Welcome to the automated Brand Tracker diaries.
Dollar Tree Built an Entire World in a Tree Canopy for Its First National Campaign
Goal: Expand brand perception beyond low prices and create a shopping experience of discovery.
Claim: Everything you need. And want. It's all in the tree.
Media: Television, connected TV, online video, OTT, outdoor advertising, YouTube, social media including Meta and TikTok
Summary: Dollar Tree launched its first national campaign, 'It's All In The Tree', designed by Tombras, which transforms the brand name into a literal shopping experience within a giant tree. The campaign aims to shift customer perception from merely low prices to an exciting discovery of unexpected products. The campaign features two films directed by Autumn de Wilde, showcasing a playful and theatrical aesthetic reminiscent of children's television. It launched on October 20 and includes additional creative materials focused on beauty and holiday categories.
WAL has a strong grip on the Golden Screen – winner for the fourth year in a row
Goal: Increase brand awareness and sales
Claim: Bosse-effect leads to effective advertising
Media: TV
Summary: WAL and Obs won the main prize at Gullskjermen for the fourth consecutive year, showcasing their successful 'Bosse Effect' campaign. This innovative concept led to a significant increase in advertising attention and return on investment, enabling Obs to transition from a sales decline to becoming a growth leader in the grocery sector. The campaign's effectiveness is attributed to the distinct character Bosse, played by actor Edward Schultheiss, and emphasizes the importance of substantial investment in TV advertising.
Netflix Struggles With Advertising Revenue: – A Wake-Up Call
Source: https://www.kampanje.com/premium/netflix-sliter-med-reklamesalget-en-vekker/1036287
Goal: To develop solutions that optimize advertising throughout the purchase funnel.
Media: Streaming services
Summary: Netflix has reduced its advertising revenue forecast for 2026, now estimating about $2.7 billion instead of the previously forecasted $3 billion. This adjustment is attributed to delays in rolling out new advertising products and integrations. Despite this, Netflix's advertising business is reportedly growing by over 80% this year. The company continues to invest in its advertising platform, aiming to simplify ad purchases and enhance targeting and measurement tools.
Here are the winners from tonight’s ‘Media Awards’ – Obs and WAL sweep
Goal: Showcase strategic media effectiveness
Claim: Best in show
Summary: During the Media Awards, Obs and their agency WAL won several awards, including the prestigious 'Best in Show' for their campaign 'Bosse'. The jury was particularly impressed by the compelling presentation showcasing the strategic decisions, documentation, and the correlation between media efforts and results. WAL's advisor Christian Bernt highlighted the continuous collaboration and hard work that led to this success.
Tilly Norwood Tells All
Goal: Showcase AI capabilities in engaging conversations
Claim: AI-generated actress engaging in real-time discussions
Media: Live panel discussion
Summary: The article discusses a panel moderated by an individual featuring Tilly Norwood, an AI-generated actress created by Particle6, which took place at the Industry Leadership Summit prior to the ANA conference in Orlando, Florida. The interaction presented challenges due to Tilly's brief responses and distinct humor, highlighting advancements in AI communication. The moderator noted the absence of physical interaction cues that typically facilitate conversation flow, emphasizing the impressive nature of Tilly's ability to discuss commercial advertising in real-time.
Creation by Mother: Lufthansa Group Launches First B2C Brand Campaign
Goal: To promote the Lufthansa brand directly to consumers.
Summary: Lufthansa Group has launched its first B2C brand campaign, aiming to engage consumers directly and enhance brand visibility through innovative strategies.
Norwegian-Swedish Rivalry in Burger King’s Campaign
Goal: Highlight the new tabasco sauce
Claim: How much can you handle?
Media: Television and online video
Summary: Burger King's latest campaign rekindles the Norwegian-Swedish rivalry as athletes Petter Northug and Calle Halfvarsson compete not on ski tracks, but over who can handle the spiciness of the chain's new tabasco sauce. The campaign features a duel highlighting their competitive spirit, with Halfvarsson commenting on the fun of competing in a different context this time.
CIMA Awards: ‘El Rondón de Polar’ won the Ápice Award and RG2 was the Agency of the Year
Goal: To entertain and engage the audience through humor.
Media: Digital platforms, Film
Summary: The campaign 'El Rondón de Polar' by RG2 for Pilsen won the top award, Premio Ápice, at the CIMA awards, along with wins in four other categories including Humor and Digital Platforms. RG2 was recognized as Agency of the Year due to a new points system that evaluates agencies based on categories won and nominations.
How to Row a Boat with ‘Flag Thinking’: Insights into Creative Direction from Ryuuichi Tanaka of Yomiuri Advertising
Source: https://www.advertimes.com/20260925/article557855/
Goal: To create a strong branding identity that resonates with consumers
Claim: A good mix of Yebisu and Black Label qualities
Summary: Ryuuichi Tanaka, the Creative Director at Yomiuri Advertising, emphasizes the importance of a core concept called 'flag thinking' in creative direction. He shares insights about his experiences, including the branding campaign for Sapporo Beer’s 'GOLD STAR', which successfully utilized elements from two major brands to create a strong communication strategy.
Zentiva chooses Havas in a tender. The agency will take over media, creative, and PR
Goal: Increase product awareness among parents
Media: 10-second and 15-second animated spots
Summary: Zentiva ČR selected Havas as its agency in a tender process to handle a complete 360° communication plan for its brands, starting with campaigns in October 2023. The partnership will initially focus on the Czech market with potential expansion into other European markets. Havas will manage strategic planning, creative concepts, public relations, and media buying, with the first campaign featuring animated bears rapping about the product properties targeted at parents.
Planet Fitness Makes Fun of Behaviors That Make Beginners Feel Uncomfortable in the Gym
Goal: To make beginners feel comfortable in the gym
Claim: Judgement Free Zone
Media: Television, BVOD platforms, digital channels, social media, outdoor advertising, radio
Summary: Planet Fitness has launched a new campaign titled 'Feeling Gymtimidated?' in Australia, focusing on alleviating the discomfort often felt by beginners in gyms. The campaign positions Planet Fitness as a Judgement Free Zone, using humor through two main ads that poke fun at common fitness stereotypes. The goal is to show that the gym is a welcoming space for everyone, regardless of their fitness level.
Wet Ones Reminds That Their Wipes Are ‘Only for Hands’
Goal: To humorously address the misuse of hand wipes
Claim: Wet Ones are just for hands
Media: Outdoor advertising, social media
Summary: Wet Ones, a brand by Edgewell Personal Care, launched the 'Just For Hands' campaign created by BBH USA, utilizing optical illusions in outdoor ads to humorously communicate that their wipes are exclusively for hands. The campaign, which stems from research indicating that over half of surveyed Americans have misused hand wipes, involved visually deceptive images leading viewers to initially misinterpret hands as body parts. The initiative aims to spark discussions and draw attention ensued from a social media tease before the official announcement.
What do you see?
Goal: Engage consumers with a mysterious advertising approach
Claim: What do you see?
Summary: The campaign by Steirerkraft features a mysterious approach centered around unusual pumpkin seed oil stains, inviting consumers to engage and interpret the visuals presented.
Proximus and SILK Show the World Differently with Lupin
Source: https://pub.be/fr/proximus-et-silk-font-voir-le-monde-autrement-avec-lupin/
Goal: To showcase a different perspective of the world
Summary: Proximus, in collaboration with SILK, is launching a campaign titled 'Lupin' that aims to present a unique view of the world.
Time Flies: 10 Years in Nouvelle-Aquitaine
Source: https://www.cbnews.fr/marques/ca-passe-vite-10-ans-nouvelle-aquitaine
Goal: Celebrate the 10th anniversary of the region
Media: TF1, France Télévisions, YouTube
Summary: To celebrate its tenth anniversary, the Nouvelle-Aquitaine region has launched a campaign titled 'We Did Not See It Grow' in collaboration with the agency Le Vestiaire. The campaign features three films depicting parents who have not witnessed their children's growth, symbolizing the transformations within the region since its establishment. Directed by Geoffroy Virgery for Novo Corp, these ads will air from October 19 to November 2 on TF1, France Télévisions, and YouTube.
Lucía Mateo (Ilunion): ‘An extraordinary idea earns the trust of people’
Source: https://ipmark.com/entrevista/lucia-mateo-ilunion-una-idea-extraordinaria-gana-confianza-gente/
Goal: Promote inclusivity and normalize the portrayal of people with disabilities.
Media: University musical
Summary: Lucía Mateo Girón discusses the W!N Awards and highlights Apple’s campaign 'I’m Not Remarkable,' which challenges traditional narratives about disability in advertising. The campaign features a university musical showcasing students with disabilities as ordinary individuals, not heroes, emphasizing that technology should adapt to individual needs. It aims to normalize representation and has achieved creative excellence by winning an Emmy.
Artificial Intelligence and Creativity: The Value of Human Judgment
Source: https://ipmark.com/inteligencia-artificial-creatividad-criterio-humano-monks/
Goal: Encourage customer creativity in building their own burger
Claim: Have It Your Way
Summary: The article discusses the impact of artificial intelligence on advertising creativity and emphasizes the importance of human judgment in utilizing technology effectively. It highlights Burger King's use of AI in the Million Dollar Whopper campaign, where customers could create their own burgers under clear brand guidelines, contrasting with Toys 'R' Us's AI-created film that felt distant due to the lack of human oversight.
Carob Awards: The Gold Winners of the Design & Illustration Category
Source: https://inbusinessnews.reporter.com.cy/article/480337
Goal: To promote the Ray-Ban brand through creative design.
Summary: The Carob Awards recently recognized Stelios Papageorgiou with a Gold Carob for the European Mobility Week Limassol 2025 campaign in collaboration with the Municipality of Limassol, and for the 'Typo dans ma tête' project for Ray-Ban produced by 357 Media. A. Appios Communications Limited also won a gold award for a bilingual catalog of the 'Sector 2: Nicosia, 1963–2025' exhibition at the Leventis Municipal Museum. The awards continue to honor excellence in design and provide a platform for top creative talents.
Carob Awards: The Golden Winners of the Production Category
Source: https://inbusinessnews.reporter.com.cy/article/480341
Goal: Showcase high-quality production in the food delivery sector
Summary: Cube Productions won a gold award for the production and direction of the film 'Cyta Diver' for Cyta, showcasing the high quality of the Cypriot audiovisual industry. At the same time, Semio Productions won a gold award in special techniques for the outstanding production 'FOODY – YourMoment Delivered' by Delivery Hero (Cyprus) – Foody. The Carob Awards, organized by the Advertising and Communication Association, is the largest advertising and communication awards event on the island.
Carob Awards: The Golden Winners of the Digital Category
Source: https://inbusinessnews.reporter.com.cy/article/480345
Goal: To highlight women's struggles
Summary: At this year's Carob Awards, Action Global Communications won top honors in the Digital category for the campaign 'Not just her fight' for KEAN. The awards serve as a significant platform for showcasing the best digital creative talents in Cyprus, presented by the Advertising and Communication Association.
This Ad Imagines What Australia Would Be Like Without Migrant Workers
Goal: To highlight the importance of migrant workers in various sectors
Media: Television, Social Media
Summary: The advertisement compellingly imagines the immediate consequences of the absence of migrant labor in Australia, depicting a chaotic and humorous scenario where essential services like hospitality, agriculture, and healthcare collapse without migrant workers. It uses absurd and darkly comedic scenes to illustrate the disruption to daily life caused by this labor shortage.
Microsoft Windows and Droga5: A Creative Obsession That Keeps Going in Circles
Goal: Show what becomes possible when a computer has enough power to keep up with creativity.
Media: Television, streaming platforms, social media, digital channels, content creator collaborations, media partners.
Summary: Microsoft Windows has launched a new campaign in collaboration with Droga5 New York, titled 'What Will You Do With All This Power?', which showcases the capabilities of new Windows laptops with NVIDIA RTX Spark technology. The campaign centers around a film titled 'Obsession Comes Around,' which explores the relationship between creative ambition and technological capability, illustrating how creativity evolves continuously. The campaign will air across various platforms in the U.S., including primetime NFL broadcasts.
The Bridge Side of Life
Goal: To promote the bank through a musical-themed image campaign
Summary: Spuerkeess has launched a new image campaign titled 'The Bridge Side of Life' designed in a musical style, created by the agency BetoCee.
Try Nets This Year’s Fifth Silver Fish
Source: https://www.kampanje.com/premium/try-haver-inn-arets-femte-solvfisk/1035319
Goal: To promote a fitness chain's commitment to social responsibility
Media: Commercial film
Summary: Try has secured its fifth silver fish in the Gullfisken competition with its campaign for the fitness chain Sats, which launched the 'Choose to Move' campaign across Norway, Sweden, Denmark, and Finland on August 3. The jury praised the film for its engaging content and social responsibility message, highlighting its appeal and the impressive scores received.
Poor Coverage for Ice in Reklamebørsen
Source: https://www.kampanje.com/premium/darlig-dekning-for-ice-i-reklameborsen/1035258
Goal: To promote the benefits of twin-SIM
Media: Television
Summary: Ice's advertisement 'Both Smart and Dumb' has received poor ratings in the latest edition of Reklamebørsen, with only 47% of respondents recalling it and a weak branding recognition of 41%. Despite its goals to showcase the advantages of a twin-SIM for both smart and basic phones, the film is noted as the most disliked out of 20 evaluated ads for Ice, reflecting that the campaign may have been better in concept than execution. However, Ice's marketing director remains optimistic about the long-term impact and engagement of their advertising.
Obituaries can be put in the drawer
Source: https://www.kampanje.com/kommentar/nekrologen-kan-legges-i-skuffen/1035425
Goal: To engage customers and strengthen brand recognition.
Claim: Connecting with consumers through relatable content.
Media: Television and online media.
Summary: The article discusses a unique advertising campaign by Orkla Foods for their Stabbur-Nilsen brand, which featured a wedding film that generated significant public engagement and acclaim. The campaign strategically aimed to consolidate their brand offerings while maintaining strong visual identity cues. The campaign was well-received and recognized for its effectiveness in communication and audience connection.
FxPro takes on trading stereotypes with ‘A Real Pro Trader’ campaign
Source: https://campaignme.com/fxpro-takes-on-trading-stereotypes-with-a-real-pro-trader-campaign/
Goal: Strengthen brand awareness in key markets such as MENA
Claim: You don’t have to act like a Pro to trade like one, you just need to trade with FxPro
Media: Bloomberg TV, YouTube, FxPro’s social media channels
Summary: FxPro's latest global brand campaign, 'A Real Pro Trader', humorously challenges trading stereotypes by showcasing a chaotic casting session for an actor to play a pro trader, featuring real actors and comedic elements rather than AI-generated content. The campaign aims to promote the message that trading doesn't have to be serious and that real traders are among us, while appearing memorable and human. Launched in October 2026, it will gradually roll out over 10 months with localized components.
Creation from Circus Ramezani: Motel One Launches First Major Brand Campaign in Its History
Goal: Increase brand awareness
Summary: Motel One has launched its first significant branding campaign in history, aiming to enhance its visibility and recognition in the market. The campaign is managed by the agency Circus Ramezani.
ITV rewrites Christmas carol for I’m a Celebrity launch
Goal: To promote the launch of the show I'm a Celebrity.
Summary: ITV has reimagined the classic Christmas carol as part of the promotional efforts for the launch of their show I'm a Celebrity.
OpenAI launches its first campaign in France with two grandmothers
Goal: Promote understanding of AI technology
Media: Social media, online platforms
Summary: OpenAI has launched its first campaign in France featuring two grandmothers to foster a better understanding of AI technology among the public. The campaign aims to engage with a broader audience and demystify AI through relatable messaging.
Brands, Platforms, and Creators: The Challenge of Building a More Inclusive Culture
Goal: Promote diverse representation and challenge stereotypes in advertising and content.
Media: Virtual event, social media
Summary: The Unstereotype Alliance Summit Latam 2026, organized by ONU Mujeres, focused on the importance of representation in advertising and content creation. Key speakers discussed the need to challenge stereotypes and the impact of narratives on culture. They emphasized that transforming these narratives can create new opportunities and foster more inclusive futures.
Preview: Shell Reinforces Its Bet on Scaloni with Don by Havas
Goal: To emphasize confidence and empowerment for consumers
Claim: You Have What It Takes
Media: Television and digital platforms
Summary: Shell and Don by Havas have launched the new campaign for Shell V-Power titled 'You Have What It Takes'. Lionel Scaloni returns as the protagonist, highlighting the importance of confidence, power, and the attitude required to face challenges. The campaign aims to inspire self-trust through Scaloni's unique authority and authenticity.
Taleggio Dop, the new advertisement with Orietta Berti begins
Goal: Promote Taleggio Dop cheese and its versatility in family meals
Claim: The real transgression is returning to simple things
Media: Television, radio, digital platforms
Summary: The Consorzio Tutela Taleggio launches a new advertising campaign with Orietta Berti, running from October to December 2026. The campaign includes television, radio, and digital platforms, featuring a recognizable jingle and social media content. It emphasizes family meals and the versatility of Taleggio Dop in cooking, supported by a unique soundtrack combining folk and dance elements.
Advertising: Star Challenges Prejudices About Broth with a Granny
Goal: Change perceptions of ready-made broth
Claim: If you don't try it, you'll be the broth.
Media: Television, influencer marketing, PR, digital PR, in-store initiatives
Summary: The new campaign 'Brodino a chi?' by Gran Brodo Star aims to challenge traditional perceptions of ready-made broth and encourages consumers to try it through a humorous and contemporary approach. Featuring a character named Granny Star, the campaign positions itself as a modern reinvention of the broth category, implementing a multi-channel strategy that includes social media and various marketing initiatives to engage the community.
Toranomon Advertising Festival ‘Keisai-1 Grand Prix’ Award Winners Announced: The Grand Prize Features Typography Ads that Emphasize the ‘Festival’
Source: https://www.advertimes.com/20261020/article561071/
Goal: To promote creativity among young creators through a signage advertising competition
Claim: Expressing the fun of the festival with unique typography and animation
Media: 15-second signage advertising
Summary: The winners of the Keisai-1 Grand Prix, a competition for 15-second signage ads aimed at young creators, were announced at the Toranomon Advertising Festival 2026. The theme focused on the advertisement of the festival itself, showcasing creativity and humor. The top award, the Gold Tiger, was given to a team that creatively replaced the ending of phrases with '祭' (matsuri/festival), reflecting the joy of the event. The awards highlighted the expectation of discovering new talents from this initiative.
It’s Time to Show Fear with the Campaign
Goal: To demonstrate the impact of ad skipping restrictions
Claim: Viewership remains unchanged while ads reach significantly more viewers
Media: Television
Summary: The limitation on ad skipping on Pro Plus programs has sparked strong reactions, but Aleš Muhič emphasizes that viewership remains unchanged, and the advertisements are reaching significantly more audiences.
pubX raises US$5m as agent-to-agent ad push accelerates
Source: https://www.marketing-interactive.com/pubx-raises-5-million-as-agent-to-agent-ad-push-accelerates
Goal: Expand US operations and develop direct transaction capabilities
Claim: Agents let us finish what was started.
Media: Digital advertising, agent-to-agent transactions
Summary: Agentic ad platform pubX has raised US$5 million to enhance its agent-to-agent advertising technology while expanding into the US market. The investment will help build its demand-side business and improve the infrastructure enabling direct transactions between buyer and seller agents. PubX aims to address challenges in media buying autonomy, emphasizing the importance of media quality and governance signals in decision-making.
JustAd raises $5m to take ‘Advertise Now, Pay Later’ into new markets
Source: https://campaignme.com/justad-raises-5m-to-take-advertise-now-pay-later-into-new-markets/
Goal: Expand into new markets and provide a financing model for advertisers.
Claim: Advertise Now, Pay Later is a new idea that changes how businesses fund their growth.
Media: Meta, TikTok, Snapchat, Google Ads
Summary: JustAd, an AI-powered marketing operating system, has secured a $5 million investment to expand its services into new markets. The company aims to assist advertisers with its 'Advertise Now, Pay Later' model, which allows businesses to finance their advertising campaigns in installments, helping them address cash-flow challenges. JustAd integrates marketing tools for comprehensive campaign management across major platforms.
Ads of the Week: 13 Campaigns That Caught Our Eye, From Chipotle to Pringles
Goal: Increase brand engagement
Summary: This week's advertisements feature big names such as Bill Murray for Rivian and Kim Kardashian for DoorDash. Notable campaigns include Chipotle's oversized takeout bag giveaway and Pringles' creative ad featuring glimpses of the afterlife. Additionally, the week's most effective ad aims to uplift moods.
Agency in Linz: Fredmansky Develops New Image Campaign for Hypo Oberösterreich
Goal: To enhance the brand image
Summary: The article discusses Fredmansky's development of a new image campaign for Hypo Oberösterreich, aimed at improving its brand perception in the market.
Media Week Awards winners 2026: Trade Body Research | Campaign UK
Goal: To bridge the growth gap in advertising.
Summary: The article announces the Gold winner of the Media Week Awards 2026, highlighting 'The Growth Gap' campaign by Thinkbox in collaboration with WPP Media.
Media Week Awards winners 2026: Research Insight | Campaign UK
Goal: To create impactful advertising.
Summary: The article announces the winners of the Media Week Awards 2026, highlighting that the Gold award in the research insight category was awarded to LADbible for their campaign 'For f**k's sake productions.'
Media Week Awards winners 2026: Media Idea – Under £250k (Media Owner)
Goal: Promote a TV show
Summary: The campaign 'Superman and Love Island' by ITV for Warner Bros. won the gold award in the Media Idea category under £250k at the Media Week Awards 2026.
Media Week Awards winners 2026: Media Idea – Launch (Media Owner) | Campaign UK
Goal: To promote the Christmas offerings of Waitrose
Summary: The Media Week Awards recognized the 'Waitrose Christmas' campaign by ITV and MG OMD as the gold winner in the Media Idea – Launch category. This highlights the effective advertising efforts around the holiday season for Waitrose.
Media Week Awards winners 2026: Long-Term Media Strategy
Goal: Support the next generation of UK music
Claim: Powerfully backing the next generation
Summary: The article highlights the gold award-winning campaign 'Amex 'Unsigned' by UM London for American Express, which focuses on empowering the next generation of music in the UK.
New: DraftLine and Brahma Reach Out to Younger Generations
Source: https://www.adlatina.com/publicidad/draftline-y-brahma-se-acercan-a-las-generaciones-mas-jvenes
Goal: To connect with younger consumers and introduce sweet beer options
Claim: Smooth, refreshing, and (why not?) sweet
Media: Television, outdoor, streaming platforms, and social media
Summary: The campaign was developed for the launch of new sweet beer flavors, lemon and grapefruit, as Brahma seeks to attract younger consumers. DraftLine emphasized the importance of creativity to quickly convey the novelty, with the campaign featuring various media channels to promote the product.
Lionel Messi said goodbye to the Argentine National Team, and brands played their last match with the captain
Goal: To honor Lionel Messi's retirement from the national team
Claim: Thank you, captain
Media: Instagram, OOH (out-of-home advertising)
Summary: Lionel Messi bid farewell to the Argentine national football team in a heartfelt match that attracted creative tributes from various brands. The atmosphere was charged with emotion as Messi, accompanied by past and present teammates and loved ones, scored a penalty and assisted in two other goals during the match against Benin. Brands like Netflix, Noblex, and Carrefour publicly expressed their gratitude, while Mercado Pago and Mastercard engaged fans by inviting them to share their favorite Messi memories for a chance to win a signed jersey.
Atlánticads presented its proposal to connect brands and audiences in Mar del Plata
Goal: Connect brands with audiences in Mar del Plata
Media: Digital totems, municipal screens, traditional and LED arches, backlit banners
Summary: Atlánticads presented its public advertising proposal for the 2027 summer season in Mar del Plata, identifying the area's commercial potential. The initiative, launched with partner companies OSP, Lumissan, and Crónica, offers a diverse range of media formats and strategic locations to meet each advertiser's communication objectives, aiming to transform Mar del Plata's potential into concrete opportunities for brands.
Dentsu France announces the birth of Dentsu.Forecast, dedicated to anticipating the advertising market
Goal: To anticipate and analyze the French advertising market
Summary: Dentsu France has announced the launch of Dentsu.Forecast, a strategic platform dedicated to the reading, analysis, and anticipation of the French advertising market.
Fox Expands Agentic Push With Eyes Set On TV Upfront Future
Goal: Expand agentic capabilities and partnerships.
Claim: First end-to-end agentic platform.
Media: TV advertising, digital transactions
Summary: Fox is advancing its agentic strategy by introducing the TV ad industry's first end-to-end agentic platform. The company plans to enhance its agentic capabilities and involve more agency partners, aiming to make agentic a central element in future upfront discussions.