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<\/div>\n<\/div>\n<\/div>\n<\/div>\nSHOT MAKERS<\/b>: AD AGE\u2019s Tim Nudd wrote when Nike debuted\u00a0its 2024 Olympic campaign<\/a>\u00a0from 2025 Creative Agency of the Year Wieden+Kennedy last summer, themed\u202f\u201cWinning Isn\u2019t for Everyone,\u201d the ad \u201cimmediately struck a nerve.\u201d The work followed a March earnings call in which then-CEO John Donahoe said Nike\u2019s brand marketing needed to be \u201cbolder and more distinctive.\u201d Wieden+Kennedy would \u201clead that charge creatively\u201d in 2024, helping its longtime client \u201creclaim its swagger with strong craft, a degree of fearlessness and a clear point of view.\u201d W+K \u201ccrafted compelling work with a modern edge across a slew of brands, enjoying arguably its best creative year since 2018.\u201d W+K \u201cmade eye-catching campaigns for two young Nike basketball superstars\u201d in Fever G Caitlin Clark and Spurs C Victor Wembanyama. The Clark work \u201cshows W+K\u2019s knack for helping Nike not just join the sports conversation at key moments but add value to it,\u201d while the Wembanyama work \u201chad its own unique flavor, leaning on media and design.\u201d Another \u201cshiny feather in W+K\u2019s cap\u201d in 2024 was its \u201cDoorDash All the Ads\u201d Super Bowl campaign (AD AGE, 3\/10<\/i><\/a>).<\/p>\n CLEAR EYES, FULL HEARTS<\/b>: Springer in a separate piece wrote with 11 new client wins, seven Super Bowl ads and a 30% increase in revenue, 72andSunny had \u201coutstanding results\u201d in 2024 en route to being named No. 9 on Ad Age\u2019s 2025 Agency A-List. The agency worked with brands such as United Airlines,\u202fBarbie, Activision Blizzard, Venmo and the NFL, and it had a 40% increase in guests to\u202fSport Beach, the Cannes activation 72andSunny \u201cdreamed up\u201d for owner Stagwell in 2023. One campaign for United Airlines was a series of regional Super Bowl ads running in United hub cities in 2024 that starred actor Kyle Chandler, who \u201cdelivered market-tailored pep talks encouraging viewers to book a Super Bowl trip in advance to highlight United\u2019s zero-fee cancellation policy.\u201d The NFL has been a 72andSunny client for seven years. Their work together has \u201cgiven viewers a steady diet of new perspectives on football, including in 2024 the spectacular Super Bowl ad\u202f\u2018Born to Play,\u2019\u202fshot on location in Ghana, and the season-opening \u2018This is Football Country,\u2019 which showed diverse teams playing a variety of football variations, but sharing the same spirit\u201d (AD AGE, 3\/10<\/i><\/a>).<\/p>\n CREAM OF THE CROP<\/b>: AD AGE\u2019s Lindsay Rittenhouse wrote Highdive — No. 4 on the 2025 Agency A-List — has \u201ccome to be known for its large-scale Super Bowl ads,\u201d but the\u202fChicago-based shop is \u201cproving it can make a big splash on much smaller stages.\u201d But that is \u201cnot to say Highdive doesn\u2019t continue to dominate the Big Game.\u201d Highdive was behind this year\u2019s Super Bowl spots for Lay\u2019s\u202fand MSC Cruises. It was also behind a planned in-game commercial\u202ffor State Farm — a follow-up from last year\u2019s ad in which Highdive enlisted Arnold Schwarzenegger, who \u201cstruggled to pronounce the word \u2018neighbor\u2019\u201d — that was canceled due to the L.A. wildfires. Brands considering Super Bowl spots, often for the first time, \u201ccome to Highdive because of its success in this arena.\u201d On the \u201copposite end\u201d of an\u202f$8M Super Bowl buy, the agency said that it utilized \u201ca media budget of precisely zero dollars\u201d to produce a campaign that helped the NHL\u202f\u201cpursue Gen Z fans\u201d (AD AGE, 3\/10<\/i><\/a>).<\/p>\n DRIVING THE NARRATIVE<\/b>: AD AGE\u2019s E.J. Schultz wrote longtime client Anheuser-Busch InBev has \u201cleaned heavily\u201d on Anomaly — No. 3 on the A-List — to \u201chelp it resuscitate Bud Light\u202fwith a renewed focus on humor.\u201d Buffalo Wild Wings, meanwhile, \u201clooked to Anomaly to help it fend off the rising number of brands adding chicken wings to menus\u201d (AD AGE, 3\/10<\/i><\/a>).<\/p>\n COME MONDAY<\/b>: AD AGE\u2019s Ewan Larkin wrote No. 2 on the A-List Mischief\u2019s\u202f\u201cdepth was front and center\u202fat the Super Bowl this year\u201d with Molson Coors\u2019 Coors Light, for which it developed a campaign around \u201ca case of the Mondays.\u201d Over the course of several weeks, the agency ran outdoor, print and social media ads with an \u201cintentional typo — promoting \u2018Mountain cold refershment\u2019 instead of \u2018refreshment,\u2019 developed a gag product and video teaser and rolled out a national Super Bowl spot.\u201d Coors Light and Mischief also \u201chelped people recover on the Monday after the Big Game by releasing 12-packs of Coors Light\u202frebranded as Mondays Light.\u201d The agency has \u201ctaken Tubi from an obscure streamer to one that now commands more than 97 million monthly viewers\u201d (AD AGE, 3\/10<\/i><\/a>).<\/p>\n
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03.11.2025<\/p>\n