Ronny Sianturi
The advertising world is undergoing a seismic shift, moving away from traditional, passive consumption of commercials toward dynamic, celebrity-driven campaigns designed for maximum virality and engagement. In an era of fragmented attention, merely showcasing a product or a smiling celebrity is no longer sufficient to capture the zeitgeist. Chief Marketing Officers (CMOs) are increasingly adopting strategies once reserved for Hollywood blockbusters, enlisting the expertise of agencies founded by entertainment heavyweights and prioritizing social media impact and user-generated content (UGC) for their exponential return on investment. This evolution marks a departure from the static ad buys of yesteryear, signaling a new era where authenticity, cultural relevance, and star power are the ultimate currency.
One of the most potent examples of this paradigm shift is Ryan Reynolds’ Maximum Effort agency, which has become a masterclass in "culture-jacking" – strategically leveraging current cultural moments for brand advantage. Their recent work with Astronomer, a tech company, exemplifies this approach. Following the highly publicized "Coldplay couple" incident that dominated social media, Maximum Effort swiftly deployed a deadpan advertisement featuring Gwyneth Paltrow, the former wife of Coldplay frontman Chris Martin. The spot, appearing just nine days after the viral kiss-cam moment, humorously positioned Paltrow as an advocate for Astronomer’s Apache Airflow, an enterprise platform, presenting it as the "best place to run it." This B2B marketing magic, reaching an estimated 36.5 million viewers across social media, underscores the power of unexpected celebrity endorsements and a sharp, timely narrative.
THR’s Inaugural List: Star Power Fuels Marketing Success
In recognition of this burgeoning trend, The Hollywood Reporter is launching its inaugural 2026 list of the best star-driven marketing campaigns. This compilation celebrates viral launches, strategic collaborations, and advertising efforts that have successfully cut through the noise, ignited cultural conversations, and, crucially, driven consumer action and sales. The following campaigns represent the pinnacle of this new marketing frontier, demonstrating how the integration of celebrity influence, innovative storytelling, and digital-first strategies can yield unprecedented results.
Simone Ashley, Kendall Jenner x Han Wen, Chief Marketing Officer (CMO) – L’ORÉAL PARIS
L’Oréal Paris, in collaboration with Ryan Reynolds’ Maximum Effort, crafted a memorable 2026 Academy Awards commercial that paid homage to the iconic film The Devil Wears Prada. The spot featured Bridgerton star Simone Ashley, who plays Amari in a hypothetical The Devil Wears Prada 2, alongside Kendall Jenner, a frequent face on this list and L’Oréal Paris ambassador. The narrative playfully depicted Jenner as a job candidate for an assistant role at Runway magazine, with Ashley admonishing her to "look presentable" and introducing her to L’Oréal’s Colour Riche lipstick and Telescopic Lift mascara.
The commercial, which aired during the Oscars’ 17.9 million live viewers, generated an astonishing 7 billion impressions across social media platforms. Han Wen, CMO of L’Oréal Paris, highlighted the importance of talent’s willingness to engage with the creative concept. "Kendall was a great sport about it, and that willingness to be in on the joke is a big part of why the spot works," Wen stated. "When talent is genuinely having fun, the audience feels it, and both Simone and Kendall knocked it out of the park." The strategic decision to debut the ad during the Oscars, one of the few remaining communal television viewing events, amplified its cultural impact. Laura Branik, President of L’Oréal Paris USA, echoed this sentiment, emphasizing the campaign’s ability to connect brand messaging with cultural moments authentically, leading to measurable business growth. "When you can connect a brand message to a cultural moment in a way that feels authentic and drives measurable business growth, that’s when you know a campaign has truly succeeded," Branik noted. "We saw a notable increase in sales across our hero products; it earned a level of consumer engagement that signaled true cultural resonance. We are for the Mirandas and everyone else." This campaign not only boosted sales but also solidified L’Oréal’s connection with a discerning audience appreciative of clever, pop-culture-infused advertising.
Branik also expressed admiration for campaigns she wished L’Oréal had been a part of, citing Legally Blonde as a benchmark. "Fortunately, we don’t have to wish anymore," she added, announcing a forthcoming partnership with Elle, the Legally Blonde prequel series on Prime Video, as the official makeup sponsor for its first season.
Charles Barkley, Jennifer Garner, Samuel L. Jackson, Magic Johnson x Marc Mentry, Executive VP Brand Marketing – CAPITAL ONE
Capital One’s 2026 March Madness campaign successfully tapped into a relatable, nostalgic theme by imagining a NCAA-themed sleepover hosted by a star-studded cast: Charles Barkley, Samuel L. Jackson, Magic Johnson, and Jennifer Garner. The campaign depicted the celebrities engaging in activities like making friendship bracelets, visiting an arcade, and dining at a diner – where they encountered WNBA superstar Caitlin Clark – before heading to the Final Four courtside. Accompanying this narrative was a "Chuck Blimp" emblazoned with Barkley’s likeness, soaring over Phoenix and Indianapolis during the championship weekend.
The campaign’s social engagement was a key driver of its success, reportedly fueling millions of organic impressions, according to measurement agency EDO. The public’s enthusiastic response extended to merchandise, with fans clamoring for the advertised matching PJ sets and friendship bracelets. Capital One responded by offering a digital merchandise giveaway, which in turn boosted credit card user registration, demonstrating a direct link between campaign engagement and business objectives. This multifaceted approach, blending celebrity appeal with a universally understood theme of shared experience, resonated deeply with consumers.
Hailey Bieber x Zena Srivatsa Arnold, CMO – SEPHORA
Following the significant $1 billion acquisition of her brand Rhode in 2025, founder Hailey Bieber continued to leverage her influence by bringing Rhode’s signature "glazed donut" and "strawberry girl" aesthetic to Sephora. The TikTok Shop best-selling brand strategically reintroduced three of its most viral and previously sold-out peptide lip treatments as in-store exclusives, aiming to drive foot traffic to Sephora locations. Bieber employed her tried-and-true marketing tactics, including dropping subtle product hints in "Get Ready With Me" (GRWM) videos to her 57.9 million Instagram followers, sending product mailers to influencers for unboxing, and embarking on a high-profile Sephora press tour adorned in archival designer looks to generate fashion media buzz.
The results were striking: Rhode generated $10 million in sales in the U.S. and Canada within its first 48 hours, accounting for approximately 40 percent of all Sephora launch sales. This performance was 2.5 times greater than any previous brand debut for the retailer. Zena Srivatsa Arnold, CMO of Sephora, acknowledged the impact of Bieber’s curated presence and the brand’s inherent virality. The success of this collaboration highlights the power of an influencer-turned-entrepreneur to create genuine demand and cultural resonance through strategic product placement and sustained online engagement.
Bad Bunny x Zara
Bad Bunny’s influence transcended the music charts and extended into the fashion world with his collaboration with Zara. While he didn’t explicitly name the brand during his Apple Music Halftime Show performance at the Super Bowl LX, his distinctive cream football-inspired ensemble spoke volumes. This appearance generated an estimated $942.4 million in media impact value, according to data analytics firm Launchmetrics. The immense exposure translated directly into consumer demand; three months later, when Bad Bunny’s "Benito Antonio" collection with the Spanish fast-fashion label dropped, its core pieces sold out instantaneously, demonstrating the potent synergy between musical stardom and retail success. The brand’s marketing head, though officially unnamed in the article, clearly orchestrated a campaign that capitalized on this cultural moment with precision.
Sabrina Carpenter x Jillian McVicar Nelson, CMO – DUNKIN’
Dunkin’ achieved remarkable success with its collaboration featuring pop star Sabrina Carpenter. By the time Dunkin’ officially unveiled Carpenter’s "Brown Sugar Shakin’ Espresso" beverage, over 10 million users had already engaged with the teaser videos shared across Instagram and TikTok. The cheeky commercial, co-created by Ben Affleck and Matt Damon’s Artists Equity, featured Carpenter and her grandmother vigorously "shaking that ess," a playful nod to the drink’s name. This campaign not only boosted downloads of the Dunkin’ app by an impressive 57 percent but also led to the sell-out of the $13 limited-edition collaboration tumblers within a mere 17 minutes. Jillian McVicar Nelson, CMO, emphasized the campaign’s ability to create a shared, humorous experience that directly translated into sales and app engagement.
Charli XCX x Charlie Smith, Chief Business Officer (CBO) – NOTHING HEADPHONES
Charli XCX, as Nothing’s new ambassador and shareholder, injected a distinct "brat" aesthetic and Gen Z marketing savvy into the London-based electronics company. Capitalizing on her new single "Rock Music," the pop superstar’s initial creative collaboration was a low-fi campaign, directed by frequent collaborator Aidan Zamiri. The concept involved Charli XCX being locked in a room for five days to test the Headphone (a)’s exceptional 135-hour battery life. Charlie Smith, Nothing’s Chief Business Officer, lauded Charli XCX’s embodiment of rebellious creativity, a value central to Nothing’s brand identity. "Charli XCX is really the embodiment of rebellious creativity, which is something that Nothing has always championed," Smith stated. "She’s an example of the cultural force we admire." The campaign’s message resonated clearly with Gen Z consumers, leading to the sell-out of the $199 headphones across the UK and Western Europe within 48 hours.
Smith also cited the promotional campaign for Marty Supreme and Timothée Chalamet as a campaign he admired, noting its innovative use of custom merchandise, interactive elements, and a memorable Zoom call where Chalamet claimed to have invented the color orange.
Alex Cooper x Lorraine Twohill, CMO – GOOGLE PIXEL 10
For its inaugural project under the Unwell Creative Agency banner, podcast powerhouse Alex Cooper co-wrote, directed, and starred in a comedic digital advertisement for Google’s new Pixel 10 phone. The campaign featured Saturday Night Live alum Aidy Bryant and The White Lotus star Sabrina Impacciatore in a "girls’ trip" themed spot that garnered over 39 million views on Cooper’s TikTok alone. This collaboration, part of a long-term partnership with Google announced in October, positioned Pixel devices as essential "cool-girl tech tools" while also promoting Gemini AI and Google Workspace. The campaign effectively targeted Cooper’s highly engaged female Gen Z and millennial fan base, demonstrating Google’s commitment to integrating its technology into relatable lifestyle narratives. Lorraine Twohill, CMO of Google, recognized the campaign’s ability to connect with a key demographic through authentic influencer partnerships.
Bradley Cooper, Matthew McConaughey x Georgie Jeffreys, CMO – UBER EATS
Uber Eats leveraged a high-profile Super Bowl commercial featuring Matthew McConaughey and Bradley Cooper to promote its food delivery services. In the 60-second spot, McConaughey, a renowned storyteller, playfully trolls Eagles superfan Cooper with a conspiracy theory suggesting the Super Bowl was invented to promote food rather than football. Georgie Jeffreys, Uber Eats CMO, praised the stars’ contributions, noting their collaborative spirit and commitment to the campaign’s comedic premise. "The stars brought ideas, humor and a willingness to build on the world of the campaign," Jeffreys commented. "What impressed us most was their commitment to the bit. Matthew has an incredible ability to take an absurd idea and deliver it with complete conviction, Bradley brought authenticity, particularly as a die-hard Eagles fan." The chemistry between the actors generated the tension and humor that powered the campaign, giving it the feel of an ongoing cultural narrative.
The interactive nature of the ad further amplified its reach. A choose-your-own-adventure feature within the Uber Eats app offered nearly 1,000 different versions of the ad, complete with cameos from celebrities like Jerry Rice and Addison Rae. This innovation extended the campaign’s longevity far beyond the broadcast, driving a 35 percent increase in searches for the food delivery app and generating a significant volume of user-generated content across social platforms. Jeffreys also expressed admiration for Jeep’s "Groundhog Day" Super Bowl spot, highlighting its intelligence, humor, and rewatchability.
Macaulay Culkin, Kevin Garnett, Kevin Hart, Catherine O’Hara x Leanne Fremar, CBO – JPMORGAN CHASE FOR THE CHASE FREEDOM UNLIMITED CREDIT CARD
JPMorgan Chase tapped into a powerful wave of nostalgia for its Chase Freedom Unlimited credit card campaign, drawing inspiration from the beloved film Home Alone. The spot featured Catherine O’Hara reprising her iconic role, alongside Kevin Hart and Kevin Garnett, in a shopping mall filled with "Kevins." Leanne Fremar, CBO, revealed that the "Freedom Holiday" concept had been in development for three years, with the involvement of Hart and Culkin adding their unique comedic timing and perspective, making the spots feel more natural. The seasonal timing of the campaign provided significant momentum, garnering over 7.4 million views on YouTube. Culkin’s participation extended into a subsequent Halloween commercial, further reinforcing the campaign’s connection to the cherished ’90s Christmas film.
Benedict Cumberbatch, Sadie Sink, Letitia Wright x Lorenzo Bertelli, CMO – PRADA RE-NYLON
Prada embraced its commitment to sustainability with its Re-Nylon line, which utilizes Econyl, a material derived from recycled ocean plastic and discarded fishing nets. The brand partnered with National Geographic CreativeWorks to produce a series of short films featuring A-list ambassadors Benedict Cumberbatch, Sadie Sink, and Letitia Wright. These mini-documentaries followed the actors to various global locations, including Norway, Japan, Hawaii, and Mexico, where they witnessed firsthand the impacts of global warming, overfishing, and plastic marine pollution. The campaign exemplified responsible luxury marketing, resonating with multiple generations and audiences. A notable aspect of the initiative is that 1 percent of Re-Nylon’s global proceeds are donated to the UNESCO educational program SEA Beyond. This eco-conscious approach, combined with the inherent desirability of Prada’s iconic products like handbags and bucket hats, contributed to a significant 14 percent year-over-year sales growth for the fashion house. Lorenzo Bertelli, CMO, highlighted the campaign’s success in connecting with consumers on a deeper level beyond just product promotion.
Alix Earle x Amanda Goetz, CMO – REALE ACTIVES
Alix Earle, a prominent influencer with 5.6 million Instagram followers, founded Reale Actives, a new independent skincare brand focused on acne treatment. The brand achieved remarkable success, generating $16 million in sales and selling out within its first week. Earle’s marketing strategy was a masterclass in building anticipation and mystery. She launched cryptic Instagram and TikTok accounts, @WtfIsAlixDoing, and strategically planted Easter eggs in her GRWM videos for months leading up to the official debut of her acne-focused skincare brand. As these accounts amassed half a million followers, Earle seeded influencer friends with Away suitcases containing her new products and distributed puzzle pieces that were assembled on an NYC digital billboard, incrementally revealing the launch. Earle invited her followers to actively participate in decoding the mystery in real-time, fostering immense engagement and user-generated content, which directly translated into sales for Reale Actives.
Amanda Goetz, CMO of Reale Actives, emphasized the brand’s mission to shift the narrative around acne marketing. "Acne is usually marketed through insecurity, hiding, or ‘fixing’ yourself," Goetz explained. "Our goal was to flip that script and build a brand that made people with acne-prone skin feel seen, confident and allowed to show up fully in their real life." The campaign resonated because it tapped into the desire to live life without constantly planning around one’s skin. The brand witnessed individuals sharing their personal skin journeys and discussing Reale Actives as a confidence movement, not merely a product launch. This approach resulted in multiple sell-outs and restocks shortly after launch. Goetz also expressed admiration for the The Dark Knight movie launch campaign, particularly its real-life scavenger hunt element that rewarded participants with prizes and an exclusive premiere ticket.
Selena Gomez x Ashley Murphy, CMO – RARE BEAUTY
Selena Gomez leveraged her substantial social media presence, boasting 405 million followers, to authentically promote her massively successful Rare Beauty brand through unfiltered Instagram and TikTok GRWM content. The brand had already achieved significant search volume on Ulta’s website prior to its expansion into the retailer’s 1,500-plus stores in February. The launch shattered sales records, becoming Ulta’s largest brand debut ever. The accompanying "Every Story Belongs" campaign showcased the True to Myself Natural Matte Longwear Foundation’s extensive range of 48 shades on women representing diverse Latin American heritages, including prominent creators Desi Perkins and Monica Veloz. The L.A. launch party culminated in a spectacular 600-drone show that illuminated the night sky with a giant Soft Pinch Liquid Blush, a best-selling product.
Ashley Murphy, CMO of Rare Beauty, highlighted the campaign’s organic reach, stating, "The foundation campaign was part of one of Rare Beauty’s most significant complexion launches and reached over 11 million social views organically." She emphasized the brand’s commitment to its values and creating work that resonates personally with consumers, driving both cultural and business impact. The campaign sparked meaningful conversations around representation, belonging, and identity, reinforcing the desire for consumers to see themselves reflected in the brands they support.
Paris Hilton x Maria Jose Martin, North America Marketing Director – MOTOROLA RAZR
Motorola revitalized its iconic Razr smartphone line with a star-studded event designed to generate user-generated content (UGC). The unveiling featured a Hollywood purple carpet, a fashion event with interactive elements like a Swarovski crystal display, a DIY phone charm bar, and beauty touch-up stations. Paris Hilton not only walked the runway but also closed the night with a DJ set. Other celebrities, including Natalia Bryant and Isan Elba, coordinated their looks with the vibrant folding screens, styled by celebrity stylist Danyul Brown. Maria Jose Martin, North America Marketing Director, reported that the event generated over 4 billion impressions across paid and organic channels, surpassing all previous Motorola launch benchmarks. This strategy also translated into strong sales, with the new Razr family achieving 54 percent more pre-order sales year-over-year.
Kendall Jenner x Selena Kalvaria, CMO – FANATICS BETTING & GAMING
Fanatics Betting & Gaming strategically leaned into the popular "Kardashian Curse" conspiracy theory for its Super Bowl 2026 ad blitz, aiming to capture a significant share of the U.S. online sports betting market. The campaign dared viewers to "Bet With Kendall" by wagering on the New England Patriots or to "Fade Kendall" and bet on the Seattle Seahawks, offering a 100 percent matching boost for wagers on its Fanatics Sportsbook app. While bettors who sided with Jenner experienced losses, those who bet on the Seahawks saw payouts. Devin Booker, Jenner’s ex-boyfriend, famously trolled the campaign by placing a $1 million bet and earning an $800,000 profit. Selena Kalvaria, CMO of Fanatics Betting and Gaming, emphasized that the campaign’s success stemmed from its self-aware approach to Kendall Jenner’s cultural persona, which she helped shape to spark conversation. The campaign generated over 27 billion earned media impressions, making Super Bowl LVIII Fanatics Sportsbook’s most bet game ever. This combination of cultural dominance and tangible business results fulfilled both brand and performance objectives. As part of the campaign, Fanatics donated $1 million to the charity Feeding America.
Dakota Johnson x Jonathan Bottomley, CMO – CALVIN KLEIN
Calvin Klein’s spring 2026 campaign, starring Dakota Johnson, masterfully captured a ’90s-inspired aesthetic that resonated with the cultural zeitgeist. Following the surge in nostalgia sparked by Ryan Murphy’s American Love Story and Sarah Pidgeon’s portrayal of Carolyn Bessette Kennedy, the campaign featured Johnson embodying effortless, CBK-coded minimalism. Shot by Gordon von Steiner, Johnson donned archive-inspired high-rise slim jeans and white tees, as well as underwear, channeling the iconic style. The campaign’s subtle sophistication connected with Gen Z and millennial fans of Love Story, aligning perfectly with the Calvin Klein muse. Jonathan Bottomley, CMO of Calvin Klein, highlighted Johnson’s collaborative spirit, noting her natural confidence and humor. "Dakota is a fantastic partner because she brings so much of herself to the partnership – her natural confidence, sense of humor and self-awareness to life through Calvin’s lens," Bottomley stated. The campaign drove double-digit growth in Calvin Klein’s denim business through direct-to-consumer channels and generated over 26 million views on the brand’s Instagram alone within the first 24 hours. Bottomley also cited the original Kate Moss campaigns as timeless examples of fashion shaping culture.
Kim Kardashian x Nicole Hubbard Graham, Nike CMO – NIKESKIMS
The collaboration between Kim Kardashian’s Skims and Nike, dubbed NikeSkims, marked a record-breaking launch in experiential marketing. The #SkimsxNike tag garnered 12 million views on TikTok, with the launch event itself being a significant draw. To build anticipation for the September debut, the collaborators orchestrated a choreographed flash mob at the New York Public Library steps, featuring dancers clad in NikeSkims attire. Product seeding for GRWM videos and the inclusion of iconic Nike athletes like Serena Williams, Sha’Carri Richardson, and Chloe Kim in a short film and campaign imagery alongside Kardashian further amplified the campaign’s reach. The extensive social media cross-promotion by the entire Kardashian-Jenner clan, with a combined 1.5 billion Instagram followers, was a pivotal factor. Key products sold out immediately, and the collaboration is projected to generate over $4 billion in revenue within its first three years, significantly outearning the initial investments of both Nike ($1.7 billion) and Skims ($1.1 billion). Kardashian’s company also achieved a $5 billion valuation during its post-Nike-Skims funding round.
Katseye x Fabiola Torres, CMO – GAP
Gap embraced its heritage of creating cultural moments with its digital-first marketing strategy for the "Better in Denim" campaign, featuring the K-pop group Katseye. The campaign showcased the group dancing in low-rise denim to Kelis’s 2003 hit "Milkshake," which saw a 179 percent jump in streams as a result. Fabiola Torres, CMO, reported that the global girl group’s spots garnered over 8 billion impressions and a record of more than 600 million views in a single month, making it Gap’s most successful social media campaign to date. This initiative followed Zac Posen’s debut collection as Gap’s new creative director, which saw celebrities like Anne Hathaway and Timothée Chalamet wearing GapStudio pieces on the red carpet.
Kate Moss, Teyana Taylor, etc. x Jonathan Kiman, CMO – BURBERRY
Burberry celebrated its 170th anniversary and its iconic gabardine trench coat with a campaign of striking black-and-white portraits featuring a diverse cast of influential figures. The campaign aimed to let each individual’s personality shine through naturally, according to Burberry CMO Jonathan Kiman. The roster included supermodels Kate Moss and Kendall Jenner, Hollywood stars Jonathan Bailey and Daisy Edgar-Jones, athletes Jack Draper and Eberechi Eze, Chinese actor Wu Lei, and musicians Hikaru Utada and Kid Cudi. The multi-channel campaign generated millions of social media impressions across generations, with a particular impact in the East Asian market. Short behind-the-scenes snippets on TikTok achieved high loop rates, and impactful posters at Heathrow Airport greeted travelers. Kiman noted the campaign’s success in driving strong brand relevance and engagement, evidenced by the excitement surrounding Burberry’s iconic rainwear and trench coats.
MrBeast x Ariel Kelman, former CMO – SALESFORCE
Salesforce partnered with YouTube’s biggest star, MrBeast (Jimmy Donaldson), for its Super Bowl campaign promoting its enterprise software’s agentic AI. MrBeast devised an interactive "Million Dollar Puzzle" campaign, featuring a 30-second ad shot by Oscar-winning cinematographer Wally Pfister. This initiative drove over 53 million people to Salesforce’s website, according to a post by CEO Marc Benioff, and generated 37.3 times more search engagement than the average Super Bowl ad. MrBeast, given full creative control, produced a 45-minute behind-the-scenes documentary that reached his over 300 million subscribers, garnering 419 million views across social platforms. The campaign concluded when software developer Colin Sanders solved the puzzle a month later, marking the end of a highly successful marketing saga that sustained engagement and media coverage. Ariel Kelman, former CMO, acknowledged the unprecedented reach and engagement achieved through this unique partnership.
Ozzy Osbourne x Daniel Murphy, Senior VP Marketing – LIQUID DEATH
Liquid Death, an edgy beverage brand, collaborated with the legendary Ozzy Osbourne for a campaign that embraced his iconic persona. Approximately a month before his passing at 76, Osbourne demanded, "Clone me, you bastards!" in a June 2025 campaign. Liquid Death released 10 limited-edition iced tea cans infused with Osbourne’s DNA, each signed and hand-crushed by the Prince of Darkness himself, retailing for $450. Daniel Murphy, Senior VP Marketing, described Osbourne as an easy collaborator who fully embraced the brand’s sense of humor. "Ozzy was so easy to work with and absolutely got our sense of humor," Murphy said. "Our founder, Mike Cessario, pitched Ozzy and Sharon the clone idea, and they loved it." The campaign quickly garnered over 10 million views, and the "Infinitely Recyclable Ozzy" cans sold out instantly, with one reportedly fetching $4,600 on eBay.
Pedro Pascal x Greg Joswiak, Senior VP Worldwide Marketing – APPLE AIRPODS 4
Apple continued its tradition of cinematic advertising with a five-minute AirPods 4 commercial starring Pedro Pascal, directed by Spike Jonze. The ad eschewed technical jargon to showcase the earbuds’ active noise cancellation feature through an energetic dance number performed by the Mandalorian star, choreographed by Tanisha Scott. Within 24 hours of its digital premiere, over 7 million YouTube users had watched the spot. Apple leveraged its #Shotoniphone tag to share exclusive behind-the-scenes footage, highlighting the iPhone’s director-grade camera capabilities. Greg Joswiak, Senior VP Worldwide Marketing, recognized the campaign’s success in captivating audiences through compelling storytelling and high-quality production.
Ryan Reynolds, Marie Kondo x Andrew Fried, CMO – MINT MOBILE
Following its acquisition by T-Mobile, Mint Mobile, a wireless company known for its competitive pricing, enlisted the help of organizing expert Marie Kondo to partner with Ryan Reynolds. The campaign encouraged viewers to "choose joy" by decluttering their "big cable" bills and switching to Mint’s $45 bundle. The campaign achieved tens of millions of views across Instagram, TikTok, and YouTube within its first week. Content creators organically shared UGC, thanking and discarding their old utility bills, demonstrating the campaign’s ability to inspire tangible consumer action. Andrew Fried, CMO, noted the campaign’s effectiveness in communicating Mint Mobile’s value proposition through humor and relatable scenarios.
A$AP Rocky & Margaret Qualley x Chanel
A$AP Rocky’s new role as Chanel’s first Black male global ambassador created significant buzz even before the official launch of the Mètiers d’art 2026 collection campaign. The rapper was photographed seemingly proposing to actress Margaret Qualley in New York City in October, generating widespread fashion chatter. Directed by Michel Gondry, the resulting short film for the campaign brought in $5.7 million in media impact value within 48 hours. A$AP Rocky’s 20 million Instagram followers contributed to the discussion, fueling speculation about a potential menswear line.
Rosé x Kenneth Mitchell, CMO – LEVI’S
Levi’s continued its strong marketing momentum with a collaboration featuring Rosé of the K-pop group Blackpink. The partnership, part of the global "Behind Every Original" campaign, was announced during a 2026 Super Bowl spot, Levi’s first in two decades. A single Instagram post announcing the collaboration garnered 1.3 million likes, the most in Levi’s history. Rosé sported custom Levi’s looks at Blackpink concerts, which were later displayed at the brand’s flagship store in Tokyo’s Harajuku district, attracting thousands of fans. The introduction of "As Seen on Rosé" labels to the brand’s ’90s-inspired trucker jackets and boot-cut jeans led to those pieces flying off shelves worldwide. Kenneth Mitchell, CMO, highlighted the campaign’s ability to connect with a global audience and drive significant consumer engagement.
Sydney Sweeney x Craig Brommers, CMO – AMERICAN EAGLE
American Eagle’s controversial "Good Jeans" campaign starring Sydney Sweeney sparked millions of conversations, with some interpreting the "genes vs. jeans" pun as a nod to eugenics. The brand clarified that the campaign was always about "Sydney Sweeney Has Great Jeans. Her jeans. Her story." Sweeney’s understated response to the controversy further fueled discussions, resulting in 40 billion impressions for the campaign and a 25 percent increase in AE’s stock prices. The $80 "Sydney Jacket" sold out in a day, and the $90 "Sydney Jean" (with proceeds donated to Crisis Text Line) sold out within a week. Craig Brommers, CMO, emphasized Sweeney’s rare ability to move both culture and product, leading to a 5 percent increase in new customer acquisition. The campaign’s resonance within broader cultural conversations and its reach beyond the existing customer base signaled its success.
Snoop Dogg x Pavel Durov, CEO – TELEGRAM
Snoop Dogg spearheaded Telegram’s foray into the Web3 space with its NFT launch campaign. The cloud-based messaging app, headquartered in Dubai, enlisted the rap icon to promote its blockchain initiatives, creating a benchmark campaign that aimed to make fintech more accessible. Leveraging Telegram’s 1 billion active global users and Snoop Dogg’s over 80 million followers, the campaign advertised "Telegram Gifts" NFTs, which sold out in 30 minutes, generating $12 million in sales directly within the app. Snoop Dogg also released an exclusive music video and song, "Gifts," featuring the NFTs’ digital designs, including vintage cars and cannabis iconography. Pavel Durov, CEO, recognized the campaign’s success in bridging the gap between mass consumers and emerging blockchain technologies.
MrBeast x Ariel Kelman, former CMO – SALESFORCE
Salesforce’s decision to entrust its Super Bowl campaign for enterprise software’s agentic AI to YouTube’s biggest star, MrBeast, proved to be a strategic masterstroke. MrBeast conceived an interactive "Million Dollar Puzzle" campaign, supported by a 30-second ad filmed by Inception cinematographer Wally Pfister. This initiative drove over 53 million visits to Salesforce’s website, according to CEO Marc Benioff, and generated 37.3 times more search engagement than the average Super Bowl advertisement. The content creator, Jimmy Donaldson, exercised full creative control over the scavenger hunt, which included a 45-minute behind-the-scenes documentary that amassed 419 million views across social platforms among his 300 million-plus subscribers. The month-long engagement culminated with software developer Colin Sanders solving the puzzle, concluding a highly successful marketing saga that sustained continuous engagement and media coverage.
