When Thungry Get Naked – Naked 2024 | Clapboard Ad Archive

Pure Leaf and Lindsay Lohan team up to make Tea Breaks happen! - Pure Leaf | Clapboard Ad Archive

In 2024, Pure Leaf launched an engaging film campaign titled Pure Leaf and Lindsay Lohan team up to make Tea Breaks happen!, which aims to redefine the concept of a genuine, revitalizing break through the initiative encouraging consumers to embrace the refreshing simplicity of a tea break. This campaign directly invites audiences to pause their hectic routines and indulge in the rejuvenating qualities of Pure Leaf Iced Tea, positioning the brand as a promoter of authentic moments amidst increasingly busy lifestyles. By leveraging Lindsay Lohan’s cultural relevance, the campaign establishes an emotional connection with a demographic that spans Millennials and Gen Z, who are likely to resonate with her persona while seeking both nostalgia and authenticity in their brand interactions. The creative approach adopts a lifestyle genre, embedding the product in relatable scenarios that enhance the emotional impact of the tea break concept, which serves as a powerful reminder of the importance of genuine relaxation. Furthermore, the campaign features an interactive call-to-action, inviting viewers to text ‘PURELEAF’ to receive a free sample of Pure Leaf Iced Tea, thereby fostering direct engagement and trial, which is crucial for converting passive viewers into active consumers. The use of the hashtag #teabreak encourages social media participation, amplifying brand visibility and interaction within digital spaces. Central to the messaging is the poignant question, When’s the last time you took a REAL break?, prompting consumers to reconsider the quality of their downtime while associating Pure Leaf with moments of calm and refreshment. Clapboard rates this campaign 63/100, reflecting its strategic blend of celebrity influence, lifestyle positioning, and interactive offers to create a focused appeal aimed at making Pure Leaf synonymous with revitalizing tea breaks. This campaign exemplifies how brands can effectively utilize celebrity partnerships to foster consumer engagement while reinforcing a narrative that aligns with contemporary wellness trends.

Pro Surfer Lakey Peterson for The US Open of Surfing - Firestone Walker, 805 Beer, World Surf League | Clapboard Ad Archive — archive collection thumbnail

Pro Surfer Lakey Peterson for The US Open of Surfing - Firestone Walker, 805 Beer, World Surf League | Clapboard Ad Archive

In July 2024, Firestone Walker Brewing Company launched a compelling campaign featuring professional surfer Lakey Peterson as part of their ongoing partnership with the US Open of Surfing to promote 805 Beer, California’s best-selling craft beer. This campaign, centered around authentic storytelling, highlights the dedication and passion integral to competing on the World Surf League Championship Tour. Lakey Peterson, a celebrated athlete who grew up on California’s Central Coast, serves as a powerful embodiment of the 805 lifestyle—balancing fearless pursuit of adventure with a laid-back, local spirit. The ad spot delves into Peterson’s journey, showcasing her impressive achievements on the global stage and her deep connection to her hometown, where she finds solace and a sense of belonging. By aligning 805 Beer with Peterson’s inspiring narrative, the campaign strengthens the brand’s image as genuine, creative, and intimately tied to the vibrant coastal culture of the 805 region. It resonates with surf fans and craft beer lovers alike, reinforcing 805 Beer as the quintessential drink for those who value perseverance and authenticity. The campaign leverages a single high-impact media asset across digital platforms, supported by a robust social media presence, creating an engaging multimedia experience that invites audiences to discover more about Lakey and the 805 Beer story. Through this collaboration, Firestone Walker successfully bridges the worlds of craft brewing and competitive surfing, celebrating both the spirit of competition and the unique lifestyle that defines California’s Central Coast. What Clapboard's taxonomy would classify as FORMAT#8—Ongoing Characters or Celebrities—positions Peterson as a relatable brand ambassador, allowing her to narrate her experiences rather than merely endorse the product, enhancing brand loyalty through personal connection. Clapboard rates this 63/100 in its global creative archive. This campaign exemplifies how lifestyle branding effectively intertwines with sports narratives to create meaningful consumer connections.

Tony O'Groni - Aviation Gin | Clapboard Ad Archive — archive collection thumbnail

Tony O'Groni - Aviation Gin | Clapboard Ad Archive

Aviation Gin’s Tony O’Groni campaign, launched in 2024 by Maximum Effort for Negroni Week in the United States, stands as a sharp intersection of cultural moment and brand ritual within the alcoholic drinks sector, harnessing the perennial appeal of the Negroni and leveraging the brand’s signature wit and celebrity-forward ethos. By engineering a campaign asset titled Tony O’Groni, and pushing it at the annual peak of cocktail participation, Aviation Gin orchestrates a light-touch but high-impact brand presence that is equal parts lifestyle aspiration and in-joke for the mixology set. This approach aligns perfectly with the event’s positioning as the most wonderful time of the year for cocktail enthusiasts, reinforcing Aviation Gin’s status as a premium yet accessible spirit engineered for celebration and social connection. Maximum Effort’s creative solution, classified within Clapboard’s taxonomy as FORMAT#8—Ongoing Characters or Celebrities, upholds the agency’s tradition of recurring personality-driven formats, echoing the brand’s ongoing association with well-known faces and tongue-in-cheek narrative constructs for maximum recall. While the campaign appears to rely on a constructed or celebrity persona—consistent with the Aviation Gin playbook and the exuberant character of Negroni Week—it avoids the trappings of overt product demonstration or conceptual excess, instead embedding the brand within a lived-in, contemporary social context. The content’s cultural resonance is amplified by Maximum Effort’s cinematic execution and editorial timing, positioning Aviation Gin as not just a gin for the glass, but as a badge of membership for consumers actively participating in modern cocktail culture. In a category where competitor brands lean on craftsmanship, heritage, or visual iconography, Aviation Gin forges differentiation through creative levity and a self-aware embrace of the celebrity vehicle—standing apart from Hendrick’s mixological quirk, Grey Goose’s luxury credentials, and the Americana of Tito’s or Maker’s Mark. The campaign earns a score of 70/100 in Clapboard's global creative archive. This campaign signals the ongoing value of format-driven storytelling harnessing celebrity or constructed personas, as market leaders in spirits compete for top-of-mind presence through timely, personality-driven cultural participation.

Fixed-Rate Pizza - Pizza Pizza | Clapboard Ad Archive — archive collection thumbnail

Fixed-Rate Pizza - Pizza Pizza | Clapboard Ad Archive

Pizza Pizza’s 2024 Fixed-Rate Pizza campaign, crafted by Zulu Alpha Kilo, reinvents the brand’s successful pricing promotion by transforming Pizza Pizza into a whimsical Pizza Bank that offers Canadians a fixed, low price on a four-topping XL pizza at $17.99 throughout the entire year. This inventive positioning leverages the brand’s enduring commitment to affordability amid rising inflation and economic uncertainty by parodying the language and tropes of the banking industry, specifically fixed-rate mortgages, to deliver a sharp and culturally resonant message. The campaign directly addresses consumer anxieties about unpredictable costs by guaranteeing no price increases on its Fixed-Rate Pizza in 2024, reinforcing Pizza Pizza’s core belief that Everyone Deserves Pizza and making pizza ownership feel like a dependable investment. This approach builds on the original Fixed-Rate Pizza initiative launched in 2022, which proved so popular that the price guarantee was extended from 12 to 18 months despite escalating ingredient costs, selling over two million pizzas and earning three Effies for creativity and effectiveness in 2023. The 2024 campaign’s integrated national rollout combines traditional and digital media, including TV, online video, social ads, display, SEM, and out-of-home placements, orchestrated by Media Experts, while spPR manages public relations to maximize reach and consumer engagement. The use of Pizza Pizza’s iconic 11-11 phone ordering system and website further anchors the campaign in accessible, familiar customer touchpoints. What Clapboard’s taxonomy would classify as FORMAT#12—Parody or Borrowed Format is central to the creative strategy here, as the campaign’s humorous take on financial jargon and banking imagery creates a memorable and relatable narrative that deepens consumer connection by aligning pizza affordability with financial security, a key concern in today’s economic climate. The campaign earns 73/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how food brands can elevate a straightforward value proposition through culturally relevant satire that taps into broader economic conversations while maintaining clear, consumer-centric messaging.

Find Goldfish in the metaverse — archive collection thumbnail

Find Goldfish in the metaverse

In 2022, Campbell’s and Campbell’s Company of Canada, in collaboration with ad agency Zulu Alpha Kilo, launched an innovative integrated campaign called Find Goldfish in the Metaverse, designed to promote the new Goldfish® Mega Bites crackers. This campaign cleverly leveraged the rising popularity of the metaverse, specifically the Decentraland platform, to engage a digitally savvy adult audience through an immersive virtual experience. Central to the campaign is a playful narrative featuring a quirky robot who humorously distinguishes between “Mega Bites,” the new larger-sized Goldfish crackers meant for humans, and “megabytes,” the digital units of information that concerned robot characters within the story. Users are invited into “Mega Bites Mountain,” a vivid cheddar-themed world where they can mine virtual Goldfish crackers, collecting all 22 digital pieces to unlock a special edition Goldfish® Megabytes wearable. This gamified journey rewards participants with the opportunity to redeem coupons for free packs of the real-life product, seamlessly bridging the digital and physical worlds. The campaign amplifies the ‘Mega Bites not Megabytes’ message by turning digital engagement into tangible rewards, fostering a novel brand interaction driven by innovation and fun. By choosing Decentraland, one of the blockchain’s most established metaverse platforms known for enabling user-generated content, social interaction, and digital commerce, the campaign positioned Goldfish® at the forefront of food brands experimenting with virtual reality marketing strategies. This pioneering effort not only introduced Goldfish® Mega Bites in a memorable and interactive way but also demonstrated the brand’s commitment to embracing emerging technologies to captivate and expand its audience. Overall, Find Goldfish in the Metaverse stands out as a forward-thinking campaign that successfully blends storytelling, technology, and product promotion into a cohesive and engaging consumer experience.