Hooked On Crossover
Our curated edit of brand-music partnerships redefining how culture is made, marketed, and remembered.
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Is K-pop changing the marketing game? Gong cha’s Felix campaign proves it! By showcasing Felix as an artist rather than just a face for bubble tea, the brand shifts from selling drinks to selling a lifestyle. This campaign reflects…
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Think you’ve seen every car ad trick in the book? Think again. Honda Australia just strapped a vintage record player to a CR‑V Hybrid’s roof and hit the road — no CGI, no editing, just pure engineering finesse keeping…
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Can a waterproofing product steal the spotlight? Asian Paints thinks so! With a campaign that turns Damp Proof into a cultural sensation, they’re redefining home protection. By blending music, cinema, and local emotions, they make water leaks a conversation…
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Can a smartphone redefine music storytelling? Apple’s 360° HVL trailer, shot on the iPhone 17 Pro, merges immersive filmmaking with interactive engagement. MCK’s comeback, rich in hidden clues and layered experiences, invites fans into a captivating world. Explore how…
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MINISO just dropped a K-Pop bombshell with its ‘Jennie Ruby’ pop-up in Shanghai! This vibrant store blends fashion with fandom, recording over RMB 2.2 million on day one. With exclusive merch and a multi-city rollout, it’s a game-changer in…
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Imagine cooking pasta to a soundtrack! Barilla’s Spotify Pasta Playlists turn kitchen time into a musical experience, making sure your spaghetti is perfectly timed. With playlists designed for different pasta shapes, you’ll groove while you cook. This clever campaign…
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McDonald’s is cranking up the nostalgia with a fresh twist on “I’m lovin’ it”! This campaign celebrates real Hong Kong icons, from musicians to athletes, showing how everyone can express their true selves. It’s more than just a catchy…
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Pepsi’s latest Super Bowl ad, “The Choice,” directed by Taika Waititi, flips the cola rivalry on its head with humor and nostalgia. Watch a polar bear tackle its identity crisis while choosing Pepsi Zero Sugar in a playful twist…
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India’s streaming habits are fragmenting, but Spotify’s Wrapped 2025 is keeping listeners glued. From hyper-personalised playlists and Fan Leaderboards to mood-based obsession and blockbuster Bollywood albums, it’s more than a recap, it’s a cultural event. Discover how romance rules…
