The Adweek of the year
Domenico Loperfido
Chief Growth Officer at DUDE // CEO and partner at DUDE Design | DUDE Things
A full-on feast of ads, all crammed into one week
Hi friends,
it's wild how every year squeezes the most hyped ads into a week—Super Bowl?in the States and?Sanremo?in Italy.
So, for a little public service, I've picked out the top Super Bowl spots from Creative Review and La Gazzetta Del Pubblicitario ?Sanremo's picks.?
If I had to point out the must-watch ones,?Nike's Super Bowl comeback is an old classic that always gives me chills, and?Uber Eats?with the conspiracy theory?isn't bad at all.?
As for the ads during the Italian festival, nothing really blew me away, but I'd highlight?MV line?and?Costa Crociere's wildcard approach (very Coinbase a few Super Bowls ago).?
And if you're still not satisfied after these two roundups, the real hidden gem of the week—still under the radar—is MullenLowe UK 's mind-blowing work with?Knorr and Tinder.
Have a good read.
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ADVERTISING
Super Bowl 2025: A wild ride through the wackiest commercials
The Super Bowl 2025 showcased a series of quirky and nostalgic ads, with commercial slots costing millions and featuring a mix of celebrity appearances. This year's trends leaned into bizarre humor, nostalgia, and a touch of artificial intelligence. Highlights included a?Mountain Dew ad directed by Taika Waititi,?Kieran Culkin's comedic turn for Nerdwallet, and?Google's heartfelt narrative about a father-daughter relationship. Celebrities like Meg Ryan and Billy Crystal brought nostalgia to the forefront, while?Nike surprised everyone?with a powerful tribute to women's sports.
ADVERTISING
Sanremo 2025: The Ultimate Ad Showdown
The?Sanremo 2025?festival featured over?70 commercials, but this year saw a noticeable decline in quality compared to previous years. Despite the challenges, standout ads emerged. Notable mentions include?MV line,?Ceres Bromance, and?Costa Crociere's captivating "30 seconds to decide," which ultimately claimed the top spot in Gazzetta del Pubblicitario's top ten.
One standout at Sanremo 2025 is this year’s festival identity and title treatment—big step up from past years, if you ask me. Check out Caffé Design's top-notch analysis.
FEATURED
A bunch of news from my network
-?Netflix’s domination at Sanremo?[source Andrea Menandro linkedIn]?
-?PUMA, AC Milan, and Off-White?’s latest campaign?[source Josele Angulo Rodríguez linkedIn]
-?WeRoad OOH Sanremo playlist?[source? Margherita Galluzzo linkedIn]
-?Sanremo 2025 Spotify commercial?[source Pas Frezza linkedIn]
-?Amazon opens its first physical store in Italy?[source Alberto Chies linkedIn]
NOBODY READS ADVERTISING
People read what interests them, and sometimes it’s NOT an?Ad
Let's jump in something out of the bubble:
Streaming binge:?The White Lotus’ is coming to Thailand. So are the Tourists.
Follow for follow:?Launch your business in 2025? Follow Foundr?
In case you missed it
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MARKETING
Mktg picks not to miss
ADVERTISING
Cooking Up Love: Knorr and Tinder's recipe for romance
Knorr?and?Tinder?have teamed up for a quirky campaign titled?#UnlockYourGreenFlag, just in time for Valentine's Day. MullenLowe UK 's campaign highlights cooking as the ultimate "green flag" in dating, especially among Gen Z, where 93% believe it's a desirable trait. The ad creatively contrasts common "red flags" in relationships with the universally appealing cooking skill.
DESIGN
Peanut Butter & Pickles: The unexpected recipe for academic work's brand makeover
Academic Work, a leader in Sweden's recruitment sector, has expanded its reach across Europe and sought a fresh brand identity to match. Partnering with Stockholm-based agency OKTO , they embraced a unique design philosophy that celebrates complexity and unexpected pairings, likened to the surprising combination. The branding process involved creative typography, playful imagery, and a vibrant color palette, illustrating the harmony between candidates and roles.
Read more here on The Brand Identity
Thank you so much for reading this far—I truly appreciate it. Last week’s most-clicked link was:
-?“Urban Vision loves Rolling Stones” at Sanremo?[source Vito Pace linkedIn]