🎯 Pepsi Claims The Tailgate

Hi, Marketers!

A lot of modern advertising is just noticing something ordinary five minutes before everyone else monetizes it.

Pepsi Claims The Tailgate

TL;DR: Pepsi has kicked off its 26th NFL season with "Tailgating Deserves Pepsi," a campaign starring former Steeler Jerome Bettis and Vikings receiver Justin Jefferson. Running alongside an NFL-linked Pepsi Zero Sugar offer, the work treats the parking lot as the main stage, using team partnerships and football rituals to give tailgating equal billing with the game. Read more →

Boots Gives Life Some Boots

TL;DR: Boots has launched "Give it Some Boots," a new UK brand platform built around life's "brutiful" mix of beautiful and brutal moments. The campaign refreshes the retailer's identity and runs across TV, cinema, digital, stores and out-of-home, with national karaoke booths extending its promise that ordinary, difficult days deserve practical care and a little confidence of their own. Read more →

Cole Haan Goes Comfortable Anywhere

TL;DR: Cole Haan launched its global "Comfortable Anywhere" campaign with Christian Slater and Jenny Slate, placing its shoes inside messy, ordinary moments rather than polished fashion scenes. The fall work will run across digital, outdoor, stores and paid social, supported by creators, as the nearly century-old brand broadens its comfort promise from dress footwear into a fuller lifestyle wardrobe. Read more →

Under Armour Backs Commitment

TL;DR: Under Armour launched "Commit" across Asia-Pacific with 28 athletes and K-pop group BOYNEXTDOOR, shifting its story away from medals and toward the daily returns of showing up. Created with Colenso BBDO, the regional platform follows athletes across sports and positions commitment as the source of strength, growth, freedom and joy rather than a performance image alone. Read more →

Duolingo Dresses Up Pronunciation

TL;DR: Duolingo has turned the phonetic spellings of fashion labels into a small clothing collection for New York Fashion Week, turning common pronunciation mistakes into wearable lessons. Designer Megan O'Cain created the pieces, while the language app backs them with New York outdoor ads, a runway video and a two-day pop-up where visitors can bid their own streaks. Read more →

Lynx Makes Luxury Absurd

TL;DR: Lynx Fine Fragrance has turned NBA defender Dyson Daniels into an oversized can holder, spoofing luxury scent packaging to argue that smelling expensive need not be expensive. The Thinkerbell campaign extends from social teasers to retail, earned media and a Melbourne meet-and-greet, using deliberately excessive design to give affordable fragrance cultural theatre for younger men. Read more →

RAKBANK Rehumanizes Digital Banking

TL;DR: RAKBANK has unveiled a refreshed identity built around "Digital with a Human Touch," updating its logo, typography, tone of voice and mobile app. The UAE bank is carrying the system through cards, branches and digital touchpoints, arguing that customers facing homes, businesses or wealth decisions need efficient technology alongside personal reassurance when it counts most. Read more →

IKEA Makes Shopping Go Backwards

TL;DR: IKEA Alsulaiman launched its Saudi Buyback Service with Reverse Shop, a campaign that turns familiar IKEA furniture, headlines, prices and films backwards. Created by Droga5 London, the work also uses reversed social accounts, push notifications and creator challenges, making the awkwardness of doing things backwards contrast with the ease of selling used furniture back to IKEA. Read more →

Tiledmedia Builds Live Ad Fabric

TL;DR: Tiledmedia has launched Fabric, a video platform that combines live mixing, graphics, advertising insertion and data into distribution-ready streams. The product is designed for broadcasters and rights holders that want dynamic ad formats, including side-by-side placements in natural pauses during live sport, without breaking the viewing experience or rebuilding every feed for each distribution partner. Read more →

7 Brew Makes Loyalty Social

TL;DR: 7 Brew is using its first mobile app to turn a loyalty program into a social drink-discovery tool as the drive-thru chain races past 800 locations. CMO Nick Chavez promoted the launch with a TikTok parody of 2001: A Space Odyssey, while customers can order ahead, build drinks, save favorites and share them with friends. Read more →

Modelo Funds Football Tradition

TL;DR: Modelo has made its biggest college-football investment yet with its new 'It’s Not Just Game Day. It’s Tradition.' platform, raising media spending 18% year over year. Three spots follow rivalries, family texts and tailgate cooking, while Fox, ESPN, Barstool and Homefield extend the beer brand’s campaign into broadcasts, merchandise, retail and fan experiences this fall. Read more →

Aussie Apples Fight Snackgrets

TL;DR: Aussie Apples has taken its 'No Snackgrets' platform to social media with Appy, a paper-cut apple mascot built to interrupt bad snack choices. Created with Thinkerbell, the character crashes afternoon office slumps and supermarket aisles across Meta and TikTok, turning the familiar regret of reaching for junk food into an ongoing story for healthier snacking. Read more →

National Tiles Embraces Annoyance

TL;DR: National Tiles has moved founder Frank Walker’s famously insistent radio voice onto TV instead of sanding down the trait people remember. Sunday Gravy’s 'Annoyingly Good' platform treats decades of repetition as a brand asset, recasting the retailer’s most recognizable personality as proof that a message can be irritating, memorable and still effective for television audiences. Read more →

Chorus Makes Fibre Click

TL;DR: Chorus has launched 'Go Clicker Than Ever,' a New Zealand fibre campaign built around an everyday man Irish-dancing across an oversized computer mouse. Created with new lead agency McCann New Zealand, the work turns broadband speed into a physical joke for ordinary home internet users, then carries it across AV, social, digital, partnerships and out-of-home. Read more →

BYRDLI Makes Travel Bookable

TL;DR: BYRDLI has launched THIS IS ALABAMA with Alabama Tourism and Travel South USA, asking two photographers to cross the state in opposite directions. Their finds will populate creator-run Travel Clubs where followers can book hotels, routes and experiences directly online in one place, giving destination marketing a path from creator storytelling to a completed trip. Read more →

READ MORE

Let the Future Come to Your Inbox

Stay ahead without drowning in information. We turn the most important signals across AI, tech, marketing, and future products into 5-minute reads you can actually finish.

• AI Secret uncovers what really matters in AI
• Bay Area Letters decodes tech and business shifts from Silicon Valley
• Robotics Herald tracks how robots move from labs into daily life
• Marketing Secret breaks down real growth and go-to-market playbooks
• The Hardwire explores hardware, consumer tech, and what’s coming next

TOGETHER WITH US

AI Secret Media Group is the world’s #1 AI & Tech Newsletter Group, reaching over 2 million leaders across the global innovation ecosystem, from OpenAI, Anthropic, Google, and Microsoft to top AI labs, VCs, and fast-growing startups.

We've helped promote over 500 Tech Brands. Will yours be the next?

Email our co-founder Mark directly at mark@aisecret.us if the button fails.