THE DEVIL WEARS PRADA 2: THE RETURN OF A BOX-OFFICE HIT SPARKS A WAVE OF ADVERTISING

30. 4. 2026 | 8 min read A beautiful woman, a strict boss and a look behind the scenes at a fashion magazine. The cult story from the world of haute couture is returning to cinema screens after many years, building on the legacy of the original hit The Devil Wears Prada, which defined not only how the fashion world is portrayed on film but also how luxury brands reach audiences. With the return of the iconic characters, film, fashion and marketing have once again come together to form one powerful whole. The result is a wave of advertising campaigns built on fashion aesthetics, micro-stories from the original film and the star power of the actors associated with this phenomenon.

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.

SAMSUNG IS RANKED FIFTH AMONG GLOBAL BRANDS. MOST RECOGNITION FOR ITS POSITION IN AI

23. 10. 2025 | 2 min read Samsung Electronics has been ranked fifth in Interbrand's traditional global brand rankings for the sixth year in a row. The Best Global Brands ranking is published annually by Interbrand. Samsung's brand value for this year is $90.5 billion, and it is the only Asian company in the top five as of 2020.

THE CZECHS SAY THE CLOSEST BRAND IS LIDL. THEN YOUTUBE AND DR. MAX

15. 10. 2025 | 4 min read The brands that Czechs consider close to them have hardly changed compared to last year. Lidl remains the top brand, according to the updated survey by Ipsos.

PRODUCT PLACEMENT CAN TRULY BOOST THE BRAND

1. 7. 2025 | 4 min read Broadcasters and marketers are offering more and more opportunities for creative brand integration into their formats. This brings a range of benefits for all parties involved, as shown by the research.

UNDER THE FIVE OLYMPIC RINGS. GAME-CHANGING TV ADS

9. 8. 2024 | 12 min read The 2024 Summer Olympics in Paris are slowly heading towards the Closing Ceremony. As we already know, the Olympics are not only the pinnacle of professional athletes’ careers but also a very rewarding time for marketers to present their revolutionary ideas. World-renowned brands have always used and continue to use the emotional power of sport at Games time to spread positive values and connect people across continents. Olympic history is full of memorable ads that have not only defined global marketing but have also co-shaped the international Olympic movement. What are some of the most memorable ones? Coca-Cola – Celebrate Humanity (1996) When Atlanta, Georgia, hosted the 1996 Summer Olympics, it was widely expected that one of the largest global companies having its headquarters in the metropolis, Coca-Cola, would be heavily involved in the process. And indeed, the 1996 Olympic Games went down in marketing history as the “Coca-Cola Games”. The Coca-Cola Olympic City where some of the Olympic sports could be watched in virtual reality was clear evidence that the company, one of the oldest Olympic sponsors, was certainly not underestimating this opportunity. The company also launched its Celebrate Humanity campaign to mark the occasion and, predominantly, celebrate humanity and joy. The campaign’s message was presented through emotive stories and visuals that showed the athletes and their paths to success. The individual spots consisted of authentic footage from the Olympic Games, inspirational music and voiceovers, which were combined with images of the athletes and emotional moments from the Games. And, of course, localisation for each national market was an important element. The advertising spots were one of the most important elements of the campaign – they included inspirational quotes from athletes and worked with authentic footage from past Games. As a result, Celebrate Humanity has become an Olympic benchmark for Coca-Cola, and there is perhaps not a single Olympic ad that doesn’t take at least a small nod to this legendary campaign.

FILM ANNIVERSARY: ADVERTISERS TAKING INSPIRATION FROM THE MATRIX WILL DODGE BULLETS AS WELL

5. 8. 2024 | 6 min read Keanu Reeves dodging bullets is just one of the scenes that have inspired many creatives in the film and media industry. The Matrix is a phenomenon that can’t be easily topped. So, it is no wonder that ideas from the film and its protagonists have appeared in television ads. 5 August marks the anniversary of the Czech premiere of the first part of this fantastic sci-fi tetralogy, which captivated the masses around the world. Let’s take a look at a few TV ads based on The Matrix.

OLYMPIC FESTIVAL BEGINS, LURES FANS FOR DOZENS OF SPORTS

26. 7. 2024 | 5 min read Along with the start of the Summer Olympics, the Olympic Festival starts at Lake Most, where individual sports and partners are presented.

PREPARATIONS ARE DRAWING TO A CLOSE. THE SUMMER OLYMPIC GAMES ARE ALWAYS A CHALLENGE NOT ONLY FOR THE ATHLETES BUT ALSO FOR THE MARKETING DEPARTMENTS OF THE PARTNERS

19. 7. 2024 | 13 min read We are just days away from the start of the most spectacular sporting event of this year. The 2024 Summer Olympics in Paris are just around the corner and preparations are reaching their peak on all fronts. Fans are already studying the schedule, searching for the streaming platforms that will offer them the best coverage of each event. The athletes go into the finals after often more than a year of intensive preparation. Organisers are making the final touches and reassuring the public that they have done their utmost in terms of security to ensure the smooth running of the Games. And what about the Olympic team partners? Their marketing departments are racing to see who can put together the most creative campaign full of hope, motivation, and positive sportsmanship with the help of national heroes. The same applies to the Czech Olympic Committee and its most important sponsors. How have they managed this discipline during the past Olympics and what have they prepared for us this year? Czech Olympic Committee - Living London like John Cleese (2012) Traditionally, the Czech Olympic Committee, as the main carrier of the Olympic message in the country, airs its TV advertisements in the run-up to the Olympics. In 2012, it managed to engage a truly exclusive partner – British actor John Cleese, best known as a former member of the legendary comedy group Monty Python, and neurotic hotel manager Basil Fawlty from the Britcom Fawlty Towers. The campaign featured several spots in which Cleese takes the role of the viewer’s guide to Olympic and traditional London. Of course, he provides basic information on red phone booths, the five o’clock tea tradition, and a basic English language lesson. The COC has launched a total of ten spots featuring John Cleese, and interestingly, the actor has made one condition for his participation – that he will be actively involved in the scripting of all the adverts. The result is a unique campaign with an international star actor who excels in the art of dry British humour, which would be difficult to imitate by an exclusively Czech creative team. Czech fans couldn’t have asked for a better invitation to London.

VAN GOGH, DA VINCI, AND PICASSO WOULD BE SURPRISED OR FAMOUS WORLD ARTWORKS IN ADVERTISING

18. 7. 2024 | 11 min read What do Da Vinci, Van Gogh, Picasso, or Vermeer have in common? Apart from being the authors of the most famous paintings of all time, they are the artists whose works are often used in advertising in a thousand different ways. The works are not only interesting and original but they also add a touch of prestige to an advertising message and, of course, strike a positive chord with a visually familiar element. After all, who doesn’t know the Mona Lisa?

WHAT DOES THE COMBINATION OF VODAFON TV AND PRIMA+ BRING?

30. 5. 2024 | 4 min read The Vodafone operator is the first player on the pay-TV market to offer a connection with the prima+ video library. The news started on the same day as the launch of the global video library Max, Tuesday 21 May.

NETFLIX’S ‘WEDNESDAY,’ HBO’S ‘THE LAST OF US’ ON YOUTUBE’S LIST OF TOP 10 ADS FOR 2023

9. 6. 2023 | 2 min read A Peacock ad starring Kevin Hart also made the cut, as did a star-studded spot for Bulgari featuring Zendaya and Anne Hathaway. What makes for a successful commercial on YouTube? It helps to be a streaming service.

THE LONG AND SHORT OF CTV: TURNING THE PROMISE OF SMART TV ADVERTISING INTO A REALITY

24. 7. 2020 | 5 min read In The Long and Short of It, Binet and Field famously posited that brands should aim for a 60:40 split between brand building and performance driving activities to effectively market themselves. For a long time marketers looked to gain the ideal equilibrium between the two to reach consumers effectively, and TV has always been the golden channel providing the best way to build a brand at scale, with other digital channels giving a home to performance marketing.