Our Sales Leads column discusses the latest brand and media agency initiatives. View past columns in the archives here.
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U.S. Bank
U.S. Bank launched a new Smartly™ Visa Signature® Card advertising campaign featuring NFL Hall of Fame quarterback Peyton Manning. In it, Manning’s new hobby is fully realized with help from the Smartly card – a credit card with no annual fee that offers cash back on every purchase, with no spending caps, when paired with a U.S. Bank Smartly® Savings account. The campaign kicked off with a national TV commercial during the College Football Playoff National Championship game on January 20 and includes television, digital, and social media ads. A second TV spot featuring Manning and his Smartly card will air later in 2025.
In the new TV ad, Manning buys bird-watching supplies, a camera, a backpack, and additional gear to help him spot birds in their natural habitat. A curious neighbor observes Manning enjoying his new hobby, and together, they decide to scan the skies, fully kitted, thanks to the Smartly card. The spot ends with the tagline, “No matter what you buy, earn more, Smartly with the U.S. Bank Smartly Visa Signature Card.” Launched in late 2024, the U.S. Bank Smartly Visa Signature Card works together with U.S. Bank Smartly Savings to maximize credit card rewards while also providing a competitive rate savings account based on total eligible balances with U.S. Bank. “Peyton’s passion for everything he does, while highlighted in a light-hearted way for our campaign, reflects the passion we have for providing our clients with amazing financial service products to improve their lives,” said Steve Mattics, head of Retail Payment Solutions at U.S. Bank.
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Instacart
Instacart, an American personal shopping app, has revealed a teaser for its upcoming and inaugural Super Bowl ad. The ad features the Old Spice Guy (real name Isaiah Mustafa and still in good nick), the Pillsbury Doughboy, and Heinz wiener dogs, iconic figures from adverts of days past. TBWA\Chiat\Day L.A. and Instacart’s creative studio created the campaign.
Instacart will run its first Super Bowl ad in 2025, becoming the latest of a few brands to join in on the action for the first time. -
Captain Morgan
In its fourth year as the Official Spiced Rum Sponsor of the NFL, Captain Morgan is upping the ante to celebrate the Big Game in the Big Easy in true Captain fashion. Welcome to Rum Street: the unofficial official most fun destination for Super Bowl LIX, where legendary adventure, delicious cocktails, and epic celebrations await everywhere. Captain Morgan’s Rum Street celebration is a toast to the place where celebrations are born, stories are made, and the spirit of New Orleans beats the loudest. Starting Thursday, February 6, Follow the Captain to an all-out celebration of the French Quarter’s favorite spirit, culminating with a show-stopping performance on Saturday, February 8, from GRAMMY® Award-winning artist, producer, songwriter, entrepreneur, and global cultural icon T-Pain. So, whether it’s a Hurricane or Daiquiri you’re craving, toast to the spirit of NOLA as you embark on an adventure like no other when Bourbon Street becomes Rum Street for the first time in history. Captain Morgan is a brand of flavored rums (including, in Europe, some rum-flavored “premium spirit drinks”) produced by British alcohol conglomerate Diageo.
Find out about Portada Live events planned for 2025. Portada Live events are highly curated, and the agenda is designed to maximize knowledge-sharing and networking between top brand marketing, media agencies, and media executives. To learn about thought leadership and networking solutions at Portada Live and Portada digital media offerings, don’t hesitate to contact Sales Director Irma Gutierrez at [email protected].
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Cadillac
Cadillac Logo 2019-current Cadillac announced “The Cadillac of Reservations,” a limited-time opportunity to dine at one of the country’s buzziest restaurants in one iconic vehicle. Cadillac, in collaboration with COQODAQ, is offering up a few more special reservations at this notable NYC hotspot. Patrons lucky to secure a reservation will dine inside the brand-new, all-electric Cadillac ESCALADE IQ. Cadillac will also look to expand to other notable restaurants across the country later this year. The all-electric ESCALADE IQ will host a full-service luxury dining experience, and patrons will indulge in iconic dishes from these restaurants, such as the Better Fried Chicken and caviar at COQODAQ. “The best seat in the house takes on a new meaning with the available Executive Second Row Seating in the ESCALADE IQ. Whether you’re out on a drive or dining at the most sought-after restaurants, we wanted to reinvent the possibilities of where a Cadillac can take you,” said Craig Sass, design manager at Cadillac Interiors. “Premium materials throughout the second row provide exceptional comfort, while cutting-edge technology enhances convenience. This blend of elegance and functionality creates the most luxurious captain’s chairs ever offered in an Escalade, delivering an unparalleled experience for consumers.”
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Pfizer
Pfizer announced positive results from the Phase 3 BREAKWATER trial evaluating BRAFTOVI® (encorafenib) in combination with cetuximab (marketed as ERBITUX®) and mFOLFOX6 (fluorouracil, leucovorin, and oxaliplatin) in patients with metastatic colorectal cancer (mCRC) with a BRAF V600E mutation. At the time of this analysis, the BRAFTOVI combination regimen demonstrated a clinically meaningful and statistically significant improvement in confirmed objective response rate (ORR) assessed by blinded independent central review (BICR) compared to patients receiving chemotherapy with or without bevacizumab (60.9% vs 40.0%, odds ratio =2.443, p=0.0008). These results will be presented today in an oral presentation (Abstract 16) at the 2025 American Society of Clinical Oncology Gastrointestinal Cancer Symposium (ASCO GI) and were simultaneously published in Nature Medicine. “These results of this first analysis were the basis for the first approval of a targeted therapy regimen for use in the first-line setting for patients with metastatic colorectal cancer with a BRAF V600E mutation,” said Roger Dansey, M.D., Chief Oncology Officer, Pfizer. “We are highly encouraged by these response results, which indicate the clinically meaningful benefit of BRAFTOVI in reducing tumor size or having no detectable cancer, along with the promising interim analysis of overall survival.
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OfferUp
OfferUp Appoints Argonaut Agency Of Record, Mediapost reports. OfferUp is an online mobile-first C2C marketplace with an emphasis on in-person transactions.[1] It was founded as a competitor to Craigslist, differentiating itself with mobile-friendly apps and user profiles with ratings, according to Wikipedia.
Jarritos the beloved Mexican soda brand known for its bold flavors and rich cultural roots, announced the newest addition to its sweet suite of delicious beverages rooted in culture and connection— JARRIBOBA. Made in Taiwan, JARRIBOBA’s green tea, bursting boba, and fruity flavors blend two beloved global drink traditions into one unforgettable sipping experience.Originating in Taiwan, boba tea, or bubble tea, has undoubtedly taken the world by storm in recent years, capturing the hearts and taste buds of millions of consumers. As consumption increases and the bubble tea market expands, Jarritos now provides its take on the tea for fruity beverage fanatics to enjoy on the go. “Jarritos is dedicated to creating high-quality, authentic beverages that honor our traditions while continuing to explore innovative ways to connect with consumers,” says Eric Delamare, Marketing Director at Jarritos. “JARRIBOBA offers a unique new way for people to experience cultural flavors from a fresh perspective.” JARRIBOBA is now available for purchase in 16.4 oz. individual cans at City Farmers Market locations in Atlanta, Georgia, and soon at selected retailers in Phoenix and Tucson, Arizona. Learn more and stay tuned for additional market locations and flavor updates at www.jarriboba.com.
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North Dakota Tourism
North Dakota Tourism North Dakota Governor Kelly Armstrong and North Dakota Tourism have launched a revitalized “Hello ND” marketing campaign, featuring a fresh look and feel designed to resonate with today’s travelers. The campaign aims to attract potential visitors by showcasing welcoming communities and abundant, uncrowded outdoor adventures while aligning with the growing trend of slow, immersive travel. In addition to new video and print ads, North Dakota Tourism has released two official guide publications, the 2025 Travel Guide and the 2025 Hunting and Fishing Guide.
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Ellsworth Creamery
Ellsworth Creamery, a renowned leader in the dairy industry and the “Cheese Curd Capital of Wisconsin,” unveiled its new logo and announced a comprehensive rebranding initiative, including updated packaging and enhanced customer experience, that reflects the company’s legacy, values, and forward-thinking vision. The updated logo embodies the spirit of innovation while honoring Ellsworth Creamery’s heritage as a farmer-owned cooperative. The new visual identity is designed to resonate with modern consumers and emphasizes freshness, quality, and a deep connection to the Midwest dairy community. “This rebranding effort is more than just a new logo. It’s about reaffirming our commitment to excellence and embracing our evolution as a trusted name in the dairy industry,” said John Freeman, Director of Sales and Marketing. “Our new look reflects who we are today while staying true to our roots as a cooperative built on the dedication and hard work of our farmers.” Founded in 1910, Ellsworth Creamery is a farmer-owned cooperative dedicated to producing high-quality dairy products. With three state-of-the-art facilities, the creamery specializes in producing natural and pasteurized process cheeses in addition to its iconic cheese curds. Headquartered in Ellsworth, Wisconsin, the creamery is celebrated for its innovative product offerings, award-winning quality, and commitment to sustainability and community.
Ellsworth Creamery