The Pitch: Advertising and marketing news for 10.28.25
Arts & Letters created a new spot for longtime client NBA on ESPN. Called “The NBA on ESPN is Happening Now,” the campaign features photos and clips of NBA legends like Shaquille O’Neal and Charles Barkley (and famous courtside guests like Timothée Chalamet) to the tune of Tyler the Creator’s “Stop Playing With Me” to hype viewers up for the NBA season. The spot first aired in late September and is running across broadcast, social and digital through November.
Alice Blue Studios created interactive content for D.C.-based Milken Center for Advancing the American Dream, which recently opened its doors. Alice Blue created eight projects for the center with studio Neopangea, including a media installation that showcases influential historical figures who were shaped by the American Dream, and an animated video exploring how collaboration between private and public funding can be impactful.
Familiar Creatures worked on a campaign for Mercy University in New York. Called “Every Moment Matters,” the campaign features two spots showing students combatting tough moments with university resources and support. The campaign launched on both social media and TV this month.
Xponent21 was hired by Managed Generator Services. Work will include reporting and analysis, SEO audits, web development and support, and content strategy. It was hired by Connecticut-based company A Living Tribute to work on digital content and optimization efforts for its “Plant-a-Tree” program. The firm also launched a website for Midwest-based window film provider Solar Tint.
Xponent21 announced it has created a new AI SEO platform called DiscoverAIO. Launching next year, the platform is described as a hub for users to learn and get tools to help with AI optimization practices.
Tilt Creative + Production was named creative agency of record for Tennessee-based Benton’s Smoky Mountain Country Hams, following a campaign Tilt worked on for Benton’s that turned the brand’s hickory fire flavor into scented reusable dryer sheets.
Tilt also completed a spot for Audi highlighting the auto brand’s 10-year sponsorship of Major League Soccer. Called “The Assist,” the 30-second spot shows soccer players kicking the ball around with a red Audi RS e-tron GT to the tune of Run-DMC’s “Tricky.” The spot will air during the MLS Cup in early December.
Jeff Wilson.
Longtime Padilla employee Jeff Wilson was promoted to senior vice president in the company’s corporate strategic advisory group. Wilson has been with the PR firm for 12 years, most recently serving as VP of social impact.
JLV promoted the 2025 Alleghany Highlands Housing Summit through traditional media, social media and a newsletter, and worked on event planning. The firm also unveiled the latest annual report for the Maggie L. Walker Governor’s School Foundation and promoted the renewal of Bank of Southside Virginia’s hosting of the Smithfield Farmers Market.
The Idea Center was hired by client Mechanical Solutions LLC to create a new website and video series. The firm was also hired by West End Facial Plastic Surgery to create a new website and video and manage its SEO digital marketing.
Spang worked on two videos for the National Highway Traffic Safety Administration. The videos feature Kennedy Littledike Bingham, a young Idaho woman who lost her left leg in a car accident in 2021. The three-minute spot and a 30-second cut detail the impact on Kennedy’s life and promote making good driving choices. The spots were directed by Spang’s Jordan Rodericks.
Colab received multiple recognitions at this year’s rvatech/Gala Awards. The agency was recognized for Innovation in Product Design for its work for college application platform Appily, and was named a finalist for Company Culture of the Year.
Addison Clark completed a brand refresh for MW Butler Electrical including a new color palate, website and mascot, a dog named Wattson. The firm also created a video for Medical Imaging of Fredericksburg promoting breast cancer detection.
A screenshot from EVERGIB’s campaign for Onelife Fitness.
Evergib developed a new ad campaign for regional health club Onelife Fitness. The “What’s Your Journey?” campaign features Onelife members sharing their personal workout regimens while touting the gym’s amenities. The campaign featured two 30-second spots and four 15-second spots. It launched recently in Onelife’s Mid-Atlantic and Southeast markets and spans TV, video, radio and social media.
Owen Design Co. completed a website redesign for Midlothian-based accounting training firm GAAP Dynamics.
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