NOLAN’S CAMPAIGN FOR THE ODYSSEY USES THE GREATEST STRENGTH OF THE TELEVISION SCREEN WITH SURGICAL PRECISION

13. 7. 2026 | 13 min read At first glance, the campaign for Christopher Nolan’s new film The Odyssey reads like a manifesto for cinema's exclusivity. It would be a mistake, however, to interpret this strategy as a rejection of television. Quite the opposite. Universal is using television with exceptional precision where it remains most powerful: during live broadcasts that can bring millions of viewers together at the same moment. The Odyssey is therefore also a story about the changing role of television and television advertising in the age of total video. Television is no longer the place where a film is first unveiled, but an amplifier of attention, mass reach and shared media experiences.

HOLUBOVÁ, TOMICOVÁ AND REMUNDOVÁ: CZECH ACTRESSES SHOW THEIR MANY SIDES IN TELEVISION ADVERTISING, AND VIEWERS LOVE THEM

9. 7. 2026 | 7 min read Full of character, charming and funny. These are the actresses who appear in television adverts on screens across the land of Father Czech, a country flowing with milk and honey, and, of course, advertising. Which stars of stage and screen have ventured into product promotion, and which brands are capitalising on their popularity with Czech audiences?

TROJAN, ČERMÁK, KOTEK AND MORE: CZECH ACTORS BRING CHARISMA, HUMOUR AND AUTHORITY TO TELEVISION ADVERTISING

2. 7. 2026 | 8 min read Celebrities are a powerful draw in advertising, and actors are particularly effective. Which actors are favourites with brands, and which of their adverts have proved the most successful?

TOY STORY 5 HEADS TO CINEMAS — AND ITS HEROES ARE BACK AS ADVERTISING STARS

18. 6. 2026 | 9 min read Woody, Buzz and their friends are returning to cinema screens — and with them comes an army of brands eager to harness the power of one of the world’s best-known animated franchises. The release of Toy Story 5 is accompanied by advertising spots, limited-edition products, competitions and experiential events that connect the film world with customers’ everyday lives.

FIFA WORLD CUP: VIEWERS REMEMBER MORE THAN JUST THE GOALS. LINKING UP WITH ADVERTISING PAYS OFF FOR BRANDS!

12. 6. 2026 | 10 min read Gooaaal! From the windows of homes comes a chorus of cheers, sweeping through the city like a roaring wave. Everyday life stops for a few seconds. At that moment, football is not just a game, but a shared ritual full of tension, emotion and moments that viewers remember long after the final whistle. And advertising enters this incredible atmosphere — not as an ordinary break between events on the pitch, but as part of an experience that can connect a brand with joy, victory and fan passion.

AN AD THAT WAITS UNTIL YOU TAKE A BREAK. PAUSE ADS TURN VIEWING BREAKS INTO A NEW ADVERTISING SPACE

4. 6. 2026 | 12 min read Streaming platforms and online TV services are looking for ways to monetise advertising without making the viewing experience unpleasant for audiences. One of the solutions is pause ads: advertisements that do not interrupt the action itself but appear only when the viewer pauses playback. At first glance, this unobtrusive format neatly illustrates where the entire advertising business is heading: towards greater interactivity, contextual relevance, and the search for a fine line between relevance and overload.

WORLD MILK DAY: DAIRY PRODUCTS AS STARS OF TELEVISION ADVERTISING

1. 6. 2026 | 10 min read The first day of June marks the celebration of a food so ordinary to us that we usually do not even think about it. World Milk Day was established in 2001 by the Food and Agriculture Organization of the United Nations (FAO) to highlight the importance of milk as a global food and the role of the dairy sector in nutrition, agriculture and people’s livelihoods. Celebrations usually include educational campaigns, farm events, tastings, school programmes, professional events and social media communication. Today, we will look at the best television adverts focusing on milk and dairy products.

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.

TOP GUN TURNS 40: THE HIT FRANCHISE HAS INSPIRED A WAVE OF FILM-THEMED ADVERTISING

15. 5. 2026 | 10 min read Forty years have passed since the premiere of Top Gun, yet the film’s iconic aesthetic continues to influence the worlds of advertising and pop culture. Fighter jets, aviator sunglasses, cockpit shots, motifs of speed and adrenaline-fuelled imagery have appeared over the years in campaigns by car manufacturers, fashion brands, airlines and many other companies. Top Gun has grown from a Hollywood blockbuster into a marketing phenomenon that brands keep coming back to.

THE DEVIL WEARS PRADA 2: THE RETURN OF A BOX-OFFICE HIT SPARKS A WAVE OF ADVERTISING

30. 4. 2026 | 8 min read A beautiful woman, a strict boss and a look behind the scenes at a fashion magazine. The cult story from the world of haute couture is returning to cinema screens after many years, building on the legacy of the original hit The Devil Wears Prada, which defined not only how the fashion world is portrayed on film but also how luxury brands reach audiences. With the return of the iconic characters, film, fashion and marketing have once again come together to form one powerful whole. The result is a wave of advertising campaigns built on fashion aesthetics, micro-stories from the original film and the star power of the actors associated with this phenomenon.

WHO PAYS FOR YOUR FAVOURITE STORY? A HUNDRED YEARS OF ADVERTISING THAT QUIETLY BECAME PART OF THE CONTENT

22. 4. 2026 | 13 min read At first glance, it may look like an old advertising relic from the age of radio and black-and-white television. But the Brought To You By model, in which the sponsor is an acknowledged part of the content, has in fact never completely disappeared. On the contrary, it has simply evolved along with the media, audiences and the business logic of the entertainment industry. The story of BTYB is therefore not only the history of a single advertising format but also the history of the tension between creativity, commerce and the question of who actually pays for the stories we so love to watch.

LEE CRONIN’S THE MUMMY IS COMING TO CINEMAS: ANCIENT EGYPTIAN MYTHOLOGY ALSO APPEARS IN TV ADVERTISING

16. 4. 2026 | 8 min read It does not always have to be a furious mummy rising from a sarcophagus or a swarm of flesh-eating scarabs. Sometimes a hint of an ancient mystery is enough — a curse hidden in the sand, and the silhouette of a pyramid or a sphinx on the horizon. The symbolism of ancient Egypt has attracted filmmakers for decades, and it works just as reliably in advertising. Pharaohs, mummies, and forgotten tombs can create an atmosphere of adventure within seconds and send chills down the viewer’s spine. It is therefore no surprise that these motifs repeatedly appear in television campaigns for brands seeking to captivate audiences with a story thousands of years old — especially when a brand-new film on the subject is heading to cinemas.

POKÉMON CELEBRATES AN ANNIVERSARY AND CONQUERS THE GLOBE: THE WORLD’S MOST SUCCESSFUL FRANCHISE TURNS 30

7. 4. 2026 | 11 min read The Pokémon franchise has entered its thirtieth year, and the anniversary celebrations are nothing short of grand. They include new products, collaborations with fashion brands, special themed stores, exhibitions, and limited-edition collectables. Some items sell out within seconds, confirming that interest in the brand remains exceptionally strong. Advertising is now often targeted at millennials—those who grew up with Pokémon in the 1990s and who today have the means to spend on collectables or premium editions of familiar products.

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.

BLACKPINK, BTS AND THE ART OF SELLING ANYTHING. HOW IDOLS BECAME A GLOBAL ADVERTISING PHENOMENON

17. 3. 2026 | 16 min read BLACKPINK released their new EP Deadline on 27 February 2026. It is their first group project since the 2022 album Born Pink and also the first outcome of renewed group activity following a four year solo hiatus. The comeback of a group that ranks among the most commercially leveraged acts in the history of K pop provides an ideal opportunity for deeper reflection: why are Korean pop idols such irresistibly powerful advertising tools, and how has their relationship with television advertising evolved from a local phenomenon into a global strategy adopted by multinational corporations?

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.

WHEN ADS DON’T STOP THE RACE: HOW BRANDS CARVE OUT A PLACE IN WINTER SPORTS STORYLINES?

22. 2. 2026 | 11 min read Winter sports events are more than just ad space for brands – they are fully formed worlds with a distinct atmosphere, visual identity, and an audience that knows exactly why it is watching. That’s why campaigns work best when they don’t try to overpower the action but instead build on it. From the nighttime energy of the Winter X Games to the alpine precision of the World Cup, to the calm intensity of the biathlon range, it’s clear that when a creative concept respects the event’s pace, aesthetics, and values, advertising stops being an interruption. It becomes a continuation of the experience. Progressive prime-time revolution Anyone who considers themselves a fan of modern winter sports like snowboarding or freeskiing undoubtedly knows the Winter X Games. Held every year – usually in January – in Aspen, Colorado, they serve as a key showcase of the very best in Big Air, Slopestyle, SuperPipe, and many other disciplines. A significant portion of the programme takes place in the evening and at night, meaning the event is designed from the start for television prime time. The schedule is carefully planned well in advance to fit ABC and ESPN broadcast slots while also accommodating streaming on ESPN platforms. This setup aligns with the established aesthetics of the event and explains the enormous interest from advertisers wanting to be visible at an event of this scale.