For the fourth year in a row, L.L.Bean has gone off the grid for Mental Health Awareness Month. 

The outdoor retailer has completely shut down its social media presence for the month of May, leaving only three pinned posts on its feed, reading“Off the grid. See you June 1st.” In our digital-first world, and a digital first industry, L.L.Bean’s campaign is a refreshing reminder that sometimes, the best connection you can make is the one with yourself.

Did our favorite influencer just…deinfluence us?

Back in December, Alix Earle posted a quick TikTok saying her hair had never felt better — and all she’d used was an old, expired bottle of Pantene she found in her parents’ shower. No brand deal. No scripted ad. Just a super chill video that instantly took off.

The internet listened, and so did Pantene.

What do you get when a beach-loving beer teams up with a show about fungal zombies and emotional devastation? A brand partnership that somehow…works.

Corona and HBO’s The Last of Us have joined forces for the “La Playa Awaits” campaign, a collab that celebrates Season 2 of the series and Corona’s 100th anniversary.

Another Coachella has come and gone, and we’ve spent the last couple of weeks obsessing over the iconic fit checks, camping setups, and incredible performances that make the festival what it is. As marketers, though, what really gets us excited every year are the brand activations. This year’s standout? Rhode and 818.

Last week for Anti-Street Harassment Week, L'Oréal Paris launched their “Never Your Fault” campaign, part of their long-standing Stand Up Against Street Harassment program. The social media posts caught our attention, but it’s the brand’s deeper commitment that really gained our respect.

We’ve said it once, and we’ll say it again: storytelling is so important in marketing.

Apple gets it. Their latest ad for AirPods 4 is a full-on emotional experience. Directed by Spike Jonze and starring none other than Pedro Pascal (who the internet cannot get enough of), the five-minute short film Someday is a reminder of how powerful a good story can be.

If you’ve ever watched The White Lotus and thought, "I need to be on that vacation—minus the murder and awkward dinner conversations," you’re not alone. With each episode pulling in an average of 10 million viewers per episode, brands are jumping on the opportunity to jump on its effortlessly chic, slightly chaotic, and oh-so-aspirational aesthetic.

This week, skincare brand The Ordinary teamed up with MSCHF to offer a dozen eggs for just $3.37. Yes, eggs. In the middle of New York City’s ongoing egg shortage, The Ordinary took a break from beauty products and dropped this unexpected promo at 2 New York grocery stores.

Sometimes, a billion-dollar brand starts in a kitchen with a great idea, plenty of trial and error, and a dream. That’s exactly how Poppi grew from a homemade drink sold at farmers' markets to a PepsiCo acquisition worth nearly $2 billion.

It’s been 40 years since Aritzia first opened its doors, and they’re marking the milestone in true Aritzia fashion—by blending nostalgia with what’s trending now. Whether you remember saving up for your first TNA bag or you’re all about their effortless office staples today, Aritzia has cemented itself as a go-to for everyday luxury. And to celebrate four decades, they’re bringing back iconic pieces and launching fresh collaborations that feel both familiar and exciting.

Gap is channeling its signature 90s vibe with a 2025 refresh. Last week, the brand launched its spring campaign, Feels Like Gap, featuring the effortlessly cool Parker Posey. Set to the track Mama’s Eyes by METTE, the campaign blends nostalgia with self-expression, movement, and confidence—classic Gap, with a modern edge.

Duolingo has always been known for its out-of-pocket marketing, but this time, they took things to a whole new level, announcing the "death" of their famous green mascot, Duo the Owl.

Nike and Skims together? Yes, please.

The collab was announced earlier this week, and it’s one that feels like it was meant to happen. Both Nike and Skims have spent years carving out their places in the fashion and sportswear world—Nike, known for innovation and performance-driven gear, and Skims, recognized for its body-positive, inclusive approach to everyday wear. This partnership brings those strengths together, and we’re here for it.

Sephora Canada’s newest campaign builds on its 'We Belong to Something Beautiful' initiative, first launched in 2019. This latest installment highlights personal stories that push past traditional beauty norms—a male hockey player embracing skincare, an older woman enjoying a night out with confidence, and a young adult using makeup in their own unique way. It’s not just an ad—it’s a celebration of self-expression in all its forms.

Branding is about so much more than a name—it’s about recognition, perception, and the story a company tells. In the case of UGG Since 1974, even though the company is forced to rebrand outside of Australia, the value of their brand remains intact. It’s found in their history, craftsmanship, and the loyal customers they’ve built over decades.

Rare Beauty knows how to grab attention, and their Soft Pinch line has been that girl since day one. You’ve definitely seen the gold-capped Soft Pinch Liquid Blush all over your feed — it’s iconic for a reason. It’s been a staple since launch, and now Rare Beauty  is back with a new drop: Soft Pinch Liquid Contour.  The vibe? Effortless. “Dot ➡️ Blend ➡️ Done ☑️.”

We’ve been hearing rumors about a TikTok ban in the U.S. for months. Last weekend, it finally happened… well, kind of. U.S. users were kicked off the app for less than 24 hours, and while the shutdown was brief, the ripple effects are hard to ignore. Here’s what we’re taking away from the TikTok ban that wasn’t:

Heineken’s latest campaign, “0.0 Reasons Needed,” is marketing that is connecting with people on a real level. By tackling the stigma around non-alcoholic beer with humor and honesty, Heineken has created something fresh, relatable, and on point for today’s culture.

AI is everywhere these days, from chatbots to content creation. It’s clear that AI can do a lot of heavy lifting, but there are still things it just can’t do like humans can. When it comes to connecting with people, the human touch is irreplaceable.

Nike and LEGO are teaming up to bring the worlds of sport and play together in a way we’ve never seen before. This multi-year global partnership, set to launch this year, combines the creative power of LEGO bricks with Nike’s "Just Do It" spirit, creating endless opportunities for kids to get active, imaginative, and inspired.