Nike – LA Loves a Sequel
Wieden+Kennedy Portland has a knack for creating magic when partnering with iconic U.S. athletes and institutions, but this campaign stands apart as a masterclass in timing and cultural relevance.
Released seconds after the Dodgers secured the 2025 World Series, the spot quickly became Nike’s most-liked win post in history. Leveraging the Dodgers’ back-to-back championships, W+K leaned into Hollywood’s obsession with sequels. By referencing the blockbuster theme of the previous year’s victory commercial, they utilized the rolling credits framework to brilliant effect.
The cultural precision here is near-perfect. From the “sequel” concept that nods to LA’s cinematic identity to the inclusion of Kendrick Lamar – a definitive modern ambassador for the city, every detail felt intentional. Using “Squabble Up” as the score was a stroke of genius, subtly tapping into the Kendrick vs. Drake (Dodgers vs Blue Jays) narrative and turning the ad into a victory lap that doubled as a cultural diss track. That opening shot of Blake Snell timed to the first beat drop remains unforgettable.
The soundtrack truly drove the conversation, with “Squabble Up” accounting for 76% of the film’s total mentions and propelling the track back onto the Billboard Hot 100. It’s the kind of work you have to watch on loop. In this rare instance, the sequel didn’t just live up to the original – it surpassed it.
Marty Supreme Promo
This promo for Marty Supreme is a total disruption – showcasing the unconventional, progressive marketing shifts currently reshaping the movie industry. For a film with such a high-profile lead, A24’s decision to go rogue was both unexpected and incredibly effective.
“Accidentally” leaked via Timothée Chalamet’s Instagram, the content features an 18-minute Zoom brainstorm with the A24 production team. It’s a brilliant slow burn as Chalamet riffs on increasingly ridiculous promotional ideas, perfectly capturing the awkward, absurdist energy seen in Netflix’s The Studio. It sends up the entertainment industry’s most hilariously cringeworthy scenarios – especially those that occur when high-level talent enters the marketing room.
As someone who has sat in meetings dangerously close to this reality, I found the polite, strained reactions to the absurdity brutally authentic. The realism suggests these might have been actual marketing professionals responding in real-time, making the comedy land even harder.
Perhaps most impressive is the “zero-budget” nature of the work, since Chalamet co-created the piece rather than being commissioned for it, the promo feels organic rather than manufactured. It’s a refreshing, daring approach to film promotion that proves “different” isn’t just good – it’s hugely successful.
JD Sports – Where Are You Going
JD Sports delivered a complete departure from the typical festive ad. While most brands lean into formulaic, high-budget, conventional holiday cliches, JD and Uncommon did the unthinkable, they handed the creative reins entirely to their community. By moving away from eye-watering budgets and forced celebrity cameos, the spot offers an authentic, candid portrait of modern youth culture.
In a world where young people often feel unheard and misunderstood, JD gave them the mic and the camera. Equipping them with phones to document their lives under the prompt “Where are you going?” created a genuine, unfiltered window into the lives of JD’s generation. It is the ultimate expression of the “Forever Forward” platform – building with the community, not just for them, and showing the world through their eyes.
The film acknowledges the simple truth that youth don’t need to be told who they are, they lead the way. Handing over control for a major festive moment was a bold, high stakes move, but it was undeniably the correct one. It proves that when you trust your audience to tell their own story, the result isn’t just an ad – it’s a movement.
