Big Brands Roll Out Star-Studded, Cinematic Ads

The week's most talked-about ads span everything from Messi's farewell tribute by Michelob Ultra to Spider-Man-powered phone launches by Samsung. Under Armour debuted Heated Rivalry actor François Arnaud as its new global ambassador in a sweat-drenched garage workout, while Lavazza tapped Martin Scorsese and his daughter Francesca for a five-part short-form series touring New York's iconic locations.

American Eagle called up Gen Z heavyweights Sydney Sweeney, soccer star Lamine Yamal, and country singer Ella Langley for a back-to-school mall fashion spot. Fenty Skin put Rihanna and A$AP Rocky together to promote SPF with the cheeky 'Don't be Dumb' tagline. DoorDash's short films highlighted the independence and relief gig work can offer, and Kraft Heinz partnered with Disney on a children's-eye-view celebration of mac and cheese and ketchup, complete with Mickey-shaped dollops.

These campaigns are not just one-off stunts. They signal a moment where brands are betting on high-production narrative, established cultural icons, and cross-platform characters to earn attention in an overcrowded media landscape. The sheer density of recognisable faces—from Rebel Wilson for Noom to Olivia Rodrigo's Etsy collection co-designed with female-owned shops—underscores how central celebrity and emotional resonance have become to advertising's immediate playbook.

Why This Week's Ad Blitz Leans So Heavily on Nostalgia and Celebrity

The Celebrity Playbook Expands

The campaigns highlight a broadening of celebrity casting beyond traditional athletes and A-list actors. Fenty Skin is using A$AP Rocky’s album promotion to drive product education, Noom is leaning on Rebel Wilson’s wellness journey to make GLP-1 medication seem more accessible, and Etsy is turning pop star Olivia Rodrigo into a collaborator rather than just a face. This blurs the line between endorsements and creative partnership, aiming for deeper audience connection.

Cinematic Storytelling as a Differentiator

Samsung’s 60-second spot with Jacob Batalon as Spider-Man’s sidekick, complete with a behind-the-scenes documentary, treats a phone launch as a blockbuster movie. Lavazza’s Scorsese series is essentially a branded short film. These investments suggest that brands are not just selling products; they’re competing with streaming platforms for minutes of consumer attention. The ad itself becomes the content people seek out and share.

Nostalgia and Pop-Culture Crossovers Prove Resilient

Kraft Heinz’s tie-in with Disney, featuring Toy Story and Star Wars references, and Michelob Ultra’s emotional tab-closing for Messi’s career both tap deep-seated memory and fandom. This approach reduces the barrier to brand acceptance—consumers already love these stories, and the brand simply inserts itself into a positive emotional moment. It’s a less interruptive form of advertising that can perform particularly well in short-form social feeds.