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ADVERTISING CREATIVITY

The NFL Turns Touchdown Celebrations Into Its Kickoff Stage

The NFL's 2026 kickoff campaign turns touchdown celebrations into its brand platform, building a fictional Celly Studio and a creator series to sell personality, not the game.

5 min read

ADVERTISING CREATIVITY

Fanta Builds a Horror Cinematic Universe to Own Halloween

Fanta enlisted Universal and Blumhouse to turn Halloween into an owned franchise, with horror icons on cans and QR codes as the funnel. Packaging becomes media.

5 min read

ADVERTISING TECH

OpenAI Takes ChatGPT Ads to Europe, Where Users Must Opt In First

OpenAI's ad business is barely six months old. It is already crossing into 31 European markets, where the rules of engagement are entirely different.

5 min read

ADVERTISING

Dove Turns Its US Open Return Into a Fan-Style Fashion Play

Dove is back at the US Open as "Official Underarm Sponsor," buying the tournament's fashion culture instead of its tennis. A lesson in sponsoring the story around the event.

5 min read

ADVERTISING

Amazon Turns Live Sports Into a $19.8 Billion Advertising Machine

Amazon's ad business hit $19.8 billion last quarter, and live sports is the reason. The pitch to brands is an audience TV can no longer match.

5 min read

ADVERTISING

Amazon Stopped Selling Attention and Started Selling Orders

Amazon's ad business grew 26% last quarter. The numbers it chose to disclose alongside that figure matter far more than the growth itself.

5 min read

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ADVERTISING CREATIVITY

La-Z-Boy Stitched Itself Into Football Season

La-Z-Boy is not sponsoring football. It built a campaign out of a superstition fans already practice.

4 min read

ADVERTISING BUSINESS

Musk Dropped the Ad Boycott Lawsuit After It Already Worked

X walked away from the case. GARM is still closed, the FTC is still investigating, and brand safety is now a solo decision.

4 min read

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EXPIRED

ADVERTISING

A Dentist Ad Beat Every Soccer Spot at the World Cup

The World Cup's most effective ad never mentioned soccer. EDO's ranking of every tournament spot exposes which brands turned attention into intent.

5 min read

ADVERTISING

Retailers Want to Be Your Agency Now

Albertsons made a 22-episode series with P&G. Instacart opened a creative studio. Retail media is after a bigger slice of the budget.

5 min read

ADVERTISING

L’Oréal Rewrites Product Placement Inside Amazon’s Legally Blonde Prequel

Prime Video's Legally Blonde prequel embeds brands into plot, ad breaks, and shoppable pages at once. Product placement is becoming full-funnel infrastructure.

4 min read

FREE READING

EXPIRED

ADVERTISING

Liquid I.V. Wrote Itself Into Spider-Man’s Next Chapter

The Unilever hydration brand landed a role in Spider-Man's next film. The deal reveals where entertainment marketing is heading.

4 min read