August 2025 delivered one of the most eclectic mixes of brand storytelling we’ve seen all year. From insurance companies leaning on NFL quarterbacks to Nike turning football into a horror show, brands found fresh ways to entertain while keeping their core messages intact.
The creative energy wasn’t limited to sports. Pop stars, Hollywood icons, and even sci-fi aliens took center stage to grab attention in a crowded marketplace.
What stood out most was how campaigns this month weren’t just ads; they were cultural statements. Gap reimagined denim nostalgia with global girl group KATSEYE, and Telstra turned cybersecurity into a retro-futuristic showdown starring Steve Buscemi.
Apple spotlighted accessibility by moving real-life stories. And Borderlands 4 blurred the line between gaming and cinematic spectacle. Together, these campaigns remind us that in a media landscape overloaded with content, the most powerful ideas are the ones that surprise, provoke, and connect.
Progressive Doubles Down on Backups
Progressive Insurance returned with season two of its “The Backup” campaign via Arnold Worldwide. Featuring NFL quarterbacks Tommy DeVito, Teddy Bridgewater, Mitch Trubisky, and Tyler Huntley, the spots lean into the humor and reliability of a good backup — both on the field and in life. Each QB stars in their own vignette, which proves that Progressive coverage is the ultimate insurance “backup plan.”
Nike Football Gets Scary Good
Nike’s new global platform “Scary Good” (Wieden+Kennedy, London) rejects boring football, leaning into the thrilling creativity of attacking play. Nine short films blend horror tropes, late-night kitsch, and satire. Legends like Ronaldinho appear alongside stars like Kylian Mbappé and Alexia Putellas, all pushing a manifesto that football should shock, awe, and entertain.
Gap Taps KATSEYE for Denim Nostalgia
Gap’s “Better in Denim” Fall 2025 campaign revives the low-rise jean with the help of global girl group KATSEYE. Directed by Bethany Vargas, choreographed by Robbie Blue, and set to Kelis’ Milkshake, the energetic film fuses Fosse, ballet, hip-hop, and jazz funk, while spotlighting individuality through music and style.
Buscemi Saves Australia from ‘Scamageddon’
Telstra’s sci-fi spoof stars Steve Buscemi as an alien overlord whose bumbling Zalunians are foiled by the company’s robust network. Shot in Prague by Randy Krallman of Smuggler, the absurdist 90-second spot delivers comedy, nostalgia, and Buscemi’s signature wry menace.
Apple Puts Accessibility Front and Center
Apple’s “No Frame Missed” campaign (TBWA\Media Arts Lab LATAM) shows how the iPhone 16 Pro enables people with Parkinson’s to reclaim their creative voices. Directed by Renato Amoroso, the moving docu-style film follows real individuals as they capture moments they once thought impossible, reinforcing Apple’s accessibility mission.
Borderlands 4 Invites Gamers to Quit Earth
Battery created a mysterious global teaser for Borderlands 4 with cryptic “Quit Earth” billboards that sparked weeks of speculation before revealing the new world of Kairos. The bold rollout proves video game marketing is edging closer to blockbuster movie territory, blending mystery and spectacle to build anticipation.
Steve Buscemi vs. Telstra’s “Scamageddon”
Telstra reframes network security as a pulp-sci-fi epic, casting Steve Buscemi as a sardonic alien emperor plotting “scamageddon.” The 90-second hero film—shot in Prague by Randy Krallman (Smuggler)—balances B-movie homage and absurd comedy, capped by Buscemi’s perfectly dry menace (“Don’t target a mighty network. I guess we forgot.”).
Bear Meets Eagle on Fire’s Micah Walker says Buscemi brought the ideal mix of nostalgia and “humorous hostility”—and, fun fact, the team only learned on set that he’s married to an Australian.
From football to fashion, tech to gaming, August proved that brands aren’t just selling products — they’re building moments of culture.
Colin Costello is the West Coast Editor of Reel 360 News. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
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