In a fiercely contested and fractured attention economy, the conventional advertising playbook no longer guarantees success. The era of merely showcasing a product with a famous face has given way to a sophisticated, content-driven approach, mirroring the strategic intensity of a major film studio. Chief Marketing Officers (CMOs) are increasingly turning to Hollywood-founded agencies like Ryan Reynolds’ Maximum Effort and Ben Affleck and Matt Damon’s Artists Equity, deliberately eschewing traditional, often cost-prohibitive, ad buys in favor of digital virality and user-generated content (UGC). This strategic pivot promises exponentially higher returns on investment (ROI) by fostering authentic engagement and tapping into established cultural narratives. The year 2026 stood as a testament to this transformative shift, with numerous campaigns cutting through the digital din to drive cultural conversation, spur unprecedented consumer interaction, and ultimately, boost sales.
The paradigm shift is perhaps best exemplified by Ryan Reynolds’ Maximum Effort, a company that has mastered the art of "culture-jacking" and "fastvertising." Their marketing masterclass was vividly displayed in Astronomer’s crisis PR campaign. Capitalizing on the tech company’s unexpected spotlight following a high-profile "Coldplay couple" kiss-cam moment that publicly solidified two divorces, Maximum Effort acted with remarkable agility. Just nine days after the incident, they launched a deadpan "fastvertising" spot featuring Gwyneth Paltrow, the former wife of Coldplay frontman Chris Martin. Paltrow, with her characteristic wit, explained to a staggering 36.5 million viewers across social media how their office was "the best place to run Apache Airflow." For a B2B enterprise platform, this level of organic reach and cultural relevance is nothing short of marketing magic, demonstrating the profound impact of timely, celebrity-driven, and culturally astute content. This rapid response and clever integration of a public moment into brand messaging underscore the new demands on marketing teams to be agile, creative, and deeply attuned to the social zeitgeist.
This evolution in marketing strategy forms the backdrop for THR’s inaugural 2026 list of the most impactful star-driven campaigns. These initiatives transcended mere advertisements, transforming into viral launches, innovative collaborations, and compelling narratives that captivated global audiences and spurred significant commercial success.
Redefining Brand Presence: L’Oréal Paris and the Oscar Stage
L’ORÉAL PARIS
Agency: Maximum Effort
L’Oréal Paris, a perennial powerhouse in beauty, leveraged the 2026 Academy Awards with a commercial that brilliantly paid homage to the anticipated sequel, The Devil Wears Prada 2. Produced by Ryan Reynolds’ Maximum Effort, the ad tapped sequel star Simone Ashley (playing Amari, Miranda Priestly’s new assistant) and supermodel Kendall Jenner, a frequent face on this year’s list. The narrative saw Jenner mistakenly applying for an assistant role at Runway magazine, only to be admonished to "look presentable" and handed L’Oréal’s Colour Riche lipstick and Telescopic Lift mascara. This witty, self-aware narrative resonated deeply, reaching 17.9 million live Oscars viewers and generating an astronomical 7 billion impressions across social media platforms.
L’Oréal Paris CMO Wen highlighted the campaign’s success: "Kendall was a great sport about it, and that willingness to be in on the joke is a big part of why the spot works. When talent is genuinely having fun, the audience feels it, and both Simone and Kendall knocked it out of the park." The strategic debut during the Oscars, one of television’s last truly communal viewing events, provided "jet fuel for the cultural fire." Laura Branik, President of L’Oréal Paris USA, emphasized the measurable impact: "When you can connect a brand message to a cultural moment in a way that feels authentic and drives measurable business growth, that’s when you know a campaign has truly succeeded. We saw notable increase in sales across our hero products; it earned a level of consumer engagement that signaled true cultural resonance. We are for the Mirandas and everyone else." This campaign not only boosted hero product sales but also solidified L’Oréal’s image as a brand that understands and participates in contemporary culture, expanding its appeal beyond traditional beauty consumers.
From Courtside to Culture: Capital One’s March Madness Takeover
CAPITAL ONE
Executive vp Brand Marketing: Marc Mentry
Agency: Saint James Studios
Capital One’s 2026 March Madness campaign transformed the annual basketball frenzy into a star-studded, intimate experience. Featuring Charles Barkley, Samuel L. Jackson, Magic Johnson, and Jennifer Garner, the campaign depicted the quartet hosting an NCAA-themed sleepover, complete with friendship bracelet-making, arcade games, tailgating, and a diner stop where they serendipitously encountered WNBA superstar Caitlin Clark, before arriving courtside at the Final Four. This blend of celebrity power with relatable, humorous scenarios fostered deep emotional connection. Complementing the digital narrative, a "Chuck Blimp" adorned with Barkley’s face soared over Phoenix and Indianapolis during championship weekend, creating physical touchpoints for the campaign.
Measurement agency EDO reported millions of organic impressions fueled by social engagement. The campaign’s true virality was evident when fans clamored to buy the branded PJ sets and friendship bracelets featured in the ads. Capital One shrewdly responded with a digital merch giveaway, significantly boosting credit card user registration. This strategic move turned casual viewers into active participants and potential customers, demonstrating how integrated physical and digital activations can amplify campaign reach and deliver tangible business outcomes. The campaign showcased Capital One’s ability to leverage major sporting events not just for brand visibility but for deep consumer interaction and direct acquisition.
Beauty Empires and Viral Aesthetics: Sephora and Rhode’s Glazed Debut
SEPHORA
CMO: Zena Srivatsa Arnold
Agency: In-House
Following Rhode’s monumental $1 billion acquisition in 2025, founder Hailey Bieber strategically brought her brand’s coveted "glazed donut" and "strawberry girl" aesthetics to Sephora shelves. To drive crucial foot traffic, Rhode re-released three of its most viral (and previously sold-out) peptide lip treatments as in-store exclusives. Bieber, a master of modern marketing, deployed her tried-and-true tactics: dropping subtle product hints in her "Get Ready With Me" (GRWM) videos to her 57.9 million Instagram followers, sending coveted product mailers to influencers for unboxing content, and embarking on a stylish Sephora press tour in archival designer looks, ensuring consistent fashion media buzz.
The results were staggering: Rhode generated $10 million in sales across the U.S. and Canada within its first 48 hours, accounting for approximately 40 percent of all Sephora launch sales – 2.5 times greater than any previous brand debut for the retailer. This campaign underscored the unparalleled influence of celebrity founders and the power of curated social media strategies in building demand and driving immediate sales, particularly in the beauty sector. It also highlighted the importance of strategic retail partnerships for scaling direct-to-consumer brands.
The Super Bowl’s Silent Power Play: Bad Bunny and Zara
ZARA
Agency: In-House
Bad Bunny proved that sometimes, the most impactful marketing doesn’t require explicit endorsement. During his Apple Music Halftime Show at Super Bowl LX, the Grammy winner donned a cream, football-inspired look that, without a single verbal mention of Zara, spoke volumes. Data analytics firm Launchmetrics estimated this single outfit generated an astonishing $942.4 million in media impact value. Three months later, when his "Benito Antonio" collection with the Spanish fast fashion label finally dropped, its core pieces sold out instantly.
This campaign exemplified the power of subtle product placement within high-visibility cultural moments. Bad Bunny’s inherent style and global influence transformed a Super Bowl performance into an unmissable fashion statement, creating immense anticipation and demand for his subsequent collaboration. It demonstrated Zara’s understanding of leveraging a mega-star’s fashion choices to create a ripple effect that translated directly into sales, even without a traditional advertising spend or a named CMO in the public eye.
Viral Refreshments and Intergenerational Appeal: Sabrina Carpenter for Dunkin’
DUNKIN’
CMO: Jillian McVicar Nelson
Agency: Artists Equity
Dunkin’s collaboration with pop star Sabrina Carpenter, co-created by Ben Affleck and Matt Damon’s Artists Equity, was a masterclass in building anticipation through social media. By the time the "Brown Sugar Shakin’ Espresso" was officially unveiled, over 10 million users had already engaged with Instagram and TikTok teaser videos. The cheeky "Shake That Ess" commercial featured Carpenter and her grandmother vigorously shaking – not stirring – "that ess," a playful double entendre that instantly went viral.
The campaign’s success was immediate and measurable: Dunkin’ app downloads surged by 57 percent, and the limited-edition $13 tumblers sold out in a mere 17 minutes. This campaign not only capitalized on Carpenter’s burgeoning popularity but also skillfully incorporated an intergenerational dynamic, appealing to both Gen Z and older demographics. It highlighted the effectiveness of humorous, shareable content in driving app engagement and product sell-through, reinforcing Dunkin’s image as a culturally relevant brand.
Rebel Creativity: Charli XCX and Nothing Headphones
NOTHING HEADPHONES
CBO: Charlie Smith
Agency: Object & Animal
London-based electronics company Nothing Headphones tapped pop superstar Charli XCX as both a new ambassador and shareholder, a strategic move that injected "brat vibes" and potent Gen Z marketing instincts into the brand. Piggybacking off her new single "Rock Music," Charli XCX’s debut creative collaboration was a low-fi campaign directed by frequent collaborator Aidan Zamiri. It depicted her locked in a room for five days, testing the Headphone (a)’s impressive 135-hour battery life.
Nothing CBO Charlie Smith articulated the rationale: "Charli XCX is really the embodiment of rebellious creativity, which is something that Nothing has always championed. She’s an example of the cultural force we admire." Gen Z resonated loudly with the campaign, resulting in the $199 headphones selling out across the U.K. and Western Europe within 48 hours. This campaign demonstrated the power of authentic celebrity alignment, where the ambassador’s persona perfectly embodies the brand’s values, creating a powerful connection with a target demographic and driving rapid market penetration.
The Cool-Girl Tech Tool: Alex Cooper and Google Pixel 10
GOOGLE PIXEL 10
CMO: Lorraine Twohill
Agency: Unwell Creative
Alex Cooper, the podcast powerhouse behind Call Her Daddy and an energy drink entrepreneur, launched Unwell Creative Agency’s inaugural project with a comedic digital ad for Google’s new Pixel 10 phone. Cooper co-wrote, directed, and starred in the girls’ trip-themed spot, featuring Saturday Night Live alum Aidy Bryant and The White Lotus’s Sabrina Impacciatore. The ad garnered over 39 million views on Cooper’s TikTok alone.
Part of a long-term partnership with Google announced in October, the campaign successfully positioned Pixel devices as "cool-girl tech tools," simultaneously hyping Gemini AI and Google Workspace for Cooper’s hyper-engaged female Gen Z and millennial fan base. This campaign highlighted the growing influence of podcast hosts and digital creators as multi-hyphenate marketing forces, capable of crafting authentic narratives that deeply resonate with their established audiences, driving both brand perception and product interest for even established tech giants.
Super Bowl Conspiracy and User Engagement: Uber Eats
UBER EATS
CMO: Georgie Jeffreys
Agency: Special U.S.
Uber Eats made an $8 million splash (for a 60-second spot) during the Super Bowl, starring Matthew McConaughey and Bradley Cooper. The ad featured McConaughey relentlessly trolling Philadelphia Eagles superfan Cooper with the absurd conspiracy theory that the Super Bowl was invented to sell food, not football. Uber Eats CMO Georgie Jeffreys lauded the stars’ commitment: "Matthew has an incredible ability to take an absurd idea and deliver it with complete conviction, Bradley brought authenticity, particularly as a die-hard Eagles fan. Their chemistry created the tension and humor that powered the campaign, which helped make it feel like an ongoing cultural narrative rather than a one-off Super Bowl commercial."
The ad also featured appearances by Parker Posey and Amelia Dimoldenberg. A groundbreaking interactive, choose-your-own-adventure-style feature within the Uber Eats app delivered nearly 1,000 different versions of the ad, with cameos from Jerry Rice, Addison Rae, and Severance’s Tramell Tillman. This innovation "generated thousands of unique ad combinations and extended the life of the campaign far beyond the broadcast," Jeffreys noted, driving a 35 percent increase in searches for the food delivery app and a "tsunami of user-generated content" across social platforms. This campaign masterfully combined star power with interactive technology to sustain engagement long after the initial broadcast, setting a new benchmark for Super Bowl advertising.
Nostalgia as a Banking Strategy: JPMorgan Chase’s "Kevins!"
JPMORGAN CHASE FOR THE CHASE FREEDOM UNLIMITED CREDIT CARD
CBO: Leanne Fremar
Agency: Big Spaceship
JPMorgan Chase capitalized on potent nostalgia for its Chase Freedom Unlimited credit card campaign, launching a Home Alone-inspired spot. The ad starred the late Catherine O’Hara reprising her iconic role, searching for "Kevins!" amidst a shopping mall full of Kevin Hart and Kevin Garnett. CBO Leanne Fremar noted, "We’d been building the Freedom Holiday idea over three years. Kevin and Macaulay brought their own instincts, timing and point of view, which made the spots feel more natural. The [seasonal] timing gave it real momentum," garnering over 7.4 million views on YouTube.
The campaign extended its life with Macaulay Culkin joining Hart the following year for a Halloween commercial, also nodding to the beloved ’90s Christmas film. This multi-year strategy, leveraging iconic pop culture references and genuine celebrity enthusiasm, proved highly effective in cutting through holiday advertising clutter and creating memorable brand association, particularly for a financial product.
Responsible Luxury and Environmental Impact: Prada Re-Nylon
PRADA RE-NYLON
CMO: Lorenzo Bertelli
Agency: National Geographic CreativeWorks
Prada’s eco-conscious Re-Nylon line, crafted from Econyl (a material derived from ocean trash and abandoned nets), merged luxury with purpose. In partnership with National Geographic CreativeWorks, Prada showcased short films starring A-list ambassadors Benedict Cumberbatch, Letitia Wright, and Sadie Sink. These mini-documentaries brought the stars to Norway, Japan, Hawaii, and Mexico to witness firsthand the devastating effects of global warming, overfishing, and plastic marine pollution.
The campaigns exemplified responsible luxury marketing, connecting with diverse generations and audiences. A significant component of the initiative sees 1 percent of Re-Nylon’s global proceeds directed to the UNESCO educational program SEA Beyond. With viral moneymakers like handbags and bucket hats, the eco-collection contributed to a robust 14 percent year-over-year sales growth for the fashion house. This campaign successfully demonstrated that luxury brands can effectively champion environmental causes, resonate with conscious consumers, and achieve significant commercial success simultaneously.
The Real-Time Mystery and Authenticity: Alix Earle for Reale Actives
REALE ACTIVES
CMO: Amanda Goetz
Agency: In-House
How does a new independent skincare brand achieve $16 million in sales and sell out in its first week? For Reale Actives, having influencer Alix Earle (with 5.6 million Instagram followers) as a founder was key. Known for openly sharing her struggle with cystic acne, the 25-year-old launched cryptic Instagram and TikTok accounts (@WtfIsAlixDoing), planting "Easter eggs" in her GRWM videos for months before debuting her acne-focused skincare brand in March. As the accounts amassed half a million followers, Earle seeded influencer friends with Away suitcases (locked with her new products inside) and puzzle pieces that contributed to an NYC digital billboard, incrementally revealing the launch.
Earle invited followers to decode the mystery in real time, generating massive engagement and UGC, which directly translated into sales. Earle explained her strategy: "I knew I wanted to do something that pulled people into the story the same way they already engage with me in real life. My content has always been very ‘come along with me while I figure things out,’ and I wanted my audience to be able to have a say in launching this brand by ultimately figuring it out themselves." Reale Actives CMO Amanda Goetz added, "Acne is usually marketed through insecurity, hiding, or ‘fixing’ yourself. Our goal was to flip that script and build a brand that made people with acne-prone skin feel seen, confident and allowed to show up fully in their real life. The campaign resonated because it tapped into the desire to stop planning your life around your skin. We saw people sharing their own skin stories and talking about the brand as a confidence movement, not just a product drop. From a business standpoint, we sold out twice shortly after launch and had to restock for a third time." This campaign exemplified the power of authentic founder stories, sustained mystery, and community co-creation in building a loyal customer base and driving explosive initial sales.
Authentic Representation and Global Reach: Selena Gomez for Rare Beauty
RARE BEAUTY
CMO: Ashley Murphy
Agency: Fred & Farid L.A.
Selena Gomez’s unfiltered Instagram and TikTok GRWM content served as authentic, highly effective advertisements for her massively successful Rare Beauty brand. Already the most searched name on Ulta’s site, the line’s expansion to over 1,500 Ulta doors in February shattered sales records, becoming the retailer’s largest brand launch ever. The accompanying "Every Story Belongs" campaign showcased the True to Myself Natural Matte Longwear Foundation’s entire range of 48 hues on women with diverse Latin American heritages, including prominent creators Desi Perkins and Monica Veloz.
The Los Angeles launch party culminated in a spectacular 600-drone show that lit up the sky with a giant Soft Pinch Liquid Blush, a best-seller, with Gomez’s team meticulously documenting and sharing every moment on social media. Rare Beauty CMO Ashley Murphy stated, "The foundation campaign was part of one of Rare Beauty’s most significant complexion launches and reached over 11 million social views organically. For us, that’s always the goal: proving that staying true to your values and creating work that genuinely resonates with people can drive cultural and business impact. What was most meaningful was seeing people connect with the campaign on a personal level – outside of beauty. The conversations it sparked around representation, belonging and identity reinforced that consumers want to see themselves reflected in the brands they are proud to support." This campaign underscored the profound impact of authentic inclusivity and a founder’s genuine connection with her audience, translating personal values into significant market success.
Reviving an Icon: Paris Hilton and Motorola Razr
MOTOROLA RAZR
North America Marketing Director: Maria Jose Martin
Agency: LaForce, In-house
The flip-phone giant Motorola unveiled its new Razr smartphone line with a dazzling Hollywood purple carpet event and fashion spectacle, specifically designed to maximize UGC. The event featured an interactive Swarovski crystal display, a DIY phone charm bar, and beauty touch-up stations. Paris Hilton, synonymous with the Razr’s original heyday, walked the runway and capped the night with a DJ set. Other stars, including Natalia Bryant, Isan Elba, and Avan Jogia, coordinated their looks with the colorful folding screens, styled by celebrity stylist Danyul Brown.
North America Marketing Director Maria Jose Martin reported remarkable results: the starry soiree generated "more than 4 billion impressions across paid and organic channels, surpassing every previous Motorola launch benchmark." This strategy also translated directly into sales, with the new Razr family achieving "54 percent more preorder sales year-over-year." This campaign brilliantly leveraged nostalgia and a relevant celebrity to reintroduce a classic product in a modern, interactive way, proving that iconic brands can successfully reinvent themselves for new generations through strategic event marketing and celebrity alignment.
Betting on Controversy: Kendall Jenner for Fanatics Betting & Gaming
FANATICS BETTING & GAMING
CMO: Selena Kalvaria
Agency: Bolded/OBB Media & Fanatics Studios
Kendall Jenner’s campaign for Fanatics Betting & Gaming shrewdly leaned into the "Kardashian Curse," a fan conspiracy theory suggesting professional athletes suffer bad luck when dating a Kardashian or Jenner. This self-aware humor helped Fanatics secure a sizable 10 percent share of the U.S. online sports betting market. For its Super Bowl 2026 ad blitz, the team merch retailer dared viewers to "Bet With Kendall" (on the New England Patriots) or "Fade Kendall" (on the Seattle Seahawks) within its Fanatics Sportsbook app, offering a 100 percent matching boost for wagers.
Bettors who sided with Jenner left empty-handed, while those who bet on the Seahawks – including her ex-boyfriend, Phoenix Suns guard Devin Booker, who, yes, sustained major losses during their relationship – took home payouts. Booker even trolled the campaign, placing $1 million and earning an $800,000 profit. Fanatics Betting and Gaming CMO Selena Kalvaria stated, "This was not a traditional endorsement – the idea worked because it leaned into Kendall’s cultural persona in a self-aware way, and she helped craft how the concept would spark conversation. The campaign generated more than 27 billion earned media impressions; Super Bowl LVIII became Fanatics Sportsbook’s most bet game ever." The campaign demonstrated the power of meta-humor and celebrity self-awareness, turning potential controversy into a highly engaging and profitable marketing narrative. The real winner was charity Feeding America, which received a $1 million donation from Fanatics.
Nostalgia, Minimalism, and Cultural Resonance: Dakota Johnson for Calvin Klein
CALVIN KLEIN
CMO: Jonathan Bottomley
Agency: GvS Creative
Calvin Klein’s ’90s-inspired spring 2026 campaign starring Dakota Johnson masterfully met a specific cultural moment. Ryan Murphy’s American Love Story had ignited a wave of internet nostalgia for Carolyn Bessette Kennedy, with Sarah Pidgeon’s portrayal turning her into a star. Johnson, channeling an effortless, CBK-coded minimalism, wore archive-inspired high-rise slim jeans and a white tee in some ads, and just underwear in others. Shot by Gordon von Steiner, the campaign subtly yet powerfully connected with Love Story’s Gen Z and millennial fans.
Calvin Klein CMO Jonathan Bottomley highlighted the success: "Dakota is a fantastic partner because she brings so much of herself to the partnership – her natural confidence, sense of humor and self-awareness to life through Calvin’s lens. We saw double-digit growth in our denim business through our direct-to-consumer channels during the quarter the campaign launched. We also felt the impact on the cultural conversation and its connection with consumers, generating over 26 million views on Calvin Klein’s Instagram alone in the first 24 hours." This campaign underscored the efficacy of tapping into broader cultural zeitgeists and aligning a celebrity whose persona authentically embodies the brand’s aesthetic, driving both sales and widespread cultural conversation.
Experiential Marketing and Athlete Power: Kim Kardashian for NikeSkims
NIKESKIMS
Nike CMO: Nicole Hubbard Graham
Agency: Wieden+Kennedy
The record-breaking launch of NikeSkims, the co-brand effort of Kim Kardashian’s Skims and the sportswear giant Nike, was a slam dunk in experiential marketing. The #SkimsxNike tag’s 12 million views on TikTok were just the beginning. To hype their September debut, the collaborators took over the New York Public Library steps with a choreographed flash mob, clad in NikeSkims, naturally. They strategically seeded products for GRWM videos and featured Nike’s iconic athlete ambassadors – Serena Williams, Sha’Carri Richardson, and Chloe Kim – in a short film and campaign imagery alongside Kardashian.
The entire Kardashian-Jenner clan, with a combined 1.5 billion Instagram followers, engaged in robust social media cross-promotion. Key products sold out immediately, with the collaboration projected to outearn Nike and Skims’ initial investments ($1.7 billion and $1.1 billion, respectively) in revenue, landing at more than $4 billion in the partnership’s first three years. Kardashian’s company, meanwhile, enjoyed a $5 billion valuation during its post-NikeSkims funding round. This campaign demonstrated the unparalleled power of a strategic brand collaboration, combining a fashion mogul’s marketing savvy with a sportswear giant’s legacy and athlete roster to create an unstoppable cultural and commercial force.
Dancing in Denim: Katseye for Gap
GAP
CMO: Fabiola Torres
Agency: Invisible Dynamics
Hollywood fell into the Gap with the debut collection of new creative director Zac Posen, who outfitted Anne Hathaway, Kendall Jenner, Timothée Chalamet, and others in his GapStudio pieces on the red carpet. However, the brand truly leaned into its history of creating cultural moments with its digital-first marketing strategy. The "Better in Denim" ads starred global girl group Katseye dancing in low-rise denim to the tune of Kelis’s 2003 hit "Milkshake." The track subsequently saw a 179 percent jump in streams.
In a company statement, Gap reported that Katseye’s spots scored more than 8 billion impressions and a record of over 600 million views in a single month, making it their "most successful social media campaign to date." This campaign highlighted the enduring power of pop culture references, catchy music, and global pop groups in driving immense digital engagement and revitalizing a heritage brand’s image for a contemporary audience.
Celebrating an Icon: Kate Moss, Teyana Taylor, and Burberry’s Trench Coat
BURBERRY
CMO: Jonathan Kiman
Agency: In-house
Burberry’s gabardine trench coats are so instantly recognizable that the British heritage fashion house needed only to release elegant black-and-white portraits to celebrate the silhouette for its 170th anniversary. Burberry CMO Jonathan Kiman explained the campaign’s simplicity: "The idea was simple: Let each person’s personality shine through naturally." Supermodels Kate Moss, Karen Elson, and Kendall Jenner; Hollywood stars Jonathan Bailey and Daisy Edgar-Jones; athletes Jack Draper and Eberechi Eze; Chinese actor Wu Lei; and musicians Hikaru Utada, Kid Cudi, and J.Y. Park were among those who donned the iconic trenches.
The campaign generated millions of social media impressions across generations, particularly in the East Asian market. The multichannel approach included 15-second behind-the-scenes snippets on TikTok that garnered high loop rates, alongside high-impact posters greeting international travelers at Heathrow’s baggage carousel. Kiman added, "The campaign drove strong brand relevance and engagement, and we could really see the excitement around our iconic rainwear and trench coats. One of the best signs of success is when my friends, who don’t work in fashion, start texting me about a campaign. That’s when you know it’s landed beyond our industry." This campaign demonstrated the enduring power of classic imagery, combined with a diverse roster of global talent, to celebrate brand heritage while maintaining contemporary relevance and driving widespread engagement.
The Million-Dollar Puzzle: MrBeast for Salesforce
SALESFORCE
Former CMO: Ariel Kelman
Agency: In-house
What happens when you hand the creative reins of your Super Bowl campaign for enterprise software to YouTube’s biggest star? For Salesforce, MrBeast (Jimmy Donaldson) dreamed up an interactive "Million Dollar Puzzle" campaign. The 30-second Super Bowl ad, shot by Oscar-winning Inception cinematographer Wally Pfister, was just the beginning. It led over 53 million people to the company’s website, according to an X post by CEO Marc Benioff, and generated 37.3 times more search engagement than the average Super Bowl ad.
MrBeast had full creative control of the scavenger hunt, which included a 45-minute behind-the-scenes documentary that reached his 300 million-plus subscribers and scored 419 million views across social platforms. One month later, software developer Colin Sanders solved the puzzle, bringing an end to the wildly successful marketing saga and a month of continuous engagement and media coverage. This campaign showcased the unparalleled ability of top digital creators to generate hyper-engagement and sustained media attention, even for complex B2B offerings, by transforming advertising into an interactive, gamified experience.
The Prince of Darkness’s DNA: Ozzy Osbourne for Liquid Death
LIQUID DEATH
Senior vp Marketing: Daniel Murphy
Agency: In-house
Approximately a month before his passing at 76, heavy metal godfather Ozzy Osbourne starred in a June 2025 campaign with Liquid Death, famously demanding, "Clone me, you bastards!" The edgy beverage brand released 10 iced tea cans "laced with Osbourne’s DNA," each signed and hand-crushed by the Prince of Darkness, priced at $450 a pop. Liquid Death Senior VP of Marketing Daniel Murphy noted, "Ozzy was so easy to work with and absolutely got our sense of humor. Our founder, Mike Cessario, pitched Ozzy and Sharon the clone idea, and they loved it. Ozzy even let us film in his iconic basement – you can see the signatures of famous visitors on top of his fireplace."
Murphy explained their internal litmus test: "Before we launch a campaign, [we ask] ourselves: ‘Did it genuinely make us laugh, and would we actually share it with our friends?’" The world resoundingly agreed with the final assessment, as the campaign quickly racked up over 10 million views, and the "Infinitely Recyclable Ozzy" cans sold out instantly, with one sample reportedly fetching $4,600 on eBay. This campaign highlighted the power of extreme creativity, dark humor, and an iconic celebrity to generate massive buzz and create highly sought-after, limited-edition products.
Cinematic Storytelling: Pedro Pascal for Apple AirPods 4
APPLE AIRPODS 4
Senior vp Worldwide Marketing: Greg Joswiak
Agency: TBWA/Media Arts Lab
Apple continued its tradition of cinematic advertising, eschewing technical jargon for compelling storytelling, with its Spike Jonze-directed AirPods 4 commercial starring Pedro Pascal. Convincing an audience to watch a five-minute ad is a monumental task, but Apple achieved it by showcasing the new earbuds’ active noise cancellation feature through an energetic dance number choreographed by Tanisha Scott (known for her work with Rihanna and Beyoncé).
Over 7 million YouTube users watched The Mandalorian star’s performance within 24 hours of the spot’s digital premiere. Apple further leveraged its #Shotoniphone tag to share exclusive behind-the-scenes footage, promoting the iPhone’
