Zendaya and a troupe of dancers dazzle in “Dream Together,” celebrating movement and sports with a stylized :60 set on a running track and directed by choreographer C. Prinz through Smuggler.

The Swiss sportswear brand treats us cascading bodies in motion, an exhilarating experience befitting On’s standing as a sneaker du jour for Gen Z.

If Busby Berkeley were alive today … he’d be 128 years old. And he’d surely applaud the creative approach.

“I owe so much to the people around me for getting me to where I am and this film recognizes and appreciates those who support and uplift us every day,” Zendaya says in campaign materials. “I think this feeling of collaboration and inclusiveness shines through in what we’ve created.”

Dropping worldwide today, the film kicks off a multiyear collaboration with Zendaya. The actress and fashion icon makes a fine fit for the brand. Both appeal to the same youthful audience, and they’re trending in a positive way.

Plus, the video does well to focus on a vibe rather than bogging down with shots and descriptions of kicks. On runs in the space between style and performance. “Dream Together” reflects that reality and tosses in some affirmative feels to boot.

“We’ve been massive admirers of Zendaya’s ability to inspire a generation and dream big,” says On co-founder David Allemann. “We can’t think of a better partner to help us grow, evolve and connect with people around the world than Zendaya. This film is the beginning of more stories to come and we are eager to bring in new and distinctive voices alongside Zendaya to continue our mission to dream together.”

“People find it odd that we don’t name our products,” one ad  says. “We tried it once. But scientists are terrible copywriters. So we stuck with Hyaluronic Acid.”

Another reads: “Someone said working with celebrities would be good for our brand. But we couldn’t find one with a degree in biochemistry.”

Uncommon says its creative approach “represents the brand’s latest step towards changing the perception of the beauty industry by offering a voice of transparency.”

The text and intriguing use of negative space “speak to the brand’s philosophy of science over celebrity and marketing claims.”

The work begins breaking this week across North America and the U.K.

Uncommon’s become adland’s OOH darling of late, with other notable campaigns for MSI (cram-jammed with words), British Airways and Hiscox.

Oberland developed the quirky, likable approach, and BJK aces her performance.

Of course, King’s cultural bona fides are exemplary, ranging from the famous 1973 “Battle of the Sexes” vs. Bobby Riggs to her fight for women’s tennis reforms. It’s inspiring to see her take a swing at hot-button issues here in 2024.

For this campaign, e.l.f notes recent surveys showing that women make up 27 percent of corporate boards, which are on average 88 percent white.

The company describes its own board numbers—⅔ women and ⅓ diverse—as “a big step in the right direction.” Still, outreach is needed because “most people aren’t aware that there is so little equity in seats of decision-making.”

It’s been said that love is strange. This faux rom-com, “The One Under the Sun,” directed by Erin Murray of production studio Florence, serves as a prime example.

A young woman falls head over heels for CeraVe Facial Moisturizing SPF 30 after being introduced to the lotion by a dermatologist.

Developed by 72andSunny, the work follows CeraVe’s mega-popular Super Bowl commercial starring Michael Cera. (That spot, from Ogilvy North America, won the Super Clio as this year’s best Big Game commercial.)

“The One Under the Sun” will run in movie theaters and online, supported by posts from CeraVe’s board-certified dermatologist influencers—aka “Dermfluencers”—on TikTok and Instagram.

Here, Adam Kornblum—SVP, global head of digital marketing for CeraVe—delves into the thinking behind the parody.

Why did you go with the rom-com approach? 

More and more consumers, especially Gen Z, are skipping ads when they have the choice. So, we set out to hack traditional advertising by disguising a CeraVe ad as entertaining content. We created “The One Under the Sun” to blur the lines and connect with our target audience in a new way.

How did you balance making a parody while also selling your product?

When tackling the script, authenticity was key. We delved into the classic tropes of the genre while also infusing it with a modern twist. One of the primary strategies we employed was tapping into the cultural fascination with matchmaking and reality dating shows, which provided a rich backdrop for our narrative.

One of the central themes revolves around the “perfect match.” We integrated double entendres throughout the script, drawing parallels between the search for an ideal romantic partner and the quest for the perfect SPF.

By juxtaposing these two seemingly unrelated concepts, we were able to create a narrative that was both amusing and thought-provoking.

What did the trailer’s director bring to the project? 

By blending her two passions—dance [Murray is also a choreographer] and narrative filmmaking—Erin was able to create humorous, engaging and movement-driven work that added an extra layer of depth and emotion. Her intuitive understanding of rhythm and composition enriched the overall experience.

I could picture any of the actors in this trailer in a real Netflix rom-com. Everyone was so committed. How did you find your cast?

Our lead matchmaker was a no-brainer. Dr. Wallace Nozile, one of our trusted CeraVe board-certified dermatologists, was the perfect matchmaker for our rom-com spoof.

Olivia Bagg, portraying Sarah, our leading lady, was chosen for her funny and relatable qualities. She embodies the perfect imperfect girl, avoiding clichés. Brandon Delsid and Jack De Sanz star as Olivia’s quick-witted, real-talking best friends.

We originally set out to cast only one actor [to play Olivia’s best friend], but we couldn’t pass up both talents. They were simply too funny to work with only one. 

Serena Williams, renowned for her unparalleled triumphs on the tennis court, has once again volleyed her way into the limelight with a new venture. The multifaceted entrepreneur, athlete, mom and cultural icon just unveiled WYN Beauty, a makeup line that emphasizes empowerment and inclusivity.

To say that this feels like a stroke of creative genius would be an understatement. Yes, I might be a little biased as Williams (my friend Serena, in my head) is a personal hero to me and millions of women across the globe. But that aside, there’s something truly special about the way Serena approaches marketing.

Williams could have chosen any beauty house to launch a makeup line, but she collaborated with The Good Glamm Group, one of Asia’s largest platforms dedicated to supporting and accelerating mom micro-entrepreneurs.

The brand also has diversity at its core with a range of 35 foundation shades and a health-focused mission to “support organizations that provide necessary maternal care services to mothers and their communities.” These elements reflect the challenges Williams faced when searching for cosmetics to compliment her skin tone and navigating the trauma of a life-threatening childbirth experience. 

By selecting a partner with values that mirror her own and creating a brand that pulls from her life journey, Williams is making a statement about the kind of world she wants to see. It’s one where women from all walks of life are empowered to chase their dreams and succeed on their own terms.

Her beauty brand is a reflection of who she is and her unwavering commitment to authenticity and inclusivity. She’s not just selling makeup; she’s using her platform to uplift and empower women everywhere. WYN Beauty is also a manifestation of what Williams is—a winner—exactly what she’s inspired other women to be in their own right.

Standing out in a crowded marketplace like beauty is hard. But Williams has already shown she can slice through the noise and resonate with consumers by being true to who she is.

Creatives and marketers everywhere should be taking notes.

Not every product can have the power of Williams behind it. But aligning with purpose-driven partners can potentially elevate a brand from being just another contender to a source of real inspiration.

In a bold move that merges nostalgia with the contemporary zeitgeist, Gap’s spring campaign featuring Tyla has ignited a wave of excitement across the internet reminiscent of the brand’s ’90s heyday.

With its reimagining of “Back on 74,” a video from British band Jungle that inspired a global TikTok dance craze, Gap has not only reprised its past, but also foreshadowed its future, capturing the essence of cool in a single campaign.

@gap Introducing #Linenmoves. @Jungle4eva’s worldwide hit “Back on 74” re-imagined with @Tyla. Featuring brand new choreography by @ShayLatukolan. Celebrating the moves that unite us. For individuals who make every move their own. #backon74 #junglebackon74 #backon74? #backon74edit #shaylatukolanchoreography ♬ Jungle Back On 74 – gap

What makes this work stand out (and a standout!) is its ability to transport us back to a time when Gap was more than just a brand—it was a cultural touchstone.

The familiarity of the A-list-led music video taps into our collective consciousness, evoking fond memories of an era when every celebrity wanted to be in a Gap commercial, and the gifting season didn’t begin until the brand released its annual holiday commercial.

But this work still feels fresh, new and forward leaning. That may be because the brand didn’t settle for nostalgia. Instead, it embraced innovation and creativity to redefine its place in today’s cultural landscape.

In addition to featuring Jungle and Tyla, Gap tapped Charlie Di Placido and J Lloyd, who co-directed the original “Back on 74” clip, and choreographer Shay Latukolan, who created the iconic dance.

As marketers and content creators, we can parse lessons from Gap’s campaign, including the potential for blending nostalgia with innovation and leveraging partnerships with creatives to breathe new life into established brands.

What’s old can be new again—and cool again, too.

Lil Nas X is as real as it gets. Imma, not so much.

The music star and virtual influencer dive through the looking-glass with other human celebs for Coach’s spring collection campaign set in a colorful CGI universe.

This approach embraces an increasingly blurred line between physical and digital worlds. Notably, it gives Imma—a pixelated marketing powerhouse—equal billing with living, breathing endorsers. In the cyber realm, among young adults, she’s a bankable draw.

Agency Marcel, director Vallée Duhamel and photographer/art director Charlie Engman led creative development. The work also features Camila Mendes, Youngji Lee, Kōki and Wu Jinyan.

Imma meets each, beginning with Lil Nas, in separate spots, and tries to learn their “superpowers.” The X man teaches her to rewrite rules and play by her own game.

“Envisioning Spring, I was inspired to explore the archetypes of American style and the codes that define Coach’s legacy through the point-of-view of today’s generation,” says Coach creative director Stuart Vevers. “‘Find Your Courage’ expresses the feeling I wanted for the collection, where our heritage is the foundation for exciting new possibilities for self-expression.”

Does exploring notions of courage feel a tad haughty for a maker of snazzy bags and purses? For some, perhaps. Then again, we are what we wear—and how we choose to accessorize says a lot.

It’s a lively fusion of realities, a brand-boosting meeting of worlds that feels natural here in 2024 and should only accelerate in the short term.

Thankfully, living talent still fuels and adds dimension to such initiatives. For now.

“Lil Nas was amazing while interacting with a virtual character,” Marcel global creative director Remy Aboukrat tells Muse. “Maybe because he is embracing his different personalities—the one he is in real life and the one he is online. This is also the meaning of this piece: showing our audience that it’s ok to be both until you’re true to yourself.”

As for Imma, she represents “the perfect ambassador to tell this story because she is challenging the notion of what we consider ‘real’ today,” says Coach Global CMO and N.A. president Sandeep Seth. “Her journey in our campaign takes us into a new world that pushes the boundaries of self-expression and inspires us along the way.”

More spots will roll out through May.

The only thing missing is a piece of pizza, amirite?

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Ratboot has achieved online fame in the past 48 hours, amassing more than 105 million views. The boots will be up for auction in a few weeks, with proceeds benefitting Mainly Rats Rescue, a nonprofit that finds homes for rehabilitated rats.