Welcome to the automated Brand Tracker diaries.
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.
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.
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.
Jämtkraft Launches New Advertising Concept with Avdelning 44
Source: https://www.resume.se/marknadsforing/kampanj/sundsvalls-kommun-krokar-arm-med-jamtkraft/
Goal: To explain electricity contracts in an entertaining format
Media: TV, radio, local media, outdoor, social media
Summary: Jämtkraft is launching a new advertising concept in collaboration with the humor group Avdelning 44 to explain electricity contracts, especially to the Västernorrland market. The campaign integrates the group's established style, featuring characters who engage with the topic humorously. This collaboration is noted for its strong local ties and the creative freedom given to the group.
Premiere: Magistral and Pluma Agency revive a classic of the brand to launch their new Antigrasa
Goal: To introduce a new product category while leveraging nostalgic humor
Claim: Introducing the new Magistral Antigrasa with the essence of the past campaign
Summary: Magistral, in collaboration with Pluma Agency, has launched a new campaign titled 'Brazudo' to promote their new product, Magistral Antigrasa. This campaign draws inspiration from a classic ad called 'Fisicoculturista' that debuted 18 years ago. It aims to blend humor and nostalgia while marking a significant product and communication shift for the brand. The campaign features wrestler Vicente Viloni and seeks to highlight the product's superior qualities.
New: OniriaTBWA and McDonald’s launch ‘Impatient’
Source: https://www.adlatina.com/publicidad/nuevo-oniria-tbwa-y-mcdonalds-lanzan-impacientes
Goal: To highlight the impatience that comes with cravings
Media: microspots and prints
Summary: The campaign created by OniriaTBWA for McDonald's showcases humorous and realistic moments from daily life, emphasizing how impatience can complicate things while awaiting to enjoy one's order. It features situations at the drive-thru, in the car, or in the elevator, illustrating how hunger prompts fans to prioritize their cravings above all else.
Preview: Naranja X teamed up with Isla Buenos Aires to present ‘Shared Accounts, Clear Accounts’
Goal: To highlight friction in financial management among relationships with humor.
Summary: Naranja X introduces its new campaign 'Cuentas compartidas, cuentas claras' featuring Jimena Barón and Matías Palleiro. The campaign humorously addresses everyday financial frictions in relationships while showcasing the fintech's solution for managing money among multiple people simply and transparently.
US Campaign: Sixt Celebrates ‘First Time’ in a Crazy Way with Liquid Death
Goal: To celebrate the concept of 'firsts' in a unique way
Claim: Experience the crazy joy of first-time adventures
Summary: The article discusses a new campaign by Sixt in collaboration with Liquid Death, focusing on celebrating 'firsts' through a creative and humorous lens. The campaign aims to evoke excitement associated with trying new experiences.
Preview: La América and Lucchetti present ‘Mother Nature’
Source: https://www.adlatina.com/publicidad/preestreno-la-amrica-y-lucchetti-presentan-madre-naturaleza
Goal: To celebrate Mother's Day by honoring mothers.
Claim: Simply greet all the moms.
Media: Video advertisement
Summary: Ahead of Mother's Day, La América and Lucchetti have launched a humorous commercial titled 'Mother Nature' that emphasizes the importance of asking mom before making any decisions. The campaign aims to greet and honor mothers on their special day, as encouraged by the agency's insights.
Preview: Isla Buenos Aires and H2OH! Non-Carbonated Show Different Types of Turbulences
Goal: Build awareness around the new non-carbonated flavored water variant.
Claim: H2OH! non-carbonated supports us through daily turbulence.
Media: Audiovisual content, social media, outdoor advertising, and other contact points.
Summary: The campaign 'Turbulencias' created by Isla Buenos Aires for H2OH! non-carbonated aims to resonate with Argentinians by depicting relatable everyday situations. It seeks to raise awareness about the new product offering, aligning with the humorous portrayal of common experiences. By exploiting the metaphor of the turbulence faced in Argentina, the campaign encourages a lighter approach to life's challenges.
Xfin creates the verb ‘xfinar’ and chooses César Mourão for new campaign
Goal: To promote the comparison of financial alternatives before making decisions.
Claim: Have you xfinar'd that yet?
Media: Digital platforms and social media
Summary: Xfin launched a new campaign to introduce the verb 'xfinar' into the Portuguese vocabulary with comedian César Mourão. The campaign consists of five digital films that use humor to encourage people to compare financial options before making decisions. The initiative comes during a period of growth for Xfin, aiming to raise awareness of the brand and emphasize that their intermediation service is free for clients.
Preview: Gut and DiDi Turn Availability into the Perfect Exit
Goal: To showcase the availability and speed of DiDi's services in everyday situations
Claim: You Ask. You Go.
Media: Television, digital, and outdoor advertising throughout Argentina
Summary: The campaign 'You Ask. You Go.' by DiDi, created with Gut Buenos Aires, highlights the availability of drivers and quick response times through humorous everyday scenarios. It uses relatable situations where the arrival of a DiDi notification presents an opportunity to leave situations just when needed. Featuring short, agile commercials, the campaign aims to communicate the convenience of DiDi in a light-hearted and engaging manner.
ETA is here for everyone. OAK builds a new campaign for life without filters
Goal: To connect with a younger audience while showcasing the authenticity of everyday life.
Claim: ETA is here for everyone
Media: Television spots, photography
Summary: ETA has launched a new campaign focused on authentic everyday life, moving away from traditionally staged environments. The campaign, created by agency OAK, emphasizes humor and real-life situations to appeal to a younger audience while maintaining the brand's strong identity and history. Key visuals and a television spot feature various households and daily activities involving ETA products, aiming for a natural and relatable communication style.
Keano Continues to Top The Interesting Index for Q3
Source: https://www.adworld.ie/2026/10/02/keano-continues-to-top-the-interesting-index-for-q3/
Goal: To create memorable advertising that resonates with viewers
Summary: Sky Mobile's ongoing partnership with Roy Keane has proven successful, maintaining its position in the top 10 most remembered ads in Ireland for the seventh consecutive time, with a focus on Keane's humorous take on value for money.
Boys+Girls spreads kids joy of Jacob’s
Source: https://marketing.ie/boysgirls-jacobs-ads-spread-joy/
Goal: To highlight the reality of family life and the joy Jacob's biscuits can bring to everyday moments.
Media: TV, VOD, social, and digital
Summary: Jacob’s new campaign ‘Bakes It Better,’ created by Boys+Girls, takes a humorous look at the everyday challenges of family life while showcasing how Jacob’s biscuits can make these moments better. The first film, ‘Dinosaur,’ tells the story of a father planning a dinosaur-themed birthday party for his daughter, who suddenly prefers unicorns, but still loves Jacob’s Mikados. The campaign aims to resonate with recognizable family truths and includes additional films, with ‘Dinosaur’ being the initial rollout across various media.
Boliden and ABB Launch Campaign for Cable Cabinets
Source: https://www.resume.se/marknadsforing/kampanj/boliden-och-abb-hyllar-kabelskap-obesjungen-hjalte/
Goal: To give a voice to an essential, often overlooked element of society while showcasing the industry's role in climate transition.
Claim: What would a cable cabinet say if it could talk?
Media: Digital channels and outdoor advertising in the subway in Stockholm
Summary: Boliden and ABB have launched a campaign that personifies cable cabinets, making them a focal point for life's moments, big and small. The campaign features a humorous, anthropomorphized cable cabinet in various everyday situations, aiming to highlight the importance of these often-unseen elements in our lives and the role of the industry in climate change initiatives. The campaign emphasizes that ABB's cable cabinets are protected by Boliden's 'Low-Carbon Zinc', which has a lower ecological footprint.
Zoom Turns to Humor Again to Show It’s Much More Than a Video Call Platform
Goal: To demonstrate Zoom's broader capabilities beyond video conferencing
Claim: Zoom is much more than just a video call platform
Summary: The article discusses Zoom's use of humor in its latest campaign to highlight that the platform offers more than just video conferencing services, aiming to reshape public perception.
Premiere: Gut Buenos Aires and Mercado Libre announce that the brand now offers free shipping
Goal: To improve the user experience with free shipping
Claim: Finally, something goes in my favor
Media: Television, digital, outdoor
Summary: The campaign 'Una buena' by Gut Buenos Aires promotes Mercado Libre's new benefit of free shipping on purchases over 15,000 pesos through the Meli+ subscription. Utilizing humor, the campaign depicts unfortunate situations that eventually resolve positively, celebrating the concept of 'Una buena' which resonates with Argentine culture. The campaign is launched across television, digital platforms, and outdoor advertising throughout Argentina.
Brad Pitt at the service of demanding dogs in the new De’Longhi advertisement
Goal: To increase brand engagement and visibility through humor.
Media: Digital media
Summary: Brad Pitt stars in a new advertisement for the De’Longhi Magnifica Duo coffee machine, where he is humorously chastised by a group of dogs about his daily routines. Directed by Spike Jonze, the campaign takes a comedic approach, distinguishing it from traditional high-end appliance ads by transforming the advertisement into entertainment content and leveraging Brad Pitt's comedic talent to enhance brand presence.
Jacob’s Launches New ‘Bakes It Better’ Platform with Boys + Girls
Source: https://www.adworld.ie/2026/09/11/jacobs-launches-new-bakes-it-better-platform-with-boys-girls/
Goal: To reflect contemporary family life in a relatable way.
Claim: Baked with care and eaten with love.
Media: TV, VOD, social, digital
Summary: Jacob’s has launched its new campaign 'Bakes It Better' created by agency Boys + Girls, focusing on relatable family moments and the comfort of Jacob’s biscuits, through the humorous lens of everyday family life. The initial film, 'Dinosaur', depicts a father's efforts to celebrate his daughter's love for dinosaurs which takes a humorous turn when she suddenly prefers unicorns instead, showcasing the warmth that Jacob’s products can bring to imperfect situations.
Comviq Celebrates 45 Years with a Campaign about Midlife Crisis
Source: https://www.resume.se/marknadsforing/kampanj/comviq-firar-45-med-kris-pris/
Goal: Celebrate 45 years with humor and relatable themes
Claim: 45-year crisis? No, 45-year prices!
Summary: Comviq is launching a campaign celebrating its 45th anniversary with the slogan '45-year crisis? No, 45-year prices!' The campaign connects the concept of a midlife crisis with low prices, aiming to resonate with the audience's experiences while maintaining a humorous and self-aware tone. Creative lead Marcus Hägglöf emphasizes the authentic and humorous approach taken throughout the campaign.
Ica’s New Advertising Film Reflects the 2026 Election Campaign
Source: https://www.resume.se/marknadsforing/kampanj/ica-hakar-pa-valrorelsen-i-ny-kampanj/
Goal: To comment on the upcoming election with a light-hearted approach
Media: Television
Summary: Ica has launched a new advertising film that reflects the political election campaign for September 13. Aiming to stay relevant while keeping a humorous tone, the film seeks to comment on the election and highlight the privilege of living in Sweden. The campaign is designed to connect with the current political climate without coming off as overly serious.
He who laughs last laughs best!
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.
Premiere: Ganem Mexico and Peperami Recognize the Moments We Have to ‘Eat’ Against Our Will
Goal: To connect with people through humor and shared experiences
Claim: Your craving knows what to choose
Summary: Peperami's new campaign 'Your Craving Tastes' humorously addresses uncomfortable situations that people often have to endure. The campaign features a boss who incessantly tells bad jokes, demonstrating how individuals must 'eat' these moments despite their displeasure. It emphasizes the importance of humor in campaigns and aims to make people feel identified with shared experiences.
Funny Campaign by Mother: Uber Eats Makes Bruce Darnell the Deal Benefactor
Goal: Promote Uber Eats deals
Summary: The campaign by Mother features Bruce Darnell as the deal benefactor for Uber Eats, aiming to highlight the value of their offers. It humorously engages with audiences to promote the brand's special deals.
noon Food offers parents ‘FINALLY’ moment in back-to-school campaign
Goal: To celebrate the relief parents feel when kids go back to school.
Claim: FINALLY
Media: Social media, on-ground engagement
Summary: noon Food's back-to-school campaign uniquely focuses on parents, highlighting their relief with the return of routine and peace when kids go back to school. Running from August 28 to September 6 in the UAE, it uses humor to shift perceptions of the brand from just a delivery service to an emotionally relevant participant in family life. The campaign involves surprising parents with free coffee during school drop-offs, making the back-to-school experience about them.
Torbjörn Averås Skorup Highlights Menstruation and Incontinence
Source: https://www.resume.se/marknadsforing/kampanj/hygienhumor-i-essitys-nya-reklamsatsning/
Goal: To promote open conversations about menstruation, incontinence, and menopause
Media: YouTube
Summary: The campaign addresses topics like menstruation, incontinence, and public hygiene through a series of films featuring comedian Torbjörn Averås Skorup, blending humor with factual information. Essity aims to make these difficult topics more approachable through storytelling and expert knowledge.
Liquid Death and Garage Beer launch campaign with Jason Kelce
Source: https://www.resume.se/marknadsforing/kampanj/se-taylor-swifts-svager-pissa-i-en-burk/
Goal: Raise awareness about water usage in data centers
Claim: AI data centers waste millions of gallons of water
Summary: Liquid Death and Garage Beer have launched a campaign titled 'We want your pee' featuring Jason Kelce. The campaign uses humor to highlight the issue of high water consumption by data centers while encouraging viewers to send in their urine. The initiative stems from growing criticism against the construction of data centers in residential areas due to their water usage.
Why carry half a wardrobe when you can order Uber?
Source: https://www.media-marketing.com/vijesti/zasto-nositi-pola-ormara-kada-mozete-naruciti-uber/
Goal: To highlight the convenience of using Uber over traditional routines.
Claim: oder aber Uber
Media: Television, digital, DOOH, social media
Summary: Uber and Serviceplan launched the campaign 'oder aber Uber', presenting humorous documentaries about everyday habits that often skip the convenience of using Uber. Featuring scenarios around dressing for the weather and typical outings, the campaign encourages people to rethink their movement choices, emphasizing that Uber is a viable alternative.
Stanley entrusted the cleaning of marketing nonsense to a tool box
Goal: To appeal to independent craftsmen and small companies in the residential construction sector by promoting practicality and reliability in tools.
Claim: If it sounds like nonsense, it probably is.
Media: Digital and social channels, retail media, in-store promotions
Summary: Stanley has launched a new global campaign featuring Stan, a talking tool box that critiques exaggerated marketing claims and overly complicated products. The campaign, titled 'All Build. No Bull.', targets independent craftsmen and small businesses, emphasizing practicality and reliability. It unfolds through a series of humorous advertisements that resonate with professional experiences on construction sites. The campaign aims to position Stanley as a brand for experienced tool users who are skeptical of marketing embellishments.
PETA promotes vegan diet humorously referencing its benefits for sexual performance
Source: https://www.reasonwhy.es/actualidad/peta-dieta-vegana-mejores-erecciones-agencia-samy
Goal: Promote the benefits of a vegan diet for sexual performance
Claim: A vegan diet can enhance sexual performance
Summary: PETA promotes a vegan diet humorously, highlighting its benefits for sexual performance.
Think you’ve mastered the art of staying chill? SNICKERS is hiring
Goal: Promote SNICKERS Ice Cream minis and engage consumers humorously
Claim: Delivering satisfaction in perfectly snackable bites
Media: Social media
Summary: SNICKERS Ice Cream launched its first-ever 'Chief Online Chill Officer' campaign, inviting consumers to apply for a paid role to monitor and respond to heated online conversations humorously while promoting the new ice cream minis range. The campaign aims to position SNICKERS as a light-hearted antidote to online negativity, allowing the selected candidate to create content and distribute Snoickers Ice Cream coupons.
BMW M AND SERVICEPLAN MIDDLE EAST TACKLE TURNS WITH HUMOR – AD
Source: https://pub.be/fr/bmw-m-et-serviceplan-middle-east-sattaquent-aux-virages-avec-humour/
Goal: Engage audience with humor
Summary: The campaign 'M ET SERVICEPLAN MIDDLE EAST' by BMW aims to approach driving challenges with humor, enhancing the connection with the audience in the Middle East.
Paddy Power Turns Dublin Wheel Clamps Into Ads for Comedy Festival
Goal: Generate buzz and attendance for the Comedy Festival
Claim: Swap a grim surprise for a good laugh
Media: Outdoor advertising, social media
Summary: Paddy Power launched a humorous campaign by turning wheel clamps into advertising for the Paddy Power Comedy Festival in Dublin. The outdoor activation involved stenciled yellow clamps with funny messages aimed at clamped motorists. People who spotted the ads received free tickets to the festival, which featured a lineup of well-known comedians. The initiative aimed to uplift spirits and create a connection with the audience.
Dublin Drivers Get a Reason to Laugh with Blocked Wheel
Goal: To bring humor to an unpleasant situation
Media: Social media
Summary: Paddy Power has turned a frustrating situation for drivers in Dublin—having their car wheels blocked—into a comedic opportunity by placing humorous messages on the yellow wheel clamps. This initiative, called 'A Captive Audience', aims to lift spirits during an awkward moment and includes distributing free tickets to the Paddy Power Comedy Festival, which runs from July 23 to July 26 at Iveagh Gardens. The campaign creatively utilizes an unpleasant experience to provide humor and promote a comedy festival.
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.
Zevia taps Cardi B to serve up real talk in biggest campaign to date
Goal: To engage consumers by leveraging Cardi B's persona and humor
Media: streaming TV, social media, retail displays
Summary: Zevia has launched its largest campaign to date, 'Real Talk Interpreter,' featuring rapper Cardi B as a shareholder and ambassador. The campaign employs humor and focuses on genuine communication, with Cardi B interpreting conversations in quirky scenarios to showcase the brand’s natural ingredients. Additionally, the campaign includes social media components and a sweepstakes for branded merchandise.
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.
Bloom Delivers Egg-citing AI Campaign for Radio Nova
Source: https://www.adworld.ie/2026/06/18/bloom-delivers-egg-citing-ai-campaign-for-radio-nova/
Goal: To innovate and engage audiences through unique radio advertising
Claim: First use of AI-generated animated radio presenters in Irish audio campaign
Media: Virgin Media Television, Sky network, cinemas, digital and social channels
Summary: Radio Nova has launched a €200,000 marketing campaign for its breakfast programme featuring AI-generated animated presenters. Produced by Bloom Advertising, the campaign combines improvised recordings with AI technology, showcasing innovation in radio advertising in Ireland.