SPRING SUMMER 2025: ADVERTISING THAT STAYS WITH YOU (NO ESCAPE)
- The Inner Circle
- Aug 3
- 4 min read
Updated: Aug 19
by Giulia Rainero
August 4, 2025
2025 isn’t just a year of major events and new launches, it’s also a prime stage for observing how brand communication is evolving. From long-standing partnerships to digital strategies, luxury atmospheres and nostalgic comebacks, the most forward-thinking brands have taken the opportunity to tell their stories in new -ways, blending emotion, innovation and pop culture. Here are some of the most interesting cases that managed to stand out amid the flood of campaigns launched this season.
The Luxury Match: Audi vs. Rolex at Wimbledon
Wimbledon isn’t just a tournament, it’s an international showcase for brands lookingto communicate luxury, precision , and status. And in 2025, two opposite approachesdrew attention off the court. On one side, Audi delivered the most conceptual out-of-home campaign of theseason. No faces, no action scenes—just four tennis balls arranged to form the brand’srings, accompanied by a clean yet powerfully evocative slogan: “Advantage Audi.”In tennis lingo, “advantage” signals a match point. Here, it also becomes a clever play on words that merges sport, status , and performance in a visual that is elegantand understated. The campaign appeared in major London Tube stations along the routes leading to the tournament, from South Kensington to Notting Hill, speaking directly to those sharp enough to catch it. Rolex, on the other hand, followed its tradition of building an epic narrative aroundthe event. The new commercial is a clear celebration of discipline, time , anddetermination, with an almost cinematic tone. The visuals alternate between Wimbledon’s perfectly trimmed grass and slow-motion sequences of focus, precision , and tension. The message is clear: every secondcounts, and Rolex is there for the moments that matter. It’s a more explicit, emotional , and universal communication, ready to be shared across every platform. Audi hints. Rolex declares. Two opposite languages, one goal: to be part of the ritual, without ever stepping down from the podium of excellence.
Coca-Cola x Disney: When Nostalgia Meets Innovation
To celebrate 70 years of partnership with Disney, Coca-Cola has launched a global campaign dedicated to Star Wars, turning its classic cans into collectible items. Thirty exclusive designs feature the saga’s most iconic characters, from Yoda to Darth Vader, each paired with a QR code that activates an augmented reality experience: users are projected as holograms, just like in the films.The campaign smartly blends two powerful marketing assets: on one hand, nostalgia; on the other, immersive technology. The result is a strategy that speaks to a cross-generational audience, from long-time fans of the drink to Gen Z viewers raised on The Mandalorian. Once again, Coca-Cola isn’t just selling a product, but a shared experience, this time, a cinematic one.
Jacquemus Beach Club: A Dream Curated to Perfection
In a landscape where luxury often presents itself as solemn and serious, Jacquemus hastaken a fresh and self-aware approach. In May 2025, the brand launched a video campaignon Instagram to promote its new Monte Carlo store, shot directly at the now-iconic Jacquemus Beach Club, also located in Monte Carlo. The video captures a scene of perfect calm: crystal-clear waters, pastel-toned vibes, and a meticulously curated aesthetic, almost like a postcard from an ideal world. Every detail is tidy and controlled, echoing the experience of an exclusive resort where everything feels carefully pre-designed.
More than a promotion, this campaign is a subtle reflection on contemporary luxury: it gently stages hyper-curated experience pushed to its limits. In doing so, Jacquemus celebrates the meticulous perfection of high-end branding, while adding a note of lightness and self-awareness. The result is a form of storytelling that speaks to a digital, social-savvy audience, one that appreciates the balance between aspiration and authenticity, aesthetics , and visual intelligence. In a summer filled with overdramatic or heavy-handed campaigns, Jacquemus offers an elegant and measured story, inviting viewers to reflect on the artifice of luxury, without forgetting to smile.
Jet2Holiday: When Ads Go Viral (Again)
This wasn’t a new ad, but rather an old one that found a new life thanks toTikTok. The jingle “Nothing beats a Jet2 holiday,” originally created to accompany the brand’s advertisement from a few years ago, became the soundtrack for ironic videos and memes, used to depict weird situations or unexpected disasters, often with no connection to holidays at all. Jet2 seized the moment, reposting the original ad on its channels and launching the official #Jet2Challenge. Users were invited to use the jingle in their own videos for a chance to win a £1,000 holiday voucher. Even the original narrator of the commercial joined the challenge, boosting its reach. This case shows how traditional advertising content can transform into aviral phenomenon, powered by online communities. The line between official messaging, pop culture , and user-generated content is becoming increasingly blurry, opening new paths for brands in the digital world.
Whether it’s four tennis balls turned into a logo, a resurrected TV spot, a pastel-toned beach paradise , or a collectible collaboration, one thing is certain: today, advertising is no longer just a message, it’s an experience to live, share, and feel. In a landscape where attention is fleeting and content can vanish with a single scroll, the brands that stay are those able to leave a mark — with style, consistency, and a clear vision of their place in the world.
