Creative: Page 19


  • Toys R Us OpenAI
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    Courtesy of Toys R Us
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    Toys R Us creates first brand film to use OpenAI’s text-to-video tool

    The toy brand’s production arm partnered with agency Native Foreign to quickly create a film using Sora, which is only available to alpha testers.

    By June 25, 2024
  • Chili's BurgerTime
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    Courtesy of Chili's Grill & Bar
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    Chili’s arcade-inspired video game slams rising fast food prices

    Inspired by the cult classic BurgerTime, the game is meant to drive loyalty program sign-ups and serve as an outlet to vent frustration.

    By June 25, 2024
  • Trendline

    Consumer Packaged Goods

    If CPGs can adeptly adjust to emerging mandates, they have an opportunity to strengthen their brands.  

    By Marketing Dive staff
  • WPP logo
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    Courtesy of WPP
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    WPP promises brands ‘exponentially more content’ with AI Production Studio

    Ford and L’Oréal piloted the tool for quickly creating text, image and video assets with the aid of cutting-edge Nvidia technology.

    By June 24, 2024
  • A row of Pepsi Smart Cans and clear containers.
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    Permission granted by PepsiCo
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    PepsiCo experiments with Smart Cans, AI tech to improve personalization

    At Cannes Lions, the marketer showed off a new AI Hydration Coach for Gatorade and connected device for Pepsi inspired by its can shape.

    By June 24, 2024
  • A jet pilot crashes into a restaurant as part of a Carl's Jr campaign
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    Courtesy of Carl's Jr
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    How Carl’s Jr. is driving in-store visits with AI-fueled CTV advertising

    The QSR paired contextual targeting data with IRIS.TV’s private marketplace to engage young men with shared interests like anime and gaming.

    By Aaron Baar • June 21, 2024
  • Three friends embrace in Coca-Cola's "Spill" campaign
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    Courtesy of Coca-Cola
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    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
  • People walking past a department store entrance
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    Daphne Howland/Marketing Dive
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    Macy’s kicks off summer with first campaign under new CMO

    Developed with agency Mono, the effort is the retailer’s first big campaign since Sharon Otterman joined as chief marketer six months ago.

    By June 21, 2024
  • Christian Pulisic for Michelob Ultra and Puma
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    Courtesy of Michelob Ultra
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    Michelob Ultra goes for Copa América gold with biggest summer program ever

    The AB InBev brand’s “Summer of Team USA” push includes a new TV commercial, on-site activations and a merch partnership with Puma. 

    By June 18, 2024
  • Jameela Jamil poses as an anthropologist for E.l.f. Cosmetics' "Peculiar Behavior" campaign promoting its new Bronzing Drops.
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    Courtesy of E.l.f. Beauty
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    Why E.l.f. stepped into the wild for its latest entertainment play

    Chief Brand Officer Laurie Lam explains the social-listening inspiration behind the beauty marketer’s documentary-style “Peculiar Behavior” campaign.

    By June 18, 2024
  • Dunkin' Dunkin'tern campaign
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    Courtesy of Dunkin'
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    Dunkin’ readies celeb-heavy ‘intern’ class for summer of culture plays

    The chain released an EP on Spotify that features a song by *NSYNC's Joey Fatone and Backstreet Boys member A.J. McLean.

    By Updated July 12, 2024
  • Oscar Mayer bacon ad
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    Courtesy of Oscar Mayer
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    Oscar Mayer hacks fake ads to show off its bacon-smoking process

    Ads that feature sizzling bacon cut to seemingly unrelated lip gloss and men’s razor commercials before finally revealing the bacon is still being smoked.

    By June 17, 2024
  • An out-of-home ad featuring a Ben & Jerry's campaign
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    Courtesy of Ben & Jerry's
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    Ben & Jerry’s first ad campaign in years is a call for more activists

    Created with DCX Growth Accelerator, the effort calls out a variety of change-making causes even as other brands pull back on purpose-driven marketing.

    By June 13, 2024
  • Two people in Skyy Vodka campaign
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    Courtesy of Skyy Vodka
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    How Skyy vodka is reformulating disruption for a new generation

    A campaign running heavily on digital channels uses retro visuals and nostalgia to stand out while nodding to the brand’s marketing heritage.

    By Aaron Baar • June 13, 2024
  • A sign is posted at the Nvidia headquarters on May 25, 2022 in Santa Clara, California.
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    Justin Sullivan / Staff via Getty Images
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    Kantar: AI pivot helps fuel brand value growth following down year

    Chipmaker Nvidia grew brand value 178% this year while the enterprise tech and services category was the fastest gainer tracked by the firm. 

    By June 12, 2024
  • Vlad Guerrero Jr drinking Bodyarmor
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    Courtesy of Bodyarmor
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    Q&A

    How BodyArmor’s CMO is playing catch-up in the crowded hydration market

    Tom Gargiulo explains how the Coca-Cola brand is rolling out bottles with AR functionality that feature MLB and NFL athletes to engage with Gen Z.

    By June 12, 2024
  • Flavor Flav clock for Red Lobster
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    Courtesy of Red Lobster
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    Red Lobster says it’s ‘here to stay’ with Flavor Flav-led campaign

    The rapper-turned-reality-TV personality narrates new ad spots and an AR filter lets users virtually don his recognizable clock necklace.

    By June 11, 2024
  • man and women in front of camera at an online webinar
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    izusek via Getty Images
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    Omnicom consolidates global production under one banner

    Omnicom Production will be led by former Publicis Production Global CEO Sergio Lopez and is the holding company’s latest bid to streamline creativity. 

    By Aaron Baar • June 10, 2024
  • A group of people in a Dr Pepper ad
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    Courtesy of Dr Pepper
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    How Dr Pepper passed Pepsi by marketing around football, flavor innovation

    The 140-year-old soda brand has relied on investment, patience and agile marketing to become the number two soft drink in the U.S.

    By June 10, 2024
  • Ocean Spray Cranberries' new brand character, Johnny, appears in a still for the brand's latest creative under its new masterbrand "Just Add Cran."
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    Courtesy of Ocean Spray Cranberries, Inc.
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    Ocean Spray unveils ‘Just Add Cran’ campaign to fuel future creative

    The effort introduces a new brand character, Johnny, the “straight-shooter cousin” of the iconic farmer duo featured in the marketer’s past creative. 

    By June 10, 2024
  • Zendaya for sneaker brand On
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    Courtesy of On
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    On Running appoints Zendaya as brand partner in multiyear deal

    As legacy rivals like Nike face fresh pressures, On is looking to shore up its sport and fashion credibility with help from a major star. 

    By June 7, 2024
  • Two adults watch two children draw in an art-filled room
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    Courtesy of Crayola
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    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
  • Women as part of WACL's new campaign pushing for gender equality in advertising appear together.
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    Courtesy of WACL
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    Advocacy group taps creators to call for gender equality in ad industry

    Women in Advertising, Communications and Leadership’s new campaign asks women creators what representation in the industry means to them.

    By Aaron Baar • June 6, 2024
  • Givenchy Beauty's Roblox experience, the Givenchy Beauty House, overhauled in celebration of Pride Month.
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    Courtesy of Givenchy Beauty
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    Givenchy Beauty makes over Roblox space for Pride Month

    The luxury brand overhauled its space on the platform to feature rainbows, flags and a pop-up showcasing virtual wearables from LGBTQ+ designers.

    By June 6, 2024
  • J. Smith-Cameron and two actors in Jif's "The Merger" campaign
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    Courtesy of J.M. Smucker
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    Jif dips into ‘Succession’ to promote peanut butter, chocolate merger

    A short film starring J. Smith-Cameron documents a fictional deal between ​​The Peanut Butter Group and Chocolatey Corp. in the style of the HBO hit.

    By June 4, 2024
  • Two Toyota Camry cars in front of a music venue in a new ad
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    Courtesy of Toyota
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    Toyota turns review into music video for ‘vibe’-heavy Camry campaign

    The automaker’s campaign is the latest effort from T2, the multiagency model that brings together mainstream and multicultural marketing.

    By June 3, 2024