Tag: FMCG
DIFFERENT REGIONS, DIFFERENT COFFEE STORIES: THE MANY FACES OF COFFEE-SCENTED TV ADVERTISING
7. 10. 2026 | 19 min read A cup of coffee may look much like any other, yet it can hold not only a wealth of flavours and aromas, but also a whole range of meanings. Sometimes it represents elegance and an exceptional pleasure; at other times, a homecoming, honest work, human connection, hospitality or pride in the place where the coffee was grown. Television advertising is particularly adept at creating and reshaping these associations. Campaigns from Brazil, Europe, Japan, the United States, Colombia and Turkey show just how differently the same drink can be portrayed across cultural and advertising contexts.
INTERNATIONAL COFFEE DAY: THE HISTORY OF COFFEE AND COFFEE-FLAVOURED TV COMMERCIALS
1. 10. 2026 | 10 min read The aroma of freshly ground coffee, the first sip in the morning, a short break during a busy working day, or meeting friends over a cup of espresso. For millions of people, coffee is an everyday ritual. But it is also a major global commodity and a source of livelihood. This is what International Coffee Day, celebrated on 1 October, reminds us of. Coffee has also secured a firm place in the world of advertising, where for decades it has symbolised energy, comfort, togetherness and a relaxed lifestyle. In creative television commercials, an ordinary cup becomes the hero of stories filled with the irresistible aroma of coffee – stories that make us want to get up and head straight for the coffee machine.
MFE ADVERTISING: SCALING AI-POWERED CONTEXTUAL ADVERTISING ACROSS EUROPE
28. 9. 2026 From Spain to Italy, MFE Advertising is using AI and HbbTV to make programme context an addressable advertising signal, creating new opportunities for relevance on connected TV while keeping the control and brand safety of premium television.
CHOCOLATE: A SWEET TREAT AND A POPULAR SUBJECT FOR TV COMMERCIALS
13. 9. 2026 | 12 min read Delicious, velvety-smooth and slowly melting on the tongue. Chocolate has the power to evoke feelings of pleasure, reward and a touch of luxury. We reach for it when we want to treat ourselves, lift our mood or make a challenging day a little more enjoyable. And it becomes even harder to resist when it appears on the television screen. Advertising can turn chocolate into an almost irresistible temptation – the kind that makes us want to get off the sofa and go and find at least a small piece. International Chocolate Day is the perfect opportunity to look back at the history of chocolate and some of the most memorable television commercials it has inspired.
LEGENDS RETURN TO THE SPOTLIGHT: ADVERTISING BRINGS HISTORICAL ICONS BACK TO LIFE, INCLUDING SALVADOR DALÍ
10. 9. 2026 | 11 min read Napoleon sold cars and beer, Cleopatra promoted chocolate and cosmetics, Einstein became a symbol of genius, Edison of ingenuity, and Leonardo da Vinci of boundless human creativity. The advertising world has always had a soft spot for the great figures of history. A famous name works as an effective shortcut: within seconds, it can trigger associations that would otherwise take an entire brand story to build.
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.
WINGS, ADRENALINE AND MILLIONS OF VIEWERS: ICONIC ENERGY DRINK COMMERCIALS
15. 8. 2026 | 15 min read When a product has energy in its name, a brand can afford to add a few extra volts to its advertising campaign. International Energy Drink Day, celebrated on 15 August, is therefore the perfect excuse to look back at campaigns that turned an ordinary can into a symbol of adrenaline, performance and pop culture – and sometimes pushed the boundaries of advertising so far that the ad itself became an event.
FROM PUB SIGNS TO TV COMMERCIALS: THE HISTORY OF BEER AND THE EVOLUTION OF ADVERTISING FOR THE GOLDEN BREW
14. 8. 2026 | 10 min read This year, International Beer Day fell on Friday, 7 August 2026. Besides being an opportunity to raise a glass to brewers, bartenders and lovers of the golden brew, it also recalls the remarkable journey of a drink that has accompanied humanity for thousands of years and gradually become part of popular culture. But it was not only the deliciously bitter beverage that evolved. Beer advertising has come a long way too.
THE ODYSSEY IN ADVERTISING: BRANDS SET SAIL FOR A MOVIE HIT, WHILE MATT DAMON SELLS BEER AND CRYPTO
13. 8. 2026 | 11 min read This summer, one of the oldest stories in Western culture returned to cinema screens and, judging by rising box-office revenues and sold-out screenings, is enjoying phenomenal success. The adventures of the mythical hero Odysseus are accompanied by epic images of sea voyages, numerous heroic trials and the everyday clashes of an “ordinary” man with the gods. The premiere of The Odyssey naturally inspired official partners as well as various brands eager to ride the wave of the ancient Greek theme. Yet the motif of an odyssey had appeared in advertising long before this new film, while Matt Damon, who plays Odysseus, also has an advertising history of his own.
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.
SPIDER-MAN HAS CAUGHT FAMOUS BRANDS IN HIS WEB: HOW THE ICONIC SUPERHERO HAS SHAPED THE WORLD OF TELEVISION ADVERTISING
3. 8. 2026 | 10 min read The film Spider-Man: Brand New Day arrived in Czech cinemas on 29 July 2026, with Tom Holland returning for his fourth appearance in the leading role of the web-slinging hero. The premiere also brought a new wave of advertising partnerships, covering everything from cars and electronics to pizza and hydration drinks. How have campaigns built around Spider-Man evolved over nearly a quarter of a century, and why do some commercials feel more like lost scenes from a film than conventional advertisements?
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.
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.
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.
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.
RMB TURNS QR CODE VOTING INTO A SHARED VIEWING MOMENT THAT STRENGTHS BRAND IMAGE FOR SPRITE AND DELI CHOC
24. 2. 2026 Campaign objectives The chocolate snack Deli Choc and soft drink Sprite brands worked with RMB to reach younger audiences by becoming part of Belgian hip-hop show “PLAYGROUND”, supporting new rap talent through a live QR vote and cross-platform content. This helps the brands appear as enablers of the format rather than separate ads.
A MARRIAGE PROPOSAL TO BELGIUM’S HOME BREWERS
17. 2. 2026 Belgium is famous for its hundreds of beer varieties, microbreweries, and passionate home brewing community. Grimbergen, a well-respected abbey beer brand owned by Alken Maes Brewery, wanted to shift how consumers perceived them. Rather than being seen as simply a reliable beer choice, the brand wanted to build a deeper emotional connection with consumers. The challenge was to engage beer lovers authentically and strengthen brand love in Flanders (the Dutch-speaking region of Belgium) through genuine innovation rather than traditional advertising. Description Ads & Data Brand Studio developed a campaign concept called “Brouw Met Mij” (Brew With Me), a Dutch phrase that sounds like “Trouw Met Mij” (Marry Me). The creative team of Ads & Data Brand Studio embraced this wordplay fully, framing the entire campaign as a symbolic marriage between the brand and consumers. The brewing process became a courtship, the collaboration a wedding celebration, and the resulting beer the “first offspring” of this collaboration.
TV ADVERTISING WITH A TASTE OF ITALY: BRANDS LIKE FERRERO, APEROL, FIAT AND GUCCI CONQUERED THE WORLD
16. 2. 2026 | 7 min read It’s gloomy outside, and even in Italy, where the XXV Winter Olympic Games are underway, the weather isn’t looking much better. Still, Italy has its unmistakable, unique atmosphere, one that resonates emotionally and can be conveyed from the screen into our homes through TV ads that feel warm, gently slow down time, and celebrate not just the product but the lifestyle around it. But what about Italians? What is the history of Italian advertising, what makes it distinctive, and which Italian brands have conquered the world through TV ads?