Welcome to the automated Brand Tracker diaries.
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.
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.
Hitting Back Against AI Accusations – Here’s Komatsu’s Latest Film
Source: https://www.resume.se/marknadsforing/kampanj/japanska-bolaget-slapper-ny-animereklam-om-manresor/
Goal: To humanize the brand's heavy machinery and advanced technology in the context of historical innovations.
Media: anime film
Summary: Komatsu has launched its third anime film, 'Here’s to progress', produced in collaboration with Prime and Brikk, focusing on a future project to build on the moon. The film reflects on humanity's historic skepticism towards innovations and ties it to Komatsu's efforts in advanced technology. Despite accusations of being AI-created, the film was handcrafted by the animation studio Brikk.
T-Mobile Celebrates 30 Years in the Czech Market and Continues to Innovate
Goal: To enhance customer relationships and loyalty
Claim: A technology partner for millions of customers
Media: Mobile app
Summary: T-Mobile has celebrated its 30th anniversary in the Czech market, transforming from a mobile operator to a technology partner. Over the years, it has evolved its services significantly, including the launch of the Magenta Moments customer program in 2023, which has already registered over two million users. The brand focuses on enhancing customer relationships and preparing for future developments.
The AI Film with Greta Garbo Receives Criticism
Source: https://www.resume.se/marknadsforing/kampanj/ai-filmen-med-greta-garbo-sagas/
Goal: To showcase SKF's technology using an AI-generated Greta Garbo.
Media: TV
Summary: SKF has resurrected Greta Garbo using AI in a new campaign film that aims to highlight the company's technology. The campaign, developed in collaboration with agency Nord, connects to a principle established by SKF in 1919. Despite the involvement of Garbo's family, the film received poor reviews, including a critique in The Guardian that deemed it a diminishing portrayal of the iconic actress.
Weekend.19 Started a Day Earlier: Health Opened This Year’s Festival Marathon
Goal: To transform the system and approach to health
Summary: The Weekend festival in Rovinj began a day earlier this year with the first Health.Weekend event, focusing on the intersection of health and technology. Experts from various industries discussed the changing expectations of consumers regarding healthcare services and the rise of self-monitoring technologies. Notable speakers emphasized the importance of reliability in health measurements and the increasing pressure on healthcare systems due to longer lifespans and more patients.
Midea introduces ‘Simply Ideal’ with global brand film
Goal: Translate brand philosophy into a message for consumers worldwide
Claim: Ideal living should not feel complicated
Media: Film
Summary: Midea introduced its new brand philosophy 'Simply Ideal' with a global brand film created by F5 Shanghai. Launched on September 5 during IFA 2026 in Berlin, the philosophy focuses on simplicity and ease of use. The film aims to convey that technology in the home should make daily life easier, emphasizing user experience. Advanced technology, artificial intelligence, and engineering form the foundation, while comfort and convenience are prioritized.
SoMo Borac extends the submission deadline by six days, new deadline is September 29
Goal: Encourage submissions for digital projects
Media: Digital media, Conference
Summary: The deadline for submissions for the 14th edition of SoMo Borac powered by Aleph has been extended to September 29, 2026, at 23:59. This year's competition includes 17 categories across two streams, SoMo Media and SoMo Advertising, covering various aspects of digital campaigns and creative works. Participants can benefit from a 4+1 model where the fifth entry is free. There will also be a conference program accompanying the competition, focused on new technologies and trends in the digital industry.
DREAMMEDIA and Initiative develop one of the most comprehensive OOH campaigns for Lipton
Goal: To create a comprehensive Out-of-Home advertising presence with high levels of interactivity and technological integration.
Claim: This campaign shows what Out-of-Home can offer to brands.
Media: Out-of-Home, digital screens, public transport, interactive gaming
Summary: DREAMMEDIA, in partnership with Initiative, developed a nationwide Out-of-Home campaign for Lipton that achieved over 92% national coverage and garnered more than 6.8 billion views. The campaign utilized various formats and incorporated advanced technology, interactive gaming, and dynamic content tailored to context, demonstrating the transformative potential of Digital Out-of-Home media as a platform for entertainment and engagement.
That Fruit of Temptation (Apple unveiled new iPhone Duo, 18 Pro, new Watch and AirPods 5)
Goal: Introduce new products and enhance user experience with innovative designs
Claim: Designed to be your smart personal hub
Summary: Apple unveiled its latest products, including the iPhone Duo, 18 Pro, Watch, and AirPods 5, at its September event. The new iPhone Duo is a foldable phone aimed at providing a smooth and intuitive user experience, equipped with a titanium body and advanced multitasking features. The iPhone 18 Pro and Pro Max also presented significant upgrades in battery life and camera technology, designed to work seamlessly with Apple's AI implementations.
New: with the spot ‘Of Terror’, Bucle IA Estudio claims that AI no longer scares anyone
Goal: To shift the conversation about technology from fear to practical understanding of AI usage
Claim: Artificial intelligence no longer scares anyone. It is just another work tool.
Summary: The campaign 'De Terror' by Bucle IA Estudio aims to change the narrative around artificial intelligence from a source of fear to a practical tool. The studio emphasizes that the true concern is not about AI being scary, but about how it is utilized, stressing the importance of human oversight in the creative process.
The similarity between creatine and cocaine is the insight of this supplement brand’s campaign
Source: https://www.reasonwhy.es/actualidad/ag1-campana-publicidad-creatina-control-aeropuerto
Goal: Raise awareness about the iPhone Duo
Summary: The article discusses Apple's presentation of the iPhone Duo, highlighting a new era in technology with John Ternus as the CEO.
AdKaora Transforms Identity with Dude Design and Emphasizes ‘Breathing Innovation’
Goal: To create a new brand identity that reflects human intuition and technology.
Claim: Breathing Innovation
Summary: AdKaora has undergone a rebranding process led by Dude Design to usher in a new phase for the MarTech agency under Mondadori Digital. The rebrand emphasizes a vision where human intuition works in harmony with technology, reflected in the new slogan 'Breathing Innovation'. This shift follows recent expansions and mergers, aiming to unify diverse capabilities under a single identity. The new visual identity juxtaposes human and technological elements, denoting a living, adaptable technology. AdKaora now focuses on a full-funnel model encompassing brand awareness, lead generation, and conversion, driven by new marketing technologies.
UGC Creators: A New Generation of Creators or Cheap Labor?
Goal: Introduce a personal AI agent
Claim: Personal AI agent capable of browsing and making purchases
Summary: Meta has launched Muse, a personal AI agent that can use other applications, browse the internet, and make purchases with user permission. Currently, it is available in the USA.
Ina Baznik is the new project director at Agency 101 – Marketing Magazine
Goal: Introduce a personal UI agent to users
Claim: Muse is a personal UI agent that can browse the web and make purchases with user permission
Summary: Meta has launched Muse, a personal UI agent that can use other applications, browse the internet, and make purchases with user permission. It is currently available in the USA.
Do You Speak French in Slovenian? It’s Time for Proper French!
Goal: Introduce a personal AI agent
Claim: A personal AI agent that can browse the web and make purchases.
Summary: Meta has introduced Muse, a personal AI agent that allows users to use other applications, browse the web, and, with user permission, make purchases. It is currently available in the USA.
How to build a digital product that doesn’t compete for attention?
Goal: To introduce a personal UI agent that improves user experience
Claim: A personal UI agent that can help with various tasks.
Summary: Meta has launched Muse, a personal UI agent that can use other applications, browse the web, and make purchases with user permission. It is currently available in the United States.
Technology with Purpose: When Innovation Responds to Real Needs
Goal: To explore how technology meets real consumer needs.
Media: Newsletter
Summary: In the seventh episode of 'Escolhas em Jogo', consumer questions take center stage, challenging brands to reflect on the utility and real impact of their solutions. A panel of representatives from Verisure, Resolve Já, and Candy discusses how innovation can genuinely assist in daily life, through spontaneous and transparent dialogue guided by consumer inquiries.
Volvo Updates 40 Series with More Technology, Safety, and Artificial Intelligence
Goal: To promote the newly upgraded XC40, EX40, and EC40 models with enhanced technology and safety features.
Claim: The best versions ever of these popular models.
Summary: Volvo Cars is launching an updated version of its popular XC40, EX40, and EC40 models featuring a new design, advanced safety technologies, and an enhanced digital experience with Google Gemini. The new models, available for order in Portugal next week, emphasize safety, technology, and design while incorporating a new software platform and more driver assistance features to ensure a safer driving experience.
Niceboy is changing. Alongside headphones, it bets on hair dryers and vacuum cleaners.
Goal: To present Niceboy as a broader technology brand for everyday life and disrupt the strong association with audio products.
Media: Musical spot
Summary: Niceboy's campaign 'Hello, this is Niceboy' aims to reshape the perception of the brand beyond just headphones and speakers, introducing hair dryers and robotic vacuum cleaners. Post-campaign research indicates an expanding brand perception in the Czech Republic, with significant increases in consideration for personal care products and robotic vacuums. The campaign's success is marked by higher brand consideration across multiple categories, though actual sales impact will be monitored in subsequent months.
Teletón Labs: the new innovation unit that has already raised $3.7 million from ANII and seeks to develop solutions for Latam
Goal: Develop rehabilitation solutions for Latin America
Claim: Democratizing access to gait analysis
Summary: Teletón Uruguay has launched Teletón Labs, a new innovation unit aimed at transforming 20 years of knowledge in rehabilitation and inclusion into marketable solutions. They have already secured $3.7 million from the National Agency for Research and Innovation to develop an AI-based gait analysis tool using a mobile phone, making advanced rehabilitation technologies more accessible.
New: Archer Troy Celebrates World Video Game Day with Hisense
Source: https://www.adlatina.com/publicidad/archer-troy-celebra-el-da-mundial-de-los-videojuegos-con-hisense
Goal: To communicate technological development in gaming displays
Claim: Incredible Worlds
Media: Social platforms
Summary: The initiative, under the concept 'Innovating a brighter life', was developed by Archer for Hisense to celebrate World Video Game Day. It focuses on showcasing that any universe or world within video games looks incredible when played on Hisense screens and projectors. The campaign highlights the notion of 'Incredible Worlds' to demonstrate the brand's technological advancements in the gaming category.
Heineken at Rock in Rio Brazil 2026 turns a simple ‘cheers’ into an opportunity to meet
Goal: Create real-life connections through shared musical tastes.
Claim: Transforming what people already love into common ground to meet someone new.
Media: Smart bands, Spotify, physical activations at the festival
Summary: At Rock in Rio Brazil 2026, Heineken is launching The Clinker, an activation designed by LePub and LeGarage that facilitates real-life encounters based on musical compatibility. Attendees use smart bands connected to Heineken cans and glasses to find others with similar music preferences. When they toast, their compatible tastes are revealed. Additionally, Heineken and Spotify will present The Loudest Playlist, which evolves during the festival based on audience reactions. The initiatives aim to enhance connections among attendees, highlighting the role of live events in discovering music beyond algorithms.
AI Opener becomes Tisser: ‘AI experiment makes way for application’
Goal: To transition AI experiments into practical applications
Summary: The article discusses how Tisser has evolved from AI experiments to implementing practical applications of AI, emphasizing the transformation and utilization of AI technology.
Dyson expands into oral care with a premium toothbrush that includes a camera, wifi, and artificial intelligence
Source: https://www.reasonwhy.es/actualidad/dyson-expansion-marca-cuidado-bucal-enfoque-premium
Goal: Launch a premium toothbrush with advanced features
Claim: A premium toothbrush featuring a camera, wifi, and artificial intelligence
Summary: Dyson is expanding into oral care with the introduction of a premium toothbrush that includes innovative features such as a camera, wifi connectivity, and artificial intelligence technology. This move marks the brand's entry into a new market segment.
Apple Reveals New Mac mini: Technology Comes to Life Through the Art of Stop-Motion
Goal: To showcase the capabilities of the new Mac mini
Claim: The new Mac mini is unstoppable
Media: Stop-motion animation
Summary: Apple has unveiled the new generation of Mac mini, highlighting a significant performance boost with the new M6 and M5 Pro chips. The campaign creatively employs traditional stop-motion techniques to present the computer's performance in a tactile and expressive visual narrative. Led by Saulo Rocha from TBWA/Media Arts Lab, the project emphasizes the handcrafted approach alongside the brand's commitment to environmental sustainability, as the new Mac mini integrates recycled materials.
Huawei to unveil a new range of wearable devices on September 2 in Munich. Watch online from 14:00.
Goal: To connect technology with sports, health, creativity, and exploration.
Claim: Chase the Wild
Media: Online platforms and social media
Summary: Huawei will introduce new products on September 2nd in Munich as part of its global campaign 'Chase the Wild'. The launch will feature flagship smartwatches, a new tablet, headphones, and smartphones, focusing on outdoor activities, health monitoring, and the integration of AI for sports analysis. This campaign aims to help users explore new possibilities and connect technology with their everyday lives.
Hajjathon draws 405 applicants to develop innovative pilgrim services
Source: https://www.arabnews.com/node/2656453/saudi-arabia
Goal: Develop innovative solutions to improve services for Hajj and Umrah pilgrims.
Summary: The fourth Hajjathon attracted over 400 applicants to develop practical solutions aimed at enhancing services for Hajj and Umrah pilgrims. The initiative, part of a larger forum, emphasizes technology and innovation to strengthen the pilgrim services ecosystem in line with Saudi Vision 2030.
Germany employs humanoid robots: a new model for industry and services
Goal: To make humanoid robots more accessible and practical for various applications.
Claim: More accessible and practical humanoid robots.
Summary: igus is reinforcing its commitment to humanoid robotics with the launch of Iggy Rob Home, a new version designed for non-traditional industrial applications. Developed in Germany, the robot is aimed at sectors like hospitality, education, research, and logistics. The Iggy Rob Home shares a technical platform with the Iggy Rob Industrial but is tailored for interactive tasks and environments. It's designed to be customizable, with features that facilitate human-robot interaction.
David Dugan on OpenAI’s New Advertising Feature in Chat GPT
Goal: To enhance user experience by delivering targeted advertisements
Claim: Well-targeted ads can save time and are beneficial to users
Media: Chat GPT
Summary: OpenAI is launching its advertising feature in Chat GPT in Sweden after a tumultuous start in the US. Despite criticisms of intrusive advertising, OpenAI believes that if the ads are well-targeted to user inquiries, they can save users time and provide advantages.
Ads Coming to Chat GPT in Sweden
Source: https://www.resume.se/alla-nyheter/morgonsvepet/nu-kommer-annonser-i-chat-gpt-till-sverige/
Goal: To expand advertising presence in Europe
Media: Chat GPT
Summary: Open AI is expanding its advertising initiative by launching Chat GPT Ads in Sweden and 30 other European markets, six months after the test launch in the USA.
Cabify Strengthens Travel Safety (How the New Identity Verification Tool Works for Passengers and Drivers)
Goal: Enhance safety for passengers and drivers
Claim: Increased safety through unique trip verification
Media: Mobile application
Summary: Cabify has introduced a security PIN feature in their app, which generates a unique four-digit code for each trip. This ensures that passengers are getting into the correct vehicle and provides drivers with confirmation that they have the right customer. The feature aims to enhance safety during rides, particularly during high-demand times or at night. Users can customize the activation of this feature from their app settings. This functionality is currently available in Uruguay.
The Brill Building Appointed to Spearhead UK Launch of Coroflo
Source: https://www.adworld.ie/2026/08/17/the-brill-building-appointed-to-spearhead-uk-launch-of-coroflo/
Goal: To support mothers' choices with breastfeeding information through innovative technology
Claim: Using technology to build confidence in breastfeeding
Media: John Lewis, social media, content creators, micro-influencers
Summary: Coroflo has appointed The Brill Building to lead the UK launch of its breastfeeding monitoring technology, Coro. The campaign aims to connect the technology to the real experiences of mothers, focusing on building confidence and reassurance in breastfeeding. This launch is part of Coroflo's international expansion, starting with John Lewis.
Concern for iPhone Users: Apple Changes Anti-Tracking Request in the EU
Goal: To enhance user privacy by changing tracking requests.
Claim: Improved tracking transparency for users.
Summary: Apple has modified its anti-tracking request process in the EU, aiming to provide better transparency for users regarding tracking practices. This change reflects Apple's ongoing commitment to user privacy and security within the region.
Honor Robot Phone: When Hardware Stops Being an Object and Becomes a Subject (the smartphone with a robot camera)
Goal: To establish the smartphone as an entity with emotional connection, not just a tool.
Claim: The smartphone that interacts and possesses presence.
Summary: HONOR introduces the Robot Phone, a groundbreaking smartphone that can move and react autonomously, transforming the traditional perception of mobile devices. It utilizes a mechanical gimbal and artificial intelligence to create an emotional bond with users, marking a significant shift in mobile technology and human-device interaction.
Life’s little moments
Source: https://www.campaignlive.co.uk/article/samsung-lifes-little-moments-taylor-herring/1967414
Goal: To explore the reality of becoming a parent.
Summary: Samsung has launched a campaign titled 'Life’s little moments' to highlight the experience of parenthood in conjunction with the release of the Galaxy Z Fold8 Ultra and the Galaxy Z Fold8 devices.
Samsung Places a Whole Lifetime of a Girl in a Drive to the Hospital
Goal: To highlight the significance of everyday moments through the Galaxy Z Fold8
Claim: The value of a recorded moment doesn’t have to be obvious at the time it happens
Media: Television advertisement, brand film
Summary: Samsung's latest campaign, 'Life's Little Moments', features a future father on his way to the hospital who reflects on the small, unplanned moments that create lasting memories with his daughter, showcasing the Galaxy Z Fold8 and Galaxy Z Fold8 Ultra. The campaign, created by Taylor Herring, emphasizes how these everyday experiences are enriched through technology. Accompanying research indicates that most people associate their strongest childhood memories with simple moments rather than major events.
LG Launches ‘Life’s Good’ Campaign to Free the Mind from Everyday Mental Load
Goal: To address mental overload and show how technology can alleviate everyday burdens.
Claim: Free up your mind
Media: Film, interactive experience
Summary: LG Electronics launched the global campaign 'Life’s Good 2026' with the theme 'Free up your mind', focusing on the mental overload caused by daily demands and how artificial intelligence can help reduce the burden of routine tasks. A study revealed that people spend approximately 87 days a year feeling mentally overloaded. The campaign includes a main film featuring a family embracing spontaneity without daily pressures and highlights how LG's products can assist with routine tasks.
When the Sky Aligns with Music: Vodafone Paredes de Coura is Back
Goal: Enhance festival experience through technology and engagement.
Media: podcasts, live concerts, promotional activities
Summary: Vodafone returns as the main sponsor and technology partner for the Vodafone Paredes de Coura festival, focusing on enhancing network infrastructure and offering new public experiences. The campaign includes the introduction of live podcasts addressing social topics, intimate concerts at unexpected locations, and a prize initiative linked to their loyalty program. Their strategy aims to integrate Vodafone into the festival’s experience without overshadowing its identity.
Microsoft brings the duality between study and leisure to its new campaign for Windows 11
Source: https://www.reasonwhy.es/actualidad/microsoft-lleva-dualidad-estudio-ocio-nueva-campana-windows-11
Goal: Highlight the duality between study and leisure
Summary: Microsoft has launched a new campaign for Windows 11 that emphasizes the balance between study and leisure activities.
The future is for everyone
Source: https://www.campaignlive.co.uk/article/meta-the-future-everyone-in-house/1965912
Goal: Reassure users about AI
Claim: The AI future is for everyone
Media: Facebook
Summary: Meta's CEO, Mark Zuckerberg, has shared a video on Facebook to reassure users that the future of artificial intelligence is inclusive and accessible to everyone.
Vodafone concludes 71 technological innovation projects supported by the PRR
Goal: To validate and accelerate the development of innovative products and services
Summary: Vodafone has completed 71 technological pilot projects in collaboration with the national innovation ecosystem as part of three Test Beds and a Mobilizing Agenda related to the Recovery and Resilience Plan (PRR). These projects, primarily developed in the Vodafone Boost Lab, allowed startups and SMEs to test solutions in areas such as AI, IoT, and healthcare. This initiative not only exceeded its contractual goals but also contributed to the acceleration of new product market entries and collaborative projects that impact economic transformation.
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.
From Advertising to National Defense: Four Major Associations Directly Address the Core Base of Drones, Opening New Cross-Border Layouts in the AI Era
Source: https://www.brain.com.tw/news/articlecontent?ID=53140&sort=
Goal: To promote collaboration between marketing and technology sectors, particularly in the drone industry.
Summary: On May 15, four major advertising associations in Taiwan collaborated for the first time to host an industry exchange event focused on the integration of technology and humanities. The event showcased the latest trends in the global drone industry and Taiwan's key positioning within it, with hopes to foster future collaborations in branding and marketing as the drone sector evolves.
Tesla Lights Up Its Robotaxis in Miami: Southern Florida Becomes the New Laboratory of Autonomous Mobility
Goal: To establish Tesla's Robotaxi service in Miami and test autonomous mobility technology.
Summary: Tesla has launched its fully operational Robotaxi service in Miami, marking its first unsupervised trips outside Texas. This strategic move is set to enhance Miami's reputation as a tech capital while establishing a foothold in the Latin American market. The initial coverage area focuses on West Miami, with plans to build trust before expanding into higher traffic regions.
OpenAI Launches ChatGPT Work and GPT-5.6
Goal: To introduce advanced AI models for professional and general users.
Claim: GPT-5.6 makes ChatGPT the most advanced in reasoning through complex tasks.
Media: Online platforms
Summary: OpenAI has launched ChatGPT Work, a model that connects with applications to perform tasks, and GPT-5.6, a new family of models designed for varying user needs. ChatGPT Work allows users to set broad objectives while the AI manages detailed tasks, enhancing its previous functionalities. The new models are now available in many markets with progressive release in the coming weeks, offering different levels of performance.