GAME OF THRONES IS ALSO A BATTLE FOR MARKET SHARE – AND ADVERTISERS KNOW IT. FANTASY-INSPIRED CAMPAIGNS PROVE A SUCCESS

2. 10. 2026 | 9 min read The ambitious book saga A Song of Ice and Fire by American author George R. R. Martin served as the inspiration for the series Game of Thrones. What began as a relatively modest project evolved within a few years into one of the most powerful cultural products of the modern era – and this is precisely where its extraordinary value for the world of marketing lies. The series, whose popularity has been leveraged by numerous global brands in their campaigns, celebrated its 15th anniversary this April.

INTERNATIONAL COFFEE DAY: THE HISTORY OF COFFEE AND COFFEE-FLAVOURED TV COMMERCIALS

1. 10. 2026 | 10 min read The aroma of freshly ground coffee, the first sip in the morning, a short break during a busy working day, or meeting friends over a cup of espresso. For millions of people, coffee is an everyday ritual. But it is also a major global commodity and a source of livelihood. This is what International Coffee Day, celebrated on 1 October, reminds us of. Coffee has also secured a firm place in the world of advertising, where for decades it has symbolised energy, comfort, togetherness and a relaxed lifestyle. In creative television commercials, an ordinary cup becomes the hero of stories filled with the irresistible aroma of coffee – stories that make us want to get up and head straight for the coffee machine.

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.

A FEW SECONDS WORTH SEVERAL MILLION, OR SPECIAL EFFECTS IN A TELEVISION ADVERTISEMENT

3. 9. 2026 | 16 min read Just a few decades ago, a television advert was nothing more than a well-lit shot from a studio, accompanied by simple animation. Today, the situation is completely different. Adverts now routinely feature hundreds of digitally enhanced shots, photorealistic computer-generated characters, simulations of water, fire or explosions, and virtual environments that, just twenty years ago, were the preserve of Hollywood blockbusters.

FROM STAR WARS TO JAMES BOND: FILM SOUNDTRACKS IN TV ADVERTISING

27. 8. 2026 | 8 min read Just a few notes are enough and you instantly know that James Bond is approaching. Or Darth Vader. Film music has a unique ability to evoke emotions, memories and expectations within just a few seconds. That is precisely why advertising creatives turn to it relatively often – sometimes using an original soundtrack, other times commissioning music that merely evokes its atmosphere.

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.

TOM AND JERRY: A NEW FILM SETS OFF AN ADVERTISING CHASE

20. 8. 2026 | 12 min read Tom has been chasing Jerry for more than 85 years – and not only on television and cinema screens. The famous duo also have a surprisingly rich advertising career behind them, promoting cars, soft drinks, fast food and hygiene products. With the arrival of the new feature film Tom and Jerry: Forbidden Compass, the advertising machine is once again running at full speed. This time, however, mainly in China, where new animated commercials have been created for Pizza Hut and dairy brands owned by Mengniu.

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.

WINGS, ADRENALINE AND MILLIONS OF VIEWERS: ICONIC ENERGY DRINK COMMERCIALS

15. 8. 2026 | 15 min read When a product has energy in its name, a brand can afford to add a few extra volts to its advertising campaign. International Energy Drink Day, celebrated on 15 August, is therefore the perfect excuse to look back at campaigns that turned an ordinary can into a symbol of adrenaline, performance and pop culture – and sometimes pushed the boundaries of advertising so far that the ad itself became an event.

FROM PUB SIGNS TO TV COMMERCIALS: THE HISTORY OF BEER AND THE EVOLUTION OF ADVERTISING FOR THE GOLDEN BREW

14. 8. 2026 | 10 min read This year, International Beer Day fell on Friday, 7 August 2026. Besides being an opportunity to raise a glass to brewers, bartenders and lovers of the golden brew, it also recalls the remarkable journey of a drink that has accompanied humanity for thousands of years and gradually become part of popular culture. But it was not only the deliciously bitter beverage that evolved. Beer advertising has come a long way too.

THE ODYSSEY IN ADVERTISING: BRANDS SET SAIL FOR A MOVIE HIT, WHILE MATT DAMON SELLS BEER AND CRYPTO

13. 8. 2026 | 11 min read This summer, one of the oldest stories in Western culture returned to cinema screens and, judging by rising box-office revenues and sold-out screenings, is enjoying phenomenal success. The adventures of the mythical hero Odysseus are accompanied by epic images of sea voyages, numerous heroic trials and the everyday clashes of an “ordinary” man with the gods. The premiere of The Odyssey naturally inspired official partners as well as various brands eager to ride the wave of the ancient Greek theme. Yet the motif of an odyssey had appeared in advertising long before this new film, while Matt Damon, who plays Odysseus, also has an advertising history of his own.

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.

PRIMA THIS AUTUMN: NEW EPISODES OF POD HLADINOU, ZÁKONY VLKA, POLABÍ AND THE REALITY SHOW ZRÁDCI

6. 8. 2026 | 9 min read TV Prima unveiled its autumn programming schedule at Tyršův dům in Prague. This autumn, the broadcaster aims to attract viewers with new episodes of series including Zákony vlka, Kriminálka Slapy: Pod hladinou and Polabí, as well as reality formats Ano, šéfe! and Zrádci.

THE EMPEROR IN THE SERVICE OF BRANDS: NAPOLEON STORMS TELEVISION SCREENS

4. 8. 2026 | 11 min read Napoleon's life offers advertisers almost everything a great story requires: a meteoric rise, military victories, immense power, a carefully cultivated public image, and a dramatic downfall. Brands therefore draw not only on his likeness, but also on themes of great ambition, defeat, exile and return. In the most successful advertisements, Napoleon serves not as historical decoration but as an active participant whose encounter with a product changes a story the audience already knows.

SPIDER-MAN HAS CAUGHT FAMOUS BRANDS IN HIS WEB: HOW THE ICONIC SUPERHERO HAS SHAPED THE WORLD OF TELEVISION ADVERTISING

3. 8. 2026 | 10 min read The film Spider-Man: Brand New Day arrived in Czech cinemas on 29 July 2026, with Tom Holland returning for his fourth appearance in the leading role of the web-slinging hero. The premiere also brought a new wave of advertising partnerships, covering everything from cars and electronics to pizza and hydration drinks. How have campaigns built around Spider-Man evolved over nearly a quarter of a century, and why do some commercials feel more like lost scenes from a film than conventional advertisements?

ADVERTISING REWRITES HISTORY: CLEOPATRA IS PORTRAYED AS A SEDUCTIVE BEAUTY IN TELEVISION COMMERCIALS, BUT IN REALITY, SHE PROBABLY HAD A PROMINENT NOSE AND CHIN

30. 7. 2026 | 9 min read More than two thousand years have passed since her death, yet she remains one of those historical figures whose image is still instantly recognisable across cultures, making her highly appealing to creatives in the advertising industry. Rather than depicting the real Egyptian ruler, advertisers draw on the image of a seductive queen surrounded by luxury, an image shaped over the centuries by Roman propaganda, art and Hollywood. Her lover Julius Caesar has also enjoyed a successful advertising career. Let us explore how television advertising transforms famous figures from antiquity into comic heroes, brand ambassadors and users of modern services.