After a 27-year hiatus, Nike made a triumphant return to the Super Bowl advertising stage during Super Bowl LIX with its compelling So Win campaign. This 60-second commercial, created in collaboration with Wieden+Kennedy Portland, shines a spotlight on female athletes, celebrating their achievements and addressing the unique challenges they face in the sports world.
As the film industry navigates evolving audience expectations and environmental challenges, major production studios are taking bold steps to foster sustainability, inclusivity, and technological innovation in 2025. From eco-friendly productions to championing underrepresented voices, these initiatives reflect a broader commitment to social responsibility and creative excellence.
Today, the Film and TV Charity's 2024 Looking Glass Survey has revealed a significant decline in mental health among industry professionals. Highlighting the lowest level across the five-year history of research conducted by the organisation, the results display a staggering look into the quality of work life for screen industry professionals, desperately in need of proactive betterment.
As football fans gear up for Super Bowl LIX, set to take place on 9 February, marketers and advertisers are equally poised to showcase their best plays. The annual championship game, which will be held at the Caesars Superdome in New Orleans, is not just the pinnacle of the NFL season but also a cultural event that commands the attention of millions worldwide. For marketers, it represents the ultimate platform to captivate audiences and solidify brand presence.
Making her return to the cinema screen, Cameron Diaz stars alongside Janie Foxx for Netflix’s Back in Action. The spy comedy released on 17 January made a splash, hitting 46.8 million views in the first three days of its arrival, the biggest opening since March 2022. As the suburban couple played by Diaz and Foxx unveil their secret spy identities, the flick takes a thrilling journey across a multitude of locations.
The Bear actor and chef Matty Matheson stars in Toast’s latest as titled One of Those Nights. Matheson and a number of other complex customers find themselves in the midst of a chaotic night at renowned New York restaurant Marea, testing the restaurant’s restaurant's ability to handle complex, custom orders seamlessly. The short film was created in collaboration with the agency Arnold.
On 7 January, devastating wildfires erupted in Los Angeles fuelled by the Santa Ana winds. In addition to the devastation to the homes and local communities situated across the Palisades and Altadena areas, the popular entertainment city has started to feel the impact to its industry as productions come to a halt, significant events cancelled or postponed, and studios shut down operations.
Whilst critically acclaimed projects such as Baby Girl, Love Lies Bleeding and The Substance were the talk of many a tongue last year, 2024 saw a shameful 16% of the 250 top grossing movies directed by women. The representation of female directors in Hollywood has seen minimal progress in recent years, with recent studies highlighting persistent gender disparities in the industry, and within that, even further skews lacking in favour for female directors of colour. With awards season underway, can the display of disparity once again start the shift to more equitable representation in 2025 and beyond?