Adweek 评选本周 11 个值得关注广告战役，从 Calvin Klein 到 Dunkin'
Ads of the Week: 11 Campaigns That Caught Our Eye, From Calvin Klein to Dunkin’
- 1Adweek 评出本周 11 个值得关注的广告战役，节日季明星代言集中上线
- 2Selena Gomez 与 Tate McRae 出演 Ulta Beauty，Channing Tatum 为 Dunkin' 再演 Gambit
- 3Apple 用 iPhone 拍摄排灯节影片，Jude Bellingham 出镜 Calvin Klein
- 4Levi's 推出雪人 Gus，Canva 演示设计工具日常用法，Visit Iceland 拍摄会议创意
节日季广告的注意力竞争集中在明星主角与节庆时刻，头部消费品牌普遍押注名人代言作为节日档主打。
- 影响：品牌方的节日档创意比拼集中在明星资源与节庆时刻借势；Apple 借排灯节和 iPhone 实拍做差异化，节庆选择本身也是创意变量；文中案例为编辑精选，无效果与预算数据。
- 参考：可考虑在节日营销规划中先测算明星代言与 IP 授权的成本收益，再评估排灯节等差异化节庆或实拍工具展示这类低成本替代思路。
- 依据：11 个案例由 Adweek 编辑每周主观精选，只呈现创意与明星阵容，未提供投放效果、预算等口径。
The holiday ads are falling like snowflakes, and brands are wheeling out the big celebrities. Selena Gomez and Tate McRae star in a spot for Ulta Beauty; Channing Tatum reprises his role as Marvel’s Gambit for Dunkin’; Alan Cumming narrates an animated spot for e.l.f.; and Jude Bellingham strips down for Calvin Klein.
And Apple is celebrating a different holiday, with a beautifully choreographed Diwali film, shot on iPhone.
Elsewhere, Levi’s introduces us to Gus the yeti, Canva shows how its graphic design tools can be used in everyday life, and Visit Iceland sits in on a meeting so you don’t have to.
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来源：Adweek · adweek.com