THEME OF THE MONTH: LOVE FOR TV

WHO PAYS FOR YOUR FAVOURITE STORY? A HUNDRED YEARS OF ADVERTISING THAT QUIETLY BECAME PART OF THE CONTENT

At first glance, it may look like an old advertising relic from the age of radio and black-and-white television. But the Brought To You By model, in which the sponsor is an acknowledged part of the content, has in fact never completely disappeared. On the contrary, it has simply evolved along with the media, audiences… Continue reading THEME OF THE MONTH: LOVE FOR TV

LEE CRONIN’S THE MUMMY IS COMING TO CINEMAS: ANCIENT EGYPTIAN MYTHOLOGY ALSO APPEARS IN TV ADVERTISING

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… Continue reading 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

BLACKPINK, BTS AND THE ART OF SELLING ANYTHING. HOW IDOLS BECAME A GLOBAL ADVERTISING PHENOMENON

BLACKPINK released their new EP Deadline on 27 February 2026. It is their first group project since the 2022 album Born Pink and also the first outcome of renewed group activity following a four year solo hiatus. The comeback of a group that ranks among the most commercially leveraged acts in the history of K… Continue reading THEME OF THE MONTH: LOVE FOR TV

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

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… 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

HOW CAN ADVERTISING RECAPTURE ITS APPEAL AND DRIVE BUSINESS RESULTS? BESIDES CREATIVITY, THE KEY FACTORS ARE EMOTION, DISTINCTIVENESS, AND CONSISTENCY

New research by System1 and Effie Worldwide shows that advertising is losing effectiveness. However, the study also reveals how effectiveness can be increased again. While outstanding creative is one of the essential prerequisites, it is not enough on its own. Advertising needs to return to three simple yet often neglected principles: emotion, distinctiveness and consistency,… Continue reading THEME OF THE MONTH: LOVE FOR TV

SCREENVOICE TOP 10 INTERNATIONAL CHRISTMAS CAMPAIGNS 2025

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? Over time, Christmas adverts have become a ritual… Continue reading THEME OF THE MONTH: LOVE FOR TV