&A

    Why Domino’s is awarding half a million dollars in snow plowing grants

    Chief Brand Officer Kate Trumbull explained how the chain’s latest effort shows off an “experienced by few, seen by many” ethos.

    By Dec. 4, 2023
  • A giant Bath & Body Works candle on the streets of New York City
    Image attribution tooltip
    Courtesy of Bath & Body Works
    Image attribution tooltip

    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 Dec. 1, 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
  • Mars Wrigley Canada's "Study Beats" program featuring a person with headphones studying. The program includes ASMR content meant to relieve studying stress.
    Image attribution tooltip
    Courtesy of CNW Group/Mars, Incorporated
    Image attribution tooltip

    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
  • Members of the 2023 Gillette Gaming Alliance.
    Image attribution tooltip
    Courtesy of Gillette
    Image attribution tooltip

    Gillette encourages gamers to ‘hit reset’ for global campaign

    The marketer’s long-running Gillette Gaming Alliance will be active on Twitch, YouTube and social media to share gaming content and grooming tips.

    By Nov. 30, 2023
  • Animated characters the Geico Gecko and Netflix's Leo hold coffee cups
    Image attribution tooltip
    Courtesy of Netflix
    Image attribution tooltip

    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 Nov. 30, 2023
  • Three images showing The Cargo Cram Game
    Image attribution tooltip
    Courtesy of Uber
    Image attribution tooltip

    Toyota stresses shared moments, utility in ads across Uber Eats, ride apps

    The 2024 Toyota Grand Highlander has a branded storefront on Uber Eats while a playable ad in Uber’s ride app lets users fill up the car’s trunk.

    By Nov. 29, 2023
  • Grimace McDonald's
    Image attribution tooltip
    Courtesy of McDonald's USA
    Image attribution tooltip
    Deep Dive

    How the best marketing campaigns of 2023 mastered pop culture nostalgia

    Brands faced a preponderance of global challenges this year and opted for a familiar playbook as the industry arrives at a crossroads.

    By , , Nov. 29, 2023
  • A couple carrying Walmart bags in the retailer's new shoppable holiday content series.
    Image attribution tooltip
    Permission granted by Walmart
    Image attribution tooltip

    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 Nov. 28, 2023
  • Mars recycles an old M&Ms ad to promote net-zero progress
    Image attribution tooltip
    Courtesy of Mars, Incorporated
    Image attribution tooltip

    Mars recycles old ads for M&Ms, Twix to promote net-zero progress

    The campaign reanimates popular spots with new messages about climate action and will run across Meta, YouTube and OOH channels.

    By Nov. 28, 2023
  • Pop-Tarts unveils college football’s first edible mascot at the brand's inaugural bowl game
    Image attribution tooltip
    Courtesy of Kellanova
    Image attribution tooltip

    Pop-Tarts unveils edible mascot for inaugural bowl game

    The brand also launched an interactive “Prop-Tarts” experience to dole out free Pop-Tarts to consumers who correctly predict elements of the game.

    By Updated Dec. 6, 2023
  • A customer walks by a Pride Month merchandise display at a Target store on May 31, 2023 in San Francisco,
    Image attribution tooltip
    Justin Sullivan/Getty Images via Getty Images
    Image attribution tooltip
    Deep Dive

    Brand backlash: Are 2023’s epic marketing fails part of a bigger problem?

    High-profile controversies have sent a chilling effect across an industry facing down another contentious election year and crusades against “wokeness.”

    By Nov. 28, 2023
  • Las Vegas Convention and Visitors Authority Super Bowl
    Image attribution tooltip
    Courtesy of Las Vegas Convention and Visitors Authority
    Image attribution tooltip

    Las Vegas spurs excessive celebration at Super Bowl with new campaign

    Made with agency R&R partners, “Excessive Celebration Encouraged” sees Chad "Ochocinco" Johnson recreate infamous touchdown celebrations.

    By Nov. 27, 2023
  • Honda Wall of Dreams
    Image attribution tooltip
    Courtesy of Honda
    Image attribution tooltip

    Honda’s interactive AR murals showcase EVs for holiday shoppers

    OOH activations at two outdoor shopping centers use “sky segmentation” technology to integrate digital content with the sky.

    By Aaron Baar • Nov. 27, 2023
  • Macy's Thanksgiving Day Parade
    Image attribution tooltip
    Courtesy of NBCUniversal
    Image attribution tooltip

    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 Nov. 22, 2023
  • Jimmy Fallon and Jake from State Farm
    Image attribution tooltip
    Courtesy of State Farm
    Image attribution tooltip

    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 Nov. 21, 2023
  • Coca-Cola holiday campaign
    Image attribution tooltip
    Courtesy of Coca-Cola
    Image attribution tooltip

    12 holiday campaigns embodying the seasonal spirit of 2023

    Brands are approaching advertising in a variety of ways during a period when economic uncertainty has replaced pandemic-era concerns.

    By Nov. 21, 2023