Creative: Page 19
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Permission granted by Nike
Nike kicks off marketing comeback with gritty Olympics ads
Wieden + Kennedy Portland created spots probing qualities that motivate sporting greats like an obsession with power and an inability to be satisfied.
By Peter Adams • July 22, 2024 -
Courtesy of Maximum Effort
How Heinz, Heineken and other brands got their claws into ‘Deadpool & Wolverine’
Maximum Effort’s George Dewey explains how the agency approaches brand partnerships and why the film series is not “ashamed” of advertising.
By Chris Kelly • July 22, 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 -
Courtesy of Boost Mobile
Boost Mobile challenges telecom’s big 3 with brand repositioning, campaign
The wireless carrier is unifying its prepaid and postpaid services under a single brand name and marking the effort with a new look and comedic ads.
By Aaron Baar • July 18, 2024 -
Courtesy of Kraft Heinz
Heinz swaps ‘Deadpool & Wolverine’ for condiments in meta movie tie-in
The color of the superheroes’ outfits inspired a campaign that includes fourth-wall-breaking ads and collectibles for decorating condiment bottles.
By Sara Karlovitch • July 17, 2024 -
Courtesy of Audible
Audible brings storybooks to life with innovative global AR campaign
The out-of-home ads leverage GroupM’s WinDOOH technology to transport consumers to fantastical worlds without the use of a mobile device.
By Jessica Hammers • July 17, 2024 -
Courtesy of Mountain Dew
Why Mountain Dew introduced the Mountain Dude to refresh ‘Do The Dew’
Crafted by Goodby Silverstein & Partners, a new campaign features a stylish brand character and a call for consumers to get off their… donkeys.
By Chris Kelly • Updated July 15, 2024 -
Courtesy of Citroën
ColumnCampaign Trail: Citroën’s revolution liberates electric vehicles from elites
The Stellantis automaker updated the French Revolution with an anachronistic spot from agency BETC that recalls Sofia Coppola’s “Marie Antoinette.”
By Chris Kelly • July 12, 2024 -
Courtesy of CeraVe
Deep Dive6 campaigns that signaled a creative resurgence in H1 2024
As marketers emerged from two strenuous years, innovative media strategies and bets on buzzy technology like generative AI stood apart from the pack.
By Peter Adams , Jessica Hammers • July 10, 2024 -
Courtesy of Ocean Spray
Deep DiveWhy marketers keep refreshing brands instead of betting on splashy ads
The widespread appetite for brand building is evident in how rebrands continue to proliferate alongside an advertising upswing.
By Chris Kelly • July 10, 2024 -
Courtesy of Coca-Cola
Coke’s Summer Olympics campaign celebrates unifying power of hugs
“It’s Magic When the World Comes Together” encourages people to embrace, even in rivalry, and was developed over 18 months with WPP Open X.
By Peter Adams • July 10, 2024 -
Courtesy of Etsy
Etsy addresses anxiety over AI, mass manufacturing with new brand mission
Real Etsy sellers are highlighted in ads that complement policy changes that aim to more strongly enforce a human touch on product listings.
By Peter Adams • July 9, 2024 -
Courtesy of Taco Bell
Taco Bell opens ‘early retirement’ community in latest experiential play
Available exclusively for rewards members, The Cantinas offers senior-inspired recreation and recalls the brand’s groundbreaking pop-up hotel.
By Chris Kelly • July 9, 2024 -
Courtesy of Häagen-Dazs
Häagen-Dazs taps indie Nice&Frank as creative AOR, plots Super Bowl debut
The ice cream brand positioned the big-game buy as the next step of a “That’s Dazs” campaign that is a key part of its outreach to young consumers.
By Peter Adams • July 8, 2024 -
Courtesy of Tito’s
Tito’s research-backed campaign showcases the joys of staycations
While other spirit brands focus on tropical getaways, Tito’s is embracing the many positives of being at home.
By Sara Karlovitch • July 8, 2024 -
Courtesy of Bic
BIC gears up for Olympics, back-to-school with celeb-focused efforts
The brand reteams with Snoop Dogg and Martha Stewart and enlists Charlie Puth for efforts timed to major periods for ads and sales.
By Chris Kelly • July 8, 2024 -
Permission granted by Kind Snacks
Kind brings lighter touch to healthy snack marketing in brand refresh
New CMO Osher Hoberman said a prior purpose-led marketing strategy was too fragmented to align with the commercial opportunity.
By Peter Adams • Updated July 11, 2024 -
Courtesy of Dove
Dove CMO who built brand’s purpose marketing bona fides departs
Alessandro Manfredi is leaving Unilever after over two decades as the type of purpose-driven marketing he helped define is increasingly challenged.
By Peter Adams • July 3, 2024 -
Justin Sullivan via Getty Images
Hasbro’s early adoption of Prime Video ads helps reel in new buyers
Successful campaigns for Peppa Pig and Play-Doh lend credence to Amazon’s bigger pitch around its upper-funnel advertising capabilities.
By Peter Adams • July 3, 2024 -
Courtesy of McDonald’s USA
McDonald’s links with anime series for app-exclusive sauce
The chain’s collaboration with “Jujutsu Kaisen” to launch its Special Grade Garlic Sauce also includes a tie-up with anime streaming service Crunchyroll.
By Jessica Hammers • July 3, 2024 -
Permission granted by Hoka
Hoka’s latest avian-themed ads look to shore up favor among runners
New ads from Anomaly spotlight runners of all levels of intensity in the French Alps, where the disruptor brand was founded.
By Peter Adams • July 2, 2024 -
Courtesy of The Kraft Heinz Company
Philadelphia cream cheese spreads original song across streaming, TikTok
The Kraft Heinz brand prepares for the Fourth of July with a radio-ready jingle, “Land of the Cream Cheese,” by rising country star Travis Yee.
By Chris Kelly • July 2, 2024 -
Courtesy of Motorola
Motorola walks the runway with entirely AI-generated campaign
To promote new folding smartphones powered by artificial intelligence, the firm used different tools to create phone-inspired fashions for virtual models.
By Chris Kelly • July 1, 2024 -
Courtesy of PVH Corp.
Deep DiveCalvin Klein’s Jeremy Allen White ads turned heads, but the biggest impact may be to the brand’s image
“The Bear” star’s images generated $74 million in media impact value amid a years-long effort by holding company PVH to make the line more desirable.
By Laurel Deppen • June 27, 2024 -
Courtesy of Coors Light
Coors Light will bury its latest Patrick Mahomes ad in a time capsule
The latest video and stunt from the Molson Coors flagship toys with NFL rules about players promoting beer.
By Chris Kelly • June 26, 2024 -
Courtesy of Toys R Us
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 Chris Kelly • June 25, 2024
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