Spider-Man, Mahomes & Hailey Bieber Walk Into a Marketing Meeting…
Written By: Lexi Rapnikas
Campaign of the Week: MLS Will Take It from Here
Major League Soccer is turning the FIFA World Cup’s global momentum into a growth opportunity with “Thanks World, We’ll Take It from Here,” the league’s largest marketing campaign ever. Created by Ogilvy, the integrated campaign bridges the excitement of the World Cup with MLS’s local rivalries, live matchday experiences, and growing cultural influence through national and club-level storytelling, celebrity partnerships, music collaborations, digital, social, broadcast, and out-of-home activations. With all 30 clubs participating through community events, fan experiences, and promotions like free tickets for first-time attendees, MLS is using the moment to convert new soccer fans into lifelong supporters while positioning the league as a bigger, bolder force in North American sports culture.
Liquid I.V. Enters the Marvel Universe with Spider-Man
Liquid I.V. is entering the Marvel Cinematic Universe with a major Spider-Man: Brand New Day campaign designed to turn entertainment hype into a full brand experience. The Unilever-owned hydration brand is featuring product placements in the film, launching limited-edition Spider-Man-inspired flavors, and running a TV spot starring Jacob Batalon that ties into the movie’s storyline. The campaign also included a fan activation at Brooklyn’s Domino Park featuring a Spider-Man-themed climbing experience and a donation of 500,000 Liquid I.V. sticks to nonprofit partners. As part of its broader strategy of leveraging cultural moments and entertainment IP, Liquid I.V. is using the partnership to create deeper fan engagement, drive brand conversation, and connect with consumers beyond traditional advertising.
Hailey Bieber’s New 90s Jeans with Gap
Gap is tapping into ’90s nostalgia with a new denim campaign featuring Hailey Bieber, blending her personal style with the brand’s iconic denim heritage. The collaboration introduces the Hailey Jean collection, inspired by Bieber’s vintage Gap jeans and available in two relaxed fits, six washes, and personalized details like her signature pocket lining and 1996 branding. The accompanying campaign recreates the effortless feel of the ’90s through a nostalgic bedroom setting, vintage-inspired visuals, and a soundtrack from The Cranberries, positioning Gap’s latest partnership as a modern revival of the era that helped define its denim legacy.
Samsung Partners with Sony Pictures for #TeamGalaxy
Samsung Electronics is expanding its partnership with Sony Pictures Entertainment’s Spider-Man: Brand New Day through a new cinematic campaign featuring Jacob Batalon as Ned Leeds and Samsung Galaxy devices integrated into the Marvel universe. The creative spot follows Spider-Man using custom-built Galaxy technology to navigate superhero challenges, blending original storytelling with film footage to showcase the Galaxy Z series. As part of the collaboration, Batalon joins #TeamGalaxy as a brand ambassador, while interactive fan experiences and additional campaign moments build excitement ahead of the film’s July 31 release and Samsung’s Galaxy Unpacked event.
Mahomes Passes the Baton to Eric Stonestreet
Molson Coors Beverage Company's Coors Light is bringing back its annual summer showdown with Patrick Mahomes, but this time the Chiefs quarterback is handing over the spotlight to two-time Emmy winner and Kansas City native Eric Stonestreet. In the latest “Mahomses” campaign, Stonestreet hilariously steps into Mahomes’ shoes, grabbing a Coors Light from the fridge, icing his limbs after a workout, and embracing the brand’s “Cold as the Rockies” persona, while Mahomes watches from the director’s chair. The creative workaround allows Coors Light to continue featuring one of football’s biggest stars despite NFL restrictions on active players endorsing alcohol, while also celebrating Kansas City pride through a partnership that includes limited-edition signed posters benefiting Mahomes’ 15 and the Mahomies Foundation.
