AQUALAND MORAVIA SCORES A HIT ON WATCHTIME. A SPOT FROM CROATIA REACHED 1.8 MILLION PEOPLE

3. 8. 2026 | 3 min read At a time when feeds are flooded with fast-paced cuts, generic formats and AI-generated visuals, Aqualand Moravia has opted for the opposite approach. Instead of Czechs heading to the seaside, it shows Croatians setting off on holiday to Moravia – a simple twist on the stereotype that defies expectations.

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.

THE CAMPAIGN FOR THE FILM VELKÝ VLASTNECKÝ VÝLET WON SILVER AT THE CANNES LIONS

2. 7. 2026 | 3 min read The only Czech campaign awarded at this year’s Cannes Lions festival was the communication campaign for the documentary film Velký vlastenecký výlet. The project, produced by Punk Film with support from the creative workshop Fun House, the Leo Prague agency and other teams from Publicis Groupe, won a Silver Lion.

FAQ ON BACK-TO-SCHOOL MARKETING: SPENDING, TIMING, AND THE EARLIER-EVERY-YEAR SEASON

26. 6. 2026 | 4 min read The back-to-school season is gaining momentum for retailers in 2026. It’s worth $85.42 billion in US retail sales, according to EMARKETER. And the season keeps starting earlier as price-conscious families spread purchases out across the summer. This FAQ covers the season's timeframe, top categories, and channel preferences, and how marketers should position campaigns in 2026. How big is back-to-school spending? Expected to hit $85.42 billion in US retail sales this year, back-to-school is accelerating 3.3% year-over-year, up from 2.5% annual growth in 2025, per EMARKETER. A full $53.06 billion will come from physical retail sales. Another $32.36 billion is expected from back-to-school season retail ecommerce sales. A big driver behind the season is college-bound students, whose families will spend $36.16 billion, up 3.9% YoY. Families with students in grades K-12 will spend $49.26 billion this back-to-school season, up a more modest 2.8% from 2025. College-bound students represent a 42.3% share of back-to-school retail sales, up from 39.9% in 2022. The season has expanded from backpacks, school supplies, and new outfits to include big-ticket electronics, dorm furniture, and other accessories for college life. When does back-to-school shopping actually start? The season begins earlier than most marketing calendars assume. Two-thirds (67%) of back-to-school shoppers had already begun purchasing by early July, per the NRF. Price anxiety drives the early start: 51% of back-to-school families said they were shopping earlier due to concerns about tariff-related price increases, per the same survey. The season now effectively opens in June, overlapping with mid-summer deal events like Prime Day, and stretches through September as college move-in dates arrive. For marketers, a campaign that launches in August reaches a market where most of the spending decisions are already made.

AN IMMERSIVE CANAL+ BRAND SOLUTIONS COLLABORATION FOR SKIN-CARE BRANDS WITH SENSITIVE STORIES TO TELL

26. 6. 2026 LA FACTORY, the creative studio of CANAL+ BRAND SOLUTIONS, produced “Marquer l’Invisible” (roughly, “Making the Invisible Visible”) as an immersive documentary-style piece for the skincare brand Avène.

WHEN A SMALL BRAND REACHES HALF THE NATION: WHAT DID THE TEST OF THREE CAMPAIGNS FROM THE ICE HOCKEY WORLD CHAMPIONSHIPS REVEAL?

10. 6. 2026 | 8 min read The research agency Behavio tested three ad campaigns that ran during the 2026 World Cup to find out what viewers actually took away from the adverts.

FERMATO IS HEADING TO TELEVISION. IN ITS FIRST MAJOR BRAND CAMPAIGN, IT IS FOCUSING ON ITS OWN LANGUAGE AND A SUMMER ATMOSPHERE

2. 6. 2026 | 3 min read The Czech brand FerMato is launching its first television brand campaign. It focuses primarily on promoting its flagship product – fermented dressings. The campaign will run from June on the Prima group’s channels and is based on a simple concept that plays on wordplay, a summer atmosphere and the personal involvement of the brand’s founder.

M6 UNLIMITED TESTS AI SPOT CREATION FOR SMALLER TV AND STREAMING ADVERTISERS

22. 5. 2026 M6 Unlimited is building a simpler route into TV and streaming advertising for smaller and newer advertisers. Its offer combines a dedicated SME buying path through its future ad manager, lower entry budgets, support across strategy, creative production and measurement.

ADC CZECH AWARDS: GRAND PRIX FOR KITKAT PHONE BREAK CAMPAIGN

29. 4. 2026 | 3 min read The Grand Prix at this year’s ADC Czech Creative Awards went to the “KitKat Phone Break” campaign by VML Prague.

NOT ALL IMPRESSIONS HAVE THE SAME VALUE: ATTENTION IS THE KEY TO EFFECTIVE VIDEO ADVERTISING

29. 4. 2026 | 6 min read One of the most promising developments in video advertising is the emergence of genuine cross-platform measurement—the ability to track impressions across all screens, platforms and devices. However, this progress also raises a fundamental question: are all the impressions combined into a single overall picture really equal? VAB challenges this assumption. Drawing on findings from various studies, it shows that the true value of video lies not in volume, but in attention. In this article, Screenforce summarises the main findings and recommendations.

THE CZECHS HAVE FIVE NOMINATIONS AT THE SABRE AWARDS

17. 4. 2026 | 1 min read The ‘Little Superheroes’ campaign by the organisation Pod svícnem has three nominations in the SABRE Awards finals, whilst Grayling has two.

O2 BRINGS EUROTEL’S LEGENDARY ADVERTISEMENT BACK TO LIFE WITH THE HELP OF AI

31. 3. 2026 | 6 min read To mark its 20th anniversary on the Czech market, O2 is reviving an old Eurotel advert with the help of AI. The new campaign combines nostalgia with modern technological possibilities.

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.

SVĚTLUŠKA LAUNCHES ITS FIRST AI CAMPAIGN FOR THE 15TH EDITION OF THE ANNUAL NIGHT RUNS

17. 3. 2026 | 2 min read The Czech Radio Foundation – Světluška project is entering the 15th anniversary edition of the Night Runs for Světluška with its first-ever AI video spot and visuals. In collaboration with the AI studio Barletta Productions, a campaign has been created that builds on artificial intelligence whilst also emphasising that no algorithm can replace genuine solidarity.

GOLDEN DRUM KICKS OFF ITS 32ND EDITION, ACCEPTING APPLICATIONS UNTIL 26 AUGUST

11. 3. 2026 | 1 min read The Golden Drum International Festival is kicking off another year. Entries can be submitted until 26 August.

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.

ADVERTISING WORTHY OF THE BIG SCREEN. SQUARESPACE TEAMS UP WITH EMMA STONE AND YORGOS LANTHIMOS IN NEW COMMERCIAL

13. 2. 2026 | 3 min read American technology company Squarespace, which focuses on website creation, brought together Oscar-winning actress Emma Stone and acclaimed director Yorgos Lanthimos in its latest advert for Sunday's Super Bowl. The result is a cinematic spot full of frustration.

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.