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For decades, city sidewalks have quietly spoken a language designed not for the many, but for the few. Tactile paving—those familiar raised lines and dots underfoot—serves as a crucial guide for the visually impaired, where lines often signal “go” and dots mean “stop.” But for those who rely on these cues, they offer only a partial map of the world around them.

<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-a-powerful-tribute-to-unity-and-a-message-of-forgiveness-63425.htm">Global Ads Spotlight: A powerful tribute to unity and a message of forgiveness</a> 

In Peru, a country where approximately 1.1 million people—or 0.65 percent of the population—live with visual impairments, that challenge has long gone under-addressed. Now, a new campaign aims to change that.

Unveiled in 2024, SightWalks is a collaboration between cement manufacturers Cemento Sol and Unacem, and advertising agency Circus Grey Peru, part of the Grey Worldwide network. The initiative reimagines tactile paving as more than a basic mobility aid—it becomes a system of coded destinations.

Working in partnership with local organizations including UNCP, Cercil and Yo Soy Sus Ojos, the project redesigned sidewalks in Lima’s Miraflores district. The updated paving includes horizontal bars and a variable number of vertical lines - one, two, or three - to indicate nearby landmarks such as restaurants, banks, and grocery stores.


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“This project is about more than guidance,” said a spokesperson from Circus Grey Peru. “It’s about giving people the confidence to move independently, and safely.”

The initiative, tested with over 500 participants, also includes educational workshops, audio instructions, and Braille brochures to ensure the new symbols are understood and usable. The campaign is open-source, intended for adoption by other cities around the world.

For its ingenuity and humanitarian focus, SightWalks received the Grand Prix in Design at the 2024 Cannes Lions International Festival of Creativity—one of the advertising world’s highest honors.

At its core, the campaign is a striking example of inclusive design meeting social impact, transforming what was once a flat piece of sidewalk into a message of mobility, autonomy, and dignity.

<strong>Read More:</strong> Global Ads Spotlight: <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-when-science-meets-silliness-and-the-curious-case-of-the-anti-murphys-law-toast-63630.htm">When science meets silliness and the curious case of the Anti-Murphy's Law Toast</a> 


Global Ads Spotlight: In Peru, a new path forward for the visually impaired with SightWalks

Let’s take a moment to recall life’s more humbling spectacles - spilled coffee on a white shirt, tech failures just before big presentations, and, of course, toast taking a nosedive, butter-side down. It’s as if the universe has a personal vendetta. Enter: Murphy’s Law, that dour little dictum that insists “anything that can go wrong, will.”

Now, pivot briefly to your kitchen floor, where a dropped cookie stares back at you in silent judgment. The five-second rule - our flimsy culinary superstition - claims that food is safe from bacterial ambushes if rescued promptly. But does science agree? And more importantly, does toast have to fall butter-side down?

Enterogermina, a probiotic brand with a flair for drama and a disdain for Murphy, decided to find out. Enlisting Robert Matthews, physicist, occasional myth-buster, and recipient of the 1996 Ig Nobel Prize for his work on, yes, Murphy’s Law and the gravitational cruelty of toast, they launched the The Anti-Murphy's Law Toast campaign.

This wasn’t your average brand stunt. It came complete with a 10-minute documentary, a 12-Michelin-star baker (Nuno Garcia), and enough physics to make Newton blink twice. The mission? To craft a slice of toast that would refuse to follow fate’s buttery blueprint.

Matthews begins with 100 failed toast drops, each one a somber confirmation of the law he once famously proved. But where pessimism could have prevailed, he chose instead to roll up his sleeves and, with a dream team of scientists and bakers, turn probability into pliability.

Tables were resized, toast dimensions adjusted, and aerodynamics debated. Equations flew, flour dust settled, and through a methodical blend of culinary design and scientific mischief, they achieved the improbable: a toast engineered to land butter-side up.

But this wasn’t just about rebelling against the laws of breakfast. The campaign also toyed with the infamous five-second rule, polling public opinion on just how long is “too long” when rescuing rogue snacks from the floor. (Spoiler: bacteria don’t carry stopwatches.)

In the end, the “Anti-Murphy’s Law” campaign serves more than a side of toasted triumph - it’s a reminder that while life may lean toward chaos, a little curiosity, collaboration, and crusty ingenuity can flip the script. Sometimes, with the right team and just the right angle, the toast does land your way.

WATCH 

<em>Created by the agency MRM Spain, the Anti-Murphy's Law Toast campaign includes a documentary that takes viewers behind the scenes of this unique project. The film explores the scientific research that inspired the idea and features insights from microbiology expert Simon Baines, who discusses the truth behind the five-second rule</em>.

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<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-a-powerful-tribute-to-unity-and-a-message-of-forgiveness-63425.htm">Global Ads Spotlight: A powerful tribute to unity and a message of forgiveness</a> 




Global Ads Spotlight: When science meets silliness and the curious case of the Anti-Murphy's Law Toast

The 100th edition of Frankfurter Allgemeine Zeitung's (FAZ) celebrated its “Brilliant Minds” campaign by paying tribute to the victims of the Holocaust, sending a profound message against hatred and intolerance in current times marked by increasing divisions and religious tensions.

The campaign, which has been a hallmark of the newspaper for nearly a century, has consistently spotlighted renowned personalities across fields ranging from politics to sports. Past features have included individuals such as Nobel Prize winners, filmmakers, and even football legends. What distinguishes this campaign is its unique presentation: thought-provoking portraits of figures, their identities initially obscured by newspapers, before revealing them in the context of their surroundings. This visual metaphor underscores the powerful idea that we are all part of a larger, interconnected world.

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For its landmark 100th edition in 2024, FAZ chose to honor Holocaust survivors and reflect on the lessons of history. On January 27th, the newspaper published a moving tribute in remembrance of the Holocaust, coinciding with the United Nations' designated day to commemorate the liberation of Auschwitz-Birkenau.

The centerpiece of this edition was a photograph of Margot Friedlander, a 102-year-old Holocaust survivor, who lost her entire family in Auschwitz. Seated at the Holocaust memorial in Berlin, surrounded by 2,700 concrete steles, she held a copy of FAZ, her face hidden behind it in a striking moment of reflection. Despite enduring unimaginable loss, Friedlander embodies resilience, offering a message of unity and maturity rather than animosity. Her poignant presence in the campaign speaks to the power of forgiveness and the importance of seeing all people as equal.

Produced by the creative agency Scholz & Friends, this installment of “Brilliant Minds” garnered widespread attention, earning nearly one million interactions and significantly boosting the publication's profile. The campaign also gained recognition at the 2024 Cannes Lions International Festival of Creativity, where it received a Grand Prix for Industry Craft.

In an era where social and political divides are often fueled by religious and ethnic differences, FAZ’s tribute serves as a powerful reminder of the role media can play in fostering empathy and understanding. The campaign is a testament to the potential of advertising to transcend commercial interests and act as a catalyst for societal change, demonstrating that it can influence both hearts and minds in the pursuit of a more inclusive future.

<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-in-lebanon-a-dairy-brands-small-jars-help-fill-a-void-left-by-economic-collapse-62498.htm">Global Ads Spotlight: In Lebanon, a dairy brand’s small jars help fill a void left by economic collapse</a> 



Global Ads Spotlight: A powerful tribute to unity and a message of forgiveness

As the holiday shopping season looms, few events command the commercial frenzy of Black Friday. In South America, the annual retail bonanza has evolved into something resembling a cultural phenomenon, a high-stakes contest of consumer attention and brand creativity. This year, one company found a way to rise above the seasonal clutter, by focusing on a simple, time-honored gesture: the handshake.

Mercado Libre, the Argentina-based online marketplace, launched an inventive campaign in Brazil called “Handshake Hunt.” The concept was as unorthodox as it was effective: turn televised handshakes into exclusive discount deals.

Partnering with Globo TV, Brazil’s second-largest television network, Mercado Libre deployed artificial intelligence to scan live programming for moments when two characters shook hands. Each handshake, regardless of the context or time of day, triggered the creation of a unique QR code, which viewers could scan for a limited-time voucher.

The campaign’s reach was expansive. Through Globo’s broad programming slate, the initiative touched an estimated 70 million viewers. Over the course of a month, more than 2,000 handshakes were identified and transformed into interactive shopping incentives.

The strategy proved fertile ground for online engagement. Viewers began tagging the brand on social media whenever they spotted a handshake onscreen, encouraging a wave of user-generated content and real-time marketing amplification.

In an era where many brands fall back on recycled playbooks during major retail events, Mercado Libre’s experiment with “Handshake Hunt” demonstrated how technology and cultural observation can combine to deliver fresh engagement. The results were tangible: a notable year-over-year increase in sales, and international recognition at the Cannes Lions 2024, where the campaign earned a Grand Prix in the Media category.

By turning a universal gesture into a retail experience, Mercado Libre didn’t just sell more products, it told a story about innovation, relevance, and the enduring power of a well-timed connection.

<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-how-coca-colas-recycle-me-campaign-turned-crushed-cans-into-a-call-for-sustainability-63060.htm">Global Ads Spotlight: How Coca-Cola’s ‘Recycle Me’ campaign turned crushed Cans into a call for sustainability</a> 

Global Ads Spotlight: A Handshake and a deal - how Mercado Libre reinvented Black Friday marketing in Brazil

In an era increasingly defined by environmental responsibility, The Coca-Cola Company has found a striking way to merge brand identity with sustainability advocacy. Last year, the beverage giant launched its global “Recycle Me” campaign—an out-of-home (OOH) initiative designed to encourage consumers to reconsider the final destination of their used aluminum cans.

Developed by WPP Open X and spearheaded by Ogilvy New York, the campaign is a visual and conceptual extension of Coca-Cola’s ambitious “World Without Waste” strategy. It seeks to raise awareness about the recyclability of its products while reinforcing the company's commitment to sustainable practices.


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Central to the campaign is a series of visually arresting advertisements, in which crushed Coca-Cola cans—often regarded as waste—are reimagined into sculptural renditions of the brand’s iconic logo. Rendered predominantly in Coca-Cola’s signature red, the artwork echoes the very process of consumption and disposal, offering a symbolic plea for circularity.

The initiative spanned multiple platforms, including digital out-of-home (DOOH), print, and social media. A short film accompanying the campaign reveals the meticulous creative process behind the imagery: Coke cans were crushed using mechanical presses and vacuums, with the resulting forms digitally manipulated via Photoshop to extract the familiar curves of the logo.

The campaign’s bold blend of artistry and environmental messaging has not gone unnoticed. At the 2024 Cannes Lions International Festival of Creativity, it earned the prestigious Grand Prix in the Print & Publishing category, while also securing a Gold Lion in Outdoor. At the Clio Awards, it received further acclaim, taking home Gold for Art Direction.

“Recycle Me” serves as a timely reminder that even the smallest actions — such as recycling a single can—can contribute meaningfully to global efforts against pollution. In transforming discarded materials into visual art, Coca-Cola offers a compelling narrative: that waste, too, can be a canvas for change.

<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-makers/global-ads-spotlight-how-heinz-reasserted-its-reign-in-the-ketchup-aisle-with-it-has-to-be-heinz-62769.htm">Global Ads Spotlight: How Heinz reasserted its reign in the ketchup aisle with ‘It Has To be Heinz’</a> 


Global Ads Spotlight: How Coca-Cola’s ‘Recycle Me’ campaign turned crushed Cans into a call for sustainability

In many parts of South Asia, unemployment remains a persistent challenge. But it’s not only a question of job availability - it’s also one of accessibility. For countless individuals in remote or underserved areas, the lack of reliable transportation serves as a significant barrier to securing employment. A similar crisis is quietly unfolding in France.

According to recent data, nearly 40 percent of the French population resides in so-called “mobility deserts” - regions where public transportation is sparse or entirely absent. The result is a quiet but pressing dilemma: thousands of job seekers are unable to reach employment opportunities simply because they cannot get there.

Recognizing this, French automaker Renault, in collaboration with the Publicis Conseil agency and the French Public Employment Service, launched a groundbreaking initiative titled “Cars to Work.” The campaign provides free vehicles to individuals who need to attend job interviews or commute to new jobs, particularly during France’s precarious three-month trial employment period.

In France, newly hired workers often face a probationary phase before their contracts are formalized - a time during which they are ineligible for traditional financial services such as bank loans. Without stable income or reliable transit, many are forced to decline job offers altogether. According to campaign data, more than half of unemployed individuals who received job offers declined them due to transportation challenges.


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The “Cars to Work” initiative aims to bridge that gap. Renault offered temporary use of cars to individuals living more than 50 kilometers from their new jobs. Participants were allowed to repay the use of the vehicle only once they had secured full-time employment, reducing immediate financial pressure.

Publicis Conseil’s campaign didn’t merely provide a solution—it exposed a systemic flaw. By revealing that only one in five unemployed individuals living far from urban centers are able to accept a job, the initiative sparked national conversation about mobility, infrastructure, and employment equity.

The project resonated widely, earning the Grand Prix in the Sustainable Development Goals category at the 2024 Cannes Lions International Festival of Creativity. More than an award-winning campaign, “Cars to Work” has become a model for how public-private partnerships can address structural inequality with pragmatic solutions.

At a time when economic instability and job insecurity threaten the future of many, Renault’s initiative serves as a poignant reminder: sometimes, the road to employment begins with a ride.

<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-makers/global-ads-spotlight-how-heinz-reasserted-its-reign-in-the-ketchup-aisle-with-it-has-to-be-heinz-62769.htm">Global Ads Spotlight: How Heinz reasserted its reign in the ketchup aisle with ‘It Has To be Heinz’</a> 


Global Ads Spotlight: When a car can mean a job. How Renault’s ‘Cars to Work’ tackles mobility and unemployment

When Balika Vadhu, a widely watched Indian television drama, premiered in the mid-2000s on Colors TV, it quickly captured the public’s imagination. The show eventually evolved into a celebration of education and empowerment for its young female protagonist, but it began with a stark depiction of child marriage — a practice still entrenched across parts of South Asia.

Today, child marriage remains a pressing issue, particularly in Pakistan, where an estimated 19 million girls are married before the age of 18, according to a 2024 report from the United Nations Children’s Fund (UNICEF). Approximately one in six Pakistani girls enters matrimony in childhood, often forcibly and without consent.

In response to this enduring crisis, UN Women Pakistan launched a campaign that merged art, advocacy, and unsettling reality. Titled #ChildWeddingCards, the initiative asked a poignant question: What would a wedding invitation look like if it were designed by a child bride?

The campaign, developed in collaboration with the creative agency Impact BBDO, featured wedding cards illustrated by young girls from varied socio-economic backgrounds. Each invitation was laced with chilling statistics and stark messaging, forcing the reader to confront the brutal consequences of child marriage.

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The objective was both simple and ambitious: to raise awareness and rally support for legislation establishing 18 as the legal minimum age for marriage in Pakistan. As part of the campaign, UN Women and its partners sent these symbolic invitations directly to policymakers and religious leaders, urging legislative action.

The campaign resonated beyond borders. At the 2024 Cannes Lions International Festival of Creativity, #ChildWeddingCards earned the prestigious Health Grand Prix for Good and a Gold Lion in the Health and Wellness category — a rare feat for a campaign rooted in social justice.

Statistics cited in the initiative were sobering. Nearly 21 percent of brides in Pakistan are underage, and an estimated five million girls have been married before turning 15. Yet it was the deeply human details — the delicate handwriting, the innocent illustrations, the imagined futures interrupted by forced marriage — that lent the campaign its emotional weight.

On March 7, 2023, the Federal Shariat Court of Pakistan issued a landmark ruling: the legal age for marriage must be 18. The decision marked a significant step forward for child rights in the country, bolstering hope for reformers and human rights advocates alike.

While meaningful change in cultural norms and enforcement may still take time, the campaign succeeded in breaking the silence. In doing so, it transformed a symbol of celebration — the wedding card — into a powerful instrument of protest.

<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-in-lebanon-a-dairy-brands-small-jars-help-fill-a-void-left-by-economic-collapse-62498.htm">Global Ads Spotlight: In Lebanon, a dairy brand’s small jars help fill a void left by economic collapse</a> 




Global Ads Spotlight: When a wedding invitation exposes the tragedy of child marriage

Once hailed as the “Switzerland of the Middle East,” Lebanon has spent recent years in economic freefall. Since the 2019 liquidity crisis, unemployment has surged, livelihoods have vanished, and the middle class has all but evaporated. The impact has been especially acute for women. According to United Nations data, female unemployment has soared by 63 percent, leaving many in search of not just income, but purpose.

Yet amid the financial wreckage, an unlikely source of hope has emerged — from the shelves of a supermarket.

In 2024, Puck, a well-known cheese brand owned by Arla Foods and a staple in Middle Eastern kitchens, launched a campaign it called “Selfless Shelves.” The initiative repurposed Puck’s own shelf space inside Carrefour supermarkets across Lebanon to spotlight the work of independent female cooks. Their homemade mouneh — traditional preserved foods that form the backbone of rural pantries — took the place of commercial products, offering these women a rare chance to generate income and regain a sense of agency.

The campaign, developed by FP7 McCann in collaboration with human-first agency Current Global MENAT, documented the journey of five women navigating life amid Lebanon’s prolonged crisis. Through a blend of storytelling and social impact, the effort aimed to show not just how these women survive, but how they continue to nourish their communities with heritage and resilience.

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Mouneh — the age-old custom of preserving produce for leaner months — has become more than a culinary tradition. For many Lebanese women, it is now a lifeline. Items such as makdous (pickled baby eggplants stuffed with walnuts and chili), orange peels, pumpkin jam, za’atar, and the tart spice sumac found space not only on retail shelves, but also on e-commerce platforms, connecting consumers to artisans directly.

Puck did more than offer exposure. It provided its recyclable jars for packaging, space for signatures and personal stories, and a platform for women to share their dreams alongside their goods.

The initiative has not gone unnoticed. “Selfless Shelves” was shortlisted for the prestigious Titanium Lions at the 2024 Cannes Lions International Festival of Creativity. It also won the Grand Prix in three categories at the Dubai Lynx Awards — Creative Commerce, Direct, and Glass: The Award for Change — and earned a Wood Pencil at the D&AD Awards.

More than a marketing campaign, it became a story of quiet defiance — a reminder that in a nation where so much has been lost, acts of care, craft, and solidarity still persist.

In a country still searching for economic stability, the women behind Selfless Shelves are offering more than preserves — they are preserving hope.

<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-michael-ceraves-ultimate-skincare-prank-that-stole-the-super-bowl-thunder-60365.htm">Global Ads Spotlight: Michael CeraVe's ultimate skincare prank that stole the Super Bowl thunder</a>

Global Ads Spotlight: In Lebanon, a dairy brand’s small jars help fill a void left by economic collapse

Every week, brands continue rolling out their spotlight moments to wow us—but let’s be real, not every attempt strikes gold. Some ads make us chuckle, spark a thought, or stick with us well beyond the ball drop, while others… should probably stay in drafts. 

That’s where Storyboard18’s weekly ad reviews step in! We sift through the latest campaigns, calling out the ones that truly shine and those that miss the mark. With our straight-up, zero-fluff approach, you’ll get the real scoop on which ads are worth your attention. Dive into this week’s Mast & Meh to see which ads we gave a thumbs up and which weren’t even worth a yawn!

<strong>Mast</strong>

<strong>Brand</strong>: Colgate India

<strong>Agency</strong>: WPP

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Colgate just pulled off a sparkling stunt with its newest campaign, and honestly, it’s minty-fresh genius. By turning a ragged toothbrush into a mysterious flower — the Indianis Dentris — they didn’t just promote oral hygiene, they created a full-blown botanical buzz. Set in the serene greens of Mumbai’s Botanical Garden and Zoo, the faux flower exhibit had people whipping out their phones, ready to discover a new species. But surprise — this “bloom” was actually your neglected, overworked toothbrush in disguise. Macro shots so detailed, even Mother Nature would've been fooled. This campaign is proof that sometimes, the most powerful ads don’t scream — they whisper in your bathroom. 

<strong>Meh</strong>

<strong>Brand</strong>: Cotton King

<strong>Agency</strong>: ADbhoot

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If you’ve ever wondered what it’s like to vacation inside a soap opera directed by a hyperactive travel agent, CottonKing’s “Holiday Vibes” campaign has the answer—and unfortunately, it’s not the escape you were looking for. The campaign wants to be carefree and energetic, but ends up feeling like a parody of what young people think “fun” is. The “Vibe Hai” hook is catchy, sure—but it's used with the subtlety of a foghorn. After the fifth shout, you start wondering if you're watching a fashion ad or a jingle audition for a soft drink. Credit where it’s due: the collection does look comfortable. But the ad’s execution? Less holiday, more headache. Next time, CottonKing, maybe drop the opera and just let the clothes do the talking.

<strong>Mast</strong>

<strong>Brand</strong>: Leibherr

<strong>Agency</strong>: Rediffusion

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Liebherr’s campaign smartly highlights how modern features can make daily kitchen tasks smoother. With Neena Gupta leading the way, the brand adds a relatable, human touch to its advanced technology. From 'Hands-Free Opening' to the clever 'Hot to Cool' feature, the films showcase practical innovations without overcomplicating things. The light, easygoing saas-bahu dynamic adds a familiar charm without trying too hard. All in all, the campaign keeps it simple and effective—clever product storytelling backed by a strong, likeable face.

<strong>Meh</strong>

<strong>Brand</strong>: Mamaearth

<strong>Agency</strong>: Steve Priya

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Mamaearth’s new mosquito repellent ad featuring Shilpa Shetty aims for warmth and reassurance but ends up feeling a little too polished and predictable. The mother-child bond is sweet, but the storytelling leans heavily on well-worn tropes rather than bringing anything fresh to the table. Shilpa looks great, of course, but the scenes feel more curated than candid. For a product that’s meant to tackle an everyday parenting hassle, the ad could’ve used a touch more realism and a little less gloss. Yes, the natural ingredients and 12-hour protection are great points—but they’re hammered in without much creativity. All in all, the message is clear, but the delivery lacks spark.

<strong>Mast</strong>

<strong>Brand</strong>: Kingfisher

<strong>Agency</strong>: Ogilvy

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Kingfisher Premium Packaged Drinking Water’s latest campaign brings a fresh spin to its iconic “Oo La La” jingle, and it works. Featuring players from Lucknow Super Giants and Sunrisers Hyderabad, the brand films smartly blend cricket and music—two crowd-pullers in India—to deliver a lively, upbeat message. Created by Ogilvy, the campaign feels current without losing the brand’s signature “Good Times” vibe. Whether it's a casual hangout turning into a spontaneous dance moment or a laid-back poolside scene gaining momentum, the execution is tight and visually engaging. The updated jingle, paired with performances by Bharg, Lothika, Paal Dabba, and Sickflip, gives the campaign a nice lift. It doesn’t try too hard, and that’s its strength—simple, catchy, and on-brand.

<strong>Meh</strong>

<strong>Brand</strong>: CashKaro

<strong>Agency</strong>: Inhouse

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CashKaro’s latest campaign dazzles with its Ghibli-inspired animation—a true feast for the eyes. The hand-drawn style is undeniably charming, drawing you into a whimsical world of vibrant visuals. However, when the spectacle fades, the core message feels a bit undercooked. While the ad boldly proclaims “Coins Are All Bakwas,” it ends up stretching a simple idea over an elaborate canvas. The point is clear—real cashback is better than confusing coin-based systems—but the storytelling doesn’t quite build the momentum needed to make a lasting impression. In short, it’s a stylish ad that captivates visually, yet leaves you wanting a bit more depth in its punchy promise.

<strong>Mast</strong>

<strong>Brand</strong>: Amazon Prime Video

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Amazon Prime’s latest campaign has us laughing out loud, thanks to a star-studded lineup of influencers and celebs like Sunil Shetty, MC Stan, Rajpal Yadav, and Dharnaa! The video plays out a hilarious family debate about what to watch, with each member tossing around vague references like ‘that actor’ and ‘that scene.’ The best part? The Amazon Prime feature magically nails the exact movie or show every time—no more endless scrolling! It’s all fun and games... until you realize it’s an April Fool’s prank! This clever twist shows Amazon Prime’s knack for mixing humour with tech, and leaves us eagerly waiting to see what they’ll come up with next.

<strong>Meh</strong>

<strong>Brand</strong>: Myntra

<strong>Agency</strong>: Inhouse

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Myntra’s 'Fashion With Caution' campaign is like a runway disaster – with a side of forced humor. Ranbir Kapoor and Triptii Dimri’s 'apology' for their bold fashion choices feels less like a witty nod to fashion risks and more like a cringe-worthy attempt at humor. Sure, we get the joke about standing out, but the situations (accidental celebrity stardom and intimidating your boss) fall flat faster than a pair of stiletto heels after a 12-hour day. Myntra might be on-point with its trendy picks, but this campaign? Not quite the showstopper it hopes to be.

Mast & Meh: Colgate, Cotton King, Leibherr - which one would you watch on loop?

Super Bowl 2024 wasn’t just about touchdowns and commercials; it was about making history. 

Verizon managed to turn its usual pitch for reliable mobile coverage into a spectacle that even Queen Bey herself couldn’t resist crashing. 

With a genius partnership between Verizon, Beyoncé, and Ogilvy, the ad turned the brand’s “Can’t B Broken” campaign into a viral event that proved that when you can’t break the network, you break the internet instead.

The idea? Simple. Verizon’s network is strong enough to handle anyone. 

Enter Beyoncé, armed with a list of progressively ridiculous ways to break the unbreakable — from launching a lemonade stand to dropping a surprise jazz album. 

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The ad's narrative ramps up to pure chaos, with Bey even trying to run for “Beyoncé of the United States” and perform a concert in space. Naturally, her stunts only build on the ad’s theme, creating a larger-than-life spectacle that felt truly... Beyoncé.

The numbers? Absolutely staggering. The campaign pulled in 29 billion impressions and dominated conversations, accounting for one-third of all Super Bowl 2024 ad chatter. 

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Verizon saw a 35% increase in sign-ups, proving once again that combining star power with a clever message can yield significant returns.

But this wasn’t just a win in numbers; it earned accolades, too. 

The campaign bagged a Gold Lion, a Bronze Lion, and four shortlists, cementing its place as one of the top contenders in the global advertising space for 2024.

And then, of course, there’s the real kicker — the tie-in with Beyoncé’s Renaissance: Act II, which she teasingly dropped after the commercial aired. 

Within days, the new single “Texas Hold ‘Em” racked up 30 million streams, and Queen Bey made history as the first Black woman to top the country charts.

<strong>Why it worked?</strong>

It was not just a commercial; it was a cultural event that fused product marketing with celebrity mystique. By showcasing the sheer creativity and chaos of what happens when the world’s most famous pop star takes on your brand’s identity, Verizon found a way to turn their typical service pitch into a global celebration.

So, what’s the takeaway here? Don’t just show your product — show how it fits into the world of your audience, especially if that audience is willing to follow Beyoncé into space.

The bar for Super Bowl ads? It’s officially been raised — and it has Beyoncé's name on it.

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-orange-kicks-gender-bias-to-the-curb-with-game-changing-womens-football-campaign-60133.htm">Global Ads Spotlight: Orange kicks gender bias to the curb with game-changing "WoMen's Football" campaign</a>

MAST AND MEH