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 Jessica Deyo • Dec. 7, 2023

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 Sara Karlovitch • Dec. 7, 2023

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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

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 Chris Kelly • Dec. 6, 2023

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

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 Peter Adams • Updated Dec. 5, 2023

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 Chris Kelly • Dec. 5, 2023

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

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 Jessica Deyo • Dec. 4, 2023

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 Chris Kelly • Dec. 4, 2023

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 Peter Adams • Dec. 1, 2023

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 Chris Kelly • Dec. 1, 2023

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

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 Jessica Deyo • Nov. 30, 2023

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 Peter Adams • Nov. 30, 2023

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 Sara Karlovitch • Nov. 29, 2023

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 Chris Kelly , Sara Karlovitch , Jessica Deyo • Nov. 29, 2023

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 Peter Adams • Nov. 28, 2023

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 Chris Kelly • Nov. 28, 2023

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 Jessica Deyo • Updated Dec. 6, 2023

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 Peter Adams • Nov. 28, 2023

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 Chris Kelly • Nov. 27, 2023

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

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 Peter Adams • Nov. 22, 2023

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 Peter Adams • Nov. 21, 2023

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 Chris Kelly • Nov. 21, 2023