Mercedes-Benz Group AG

12 Iconic Cat-Themed TV Commercials

A Horizont feature commemorating World Cat Day (August 8) that collects twelve of the most iconic, funny, and memorable cat-themed commercials from recent decades. The article highlights spots from brands and agencies such as Sheba (1990), Alpinaweiß (1995), EDS/'Cat Herders' by Fallon (2000), Ikea (2010), Mercedes‑Benz (2014), Volkswagen (2015), Netto with Jung von Matt (2016), DirecTV/Taylor Swift (2018), Chevrolet (2021), Temptations (2023), Hellmann's (2024), and an Apple-related spot listed as Apple Intelligence (2025). The piece traces how cats moved from being primarily protagonists in pet-food ads to broader brand storytelling and viral 'cat content.'

BMW’s In‑Car Film Ads Spark Debate

BMW pushed a Spider-Man: Brand New Day banner and branded animation to compatible vehicle displays at start-up in certain models; tapping the banner plays an animated spot with music and ambient lighting. The activation—part of a partnership with Sony Pictures and Marvel that integrates BMW models into the film—was created with Jung von Matt Hamburg, agency UEG, director Hot Icarus and Parasol Island. It provoked criticism from German outlets (Süddeutsche Zeitung, Der Spiegel, Heise Online) and many owners online for appearing to reverse BMW’s late‑2023 pledge not to run advertising inside its cars. Observers note the novelty that the manufacturer, not a third party, is operating the screen, placing the stunt within wider automaker experiments with digital monetization, Uber’s ad business and future map/autonomy monetization.

ACE campaign wins HORIZONT 'Creation of the Month'

HORIZONT readers voted the ACE (Auto Club Europa) brand campaign developed by Serviceplan as July's "Creation of the Month", winning 74.5% of votes. The runner-up was Accenture Song’s campaign for digital bank Chase (17.3%), followed by Penny’s Malle-song by Charles & Charlotte (2.2%). The top five also included AOK’s film "Nah bei dir" by KNSK (1.6%) and Ottobock’s "Dear AI" by Presence (1.3%). McDonald’s World Cup campaign featuring Bastian Schweinsteiger (Scholz & Friends) received no votes. The article also announces that the August voting has started, listing participating brands and their agencies.