Brand Tracker

Welcome to the automated Brand Tracker diaries.

Italy

Advertising, Umbria Region bets on irony and lesser-known territories

Campaign: Tourist Campaign of Umbria

Source: https://brand-news.it/brand/istituzioni/p-a/regione-umbria-pubblicita-autunno-2026-su-ironia-e-territori-meno-noti/

Goal: Expand tourism narrative beyond well-known destinations

Media: Two 30-second spots, five 15-second spots, one minute-long film for cinema, and press communication

Summary: The Umbria Region's new tourism campaign, launching on October 18, continues with a comedic narrative featuring a chief's office and truffle hunting, aiming to highlight less-known local areas alongside popular destinations through various media formats.

Global

Zoom and Colin Jost Make the Case for B2B Comedy

Brand: Zoom

Campaign: Zoom Ahead

Source: https://www.adweek.com/media/zoom-colin-jost-b2b-comedy/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=4

Goal: To expand brand recognition beyond video conferencing.

Summary: Zoom has partnered with Colin Jost and his production studio No Notes to create comedically-driven marketing content that positions the brand beyond just video calls. The company's marketing strategy focuses on engaging audiences through humor, leveraging Zoom's established cultural presence, and trusting the vision of Jost's creative team.

B2B marketing branding Comedy

Global

The five most important creative campaigns you should know right now

Brand: De’Longhi

Campaign: Hot or Cold, Always Perfetto

Source: https://www.adlatina.com/publicidad/las-5-campaas-creativas-mas-importantes-que-debes-conocer-ahora-mismo-2059594315

Goal: Show the versatility of the Magnifica Duo coffee machine

Summary: This article highlights five creative advertising campaigns focusing on humor and cultural expressions. Notably, De'Longhi's campaign features Brad Pitt dealing with chaos at home due to his dogs while attempting to enjoy a quiet coffee. The comedic approach showcases the product's versatility without reducing it to a mere demonstration.

advertising Coffee Comedy

Global

Kate McKinnon Is an Evil CEO in Sequel to Zoom’s Bowen Yang-Led Brand Reset

Brand: Zoom

Campaign: Zoom Got It Done

Source: https://www.adweek.com/brand-marketing/kate-mckinnon-is-an-evil-ceo-in-sequel-to-zooms-bowen-yang-led-brand-reset/?itm_source=homepage&itm_medium=the-latest-left&itm_campaign=3

Goal: Position Zoom as a comprehensive AI-enterprise platform and engage a diverse user base.

Media: TV, CTV, OOH, digital, social

Summary: Zoom's sequel campaign 'Zoom Got It Done' features Kate McKinnon as an evil CEO attempting to undermine Zoom, only for her plans to backfire, showcasing Zoom's innovative features. This campaign continues the brand's shift towards positioning itself as an AI-enterprise platform, appealing to millions of daily users.

advertising AI Technology Comedy

Japan

87% Don’t Know It’s the Original: Turning Adversity into Increased Sales with Fuji Pan’s ‘Snack Sand’, Accelerating Self-Deprecation Web CM

Brand: Fuji Pan

Campaign: N-Pa’s Counterattack: Not This One

Source: https://www.advertimes.com/20260915/article557490/

Goal: Increase awareness and sales of Snack Sand

Claim: Original but not recognized by 87%

Media: Television, Web

Summary: Fuji Pan has launched new TV and Web commercials for its Snack Sand product, celebrating its 51st anniversary. Despite being the original 'portable sandwich' since 1975, a surprising 87% of people are unaware of this fact. In response, the company used a self-deprecating ad approach with the character N-Pa to highlight the product's history and improve sales, which did see a significant increase. The new campaign features a humorous storyline where N-Pa, as the Special Public Relations Director, becomes enraged when realizing misunderstandings surrounding the product.

advertising Comedy self-deprecating web commercial

Portugal

Worten Mock Fest: when humor takes the stage

Brand: Worten

Campaign: Worten Mock Fest

Source: https://www.imagensdemarca.pt/artigo/worten-mock-fest-quando-o-humor-entra-em-cena/

Goal: To connect with the audience through humor and entertainment.

Media: Live shows, podcasts, streaming sessions, music performances

Summary: The Worten Mock Fest returned to Cinema São Jorge in Lisbon from August 28 to 30 for its second edition, celebrating comedy in various formats with performances from both international and Portuguese comedians. The festival featured accessible events and aimed to strengthen the brand's strategic association with humor to engage with audiences creatively.

Comedy entertainment festival

Portugal

He who laughs last laughs best!

Brand: Worten

Campaign: Worten MockFest

Source: https://www.imagensdemarca.pt/artigo/quem-ri-por-ultimo-ri-melhor/

Goal: To reinforce brand presence and communication through humor

Claim: N/A

Media: Event, Stand-up comedy

Summary: The article discusses how various brands, including Worten with its Worten MockFest, are utilizing the end of summer to enhance their communication and presence. Worten's campaign features a comedy event that connects with the audience through humor, aiming to strengthen the brand's position in the humor territory.

brand presence Comedy humor sustainability

Jamie Oliver partners Life360 for microdrama comedy series

Brand: Life360

Campaign: microdrama comedy series

Source: https://www.campaignlive.co.uk/article/jamie-oliver-partners-life360-microdrama-comedy-series/1967534

Goal: To promote Life360 through entertainment

Summary: Jamie Oliver has collaborated with Life360 to create a microdrama comedy series designed to engage audiences and promote the Life360 brand.

collaboration Comedy microdrama

United Kingdom

Magners ‘Spit-take’ by Ark Agency

Brand: Magners

Campaign: Spit-take

Source: https://www.campaignlive.co.uk/article/magners-spit-take-ark-agency/1967279

Goal: Promote ongoing sponsorship of a comedy venue

Media: Mural

Summary: Cider brand Magners has unveiled a mural on Brighton Street in Edinburgh as part of its ongoing sponsorship of the comedy venue Underbelly.

Comedy mural sponsorship

Norway

NRK Profile Back on Screen for ‘The Sausage’ to be Roasted

Brand: VGTV

Campaign: Rikets Roast

Source: https://www.kampanje.com/medier/nrk-profil-tilbake-pa-skjermen-narpolsa-skal-grilles/1019789

Goal: To entertain viewers with comedic roasts

Media: VGTV

Summary: Øystein Pettersen is the next person to be roasted in the show 'Rikets Roast' on VGTV. The panel includes comedians Nils-Ingar Aadne, Andrea Løvland, Kevin Kildal, and Isalill Kolpus, led by roastmaster Ole Soo. Pettersen expresses both hope and fear about his roast, while Kolpus, making her debut in this format, shares her apprehensions about roasting someone known for positivity. The show was recorded before an audience and is set to air on VGTV.

Comedy entertainment roast

Global

Cheez-It celebrates cheesy comedy at Edinburgh Fringe

Brand: Cheez-It

Campaign: Cheesy Comedy at Edinburgh Fringe

Source: https://www.campaignlive.co.uk/article/cheez-it-celebrates-cheesy-comedy-edinburgh-fringe/1966806

Goal: To promote Cheez-It at a comedy festival

Summary: Cheez-It engaged with audiences at the Edinburgh Fringe Festival through creative brand activations designed to highlight its cheesy snack offerings.

brand activation Comedy Edinburgh Fringe snacks

Norway

Pangstart for Flesvig and Niva

Brand: NRK

Campaign: Oppdrag Europa Season 2

Source: https://www.kampanje.com/premium/pangstart-for-flesvig-og-niva/1017562

Goal: To entertain audiences with travel experiences across Europe

Claim: A hilarious blend of humor and global insights

Media: NRK TV

Summary: The second season of 'Oppdrag Europa', featuring comedians Herman Flesvig and Mikkel Niva, premiered on July 16 on NRK. The show has already garnered impressive viewership, with episodes showcasing travel in various countries including Turkey and Italy. The format is a mix of humor and cultural insights, appealing broadly to audiences.

Comedy television travel

The Five Most Important Creative Campaigns to Watch

Brand: Reese’s Oreo

Campaign: Two Fated Icons

Source: https://www.adlatina.com/publicidad/las-5-campaas-creativas-mas-importantes-que-debes-conocer-ahora-mismo-1525135141

Goal: Celebrate the one-year anniversary and highlight iconic combinations.

Media: Video advertisement

Summary: The article highlights five creative campaigns, including Reese’s Oreo's campaign that features a comedic narrative exploring the dynamics of certain pairings, with Amy Sedaris and Lindsay Lohan illustrating the theme of destined combinations directed by Patricia Arquette.

advertising campaign celebrity collaboration Comedy

Portugal

Tribeca Festival Lisbon and Imperial Business School Join Worten Mock Fest

Brand: Worten

Campaign: Worten Mock Fest

Source: https://www.imagensdemarca.pt/artigo/tribeca-festival-lisboa-e-imperial-business-school-juntam-se-ao-worten-mock-fest-com-novo-palco-dedicado-a-criatividade-e-aos-negocios/

Goal: To foster discussions on creativity and leadership in the entertainment industry

Media: Live talks, podcasts, digital content, outdoor programming

Summary: The Worten Mock Fest is enhanced by the introduction of the Tribeca Storymakers stage, featuring talks on creativity, communication, and leadership, in collaboration with the Tribeca Festival Lisboa and Imperial Business School. The festival takes place from August 28 to 30 in Lisbon, offering free access to the majority of its programming, including stand-up performances and live podcasts, while aiming to be a hub for humor, culture, and creativity.

Comedy creativity entertainment leadership marketing