Apple Ads Celebrate Young, Hopeful Athletes Ahead of the Olympics

As brands activate their Olympic sponsorships with ads featuring athletes competing in Paris 2024, Apple is looking toward the future of the Games with the latest entry in its long-running “Shot on iPhone” campaign. “2036 Hopefuls,” by agency TBWAMedia Arts Lab, spotlights aspiring athletes from around the world who are all under age 10. The…

Apple’s Música Mexicana Film Is a Surreal Adventure

After releasing a Japanese manga adaptation earlier this year, Apple continues to take its long-running and celebrated “Shot on iPhone” campaign on a world tour with a surreal adventure set in Mexico. “Suerte!” (“luck” in English), by agency TBWAMedia Arts Lab Latam, follows Musica Mexicana singer/songwriter Ivan Cornejo as he travels from California to Mexico…

Effie Case Study: How Tinder’s Turnaround Started ‘With a Swipe’

In its latest marketing campaign, Tinder riffs on some classic romantic comedy tropes straight out of a 1990s Jennifer Lopez flick, with adorkable, clumsy characters, chance encounters on busy city streets and rain-soaked embraces. The message is that meet cutes happen on Tinder all the time, although maybe not exactly the way they do in…

Etsy’s Ad Is a Love Letter to Human Craft in a Tech-Obsessed World

Etsy has issued a rallying cry in our increasingly automated, tech-obsessed world: Keep commerce human. The brand’s new campaign, by agency Orchard Creative, emphasizes its human side, with real sellers starring in the ads. It includes a TV commercial, billboards and social media running across the U.S. and U.K., as well as during the Paris…

Microsoft Veteran Kathleen Hall Exits Amid Marketing Team Overhaul

Microsoft’s chief brand officer Kathleen Hall is stepping down after 16 years with the business, continuing an era of flux for the tech giant’s marketing team as it lays the foundations for a “new era of AI.” In a LinkedIn post, Hall – who also served as corporate vice president of brand, advertising and research…

Apple Becomes the World’s First $1 Trillion Brand

For the third year in a row, Apple is the world’s most valuable brand, according to Kantar’s annual BrandZ report. Unlike past years, however, the tech giant’s worth now exceeds $1 trillion. “With its $1 trillion brand valuation, Apple has proven resilient in the face of testing market conditions, justifying premium prices and proving that…

Apple’s Back-to-School Campaign Borrows a Trick From Classic ‘Mac vs PC’ Ads

College faculty may think they have much guidance to impart to younger generations, but tech-savvy students prove they know best in Apple’s cheeky back-to-school campaign. Emmy-winning commercial director Tony Kuntz and Oscar-winning Oppenheimer cinematographer Hoyte Van Hoytema produced three 30-second spots for the campaign by agency TBWAMedia Arts Lab. The ads begin with a creepy…

Epsilon CMO Jeff Smith on Marketers’ Biggest Tech Stack Challenges

In December, the marketing technology firm Epsilon named Jeff Smith its new chief marketing officer. Smith succeeds the company’s former marketing leader, Jon Beebe, who stepped down last year to found the consultancy, QuirkWerk. For more than 25 years before joining Epsilon, Smith worked in marketing or data-adjacent roles at companies including Oracle, Nielsen, LiveRamp…

After Liberating Creativity in ‘1984,’ Apple Is Crushing It, And the Internet Hates It

It was supposed to be a clever product demonstration for Apple’s latest sleek, artificial-intelligence-powered iPad. But the brand, typically praised for its advertising, sparked a wave of backlash for a commercial that crushes and destroys creative tools. In just a couple of days since its release, Apple’s “Crush” has become one of the most controversial…

Apple Crushes Paint Cans and a Piano to Spotlight Its Thinnest Product Ever

Apple has revealed its thinnest product ever, the 13-inch iPad Pro. To show off this distinguishing feature, the brand crushed objects down to the new device’s size. Created in-house, “Crush!” takes a playful approach to product demonstration. Using an industrial-sized crusher, Apple flattened a slew of products meant to represent things the iPad Pro can…

When Content Degrades and Distracts, Advertising Suffers Too

Advertising is a parasite that depends on the blood of its host—news and entertainment content—for its survival. When the body or in this case the media industry is sick, the parasite too will suffer. This is the conclusion, although not the language, of Mike Follett, managing director of eye-tracking company Lumen Research (and a former […]

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Is LLMO the New SEO?

Two Harvard professors looked into the future of AI’s impact on the world wide web and what they saw wasn’t pretty. Judith Donath, a fellow at Harvard’s Berkman Klein Center for Internet and Society, and Bruce Schneier, a fellow and lecturer at the Harvard Kennedy School published their projections in The Atlantic. Here’s a short […]

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Flashback Friday: Lone Star Beer

This vintage TV campaign from Lone Star Beer reminds me that computer generated images (CGI) have been in use by advertisers for years. It reminds me of popular TV shows from that time. The Dick Van Dyke Show and Bewitched, in particular. It reminds me that making outrageous product claims has a long tradition. For […]

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TechMagic Podcast: New Social Media Laws in Flordia and Tennessee Adopts the ELVIS Act

In this episode, host Cathy Hackl and guest host Lee Kebler discuss a wild week in laws and regulations. Kebler shares a Florida bill prohibiting those 14 years and younger from joining social media. While some social media regulation could be useful, the question is, how is it enforceable? They discuss the implications of the…

Dentsu Launches Its New Merkury for Media Platform

Note: This story is part of an ongoing series covering agencies’ audience management platforms. Previously, Adweek reported on Omnicom’s Omni, Horizon Media’s blu. Havas’ Converged, Publicis’ Epsilon PeopleCloud, PMG’s Alli, Gale’s Alchemy.Ai and DEPT’s Ada. Dentsu Media’s new Merkury for Media data and identity platform is debuting now in U.S. markets. Previously known as M1,…

Samsung Flips the Marketing Script With a Tech-Savvy ‘Grandma-Fluencer’

Seniors are often stereotyped for being stuck in their ways, so when a grandmother changes her mind, it’s worth taking note–especially if she delivers her case with a cinematic action sequence or two. Samsung is typically known for its mobile phones, but it wants to promote its range of WindFree air conditioners. Created by agency…

AI Is Not the Problem, Lack of Original Thinking Is the Problem

How many times have marketers been told—mostly by other marketers—that the new tech is the best tech? So many times…remember when every brand had to have a home in Second Life? It was an absurd thing to say then, as it is today when the new new thing has to be tested, twisted, and made […]

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Interactive Toy Brand Tonies Taps Anomaly as Its Agency of Record

Tonies, an interactive audio platform for children, has named creative business Anomaly as its agency of record to support its global growth ambitions. Tonies creates audio-based story boxes that allow parents and children to download child-safe audio. The company has now sold over 5.7 million Tonieboxes and 72 million Tonies figures that help power the…

What Would a TikTok Ban or Sale Mean for Advertisers?

TikTok’s future in the U.S grew more uncertain after the House passed a bipartisan bill Wednesday that would force China-based ByteDance to sell TikTok within 165 days or face a nationwide ban. This comes on the heels of escalating concern in Washington over China’s access to Americans’ data. Introduced last week, the bill still needs…

Apple’s Latest ‘Shot on iPhone’ Film Is a 19-Minute Manga Adaptation

Apple turned to Japanese genre manga as inspiration for an epic installment of its long-running and celebrated “Shot on iPhone” campaign. The 19-minute film, “Midnight,” by agency TBWAMedia Arts Lab Tokyo, is based on a 1986 manga series by Osamu Tezuka. The story follows Midnight, a taxi driver who can see the near future, as…