THEME OF THE MONTH: LOVE FOR TV

SPRING HOLIDAYS IN CZECH ADVERTISEMENTS: TRADITIONS, BUNNIES AND CELEBRITIES

Easter advertising in the Czech Republic relies primarily on humour, traditional symbols (bunnies, eggs) and specific promotional offers from retail chains. A recurring theme in Easter marketing in the Czech Republic is also “enjoying the holidays without stress”, with a nod to tradition. This is clearly evident, for example, in this year’s Košík campaign, which… Continue reading THEME OF THE MONTH: LOVE FOR TV

WHAT IS HAPPENING TO CONSUMERS? THE ERA OF EMOTIONAL OUTSOURCING HAS ALREADY BEGUN

The SXSW 2026 conference demonstrated that, alongside the impact of artificial intelligence on business, a less visible transformation is also taking place within people themselves. Their relationships, language and the way they seek connection are changing. As a result, the audience that brands have traditionally targeted is also changing, summarises Alex Turtschan from the media… Continue reading THEME OF THE MONTH: LOVE FOR TV

MUSIC IS THE GATEWAY TO EMOTIONS AND INCREASES MARKETING EFFECTIVENESS – BUT BRANDS OFTEN UNDERESTIMATE ITS POWER, SAYS THE STUDY SOUND SCIENCE

Sometimes, adverts get under our skin. And then, even hours after watching them, we find ourselves humming a catchy melody or jingle that got stuck in our heads. Yet in planning advertising campaigns, music is often an “afterthought”. This was one of the reasons for the creation of the study Sound Science: How Music Is… Continue reading THEME OF THE MONTH: LOVE FOR TV

NEW SCREAM HITS THEATERS AS AUDIENCES BUZZ WITH ANTICIPATION. BRANDS TAP INTO THE POPULARITY OF HORROR IN ADVERTISING CAMPAIGNS

Three years have passed since the release of Scream 6, and the seventh instalment is now racing into theatres. The trailer for the new film premiered during this year’s Super Bowl, leaving fans of the franchise eager for more. The sixth film was a major commercial success, grossing over $168 million worldwide and becoming the… Continue reading THEME OF THE MONTH: LOVE FOR TV

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

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… Continue reading THEME OF THE MONTH: LOVE FOR TV

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?

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.… Continue reading THEME OF THE MONTH: LOVE FOR TV

L’ORÉAL UNCOVERS NEW INSIGHTS FOR EFFECTIVE BEAUTY ADS

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%. The AI-driven analysis across seven markets highlighted the value of character-driven storytelling, contextually relevant casting, and emotional diversity.… Continue reading THEME OF THE MONTH: LOVE FOR TV

NOSTALGIA LEVEL: MAX. HOW DO RETRO ADS WIN CUSTOMERS’ HEARTS?

Memories of the good old days are both enjoyable and highly impactful – something brands eagerly leverage in their marketing. Nostalgia is one of the major marketing trends of 2025 and can connect consumers with the past, evoke positive emotions and create a deeper relationship with the brand. Advertisements referring to the popular culture of… Continue reading THEME OF THE MONTH: LOVE FOR TV

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

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… Continue reading THEME OF THE MONTH: LOVE FOR TV

SUMMER-FLAVOURED TV ADS: FASHION BRAND SPOTS ARE ALL ABOUT FLOWING SKIRTS AND ROMANCE

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… Continue reading THEME OF THE MONTH: LOVE FOR TV

ADS GRABBING AND SUSTAINING ATTENTION ARE THE KEY TO BUSINESS SUCCESS

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… Continue reading THEME OF THE MONTH: LOVE FOR TV

SUMMER-FLAVOURED TV ADS: ROMANTIC LOVE STORY THAT MELTS EVEN THE TOUGHEST HEARTS—AND WALLETS

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… Continue reading THEME OF THE MONTH: LOVE FOR TV