GOLDEN DRUM HAS EXTENDED THE ENTRY DEADLINE. CREATIVES CAN REGISTER UNTIL 8 SEPTEMBER

6. 9. 2026 | 2 min read There are still a few days left to submit the best campaigns to this year’s Golden Drum. The international festival of creativity has extended the deadline for entries to 8 September 2026 at 23:59 CET. The festival is thus giving teams a few extra days to finalise their entries. Portorož is also attracting visitors with a programme packed with prominent figures from the global creative scene.

GIANA MAKES ITS ADVERTISING DEBUT; THE CAMPAIGN IS BASED ON THE SLOGAN ‘GIANA MIA!’

4. 9. 2026 | 2 min read Gaston’s Giana brand has launched its first advertising campaign. The ‘Giana mia!’ concept is based on everyday situations involving meal preparation.

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.

THE POWER OF CREATIVITY LIES IN HUMAN JUDGEMENT, A D&AD STUDY HAS SHOWN. TAKING SHORTCUTS CAN COST YOU DEARLY

26. 8. 2026 | 6 min read D&AD, an organisation bringing together designers and creatives across markets, has published its second report on AI and creativity. In it, it highlights one key point: the distinction between average work and truly high-quality work has not disappeared as a result of artificial intelligence tools.

EFFIE STAGE WILL FOCUS ON WHAT LIES BEHIND COMMUNICATION THAT WORKS

26. 8. 2026 | 4 min read This year’s Effie Stage programme will feature more than twenty guests from the Czech Republic and abroad. The conference will focus on marketing effectiveness, creativity, the impact of artificial intelligence on brands, and the relationship between clients and agencies.

THE EFFIE STAGE PROGRAMME IS NOW COMPLETE, FEATURING INTERNATIONAL FIGURES AND DOMESTIC LEADERS

25. 8. 2026 | 7 min read What lies behind marketing communications that really work? This year’s Effie Stage will provide the answer by examining effectiveness from several angles. It will begin with creativity and the ability to keep pace with rapid change, move on to brand strategy and the new AI-driven reality in which brands must operate, and conclude with the very foundation of effective communication – the relationship between clients and agencies.

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.

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.

ALZÁK, MONETA’S CAT AND PAT & MAT: ESTABLISHED MASCOTS ARE A SAFE BET IN ADVERTISING, BUT AI IS HOT ON THEIR HEELS

25. 7. 2026 | 9 min read He is green and has a rather unpleasant, squawking voice provided by Bohdan Tůma. Although many consumers would describe Alzák the alien as extremely annoying, everyone knows who he is. And that is precisely the point. Mascots play an indispensable role in modern advertising. The purpose of these personified characters, whether animals, imaginary creatures or animated figures, is not simply to sell products, but to evoke emotions, build brands and develop relationships with consumers.

FROM REQUIEM TO CHOCOLATE: WOLFGANG AMADEUS MOZART’S SECOND LIFE IN ADVERTISING

23. 7. 2026 | 11 min read He was a genius and resolutely individual – eccentric, playful and instantly recognisable more than two centuries after his death. That is why the advertising industry continues to draw on his aura as a genius, a rebel, and an eternal child. And it is not only Mozart himself who appears in commercials, but also his music, which can lend a story elegance, tension, lightness or humour in a matter of seconds.

EINSTEIN WOULD HAVE BEEN AMAZED: TODAY, HIS FACE SELLS BREAD, MOBILE PHONES AND ELECTRICITY

17. 7. 2026 | 11 min read Tousled white hair, a distinctive moustache and a thoughtful expression are all it takes for viewers to recognise Albert Einstein within seconds. For advertising creatives, he provides universal shorthand for genius, intelligence and scientific progress, as well as likeable eccentricity. Einstein has consequently appeared in adverts for all kinds of products – from gluten-free bread and telecommunications services to smart electricity meters.

GIANTS IN ADVERTISING: FAMOUS HISTORICAL FIGURES AS THE FACES OF BRANDS

14. 7. 2026 | 8 min read What do Bedřich Smetana composing My Country, Leonardo da Vinci dreaming of flight and George Washington behind the wheel of an American car have in common? At first glance, nothing. Yet there is a connection: television advertising. Famous historical figures provide an effective form of shorthand. All it takes is a few seconds, a costume or a signature work, and the advert becomes a time machine, transporting viewers into the past.

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?

AI ADS ARE GOOD ENOUGH — AND THAT’S THE PROBLEM

6. 7. 2026 | 15 min read AI can now produce credible, efficient ads, but human-created ads still drive better business outcomes — for now.

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?

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.

A TEST OF THE STRENGTH OF CZECH BRANDS: HOW DO THEY FAREWELL WITHOUT A NAME OR LOGO?

25. 6. 2026 | 4 min read A test of the visual identity of six selected brands from various categories, in which the logos were not shown, revealed that more than half of the respondents were unable to recognise any of the brands. The ResSolution Group and Media Age agencies investigated how the brands fared in the test.