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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

CREATIVITY STRATEGY

Brands Have Found a Use for Their Worst Reviews

Béis turned its harshest reviews into a relaunch. The tactic only works for brands willing to actually change the product.

4 min read

CREATIVITY

Advertising Promotes Its Best Creatives and Stops Teaching Them

Agencies hand their strongest makers a team and no manual. The gap shows up in the work long before it shows up in HR.

5 min read

FREE READING

EXPIRED

CREATIVITY STRATEGY

Coca-Cola Changed a Font and Found Out Who Owns the Brand

Coke updated its identity and the internet saw cigarettes. The reaction says more about ownership than about typography.

5 min read

CREATIVITY

American Eagle Turned a World Cup Win Into Its Back-to-School Weapon

American Eagle signed Lamine Yamal in January, before he was a champion. Now it's betting speed and subculture beat scale in the fight for Gen Z.

5 min read

CREATIVITY

Hinge Made an Ad Campaign With No Artificial Intelligence in It

Hinge's new European campaign was built entirely by hand, from puppets to end cards. In a feed full of synthetic content, that is the product claim.

5 min read

FREE READING

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CREATIVITY

Gap Turns to Hailey Bieber and ’90s Nostalgia to Revive Its Denim Legacy

Gap's Hailey Jean capsule channels '90s denim nostalgia with a star born in 1996. The comeback keeps compounding on culture.

4 min read

CREATIVITY

Anthropic Is Selling Trust While Its Rivals Sell Ads

While OpenAI tests ads inside ChatGPT, Anthropic built a campaign from 120,000 public fears about AI. Trust is the new creative battleground.

5 min read

CREATIVITY

Fashion Campaigns Retreat Into Nostalgia as Consumers Tire of AI

This summer's fashion campaigns sell memory instead of novelty. The reason has less to do with the past than with what audiences no longer trust.

4 min read

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CREATIVITY

Hyundai Sends a Humanoid Robot Onto the World Cup Pitch at Halftime

Hyundai skipped the usual sponsor spot. It put a Boston Dynamics robot on the field at the World Cup and let the machine do the talking.

4 min read

CREATIVITY

Spotify Turned Fan Loyalty Into a Ticket — and Made an Animated Ad Worth Talking About

The scalping problem has existed as long as concert tickets have. Spotify's answer is a first-party data system that identifies genuine fans and holds their seats before the general sale opens.

3 min read

CREATIVITY

Adobe Is Making Its Biggest Bet Yet on Creators, and Cannes Is Where It’s Planting the Flag

Adobe is arriving at Cannes Lions 2026 with a clear strategic argument: the creator economy and the enterprise software market are converging, and Adobe intends to own the intersection.

2 min read