16 creative campaigns to know about today

In today’s creative news, Jean Smart goes time-traveling for Olipop to hype its Shirley Temple flavor. Also, it’s tax-preparation and gym-membership season, and brands across both categories are flooding the zone with new campaigns.

The gym chain took a dual approach to its annual New Year’s marketing work last week as it tries to persuade consumers to get off the couch. One 30-second spot from Barkley was tied to a December promotion for new members. A voiceover told viewers that “It’s time to finish strong” as the spot aired in the last week of 2025. Separately, Planet Fitness worked with Special U.S. on another spot (below) designed to capture attention in a more unique way.

The 30-second spot personified a TV telling viewers, “If I had a body, I’d finish the year differently.” The dual efforts mark the first New Year’s push from Chief Marketing Officer Brian Povinelli, who joined Planet Fitness from Marriott in early 2025. The chain was also a presenting sponsor of Times Square’s New Year’s Eve celebrations for the 11th year.