Advertising & Branding


Packaged Goods

These 6 Great CPG Commercials Were the Whole Package

See the brands that shook up boring categories and turned shoppers into believers

Consumer packaged goods aren't usually considered a creative canvas for agencies. But these six campaigns proved otherwise—showing that even staid categories can be fertile ground for fascinating creative ideas, and…

This Ad Agency Says It's Time for Brands to Start Engaging With Their Trolls

hasan & partners argues for embracing satire

CANNES, France—Finnish artist Jani Leinonen is every consumer brand's worst nightmare, but even he thinks the world's biggest brands need to engage with their most aggressive detractors. Last fall, the activist…

The Inside Story on J&J's Revamped Marketing Mission Under Alison Lewis

Think global in scope, act local in execution

In the brand-new and buttoned-up New Brunswick, N.J., corporate offices of Johnson & Johnson, there's a conference room whose glass doors are adorned with an aqua decal of a baby's…

How Advertising on Different Types of Media Affects Sales of Consumer Packaged Goods

Nielsen Catalina Solutions study shows return on ad spend

The increase in sales that consumer packaged goods brands can expect as a result of ad campaigns varies widely by the media platform used to distribute those ads, according to…

McCann London Gets Its Very Own Sneaker, Inspired by the Agency's Art Deco Building

Architecture for the feet, from Norman Walsh

In partnership with Norman Walsh, a British sports shoe brand, McCann London has created the Herbrand Seven-Eleven, a pair of sneakers inspired by the agency's own art-deco-style building at 7-11…

Old Spice Just Made Its Weirdest Commercial Yet, and That's Saying Something

Nick DenBoer jams two old spots into an insane remix

It's been more than six years since Old Spice advertising started getting very peculiar indeed, with help from Isaiah Mustafa and, particularly, Terry Crews. But Wieden + Kennedy Portland has…

Ad of the Day: Secret Took Viewers by Surprise With This Ad on 'The Bachelorette'

W+K highlights another stressful moment in a memorable way

The Bachelorette is a show with notoriously pretzel-like gender dynamics. On the one hand, the ABC dating program puts a woman in total control of the traditionally patriarchal dating structure—and undercuts…

Orbit Gum Gets Surprisingly Earnest in Aspirational 'Time to Shine' Ads by BBDO

Will a loftier message stick?

Here's a gum for people who feel they've bitten off more than they can chew. Wrigley's Orbit is rolling out a new campaign tagged "Time to Shine," a shift from the…

Dollar Beard Club Takes Its Burly Show on the Road in This Two-Minute Riot of an Ad

Still making hairy men merry

"No, this isn't a fucking mirage; and yes, it starts at a buck a month." You might bristle at such language, but it's business as usual for Dollar Beard Club's mane…

P&G's Secret Takes on Young Women's Stresses, Beginning With the Wage Gap

W+K campaign connects 'stress sweat' to generational struggles

Procter & Gamble's Secret deodorant is launching an interesting campaign from Wieden + Kennedy that looks at larger, generational reasons why young women sweat—often because of political, gender-based struggles—and not…