The Latest
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Courtesy of CeraVe
How CeraVe’s latest culture-hacking campaign brings ‘medutainment’ to ‘SNL’
The L’Oréal skincare brand is returning to its influencer-heavy Super Bowl marketing playbook from last year to boost a new anti-dandruff product.
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Courtesy of On
On and Elmo encourage a softer approach to running
The athletic brand’s campaign takes a gentle approach to sports, in contrast to Nike’s recent focus on the costs of winning.
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Retrieved from TikTok on March 18, 2021
ColumnSociable: TikTok reinstated in US app stores after assurance from attorney general
Amid ongoing discussions about its future in the U.S., the app has now been reinstated for download in both the Google Play and Apple app stores.
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Permission granted by DoorDash
DoorDash suggests a ‘Threesome’ in racy Valentine’s Day ads
The delivery platform is offering special “spicy” bundles for the holiday that feature its first partnership with an intimate wellness company.
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Courtesy of Nike
Deep DiveJust did it: Women-focused Super Bowl LIX ads score as other marketers falter
Nike’s first big game ad in 27 years and other purpose-driven spots won the night, while ads built on celebrities, humor and politics had an uneven showing.
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Courtesy of Brinker International
Chili’s rides with NASCAR, Lifetime to push margaritas with music, TV
Two very different campaigns look to broaden the company’s consumer base in an effort to continue its wave of success.
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Permission granted by Welch's
Q&AWelch’s CMO on shaking off staid marketing, embracing experiential
Scott Utke, who says Welch’s previously underspent on marketing, has led an ambitious rebrand and is in the midst of retooling its agency roster.
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Courtesy of Reddit
ColumnSociable: Reddit posts solid Q4 revenue growth
Revenue grew 71% year over year, mostly driven by expansion of the platform's ad business.
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Courtesy of Califia Farms
Califia Farms drops purpose-driven ‘Green Album’ to boost plants, people
The plant-based beverage brand teamed with actor Chris O’Dowd for a collection of positive affirmations and its latest campaign.
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Courtesy of Adidas
Adidas tackles sports sideline pressures with ‘You Got This’ campaign
An effort launching just days after rival Nike’s splashy Super Bowl ad features star athletes and amateurs overcoming moments of self-doubt.
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Illustration: Madeline McMahon for Industry Dive
Super Bowl LIX: Analyzing the game’s advertising and engagement data
The big game's ads, broken down by key stats reflecting cost, reach, performance and more.
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Photo Illustration by Drew Angerer via Getty Images
ColumnSociable: Big tech players emerge as likely partner for TikTok US
Oracle, Microsoft and Amazon are among those looking at partnering with the app.
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Courtesy of Roku
Hellmann’s brings Super Bowl ad sandwich to Roku via shoppable ads
Continuing its nods to “When Harry Met Sally,” the brand will utilize the first shoppable custom recipes on the platform in partnership with Walmart.
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Courtesy of Coca-Cola
Coke rolls out an ice cream truck to boost new orange cream flavor
Soundtracked by Mariah Carey’s “Fantasy,” ads for the latest launch tap into childhood nostalgia.
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Illustration: Madeline McMahon for Industry Dive
TrackerSuper Bowl LIX: Tracking every ad
The details on every Super Bowl spot, from OpenAI’s debut appearance to Ram’s chaotic retelling of “Goldilocks and the Three Bears” with Glen Powell.
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Jirapong Manustrong via Getty Images
Publicis Groupe is confident in the face of expected industry tumult
The industry landscape could change dramatically if the Omnicom-IPG merger goes through, said Publicis CEO Arthur Sadoun on a call with analysts.
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Courtesy of Häagen-Dazs
Häagen-Dazs’ ‘Fast & Furious’ Super Bowl debut scores with star wattage
Winning Super Bowl campaigns usually revolve around strong storytelling, distinctive brand assets, a sense of humor and pop culture references.
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Courtesy of Molson Coors
Coors Light and Peloton help Super Bowl fans sweat away sluggishness
The Molson Coors brand has been slowly building up to its Super Bowl campaign since mid-January.
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Courtesy of Tums
Deep DiveAs Super Bowl’s cultural cachet grows, brands look beyond in-game ads
Avocados From Mexico, Tostitos and Twix are among the brands looking to engage with tuned-in consumers without paying millions for an in-game ad.
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Courtesy of Coca-Cola
ColumnCampaign Trail: Coca-Cola travels across decades to tell a family story
Led by agency Majority, the “Westside’s Finest” campaign captures how the marketer’s portfolio and the world have evolved over the years.
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Courtesy of Starbucks
Starbucks says ‘Hello Again’ by advertising around the Super Bowl
A new spot and a free coffee promotion on the Monday after the big game are part of the chain’s marketing-powered turnaround plan.
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Courtesy of NYX Professional Makeup
NYX teams with DraftKings for Super Bowl LIX predictions game
Consumers can predict which pop-culture moments may happen during the game for the chance to win a share of $60,000 in prizes.
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Courtesy of Kia
Kia counterprograms Super Bowl with mobile game
Promoted on Instagram and TikTok, the automaker’s Kia Squares effort looks to engage big game viewers beyond the duration of a traditional ad.
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Noah Berger/Getty Images for Amazon Web Services via Getty Images
Amazon’s bet on Prime Video ads pays off as advertiser pool widens
While its ad segment’s rate of growth cooled in Q4 compared to the year-ago period, Amazon has successfully won over more non-endemic brands.
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Brian Ach via Getty Images
OpinionBreaking into the big game: Tips for first-time Super Bowl advertisers
The real winners in big game advertising aren't crowned during the game, but they're revealed in the months that follow, said 5WPR’s Ronn Torossian.
