The creative narrative builds on Hilton’s philosophy of effortless movement and seamless experiences, positioning the brand as more than a hotel—it is a state of mind. Padukone’s presence adds star power and continuity to the campaign, which first launched in 2025 and quickly became a global success.  

Hilton reports that the debut chapter of It Matters Where You Stay garnered over 11 billion views across social and digital platforms, underscoring the resonance of its message with audiences worldwide. The new film continues this momentum, reinforcing Hilton’s commitment to delivering experiences that feel intuitive, fluid, and unmistakably Hilton.  

By blending cinematic storytelling with the brand’s hospitality ethos, McCann India has crafted a campaign that reflects both the glamour and practicality of modern travel. The film positions Hilton as a destination where guests can immerse themselves fully in their journey, confident that every aspect of their stay is thoughtfully orchestrated.  

As Hilton expands its footprint and strengthens its brand identity, the collaboration with Padukone and McCann India signals a bold continuation of its strategy to connect emotionally with travellers. The campaign not only highlights Hilton’s service excellence but also reaffirms its place in the cultural conversation about how hospitality can shape the way people live, move, and experience the world.  

Hilton has launched the next chapter of its It Matters Where You Stay campaign with a new film by McCann India starring Deepika Padukone. Building on the 2025 debut that drew over 11 billion views, the film celebrates seamless hospitality, effortless movement, and Hilton’s promise of intuitive, modern guest experiences.  

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The programme is open to directors within the first three years of their careers, offering them a chance to showcase their storytelling and filmmaking abilities. Participants can submit up to five pieces of work created between 1 June 2023 and 30 June 2026, with entries closing on 10 July 2026. Submissions will be reviewed by a jury of professionals from advertising, filmmaking, and content creation, ensuring that the evaluation reflects both creative and commercial sensibilities.  

The winner of Fresh Take 2026 will receive a paid trip to the prestigious D&AD Festival 2027 and will be commissioned for two projects at McCann India over a 12‑month period. Two runners‑up will gain complimentary access to D&AD’s online masterclass programme, Storytelling for Action, equipping them with tools to refine their craft and expand their industry knowledge.  

Rahul Mathew, Chief Creative Officer at McCann India, emphasised the importance of rediscovering new talent in the industry. “Discovering talent had always been a big part of the advertising industry. We’ve discovered and given good talent to a lot of other creative industries. But over the last few years, we’ve started leaning increasingly into the tried and tested. This is a small way for us to bring back the same. Young talent who may lead us into the future of storytelling and film making.”  

Donal Keenan of D&AD echoed this sentiment, highlighting the global importance of nurturing emerging talent. “Supporting the next generation of up‑and‑coming talent is so important. It’s valuable work that D&AD delivers very well across its learning and talent programmes globally, so we are delighted to partner with McCann in India to continue to champion and celebrate talent from the region.”  

Kashif Memon of Mothership Productions added that the initiative aims to bring new creative voices into the spotlight, giving young directors a platform to demonstrate their understanding of storytelling and commercial filmmaking.  

The winners of Fresh Take 2026 will be announced on 7 August 2026, marking a significant milestone for India’s advertising industry as it continues to invest in the next generation of creative leaders.  

McCann India has launched Fresh Take 2026, a platform for early‑career ad film directors, in partnership with D&AD and Mothership Productions. Open until 10 July, the programme offers winners industry projects and global exposure, aiming to nurture new creative voices and strengthen India’s role in shaping future storytelling.  

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Aldi has achieved a remarkable accolade in the world of sports marketing, with its 2022 Feast for Football campaign named the most popular FIFA World Cup advertisement ever by System1, the Creative Effectiveness Platform. The ranking placed Aldi ahead of 30 other iconic campaigns, underscoring the power of humour and playful storytelling in connecting with audiences.  

System1’s evaluation, conducted through its Test Your Ad platform, measured consumers’ emotional responses to advertising, assigning scores between 1.0 and 5.9 Stars based on long-term brand-building potential. Aldi’s campaign secured a stellar 5.0 Stars, demonstrating the enduring appeal of creative ideas that blend familiarity with fresh execution.  

The study also reignited the long-standing rivalry between Adidas and Nike. Of the 31 ads tested, Nike appeared more frequently, with seven campaigns compared to Adidas’ six. Yet Adidas outperformed its rival in average scores, cementing its reputation as the stronger brand in terms of creative effectiveness. Adidas’ Jose+10 (2006) and Footballitis (2002) were among the top performers, showcasing the brand’s ability to harness surprise and exaggeration to captivate audiences.  

Humour emerged as the most consistent driver of success across the ranking. Pepsi’s Sumo (2002), which pitted sumo wrestlers against footballers, matched Aldi’s 5.0 Stars, while Nutmeg Royale (2022) and Dare for More (2006) also scored highly by using playful contrasts and unexpected scenarios. Visa’s Football Evolution (2010) demonstrated the effectiveness of exaggeration, while Mars’ Singing for England (2010) tapped into national pride with a comedic twist.  

Nike’s legendary Airport (1998) secured a place in the Top 10, outperforming the brand’s more recent Rip the Script campaign. The result underscores a key lesson for marketers: distinctive creative platforms can retain their effectiveness for decades. Rather than constantly reinventing, brands may achieve stronger commercial outcomes by refreshing proven ideas that consumers already know and love.  

The Top 10 Greatest World Cup Ads of All Time, according to System1, are: Aldi’s Feast for Football (2022), Pepsi’s Sumo (2002), Pepsi’s Dare for More (2006), Adidas’ Jose+10 (2006), Mars’ Singing for England (2010), Adidas’ Footballitis (2002), Visa’s Football Evolution (2010), Adidas’ The House Match (2014), Nike’s Airport (1998), and Pepsi’s Nutmeg Royale (2022).  

Together, these campaigns illustrate the timeless power of humour, surprise and cultural resonance in advertising. Aldi’s triumph and Adidas’ overall dominance reaffirm that the greatest World Cup ads are not simply about star power or media spend, but about delivering creative experiences that fans cherish long after the final whistle.  

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A quiet, emotionally charged film from Georgia has captured international attention after “Birds Never Forget To Fly” secured a Merit award at the 2026 edition of The One Club for Creativity’s prestigious The One Show 2026. The campaign, created for PSP by Playmakers alongside Heima Production and Enkeny Films, was honoured in the Moving Image Craft & Production discipline for Direction / Single Image.

At a time when global advertising is often dominated by spectacle, artificial intelligence and hyper-fast visual editing, “Birds Never Forget To Fly” appears to have resonated through restraint and atmosphere. The recognition at The One Show, widely regarded as one of the advertising industry’s highest honours, places the Georgian creative community firmly on the international map.

The One Show, organised annually by The One Club for Creativity, celebrates excellence across advertising, design, branded entertainment and emerging creative technologies. Its Merit awards are reserved for work considered among the strongest entries globally, selected by international juries composed of leading creative professionals.

“Birds Never Forget To Fly” stood alongside campaigns from major global brands including Netflix, L’Oréal Paris and Xbox in the same category, underscoring the growing influence of independent creative voices from smaller markets.

The campaign’s title itself suggests a meditation on instinct, resilience and memory, themes increasingly visible in contemporary global advertising as brands seek emotional authenticity over polished persuasion. While the award archive offers only limited production details, industry observers have pointed to the campaign’s cinematic visual language and understated emotional tone as key strengths behind its international recognition.

The success also reflects the continued rise of Eastern European creative industries in global award circuits. Agencies and production houses from cities such as Tbilisi, Warsaw and Prague are increasingly gaining visibility for work that blends artistic storytelling with cultural specificity, often standing apart from the commercial conventions associated with larger advertising hubs.

For Georgian creatives, the recognition represents more than an award. It signals that emotionally rooted storytelling, even from smaller creative economies, can compete on equal footing with campaigns backed by some of the world’s largest agencies and entertainment brands.

The One Show 2026 featured winners across disciplines ranging from AI-driven creativity and gaming to film craft and social impact campaigns. The awards ceremony formed part of Creative Week in New York, an annual gathering that attracts agencies, filmmakers, designers and marketing leaders from across the world. 

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The bright orange dust left behind after eating Cheetos has long been part of the snack’s identity, but in the hands of marketers and creatives it has now become something far larger — a cultural symbol, a fan badge and an award-winning advertising device. “The Official Thingertips of Cheetos”, created by Goodby Silverstein & Partners for Cheetos, has emerged as one of the most talked-about campaigns in the global advertising industry after gaining recognition at The One Show and the Clio Awards.

The campaign builds on a deceptively simple insight: nearly everyone eats Cheetos with their dominant hand, willingly sacrificing clean fingers for the experience of the snack. Rather than treating the orange residue as an inconvenience, the campaign reframed it as a mark of commitment and fandom. The term “Thingertips” cleverly merged “things” and “fingertips”, turning stained hands into a playful badge of honour.

The work forms part of Cheetos’ wider “Other Hand” platform, a campaign direction that has consistently explored the humorous consequences of dedicating one’s dominant hand entirely to eating Cheetos. Advertisements, digital stunts and live activations imagined people attempting ordinary tasks — parking cars, designing fonts or performing professional duties — using only their non-dominant hand while their preferred hand remained occupied with the snack.

What makes “The Official Thingertips of Cheetos” particularly significant is how it reflects a broader shift in global advertising. Brands are no longer simply selling products; they are turning consumer behaviours into participatory culture. Instead of polished perfection, marketers increasingly celebrate quirks, messiness and rituals that audiences already recognise from everyday life. In Cheetos’ case, the infamous “Cheetle” dust — the orange powder coating fingers after eating the snack — became central to storytelling. Earlier campaigns had already explored the phenomenon, including “Cheetle in Cheadle”, which highlighted public fascination with the orange residue.

The campaign’s success also lies in its understanding of internet humour. Social media audiences often embrace absurdity, self-awareness and relatable inconvenience, all of which were embedded into the execution. From meme-friendly outdoor advertisements to digital interactions, the campaign was designed not merely to be viewed but shared and remixed. One billboard stunt showing the chaos of parking a car with the “other hand” reportedly gained viral traction online and spread through meme accounts and social feeds.

Industry recognition soon followed. At the 2025 edition of The One Show 2025, the broader “Other Hand” campaign won top honours in Integrated and Omnichannel categories, including the prestigious Best of Discipline Pencil. “The Official Thingertips of Cheetos” additionally picked up recognition at the Clio Awards in the fan engagement category, highlighting its crossover appeal between entertainment, advertising and internet culture.

Behind the humour sits a highly strategic brand exercise. The global snack market has become increasingly crowded, especially among younger consumers drawn towards novelty flavours, health-conscious alternatives and rapidly changing food trends. In such an environment, iconic brands must continually rediscover their cultural relevance. Cheetos chose not to compete solely on flavour innovation or nutritional positioning, but on emotional familiarity and ritualistic behaviour.

The numbers suggest the strategy worked. According to campaign information released through award submissions, the “Other Hand” platform generated billions of impressions and helped Cheetos grow sales despite a slight decline in the wider savoury-snack category. The campaign reportedly achieved overwhelmingly positive audience sentiment while expanding the brand’s social visibility.

The campaign also reveals how modern advertising increasingly depends on participation rather than passive viewing. Consumers today are not merely spectators; they become contributors, meme creators and cultural amplifiers. Orange-stained fingertips are especially effective in this regard because they already exist as a recognisable shared experience. The campaign did not invent a behaviour; it elevated one that millions already understood.

There is also a subtle nostalgia attached to the campaign’s success. Online communities continue to discuss old Cheetos flavours, childhood promotions and the brand’s unusual collectable culture with remarkable affection. Reddit threads filled with memories of discontinued flavours, promotional contests and rare snack variants demonstrate the deep emotional attachment audiences have formed with the brand over decades.

For advertising observers, “The Official Thingertips of Cheetos” stands as another example of how the industry increasingly rewards ideas rooted in authentic consumer behaviour. Rather than manufacturing artificial narratives, successful campaigns now often emerge from amplifying small truths that audiences instantly recognise. In this case, something as trivial as messy fingers became the centrepiece of a global creative success story.

The campaign’s rise also underlines the continued importance of humour in advertising. At a time when many brands chase social purpose messaging or cinematic emotional storytelling, Cheetos leaned unapologetically into silliness. Yet the humour never overshadowed the product itself. The orange residue, the awkward hand-switching and the exaggerated mishaps all reinforced the same idea: people love Cheetos enough to inconvenience themselves for it.

That combination of self-aware comedy, behavioural insight and cultural participation has turned a snack-food quirk into one of the year’s most celebrated creative campaigns — proving that sometimes the strongest brand ideas are already sitting on consumers’ fingertips.

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As the advertising industry continues to adapt to changing technologies, shifting consumer behaviour and increasingly complex media environments, industry associations are playing a growing role in ensuring that professional standards evolve alongside innovation. In Sri Lanka, 4A’s Sri Lanka is positioning itself as a key advocate for responsible advertising and the continued advancement of the communications sector.

The Association has outlined a mission focused on promoting good advertising, protecting the integrity of advertising agencies and their members, and encouraging a wider understanding of the role and value of advertising and marketing communications among both advertisers and the public.

In an increasingly competitive marketplace, trust and credibility have become essential assets. Against this backdrop, 4A’s Sri Lanka has emphasised the importance of maintaining strong professional principles and ethical business practices across the industry. The organisation has reiterated its commitment to preserving high standards of business conduct and encouraging standard methods of operation that support fairness, accountability and consistency.

Beyond regulation and standards, the Association also seeks to act as a collaborative platform for industry participants. It aims to work closely with commercial advertising and media organisations while creating an environment in which agencies and members can exchange views and strengthen professional relationships.

Industry bodies increasingly recognise that advertising extends beyond commercial messaging alone. Marketing communications influence public perceptions, shape consumer choices and contribute to wider economic activity. By strengthening awareness of advertising’s purpose and scope, 4A’s Sri Lanka hopes to foster greater appreciation for the sector’s contribution.

The organisation’s broader ambition also centres on service and excellence. By encouraging high-quality standards among agencies, it seeks to deliver stronger outcomes for advertisers, media owners and the wider public.

As advertising continues to transform in response to digital change and emerging trends, organisations such as 4A’s Sri Lanka are working to ensure that creativity and commercial growth remain anchored in professionalism, integrity and shared industry values.

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India’s advertising industry is moving towards tighter oversight of artificial intelligence-driven campaigns after the Advertising Standards Council of India (ASCI) released draft guidelines for the responsible labelling of synthetically generated advertising content.

The proposals arrive at a moment when AI-generated imagery, cloned voices and deepfake-style promotional material are increasingly finding their way into mainstream marketing campaigns. ASCI’s draft framework seeks to balance technological innovation with consumer protection by focusing not on the use of AI itself, but on whether such content could mislead, manipulate or create unrealistic expectations among audiences.

Under the proposed rules, synthetically generated content includes advertisements that are artificially created, modified or materially altered to appear authentic. The scope covers deepfakes, synthetic spokespersons, AI-generated voices and materially altered visuals. ASCI noted that AI becomes problematic only when it misleads consumers, exploits vulnerable groups, depicts unsafe situations or reproduces a real person’s likeness without consent.

Central to the proposal is a three-tier risk-based framework that classifies AI-generated advertisements into high, medium and low-risk categories. High-risk content would effectively remain prohibited even if disclosures are added. This includes fabricated endorsements, exaggerated product performance claims, fake locations presented as genuine, unauthorised deepfakes and AI-generated authority figures such as fictitious doctors endorsing health products.

The medium-risk category, where mandatory disclosure labels would apply, reflects the areas where AI is increasingly shaping commercial storytelling. ASCI identified virtual influencers, AI-generated replicas of real people, fabricated events or settings, non-existent products represented through realistic visualisation and exaggerated AI-generated sound effects linked to core product features as examples requiring transparency. Sponsored AI-generated product recommendations would also need explicit labelling.

At the other end of the spectrum, the draft guidelines exempt what ASCI considers low-risk applications from disclosure requirements. Routine editing practices such as colour correction, lighting adjustments, background enhancements, ambient AI-generated music and fantastical effects like dragons or fairies would not require labels because they are unlikely to materially influence consumer decisions. Administrative uses of AI, including generating advertising copy or accessibility descriptions, would also remain outside the disclosure mandate.

The proposed disclosure language itself is relatively straightforward. Brands may use labels such as “Audio/Video created using AI” or “Audio/Video enhanced using AI”, provided the disclaimers clearly inform consumers about the nature of the synthetic content. However, ASCI stressed that labels alone would not legitimise advertisements deemed misleading or harmful under the wider ASCI Code.

The guidelines also align with amendments to the SGI Rules introduced earlier this year, reflecting a broader regulatory shift towards transparency in digital communications. Yet the council appears keen to avoid overwhelming consumers with excessive disclaimers, warning against “consumer label fatigue” while attempting to preserve trust in advertising.

The draft signals a significant moment for India’s advertising ecosystem, where AI-generated content is rapidly becoming both a creative tool and a commercial risk. By distinguishing between harmless enhancement and deceptive manipulation, ASCI is attempting to establish guardrails for an industry racing to integrate artificial intelligence into every aspect of brand communication.

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Islands8, the award-winning Maltese gin, has introduced a vibrant watermelon variant in time for summer, pairing a fresh flavour profile with a dynamic design evolution crafted by London-based creative agency bluemarlin.

The launch arrives three years after bluemarlin reimagined the Islands8 brand identity with a forward-looking system designed to evolve. That original vision now finds expression in a bold, fruit-led extension that captures the warmth and ease of Mediterranean living. The new variant infuses the gin’s signature botanical base with a juicy watermelon note, offering a brighter, more playful take suited to long, sunlit evenings.

Rooted firmly in its Maltese heritage, Islands8 derives its name from the eight indigenous botanicals that define its character: marjoram, thyme, rosemary, sage, dill, aniseed, fennel and mint. The addition of watermelon introduces a distinctive twist while maintaining the integrity of the original blend, balancing familiarity with innovation.

Bluemarlin’s design system has played a central role in enabling this expansion. Built to be both recognisable and flexible, it draws on elements of Malta’s visual culture, including traditional tiles, ironwork and coastal imagery. At its heart lies the brand’s iconic ‘8’, a device that has been deliberately crafted to open up new creative possibilities. For the watermelon edition, this visual space is brought to life through a vivid palette inspired by the fruit’s sun-drenched tones, evoking a sense of effortless island glamour.

The launch marks a significant moment for Islands8 as it strengthens its position within the market. The brand has been gaining traction as a preferred gin on the island and has extended its reach by being served onboard KM Malta Airlines, offering passengers an early taste of Maltese craftsmanship.

Samantha Dumont, Executive Creative Director at bluemarlin, noted that the project reflects the original intent behind the design. She said the brand system was created to explore new opportunities, adding that it is now demonstrating its capacity to grow with new variants, occasions and audiences.

Co-founder George Xuereb described the move into flavoured gin as a natural progression. He emphasised the importance of remaining true to the botanical identity while creating something more accessible and versatile. Watermelon, he added, remains relatively uncommon within the category, making it a distinctive and timely addition.

With its latest release, Islands8 not only broadens its flavour portfolio but also underscores the value of a design approach that anticipates change, positioning the brand for continued evolution in an increasingly competitive spirits market.

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At Coty, men’s fragrance is no longer confined to tradition but is evolving into a space of greater individuality and expressive depth. The company notes a broader shift in how men approach scent, embracing unexpected ingredients and layered compositions that speak to personality and mood rather than convention.  

BOSS The Scent Eau de Parfum Intense is highlighted as a fragrance that embodies this transformation. Its pairing of maninka fruit with warm amber creates a composition that is both sensorial and expressive, a reflection of masculinity that is nuanced, layered and deeply personal. This approach signals a new era in men’s perfumery, where scent becomes a medium of self-expression.  

Since its founding in 1904, Coty has built a reputation for fearless innovation, pioneering countless ‘firsts’ and ‘bests’ that have shaped the beauty industry. For over a century, its brands have empowered people to express themselves and create their own vision of beauty, a legacy the company continues to expand.  

Coty’s philosophy is rooted in collaboration—with its people, partners and customers—to unleash every vision of beauty. It stands for the beauty of diversity and the diversity of beauty, celebrating and inspiring all forms of expression. This ethos extends beyond aesthetics to responsibility, honouring both people and the planet with a commitment to “Beauty That Lasts.”  

The company’s mission is to create forward-thinking beauty, offering products that deliver innovative, science-based solutions. By aligning this mission with the evolving landscape of men’s fragrance, Coty reinforces its role as a pioneer, shaping not only how beauty is experienced but also how it is defined.  

In championing expressive masculinity through fragrance, Coty continues to break new ground, proving that beauty is as much about individuality and authenticity as it is about tradition.  

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McDonald’s Hong Kong is turning the return of its Shogun Burger series into a cultural moment by reuniting Louis Koo and Jessica Hsuan, one of Hong Kong’s most iconic on-screen pairs. The series, which includes the egg shogun burger, shogun burger, and double egg shogun burger, continues the romantic theme that has defined past campaigns.  

A McDonald’s Hong Kong spokesperson explained that Koo and Hsuan embody a shared cultural memory for generations, making them the perfect fit for the revival. With Koo portraying Shogun and Hsuan as Tamago, the campaign channels classic romance while reintroducing the product in a way that feels emotionally resonant and authentic to today’s consumers.  

Developed in collaboration with BBDO Hong Kong, Such Hong Kong, and OMD Hong Kong, the campaign speaks directly to Gen Z and Millennials who grew up with both the Shogun Burger and Hong Kong drama culture. At the same time, it extends its appeal to younger audiences through music, digital storytelling, and collectibles, ensuring cross-generational relevance.  

“By balancing nostalgia with modern formats and platforms, the campaign is able to connect with multiple generations and reaffirm McDonald’s cross‑generational relevance,” said the spokesperson.  

The campaign launched with a teaser music video on 24 April, followed by the official release on 26 April and the promotional rollout on 27 April. Its centrepiece is a high-production music video featuring Koo and Hsuan’s first-ever duet, supported by narrative-led character development and interactive social engagement mechanics, particularly on Threads.  

By weaving together romance, pop culture, and entertainment-driven storytelling, McDonald’s Hong Kong has transformed the return of the Shogun Burger series into more than a product launch—it is a cultural event that resonates across generations, reaffirming the brand’s place in the city’s collective memory.  

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