The Soul in the Machine: Why OpenAI is Betting on Human Craft
For the last couple of years, artificial intelligence has been discussed in extremes. It is either the harbinger of a productivity utopia or the thief …
The Clooney Effect: How Nespresso’s ‘What Else?’ Rewrote the Rules of Celebrity Branding
In the fickle world of advertising, most celebrity endorsements have the shelf life of an open bag of pre-ground coffee. They’re flashy, they’re expensive, and …
Why Woodie’s “Mrs. Higgins” Wins Christmas — and What It Teaches Advertisers
Each December, brands go head-to-head to win hearts with Christmas ads. But as this year’s research from RED C makes clear, winning Christmas isn’t just …
Intermarché’s “Unloved” Went Viral Without AI — and It’s a Blueprint for Brand-Building Christmas Ads
Every holiday season, brands chase the same elusive prize: a Christmas ad that escapes the media plan and becomes culture. In 2025, a French supermarket …
When Flying Means Feeling at Home — How SWISS Turns Christmas into a Cultural Hug with “LXmas dalla Nonna”
As the December chill settles across Europe and festive lights begin frosting shop windows, SWISS invites travellers to look beyond departures and arrivals — with …
How Tourism New Zealand’s “Find Your 100%” Campaign Reinvents a Legacy Brand for the Modern Traveller
In an era when destination marketing must juggle authenticity, sustainability and deep emotional connection, the latest iteration of Tourism New Zealand’s long-running “100% Pure New …
What Makes John Lewis’ “Where Love Lives” a Masterclass in Seasonal Advertising
Every November for nearly two decades, John Lewis has delivered Christmas adverts that set the tone for the festive season. With 2025’s “Where Love Lives”, …
Wannabe a Christmas Shopper? Revisiting the Spice Girls’ Tesco Festive Flashback
Christmas advertisements hold a unique and cherished place in popular culture. Every year, brands vie for attention, hoping to create that one memorable commercial that …
Why the Migros “Wichtel Finn” Campaign is a Masterclass in Emotional, Multichannel Brand Storytelling
When a brand manages to weave authenticity, emotion and consistency into a story, the result is not just an advert but a cultural touchpoint. That’s …
The Bacardí Skeleton Bottle Campaign: Halloween 2025’s Deadly Delight
Bacardí’s limited-edition Skeleton Bottle campaign for Halloween 2025 didn’t just embrace the spooky season—it became a case study for how beverage brands can make seasonal …