Welcome to the automated Brand Tracker diaries.
Obs tracked advertisement film after Himmelblå use in Bosse campaign
Source: https://www.kampanje.com/premium/matte-trekke-reklamefilm-etter-himmelbla-bruk/1016424
Goal: Promote Bosse character and increase brand recognition
Media: Television
Summary: The grocery chain Obs successfully launched a commercial featuring the Bosse character, played by Edward Schultheiss, known for his role in the popular Norwegian series 'Himmelblå'. They created a tribute film linking Bosse and 'Himmelblå', which initially surprised NRK, the channel broadcasting 'Himmelblå', as they were not informed about its use in advertising. The commercial was aired for three weeks but was pulled after two weeks due to discussions with NRK. Obs and WAL have worked together on advertising since 2022 and consolidated their agency services in early 2024.
The Department reacts to Schibsted’s advertising choices after privacy criticism
Source: https://www.kampanje.com/medier/staten-reagerer-pa-schibsted-grep/1016504
Goal: To introduce a new advertising payment model for users who opt out of data sharing
Claim: Users must pay to avoid personalized advertising
Media: Digital newspapers
Summary: Schibsted has introduced a controversial advertising model where users have to pay if they choose not to share their data while reading Schibsted newspapers. The Department's Security and Service Organization (DSS) criticized this policy, arguing it compels employees to pay to avoid personalized ads, raising concerns about privacy compliance. After backlash, Schibsted's communication chief stated they are working on a solution to allow employers to cover these costs for employees dodging personalized advertising.
Ads of the Week: 10 Campaigns That Caught Our Eye, From On to Reese’s
Goal: To inspire with Boston Marathon winner Hellen Obiri
Summary: This week highlights various notable advertising campaigns, including 'Race for the Feeling' by On, featuring Boston Marathon winner Hellen Obiri, alongside other campaigns from brands like Reese's, DoorDash, and Instacart.
Degree sweats it out with subway commuters for New York summer campaign
Goal: Engage NYC commuters during the summer heat
Claim: The Official Deodorant of the Hottest Commutes
Media: Out-of-home, social media, influencer partnerships
Summary: Degree has launched a hyperlocal campaign in partnership with the MTA to engage New York City commuters dealing with extreme summer heat. The campaign features rebranded subway stations with names like 'Sweat Central' and limited-edition deodorant sticks that offer free subway rides, using social listening to reflect genuine commuter experiences.
Meta touts industry-leading ad revenue growth, but AI unease rises
Goal: Enhance campaign performance via AI
Claim: AI investments are paying off, leading to faster revenue growth.
Media: Facebook, Instagram
Summary: Meta reported a 27% year-over-year growth in advertising revenue, totaling $59.4 billion in Q2. The company emphasized the positive impact of its AI initiatives, particularly its Advantage+ suite and Meta Generative Recommender, which enhance ad performance. Despite skepticism around AI spending and a disappointing Q3 revenue forecast, Meta aims to maintain its lead in digital advertising.
Amazon’s live sports land grab helps boost ad segment to $19.8B in Q2
Goal: To enhance advertising revenue through a multisport strategy
Claim: More engaged audience with higher spend and orders
Media: Prime Video, NFL, NBA, WNBA, NASCAR
Summary: Amazon's advertising segment reached $19.8 billion in Q2, driven by a successful multisport advertising strategy that significantly increases reach and engagement among viewers. New advertisers have been introduced to popular sports leagues, and the demand for advertisement space has surged. Additionally, Amazon's AI tools are helping brands reduce advertising costs.
Romson Wins the NK Assignment and Shows the Agency’s Potential
Source: https://www.resume.se/marknadsforing/reklam/sommarlasning-romsons-forsta-framgang-del-4/
Goal: To make a significant impact in the advertising industry.
Media: Subway
Summary: Romson wins the prestigious NK account, marking its first major success and showcasing the agency's potential. However, differing perspectives on the agency's creative ambitions and advertising approach begin to emerge among team members, particularly regarding the campaign's nature and the type of work they want to pursue.
Gemini Expands Google’s Ads Beyond Keywords
Source: https://www.media-marketing.com/vijesti/gemini-siri-googleove-oglase-izvan-kljucnih-rijeci/
Goal: To enhance advertisement relevance through understanding user intent
Claim: Gemini interprets user queries in nuanced ways
Media: Online advertising, AI-driven advertising tools
Summary: Google is expanding its advertising capabilities through the Gemini model, which understands the meaning behind user queries, particularly in long-tail searches. By analyzing user intent, ads can be better matched to queries, leading to improved ad relevance and a projected 20% increase in the display of highly relevant ads. The company is also leveraging AI Max to automate search campaigns, resulting in measurable increases in conversions and lower costs per lead for advertisers. Overall, these advancements aim to monetize previously unmanageable search queries and enhance the effectiveness of online ads.
Drivers of Innovation: Why AI is the New Voice of Audi Advertising
Source: https://www.horizont.net/medien/nachrichten/ki-die-neuestimmeder-werbung-235222
Goal: To leverage AI for innovative advertising solutions
Claim: AI is the new voice of advertising
Media: Audio advertising channels
Summary: The article discusses how Audi is adopting artificial intelligence as a transformative element in their advertising strategies. It highlights the role of AI in enhancing customer engagement and creating more personalized advertising experiences.
ThinkTV’s 17 Second Challenge: ‘Great ideas can come from anywhere’
Source: https://stoppress.co.nz/news/media/think-tvs-17-second-challenge-great-ideas-can-come-from-anywhere/
Goal: Showcase creative talent in New Zealand's media agencies
Claim: Great ideas can come from anywhere
Media: TVNZ, Sky
Summary: ThinkTV's inaugural 17 Second Challenge celebrated creative talent from New Zealand's media agencies by inviting teams to develop the opening 17 seconds of an advertising campaign. PHD emerged as the winner with their entry 'What the…?!', showcasing how creativity can come from various roles within the industry. The winning entries will be featured in ThinkTV’s larger campaign, promoting the significance of attention on television.
BeReal unveils ‘Real Card’, a premium advertising format with Crédit Agricole
Goal: To introduce a premium advertising format
Summary: BeReal has launched a new premium advertising format called 'Real Card' in collaboration with Crédit Agricole. The initiative aims to enhance advertising offerings on the platform.
Ángel Rosario: “The advertising of the future will not only be the one that interrupts better, but the one that interprets better”
Goal: To integrate the purchase of a car into everyday conversations
Claim: A campaign that understands buying a car is more than just a transaction
Media: WhatsApp
Summary: Ángel Rosario, CCO of Switch Havas, highlights two notable campaigns for Banreservas that illustrate the agency's creative philosophy. The first, 'La movida inteligente,' successfully uses WhatsApp to engage with cultural practices in car buying in the Dominican Republic. The second, 'Hola, soy la República Dominicana,' transforms the national brand into a more humane and memorable presence, showcasing local ideas that compete on an international standard. The article emphasizes the need for depth in advertising amidst the abundance of data and tools.
Lines Advertising: Matilde Gioli and Giulia Stabile in the New TV Spots
Goal: To break down barriers and prejudices about menstruation
Media: TV, Spotify radio, social media, digital
Summary: The new advertising campaign by Lines, titled 'Le CoinquiLines', aims to tackle the barriers surrounding menstruation through the perspectives of two young women living together. With testimonials from actress Matilde Gioli and dancer Giulia Stabile, the campaign will air until June in various TV spots addressing the everyday challenges associated with menstruation. The initiative will also include a multichannel strategy featuring social media and digital content along with a multi-subject radio campaign on Spotify. The campaign emphasizes Lines' commitment to supporting women and fostering open discussions about menstrual health.
New Balance filmed a slow-paced ad for a boot made for speed
Goal: To convey that becoming a fast football player takes time and cannot be rushed.
Claim: A fast football player cannot be made overnight.
Media: Film, social media
Summary: New Balance Football launched the 'Can’t Be Rushed' campaign for their new Furon football boot, emphasizing that while the boot is designed for speed, becoming a fast player requires time and practice. The film features Yan Diomandé training without rush, showcasing individual effort rather than explosive play. The campaign promotes the idea of appreciating the simple joy of practice.
Karen Preston Set to Leave Mediahuis Ireland in October
Source: https://www.adworld.ie/2026/07/29/karen-preston-set-to-leave-mediahuis-ireland-in-october/
Goal: To promote the Irish language and cultural events
Claim: An Post Proud Sponsors of Seachtain Podcast
Media: Podcast
Summary: Karen Preston is set to leave her role as chief commercial officer of Mediahuis Ireland, where she contributed significantly to the company's digital transformation and commercial strategy. Mediahuis recently achieved recognition at the Media Awards, securing Gold for Media Brand of the Year and Best Use of Irish Language, among other accolades.
Try launches the AI platform Svipp for advertising in social and Norwegian media
Source: https://www.kampanje.com/premium/try-lanserer-ki-drevet-annonseplattform/1016240
Goal: To provide a fast and accessible advertising production platform for both large brands and local businesses.
Claim: Go from need to published campaign in under ten minutes.
Media: Social media and editorial-controlled media
Summary: Try has launched the AI-driven advertising platform 'Svipp', allowing advertisers to create and publish their ads on both social media and editorial-controlled media. Already in use by brands like Mestergruppen and Vipps, Svipp aims to enable more control and faster production for both large brands and local businesses. The platform caters to single brands with their own channels as well as organizations with multiple entities, capturing the need for efficiency in campaign creation while also including Norwegian editorial media.
The Election Authority can advertise on Instagram and Facebook
Source: https://www.resume.se/kommunikation/sociala-medier/gront-ljus-for-valinformation-pa-facebook/
Goal: To provide voters with election information
Media: Instagram, Facebook
Summary: The Swedish Election Authority, Valmyndigheten, will advertise on Instagram and Facebook to disseminate election information after Meta reversed its previous decision prohibiting such ads. This change follows a clarification that information from official election authorities is not considered political advertising, aiming to ensure that voters have access to essential voting information.
Mauricio Alfaro: ‘I find it valuable that smaller markets start to gain more visibility’
Goal: To create culturally relevant and conversation-starting ideas.
Claim: Understanding local culture and humor.
Media: Traditional and experiential media
Summary: Mauricio Alfaro, the CEO of Garabato Creative Agency, highlighted the agency’s top campaigns, such as 'Stay Unhidden', which addresses current tensions and shows sensitivity; 'BK Lomiteros', which connects Burger King with Paraguayan culture; 'Pizza Table Collection', which transforms communication into an experience; and 'SENATUR Porcentajes', which enhances Paraguay's image. Alfaro emphasized the importance of creativity that resonates locally while aspiring for a regional impact.
Repsol turns to opera in ‘A path is made by stopping’, the new platform for its service stations
Source: https://www.reasonwhy.es/actualidad/repsol-estaciones-servicio-campana-se-hace-camino-al-parar
Goal: Promote Repsol's service stations
Summary: Repsol has launched a new campaign titled 'Se hace camino al parar' which incorporates opera to promote its service stations. The article hints at the brand's strategy and positioning in the market.
Turning Players into Butterflies: ACB’s Strategy to Generate Notoriety for Liga U
Source: https://www.reasonwhy.es/actualidad/acb-estrategia-comunicacion-liga-u-campana-capullos
Goal: Generate notoriety for Liga U
Summary: The ACB is implementing a strategy to convert players into butterflies in order to increase awareness of their Liga U. They acknowledge that there are good aspects but expressed skepticism about investing in social media.
Škoda Transformed Silence into Its New Recognition
Source: https://www.media-marketing.com/vijesti/skoda-je-pretvorila-tisinu-u-svoju-novu-prepoznatljivost/
Goal: Raise awareness of the correct pronunciation of the brand name
Claim: Shhhkoda
Media: Outdoor advertising, social media, print, PR, influencer activities, television
Summary: Škoda UK launched the 'Shhhkoda' campaign to emphasize the correct pronunciation of its brand name, utilizing the Czech diacritic above the letter Š to create a memorable communication system. The campaign features a long 'Shhhhhhh' sound across various media platforms and cleverly integrates it with practical vehicle features and spaciousness in advertisements. The central film follows the propagation of the pronunciation, while social media content highlights practical details of Škoda's models.
Campaign Big Global Awards 2027 now open for entries
Source: https://campaignme.com/campaign-big-global-awards-2027-now-open-for-entries/
Goal: To promote sharing among friends and family.
Claim: Made to share
Media: Out of Home, Film
Summary: The Campaign Big Global Awards 2027 have been launched and are now accepting entries to celebrate impactful and innovative creative work worldwide. VCCP was the most awarded agency last year, gaining six trophies for their work with Cadbury, including the campaign 'Made to share', which promotes the sharing of Dairy Milk chocolate. The awards highlight creative excellence with judges to be announced soon.
BYD takes the relatable route for its Ti 7 launch in the UAE
Source: https://campaignme.com/byd-takes-the-relatable-route-for-its-ti-7-launch-in-the-uae/
Goal: To create a relatable campaign that highlights everyday moments in cars.
Claim: You spend 4 years of your life in your car.
Summary: Al-Futtaim BYD has launched its Ti 7 model in the UAE with a campaign film that emphasizes the multicultural aspects of the country, steering away from typical SUV advertising clichés. The film humorously depicts everyday car experiences to resonate with a broad audience.
Heinz Arabia turns censorship into a punchline with tastefully placed tape
Source: https://campaignme.com/heinz-arabia-turns-censorship-into-a-punchline-with-tastefully-placed-tape/
Goal: To creatively engage fans by embracing censorship
Claim: Turned its cover-up into a global takeover
Media: Social media
Summary: During the 2026 World Cup, Heinz cleverly responded to censorship of non-sponsor brands by turning its cover-up into an opportunity for global brand engagement. The brand's ketchup bottle packaging mirrored the stadium's blurring of logos, allowing fans to bring the stadium experience home.
Good Advertising 2026: Campaign of the Month and its Winners
Goal: To challenge common excuses and focus shifts related to gender-based violence.
Claim: This communication does not ask for attention – it takes it.
Media: Outdoor
Summary: The article highlights the winners of the 'Campaign of the Month' for July 2026, showcasing various advertising campaigns that have stood out. Notable campaigns include 'INTE ALLA MEN' by UN Women Sweden, which effectively challenges societal excuses about gender issues. Other campaigns are recognized for their unique approaches and creativity across different media.
New: Cerveza Modelo and Gut pay tribute to Bernbach in the streets of Mexico City
Goal: Encourage people to appreciate small moments in life
Claim: Sometimes the smallest things bring us back to the present
Media: Outdoor advertising
Summary: Cerveza Modelo launched the Modelito beer with a unique campaign in Mexico City, featuring an unconventional outdoor ad that required passersby to use binoculars to see the product at its actual small size, challenging traditional advertising norms. The campaign aims to remind people that special moments often lie right in front of them and invites them to appreciate the present.
Pablo Blaya and Pere Escobar: ‘Technology can accelerate an idea, but it cannot give it truth’
Goal: To illustrate a universal insight related to the brand.
Claim: Only three photos and one word.
Media: Advertising campaigns
Summary: Pablo Blaya and Pere Escobar, creative writers and team leaders at Oniria, shared their successful campaigns from 2025, highlighting McDonald's 'Impacientes,' which captures a universal insight, and other notable projects emphasizing local identity and community involvement in Paraguay.
What Comes After the Absolute Champion AB InBev? Considering the ‘Face’ of Cannes Lions 2027
Source: https://www.advertimes.com/20260728/article551869/
Goal: To create emotional narratives that resonate with customers
Media: Film
Summary: The article discusses IKEA's successful advertising campaign 'Made for life', which won a Gold award in the Film category at the Cannes Lions. It highlights the campaign's deep emotional themes and storytelling, showcasing the challenges faced by couples and families, thereby reinforcing IKEA's brand identity in a heartfelt manner. The article also hints at potential future competitors for AB InBev and IKEA's strong standing in recent awards.
Coca-Cola reinforces global visual identity with new image for over 200 markets
Goal: To create a consistent visual identity across all consumer touchpoints
Claim: New Image. The Same Flavor
Media: Digital platforms, packaging, retail
Summary: Coca-Cola is implementing a new global visual identity system to reinforce iconic brand elements and create a more consistent consumer experience across more than 200 markets, including Portugal. The campaign titled 'New Image. The Same Flavor' aims for every expression of the brand to be instantly recognizable as Coca-Cola. The transition will occur gradually, allowing the old and new designs to coexist temporarily as the products are distributed. A new Brand Center and design tools have been developed to support this implementation, with creative collaboration from multiple agencies.
EXTRA Found Its Own Name in a Football Rule and Invented a New History for It
Goal: To integrate the brand into football culture without traditional sponsorship
Claim: Extra Time
Media: Television
Summary: EXTRA Gum launched the campaign 'The Birth of Extra Time' showcasing a fictional origin story for the term 'extra time' in football, set in the 19th century with dramatized elements. The campaign aims to connect the brand to football culture in a unique way, avoiding typical sponsorship tactics. It premiered during a major international football tournament final, enhancing the relevance of the narrative.
The Globe and Mail Creates a System for Various Themes from Its Headline
Goal: To adapt the existing brand identity for a digital audience
Media: Television, outdoor advertising, print, digital channels, audio formats
Summary: The Globe and Mail, a Canadian newspaper, is utilizing its headline as a flexible visual system that can change based on ad themes. The campaign 'What Shapes Your World?' developed by VML Canada modifies the original headline structure while keeping it recognizable. It was launched in March 2026 with various adaptations across multiple media platforms to connect with a digital audience.
Honda Sent Dreams for Testing
Source: https://www.media-marketing.com/vijesti/honda-je-snove-poslala-na-testiranje/
Goal: To connect automotive engineering with human needs and desires.
Claim: Engineering makes sense only if it solves something very human.
Media: Film, OOH, social media content
Summary: Honda launched a new campaign titled 'Your Dreams Engineered,' showcasing how human ideas take shape during the engineering process. The campaign, created by Pablo London, emphasizes that behind every useful technology is a desire for improvement. It includes a main film and supports OOH and social media content, aligning specific vehicle models with various driving plans and life situations.
Ted Lasso: From Advertising Spot to AppleTV Phenomenon
Goal: Promote the Ted Lasso series
Claim: From advertisement to cultural phenomenon
Media: Advertising spots, television
Summary: The article discusses how the 'Ted Lasso' advertising campaign evolved into a significant cultural phenomenon, highlighting its success on AppleTV as a series that resonates with audiences.
Gabriel Barletta: ‘The brands that transcend are those that participate meaningfully, not those that interrupt’
Goal: To create culturally relevant advertising that connects with consumers
Media: Billboards
Summary: Gabriel Barletta, CEO of Star5 Creative, highlighted the importance of culturally relevant advertising in a saturated market. The agency's work, including the Nescafé Decaf Billboards, emphasizes simple, well-thought-out creative ideas that resonate with local contexts and have been recognized in major creative festivals. The article discusses the challenges of maintaining relevance in advertising and the need for brands to understand their audiences deeply, especially during high-exposure cultural moments like the World Cup.
How Apple’s Advertising Business Could Expand Beyond the App Store and Its Other Properties
Goal: Expand advertising capabilities beyond Apple properties
Media: App Store, Apple News, Stocks, Apple TV, Maps
Summary: Apple is potentially expanding its advertising business beyond its own properties by updating its policies to allow Apple Ads to run on external platforms. The company has developed an AI-based bidding tool that is reportedly functioning well, and this initiative is part of a broader strategy to automate and enhance ad purchasing, comparable to what Meta and Google offer. Current advertising is limited to Apple's controlled inventory, but upcoming policy changes suggest a more extensive reach.
Twix celebrates that ‘two is more than one’ with a fun musical puppet show
Source: https://www.reasonwhy.es/actualidad/twix-espectaculo-marionetas-dos-es-mas-que-una
Goal: To celebrate the concept of sharing and togetherness
Claim: Two is more than one
Media: Musical puppet show
Summary: Twix celebrates the idea that 'two is more than one' with a fun musical puppet show, highlighting the joy of sharing and togetherness.
KAYAK Places Indecisive Friends on Personalized Billboards
Goal: To address group travel planning frustrations and show how the platform can help groups turn plans into booked trips
Media: digital billboards, online video, social media, outdoor advertising, media relations, nomination page
Summary: KAYAK launched the 'Bookboards' campaign in collaboration with agency Rethink to tackle the challenge of indecisive friends in group travel planning. Users can nominate friends who delay confirming travel plans, and selected nominations will be featured on digital billboards in major cities like New York, Chicago, and Los Angeles. The campaign aims to push group members to finalize their travel arrangements through KAYAK, using personalized and humorous messages. Accompanying the billboards, a film featuring actress Grace Reiter highlights the urgency of booking trips and the campaign's insights show that 84% of travelers have faced similar planning frustrations.
Adform and IAB Tech Lab Work on Open Standard for Agentic Advertising
Source: https://www.adformatie.nl/media/media/adform-werkt-aan-open-standaard-voor-agentic-advertising
Goal: Create an open standard for agentic advertising
Summary: Adform and IAB Tech Lab are collaborating to develop an open standard for agentic advertising, aiming to enhance the advertising ecosystem through standardized practices.
Brands are adopting an unprecedented format of Christopher Nolan’s ‘The Odyssey’
Source: https://www.adformatie.nl/marketing/pr/merken-gaan-aan-de-haal-met-formaat-van-film-the-odyssey
Goal: To showcase the unique creative format
Claim: Never before seen format
Summary: The article discusses how the brand 'Merken' is using a never-before-seen format for Christopher Nolan's 'The Odyssey', indicating a unique approach to presentation and promotion.
TBWA reports profitability 2025
Source: https://www.resume.se/affarer/byraer/aterigen-svarta-siffror-for-tbwa/
Goal: To create engaging advertising to improve brand perception
Claim: Eat your way to a better mortgage
Summary: TBWA recovered from a negative financial result in 2024 and won new clients, including Doctors Without Borders and Hello Fresh, in 2025. The agency reported a positive operating result of 1.3 million kronor and earned awards for two campaigns, one for Icabanken and one for Cloetta.
Sealord argues Kiwis should be louder about their love for fish
Source: https://stoppress.co.nz/campaigns/sealord-argues-kiwis-should-be-louder-about-their-love-for-fish/
Goal: Encourage New Zealanders to be prouder about their love for fish.
Claim: Hold that fish high and proud.
Media: TV, digital, social, out of home
Summary: Sealord has launched a new long-term brand platform called 'We love fish' to encourage New Zealanders to embrace their love for fish despite social and practical barriers. The campaign features a launch film directed by Damien Shatford, depicting a skipper on a mission to combat the issue of 'fishame', where people feel guilty about eating fish in public. The campaign aims to normalize fish consumption and includes a variety of media channels across the nation.
Hello, it’s Frank Lebœuf: How the Vendez Votre Voiture advertisement became a phenomenon on social networks
Goal: Promote car selling services
Claim: Sell your car easily
Media: Social media
Summary: The article discusses how the advertising campaign 'Salut, c’est Frank Lebœuf' for Vendez Votre Voiture has become a social media phenomenon, highlighting its effectiveness and popularity among users.
Flor Carvallo and Andrés Quezada: ‘When a truly powerful idea exists, the size of the country or industry ceases to be a limit’
Goal: To create impactful advertising that resonates locally and globally.
Claim: When an idea is truly powerful, the size of the country or industry is no longer a limit.
Media: Various media channels including local insights.
Summary: Flor Carvallo and Andrés Quezada from Publicis Panama discussed the agency's notable achievements, particularly in 2025, including winning multiple Effie awards for McDonald's, Heineken, and Maggi. They highlighted the challenges of adopting AI to enhance client solutions while maintaining privacy. The success of the 'Big Ma' campaign for McDonald's was especially noted for its blend of local insights and universal storytelling, demonstrating the power of creative ideas regardless of geographical constraints.
Premiere: Aeropuertos Argentina and Don by Havas show that there are 35 airports as Argentine as their people
Goal: Highlight the cultural gestures of Argentines
Media: online and offline media, including TVA, TVC, radio, streaming, and digital media
Summary: Aeropuertos Argentina, in collaboration with Don by Havas, launched a campaign showcasing 35 airports that embody the culture of Argentina, featuring gestures and rituals unique to the country. The campaign is led by Argentine actor Nicolás Vázquez and emphasizes familiar practices like sharing mate and wearing national colors. It will be broadcast through various media channels this year.
Xfinity’s New Ads Imagine a Zombie Apocalypse Where the Network Stays Strong
Goal: Engage audiences with a creative horror-themed advertisement
Summary: Xfinity is launching a new chapter in its 'Imagine That' campaign by exploring the popular zombie horror genre, following previous reimaginations of classic films like Frankenstein and Jurassic Park.
Fuma Kikuchi becomes the new image character for Papico, proposing the new habit ‘Papico Time’ through Web CM
Source: https://www.advertimes.com/20260724/article551489/
Goal: To promote Papico as a refreshing treat for daily breaks.
Claim: Switch your mood with Papico!
Media: Web Commercials
Summary: Ezaki Glico launched a new campaign featuring actor Fuma Kikuchi as the face of Papico, promoting a new concept called 'Papico Time' that encourages people to take a break and switch their mood by enjoying Papico during busy moments throughout the day. The campaign includes four different web commercials showcasing various everyday situations where people can enjoy this refreshing snack.
Beer is back in stock, Boston tells Scots to come back
Goal: Encourage Scottish tourists to return to Boston
Claim: Don’t worry, we restocked the beer, No Boston. No Party, Come back anytime, Scotland
Media: OOH screens
Summary: Meet Boston launched a campaign to welcome back Scottish fans after their visit for the FIFA World Cup 2026, reminding them of the fun they had in the city. The campaign included humorous messages displayed in Scotland about beer restocks and featured visuals related to Scottish fan culture. It also established a formal partnership between Boston and Glasgow focused on tourism, education, innovation, and sustainability.
Lendo Continues Parrot Concept in New Advertising Campaign About Switching Banks
Source: https://www.kampanje.com/reklame/lendo-sender-papegoyen-for-a-dumpe-banken/1015676
Goal: Encourage customers to switch banks using Lendo's services
Claim: Lendo can do the job for you
Media: New films
Summary: Lendo is continuing its parrot concept with a new advertising campaign featuring the Lendo parrot engaging in conversations about switching banks. The campaign aims to address the common reluctance people have in approaching their banks for better rates, promoting Lendo's service of comparing offers from multiple banks at no cost. The new films showcase the parrot's personality and charm as it helps customers tackle uncomfortable discussions with their banks.
Netflix says live events bolster ads but affect viewer engagement
Goal: Integrate brand partnerships into original content
Claim: Live events drive viewer attention and acquisition
Media: TV, digital advertising
Summary: Netflix has reported a 13% year-over-year revenue growth attributed to membership growth, pricing changes, and advertising momentum, while facing questions about viewer engagement and audience falloff. The company aims to generate $3 billion in ad revenue this year and is negotiating major ad commitments. Live programming, such as the Women's World Cup and NFL games, is a key focus. The company is developing partnership campaigns, including for its new series 'The Hawk' featuring brands like Hyundai's Genesis.
Campaign Trail: Yeti spells out consumer passions with four-letter words
Goal: To articulate and expand Yeti's brand appeal beyond traditional outdoor enthusiasts
Claim: Yeti is for people who are irrationally committed to something
Media: 60-second anthem film, short films, out-of-home advertising, mobile billboards, retail stores
Summary: Yeti has launched a new campaign called 'Four Letters' in collaboration with Wieden + Kennedy Portland, shifting its focus from just outdoor sports like hunting and fishing to encompass a broader audience passionate about various pursuits. The campaign features a montage film and brand ambassador spots, highlighting the brand's minimalist philosophy and commitment to showcasing real passion.
Purely Elizabeth lampoons protein-maxxing for major product launch
Goal: Differentiate Purely Elizabeth's granola in the protein market
Claim: More quality and taste, less protein-maxxing
Media: Linear US Open broadcasts, Amazon Prime Video, Netflix, Hulu, HBO Max, paid social, programmatic, out-of-home
Summary: Purely Elizabeth has launched a new campaign for its Protein Ancient Grain Granola, aimed at poking fun at the trend of protein-maxxing. This marks the brand's largest media investment in a product launch, featuring humorous ads that highlight the quality of ingredients over protein isolates. The campaign, titled 'Protein Product Madness', utilizes various media channels including US Open broadcasts and social media to reach wellness-focused consumers.
Why Liberty Mutual turned a viral ad moment into a new brand character
Goal: Increase brand awareness in the insurance category
Claim: A fuzzy, yellow manifestation of the feeling of great insurance
Media: Comedic 30-second and 15-second ads
Summary: Liberty Mutual has introduced a new brand character named Liberty Biberty, inspired by a mispronunciation from a past ad. Designed as a fuzzy yellow puppet, Biberty aims to enhance brand recognition in a competitive insurance market filled with character mascots. The character will engage consumers in various comedic ad spots and builds upon existing cultural relevance.
Jean Bâton unveils Poster Bonanza with eighteen different posters
Source: https://www.adformatie.nl/creatie/campagnes/jean-baton-houdt-reclameposter-bonanza
Goal: To promote the brand through diverse posters
Media: Posters
Summary: Jean Bâton has launched a campaign featuring eighteen different posters under the title 'Reclâmeposter Bonânzâ'. This initiative aims to enhance brand visibility through a variety of designs.
Carlsberg Launches New Campaign with Classic Slogan
Source: https://www.resume.se/marknadsforing/kampanj/carlsberg-tar-tillbaka-klassisk-tagline/
Goal: Modern refresh of an iconic campaign addressing summer challenges
Claim: Probably the best beer in the world
Media: Online, social media, physical activations
Summary: Carlsberg is reviving its classic slogan 'If Carlsberg Did…' in a new campaign in the UK, aiming to provide modern solutions to common summer problems, while highlighting the familiarity and affection for the phrase among fans. The campaign, crafted with agency Fold7, will run until the end of August across various media channels.
Dark Horses scoops Lucozade creative account
Source: https://www.campaignlive.co.uk/article/dark-horses-scoops-lucozade-creative-account/1965159
Summary: Dark Horses has been awarded the creative account for Lucozade and will be responsible for launching the brand's new masterbrand platform.
The five most important creative campaigns you should know right now
Goal: Make a complex platform more accessible with humor.
Summary: The article highlights five significant creative campaigns currently in the spotlight, showcasing how clever advertising can create unique narratives and engage audiences in innovative ways. Kalshi's campaign featuring J Balvin exemplifies this approach by using humor and personality to simplify a complex concept.
Ariel Serkin: ‘Human talent will continue to be the heart of our industry’
Goal: Engage consumers and achieve excellent business results
Summary: Ariel Serkin, CCO of Isla México, discussed the agency's standout campaigns in 2025, including 'Everything for Cheetos.' He also emphasized the importance of human talent in the advertising industry amidst challenges posed by technology and artificial intelligence.
Fitz Maro at Golden Drum will showcase an AI system that gives him time for ideas
Goal: To demonstrate how AI can enhance creativity by reducing repetitive tasks
Media: Live presentation
Summary: Fitz Maro will showcase his AI system designed to take over repetitive tasks, allowing creatives to focus on thinking and decision-making. He will present at the Golden Drum festival on October 12 and 13, discussing the integration of AI, new technologies, and immersive experiences in advertising, aiming to shift the conversation about AI's impact on creativity toward practical applications.
Netflix on Track to Reach $3 Billion in Revenue
Goal: Achieve $3 billion in advertising revenue by the end of 2026
Media: Live events, digital advertising, Pause Ads
Summary: Netflix reported a 13% growth in Q2 with $12.6 billion in revenue and is on track to reach $3 billion in ad revenue by the end of 2026. The company plans to enhance its advertising strategy by incorporating more live events, like the Women's World Cup and NFL games, to capture audience attention and drive ad revenue. Netflix is also investing in AI and automation for a premium advertising experience.
Honda Launches New Pan-European Creative Platform ‘Your Dreams Engineered’ with Pablo London
Goal: To celebrate Honda's innovative approach and connect with customers' dreams.
Claim: Every Honda starts with a customer and a dream.
Media: Film
Summary: Honda has launched its new pan-European creative platform 'Your Dreams Engineered' with agency Pablo London. The campaign showcases Honda's philosophy and engineering approach, bringing human dreams to life through a transformative film that highlights the brand's automotive range. The film reminds audiences of Honda's commitment to engineering and innovation aimed at simplifying customers' lives and helping them realize their dreams. Olivia Dunn from Honda emphasized the human-focused innovation, particularly relevant in today's AI-driven world.
Timvision Returns to TV with Massimo Lopez and Gigi D’Alessio for the Football Offer
Goal: Promote the new football streaming offer
Claim: Watch all Serie A matches and UEFA Champions League games
Media: Television, Digital
Summary: Timvision is launching a new advertisement featuring Massimo Lopez and Gigi D'Alessio to promote its revamped football offer ahead of the new season. The campaign introduces the new Timvision logo and emphasizes its role as a streaming aggregator in Italy, providing access to various popular platforms and content, including Serie A matches and UEFA competitions.
Advertising: Riso Gallo returns to TV with Bontà Pronte and Gallo Blond
Goal: Promote ready-to-eat rice products
Claim: Gallo dresses as a DJ to showcase versatility
Media: TV and digital channels, social media
Summary: Riso Gallo has launched a new advertisement for its ready-to-eat rice products, Bontà Pronte and Gallo Blond. Created by Armando Testa, the campaign features the iconic rooster character in an ironic narrative, highlighting the ease of meal preparation. It includes animation showing the Gallo as a DJ
The Truck is the Goal, but Facebook Sells Everything That Happens Before It
Goal: To showcase Facebook as a platform that generates jobs, communities, and real-life experiences.
Claim: Find More Than What You’re Looking For
Media: Facebook Marketplace, social media
Summary: The campaign for Facebook, developed by Droga5, revolves around a narrative where a character named Gracie seeks to earn enough money for a truck through jobs found on the platform. The campaign illustrates how Facebook serves more than just ads, but rather creates opportunities and communities. The summer jobs theme is extended through related films and supplementary social media content, and also coincides with the 10th anniversary of Facebook Marketplace, highlighting its role in facilitating real-life connections.
Campaign Middle East 40 Over 40 2026: Ali Zein, Saatchi & Saatchi Middle East – Campaign Middle East
Source: https://campaignme.com/campaign-middle-east-40-over-40-2026-ali-zein-saatchi-saatchi-middle-east/
Goal: To promote strategic roaming packages and enhance business performance.
Summary: Ali Zein of Saatchi & Saatchi Middle East has been honored in Campaign Middle East’s 40 Over 40 list for his significant contributions to the brand and marketing industry. He played a key role in the transformation of e&’s brand from 'Together Matters' to 'Go for More', leading successful campaigns such as 'Roam Like Home' and 'Your Rules, Your Choice' that addressed challenges in the postpaid category and delivered strong business results.
Believe in Yourself: Erste Bank Shows Young Love in the Era of AI
Goal: Promote young love and self-belief in the context of AI
Claim: Believe in yourself
Summary: The article discusses Erste Bank's new campaign focusing on young love in the era of artificial intelligence, encouraging individuals to believe in themselves.
Montrose Launches New Campaign Developed by Okto
Source: https://www.resume.se/marknadsforing/kampanj/a-shite-app-montrose-kommunicerar-pa-skotska/
Goal: To show that Montrose is designed for the future while highlighting its Scottish heritage
Claim: A shite app if you ask me
Media: Video advertisement
Summary: The Carnegies investment platform Montrose returns to its Scottish roots in a new advertisement featuring three older Scottish men discussing how investing used to be done without an app. The playful film aims to showcase Montrose's readiness for the future. The campaign was developed by the agency Okto, which has been collaborating with Montrose since the brand's launch.
Every fifth Chat GPT search is commercial – ‘We have not rushed this because we want to implement ads thoughtfully’
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Goal: To implement advertising thoughtfully and maintain high user experience
Claim: Advertisements in Chat GPT should feel less intrusive and more valuable
Media: Chat GPT
Summary: The rise in AI searches, notably for Chat GPT, has sparked advertiser interest. OpenAI's commercial leader, Denise Dresser, highlighted in a talk that about 20% of Chat GPT searches have commercial intent. OpenAI is cautious about implementing ads to ensure they provide a quality user experience, aiming for ads to feel natural and add value instead of being disruptive. OpenAI targets to have 50% of its revenue from B2B by the end of 2026.
Whittaker’s New Ads Make Chocolate Lovers Feel Seen
Source: https://stoppress.co.nz/campaigns/whittakers-new-ads-make-chocolate-lovers-feel-seen/
Goal: Celebrate the behaviours of true Chocolate Lovers
Claim: You do this, and yes, it’s what makes you a Chocolate Lover, not just a Chocolate Liker.
Media: television, digital, social
Summary: Whittaker's is launching four new films as part of its 'Hello Chocolate Lovers' campaign, created with Bastion Aotearoa, to delve into the behavior of Chocolate Lovers and their deeper connection with chocolate. The films aim to resonate with audiences by reflecting authentic chocolate-loving experiences and emotions, building on the success of the platform that has driven both commercial and emotional engagement since its 2024 launch.
How the Evian Baby Swim Campaign Became Cult
Goal: Promote Evian water and its connection to a healthy lifestyle
Claim: Live young
Media: Television, online video
Summary: The article discusses how Evian's Baby Swim campaign has gained cult status through its memorable imagery and messaging that emphasizes youth and vitality. The campaign features babies swimming and aims to convey the refreshing nature of Evian water. It has become iconic and is recognized for its effective storytelling and visual appeal.
TombrasNiña, Jägermeister, and Rolito Join Forces Before Argentina’s Semifinal with England
Goal: To allow Argentine fans to find and freeze bottles of England before the semifinal match.
Claim: Freeze England
Media: Social media
Summary: Jägermeister, Rolito, and TombrasNiña teamed up before the semifinal match between Argentina and England to freeze England. They froze bottles with England labels in Rolito freezers at service stations, allowing Argentine fans to find them for their pre-game rituals. The locations of these freezers were shared on social media in the hours leading up to the match.
Social Networks are No Longer an Addition to Campaigns. MAFRA Confirms Growing Interest in Comprehensive Digital Communication
Goal: To integrate social media into comprehensive marketing strategies
Claim: Social networks are no longer just a supplement to media campaigns.
Media: Social media, video content, digital advertising
Summary: The article discusses the growing significance of social media as an integral part of marketing strategies in the Czech Republic, highlighting MAFRA's implementation of over 1,250 advertising formats across social platforms for nearly 400 clients in the first half of 2026. The piece emphasizes the successful engagement of regional and national brands in campaigns linked to major sporting events and cultural activities, alongside the importance of precise geographic targeting and the rising demand for tailored video content.
Autocontrol considers that Verisure has made ‘exclusive tone advertising’ in its rebranding campaign
Goal: To promote the rebranding of the company
Summary: The advertising regulatory body Autocontrol has stated that Verisure's recent rebranding campaign features exclusivity in its messaging. Critics believe that while the campaign has strong points, they do not see value in investing in social media for promotional purposes.
The Brill Building Rolls Out New Creative for the RDS & Gallagher Dublin Horse Show
Goal: Promote the Gallagher Dublin Horse Show
Claim: Closer to Greatness
Media: television, radio, out-of-home, digital and display media
Summary: Ahead of the Gallagher Dublin Horse Show, the RDS, The Brill Building, and Ad Advantage Media have launched a campaign titled 'Closer to Greatness'. It aims to celebrate the heritage of the event while presenting it in a modern context through various media channels. The lead execution is a film combining archive footage and new imagery designed to connect the show's history with its future ambitions. The campaign is part of a three-year partnership.
Ads of the Week: 10 Campaigns That Caught Our Eye, From Gap to Anthropic
Goal: Address difficult questions related to AI
Summary: This week featured several notable ad campaigns, including Gap's collaboration with Hailey Bieber for denim, Coors Light bringing back Patrick Mahomes, and Shinola's first campaign in 15 years directed by Nicholas Braun. Additionally, Anthropic launched a campaign focused on tackling challenging questions about AI.
50 years that FDJ has relied on Loto advertisements
Goal: Celebrate 50 years of Loto advertising
Claim: 50 years of Loto advertising
Summary: The article discusses the 50-year history of advertising for the Loto game by FDJ (Française des Jeux), highlighting its evolution and impact on the brand's identity.
Federico Russi and Samantha Hernández: ‘What distinguishes a brand is not how much noise it makes, but how impossible it is to ignore’
Goal: Demonstrate cultural relevance and innovation through creative advertising
Claim: What distinguishes a brand is not how much noise it makes, but how impossible it is to ignore
Media: Film festivals, advertising festivals
Summary: Federico Rusi and Samantha Hernández from Gut México discussed the agency's standout campaigns in 2025, including 'My Gut Friend,' 'Certified by the Sun' for Corona, and 'Add your logo' for NotCo, highlighting the importance of timelessness in branding amidst the challenges of creating memorable content in a rapidly evolving advertising landscape.
Pre-screening: Isla and YPF present a tribute to Messi’s career
Goal: To honor Lionel Messi's career and impact on Argentina
Claim: Thank you Messi for fulfilling the dreams of Leo and all Argentines
Media: Commercial
Summary: The campaign 'Gracias Messi' created by Isla Buenos Aires for YPF pays tribute to Lionel Messi's extraordinary career, expressing gratitude for the joy he has brought to the Argentine people. The ad, produced entirely with AI, emphasizes the emotional connection and the significance of Messi's achievements, particularly during the sixth World Cup.
To watch: top 10 Ibero-American campaigns awarded at Cannes
Goal: To create a memorable brand experience.
Media: Social, Brand Experience, Activation, Media, Direct, Outdoor, Audio & Radio
Summary: The article lists the top 10 Ibero-American campaigns awarded at Cannes Lions 2026, highlighting various campaigns from Brazil, Peru, Mexico, Puerto Rico, and Spain, ranked by their points. Each entry includes campaign details, brands, agencies, and the countries involved.
Dove Celebrates the Greek National Female Soccer Players and Their Stereotype-Free Beauty
Goal: Promote beauty free from stereotypes and enhance girls' confidence
Claim: Redefine what beauty truly means
Media: Digital platforms and social media channels
Summary: Dove supports the Greek women's national soccer team with a campaign focused on stereotype-free beauty and girls' confidence. An ad by Ogilvy features real national team players expressing their commitment and passion through playful faces, accompanied by 'Oh, Pretty Woman', encouraging a redefinition of beauty. Inspired by a study indicating beauty standards affect girls' self-perception and sports participation, the campaign highlights that one in two girls would quit sports due to appearance concerns.
FANCL’s ‘#SummerMrs’ Campaign: Reactions to JAM’S, OOH Letter Images Released
Source: https://www.advertimes.com/20260717/article551013/
Goal: Increase awareness of skin care services during summer
Claim: Know your skin, understand necessary care
Media: OOH advertising, digital signage
Summary: FANCL launched a promotional campaign for its skincare consulting service 'FANCL SKIN PATCH' from July 13 in Shibuya, Tokyo, featuring a campaign titled '#SummerMrs'. The initiative aimed to raise awareness about summer skin care through messages in letters to the members of the band Mrs. GREEN APPLE, highlighting the importance of knowing one's skin condition during the summer season.
The Reminder Effect: Memory Meets the Moment
Source: https://www.adworld.ie/2026/07/03/the-reminder-effect-memory-meets-the-moment/
Goal: To explore how advertising memory can influence consumer behavior.
Claim: A reminder at the right moment can influence what they buy, visit or do.
Media: Out of Home (OOH)
Summary: The article discusses the second wave of PML Group's Reminder Effect research, highlighting how advertising memory becomes more active during specific contextual moments. Findings indicate that outdoor advertising plays a crucial role in reminding consumers of brands when relevant, significantly influencing their purchasing behavior. The research shows that the context in which an ad is encountered enhances its impact, making it more useful for decision-making.
Did Not Get Media Attention – Now Sophie Elise Reads the Press Release on the Radio
Goal: To highlight Coop's decision to phase out fast-growing chickens and to give recognition.
Claim: Recognition of good news
Media: Radio
Summary: Animal welfare organization Anima created a radio ad with Sophie Elise reading a press release about Coop's decision to phase out fast-growing chickens, after the press release received little media attention. The campaign creatively used a commercial format to deliver good news and recognition instead of selling a product.
Dok region odmara, Sarajevo živi punim advertising plućima!
Goal: Connect with the audience through shared values of joy, community, and enjoying life.
Claim: Poli ludi za filmom
Media: billboard campaign, outdoor advertising
Summary: Poli participated in the Sarajevo Film Festival to enhance the festival's atmosphere with their campaign 'Poli ludi za filmom.' They aimed to connect with the audience by promoting joy and community, supported by outdoor advertising and a special breakfast event for film crews. This campaign continues their current initiative of personalizing joy and fun, resonating with festival-goers’ love for culture and film.