Inside the making of Rakuten’s Super Bowl ad
EXCLUSIVE: The shopping and rewards platform’s creative team shares how it worked entirely in-house to conceive, create and produce the Clueless-inspired spot.
Latest
Garrard "Rule" by Accomplice London
A series of films promote Garrard's new collection of high jewellery, Couture.
Saga "You're not wrong" by VCCP
Actor Nicholas Farrell stars in the second film in Saga's campaign to challenge perceptions around over-50s travel.
Pinterest launches Black travel hub
The campaign, timed for the start of Black History Month, aims to help Black travelers find safe locations, brands and experiences while traveling.
5 minutes with Campaign: Improving mobility to the C-suite
Throughout Black History Month, Campaign US will feature Black executives discussing issues at the intersection of identity, culture, technology and advertising in a new YouTube series.
Ahead of Black History Month, Genentech focuses next installment of #MSVisibility on barriers to care for Black patients
Jennifer Kim, VP and head of neuroimmunology at Genentech Marketing, talks about the expectations for Breaking Barriers.
Barbie debuts Chelsea doll with scoliosis
Mattel is rolling out its first Chelsea doll with scoliosis, as part of its larger efforts to increase diversity in its dolls.
Pro athletes play golf in Michelob Ultra’s Super Bowl ads
The spots aim to celebrate a “cultural shift” in golf and highlight new golf-centered Netflix docuseries.
Campaign Chemistry: TBWA\Worldwide creative chairman John Hunt
Hunt talks about working with Nelson Mandela during apartheid and how creativity has evolved throughout his career.
BBC "United by music" by BBC Creative
Ahead of the 67th Eurovision Song Contest, the Beeb has released a spot that shows the impact that music can make in bringing people together.
Heathrow Airport "Heathrow destinations" by St Luke's
Heathrow Airport spotlights the number of destinations people can access by flying from there during peak ski season this winter.
Spotify beats Q4 subscriber projections but prepares to further rein in spend
CEO Daniel Ek said Spotify will focus on reducing overhead costs after overinvesting in 2022, but that it will continue to build its podcasting business.
Budweiser plays on six degrees of Kevin Bacon in Super Bowl ad
The regional spot is a part of a year-long effort to attract younger beer drinkers.
Brands are on board with CTV advertising. What about consumers?
Viewers aren’t choosing lower-priced subscription services because they want to see more advertising.
Publicis takes Working with Cancer pledge to the Super Bowl
The initiative, which aims to raise awareness and support for people struggling with cancer in the workplace, will launch a consumer-facing campaign at Super Bowl LVII.
Tourism Western Australia "Walking on a dream" by The Brand Agency
Tourism Western Australia has taken over London's Piccadilly Lights to invite travellers to visit the destination.
PlayStation "Live from PS5" by Adam & Eve/DDB
News anchors dive into the top stories of the day, all of which are inspired by PlayStation games.
Royal Foundation Centre for Early Childhood "Shaping us" by Wonderhood Studios
A stop-motion claymation shows the journey of a girl from embryo to the age of five and how much the brain develops in that time.
Busch Light revives Sarah McLachlan’s ASPCA commercials in its Super Bowl ad
The brand uses humor to play on the concept of “shelter.”
‘People got up in arms’: The inside story on A&W’s tweet parodying M&M’s
Who would get mad about a bear mascot wearing jeans? Turns out, a lot of people.
.png)
Campaign US launches 2023 Super Bowl Ad Bracket
We’re asking you to vote for your favorite Super Bowl ad. Which brand will score a touchdown?
AJ Bell "Feel good, investing" by Pablo
A modern reworking of the classic song 'Ring my Bell' accompanies this wacky 60-second spot aiming to make people feel good about investing.
Walkers "#LoveFromWalkers" by VCCP London
Have you ever tucked into a bag of Walkers and marvelled at a heart-shaped crisp? Well Walkers is on the hunt, with a £100,000 reward for the best one found.
Avon "Embrace your power" by Wunderman Thompson UK
Avon, the beauty brand, has rejuvenated its 135-year-old brand platform with a new visual identity, creative approach and integrated campaign.
Advocacy groups decry Meta Trump reinstatement
Technology policy and media-monitoring organizations warn that Trump’s return to Meta platforms will lead to a surge of misinformation and discrimination against marginalized communities.
Snap’s latest global brand campaign highlights fun AR filters
Wait’ll You See This, is Snap’s third major brand campaign.
"50 years of men making decisions over women's bodies" by Saatchi & Saatchi London
Saatchi & Saatchi London has once again recreated it's famous 'Pregnant Man' to mark the 50th anniversary of Roe vs Wade.
Agencies will feel impact of tech layoffs, but carnage won’t be as bad
Tech companies laid off thousands of workers in the past month, casting a dark shadow over the white-collar labor market — but the impact on the agency sector is unlikely to be as grim.
Timeline of a crisis: Balenciaga stumbles as it walks back questionable campaign images
The fashion house's multiple apologies for controversial imagery used in its recent campaigns have come with empty pledges and little substantive follow-through by the fashion brand.
Southwest Airlines outlines how it’s trying to prevent another operational crisis
Executives detailed the company’s updated crisis management plan on a conference call after its latest quarterly earnings report.
The Super Bowl rapid response war room is back, with a virtual twist
Clients and agency partners are once again making plans to get together for the Super Bowl, and with playbooks to rival that of an offensive coordinator.
M&M’s explains its Super Bowl stunt
Snapshots of the latest in creativity, behind-the-scenes looks into the best work and deep-dive analysis on hot industry topics.
The time for older TikTok influencers is now
Seniors’ organic arrival on newer platforms is providing opportunities for cross-generational collaboration and creation.
Brixton Finishing School, DigiLearning, Lollipop "#CannesForAll"
A trio of organisations, including Brixton Finishing School, have launched '#CannesForAll' - a campaign looking to make the Cannes Lions Festival of Creativity more inclusive.
Holocaust Memorial Day Trust "Lessons from the Holocaust" by St Luke's
The Holocaust Memorial Day Trust has released a series of poignant ads that make a visual connection between barbed wire, synonymous with concentration camps, and exercise books in which lessons can be recorded.
PureGym "Way more than you pay for" by McCann Manchester
PureGym zooms in and saves Chloe aka "mum" from her exercise nightmare at home, teleporting her to a friendly PureGym environment, where she has unlimited free classes.
Thortful.com "The funniest bones" by Fold7
In Fold7's first work for the greetings card company, Thortful.com brings people's thoughts to life.
M&M’s spokes candy controversy is a Super Bowl stunt
Mars Wrigley confirms mascots aren’t going anywhere.
IPG hires long-time Accenture exec to oversee commerce strategy
Jeriad Zoghby tasked with unifying IPG’s commerce expertise and identifying opportunities for growth.
Brat TV offers brands a unique in with Gen Z
Nike, EOS and Extra gum are taking advantage of the TV streaming network’s branded mini-series and integrations.
Movers & Shakers: Whalar, Leo Burnett, Spotify, Meta and more
This week’s agency news, people on the move and brand buzz.
PAWS NY short film shows how pets keep their owners hanging on
The film uses a Lou Reed classic to emphasize the mental health support pets give their owners.
Dentsu Health boosts creative muscle with addition of Area 23’s Eduardo Tavares
Tavares will head the group’s creative team alongside global chief creative officer Collette Douaihy.
AI investments, lawsuits and legislation
Welcome to The Tech Fix, a weekly newsletter where we break down the latest technology news and trends from the advertising and marketing industry, curated by technology editor Jessica Heygate.
Heinz wants Roman numerals dropped from Super Bowl titles
The campaign, called LVII means 57, pokes fun at frustrations expressed by consumers every Super Bowl.
Trina Roffino elevated to CEO of The Marketing Arm
EXCLUSIVE: Roffino, who was most recently president, will succeed CEO Andrew Robinson, who will become executive chairman.
Twitter improves brand safety parameters as ad revenue craters
New integrations with DoubleVerify and Integral Ad Science — initiated prior to Elon Musk’s takeover — allow brands to monitor the Tweets their ads run adjacent to.
Martin Sorrell and Wesley ter Haar are ‘optimistic’ about a ‘tougher’ year ahead
The Media.Monks leaders outline their strategy to appease ‘anxious’ advertisers in a deteriorating economic environment that analysts say is ripe for innovation.
Neutrogena puts former dating show alums on TikTok reality show
Agency Movers+Shakers talks about capturing Gen Z’s attention for Neutrogena and navigating a saturated skincare market.
Where are all the brands at live gaming events?
Gamers pack out award shows, esports competitions and convention floors — spaces many brands have yet to explore.
Ambition shouldn’t be a dirty word
It should be your resolution.
THE CAMPAIGN FIX
Stay in touch and make sure you are part of the conversation with our editorial bulletin
SIGN UP FOR FREE