AXE Enlists Lil Baby For ‘Fresh As Fr*sh’ TVC

Public School co-founder Dao-Yi Chow took his final bow in a diamond-studded collaboration with KAY.

Subway has chosen Martin as its creative agency of record following a review that began in May. The agency’s first work for the brand, based on the single idea Martin presented in the final pitch, is expected to run in the fall.

The cereal’s ‘Eat ‘Em Up’ track is back and bigger than ever with a video directed by AMD via Lyrical Lemonade; LBB’s Ben Conway chats to the brand and MARTIN* creatives about making a cultural moment out of the track’s revival on socials.

Fighting invisibility starts in the feed, and we've been going all in on social. Seems to be working: 10 Shorty Awards across three social-first campaigns, plus Agency of the Year. The vibes? Immaculate. The work? Certified. 🏆

Hershey’s new campaign for the 2026 Olympic and Paralympic Winter Games sees success beyond not just in medals but in everyday moments of joy.

The YMCA of the USA is marking its 175th year in the country with a national campaign that puts community connection front and center.

The heritage brand looks to the next century of growth with a bold new creative partner.

Ritz is returning to the Super Bowl for its second consecutive Big Game commercial.

The Mondelēz International snack brand will air a 30-second ad during the third quarter of Super Bowl 60 on Feb. 8, 2026. 

Geico is rolling out a new marketing effort that leans into the idea that insurance decisions are often less rational than we pretend.

As we do each summer, we’re taking time this week to look back at the best creativity of the year so far—selecting 28 of our favorite campaigns from 2025 to date, which reflect an impressive breadth of ambition, tone and craft.

Gardening and grooming are back on the same page, according to Scotts Miracle-Gro. After decades of the bikini wax trend, the new hot choice, at least according to some, is “full bush in a bikini.”

That has caused greater alignment between beachgoers and gardeners, who also want to grow their bushes, and gardening brand Miracle-Gro saw an opportunity.

The Martin Agency’s first campaign for General Mills, “Must Cinnadust,” uses dark humor and stop-motion animation to depict Cinnamon Toast Crunch squares cannibalizing each other, tapping into true crime themes to appeal to older teens and young adults. While the concept leans into mature, grim territory, it maintains a playful tone in line with the brand’s quirky history.

For Distracted Driving Awareness Month, Project Yellow Light and The Martin Agency have released Love Story—a gripping new PSA that highlights how digital distractions behind the wheel have evolved far beyond texting. The film follows two teens whose social media habits escalate into danger, capturing the false confidence many drivers feel with every glance at their phone.

This year’s recognition highlights Martin’s ability to turn ads into cultural moments, from orchestrating a viral Snoop Dogg stunt for Solo Stove to redefining celebrity collaborations in unexpected ways. By blending creativity with cultural relevance, Martin continues to reshape the advertising landscape and drive consumer conversations.

Icy Hot’s latest spot, The Comeback Cavalry, stars Shaquille O’Neal and marks the brand’s first campaign from The Martin Agency. Set inside a high-stakes “bottle world” where Ice and Heat warriors await their cue, the work brings new meaning—and major energy—to pain relief. The campaign brings cultural heat to contrast therapy, trading pro-level drama for rec league glory.

After our major space refresh, Richmond BizSense is covering Martin’s 3West wing transformation, which includes a 150-person event space, new client presentation rooms, a pitch zone, and a dedicated wellness wing. Designed for the future of hybrid collaboration, this refresh is all about making the space work smarter.

Under Santiago’s leadership as a design director for the last two years, Martin has seen a 750% increase in client investment, with 80% of clients commissioning design-led projects. Design has become a core business driver with clients looking for agency partners to bring design-forward thinking from the start of the relationship.

Martin GCD Anne Marie Hite was awarded as a 2025 Campaign US Inspiring Woman in the Conquering Creativity category. For 29 years, Anne Marie has been breaking barriers in an industry role where women remain critically underrepresented. She’s not just a champion of breakthrough work—she’s spent years mentoring and uplifting those around her, ensuring the next generation of creative talent rises with her.

The RITZ Salty Club lands at #2 on Billboard’s “Best Super Bowl Commercials in 2025, Ranked” list".

Hundreds of jokes. Dozens of scripts. And a few existential crises over the meaning of ‘salty.’ That’s what it took for Martin CDs Frederick Nduna and Lindsey King to bring The RITZ Salty Club to life.

For Valentine’s Day, Papa Johns is showing love to its most passionate fans with a garlic butter dipping sauce-inspired bath bomb. No April Fools. No gimmicks. Just pure, buttery, garlicy self-care.

The RITZ Salty Club is getting lots of love, landing at No. 7 on The New York Times’ roundup of best Super Bowl ads with Aubrey Plaza, Michael Shannon, and Bad Bunny bringing the salt.

The 2nd fastest-growing beer brand in the country teams up with one of NASCAR’s fastest drivers. Busch Guy is back with more cold and smooth survival tips—this time, with Ross Chastain behind the wheel.

Unisom scored with a clever campaign featuring Saquon Barkley, playfully addressing Giants owner John Mara’s sleepless concerns over Barkley joining the Eagles. Barkley’s lullaby ad struck a nerve and highlighted the star running back’s calm confidence as he heads into the playoffs with Philadelphia.

Congrats to Martin Copywriter Mark McColey and Art Director Zey Masunu for making Ad Age’s "62 Creatives to Watch in 2025"! From turning group chats into holiday wrapping paper for UScellular to creating work that connects deeply with culture, they’re proving that bold ideas are what move brands forward.

OREO’s collaboration with Coca-Cola made it into Ad Age’s roundup of the Best Product Launch Marketing of 2024. The campaign highlighted two innovative products—Oreo-inspired Coke and Coke-flavored Oreos—paired with a playful “besties” theme that took social media and retail by storm.

“This marks day one of our partnership with this 200-year-old financial institution. You can’t turn this new page without feeling part of an incredible legacy. Our new efforts will focus on celebrating what makes J.P. Morgan Wealth Management unique while making the brand accessible to a new generation of investors. We’re incredibly excited to become the next custodians of this iconic brand.”

After WNBA star A'ja Wilson earned her third MVP title, The Martin Agency and CarMax wasted no time updating the "Tiny Car" spot. The refreshed version features Wilson’s latest achievement, reinforcing the campaign’s message to "never settle" — a testament to Martin’s commitment to celebrating greatness in real time.

Ritz is suiting up for its first-ever Super Bowl debut. Directed by Jury Duty’s Jake Szymanski, the spot is set to shake up the snack game with a fresh, energized approach — setting the tone for a standout year for the Mondelēz brand.

Included in Adweek’s 20 Best Ads of 2024 is "The Legend of the Lizard"—our tongue-in-cheek docu-drama exploring the humble origins and meteoric rise of the GEICO Gecko.