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Music/Sports

Beats by Dre Horses Around 

The quest to find the perfect racehorse powers a 7-minute film from Beats by Dre. Buffalo Bills quarterback Josh Allen and Formula One racer Daniel Ricciardo star. Agency Miramar developed the campaign.

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Tech

Samsung Says: ‘Unfold Your Moment’

Samsung puts life’s brief but indispensible moments in the picture, hyping its latest Galaxy phones. “We found that, despite all of the catastrophizing narratives out there, young people actually want to feel more connected to the people around them,” says Francesco Grandi, CCO of Ogilvy Canada, which led creative development. “They want technology to work better, and almost get out of the way faster. That’s why our work shows how you can get a bit closer to those close to you—if only for a moment.”

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Finance

Money Mart Checks In With Silly Scenarios

Hard Work Club packs silliness and sight gags into fresh spots for Money Mart, hyping the company’s installment loans, cash advance and other services. “Our aim is to drive effectiveness by being distinct, to look unlike anyone else in the financial services category,” says agency ECD Meghan Kraemer. “We wanted to craft a stylized and unique brand world, to really challenge how Canadians thought.”

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Telecom

Hear Me Now: Verizon Refreshes Brand

There’s something old and something new at Verizon these days. The telecom giant is reviving its “Can You Hear Me Now?” line (for one ad, at least) while sprucing up its brand identity. Mike Morgan, a real Verizon engineer, plays the “Test Guy” in Ogilvy N.Y.’s commercial below. But a stylized letter “V” is the real star. 

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Music 

Bud Light x Post Malone = ‘A Night in Nashville’

First, Beyoncé went country. Now, Post Malone’s got a C&W-flavored album in the works. And he’s teamed up with Bud Light for an intimate one-night-only Nashville event on July 16 to preview tunes from the release.

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Grocery

Ben & Jerry’s Challenges Fans: ‘Make Some Motherchunkin’ Change!’

Can ice cream nudge folks toward social activism? Ben & Jerry’s, well known for its commitment to progressive causes, sure thinks so. “We want to inspire everyday people who want to drive meaningful progress in their communities to take action,” says Doug Cameron, creative and strategy chief at DCX, which developed the campaign. Video, billboards and social media are in the mix.

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Lottery

Minnesota Lottery Floats Jaws-Themed Commercial

The client goes back in the water for a Jaws tribute from the Betty agency. Every year, as summer approaches, brands of all stripes pay homage to the 1975 blockbuster. Here, we get riffs on the shark flick’s iconic music and beach panic scenes. The work touts a new scratch game.

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Grocery

‘Savor the Start,’ Says Purely Elizabeth

Small choices—like picking Purely Elizabeth cereals and granola for breakfast—can yield surprisingly big outcomes. Such is the stuff of fresh work from TDA Boulder. “While many brands focus on the end results, Purely Elizabeth’s new campaign shifts the focus to the power of beginnings in a fun and memorable way,” says agency creative director Maru Bernal.

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Financial

PNC, Scott Dixon Put Boredom Before Brilliance

IndyCar racing’s so darn boring these days! Not really. But six-time champ Scott Dixon stars in the first installment of PNC Bank’s “Boring Before Brilliance” doc-style video series. “Society is all about celebrating brilliance: the wins, the success, the fame. But millions of boring moments are what make the brilliant ones possible,” says James Bray, ECD at Arnold Worldwide. “Working in collaboration with DLP Media, we were able to capture these fascinating nuances on film. And for Scott Dixon, speed is definitely in the details.”

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Sports

Caitlin Clark Reflects for ESPN x State Farm

Everyone’s fave hoops star gazes into a mirror and receives encouragement from her much younger self in a campaign that also features Kamilla Cardoso and Kiki Rice. The work from Zambezi’s FIN Studios plugs Full Court Press, an ESPN+ series about the three athletes, which State Farm sponsors. Aimee Hoffman directed.

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Apparel

SAXX Returns With a New Bag of Tricks

The Canadian underwear brand slings more ballsy humor via Quality Meats. The work seeks to generate bounce in the U.S. “The goal is to make more guys, and those who love them, question their underwear habits, and realize that both they, and their balls, deserve better,” says brand marketing VP Shawna Olsten.

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Gaming

Toyota Dealers Hit the Road With 8-Bit Video Game

Seeking to up its game with nostalgia-obsessed twentysomething consumers, the Northern California Toyota Dealers and agency H/L have introduced a throwback 8-bit experience. “The game touches on GenZ and Millennials’ interests in nostalgia, traveling, and the stunning NorCal landscape, connecting with young buyers’ lifestyles,” the association says.

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Finance

Blackstone’s All About ‘Making the Connection’

In stylish commercials that eschew data-center cliches, asset management firm Blackstone illustrates how spotting broader trends helps it identify connections that bolster the enterprise. Goodby Silverstein & Partners, Man vs Machine, FundamentalCo and Bully Pulpit developed the campaign.

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Music

Luke Grimes Stars for Carhartt

Apparel maker Carhartt explores the work ethic and global rise of actor/singer Luke Grimes in a 5-minute film called “Setting the Stage.” Anomaly and Stept Studios collaborated on the project. “When I thought about doing a collaboration with a brand, Carhartt was the first company that came to mind because of what they’re about and who it’s for,” Grimes says in press materials. “I grew up in Dayton, Ohio, and one of the first jobs I ever had was working concrete. I still have this blue-collar way of approaching things—the get-it-done attitude and taking pride in what you do.”

TikTok is known for its myriad trends and subcultures. Many of these involve music. Recently, a trend has emerged where DJs are taking funny, popular TikTok sounds and remixing them into their live sets.

This phenomenon isn’t just about riding the wave of social media—it’s a calculated move that resonates deeply with zillennial audiences.

Here’s my POV on why DJs are increasingly incorporating these viral sounds into their performances.

Shared Experiences and Cultural References

TikTok has become a massive cultural hub, where memes spread like wildfire, creating a shared experience among users. When DJs remix these familiar sounds, they tap into a collective reference that immediately connects with the audience, giving them the urge to sing along, dance or even create their own TikTok videos right there at the venue.

Imagine being at a live set and suddenly hearing the iconic “I’m looking for a man in finance” sound. The crowd instantly recognizes it, producing a moment where worlds collide. This generates unity and excitement, making the performance memorable.

@norellb Help her find her man!!! @Girl On Couch @LOUD LUXURY #finance #brooklynmirage #foryou #foryoupage #dj #newyork #loudluxury #fypage #remix #summer2024 #edm #nobu #johnsummit #looking ♬ original sound – Norell Catherine

Opportunity for Participation

TikTok encourages users to participate by creating their own videos using popular sounds. So, DJs who post their remixes to the platform make just as many waves as they do with live performances.

Examples include Malibu Babie’s remix of the “man in finance” song and Tima Page’s mix of it with G6. Some creators take it further and do mashups with multiple popular TikTok sounds. For instance, DJ L BEATS’ “I’m looking for a man in finance” x Cher’s iconic “I am rich man” quote.

@dj.lbeats Replying to @Theresa ugh I love these #maninfinance #cher #iamarichman #maneater #mashup #dj ♬ Man in Finance x I am a rich man by L BEATS – DJ L BEATS

Leaning into Gen Z’s Absurd Humor

Gen Z is known for its unique brand of humor—one that often leans towards the absurd and chaotic. TikTok is a treasure trove of such comedy, with sounds and memes that are quirky, unexpected and sometimes downright bizarre.

DJs who remix these sounds are tapping into chaotic energy, creating an atmosphere that feels spontaneous, fun and made for social. This kind of humor is part of what makes their performances super-shareable.

For example, with TikTokers obsessing over the “Pookie is looking amazing tonight” videos, LOUD LUXURY took one of Pookie’s most popular clips and seamlessly integrated the sound into a beat drop. This absurd energy is what has people saying, “I’d pay however much money to see this live.”

@loudluxury OUR RETURN TO BROOKLYN MIRAGE IS ON SALE NOW ? not sure if we’ll play this tho… #pookie #jet #remix ♬ original sound – LOUD LUXURY

The trend of DJs remixing popular TikTok sounds into their sets is a fun and sometimes frantic intersection of culture and music. By doing so, DJs create performances that are not only entertaining but also deeply engaging.

So next time you’re at a live set and hear a familiar TikTok sound, get ready to join. It’s all part of the show!

---

Telecom

Hear Me Now: Verizon Refreshes Brand

There’s something old and something new at Verizon these days. The telecom giant is reviving its “Can You Hear Me Now?” line (for one ad, at least) while sprucing up its brand identity. Mike Morgan, a real Verizon engineer, plays the “Test Guy” in Ogilvy N.Y.’s commercial below. But a stylized letter “V” is the real star. 

---

Music 

Bud Light x Post Malone = ‘A Night in Nashville’

First, Beyoncé went country. Now, Post Malone’s got a C&W-flavored album in the works. And he’s teamed up with Bud Light for an intimate one-night-only Nashville event on July 16 to preview tunes from the release.

---

Grocery

Ben & Jerry’s Challenges Fans: ‘Make Some Motherchunkin’ Change!’

Can ice cream nudge folks toward social activism? Ben & Jerry’s, well known for its commitment to progressive causes, sure thinks so. “We want to inspire everyday people who want to drive meaningful progress in their communities to take action,” says Doug Cameron, creative and strategy chief at DCX, which developed the campaign. Video, billboards and social media are in the mix.

---

Lottery

Minnesota Lottery Floats Jaws-Themed Commercial

The client goes back in the water for a Jaws tribute from the Betty agency. Every year, as summer approaches, brands of all stripes pay homage to the 1975 blockbuster. Here, we get riffs on the shark flick’s iconic music and beach panic scenes. The work touts a new scratch game.

---

Grocery

‘Savor the Start,’ Says Purely Elizabeth

Small choices—like picking Purely Elizabeth cereals and granola for breakfast—can yield surprisingly big outcomes. Such is the stuff of fresh work from TDA Boulder. “While many brands focus on the end results, Purely Elizabeth’s new campaign shifts the focus to the power of beginnings in a fun and memorable way,” says agency creative director Maru Bernal.

---

Financial

PNC, Scott Dixon Put Boredom Before Brilliance

IndyCar racing’s so darn boring these days! Not really. But six-time champ Scott Dixon stars in the first installment of PNC Bank’s “Boring Before Brilliance” doc-style video series. “Society is all about celebrating brilliance: the wins, the success, the fame. But millions of boring moments are what make the brilliant ones possible,” says James Bray, ECD at Arnold Worldwide. “Working in collaboration with DLP Media, we were able to capture these fascinating nuances on film. And for Scott Dixon, speed is definitely in the details.”

---

Sports

Caitlin Clark Reflects for ESPN x State Farm

Everyone’s fave hoops star gazes into a mirror and receives encouragement from her much younger self in a campaign that also features Kamilla Cardoso and Kiki Rice. The work from Zambezi’s FIN Studios plugs Full Court Press, an ESPN+ series about the three athletes, which State Farm sponsors. Aimee Hoffman directed.

---

Apparel

SAXX Returns With a New Bag of Tricks

The Canadian underwear brand slings more ballsy humor via Quality Meats. The work seeks to generate bounce in the U.S. “The goal is to make more guys, and those who love them, question their underwear habits, and realize that both they, and their balls, deserve better,” says brand marketing VP Shawna Olsten.

---

Gaming

Toyota Dealers Hit the Road With 8-Bit Video Game

Seeking to up its game with nostalgia-obsessed twentysomething consumers, the Northern California Toyota Dealers and agency H/L have introduced a throwback 8-bit experience. “The game touches on GenZ and Millennials’ interests in nostalgia, traveling, and the stunning NorCal landscape, connecting with young buyers’ lifestyles,” the association says.

---

Finance

Blackstone’s All About ‘Making the Connection’

In stylish commercials that eschew data-center cliches, asset management firm Blackstone illustrates how spotting broader trends helps it identify connections that bolster the enterprise. Goodby Silverstein & Partners, Man vs Machine, FundamentalCo and Bully Pulpit developed the campaign.

---

Music

Luke Grimes Stars for Carhartt

Apparel maker Carhartt explores the work ethic and global rise of actor/singer Luke Grimes in a 5-minute film called “Setting the Stage.” Anomaly and Stept Studios collaborated on the project. “When I thought about doing a collaboration with a brand, Carhartt was the first company that came to mind because of what they’re about and who it’s for,” Grimes says in press materials. “I grew up in Dayton, Ohio, and one of the first jobs I ever had was working concrete. I still have this blue-collar way of approaching things—the get-it-done attitude and taking pride in what you do.”

---

Telecom

Swedish Phone Company Vimla and BBDO Bring the ‘Good Vibrations’

Sweden’s Vimla tries to shake up the phone category in ’90s-style ads from BBDO Nordics. “Vimla wanted to create a visual world that incorporate the brand’s good vibrations and relaxed approach,” says agency art director Isaac Bonnier. “We opted for a concept that could stand on its own without a lot of text or voiceovers. The films speak for themselves. It felt important for us to create something that really stands out.”

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Health

Everything Causes Hair Loss. Everything!

Do babies, sushi, deodorants and binge-watching accelerate hair loss? We learn the truth in Mischief’s cute campaign for Nutrafol, a hair-growth supplement. “Creatively, we wanted to tap into that eyebrow-raising moment,” says agency ACD Tanner Thompson. “The goal was creating something that really draws you in, sparks your curiosity, and leaves you asking the question: ‘Hold on, what does this have to do with my hair?'”

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Grocery

Want Some Coffee Mate, Mate?

G’day! Coffee Mate enjoys some Aussie-accented fun in fast-talkin’ commercials directed by Terri Timely through Soft Citizen. “We wanted to play with how Coffee Mate communicates both its creamy, indulgent quality and that sweet brand recognition they’ve worked so hard to achieve,” says Joel Holtby, co-CCO at Courage, which helped develop the campaign.

Health

Ritual Vitamins Goes Beyond Transparency

Ritual Vitamins tapped Giant Spoon to create “Trace Like a Motherf*cker,” directed by Kate Jean Hollowell. It goes beyond transparency, revealing that the brand’s ingredients can be tracked and explaining why they’re present. In the spot below, a potty-mouth mom won’t put anything in her body unless she knows where’s it’s from and why she needs it.

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Financial

PNC Gets ‘Brilliantly Boring’ These Days

Arnold Worldwide launched a fresh campaign for PNC Bank with “Brilliantly Boring” as the theme. Ads stress stability, pragmatism, consistency and trustworthiness. They’re not boring. But the bank is. In a good way. Silicon Valley actor Chris Diamantopoulos stars.

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Apparel

Does Comedy Suit Men’s Wearhouse?

Party Land dresses Men’s Wearhouse in goofy comic stylings through a frenetic campaign. Clothes make the bro, whose apparel changes and adventures become intertwined. It’s pretty silly. Hannah Levy directed.

The U.S. Senate could soon decide TikTok’s fate following last week’s vote in the House of Representatives that would effectively ban the app from operating on these shores.

On one side, some lawmakers argue that TikTok’s Chinese ownership poses a national security risk. Others say such concerns are trumped by the need to foster free speech and support content creators who make their living (or run side hustles) via the app.

There’s a lot at stake. In fact, banning the app could trigger a domino effect of epic proportions.

TikTok is valued at $50 billion, hit 1.92 billion users in 2023 and is expected to reach 2 billion by the end of this year. The app that “inspires creativity and sparks joy” serves as a platform for over 150 million Americans to grow their business and contributed $24 billion to the U.S. economy in 2023.

Notably, the venue has served as a platform for music discovery. According to a 2021 study, 75 percent of users said they discovered new artists through TikTok. Also, 63 percent of users heard new music for the first time on the app. In 2023, it partnered with Billboard to launch the weekly TikTok Billboard Top 50.

TikTok provided a much-needed distraction during the height of the Covid-19 pandemic, with over 100 million users engaged through lockdowns. And while the app didn’t invent the “internet challenge,” it made them a phenomenon.

These challenges, both wholesome and horrible, plus the duet feature, brought people together. And while the “Blinding Lights” dance challenge will make your day (courtesy of The McFarlands), others, including “Blackout,” “Milk Crate” and “NyQuil Chicken,” made headlines for all the wrong reasons.

It’s hard to believe we’ve all been chasing the elusive, ever-changing social media algorithm since Facebook rolled out its News Feed in 2006, yet TikTok is credited with bringing the “For You” page to the masses. Twitter/X added “For You” as a toggle with “Following” just last year.

Earlier this month, I came across @destroynectar’s viral tweet/post asking, “What video is the reason they shouldn’t ban TikTok?” The thread, which has been viewed 521 million times, serves as a curated collection of fan favorites. It’s where you’ll learn that kids pranking their parents with news that their favorite artist has died is a thing.

In the event of a shutdown, Meta (owner of Instagram) will likely see a tremendous boost in users migrating over to create content for Instagram Reels (itself inspired by TikTok’s short-form vertical videos). But that’s a boost that Adam Mosseri, head of Instagram, isn’t necessarily rooting for. 

In 2020, the Trump administration issued an executive order that could have banned TikTok in the U.S. At the time, IG argued that any short-term benefit that Instagram would see from a potential TikTok ban is “greatly outweighed by the risks of a fragmented internet.”

It’s amazing how quickly the app’s woven itself into the fabric of daily life and digital commerce.

Should the feds pull the plug, the web won’t unravel. But for better or worse, TikTok is a vital part of the cultural fabric. Without the platform, a wealth of pastimes, experiences and business ventures will never be the same.

For those of you keeping track, it’s been 12 years since we last saw Fruit of the Loom’s “Fruit People” in advertising. Not only is the wait over, but Apple, Leaf, Green Grape and Purple Grape have joined TikTok, ripe for Gen Z eyeballs.

The social campaign, from GSD&M, adds another player to the salad: Fruit of the Loom’s chief TikToker, whose job is to go viral with the team while showing how the characters interact in workplace scenarios.

@fruitoftheloom time to go viral – pls help #thefruitpeople #fruitoftheloom #workinsocial #chieftiktoker ♬ original sound – Fruit of the Loom

“Fruit of the Loom is always looking to brighten our customers’ days and our social media content is one of the ways we get creative and have fun with our brand,” says Bryse Yonts, director of brand communications for Fruit of the Loom. “We’ve recently used legacy elements such as our logo in content, but reinvented for a modern audience, and our followers have loved it. So, we can’t wait to introduce the ‘Fruit People’ to a new set of fans.”

The brand wants to connect with a younger demographic, and the Fruit People will return via Instagram Reels as well as TikTok. We’ll get a series of humorous videos that channel social media trends and riff on IRL scenarios, like return-to-the-office policies.

@fruitoftheloom hey tiktok ? this is how we office #thefruitpeople #corporatetiktok #9to5 #backtooffice #rto #fruitoftheloom ♬ original sound – Fruit of the Loom

“Fruit of the Loom has been making people look and feel good throughout our history and many customers who have shopped with us over the past several decades know and love us for our brand heritage,” Yonts says. “We want to bring Fruit of the Loom into its next chapter by taking the best parts of our past and reshaping them for this next generation.”