Bumble Bet on Realness When the Category Was Running on Fake.
Dating apps have a marketing problem that is also, at its core, a product problem. They need to convince you that their platform leads to …
Lurpak Didn’t Sell Butter. It Sold the Act of Cooking.
There’s a Lurpak ad from 2013 where a voice intones over close-up shots of eggs cracking, dough being punched, and butter melting in a hot …
Vaseline: Let the Internet Write the Brief
In March 2025, Vaseline’s marketing team did something that most brand managers would find professionally terrifying: they handed the creative brief to TikTok. Not literally. …
LEGO Didn’t Sell Bricks. It Sold a Feeling About the Future.
In 2019, LEGO launched its first global brand campaign in 30 years. The film — a live-action adventure set in a painted-up Chilean city, starring …
Andrex “Get Comfortable”: How a Toilet Roll Brand Made the Office Poo a Cultural Moment
Some brands chase “talkability” like it’s a KPI you can buy in bulk. Andrex took the opposite route: it found a truth that was already …
Ba Da Ba Ba Baa: How McDonald’s “I’m Lovin’ It” Became the World’s Most Recognised Jingle
In the autumn of 2003, McDonald’s was in trouble. The company had just recorded its first-ever quarterly financial loss, fast food was increasingly under attack …
Togs, Togs, Undies! How a 300-Meter Rule Defined the New Zealand Summer and Advertising History
In the high-stakes world of advertising, brands often spend millions trying to craft the “perfect” message—something profound, aspirational, or technologically groundbreaking. But in 2006, Tip …
Just Call Apeldoorn: The Forty-Year Comedy of Errors That Built a Brand
Somewhere in the Netherlands, a man is about to make a terrible mistake. He’s about to back his car through a garden fence, set his …
The Ad That Terrified a Nation: The Inside Story of Australia’s “Grim Reaper” Campaign
In the world of advertising, we often talk about “cutting through the noise.” But in April 1987, one Australian campaign didn’t just cut through the …
The Walk-in Fridge: How Heineken Turned a Party Trick into a Brand Statement
There is a moment early in Heineken’s 2009 “Walk-in Fridge” commercial when everything pivots on a single sound. A group of women at a housewarming …