Founded in 1998 in Los Angeles, the fitness brand Barry's now has 89 studios open in 15 countries. Jackie Lamping became the company's CMO in September, with the task of enhancing the company's global marketing strategy and managing digital marketing and community outreach inside the brand's studios. Lamping herself is a longtime Barry's customer and...
Dick's Sporting Goods is enlisting sports creators. The retailer is expanding a program called Dick's Varsity Team, which will give young athletes a 10-month contract to create and share Instagram content that can be used on the retailer's own channels. Creators will receive monthly gift cards to buy products used in their content. Additionally, creators...
The Super Bowl is the one occasion each year when people eagerly anticipate the commercials, curious about the featured personalities and which brands showcase the greatest creativity. This year, most brands relied on well-known celebrities familiar to many households, such as Martha Stewart for Uber Eats, Billy Crystal and Meg Ryan for Hellmann's, and even...
THE AD: Poppi has tapped creators including Alix Earle, Jake Shane, and Rob Rausch from Love Island USA for "Soda Thoughts," which explores the guilt people feel when eyeing up an ice-cold soda. The ad, Poppi's second Big Game buy after its 2024 debut, shows scenarios where people might crave a sugary can of fizz,...
After making its Super Bowl debut last year, the soda brand is back in the Big Game with a 60-second spot by creative agency Virtue Worldwide. The 60-second spot features creators Alix Earle, Jake Shane, and Rob Rausch from Love Island USA. It was placed by media buying agency Tinuiti "Not only is the Super...
Ferrara Candy-owned brand Nerds is bringing its gummy clusters back to the Big Game for the second year in a row with the help of country artist Shaboozey. The chewy snacks take center stage in the colorful ad as band members of a New Orleans-style second-line band. Shaboozey brings a contemporary twist to Louis Armstrong's...
Business mogul Martha Stewart had a pep in her step in a Super Bowl pregame ad for footwear brand Skechers. In the ad, aired prior to kickoff, Stewart says the line "drop a beat" as she proceeds to breakdance, showing off her own functionality, and that of the shoes. The 83 year-old ends her dance...
THE AD: Mountain Dew's Super Bowl spot follows Latin pop star Becky G as she is transported to Baja Beach with the Mountain Dude after taking a sip of the brand's Baja Blast flavor. On a boat ride, they stumble upon the singer Seal--who is as an actual seal--serenading them with his song "Kiss from...
THE AD: In waterbottle brand Cirkul's first Super Bowl spot, comedian Adam Devine goes grocery shopping. When his wife call him to remind him to pick up a bottle of Cirkul, he realizes it's unavailable at the store. He then journeys around town to find it, inadvertently helping others along the way. But while mentioning...
Tampa-based water bottle brand Cirkul, founded in 2016, is ready to amp up its brand awareness--hence, its debut in the Super Bowl. The ad was conceptualized in-house by the brand's founders, Andy Gay and Garrett Waggoner. The founders said that casting comedian Adam Devine was an obvious choice, since he was already a fan of...
Cirkul, a water bottle that allows you to flavor your water, is making its Big Game debut this year with an ad starring comedian Adam Devine. Steve Battista, CMO of Cirkul, said the concept of the ad was created by founders Andy Gay and Garrett Waggoner. "It seemed like it's the right time to go...
Mountain Dew returns for the seventh time in the Super Bowl, and its Baja Blast flavor is front and center for the second consecutive year. Mountain Dew worked with creative agency Goodby Silverstein & Partners, and award-winning filmmaker Taika Waititi directed the ad. "The cultural impact of the Super Bowl is undeniable and having Mountain...
On Super Bowl Sunday, Paris Hilton knows exactly what she needs to elevate her food: Frank's RedHot sauce. The brand has partnered with Hilton's 11:11 Media on a digital campaign timed to the Super Bowl. The spot shows the OG influencer making her favorite Frank's RedHot recipes like Buffalo Chicken Dip and Buffalo Chicken Wings....
In the past, people paid little attention to what athletes wore when they arrived at a stadium for game day. But today, there is a growing focus on an athlete's style off the field. The NFL has recognized this shift and is now highlighting players' fashion choices. For example, this week's "Creator of the Week"...
Creator management company Whalar Group is launching Sixteenth Sports, a new talent division aimed at helping athletes become bigger stars. The goal of Sixteenth Sports is to help athletes extend their careers beyond sports by creating brand deals and other partnerships as well as intellectual property. The division hopes to elevate rising-star athletes to household...
Prebiotic soda brand Poppi is returning to the Big Game. After making its debut last year, the brand is again working with creative agency Virtue Worldwide as well as media-buying agency Tinuiti. The brand did not disclose how long the commercial will be. Allison Ellsworth, cofounder and lead creative of Poppi, said the decision to...
Hellmann's wanted to do something bigger and bolder to celebrate its fifth consecutive year running a Super Bowl ad. So, the mayonnaise brand is tapping into the nostalgia around the 1989 film When Harry Met Sally. Hellmann's 30-second Super Bowl ad recreates the iconic diner scene at New York's Katz's Deli from When Harry Met...
Prebiotic soda brand Poppi has confirmed that it will return to the Super Bowl this year, after advertising for the first time during last year's game. Poppi declined to share further details about the creative. Its 2024 Super Bowl ad, titled "The Future of Soda Is Now," included a 60-second spot created by agency Virtue...
Following the 75-day extension for a possible TikTok ban in the U.S., Instagram is aggressively courting top creators. Over the past couple of weeks, Instagram has rolled out a flurry of updates aimed at creators. Instagram's short-form Reel videos now last up to three minutes, a revamped profile layout looks similar to TikTok's 4:5 ratio,...
Influencer marketing platform ShopMy has raised $77.5 million in a Series B funding round. ShopMy connects creators with brands to facilitate affiliate marketing partnerships. Creators use ShopMy's links to share products with their followers, and earn commission when they purchase trough those links. Its technology automates the process of sending free products to creators in...
