Campaigns

94 free Madison Square Garden tickets, a QR code, and a five-borough scavenger hunt: Pepsi's new can war is fought in the chip aisle.

The three-film "Simply Peerless" campaign modernizes Whirlpool's classic tune to convince Indian shoppers that a four-door refrigerator with "Quad Theatre Lighting" is a lifestyle decision, not an appliance purchase.

Under new ownership by cannabis-and-alcohol conglomerate Tilray, BrewDog is done apologizing and ready to pick a fight with the rest of the beer aisle. Its new "Choose Craft" campaign pairs transit takeovers and city murals with six new beers and a Tesco-exclusive dare: help us brew the next one.

e.l.f. is leaving the compact aisle for the first time ever, launching a fragrance and body-care line inspired by the Arctic and betting its TikTok-native fanbase will buy the whole vibe, not just the makeup.

No retail date, no raffle. Just a truck, a crew, and a line of fans hoping for a free pair of the unreleased Jellyfish "Storm."

The smart-lighting brand's new national campaign bets that restraint, not inflatable skeletons, is what actually scares the neighbors.

The brand staged a full Hollywood-grade Vegas spectacle, complete with a valet-stand prank and an F1 driver doing burnouts, to introduce a car whose horsepower numbers it still hadn't released.

The brand's second co-created collection trades minimalist basics for bungee cords, a custom snake print, and a Mary Jane running shoe built like gear, backed by a short film that plays like a trailer for a movie that doesn't exist.

The 300-plus-year-old tea brand unveils "But First, Tea," a multi-agency platform that rebrands the daily cup as a wellbeing ritual instead of a coffee-break afterthought.

DraftKings is now the exclusive sportsbook on Wednesday Night Hockey, which means Canadian fans will see a betting brand's name on the score clock every time the puck drops.

Ant-Man, Shuri, and Doctor Doom just got their own sneakers, and adidas is betting the Marvel Cinematic Universe still has enough juice left to sell a Superstar in December.

The wellness-focused startup is back in stock after its debut run sold out across the US, UK, and Europe, selling calm and scarcity instead of specs.

Bel Brands swapped its mascot's signature grin for a straight face on packaging nationwide, then refused to explain the joke.

The 13th version of Vauxhall's Griffin badge loses its flag, its fussy neck hair, and the letter V, all so it can glow on an EV grille.

The Uptown Agency graduates from a single Olympic campaign to full-time agency of record for USA Bobsled and Skeleton.

The gummy-center, crystal-coated candy launches in a TikTok Shop bundle before a slow march to national shelves. Mars Snacking wants to own a whole new texture, not just a new flavor.

A cleaner logo and a "casino as a service" pitch arrive right as IGT tries to convince investors it is a technology company wearing a gaming company's old clothes.

The bra-alternative brand built $100 million in sales on TikTok virality it never owned. Its fix is an in-house entertainment studio, run by a former Red Bull content chief.

The chain is reviving a recipe fans never stopped asking for, but only on Fridays and Saturdays in October, at pop-ups built to prime the pump for Boorito.

The fast food chain enlisted musicians from Anberlin, Silverstein, and State Champs to soundtrack the very specific melancholy of eating a Frosty alone in your car, and the tracklist is not kidding around.

The hard iced tea brand is swapping its signature bright yellow for hunting camouflage this fall, betting a limited-edition Realtree collaboration keeps drinkers loyal through a rough stretch.

The lash-serum brand named the actress its first-ever ambassador after she talked up GrandeLASH-MD on her own for a decade and a half. Now there is a campaign, a Sephora rollout, and a slogan to make it official.

"Wayfair Delivers" stars Matthew Stafford, his wife, and their four daughters turning a Rams-caliber household into an ad for value and service, backed by a football ad budget the retailer just quintupled.

The sheets brand's first celebrity-led campaign, "Best. Sheets. Ever.," was built entirely in-house, and it bets that Robby Hoffman, Alana Haim, and Mikal Bridges know its audience better than any agency pitch deck.

The candy brand's new "Screentime" campaign casts its mascots across three overplayed TV genres, and the joke works because the punchline never changes: someone always wants to eat them.

Design shop Epoch simplified the 91-year-old Peruvian soda's logo for Coca-Cola, and stripping out the outline of Peru itself has fans calling the refresh a step toward blending in, not standing out.

Five days after pulling a Chuck 70 x Karina ad that critics said resembled KKK robes, Converse is pausing every social post and marketing push it has, as Nike faces a Congressional Black Caucus request for a meeting.

The Knights debuted a Walt Disney World logo on the back of their helmets during Saturday's Big 12 opener against TCU, becoming the latest college program to sell off equipment space the NCAA would not let anyone touch a year ago.

The BAPE founder and the BTS member built the Air Force 1 '01 "Burnt Sunrise" around a heel graphic where the branding usually goes, previewing it themselves at Human Made's Tokyo flagship.

Cup Noodles is selling Halloween with its actual product this year instead of just its packaging, using beet coloring to turn a limited-edition flavor blood-red in the cup.

Hidden Valley's first-ever seasonal product swaps its signature white dressing for a black one, dyed with fruit juice and cocoa instead of food coloring.

e.l.f. Beauty is once again treating its marketing budget like a record label's A&R department, this time handing the mic to rising artist Joaquina.

After more than three years of declining sales, Dave & Buster's handed its marketing to two new agencies of record and told them to get people back through the door.

Under new brand director Luca Adornato, the club cut its posting volume by a third and still grew followers, impressions, and video views.

A new national campaign called "Inside Out" puts Target's design pedigree front and center, with shopping bags that seem to empty themselves onto the sidewalk.

The "Hard vs. Easy" campaign pairs a new black button with the iconic red one to remind Fortune 500 buyers that Staples does more than pens.

Tito's Handmade Vodka built a microsite thanking the bars and restaurants that built its word-of-mouth empire, a nice gesture with almost nothing resembling news in it.

Lexus handed MSCHF two electrified models and let them get twisted into sculpture for Armory Week, a bet that borrowed chaos reads better than another spec sheet.

Heaven Hill Brands adds Strawberries & Cream and Chocolate Cream, then hands the whole thing to a fictional dairy mascot to sell.

The KD x Solly's Cream Soda collab is the mac-and-cheese brand's latest bet that "wonderfully strange" beats "safe" on a shelf full of safe.

The sandwich chain's new brand platform, Feed Your SUBconscious, casts Arnett as the voice in your head talking you into a foot-long, betting a little self-aware chaos beats another value-menu ad.

Gap's newest campaign isn't a campaign. It's a documentary series, a mall tour, and a capsule collection built around a five-member boy band with 450 million views and a Chief Entertainment Officer to match.

INSPIRE, the designer's new men's scent, skips the moody desert-and-jawline formula for a Jonas-led parody, because sincerity was never really Kenneth Cole's thing anyway.

The Perfectly Fit Custom Lift gets tailored padding by cup size, and Teyana Taylor gets to actually move in it.

The Finnish design house and the French sneaker label built a Popkorni-print collection that leans on craft, not logos.

Year two of the partnership adds a monthly-refreshed DCC wardrobe, AT&T Stadium retail, and three players doing game-day styling.

The Tread Flex is Peloton's first foldable treadmill, and the hardware launch is really a cover version of the brand's new "Let Yourself Run" campaign, built entirely around one Cyrus single.

The chain made Jalen Brunson an owner in June. On Monday it finally put him on a billboard — and changed the line depending on which state you live in.

Under Tilray ownership, the craft brewer bought outdoor space and 70,000 newspapers to say the quiet part: less allegation, more beer.

Mediaplanet's Women vs. Cancer campaign published inside the Los Angeles Times on Sunday, fronted by ESPN broadcaster and cervical cancer survivor Erin Andrews.

Muse topped Apple's US free app chart ten days after launch. Then Meta bought its way onto the biggest screens of the weekend.

Ryan Reynolds and Rob McElhenney used Wrexham's next opponent as the setup for Mozilla's first original campaign as shirt sponsor.

Rather than explain what an agent does, the grocery company shows people getting hungry at the television and ordering.

"You Got This" landed as the Asian Games opened, built on encouragement recorded in Haryanvi, Hindi, Assamese, and Marathi rather than on product.

The mattress maker introduced a new global identity as King Koil Mattress Co. and named Bollywood star Janhvi Kapoor its brand ambassador in India.

Italy's flag carrier launched "Simply Italian," a global campaign from POPE Creative Studio fronted by Sharon Stone, betting that hospitality is its most exportable asset.

After nearly 20 years with Nike, Kylian Mbappé is joining On as an investor, ambassador, and hands-on partner in its bid to break football’s footwear duopoly.

For the blue tote’s 30th birthday, IKEA Italy and Ogilvy Italy photographed the ingenious ways people keep it working long after the shopping trip ends.

A nine-page print spread pulls seven ads from the archive, from Tiffany in 1851 to today, to argue that the category keeps predicting the culture.

A new McCann campaign called "Dreams" stretches the 29-year-old platform onto the shop floor, backed by research the company has named Dreamonomics.

Regrowth Restyled pairs a pharma brand with a fashion designer to reframe severe alopecia areata as a story about self-expression.

The health insurer's new identity trades tech-startup polish for warmth, and arrives alongside a marketplace it calls a new way to shop for care.

Only 18% of consumers can name a PepsiCo brand beyond Pepsi. So the company let Chester Cheetah start a corporate coup.

The F££T FUND, from adam&eve\TBWA, hijacks an internet economy worth billions to sell a hiking shoe on what footwear actually does.

"The Other September Issue" hijacks fashion's holiest month, casting San Marcos educators as cover stars on the retailer's first-ever Substack.

"Live Your Story" pairs Elle Fanning with four musicians and a first-of-its-kind Spotify partnership, betting Gen Z will trade screen time for a scene.

A new national campaign, "Now We're Cheffin'," caps a year of NASCAR sponsorship, skillet meals, and high-protein cans as the nearly century-old pantry icon repositions for how America eats now.

The largest mall owner in the United States launches one of the biggest campaigns in its history, uniting more than 200 malls and premium outlets under a single in-house platform.

"Switchers" seats real-life pairs — reality TV names and NFL veterans among them — with a psychologist to talk through why leaving a phone brand feels like a breakup, and hands Samsung a softer argument for its Galaxy Z foldables.

Sonos has launched "Love the Sound. Feel the System," a global brand campaign built in house that trades audiophile spec sheets for hand-drawn craft, and quietly repositions the company around the whole-home system rather than the box on the shelf.

A global campaign built from real forum comments about Moisture Surge, fronted by Emilia Jones, now has a pink cafe takeover in Kuala Lumpur to match.

A new global platform called The Interrail Effect folds Eurail into one name and sells the train ride itself instead of a list of destinations.

A claymation spot from TBWA\Media Arts Lab turns the M6 Mac mini into a robot, a rocket, a race car, and a bodybuilder — craft doing the work that spec sheets cannot.

The Phonetic Collection turns "air-mess" and "zhee-vahn-shee" into garments, and it is the rare fashion-week stunt that actually belongs to the brand making it.

Created by Special, "Picklecore" promotes a limited-time menu by treating a divisive garnish as a fashion movement, which is a smarter fast-food play than it sounds.

The 85-year-old brand's new national campaign, "This Is Jeep Country," trades hero-product advertising for owners, landscapes, and a claim on American terrain.

The insurer's first brand campaign, "Sense Banta Hai," uses three comic films about ordinary family arguments to attack the category's worst habit: complexity.

The consumer electricals maker is rolling out "Amazing, Every Day" across out-of-home, print, and digital, betting a master brand beats a shelf full of product logos.

The German fashion label has built an international campaign around a supermodel and an AI reconstruction of her younger self, arguing that longevity is the real luxury.

A centenary-year campaign from Migrante argues that the Grecale, GranTurismo, and GranCabrio exist to be used on a Tuesday, not admired in a garage.

Folk VML's "You'll See the Signs" skips the winning moment entirely and imagines what a country looks like once there are simply more millionaires in it.

The design software company's new global brand campaign, made with Giant Spoon, points the camera at the 300 million people using the tools rather than at the tools themselves.

Clay Matthews turns up looksmaxxed in a new campaign that turns app upgrades into a cosmetic-surgery joke, which is a risky way to describe your own product.

The resale marketplace launched its largest integrated brand campaign to date on the eve of New York Fashion Week, trading transaction talk for a wardrobe-as-portal idea called "Try Yourself On."

The Bermuda specialty insurer, born out of the September 11 void in the market, launched a yearlong global brand campaign built on "25 moments" and a silver anniversary identity system.

Thinkerbell's "Done It With Dare" platform targets procrastination — the national habit of talking about being busy instead of being busy.

A five-year front-of-shirt deal puts the carrier on Liverpool for a reported record fee — and buys reach no media plan can replicate.

A regional brand film from Chariot Agency turns red — the color of warning — into the bank's case for momentum.

The brand's "Unglammy Valley" campaign dramatizes mismatched shade as body horror — and lands a product claim inside the joke.

A 20-year-old fragrance gets an elixir edition and a global campaign fronted by Rosalia — proof that heritage scents are now managed like franchises.

A month-long Hoka challenge turns Strava mileage from New York's five boroughs into the creative on the city's digital screens.

The first campaign since the Sky News Australia rebrand, via Today The Brave and Roller, faces the hardest job in branding: renaming something familiar.

IHG's value brand and earned-first shop Enthral turned free hot breakfast into a product stunt guests can sleep on.

A new Droga5 campaign for Ikea's buyback service plays copy, prices and music in reverse — until it all snaps into place.

The retailer's AW26 campaign, "Inner Voices," stars Lily Collins and turns getting dressed into a witty argument with yourself.

Someone stole a truckload of Pabst Blue Ribbon. The brand's response: a public bounty, a TikTok from the CEO, and free publicity money can't buy.

The insurer put an Oscar winner on the couch beside its 26-year-old mascot — a bet that the duck, not the celebrity, is still the asset.

AMV BBDO swapped the V in "Lovely" for the Guinness harp — a design device pulled out of a line the brand has been running since the 1930s.

The insurance broker's CMO for India, the Middle East and Africa argues the rebrand was a clarity exercise, not a colour palette.

Philip Morris International's U.S. arm launched "When It Clicks," a platform that turns the noise of a can opening into the brand's signature cue.

Etihad Airways launches 'Beyond Borders', a global integrated campaign built on five documented lives rather than scripted ones, backed by heavy paid media.

Jack Morton's Jack 39 unit has won Ally Financial's women's sports sponsorship business from MKTG, taking over the most-watched 50/50 media pledge in US sport.

Hormel-owned Planters has handed creative duties to The Martin Agency without a formal pitch, betting a 110-year-old monocled mascot can be repositioned as a protein brand.

PepsiCo hands Publicis a single global media mandate across 200-plus markets, and the win costs the holdco its shot at Coca-Cola's $4 billion review.

A new logo, a Shah Rukh Khan teaser and a promise: "Vi badal raha hai." The identity refresh is the visible part of a much larger repair job.

"Beauty Is More Beautiful Shared" launches across 40 markets — the largest consumer-facing push in the company's history, and a direct answer to the solo-ritual era of beauty marketing.

"Field Tested" trades destiny for competence — three films of real Soldiers using drones, mapping tech and code to sell certainty to a generation that has none.

"Unfiltered & Unstoppable" puts a millennial cultural constant at the centre of Reebok's lifestyle push — an admission that the growth is in comfort, not competition.

Unilever''s men''s grooming brand is putting an NBA star at the centre of a plant-based body wash push — and pitching the shower as a reset button rather than a chore.

"It''s Your World to Understand" is the Times'' new brand platform — a pitch built not on breaking news but on comprehension, at the exact moment AI summaries are volunteering to do the understanding for you.

Flipkart Minutes, Mondelēz International and Leo India mark Rakshabandhan with a heartfelt film celebrating sibling bonds — and the 30-minute delivery that saves the day when the sweets run out.

India's biggest homegrown carmaker has rebranded its passenger-vehicle arm as TATA.CARS — legal name unchanged, but a fresh consumer identity rolling out across showrooms, screens and everything in between.

Nissan revives its fan-favorite Heisman campaign for the 2026 college football season, pairing trophy winners with competitive hijinks and a full showroom of new metal.

Chelsea FC names Circle Internet Group as principal partner, putting USDC branding on men's, women's and academy shirts from the 2026/27 season — crypto's biggest kit land-grab yet.

Agency Moroch rolls out a rebrand campaign for Giant Eagle's Market District banner, repositioning the upscale grocery format around curated inspiration instead of weekly deals.

Olivia Rodrigo brought Taco Bell the idea, and Taco Bell built the packaging around her record. You Seem Pretty Pink for a Baja Blast is fandom merch you can drink.

The 135-year-old workwear brand bought into NFL season without buying a single player. Its new Made Possible spot belongs to the tradespeople who built Highmark Stadium.

Three years of co-branded shoes, balls and gloves ended in a single afternoon. Callaway walked away from Good Good Golf and put $1 million behind violence-prevention groups — the clearest signal yet that creator equity is not a shield.

The Tiny Rollneck arrives with Emma Chamberlain fronting a campaign built on early-internet nostalgia — the latest move in J.Crew's archive-mining revival.

The Scream franchise's Ghost Face fronts a limited-edition flavour, collectible packaging and shopper stunts as Fanta turns its Haunted Universe from a campaign into a franchise.

The Canadian jeweller names Sophie Nélisse its brand ambassador and builds a year-long national campaign around jewellery as inherited memory.

The Jakarta chain names a South Korean star with 31 million followers as global brand ambassador — the clearest sign yet that its ambitions are no longer Indonesian.

India's festive ad season opens with a premium menswear label betting that Kenny Sebastian's deadpan travels further than another silk-and-slow-motion film.

Six straight quarters of declining sales, one Iceland shoot and three women who never fit the performance playbook: inside Athleta's "My World. My Rules." reset.

Calvin Klein's fall 2026 "Feel the Fit" denim campaign, directed by Carlijn Jacobs, casts the Grammy-nominated dancer-turned-pop-star as the latest body in fashion's longest-running underwear-to-jeans celebrity relay.

McDonald's and Leo UK extend the "Side Missions" platform into a 360 Xbox tie-in, turning World of Warcraft, Fallout, Halo and Candy Crush into a limited-edition menu.

A new global positioning, 'We Know Betting', launched into the first whistle of the Premier League season — trading swagger for 25 years of receipts.

The independent shop joins the fire-grilled chicken chain's creative roster in a reunion with CMO Jill Adams — a familiar-hands appointment for an unfamiliar growth phase.

The holding company has taken Gilead Sciences' US media account, extending a new-business run that pharma clients are increasingly happy to feed.

The viral celebrity sighting was the cold open. Audible and independent agency Hello have now revealed the whole architecture behind 'you can get lost in an audiobook'.

The homegrown beverage brand turned a media snub into a nationalist positioning play against multinational cola.

After a World Cup breakout, 'We The Believers' becomes always-on across the domestic season — with a Glenn Kitson film built entirely from overheard fan conviction.

Ingka Group has escalated a springtime request for information into a full global media review, putting one of retail's most coveted accounts — and incumbents at dentsu and WPP — on notice.

The Urban Outfitters-owned rental service has traded connected TV and out-of-home for a serialised dating saga built to be shared. It is a wager that shareability now beats reach.

New Zealand's energy incumbent has spent years merging three legacy names into a single identity. Bastion Aotearoa's answer is a Sunburst mark, a sonic signature and twelve very Kiwi stories about getting more out of your power bill.

The accounting platform hands Argonaut its global brand account and launches "Love Changes Everything" — an eight-market, AI-produced campaign designed to crack North America.

Ringers' "Now You're Cooking" is the biggest shift in the Green Isle brand's communications in decades: no trawler, no weather, just a father dancing while dinner cooks.

The Australian arm of the 150-year-old underwear label has unveiled a new platform built on continuity rather than reinvention, betting that longevity itself is the differentiator in a category crowded with challenger brands.

A new Australian campaign from Innocean casts Kia's hybrid range as 'the new breed' — an unusually combative swipe at the incumbent that has owned the category's share for ten years.

McDonald's Canada and Red Bull are teaming up, with Grimace starring in a high-energy OOH campaign to launch the partnership.

Colgate's new Optic White Vitamin C toothpaste gets a region-wide campaign fronted by BTS member j-hope and his 'Sunshine Smile.'

The new platform leans into live music and local culture to rebuild emotional resonance after years of performance marketing.

Short-form audio moments from top shows are being packaged as sonic ads for transit, retail, and stadiums.

The script wordmark got flattened serifs, a quieter gradient, and a new viewfinder motif built from the camera glyph, all in service of a brand system Meta says puts creativity and self-expression first. Users mostly noticed it is harder to read.

What began as a request for a dashboard clock ended with two bespoke Porsche 911s, one designed by Louis Vuitton's own artistic director, that treat the car itself as a piece of luggage.

A warmer palette, chunkier type, and packaging built for delivery define the chain's new identity system.

The Fall 2026 campaign, starring Malcolm Todd and Inde Navarrette, moves away from the choreography formula that defined Gap's comeback.

The Dynamic Ribbon, Arden Square, and Spencerian script all get turned up rather than replaced, while Coca-Cola Zero Sugar gets a bigger "Zero Sugar" callout and a black cap to stop it from being mistaken for the original at the shelf.

Porto Rocha gave the flame a sharper edge, added blue and green to a palette that used to live entirely in red and orange, and invented a fictional dating columnist named T to carry the new voice. Whether the tone matches a product that also scans camera rolls for "chemistry" is another question.

The retailer's flagship private label is getting a cleaner logo, consistent nutrition callouts, and a two-year rollout across food and consumables, starting with salty snacks. Nothing inside the bag is changing, Walmart says, just what it looks like on the shelf.