THE ADS THAT WANT YOUR ATTENTION, YOUR EMOTIONS, AND YOUR HOLIDAY BUDGET
Written By: Lexi Rapnikas
Campaign of the Week: Maybe. It’s Miley.
Maybelline New York is updating its iconic “Maybe she’s born with it. Maybe it’s Maybelline” tagline for the first time in decades, introducing “Maybe. We’re born with it. Maybe. It’s Maybelline.” as part of a new global brand platform starring Miley Cyrus.
The rebrand shifts the messaging from focusing on individual beauty to celebrating inclusivity, confidence and self-expression, reflecting changing consumer perceptions of makeup as a tool for empowerment rather than simply enhancing appearance. Led by Cyrus through its “The Beauty of Infinite Possibility” campaign, Maybelline will expand the platform in the coming months by featuring more women sharing how beauty allows them to express themselves and reinvent their identities.
The One With Quince’s Biggest Campaign
Quince is launching its largest campaign to date, starring Friends actor David Schwimmer in its first celebrity-fronted TV ad, which draws on the sitcom’s iconic red sweater storyline. The holiday campaign follows Schwimmer as he searches New York City for the perfect red cashmere sweater, highlighting Quince’s signature $50 cashmere product and its commitment to making quality goods more accessible.
Running across social, streaming, connected TV and owned channels, the campaign reflects the retailer’s efforts to expand brand awareness and reach new audiences as it surpasses $2 billion in sales. Schwimmer, a longtime Quince customer, also marks the brand’s first male lead in an ad as it looks to attract more male shoppers while expanding into home, beauty and international markets.
Disney Finds Holiday Magic in the Unseen
The Walt Disney Company is kicking off its global “Make the Holidays Magic” campaign with a three-minute holiday film, “The Invisible Horse,” directed by Dougal Wilson. The spot follows a young boy named Jack who has outgrown Christmas until an invisible horse sparks his imagination and brings him closer to his family. Moving away from the previous two holiday campaigns directed by Taika Waititi, the new creative uses storytelling and emotional nostalgia to reinforce Disney’s connection to family traditions and holiday magic. The broader campaign will feature festive experiences, entertainment and gifting initiatives, alongside a partnership with Make-A-Wish America to support children and families throughout the holiday season.
Xfinity Wants You to See What You’re Missing
Xfinity is launching a new holiday campaign starring Academy Award-nominated actor John C. Reilly as the “Ghost of Christmas Very-Recent-Past,” a playful twist on Charles Dickens’ A Christmas Carol. The campaign features the ghost appearing at holiday gatherings to help people rewind special moments they missed because they were distracted by their phones, from a mistletoe kiss to a child knocking over a snowman.
The creative highlights Xfinity’s new Holiday Mode feature, which allows users to temporarily pause their Wi-Fi connection to encourage more screen-free time with loved ones. Inspired by research showing that 87% of consumers want to be more present during the holidays but only 46% achieved that the previous year, the campaign reinforces the importance of putting technology aside to make room for meaningful real-life connections.
Rao’s Serves Up an Emotional Reality Check
The Campbell's Company's Rao's is taking an emotional approach to holiday marketing with “Limited-Time Only,” a four-minute campaign featuring three real people confronted with how many meals they may have left to share with loved ones. Posing as a limited-time product promotion, The Campbell's Company’s-owned pasta sauce brand gives each participant a jar labeled with a calculated estimate of their remaining meals with family members, prompting emotional reactions and a renewed appreciation for time together.
The campaign was inspired by research showing that Americans are 33% more likely to eat alone than a generation ago and 13% less likely to share meals with their children. The film builds on Rao’s broader “Make Time” platform, encouraging consumers to prioritize family connections and shared meals over busy schedules. Rather than relying on traditional product-focused advertising, Rao’s uses an unexpected, data-driven storytelling approach to highlight the emotional value of everyday moments around the dinner table.
