Thursday Stir

By Kyle O'Brien 

-The grilled cheese sandwich was invented over 100 years ago, and most people since then make theirs with butter. But a new campaign from VML for Hellmann’s finds the sale of mayonnaise prohibited inside Toast, North Carolina to prove the condiment belongs on the outside of the toasted bread sandwich. In a mockumentary-style campaign, for 24 hours, no mayo was consumed inside the town lines of Toast—no dipping, no spreading or thinking about mayo. North Carolina-native and Nascar legend Dale Earnhardt Jr, Hellmann’s “Commission for Condiment Use” traveled door to door removing all traces of Hellmann’s mayo in a bid to convince the mayo belongs on the outside of Toast.

-Lux jeweler David Yurman has named PHD its global media agency of record.


-Revenue from Meta’s Advantage+ Shopping Campaigns more than doubled since last year, Meta CEO Mark Zuckerberg said during the Q1 2024 earnings call.

-The commerce space shouldn’t be a place where creative goes to die, writes Ronald Ng, the global chief creative officer of MRM.

-Le Monde, the French publisher, missed its subscriber goals, but aims to reach 1 million total subscribers by 2025 aided by Olympics.

-Actor Owen Wilson is doing his best Steve Jobs impression for a beauty startup’s new campaign.

-New York Festivals 2024 international AME Awards, now in its 30th year of honoring advertising and marketing effectiveness, and the NYF Greater China AME Awards are aligning their entry deadlines. The decision ensures harmony in scheduling and the announcement of award winners, enlarging their footprint and enhancing the impact of both competitions. The official deadline is June 18 and final deadline is June 30.