Creative: Page 8

  • Director Dave Laden watching a video monitor
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    Courtesy of Mondelez International
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    Oreo sets Super Bowl return a decade after watershed Twitter play

    The Mondelez cookie brand’s speedy response to a power outage in 2013 is enshrined as one of the great big game marketing moments.

    By • Dec. 20, 2023
  • Three images side by side, an image of hands with rings weaving, bottles of Zacapa and someone holding a glass of rum.
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    Courtesy of Diageo
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    Zacapa rum highlights female empowerment in 1st global campaign

    “Lips to Soul” will be supported by out-of-home activations, primarily Facebook and Instagram paid social media advertising, events and TV in select markets.

    By • Dec. 20, 2023
  • Multiracial friends with face masks using tracking app with mobile smart phones. Explore the Trendline➔
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    ViewApart via Getty Images
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    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
  • Target content on the Las Vegas Sphere
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    Courtesy of Target
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    Target brings dog mascot Bullseye to Las Vegas Sphere for holiday blitz

    The largest version of the Bull Terrier character yet is joined by an 11-story gingerbread Target for the snowglobe-inspired takeover.

    By • Dec. 19, 2023
  • NBA stars Nikola Jokić and Peyton Watson are pictured walking together
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    Courtesy of Expedia
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    Hotels.com recruits NBA stars to promote mobile app, loyalty program

    A new “Hotel like a Pro” campaign highlights Nikola Jokić and Jimmy Butler’s “hotel hacks” and includes an integration with the NBA2K video game.

    By • Dec. 19, 2023
  • The welcome screen for OpenAI's ChatGPT app is displayed on a laptop screen
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    Leon Neal via Getty Images
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    Gartner: 20% of brands to go ‘acoustic’ amid rising generative AI concerns

    One-fifth of brands will lean into being AI-free as a point of differentiation, a trend that contrasts with CMOs’ growing investments in the tech field.  

    By • Dec. 18, 2023
  • A young girl in football gear
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    Courtesy of Dove
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    Dove returns to Super Bowl for 1st time in 18 years

    The 30-second spot follows a previously announced partnership with Nike around coaching tools that build body confidence in girls.

    By • Dec. 18, 2023
  • Elf on Roblox via Warner Bros
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    Courtesy of Fairview Portals
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    Warner Bros. marks 20 years of ‘Elf’ with Roblox experience

    Made with Fairview Portals and Supersocial, the experience invites players into Santa’s workshop and features several nods to the iconic holiday film.

    By • Dec. 18, 2023
  • Trivago brand refresh materials on mobile devices
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    Courtesy of Trivago
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    Trivago introduces brand refresh with ads localized with help from AI

    The company enlisted agency DesignStudio for the overhaul, with a focus on its metasearch capabilities and an unfussy, upbeat demeanor.

    By • Dec. 15, 2023
  • A spokesperson with a gingerbread person and a Snyder's pretzel cabin
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    Courtesy of Campbell Soup Company
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    Column

    Campaign Trail: Snyder’s pretzels save gingerbread people from houses made of themselves

    The effort includes a PSA-style spot for YouTube and social video that riffs on a macabre observation about a longstanding holiday tradition.

    By • Dec. 15, 2023
  • An image promoting Zynga's mobile gaming tie-up with Warner Bros. Pictures around the "Wonka" film.
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    Courtesy of Warner Bros. Pictures
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    Warner Bros. levels up ‘Wonka’ with Zynga mobile gaming play

    Integrations with four of the game publisher’s titles, including Words With Friends 2, tout in-game challenges and film content.

    By Aaron Baar • Dec. 14, 2023
  • The Doritos x Empirical nacho cheese spirit bottle paired next to a glass with a Dorito chip garnish
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    Permission granted by PepsiCo Design & Innovation
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    Doritos looks to disrupt spirits category with nacho cheese-flavored drink

    Working with spirits marketer Empirical, the Frito-Lay brand was able to distill the taste and smell of one of its most popular snack products.

    By • Dec. 14, 2023
  • M&M's spokecandies on a football field
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    Courtesy of Mars, Incorporated
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    M&M’s returns to Super Bowl after controversy-courting stunt

    The Mars brand leans into purpose after its spokescandies took an “indefinite pause” before its last Super Bowl spot, causing confusion.

    By • Dec. 14, 2023
  • a MoonPie OOH advertisement near a sign for Roswell, NM
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    Courtesy of MoonPie
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    Forget Gen Z: MoonPie targets extraterrestrials in need of a treat

    Following July’s congressional hearings on UAPs, the snack brand and AOR Tombras devised outdoor ads that allegedly can only be read by aliens.

    By • Dec. 13, 2023
  • Frito-Lay My Joy campaign still
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    Courtesy of Frito-Lay
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    Frito-Lay reaffirms commitment to diverse creators with new campaign

    Created with Michael B. Jordan’s agency Obsidianworks, “My Joy” highlights rising creators and will run on platforms including Meta and YouTube.

    By • Dec. 12, 2023
  • Oscar Mayer and Mint Mobile's campaign imagery for the "Side of Bacon" campaign.
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    Courtesy of Oscar Mayer
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    Oscar Mayer, Mint Mobile dole out free bacon for national campaign

    “A Side of Bacon” will offer free bacon to consumers who purchase a three-month wireless plan and also includes tie-ups with businesses nationwide.

    By • Dec. 12, 2023
  • Pizza Hut launches “Reverse Delivery” doormat to award pizza to delivery drivers.
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    Courtesy of Pizza Hut
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    Pizza Hut celebrates delivery drivers with QR code doormat and free pizza

    Delivery drivers who see the Reverse Delivery doormat displayed on a doorstep can scan the QR code to receive a courtesy pizza.

    By • Dec. 11, 2023
  • A person stands in front of a camera recording themselves
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    Phynart Studio via Getty Images
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    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.
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    Courtesy of Anheuser-Busch InBev
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    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
  • Team Whistle and State Farm launch football focused episodes of "Home Team."
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    Courtesy of Team Whistle
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    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.
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    Illustration: Derek Abella for Industry Dive

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    Tracker

    Super Bowl LVIII: Tracking every ad

    The details on every big game spot, from Temu's three-peat appearance to Verizon's tie-up with Beyoncé to tease the star's upcoming album.

    By Marketing Dive staff • Dec. 6, 2023
  • Jar of Hellmann's on football field
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    Courtesy of Hellmann's
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    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
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    Courtesy of Coca-Cola
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    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
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    Courtesy of Globant
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    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.
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    Courtesy of Anheuser-Busch InBev
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    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
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    Courtesy of Domino's Pizza
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    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