Advertising

Generative AI has generated yet more buzz after a number of people have explored using it to create subliminal messages in images. Though mostly experimental fun, consumer concern about playing on the subconscious mind is unlikely to quell fears for those hesitant to embrace generative AI.

In celebrating their Originals line, Adidas's new campaign features local artists and culture creators in Hong Kong and Asia. People are diving deep into local cultures and want to express their evolution, so campaigns by global brands like this could lean into authenticity to gain favour.

A campaign from ITV’s Britain Get Talking reveals that mental health is often the hardest for kids to discuss and understand out of all the school subjects. The spot highlights the need for adults to encourage children to open up freely regarding their mental wellbeing.

In partnership with Warner Bros and the Brazilian Society of Pediatrics, Pfizer Brazil has launched a short film to promote the importance of childhood immunisation. Using the power of nostalgia, it aims to emotionally engage parents when vaccination rates for kids are declining.

DoorDash has launched a campaign to attract Hispanic Americans to its delivery network following an internal review of staff diversity. People expect brands to reflect the diversity of the wider society, and they stay loyal to those that take meaningful actions to bring about more inclusion.

Burberry’s London Fashion Week activations included a takeover of Archway’s upmarket caff, Norman’s Cafe. The partnership has been hailed as an ode to Britishness but is also being questioned for ‘mocking’ working-class people by consumers who are attuned to purpose washing.

As part of its Water Bank collection, skincare brand Laneige is marketing across Reddit, specifically catering to skincare aficionados on the platform. The move coincides with a shift in social media behaviors that has younger users looking for more community-focused spaces.

In its recent campaign, Coca-Cola used Stable Diffusion to envision what the brand and beverages could look and taste like in the year 3000. However, with AI image generators getting backlash due to the risks they pose to artists, it’s difficult to say whether their efforts will resonate.

Dove has expanded its #FreeThePits initiative for New York Fashion Week 2023, encouraging women with a series of subway ads to embrace their underarms. As gendered beauty standards become more malleable, more women embrace their body hair and look for brands to support their freedom of expression.

Chipotle has expanded its 'Behind the Foil' series aimed at recruiting Gen Z employees, featuring worker testimonials and behind-the-scenes footage. Gen Zers are looking for transparency from companies and tend to trust those with a lived experience more than conventional advertising.

Loaf has launched a new campaign encouraging a slow approach to life in an increasingly fast-paced world. Emphasising the joy of kicking back, slowing down, and taking a load off, the campaign taps into people's desires for a more balanced and peaceful lifestyle in a context of crisis.

In light of high-profile failures of brand-influencer collaborations, marketers are looking to partner with TV talent. As people increasingly see influencers as inauthentic and high-status celebrities as out of touch, lower-status TV celebrities may provide an accessible middle ground.

A US campaign for Portuguese wine brand Silk & Spice features a mysterious billboard on a deserted island, complete with hidden treasure for any lucky adventurer. As well as encouraging the spirit of exploration, the ad honors the long-standing historical connection between the US and Portugal.

Deliveroo has launched a new global brand platform called ‘It’s All On Your Doorstep’, with animated ads celebrating the exploration of local flavours. As hyper-local desires persist, local offerings strengthen global customer connections by allowing for the celebration of heritage and tradition.

JBL has created a spot focusing on escapism for its Authentics range, celebrating various artists and their musical worlds. As people look to escape the pressures of everyday life, building closer parasocial relationships with musicians and their output is becoming increasingly common.

LG launched its new ‘Life’s Good’ global campaign, infusing fresh dynamism into its brand reinvention while inspiring people to live with optimism. In an era of permacrisis, this timely message highlights how brands can tap into company values and uplift consumer spirits.

The suicide prevention charity Lifeline has joined forces with a creative agency to tackle common misconceptions ahead of World Suicide Prevention Day. The campaign tackles the ongoing mental health crisis with empathy while addressing the need for more diverse media representation.

Plant-based alternatives are losing their sizzle, and their demand is stagnating. One challenge they face is that some adopters who haven't already tried plant-based options aren't swayed by eco-messaging. So, there could be an opportunity to find new value propositions across the industry.

Gymshark has launched the world’s first modest billboard, featuring Muslim fitness influencer Leana Deeb wearing her headscarf. People want their identities to be reflected in the mainstream and want to see brands take meaningful and agenda-setting approaches to diverse representation.

With the EU’s Digital Services Act coming into force in August 2023, Meta allows its European users to opt out of algorithmic feeds on Instagram and Facebook. This will give people a greater sense of control on social media but could challenge marketing strategies on these online platforms.

Australian Macadamias wittily claims to be the ‘Original Maca’ in its new campaign. Ditching standard health pitches and using origin storytelling to highlight the nut’s roots, the campaign illustrates the power of syncing with trends like rising support for local brands to strengthen brand affinity.

A survey of US adults has shown that the vast majority of the general population supports LGBTQ+ representation in advertising and would remove their support if representation efforts were halted. The data signals a continued push for inclusivity amid growing attacks on LGBTQ+ rights.

Non-alcoholic beer brand Cold Ones has released a campaign encouraging drinkers to ‘enjoy irresponsibly’. Speaking to growing sober curiosity, the ad plays on responsible alcohol consumption taglines while challenging stereotypical ideas that sobriety equates to a lack of fun.

Due to rising inflation, American parents intend to spend less this year's school period than last. In an attempt to stay front of mind during back-to-school shopping moments, Welch’s Fruit Snacks taps into 'kidulting' and positions the snack as one that can be enjoyed by all ages.

Clemenger BBDO has launched a website in conjunction with the Australian Youth Climate Coalition (AYCC) to stop the spread of climate change scepticism. Using online cookies to help disseminate factual information, the launch is part of a broader movement to find solutions to the climate crisis.

McDonald’s created a chart-topping J-pop jingle to promote a relaunch of its Taste of Japan burgers in Indonesia. The success of this campaign demonstrates a unique go-to-market local strategy, where leveraging the right experiential codes in food and music can transcend language differences.

Serviceplan Spain has released a campaign for the Region of Valencia, celebrating the wonders of IRL exploration. Using the language of the digital world, the campaign draws on a growing desire to disconnect from tech, and post-pandemic prioritisation of maximalist, escapist travel experiences.

A popular theme among famous travel vloggers on Douyin is exploring the local culture of China and enjoying slow activities during staycations. Yunann's Dali has become one of the most popular city break destinations for young Chinese, notably thanks to lifestyle brands' influencer campaigns.

La-Z-Boy has unveiled an AI-powered ‘decliner’ chair as part of a campaign inviting audiences to clear their social calendars to embrace their inner homebody. As the cost of living crisis is imploring some to cut back on socializing, appealing to coziness may be a way to empathize with consumers.

Bleeding-edge tools are turning hyper-realistic ads into the new darling of the advertisement industry. With brands fast embracing it in their comms, CGI ads are being hailed as the future of marketing. Whether true or not, what matters, for now, is that GCI ads are mesmerising consumers.

Mums in Ads has launched The Part-Time Pitch, encouraging advertising agencies to advertise all roles as full-time/part-time negotiable as standard practice. The initiative aims to tackle the underrepresentation of mums in the industry, amidst wider pushes for gender inclusivity in the workplace.

Beats by Dre has released an ad starring Lionesses striker Alessia Russo as the hero of a gamified world cup. Celebrating a push for gender inclusivity in sports, whilst leaning into the blurring of digital boundaries, this ad presents a fun and engaging way of championing female sporting heroes.

Instagram shows the unique ways Gen Zers may creatively and unexpectedly engage with their platform through ads that embrace in-person hangouts. This initiative could show how establishing knowledge of an audience's needs may create a powerful impact that could benefit many brands.

Indian sporting goods brand Cult.sport has released a campaign spotlighting the life of on-the-go urban dwellers and the everyday sportsperson hidden in plain sight. Amid India’s fitness boom, it’s encouraging people to ditch aspirational wellness and instead channel 'ordinary' fitness moments.

Body care brand Billie sheds light on the double standards women face. Employing a tongue-in-cheek tone and the power of nostalgia, the new campaign pulls the lens back on the broader experiences of womanhood, highlighting how expectations are different, ever-changing, and absurd for women today.

Breast cancer awareness charity CoppaFeel! released an ad bringing attention to the issue of Black representation in healthcare. As people continue to demand representation, brands can take heed of the nuanced ways racial bias and discrimination impact ethnic minorities daily.