If you happen to’re feeling barely out of breath and confused that the 12 months is nearly over, you’re not alone—it felt like we packed 18 months into 2022.
One purpose is as a result of the world appears so completely different from the place we began in January. Crypto firms dominated the Tremendous Bowl, however by November all the business was quaking from the downfall of FTX. We have been simply getting the hold of what purpose-driven advertising actually means when rising inflation despatched everybody again to savings-oriented ways. And NFTs haven’t precisely turned out to be the revolutionary advertising automobiles they’d been hyped as.
Alongside the best way, Adweek was there masking each development. To look again, we’ve rounded up the highest 22 hottest tales of 2022, from rebrands and cottagecore trend to racy model tweets and soul-searching about the way forward for publishing.
22. Unilever Doesn’t Have a CMO Any Extra—Right here’s Why
As of April, one of many world’s largest advertisers not has a chief advertising officer. As a substitute, Conny Braams serves as Unilever’s chief digital and industrial officer, reflecting the more and more blurred traces between digital advertising and commerce.
21. These Particular Burger King Whoppers Cater to the Weirdest Being pregnant Cravings
In a survey, 76% of expectant mothers advised Burger King that the unusual meals they crave are “not possible” to withstand. So, on Mom’s Day, the fast-food chain served up some really off-menu combos only for them.
20. Why Sustainable Journey Is No Stroll within the Park
A tourism bureau’s job is to encourage journey. However when that works too effectively and a location will get extra guests than it might probably deal with, advertising can nonetheless be the reply.
19. It’s Official: Skinny Denims Are Out, Broad-Leg Denim Is In
Cancel tradition has come for a decade-old trend development, however we really feel assured saying that is one change each technology can assist.
18. You Can Loosen up, Twitter: Guitar Heart Provides a ‘G’ to Emblem
Let’s be actual, Twitter won’t ever have any chill. However when your prospects are confused—or your brand is producing extra dialog than your merchandise—it’s time for a pivot.
17. Liquid Demise Recruits Porn Stars for a Sustainability-Themed Marketing campaign
Yeah, we needed to know extra, too. It’s the type of offbeat advertising we’ve come to count on from the water model packaged like an power drink—a horror film starring zombie cans, anybody?
16. Why It May Be Time for Budweiser to Give That Horse and Canine a Relaxation
Budweiser has been coasting on the recognition of its signature Clydesdales and their canine companion for many years. However the 2022 Tremendous Bowl version of those two iconic companions flopped with audiences, so we checked out why the formulation is not working.
15. Birkenstock Embraces Its Fame for Unstylish Footwear
Displaying its signature product in an unflattering gentle labored for Burger King with the Moldy Whopper, so Birkenstock thought why not lean into what our prospects are already saying? As a bonus, the utilitarian sandals truly got here full circle to be cool with the arrival of cottagecore.
14. Christopher Meloni Bares All in Most Effort’s Newest Peloton Advert
The web’s thirst for Christopher Meloni is bottomless, identical to him in an uncommonly racy advert from an advertiser that’s revamping its model to outlive.
13. Main Manufacturers Are Shifting to TikTok, and You Ought to Be Too
TikTok has been minting new musical artists, influencers and wardrobe traits, and in contrast to different platforms, it’s a platform the place advertisers that aren’t too valuable about their model can break into the Gen Z demographic everybody needs. The query is, are you courageous sufficient?
12. Jon Hamm Is Mad, Man, as Apple TV+ Casts Everybody However Him
To emphasise what number of A-listers the streamer had signed, it employed one other A-lister who’d been overlooked to advertise. (Additionally, Adweek won’t ever sleep on a Mad Males pun.)
11. Nike Drops Free Sneakers by Drone to Promote the Air Max
Get it? A literal sneaker drop!
10. Publishers Can Chart the Way forward for the Business Collectively
Quartz CRO Natalie Diamond issued a rallying cry for a writer coalition to sort out the problem of assembly customers’ rising expectations.
9. AT&T’s Lily Shoots for a Momentary Celeb Alternative in March Insanity Marketing campaign
Substitute AT&T’s Lily?! Don’t even dare.
8. Pabst Blue Ribbon Deletes Tweets About ‘Consuming Ass,’ Saying They Had been ‘in Poor Judgment’
Riling up the social media mob is a tried-and-true advertising tactic, however even faculty college students’ beer of selection managed to cross a line with these tweets.
7. Demi Moore Turns Designer for DTC Swim Model Andie
Actor, producer, best-selling writer, songwriter, girls’s rights advocate and mom of three Demi Moore added one other title to her resume—and it’s inexpensive and sustainably made, too.
6. How Businesses Are Serving to Manufacturers Stop Cookies
Early in 2022, when manufacturers have been nonetheless hoping that the cookie’s sentence can be commuted, 55% of advertisers have been unprepared for a world with out them. So businesses stepped into the breach for them.
5. Affiliate Advertising Is a Secure Haven for Publishers in a Cookieless Future
Rakuten Promoting’s Anthony Capano makes the case for online marketing as the best way for publishers to obtain truthful compensation for his or her content material and retain the all-important first-party information that’s fueling a growth in retail media.
4. Why Martin Company’s CEO Is Calling Out Coinbase Over Its QR Code Tremendous Bowl Advert
At first, Coinbase’s bouncing QR code stood out as an uncommonly stark Tremendous Bowl play that labored. However controversy shortly arose about who was truly accountable for the thought behind the advert after a Twitter thread by the crypto alternate’s CEO. Since then, 2022 went on to turn out to be the 12 months of giving credit score the place it’s due, particularly with regards to artistic administrators.
3. Adidas Tweeted 25 Pairs of Naked Breasts to Launch a Marketing campaign for Inclusive Sports activities Bras
Many manufacturers speak the speak of embracing all our bodies, however Adidas walked the stroll with its new sports activities bra line in a marketing campaign created by an all-female workforce.
2. Pepsi Will No Longer Sponsor the Tremendous Bowl Halftime Present
The beverage large had a 10-year run because the title sponsor of essentially the most star-studded industrial break in tv, however now it’s trying elsewhere to attach with youthful customers.
1. The ten Finest Tremendous Bowl Advertisements of 2022
Promoting’s largest stage stays the NFL’s season-ending showdown, however this 12 months’s winner introduced an enormous twist: beloved amongst advertising executives, it ranked lifeless final in USA Right this moment’s viewer ballot. Ponder that when planning your subsequent marketing campaign.
