MASCOTS ARE BACK, BUT NOT AS YOU KNOW THEM

14. 7. 2026 | 6 min read Future-focused brands know that mascots can embody a brand and bring it to life.

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.

TOY STORY 5 HEADS TO CINEMAS — AND ITS HEROES ARE BACK AS ADVERTISING STARS

18. 6. 2026 | 9 min read Woody, Buzz and their friends are returning to cinema screens — and with them comes an army of brands eager to harness the power of one of the world’s best-known animated franchises. The release of Toy Story 5 is accompanied by advertising spots, limited-edition products, competitions and experiential events that connect the film world with customers’ everyday lives.

SHREK CELEBRATES 25 YEARS: THE GREEN OGRE REMAINS A GREAT SOURCE OF INSPIRATION FOR ADVERTISING CAMPAIGNS

16. 5. 2026 | 9 min read A quarter of a century has just passed since the birth of the grumpy ogre from the swamp, who won over several generations of fans and remains one of the most recognisable film characters in the world. His distinctive humour and iconic visual style continue to attract the attention of marketers and major brands. The expected return of the series with Shrek 5 also suggests that interest in the franchise will continue to grow within the advertising world.

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.

LEONARDO DICAPRIO IS FILMING IN PRAGUE. THE FILM IDOL BEGAN HIS CAREER IN TV ADVERTISING

16. 3. 2026 | 6 min read A global star has arrived in the Czech Republic! Leonardo DiCaprio, one of today’s biggest Hollywood stars, is here because of a new film by Martin Scorsese, which has been filming in Prague and its surroundings since the end of February. Fans of the Titanic hero have a chance to catch a glimpse of the famous actor somewhere and are eagerly anticipating the new film. Few people today, however, recall that the actor, who carefully guards both his film and public image, began his career with small roles in commercial advertisements. What is DiCaprio’s relationship with commercial advertising, and why is his participation in it more the exception than the rule?

HOW L’ORÉAL PARIS AND RTL MADE STREET HARASSMENT HARD TO IGNORE

24. 2. 2026 Context Sexual harassment in public spaces is one of the most common forms of gender-based violence in the world. Two figures frame the issue: 80% of women have experienced street harassment, but 85% of people say they lack training on how to intervene. Ad Alliance and L’Oréal created a campaign to respond to this problem with a practical idea: show what intervention looks like in a situation viewers recognise, then point them to an online training called “Stand Up”. A program against street harassment that L’Oréal Paris and Right To Be launched in 2020.

TURNING PEAK TV SHOW ATTENTION INTO TRUSTED CONTEXTUAL SPOTS AND FAN FOLLOW UP CONTENT

24. 2. 2026 Context A plot cue inside a flagship soap can set the terms of the next ad break, because viewers stay anchored in the same scene and characters. Emmerdale’s familiarity, plus its own show social channels, gave the message a recognisable voice on TV and somewhere to continue after broadcast.

WHEN DISNEY CAME TO DANCING: A LIVE SHOW BECOMES A FAIRYTALE

24. 2. 2026 Inspired by Disneyland Paris’s Disney Music Festival, where performances by Disney-movie characters fill the park with dance and live music, DPG Media’s creative team proactively conceived an unprecedented brand integration: a dedicated Disney-themed episode of Dancing With The Stars. The concept was not driven by a client brief. Knowing the client’s wishes and dreams, and recognizing the natural connection between the Disney Music Festival and Dancing With The Stars, Team Integreate (the creative team within DPG Media) pitched this unprecedented collaboration, which Disneyland Paris immediately embraced.

A SPECIAL CHRISTMAS AD BREAK AS PRIMETIME ENTERTAINMENT

23. 2. 2026 Background In the Netherlands, Christmas commercials hold a special place in television culture. Much like the Super Bowl in the United States is known for its spectacular commercials, the Dutch festive season is the moment when brands showcase their most creative, emotional storytelling. Over the years, several Christmas campaigns have achieved iconic status, moving and entertaining millions of viewers and winning the Ster Gouden Loeki, the public award for best commercial. These campaigns demonstrate how advertising can contribute to the collective holiday spirit.

IT WAS MEANT TO BE A SHOWCASE OF TECHNOLOGY, BUT NOSTALGIA STOLE THE SHOW: WHAT DOES SUPER BOWL LX REVEAL ABOUT THE STATE OF MARKETING?

8. 2. 2026 | 10 min read Super Bowl LX is behind us. The evening at Levi’s Stadium in Santa Clara was once again more than just a sporting event—it turned into a media platform watched by over 124.9 million viewers in the U.S., peaking at 137.8 million during the second quarter, making it the second most-watched broadcast in American television history. This level of concentrated attention also underpins an astronomical advertising business. A 30-second slot cost around $8 million on average, with some premium placements exceeding $10 million, while total investment per commercial often ranged between $15 and $25 million. This year’s edition delivered the expected dominance of artificial intelligence and tech brands, but also a surprisingly strong return to emotion, nostalgia, and clearly defined values. What truly resonated in these ads—and what inspiration can be drawn from them—is illustrated in the following examples. Lay’s: Last Harvest One of this year’s most remarkable commercials felt, dramaturgically speaking, almost out of place at the Super Bowl. The chip brand Lay’s presented a short indie-style film about an aging farmer facing his final harvest. His daughter is taking over the farm, making it a story of generational transition. Even if it may not seem so at first glance, this was a very bold spot. Snack brands at the Super Bowl typically opt for humorous, celebrity-driven presentations. Here, however, we see an authentic story centred on emotion and a narrative of “real ingredients for real people.” Especially in a year dominated by highly hyped tech showcases, Lay’s offered a moment for genuine reflection and introspection. From the perspective of the evening’s overall structure, it was something of an anomaly—one that, nevertheless, received very positive reviews.

SCREENVOICE TOP 10 INTERNATIONAL CHRISTMAS CAMPAIGNS 2025

16. 12. 2025 | 8 min read The pre-Christmas shopping frenzy is reaching its peak, and one of the driving forces encouraging consumers to spend is the Christmas campaigns of both major and lesser-known brands. What Christmas spots have international companies come up with this year, and how successful have their festive campaigns been?

THE HISTORY OF ALDI CHRISTMAS ADVERTISING: KEVIN THE CARROT IS A FAVOURITE WITH VIEWERS AND CRITICS ALIKE

15. 12. 2025 | 9 min read Aldi’s Christmas adverts are built on long-term consistency. For ten years now, they have returned to one central character, systematically developing his story across different genres and emotions. As a result, the brand has created a strong memory structure and a clearly recognisable Christmas style. Each new advert is a standalone chapter, yet it fits naturally into a broader narrative. It is precisely this combination of continuity and creative variation that explains why Aldi’s Christmas campaigns have long ranked among the most successful.

THE HISTORY OF CHRISTMAS ADVERTISING: HOW A COMMERCIAL TOOL BECAME A CULTURAL PHENOMENON

4. 12. 2025 | 5 min read For most people, Christmas is the most emotional time of the year. It is a period filled with nostalgia, reflection, anticipation and family gatherings. And we cannot forget shopping, which begins long before Christmas itself. It is therefore hardly surprising that, since the nineteenth century, retailers have been trying to make use of this “Christmas magic”. Today, Christmas campaigns are a cultural tradition in their own right. How did it all begin? The roots of Christmas advertising Much of what we associate with Christmas today is linked to Charles Dickens’s 1843 novella A Christmas Carol, the invention of Christmas cards in the same year, and the popularisation of the Christmas tree. Add to this the figure of St Nicholas as a mysterious gift-bringer, and you have the perfect Christmas story — one offering an excellent opportunity that retailers, naturally, could not afford to miss as they sought to sell their stock. And so Christmas advertising entered the scene.

THE CHRISTMAS WAVE REACHES ITS PEAK: THE BRANDS WHOSE TV ADVERTISING HIT VIEWERS STRAIGHT IN THE HEART

1. 12. 2025 | 8 min read The floodgates have opened not only for Christmas adverts, but also for various surveys and estimates of how much money consumers intend to spend in the run-up to Christmas and during the festive season. The truth is that, both globally and in the Czech Republic, the number of people trying to save money is rising. For advertisers, of course, this is not exactly good news. It is little wonder that this year they embarked on their Christmas advertising offensive much earlier than usual. As a result, you can now enjoy a third dose of Christmas emotions, making their way from television screens into homes around the world.

DESTINATION: INTERNATIONAL PRESTIGE. ADS OF MAJOR AIRLINES THAT WENT GLOBAL

30. 11. 2025 | 13 min read Christmas is approaching. That means millions of people around the world will be on the move, returning home for the holidays to celebrate with their families. It may be the clearest reminder of how we take air travel for granted in the 21st century and how essential a role it plays in our lives. That is also why we should not forget that 7 December marks International Civil Aviation Day, a testament to the importance of global connectivity. It is the ideal opportunity to take a look at the mark airlines have left in the history of television advertising. The following five campaigns confirm that the identity of airlines reaches far beyond the duties of ordinary carriers. Time and again, they have proven capable of creating commercials that are formative, transformative, and often unforgettable. Home can be anywhere By 1989, planes were slowly becoming a common means of transport even for the global middle class. It was only logical that airlines began adapting their marketing communications accordingly. One truly groundbreaking example came from British Airways, which had just emerged from several years of extensive and demanding privatisation and restructuring under the leadership of Colin Marshall. The company now wanted to position itself as a genuinely global player and was not afraid to use the label “The World’s Favourite Airline.” It could afford to do so thanks to a unique television commercial known simply as The Face.

THIS YEAR’S AVALANCHE OF CHRISTMAS CAMPAIGNS IS ALREADY ROLLING IN, BRINGING DEEP EMOTIONS AND SOCIAL THEMES WITH IT

20. 11. 2025 | 6 min read The leaves have not even all fallen from the trees yet, and the media are already teeming with Christmas campaigns. This year, brands have set out on their Christmas offensive very early indeed. And once again, we can look forward to a flood of time-tested sentiment, nostalgia and emotional stories. Some advertisers, however, are also striking a financial chord this year — which is hardly surprising in the current challenging times. What heavy Christmas artillery have famous brands prepared for consumers this year?