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.

ADFORUM: THE MOST APPRECIATED CAMPAIGN OF THE YEAR IS “PRICE PACKS” BY PENNY

18. 2. 2026 | 2 min read According to a report by AdForum, the most creative awards last year went to German retailer Penny's "Price Packs" campaign.

NICOLE KIDMAN, KEIRA KNIGHTLEY AND OTHER STARS IN TV ADS: BEAUTY AND CHARACTER DRIVING SALES

28. 1. 2026 | 8 min read Who wouldn’t daydream when a beautiful woman—who’s also a celebrated actress—appears in a commercial? For a moment, men succumb to the illusion that driving the car featured in the ad with a diva will grant them the charisma to attract any beautiful woman. Meanwhile, women aspire to match the allure of these screen icons, making them eager to buy the promoted product, whether it’s a perfume or a handbag.

APPLE REMAINS THE MOST VALUABLE BRAND, NVIDIA OVERTAKES FACEBOOK

20. 1. 2026 | 3 min read Apple remains at the top of the ranking of the world's most valuable brands. Nvidia has entered the top five, ranking among the world's five most valuable brands for the first time thanks to the boom in artificial intelligence.

THE GLOBAL ADVERTISING MARKET IS GROWING, WITH TECH GIANTS TAKING THE LION’S SHARE

18. 1. 2026 | 3 min read Last year, Alphabet, Amazon and Meta captured 56.1% of the global advertising market, and their share is expected to grow even further this year.

DISNEY HAS OPENED PANDORA’S BOX. IT IS STARTING TO INVEST IN ARTIFICIAL INTELLIGENCE.

9. 1. 2026 | 2 min read Disney has announced a billion-dollar investment in OpenAI. It will also allow its characters to be used in the Sora video tool.

CHANNEL 4, ITV AND SKY COMMERCIAL CHIEFS ASK ADVERTISERS TO ‘TURN DOWN THE TOXIC’

30. 11. 2025 | 7 min read The Future of Media London

CONSUMERS PREFER TO WATCH ADS ON AMAZON, FINDS KANTAR STUDY

23. 9. 2025 | 3 min read Consumers are more receptive to ads on Amazon than those on other global media platforms, while X is the least trusted platform among marketers, according to a Kantar global study of the media landscape.

SUPERMAN CAN BOOST A BRAND’S SUPERPOWERS. ALL IT TAKES IS TV ADVERTISING

31. 7. 2025 | 8 min read A new adaptation of Superman has hit theatres. Naturally, its premiere is accompanied by a wave of advertising campaigns. The iconic comic book hero offers a strong emotional impact and a universally understood symbol of good, which allows advertisers to increase brand visibility and associate their products with positive values.

APPLE REMAINS THE MOST VALUABLE BRAND. WHAT DO THE NEW RANKINGS SHOW?

16. 5. 2025 | 4 min read Since 2006, the value of the Global Top 100 has increased by more than $9.3 trillion and currently stands at $10.7 trillion.

APPLE HAS INCREASED ITS BRAND VALUE AND REMAINS THE MOST VALUABLE

24. 1. 2025 | 2 min read Brand Finance has published an updated ranking of the world's most valuable brands.

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.

WHY TV ADVERTISING STILL RULES BRAND-BUILDING

24. 10. 2024 | 7 min read Quick—name the biggest brands you know. Coca-Cola. Apple. Amazon. Besides being massively famous, what else do these brands have in common?

MOST US/UK HOLIDAY SHOPPERS WILL START BEFORE THANKSGIVING THIS YEAR

5. 10. 2024 | 1 min read Key stat: 27% of UK and US adults plan to start buying holiday gifts as early as October, according to an April 2024 survey from Salsify.

GLOBAL ADVERTISING TO CROSS THE TRILLION DOLLAR MARK THIS YEAR

28. 8. 2024 | 3 min read Advertising spending is expected to grow by 10.5% year-on-year this year, with the total value set to exceed $1 trillion.

ART IN ADVERTISING: A FEW TONES CAN CHANGE EVERYTHING. CLASSICAL MUSIC IS A TIME-PROVEN CHOICE

15. 8. 2024 | 6 min read Mozart and Wagner, Strauss or Vivaldi. In their desire to captivate the audience and evoke emotions, advertisers and the creative agencies they approach do not hesitate to draw on the proven history of music. Advertising without music is like heaven without stars. And why not capitalise on the fame of the oldest artists? Music and emotions The use of music in advertising has good reasons, even scientifically based. Scientists have shown that humans use the same parts of the brain to process music as they do for memory and emotion. It is natural for the human brain to associate certain types of music with an object, place, or person.

BIG TECH IS GOING GREEN, SO LET’S HELP THE WHOLE INDUSTRY DO THE SAME

2. 5. 2024 | 5 min read Smaller players don’t have the resource of the tech giants but, with the help of advertisers, they can still make a significant contribution to a green future. Digital media’s response to carbon emissions is taking place on a number of fronts, but certainly the mightiest, the most pull-out-all-the-stops impressive, is the one embodied by the big technology companies that set the tone for the industry.

SCREENVOICE TOP 12 CHRISTMAS CAMPAIGNS 2023

15. 12. 2023 | 4 min read The year has come and gone, and famous and lesser-known brands have come out with their long-awaited Christmas campaigns, which unmistakably draw us into the pre-Christmas spirit and put us in the mood for a genuine festive atmosphere.