CRYSTAL BAGS, CELEBRITY CAMEOS, & ONE VERY UNLIKELY QUARTERBACK
Written By: Lexi Rapnikas
Campaign of the Week - IHOP Brings Back A Fan Favorite with Katseye
IHOP is bringing back its popular stuffed French toast nationwide after a six-year hiatus, following years of customer demand on social media. The new campaign, created with Deutsch and DEVRIES GLOBAL, positions the indulgent breakfast item as an affordable “little luxury,” using a playful rococo aesthetic inspired by Marie Antoinette and Katseye’s “Pinky Up” to appeal to younger consumers. The campaign will run across TV, social, digital, influencer and PR channels, while IHOP also leaned into social listening by responding to old customer posts requesting the item’s return.
Kate McKinnon’s Got It Done with Zoom
Zoom is expanding its “Zoom Ahead” brand campaign with a comedic sequel, “Zoom Got It Done,” starring SNL’s Kate McKinnon as a dramatic CEO determined to take down Zoom. Her plans repeatedly backfire as Zoom’s AI-powered tools, including AI agents, automated note-taking and meeting follow-ups, prove capable of handling even the most unexpected tasks.
The campaign builds on Zoom’s broader effort to reposition itself from a video conferencing platform into an all-in-one AI-powered enterprise solution, while using humor and recognizable SNL talent to make the B2B brand more culturally relevant. Created with Colin Jost’s No Notes Productions, the campaign will run across TV, CTV, OOH, digital and social throughout the National Football League (NFL) season.
Cadbury’s Crystal Clutch for NYFW
The Hershey Company's Cadbury is launching its largest-ever U.S. campaign through a New York Fashion Week partnership with LUAR and NYLON, bringing its “There’s Magic in More” platform to life by celebrating generosity in a traditionally competitive fashion space. The centerpiece is the Cadbury Clutch, a SWAROVSKI crystal-covered insulated bag designed to hold an XL chocolate bar for sharing, which debuted at Luar’s Sept. 14 show.
The campaign also includes a 30-second hero spot set in Cadbury’s fictional “Department of More,” a social comedy series, a generosity-focused sweepstakes and influencer activations. The campaign will run across TV, digital video, paid social, display and streaming platforms, marking a major push for Cadbury as The Hershey Company increases brand investment.
Celebrities Get Couples Therapy for Samsung
Samsung Electronics is tackling the emotional hesitation around switching phones with its new “Switchers” campaign, starring Couples Therapy relationship therapist Dr. Orna Guralnik alongside celebrities including Ciara Miller, Dylan Efron, Clay Matthews and Nick Foles. The campaign humorously treats switching phone brands like a therapy session, addressing common concerns such as losing photos, passwords and text history while showcasing Samsung’s Galaxy Z Fold 8 and Galaxy S26. The campaign is part of Samsung’s broader effort to position itself as an entertainment-driven, AI-powered brand, using relatable storytelling and celebrity partnerships to highlight product benefits without making the ads feel overly tech-focused.
Danny DeVito Kicks Off Game Day with Jersey Mikes
Jersey Mike's Subs is marking its second year as an official National Football League (NFL) partner with “Game Day Mike’s Way,” an expanded brand platform and its most integrated campaign to date. The campaign revives the fictional rivalry between actor Danny DeVito and National Football League (NFL) legend Eli Manning, with a new biopic-style spot imagining DeVito becoming a muscular NFL quarterback and challenging Manning’s legacy.
Created with agency Highdive, the campaign will run across TV, online video, social, display, influencers and limited-edition products. The launch also comes as Jersey Mike’s ramps up digital marketing to reach Gen Z, increasing digital spending from less than 1% to more than 20% of its total marketing budget in the first half of 2026. The brand is also investing in digital infrastructure and first-party data as online sales and digital engagement continue to grow.
