Nick Jonas’s Skincare Spy Mode Activated (Thanks Schick)

Written By: Lexi Rapnikas

Campaign of the Week: Nick Jonas x Schick

Edgewell Personal Care’s Schick's “Do Right By Your Skin” campaign has launched with Nick Jonas, reframing shaving as the first step in a skincare routine rather than just hair removal. The rollout used a two-phase teaser strategy, initially leading fans to believe Jonas was debuting a skincare line, generating strong engagement and media buzz before revealing the Schick partnership. By adopting skincare-style visuals and messaging, the campaign positions Schick’s razors as tools for skin health and taps into the rapidly growing men’s skincare market. The spot leverages Jonas’s credibility with younger audiences and shifts shaving from a routine task to a skin-focused ritual, helping Schick stand out in a traditionally performance-driven category.

Industry Pulse Check

  • Omnicom reported $5.6 billion in Q1 core operations revenue and reaffirmed its continued cost-cutting efforts as it streamlines its business through planned dispositions

  • Meta and Google saw strong Q1 ad revenue growth driven by AI, though Google faces less scrutiny over its large AI spending compared to Meta’s faster growth

  • The Trade Desk is expanding into onsite retail media ads for Dollar General, putting it in direct competition with Criteo

Industry Pulse Check

  • Omnicom reported $5.6 billion in Q1 core operations revenue and reaffirmed its continued cost-cutting efforts as it streamlines its business through planned dispositions

  • Meta and Google saw strong Q1 ad revenue growth driven by AI, though Google faces less scrutiny over its large AI spending compared to Meta’s faster growth

  • The Trade Desk is expanding into onsite retail media ads for Dollar General, putting it in direct competition with Criteo

Skittles Launches Soft Skittles Gummies

Skittles launched its “SKITTLES Gummies” with a surreal, high-impact marketing campaign that redefines “softness” in the gummy candy category through absurd, memorable storytelling. The campaign features three practical-effects-driven films, showing scenarios like people relaxing inside a kangaroo pouch, a balloon dog crawling across a carpet, and a man being massaged by floating jellyfish, all designed to make softness feel intentionally strange and unforgettable. Rolled out across TV, CTV, digital, and social channels targeting Gen Z, the work leans into SKITTLES’ signature playful defiance and prioritizes visual disruption over traditional product messaging. By embracing discomfort and exaggeration, the campaign aims to stand out in a crowded gummy market and drive brand memorability through surreal, conversation-worthy creative

Lay's Epic FIFA World Cup Watch Party

With the World Cup just around the corner, Lay's has launched “The Epic Watch Party,” a global FIFA World Cup 2026 campaign that brings together Lionel Messi, David Beckham, Thierry Henry, Alexia Putellas, and Steve Carell with real fans in surprise, everyday moments like a supermarket meetup that turns into a shared watch party. Built around its long-running “No Lay’s, No Game” platform, the campaign spans nearly 90 markets and extends across film, social, and a WhatsApp channel with over 10 million followers to keep fans engaged in real time. It also introduces a U.S.-focused “Bandwagon” initiative aimed at reframing casual fandom as inclusive, reinforcing Lay’s strategy of blending celebrity-driven storytelling with interactive, global fan experiences around major sporting events.

Samsonite & Olivia Culpo's Chocolate Mauve Suitcase

Samsonite’s latest campaign introduces the “Chocolate Mauve” colorway with American model and actress Olivia Culpo, reframing its luggage as an emotional, sensory part of the travel experience rather than just a functional product. Built under its “It’s Not Just a Bag, It’s a Samsonite” platform, the campaign uses dessert-inspired visuals and a high-fashion aesthetic to connect travel with indulgence, identity, and personal expression. Rolled out across digital, retail, CTV, and OOH channels, the effort positions luggage as part of a broader lifestyle narrative, with Culpo’s influence helping bridge fashion, food, and travel into a cohesive, experience-driven story.

SNICKERS New "Can't Chill" Seagull Campaign

Mars SNICKERS Ice Cream continues its “Can’t Chill” platform with a BBDO-created “Seagull” campaign, humorously turning overthinking into a surreal beachside scenario where intrusive thoughts are personified as a disruptive seagull. The spot targets Gen Z and millennials and dramatizes “stresslaxing” to show how even in relaxing moments, the mind can spiral, until a SNICKERS Ice Cream comes to the rescue and acts as a reset with a single bite. The campaign reinforces the brand’s core idea of turning a simple snack into a quick mental escape, using exaggerated humor and relatable inner monologue to make the product benefit both memorable and clear, something that has been widely known to resonate with said target audiences.