Adweekの January 2025 の目次

CREATIVE 100 ADWEEK’s annual Creative 100 class recognizes the most exciting talent in the world. The prestigious list identifies leading and emerging voices who have broken ground over the past year in their industries, including advertising, brand marketing, social media, TV and streaming, filmmaking, visual art and more. Get your nominations in by Feb. 4. MARKETING VANGUARD Each year, we honor the most impactful CMOs, the ones who have powered themselves and their organizations to new heights. Through their work, these chief marketers are setting the standard of effective leadership and paving the way for the next generation of industry leaders. Nominations are open through Feb. 4, and winners will be honored at the Marketing Vanguard Summit in Chicago in May. FOR THIS AND MORE, HEAD TO ADWEEK.COM.…

DURING SUPER BOWL 57 in 2023, Rihanna subtly touched up her makeup in the middle of her halftime show performance, using Fenty Beauty blotting powder to quickly dab her nose between songs. This three-second moment generated $5.6 million in media impact value (MIV) for Fenty in the first 12 hours following the show, per Launchmetrics. It even created a halo around lingerie and loungewear brand Savage x Fenty, which gained $2.6 million in MIV. The Super Bowl Halftime Show is the ultimate stage, not only for musicians but for the brands they increasingly own. Despite not getting paid for their sets, artists have gotten crafty with cashing in through product placement or releasing merchandise collections from their brands and businesses. Ahead of Super Bowl 59, we looked at some ways that…

THE ACTION IN the Super Bowl moves pretty fast, and the commercials seem to fly by as well. But one brand has enlisted one of the fastest franchises in cinema to show that you should slow down to enjoy it all. Häagen-Dazs has taken on a brand platform of “slow,” positioning its ice cream as a snack to be savored—even if you’re one of the stars of the Fast & Furious film dynasty. The high-revving, car chase-fueled franchise has produced 10 films and one spinoff so far, with a rabid fanbase for Dominic Toretto (Vin Diesel) and his band of rogue drivers. That world gets a new spin in the ad, Häagen-Dazs’ first foray into the Super Bowl, from agency nice&frank. Viewers will get to see the franchise’s signature muscle…

DALE BACKUS STILL remembers the night in 2007 that Doritos changed his life. He was 21 years old and, along with his friend Wes Phillips, was trying to get his video production company off the ground. Things weren’t going well. One late night in Backus’ basement, he scrolled past a banner ad for Crash the Super Bowl, a new contest that invited anyone to write and shoot a 30-second ad for Doritos. Under the contest rules, Frito-Lay would review all submissions and run the winner in the Big Game. Backus knew that he could nail the brief, but he had a problem: The deadline was four days away. “We worked all night on a concept, shot it in one day, and submitted it,” Backus said of his video, “Live the Flavor.”…

THOUGH THE SUPER Bowl has yet to be played, Fox may already have its MVP in Jeff Collins. Fox’s president of advertising, sales, marketing, and brand partnerships took the position in early 2024 following the retirement of Marianne Gambelli, who exited after more than 40 years in the industry. The incoming ads chief has plenty of industry experience, having previously led ad sales for Fox News. He took the helm during an election year with several other high-profile tentpoles on the agenda, including Super Bowl 59, which has commanded record pricing: 30-second spots reportedly went for north of $7 million. Despite the pressure, Collins and his team delivered, growing advertising volume on both digital and linear in the latest upfront. Tubi, Fox’s ad-supported streamer, is on track to cross $1…

DON’T BELIEVE IN magic? RJ Lynch just might change your mind. The social media pro, most recently at Crispin, has wielded magic since childhood, doing everything from sleight-of-hand to summoning the ghost of Harry Houdini. No, really. While working as PR director at The Houdini Museum in New York, Lynch convened a seance on an auspicious night. “Houdini always said he would return from the grave on Halloween, which is the day he died,” he said. The attendees gathered in one of the museum’s rooms and Lynch turned off the lights, calling for Houdini to show them a sign. Nothing happened—until he turned the lights back on at 1:26 p.m., the time Houdini died. “A white butterfly showed up in the middle of the room—on the fifth floor of a…

GETTING THE BACKING of a major celebrity is a tried-and-true way to break through at the Super Bowl. But instead of A-listers, Instacart is betting on the endorsement of some of America’s most iconic mascots for its Big Game debut. The grocery delivery service’s 30-second spot features nine recognizable mascots from well-known CPG brands, including the Kool-Aid Man and Old Spice’s Man Your Man Can Smell Like. There’s also the Pillsbury Doughboy riding a Heinz Wiener dog. Even Mountain Dew’s Puppy Monkey Baby from 2016 makes an appearance. The ad pits the mascots against each other in an epic race to deliver a grocery order to a family making pancakes who forgot to order milk. Of course, all of these mascots come from brands that sell their products on Instacart.…

THE SUPER BOWL may be the ultimate stage for advertisers, but don’t expect this year’s commercials to earn the moniker “AI Bowl.” Four industry experts told AD-WEEK that, despite AI’s growing influence in marketing, most brands are likely to lean on tried-and-true methods—celebrity cameos, humor, and emotional storytelling—for fear of igniting the ire of audiences. Looking at the ads we know are running in the Big Game so far this year, companies like GoDaddy, NBCU, and Bosch are using their airtime to highlight their technological advancements. But using AI to create an ad seems too risky for brands wary of alienating audiences who tune in for bold, human-centric moments—not tech experiments. “This year’s ads are shaping up to look more familiar than futuristic,” said Robert Wrubel, founder and managing partner…

Uber Eats, like much of the world, loves the Hollywood glitterati, leaning on famous folks year-round to boost its profile in the highly competitive food category. And for five consecutive Super Bowls, the brand has gone further, packing its commercials wall-to-wall with an eclectic mix of A-listers. This year’s Big Game ad will feature Matthew McConaughey alongside Kevin Bacon, Martha Stewart, Charli XCX, Hot Ones creator Sean Evans, and filmmaker Greta Gerwig. Previous endorsers include Gwyneth Paltrow, Jennifer Coolidge, Trevor Noah, Mike Myers, Dana Carvey, Cardi B, and a pre-scandal Sean “Diddy” Combs. It’s not simply about star power, though, according to Georgie Jeffreys, North American head of marketing for the brand. “We never start with talent—we start with the creative idea,” Jeffreys said. “It’s really important that the talent…