The Knowledge

The Sphere displays advertising featuring a FedEx driver delivering the Vince Lombardi Trophy leading up to Super Bowl LVIII

Super Bowl LVIII ads were not effective at reaching diverse audiences

An analysis of data from Alltold and System1 shows that while diverse characters got more screen time during the ad breaks, lack of inclusive storytelling left diverse audiences feeling disconnected.

Joseph Anthony

Black Marketing Vanguards: Joseph Anthony

Chairman and founder, Hero Media; founder, Hero Collective; founder, Blackweek

Shannon Washington

Black Marketing Vanguards: Shannon Washington

Global chief creative officer, Gotham; creative advisory group member, Unstereotype Alliance

Campaign US Black Marketing Vanguards wordmark next to growing tree

Black Marketing Vanguards: The past and present of Black advertising

PepsiCo’s first Black marketing team in the 1940s paved the way for more Black advertisers to join corporate America. Today’s trailblazers are paying it forward.

Tiffany Warren

Black Marketing Vanguards: Tiffany Warren

EVP, chief diversity and inclusion officer, Sony Music; founder and president, AdColor

Walter T. Geer III

Black Marketing Vanguards: Walter T. Geer III

Chief creative officer, innovation, North America, VML; cofounder, Blackweek

Oriel Davis-Lyons

Black Marketing Vanguards: Oriel Davis-Lyons

Chief creative officer, Mother NY; founder, The One School

Travis Montaque

Black Marketing Vanguards: Travis Montaque

Cofounder and CEO, Group Black

The Kansas City Chiefs celebrating their Super Bowl LVIII win

The top 10 Super Bowl LVIII ads, according to creatives

Campaign US gathered a group of creative leaders to rank the best ads of the game.

David Harbour for Tide, Zoe Kravitz for Michelob Ultra, Tracy Morgan for Rocket Mortgage, Aaron Paul and Bryan Cranston for PopCorners, Keanu Reeves for Squarespace and Serena Williams for Remy Martin.

Why celebrities have become a staple of Super Bowl ads

In the past eight years, the number of brands casting celebrities in their Super Bowl commercials has doubled — causing the effectiveness of star power to dwindle.

Latest articles

Jolly Green Giant logo

Ho, ho, ho: How the Jolly Green Giant evolved from a fairy tale knockoff to disembodied hands

A deep-dive on why the mascot has endured for nearly 100 years.

Neon-colored bar chart

US agency rankings: Shares of global wins bump UM and PHD to top media spots

Meanwhile, a relatively stagnant creative table shows that more new business wins don’t always boost rankings.

Gas flame in background with Campaign Global Forecast Q1 2024 Part one overwritten

Campaign Global Forecast Q1 2024: Energy sector controversy and agency new business

Campaign analyses the relationship between agencies, new business and the energy sector.

Collage of Super Bowl LVIII dog ads

How dogs became Super Bowl advertisers’ best friends

Despite horses, chimps, crabs and geese appearing in winning creative, dogs resonate most with Big Game viewers.

Source: Getty Images.

Brain-to-computer interfaces aren’t just sci-fi — here’s why they could be the next big thing in marketing

Insights into the human brain give brands and marketers access to our desires like never before.

Campaign US Holiday Ad Contest logo

Creatives pick the top 10 holiday ads of 2023

Campaign US gathered a group of creative leaders to rank the best holiday ads of the season.

Smoking cannabis buds

How hazy cannabis advertising regulations are stunting business growth

Cannabis marketing regulations, which vary state to state, can impact brand growth and recognition among consumers, according to category experts.

AI robot acting as judge in courtroom

Inside the high-stakes race to regulate AI before its intelligence surpasses our own

In the interim, marketers must navigate an unclear landscape.

Liberty Mutual

The origin story of LiMu Emu and Doug, the insurance industry’s first and only buddy mascot duo

Five years after their debut, the newcomers have made a name for Liberty Mutual with their own brand of slapstick comedy.

3 key takeaways from Cyber Week 2023

Data from Adobe, Salesforce, Shopify and more indicate an increase in mobile shopping and dependence on BNPL and AI as inflation made an indirect impact on shopping habits.

Cartoon of person parachuting into board meeting

‘Sparring partners’: how ad agencies are evolving as brand consultants

Going beyond delivering creative work to having a more fundamental, strategic impact across a brand’s business is helping agencies get ahead.

Inside the buying habits and lifestyles of college students

EXCLUSIVE: While most young people get their news from social media, some rely on ‘word of mouth’ or ‘almost never follow the news,’ survey finds.

Can a new coalition slay the monster that is fake reviews?

Online platforms are banding together to share best practices and detection methods.

Campaign BIG Awards logo

4 insights into advertising and Gen Z from the next generation of creatives

60 industry up-and-comers who sat on the jury for the 2023 Campaign US BIG Awards shared their perspective on great creativity, emerging technology and what needs to change about the industry.

Dick’s Sporting Goods picks Digitas for creative work.

US new-biz spotlight: Verizon, Dick’s Sporting Goods and more elevate creative activity

Independent shops stand out on media side.

(Source: Getty Images.)
CMO Outlook written over shadow of house

Campaign CMO Outlook: In-housing permeates brands

Campaign hears from CMOs from across the globe about why and how in-house teams are changing.

BNPL usage poised to grow this holiday season, despite industry challenges

Buy now, pay later services have been documented as risky for consumers — but forecasts indicate it will be a popular payment option for holiday gifts as economic pressures abound.

Unpacking the delicate art of the unhinged social media mascot

Brands like Duolingo and McDonald’s have given their mascots the reins on social media. This type of posting is much more strategic than meets the eye.

Can historically biased AI eventually help correct company bias?

Some agencies are starting to experiment with AI in DE&I — but the road ahead is filled with challenges.

THE CAMPAIGN FIX

Stay in touch and make sure you are part of the conversation with our editorial bulletin

SIGN UP FOR FREE