World Cup Mode On
I wasn’t planning to enter the hype yet. Then these two ads showed up.
Hi Friends,
Only 26 days left until the World Cup kicks off in the US, Mexico, and Canada, and we’ve officially reached that point where I fell for it too. So yes, here are two of the best campaigns I’ve seen so far.
There’s been a lot of noise around the absurd price of tickets, so Air Transat jumped on it with a brilliant OOH campaign.
The second World Cup campaign is all heart. I don’t know if you’ll love it as much as I did, but honestly, after watching Volver será único, Fernet-Branca’s post-Covid spot about finally getting back together, anything involving Fernandito has my full attention. Their new spot with Zurda Agency has exactly the right pre-match vibes.
And apparently, when a country wins the World Cup, birth rates can go up nine months later. Which makes Andrex’s new spot weirdly on topic. Please send it to every pregnant friend you have. It’s a great little lesson, and it’s directed insanely well.
And to close things properly, YETI’s rebrand.
Have a good read.
You're one of the 5,900+ professionals and creatives who are subscribed on Substack and LinkedIn and following on Instagram.
If you're a brand wanting to reach Marketing and Advertising fans reading "in case you missed it," hit me up at incaseyoumissedit@domenicoloperfido.com and check out the media kit.
Some other things worth your reading:
- After hearing Caffè Design at Digital Design Days last week, and since I’ve been following them for a while, here’s one worth watching. They created Creative Design Masters, Italy’s first talent show looking for the best designers in the country. Find out more here.
- Contagious just released its 2026 Pioneers list, celebrating the agencies doing the best and bravest work on the planet.
ADVERTISING
Airline Tackles World Cup Ticket Madness
Air Transat just turned the pricey World Cup ticket dilemma into a clever travel campaign. By revealing real-time comparisons between match tickets and airfare, this initiative speaks directly to fan frustration. Instead of shelling out for a game, why not fly to your favorite team's home nation and soak up the local football culture? The agency Courage crafted this reactive idea, tying consumer pain points to brand offerings in a playful, relatable way.
ADVERTISING
Argentina's Intensity Gets Unbearable
Fernet Branca recently rolled out their audacious campaign, 'We Are Unbearable', in collaboration with Mama Hungara and Zurda Agency. Harnessing the unrivaled fervor of Argentine football culture, this clever ad turns the nation's intense passion into a badge of honor just in time for the World Cup. With an anthem that resonates with fans, Fernet Branca cements its place in the heart of Argentina's identity.
FEATURED
A bunch of news from my network :
- Airbnb launches 'Le vacanze, per davvero' to showcase the real Italian holiday experience [source Maria Vittoria Felli linkedIn]
- Spotify celebrates 20 years by letting you relive your musical journey with a new in-app experience [source Arianna Dellera linkedIn]
- illycaffè turns coffee into art at Biennale Arte 2026 with a splash of creativity from four talented artists [source Evangelos Touras linkedIn]
- Kotton teams up with Subsense and DUDE to launch Gi Group's 'Beyond' campaign, putting human skills front and center [source David Abravanel linkedIn]
- Serenis drops a teaser and poster tackling our fears for Mental Health Month [source Francesco Morzaniga linkedIn]
- Adoratorio helps L'Amande rediscover its authentic voice for Gen Z without losing its nonna-approved heritage [source Enea Rossi linkedIn]
- MI AMI festival is just 6 days away, and brands are vibing with the community [source Leopoldo Bianchi linkedIn]
NOBODY READS ADVERTISING
People read what interests them, and sometimes it’s NOT an Ad
Let's jump in something out of the bubble:
Ranked: The overall ranking of Best Countries
Streaming binge: Christopher Nolan Has Been Dreaming of The Odyssey for More Than 20 Years
Follow for follow: Kareem Rahma just launched a new editorial format called Keep The Meter Runnin’, where he interviews New York taxi drivers
Fun fact: The Surprising Truth About What Outer Space Smells Like
MARKETING
Mktg picks not to miss
- Charli XCX Invests In Nothing
- Meta says it’s winning the talent war with OpenAI
- Burberry points to marketing as ‘signature factor’ of brand turnaround
- How Home Depot is crafting content on the road to the World Cup
ADVERTISING
Andrex takes on Labor Pooping Stigma
Andrex is back with a cheeky new campaign from FCB London, tackling one of the last taboos of childbirth: the dreaded labor poop. With 75% of women fearing this natural occurrence, the brand encourages everyone to embrace the laughter amid the embarrassment. Their latest ad features real women sharing their fears and post-birth revelations, aiming to normalize this part of the birthing experience.
DESIGN
Yeti's Logo Gets a Passionate Makeover
Outdoor brand YETI, known for its rugged products, has reworked its iconic logo in partnership with Wieden+Kennedy Portland to celebrate its expanded community. The new campaign showcases a one-minute film creatively swapping 'Yeti' with other four-letter words that resonate with thrill-seekers, emphasizing activities like ‘Ride’ and ‘Dive’. This marks a shift in Yeti's identity, aiming to embrace not just outdoor enthusiasts but urban adventurers too.
Thank you so much for reading this far - I truly appreciate it. Last week’s most-clicked link was: