With several new ads debuting last week, brands are taking a more lighthearted approach to their summer marketing campaigns. Check out the must-see fun ads of the week in our Marketing Must Reads.

Topgolf Launches New Puppet Announcers

Golf announcers are famous for their calming voices and hushed tones. But Topgolf’s new spokespeople – which are puppet announcers – take a different approach. In the golf entertainment brand’s summer campaign, Muppet-like announcers Birdie and Chaz sit behind their sports desk and playfully list off the many reasons people should visit Topgolf this season. The effort is part of Topgolf’s continuing “Come Play Around” campaign, which aims to bring in first-time customers by highlighting the venue’s many entertainment options.

According to Topgolf’s chief brand officer, the latest ad focuses on the value Topgolf offers to consumers, including an additional free 30 minutes of play before 5 pm. Birdie and Chaz will return throughout the summer to star in several more spots, which will reportedly promote Topgolf’s new Block Party game. Watch the humorous ad and find out more about Topgolf’s summer marketing strategy here:  https://www.prnewswire.com/news-releases/topgolf-introduces-new-announcers-in-the-latest-iteration-of-its-come-play-around-campaign-302166137.html

LG Wants to “Optimism Your Feed”

Last week, electronics brand LG launched its new “Optimism Your Feed” ad campaign across the globe. The premise of the campaign is simple – help consumers get more positive social media content into their newsfeeds. To support their initiative, LG created an “Optimism Your Feed” playlist through their accounts on TikTok and YouTube. The playlists contain only motivational, feel-good videos. As users interact with those videos, they’ll “reset” their algorithms to include more positive content in their main feed.

LG’s playlists were created in collaboration with famous optimistic influencers from around the world, including Victoria Browne and Tina Choi. According to LG, they will continue to expand “Optimism Your Feed” onto other social platforms throughout the summer. Learn more about the campaign’s mission and LG’s evolving brand strategy here: https://www.marketingdive.com/news/lg-social-media-positivity-optimism-your-feed-playlist/717433/

Sonic’s New “Crazy Fun” Campaign

For years, Sonic made a name for itself among the many fat food brands with their “Two Guys” ad series. This summer, they’re back with a new campaign that features a new duo promoting the chain’s recent menu changes. Titled “Live Free Eat Sonic,” the new duo are partners in the made-up Department of Research and Deliciousness, who take a family on a journey to find a “more delicious life.” They end up in a futuristic, theme-park-like Sonic office with menu item-inspired features. The first ad for the campaign will run on TV, digital, social, and radio, and related merchandise will debut next week with proceeds supporting public education funds.

Sonic’s CMO explains that the new “Live Free Eat Sonic” brand tagline will allow the company to tell more creative stories and explore more parts of their brand, outside of the parking lots and car interiors they’ve focused on in past campaigns. Additionally, by focusing on the fun aspects of food, Sonic hopes to provide consumers with “moments of indulgence” that break up their daily routines. Read more about Sonic’s new direction for their brand here: https://www.marketingdive.com/news/sonic-drive-in-live-free-brand-platform-campaign-qsr-marketing/717546/

On Shoes Lands Zendaya as Brand Partner

Zendaya is one of the most highly sought-after actresses in the world, and Swiss shoe brand On just officially signed her as their new brand partner. They announced the partnership last week with their first ad, “Dream Together,” that positions Zendaya as a narrator while athletes perform synchronized moves in their On shoes. The spot focuses on On’s value to help people move, learn, and dream, whether they’re athletes or not.

Zendaya has previously been spotted wearing On shoes several times, and will reportedly be involved in both ad campaigns and product collections under her multi-year deal. The partnership is especially fitting as Roger Federer is a major investor in On, and Zendaya is currently wrapping up promotions for her tennis-themed “Challengers” film. Find out more details about the new ad and ongoing partnership here: https://adage.com/creativity/work/shoe-brand-names-zendaya-brand-partner-see-first-creative-work/2564111