BRAND BATTLES IN THE AUTOMOTIVE INDUSTRY: BMW, MERCEDES AND TESLA

31. 3. 2025 | 11 min read The automotive industry is one of the most competitive sectors in the world. As a result, the battle between brands for customer favour doesn’t just take place on racetracks, but mainly in the advertising industry. Gone are the days when it was enough to show a beautiful woman casually leaning against a shiny car to draw long lines outside car dealerships. Nowadays, when car manufacturers are fighting over customers, direct advertising confrontations are increasingly common.

BRAND BATTLES: FAST-FOOD OUTLETS MCDONALD’S, BURGER KING AND KFC USE PROVOCATION, TECHNOLOGY AND EMPHASIS ON TRADITION

27. 3. 2025 | 10 min read Competition is fierce in the fast-food sector. Each brand has completely different weapons in its arsenal. What advertising strategies are the global giants using to keep the competition at bay?

THE BIG BRAND BATTLES: NOSTALGIA, COMPARISON, AND PROVOCATION WORK WELL IN ADVERTISING WARS

24. 3. 2025 | 5 min read At first glance, it might seem that the global market is vast, with enough room for everyone. In a utopian world, each brand would peacefully claim its share of the market and leave the rest for others. Sounds funny, right? In reality, when two or three strong brands meet in a certain market segment, they go head-to-head. There is only one spot in the sun, and while there doesn’t have to be just one winner, anyone who hesitates may find with dread that they are not among the top players but at the bottom.

IS A BRIGHTER FUTURE COMING? WITH A TOUCH OF EXAGGERATION, MIND POSITIVITY IN TV ADVERTISING AIMS TO OFFER A MANUAL TO HAPPINESS

20. 3. 2025 | 11 min read Every year, the International Day of Happiness is a reminder of the important role positivity plays in everyday life – and the advertising world is no exception. For some time now, mind positivity has become a key strategy for brands willing to reach customers not only effectively but also with emotions that leave a lasting impression. How can joy, hope, and authenticity turn advertising into inspiration and build loyalty?

TV ADVERTISING DESERVES AN OSCAR FOR ITS EFFECTIVENESS AND CREATIVITY

3. 3. 2025 | 7 min read It is time for the annual Academy Awards. But this prestigious film event is not just a celebration of the art of cinema. It is also a major marketing opportunity. During the gala evening, exclusive advertising spots appear on the screen, costing astronomical sums. Luxury brands, film studios and technology companies use this moment to showcase their latest campaigns. Each year, the Academy Awards offer a close link between television advertising and the film industry.

FROM ORDINARY USER TO INFLUENCER: HOW REALITY SHOWS ADJUST THE RULES OF THE GAME

2. 3. 2025 | 3 min read The ways in which people gain public recognition have changed with the massive rise of reality shows. While in the past, the path to popularity was associated with traditional media platforms, today, even ordinary social media users have the chance to become celebrities by participating in reality shows. At least for a week or so.

WHEN THE BREAK IS AS MUCH FUN AS THE GAME. WHAT WAS THE HIGHLIGHT OF THIS YEAR’S SUPER BOWL COMMERCIAL BREAK?

17. 2. 2025 | 14 min read Super Bowl LIX once again attracted the attention of not only sports fans but also advertising professionals from around the world. Prices for 30 seconds of ad space reached all-time highs this year, and once again, we could watch campaigns from big brands and smaller players who took advantage of the opportunity to reach more than 126 million viewers. Whether it was funny spots, emotional messages or controversial messages, Super Bowl LIX confirmed its status as the advertising event of the year, leaving no one indifferent in the marketing world.

BRAD PITT, KEANU REEVES AND BRUCE WILLIS AS THE STARS OF ADVERTISING. FOREIGN MARKETING IS TEEMING WITH HANDSOME ACTORS

13. 2. 2025 | 10 min read Casting a celebrity actor in an ad usually costs a lot of money, but it pays off for brands. They know this abroad. Especially when the face of the brand is a handsome sight to behold, a tough guy or, on the contrary, a charismatic gentleman. Who wouldn’t want to drink coffee like George Clooney?

PRINCESSES, FROGS AND GENIES IN ADVERTISING: FOREIGN BRANDS LOVE FAIRY TALES

16. 1. 2025 | 7 min read Fairy tales accompany us throughout our lives. In childhood, they carry us away on waves of imagination, in adulthood, we tell fairy tales to our children and grandchildren to simply explain the difference between good and evil and to pass on to them the values of life. In addition, fairy tales are a great element for advertising because they help consumers make an emotional and personal connection with brands. And that’s why fairy tale themes have been found across modern advertising in various forms for a very long time.

CZECHS 45+ AND THEIR CHRISTMAS: IN WHAT DO THEY DISAGREE WITH THE YOUNGER GENERATION AND WHERE DO THEY RESONATE?

7. 1. 2025 | 3 min read Christmas rituals of Czechs 45+: Potato salad with celeriac and detective stories by the tree. What else is important to them and how do they differ from younger generations? Christmas research from GroupM reveals many interesting facts.

THE LORD OF THE RINGS: CULT FILMS BASED ON TOLKIEN ARE “ADVERTISERS’ PRECIOUS”

28. 12. 2024 | 8 min read In December, Czech cinemas premiered a new adaptation of a cult story that has deeply resonated with audiences across generations. Not only the fan base of the famous book now has the opportunity to see the American-Japanese film The Lord of the Rings: The War of the Rohirrim. Ever since the first film adaptation of Tolkien’s work saw the light of day in 2001 as the epic film “The Fellowship of the Ring”, the Lord of the Rings-themed films have been among the most talked-about fantasy films. And, of course, they are also a source of inspiration for media creatives who have recognised the opportunity and used the film characters for promotional purposes.

SCREENVOICE TOP 10 INTERNATIONAL CHRISTMAS CAMPAIGNS 2024

27. 12. 2024 | 9 min read The year 2024 is coming to an end, and the tsunami of Christmas ads that have been flooding viewers since the autumn season is slowly subsiding. Which international TV spots have been the most successful, and what have global brands decided to take on this year to capture attention? Here is ScreenVoice’s selection of the best foreign spots.

SLEEPING BEAUTY AS AN AD STAR OR CZECH TV ADS INSPIRED BY FAIRY TALES

20. 12. 2024 | 9 min read Once upon a time… Long, long ago… This is what they say in fairy tales but no matter how long ago the stories hidden in fairy tales took place, they mirror our present. They portray the contrast between good and evil in a unique way and show diverse characters and values. Moreover, they have the power to transport us as if by magic to other worlds we dreamed of as children. In any case, fairy tales are loved not only by our little ones, but also by adults, no matter whether they are thirty or sixty. It’s no wonder that fairy tales also inspire creatives who are brainstorming the most engaging and compelling TV.

USING FILMS IN MARKETING PAYS OFF. TV ADS DRAWING INSPIRATION FROM POPULAR FILMS TEND TO BE VERY SUCCESSFUL

19. 12. 2024 | 8 min read Watching films and TV series is a pleasant escape from reality for most of us. Unlike reading books where you have to activate your imagination to embark on other worlds, film writers, directors, cinematographers, editors and effects artists make it much easier for us. The world of fairy tales and adventure is within our reach thanks to television. We can be transported to history or to the future - nothing is impossible. And a film or series that stands out from the rest in terms of its treatment or ideas has a chance of worldwide fame and cult status. Well, from there it’s just a step to its use in the realm of marketing.

SCREENVOICE TOP 10 CZECH CHRISTMAS CAMPAIGNS 2024

17. 12. 2024 | 6 min read According to the Ipsos agency, Czechs like to spend at Christmas, and this year they plan to spend up to CZK 10,000 on gifts, which is not an insignificant amount. The Christmas season is simply a great opportunity for brands to increase sales. And TV advertising is one of the ways to stand out in the mass pre-Christmas offer.

THE SIMPSONS: WE HAVE BEEN SEEING THE YELLOW FAVOURITES FOR 35 YEARS, NOT ONLY ON SCREEN BUT ALSO IN ADVERTISING COLLABORATIONS WITH WELL-KNOWN BRANDS

17. 12. 2024 | 3 min read It was 35 years ago today, 17 December, that The Simpsons first appeared on our screens. The enduring popularity of this yellow phenomenon is evidenced by the fact that it is the longest-running animated show in history and by the many Guinness World Records for the longest-running sitcom, the longest-running animated series, the most guest stars in a series, the most Emmy Awards won by one person and a team, and the most searched-for series on the internet. So, it is no surprise that we see the Simpsons a lot in TV spots.

NEW CHRISTMAS CAMPAIGNS ARE ROLLING INTO THE CZECH MARKET LIKE A SNOWBALL

9. 12. 2024 | 13 min read As 2024 comes to a close, brands are in the final battle not only for a place in the sun but also for the contents of consumers’ wallets. Where does the Czech advertising market stand, and what weapons did advertisers use in this year’s Christmas ads, which began appearing in late October and early November?

FROM THE KITCHEN RIGHT ONTO THE SCREEN. WHAT IS THE SECRET INGREDIENT FOR BRANDS WORKING WITH POPULAR CHEFS?

5. 12. 2024 | 16 min read The stars of the culinary world no longer dazzle with their creations on the plate - they also become icons who inspire advertising and shape trends. Combining their talent, charisma, and strong brands not only brings innovation in marketing but also a new perspective on how gastronomy can influence our everyday lives. How can combining culinary art with business reach customers, transform their expectations and strengthen the image of well-known brands?