WHAT GIVES A SUPER BOWL AD SHELF LIFE IN 2026

10. 2. 2026 For decades, the price tag to advertise during the Super Bowl has been justified by access to a centralized audience. As attention disperses across platforms and star power extends to creators, marketers are rethinking how Super Bowl investments translate into consumer recall.

WHY SUPER BOWL ADVERTISERS KEEP PRANKING US

8. 2. 2026 As brands chase attention before kickoff, elaborate pranks risk becoming too easy to spot.

WHY SUPER BOWL ADS KEEP GETTING FUNNIER—AND LESS TOUCHING

26. 1. 2026 This year's Super Bowl ad lineup tilts decisively toward star power and humor over heartstring-pulling narratives, continuing a trend that has reshaped the game's advertising tone in recent years.

THE FESTIVE FORMULA: HOW TO WIN LASTING AUDIENCE ATTENTION THIS CHRISTMAS

2. 11. 2025 Christmas ads may be big business, but attention is hard won. Lumen’s Mike Follett reveals how advertisers can sustain festive impact year after year.

ORLANDO WOOD INTERVIEW: WHY ADVERTISING NEEDS SHOWMANSHIP AGAIN – AN INTERVIEW WITH ORLANDO WOOD

2. 9. 2025 A leading voice in advertising effectiveness, Orlando Wood has transformed the industry’s understanding of how creativity drives commercial success. As Chief Innovation Officer at System1 and an Honorary Fellow of the IPA, he has studied more than 26,000 ads and authored the acclaimed books Lemon and Look Out. His award-winning research has shown why showmanship matters more than ever in an age of AI, streaming, and short-termism. We asked him to share his views on the enduring principles of effective advertising, the future role of television, and how brands can rediscover the creativity that fuels long-term growth.

SUMMER-FLAVOURED TV ADS: THE MOST ROMANTIC HOLIDAYS, THE WILDEST FUN. TRAVEL AGENCIES AND AIRLINES COMPETE FOR CUSTOMERS WITH TV AD SPOTS

8. 8. 2025 At the end of spring, when memories of winter holidays in the mountains have melted away like snowflakes in the sun, the days after months of hard work seem to blend into one another, and our energy is dwindling alarmingly, the idea of a holiday becomes a light at the end of the tunnel. Summer is much more than just a season – it is a state of mind when we crave more intense experiences, want to try new things, and long to travel and discover. At first glance, it might seem that travel agencies, airlines and tourist organisations have us – potential customers, craving tropical destinations and unusual experiences – in the palm of their hand. But it's not that simple. Standing out from the crowd of competitors is often a challenge even for marketing masters.

HUMOR AND MUSIC ARE THE WAY TO GET GEN Z’S ATTENTION

8. 8. 2025 Almost half (49%) of US Gen Zers are much more likely to pay attention to ads that make them laugh or use music they like, per a June report from Edison Research and SiriusXM Media.

ADS GRABBING AND SUSTAINING ATTENTION ARE THE KEY TO BUSINESS SUCCESS

20. 7. 2025 Consumer attention matters more than ever. People are bombarded with thousands of ads and messages daily—and most get ignored. In a world of endless distractions, advertisers’ ability to grab and sustain attention is the key to driving real brand impact. Interesting insights in this regard came from the 2025 Uber Advertising Attention study, which focused on the ability of ads within the Uber app to capture attention.

MYTHS ABOUT GEN Z CAN HARM MARKETING

2. 6. 2025 This year’s Best Brands competition revealed which brands are particularly well received by members of Generation Z. Numerous myths about this generation were also uncovered – and debunked.

BRAND BATTLES: THE GREATEST DRAMA ON TV WITHOUT ACTORS – ONLY SLOGANS AND LOGOS

25. 5. 2025 We know their slogans by heart. The songs that underscore their adverts get stuck in our heads, and we recognise their logos on highway billboards even in thick fog. We are talking about brands that have managed to stand out and become etched in our memory through successful advertising. However, this often comes at the price of fierce competition. They tirelessly climb the rankings to reach the top spot — often two or three major brands battling it out. And so, there’s no choice but to pull out powerful weapons, such as television advertising.

APRIL FOOLS’ DAY 2025 — THE 21 BEST (AND WORST) JOKES AND PRANKS

2. 4. 2025 I'm rating every company April Fools' prank based on cringeworthiness.

REESE’S, MANSCAPED, PRICELINE AND MORE: BRANDS TAKE THEIR CREATIVE SERIOUSLY ON APRIL FOOLS’ DAY

1. 4. 2025 The annual custom is no laughing matter for brands across all sectors. Well, maybe just a little. Muse rounds up some of our favorite chuckle-inducing ads below. Reese’s, ‘Chocolate Bread’ Its official! Reese’s is getting into the sandwich business. The candy company introduces “the perfect upgrade to your favorite PB&Js” with Reese’s Chocolate Bread. “Pair it with Reese’s Peanut Butter and your favorite jelly for the ultimate PB&J experience.” The “announcement” runs on the brand’s social channels.

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

24. 3. 2025 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.

SUPER BOWL: ADS DOMINATED BY CELEBRITY, HUMOUR AND NOSTALGIA

5. 3. 2025 This year's Super Bowl ads were noticeably less controversial than in the past, according to an analysis by Ipsos.

TIME TO GET SERIOUS ABOUT HUMOUR IN ADVERTISING

22. 2. 2025 Humour in advertising is a powerful driver of brand memorability and engagement. WARC’s India Editor Biprorshee Das dives into why humour works, where brands go wrong, and how to get it right – some key takeaways from the recently published What’s working in humorous advertising report.

BRITISH SENSE OF HUMOUR DRAWS YOUNG EUROPEANS TO UK SHOWS AND FILMS

18. 2. 2025 The ‘unique’ and ‘ironic’ British sense of humour is a key reason why young Europeans watch UK-made television shows and films, according to new research from King’s College London.

SUPER BOWL LIX: HUMOUR DOMINATES CREATIVE STRATEGIES

6. 2. 2025 Humor and positivity are set to be major themes among this year’s Super Bowl spots, based on analysis of various ads released ahead of the NFL season-closer by DAIVID, an ad-testing platform that uses artificial intelligence (AI) to measure creative effectiveness.

WHY HUMOUR IN ADVERTISING WORKS – AND HOW BRANDS CAN USE IT MORE

4. 2. 2025 Humour in advertising has declined by 37% over the past 20 years, according to Kantar, but evidence shows it remains a powerful tool for brand recall, emotional engagement, and long-term success.