Adidas “Backyard Legends”
Adidas’ new “Backyard Legends” short was directed by Mark Malloy, created by Lola USA and produced by Smuggler. It’s the center of their campaign for the 2026 World Cup. Timothee Chalamet plays a neighborhood organizer assembling a pickup team to take on the local reigning champions (who haven’t lost in 30 years). Chalamet’s team includes Messi, Jude Bellingham, Lamine Yamal, Trinity Rodman, and Bad Bunny. Beckham, Zidane, and Alessandro Del Piero also appear as de-aged younger versions of themselves via CGI. More.
The real story: This ad probably cost mid-eight figures, but that might have been worth it. Not because ads with big names are good, but because everyone in this spot is part of the storytelling, and nobody’s time is wasted. The short film format works really well here, and the fast clip of the storytelling keeps you watching. I will be referencing this spot to anyone that doubts the power of strong story and visuals being worth the spend.
Jelly Belly “Bean Appetit”
Jelly Belly launched its new campaign “Bean Appetit” with the goal of repositioning the brand as gourmet. The project includes curated collections like Endless Summer, Farmstand Fruit, and Signature 10, along with new packaging, a redesigned website, and a series of digital shorts comparing flavors to the things they’re meant to be in real life. More.
The real story: I get this is supposed to be tongue-in-cheek, but in no universe do I believe my Jelly Belly jellybean will taste like fresh strawberry jam (and that’s okay). The “contains no real fruit” disclaimer isn’t doing much to help their case either. I love the look of this campaign. I think the “collections” concept makes sense. I would have preferred they went nostalgic. I want to watch someone enjoy the ‘90s and eat Jelly Beans (or maybe that’s just projection). I also don’t love “Bean Appetit.” After that viral meme, I can’t see “bon appetit” as anything other than “bone apple teeth.”
ChatGPT Self-Serve Ads Are Here
OpenAi opened its self-serve ChatGPT ads manager to all US advertisers on May 5 (no longer requiring the $50k minimum spend). Dentsu, Omnicom, Publicis, and WPP teams have all been onboarded. Expansion into the UK, Japan, South Korea, Brazil, and Mexico are coming soon. More.
The real story: Three months ago, ChatGPT ads didn't exist, now they are (supposedly) pulling in $109 million a month. The format so far is a bit underwhelming, it’s a favicon placement that leaves a lot to be desired.
If you’re new here, I write a monthly serialized novel called Everything is Advertising, about a burned-out Creative Director and his cynical team that accidentally create QAnon through a viral marketing campaign. If you like that kind of thing, you can start at Part One and catch up from there.
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