Summer Is Getting Expensive. Brands Are Getting Weird About It.
Written By: Lexi Rapnikas
Campaign of the Week: Priceline Brings Back the "Negotiator"
Priceline is reviving its iconic “Negotiator” character for a 2026 campaign aimed at helping travelers deal with rising summer costs. In the new “Unbummer Your Summer” push, William Shatner hands the role over to actor Randall Park, who steps in as the next-generation Negotiator, humorously taking on “vacation inflation” and high travel prices. The campaign blends nostalgia with a modern twist, reintroducing a beloved early-2000s icon while targeting Gen Z through social-first activations like TikTok casting and a refreshed soundtrack remix. Rolling out across TV, streaming, audio, and digital platforms, the effort supports Priceline’s biggest summer sale yet, offering major discounts as consumers juggle tighter budgets but still prioritize travel.
Alix Earle x Hawaiian Tropic
Edgewell Personal Care's Hawaiian Tropic is turning sunscreen application into a full cultural moment with its latest campaign starring Alix Earle, set to the ’90s track “I Touch Myself” by Divinyls. Building on last year’s viral “Tana Sutra” concept, the new spot leans into dance, humor, and confidence as Earle lounges on the beach, breaks into choreography, and playfully applies SPF under the tagline “Touch yourself and glow.” The campaign reframes sun care as fun and expressive rather than routine, positioning sunscreen as part of a carefree summer vibe. With Earle at the center, Hawaiian Tropic continues to blend nostalgia, social-first storytelling, and pop culture energy to make SPF feel less like a chore and more like a lifestyle moment.
How Home Depot is Staying Socially Relevant
The Home Depot is teaming up with Men In Blazers Media Network to launch a traveling, content-driven activation around this summer’s FIFA World Cup across North America. As the official home improvement retail supporter of the tournament, Home Depot will hit the road with a co-branded mobile studio bus visiting host cities like New York/New Jersey, Los Angeles, and Atlanta to capture stories at the intersection of soccer, community, and culture. Together, the brands will roll out a slate of original content, including a daily podcast, a youth-focused “DIY FC” series, and a behind-the-scenes docuseries, designed to spotlight local fans and the growing U.S. soccer movement. The partnership fuses together sports, storytelling, and community building as both brands aim to tap into the cultural moment leading into the 2026 World Cup.
CeraVe's New Anti-Dandruff Coach
Cerave is tapping NBA legend Carmelo Anthony for a playful, social-first campaign called “Head Coach,” promoting its anti-dandruff shampoo and conditioner. The concept reimagines his iconic “Hoodie Melo” era through a humorous lens, teasing the idea that the hoodies may have been hiding scalp concerns while positioning Anthony as the ultimate authority on healthy hair. The rollout spans social teasers, athlete and creator activations, and cultural tie-ins across the NBA world, building momentum ahead of a hero reveal video. Backed by WPP Onefluence and Ogilvy PR, the campaign leans into sports nostalgia, internet humor, and celebrity storytelling to make scalp care part of the cultural conversation in a way that feels organic, shareable, and distinctly social-first.
Miller Lite's Clever FIFA Soccer Ball
Molson Coors Beverage Company's Miller Lite is kicking off the 2026 World Cup buzz with a playful limited-edition “Miller Time MVP Matchball,” a soccer ball redesigned to hold up to 12 cans of beer. Dropping in timed releases ahead of the tournament, the oversized collector’s item is pitched as the ultimate game-day centerpiece, part fan gear, part party essential, complete with a stand for easy display during match watching. Created with @Mischief Mischief @ No Fixed Address, the concept leans into the idea of rewarding “MVP fans” with a ball of their own, just filled with beer instead of goals. Priced at $19.75 as a nod to Miller Lite’s founding year, the stunt continues the brand’s streak of bold, culture-driven releases aimed at turning sports moments into social, shareable experiences.
