Tag: storytelling
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?
THE FESTIVE FORMULA: HOW TO WIN LASTING AUDIENCE ATTENTION THIS CHRISTMAS
2. 11. 2025 | 6 min read 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.
HORROR ENTERTAINING CONSUMERS: TV ADS INSPIRED BY DRACULA
18. 10. 2025 | 8 min read Halloween, the beloved season full of ghosts and ghouls, is just around the corner. Who doesn’t know Dracula, for example? Marketers are well aware of the global fame of the legendary vampire, and they’ve been using his iconic image and vampire symbolism to boost sales for decades — and for good reason. His image is instantly recognisable and universally understood. Now, with the release of the new film Dracula: A Love Tale, the vampire theme is back in the spotlight. It brings suspense, exaggeration, and humour to campaigns, and has the power to appeal to audiences of all ages. For advertisers, it’s a great opportunity to stand out and leave a lasting impression on viewers.
CREATIVITY IS IMPORTANT, BUT WHAT DOES GOOD CREATIVITY ACTUALLY MEAN?
26. 9. 2025 | 2 min read Up to 85% of marketers believe that creativity is the key to success, but only 59% know what good creativity actually means, according to the survey.
L’ORÉAL UNCOVERS NEW INSIGHTS FOR EFFECTIVE BEAUTY ADS
3. 9. 2025 | 2 min read L’Oréal worked with Google and research partner Sundogs to analyse 5,000 YouTube ads and found that moving beyond category conventions can drive measurable gains: replacing product-led formats, for example, with richer, character-driven storytelling boosted engagement by 55%.
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 | 10 min read 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.
SUMMER-FLAVOURED TV ADS: FASHION BRAND SPOTS ARE ALL ABOUT FLOWING SKIRTS AND ROMANCE
31. 7. 2025 | 9 min read Fashion brands use the summer season to present themselves to customers in an emotive light. Their summer campaigns often depict an ideal world where every outfit fits naturally into a perfect holiday day filled with the scent of sun and sea. Television adverts are usually visually impressive, often accompanied by catchy music and dynamic editing that evokes movement and life. In summer more than ever, fashion is part of lifestyle – and advertising knows how to take advantage of this.
SUMMER-FLAVOURED TV ADS: ROMANTIC LOVE STORY THAT MELTS EVEN THE TOUGHEST HEARTS—AND WALLETS
19. 7. 2025 | 8 min read Love and summer are universal themes that everyone can relate to. A first kiss at sunset, a shared drink on the beach, or playful flirting in the pool become a natural part of a brand’s story in advertising spots. Hot days, setting suns, the salty scent of the sea, and the first shy touches—these are images that instantly evoke memories and desires. A TV ad has the power to turn a few seconds on screen into an emotion that lasts all summer long.
HOW AUTHENTIC PRODUCT PLACEMENT CAPTURES THE STREAMING GENERATION
9. 7. 2025 | 7 min read For many brands, traditional paid media no longer guarantees the results that it used to. Linear TV programming can rack up six-figure invoices, even for start-ups or smaller brands, and more and more consumers are actively avoiding ads on streaming services, no matter the cost.