2025 has delivered its fair share of marketing hits, misses, and head-scratchers. Before we turn the page to 2026, let's revisit the campaigns that captured our attention and unpack the insights
that'll fuel winning strategies in 2026.
Kicking Branding Back to 1995
Amid rising unemployment and political unrest, brands are turning to nostalgia as an antidote to
uncertainty. McDonald's revived its beloved Monopoly game, a campaign that had customers peeling game pieces off French fry containers from 1987 to 2014. This campaign succeeded because it tapped into
multigenerational memories, delivering familiar joy and optimism when consumers crave it most.
The 2026 takeaway? Audit your brand's archives thoughtfully. What resonated decades ago could be
today's comfort food. Just ensure it has aged well; not everything from the past belongs in the present.
Controversies That Required Apologies -- and Emotions That Didn't
From
widespread backlash to a presidential endorsement that momentarily boosted stock prices, American Eagle's problematic "Great Jeans" ad featuring Sydney Sweeney sparked fierce controversy. Rather than
apologizing, American Eagle doubled down with an unapologetic Instagram response defending its “creative” choice. It's the old "all press is good press" playbook, but in today's climate,
where outrage spreads fastest, what generates headlines at first can alienate audiences long-term.
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Conversely, despite online backlash and skepticism surrounding Cynthia Erivo and Ariana
Grande's emotional interview snippets, they masterfully promoted “Wicked: For Good.” This level of public vulnerability not only deserves respect, but it also skyrocketed the
film’sonline virality, making content promoting the film practically inescapable. There will always be critics who find earnestness cringy, but embracing authentic emotion offers a
reprieve from the disconnection plaguing culture today.
Going into 2026, it’s important to recognize when defiance is empowering, versus when it’s problematic. Whether a crisis
requires an apology differs from situation to situation, so choose your battles wisely.
AI Slop: Clean-Up in Aisle Four
"AI slop" is content riddled with obvious AI errors. The
term gained traction in 2025 after missteps like J.Crew's collaboration with Vans, which featured images with misshapen hands and unnaturally posed models. The result: viral mockery instead of viral
marketing.
The difference in demand for human craftsmanship versus AI slop couldn't be more stark. A nightmare -ueled McDonald's Netherlands ad received so much backlash that it was removed
entirely. Meanwhile, Apple's holiday ad was brought to life by traditional puppets and masterful puppeteers, which earned viral acclaim. The lesson: Audiences are hungry for authentic, meaningful,
storytelling—as only actual humans can do—in an increasingly artificial landscape.
Whatever the future holds for AI, transparency always wins. If you use AI, say so. If you
didn't, human ingenuity will likely do all the speaking for you. There are no shortcuts when it comes to artistry and meaningful storytelling.
The past year proved audiences are craving
genuine connection. In 2026, successful marketers will prioritize human creativity, transparency, and authenticity above all.