CHOCOLATE: A SWEET TREAT AND A POPULAR SUBJECT FOR TV COMMERCIALS

13. 9. 2026 | 12 min read Delicious, velvety-smooth and slowly melting on the tongue. Chocolate has the power to evoke feelings of pleasure, reward and a touch of luxury. We reach for it when we want to treat ourselves, lift our mood or make a challenging day a little more enjoyable. And it becomes even harder to resist when it appears on the television screen. Advertising can turn chocolate into an almost irresistible temptation – the kind that makes us want to get off the sofa and go and find at least a small piece. International Chocolate Day is the perfect opportunity to look back at the history of chocolate and some of the most memorable television commercials it has inspired.

LEGENDS RETURN TO THE SPOTLIGHT: ADVERTISING BRINGS HISTORICAL ICONS BACK TO LIFE, INCLUDING SALVADOR DALÍ

10. 9. 2026 | 11 min read Napoleon sold cars and beer, Cleopatra promoted chocolate and cosmetics, Einstein became a symbol of genius, Edison of ingenuity, and Leonardo da Vinci of boundless human creativity. The advertising world has always had a soft spot for the great figures of history. A famous name works as an effective shortcut: within seconds, it can trigger associations that would otherwise take an entire brand story to build.

HOLLYWOOD AT THE SERVICE OF BREWERIES: FAMOUS BEER COMMERCIALS FEATURING GLOBAL CELEBRITIES

21. 8. 2026 | 10 min read This year, International Beer Day was celebrated on Friday, 7 August. It is the perfect opportunity to revisit not only the taste and history of this popular drink, but also the advertisements that have connected beer with film, music and the world of celebrities. Brad Pitt fled an army of photographers for Heineken, Mads Mikkelsen searched for the recipe for Danish happiness, Snoop Dogg reflected on life by the beach, and Orlando Bloom explored the secrets of Prague’s brewing tradition.

LEONARDO DA VINCI IN TV ADVERTISING: THE GENIUS WHO KNEW HOW TO SELL HIMSELF

18. 8. 2026 | 11 min read Leonardo da Vinci is an almost perfect historical celebrity for modern advertising: he embodies genius, ingenuity, creativity and the ability to stay ahead of his time. Even more interesting, however, is Leonardo’s historical connection with what we would today call marketing. Surviving sources show that Leonardo himself knew how to present his abilities very strategically to a potential patron and later created spectacular court entertainments that helped demonstrate the power and prestige of the rulers he served.

THOMAS ALVA EDISON IN TV ADVERTISING: THE INVENTOR WHO KNEW HOW TO SELL THE FUTURE

11. 8. 2026 | 10 min read Thomas Alva Edison appears in advertising as a symbol of technological progress, breakthrough ideas and the moment when a new technology transforms everyday life. But he is interesting to advertising creatives for another reason as well: his public image was not created long after his death. As early as the 1870s, demonstrations of the phonograph and extraordinary press interest turned him into an international celebrity. Later, his products were promoted through paid public exhibitions and spectacular comparative “tone tests”. Edison is therefore not merely a historical figure retrospectively transformed by advertising into a marketing symbol. From the very beginning, his own career also unfolded at the intersection of technological development, public demonstrations and the ability to capture an audience’s attention.

INTERNATIONAL BEER DAY: ICONIC TELEVISION ADVERTS TOPPED WITH BEER FOAM

7. 8. 2026 | 7 min read International Beer Day falls on the first Friday in August each year. As well as providing an opportunity to try a new lager or thank the people who brewed and served it, the occasion offers a reason to revisit television advertisements that have succeeded in transforming an ordinary pint into a symbol of friendship, patience, craftsmanship and national identity.

FIFA 2026: HOW THIS YEAR’S ADS CELEBRATE FANS WITH HUMOUR, SELF-DEPRECATION AND FOOTBALL PATHOS

7. 7. 2026 | 5 min read For brands in the advertising industry, the Football World Cup has often been a celebration of successes or individual star players. The MAM editorial team has selected six striking adverts that show this trend is changing. The focus is now shifting to the fans – through humour, irony, pathos and fan rituals.

SHREK CELEBRATES 25 YEARS: THE GREEN OGRE REMAINS A GREAT SOURCE OF INSPIRATION FOR ADVERTISING CAMPAIGNS

16. 5. 2026 | 9 min read A quarter of a century has just passed since the birth of the grumpy ogre from the swamp, who won over several generations of fans and remains one of the most recognisable film characters in the world. His distinctive humour and iconic visual style continue to attract the attention of marketers and major brands. The expected return of the series with Shrek 5 also suggests that interest in the franchise will continue to grow within the advertising world.

BRANDZ RANKINGS: GOOGLE OVERTAKES APPLE, AI DRIVES BRAND VALUES TO RECORD LEVELS

14. 5. 2026 | 5 min read The value of the world’s biggest brands has risen significantly this year thanks to the rise of artificial intelligence. Google has become the new number one in the Kantar BrandZ Top 100 global ranking; technology firms have dominated the top spots, and Chinese brands are also gaining significant ground. AI services such as ChatGPT and Claude have also seen record growth.

WATER: THE ESSENCE OF LIFE AND A REWARDING THEME FOR TV ADVERTISING

22. 3. 2026 | 8 min read How many times a day do we turn on the tap without paying much attention to the water flowing from it… Water is something we take completely for granted. Yet all it takes is slowing down a little and realising just how essential it is to our lives. And that is precisely what World Water Day reminds us of every year. Unlike ordinary consumers, creative professionals are well aware of the importance of water and its powerful symbolism, which is why they so often draw on it in advertising. So today, on the occasion of World Water Day, we will take a look at water in television advertising—whether as a promoted product or as a motif that helps create atmosphere and underline the advertising message.

LEONARDO DICAPRIO IS FILMING IN PRAGUE. THE FILM IDOL BEGAN HIS CAREER IN TV ADVERTISING

16. 3. 2026 | 6 min read A global star has arrived in the Czech Republic! Leonardo DiCaprio, one of today’s biggest Hollywood stars, is here because of a new film by Martin Scorsese, which has been filming in Prague and its surroundings since the end of February. Fans of the Titanic hero have a chance to catch a glimpse of the famous actor somewhere and are eagerly anticipating the new film. Few people today, however, recall that the actor, who carefully guards both his film and public image, began his career with small roles in commercial advertisements. What is DiCaprio’s relationship with commercial advertising, and why is his participation in it more the exception than the rule?

NEW SCREAM HITS THEATERS AS AUDIENCES BUZZ WITH ANTICIPATION. BRANDS TAP INTO THE POPULARITY OF HORROR IN ADVERTISING CAMPAIGNS

2. 3. 2026 | 5 min read Three years have passed since the release of Scream 6, and the seventh instalment is now racing into theatres. The trailer for the new film premiered during this year’s Super Bowl, leaving fans of the franchise eager for more. The sixth film was a major commercial success, grossing over $168 million worldwide and becoming the highest-grossing entry in the series on the North American market. It also received positive reviews from both audiences and critics. Horror films are generally popular with viewers, so anticipation is high for the next addition to the franchise. But terror doesn’t come only from movies. Sometimes, audiences let out frightened screams while watching TV ads, too. And let’s be honest, some of them are truly worth it.

THE CHINESE NEW YEAR IS UPON US. DIOR WELCOMES IT WITH A COLLECTION AND A SHORT FILM IN BAROQUE STYLE

17. 2. 2026 | 3 min read Tuesday, 17 February marked the beginning of the Chinese Year of the Horse. Dior welcomes it with a new collection, accompanied by a new short film. The film was directed by Nina Gantz and Renée Zhan from the London-based production studio Blinkink.

TV ADVERTISING WITH A TASTE OF ITALY: BRANDS LIKE FERRERO, APEROL, FIAT AND GUCCI CONQUERED THE WORLD

16. 2. 2026 | 7 min read It’s gloomy outside, and even in Italy, where the XXV Winter Olympic Games are underway, the weather isn’t looking much better. Still, Italy has its unmistakable, unique atmosphere, one that resonates emotionally and can be conveyed from the screen into our homes through TV ads that feel warm, gently slow down time, and celebrate not just the product but the lifestyle around it. But what about Italians? What is the history of Italian advertising, what makes it distinctive, and which Italian brands have conquered the world through TV ads?

FROM DOORDASH TO CLASH OF CLANS, THESE ARE THE VALENTINE’S DAY CAMPAIGNS WE’RE LOVING

12. 2. 2026 | 5 min read From playful product truths to bromance-fueled gaming and culture-led stunts, this year’s Valentine’s Day campaigns show brands moving beyond traditional romance to celebrate connection in all its forms.

TAXI DRIVER TURNS FIFTY, BUT THE TAXI BUSINESS IS MUCH OLDER: TAXIS AND DE NIRO IN TV ADVERTISING

9. 2. 2026 | 7 min read The film Taxi Driver, which premiered on 8 February 1976, is celebrating a milestone and remains one of the most influential works in film history. The producers didn’t have to spend a fortune to make it. With a budget of $1.3 million, the film, directed by Martin Scorsese, was shot mostly on the real streets of New York. The atmosphere was authentic too – the grime, adult theatres, and neon signs weren’t set pieces, but the reality of the 1970s. The main actors also added to the realism. Today, let’s take a look at taxi-themed ads and spots featuring Robert De Niro, who famously played the lead role in Taxi Driver.

SUPER BOWL 2026: BUDWEISER, KINDER BUENO, AND OTHER BRANDS ONCE AGAIN BANK ON THE MOST EXPENSIVE AD SPOTS

30. 1. 2026 | 9 min read Here it comes! The ads for this year’s Super Bowl are already making waves and sparking conversations. For fans in the U.S.—and beyond—the Super Bowl is far more than just the football championship game. It’s an event that, for one evening each year, brings together sports, entertainment, advertising, and pop culture. Even people who don’t normally follow American football tune in. It’s the ultimate mass spectacle, and the commercials are an inseparable part of it—many viewers watch them with the same anticipation as the game itself. And long after the stadiums have emptied, Super Bowl ads continue to be dissected and discussed across social media and in the press.

THE HISTORY OF KOFOLA’S CHRISTMAS CAMPAIGNS: IT JUST WOULDN’T BE CHRISTMAS WITHOUT THOSE “BIG CURVED TEETH”

25. 12. 2025 | 10 min read “I don’t have to — I can already see it!” With that line comes the annual certainty that Christmas is just around the corner. Kofola’s Christmas campaigns work because of their remarkable consistency: since 2003, Czech television audiences have embraced the same simple story — one that never really changes, and yet never grows old. It is built not on the product itself, but on emotion, tradition, and a playful sense of humour that feels deeply familiar to Czech viewers. The television advert, returning year after year with only the slightest variations, has gradually become a cultural symbol that audiences would not dream of doing without and look forward to every Christmas season.