Ad Age Creativity Editor Tim Nudd reveals the creativity trends of 2025 so far, including the impact of AI on brand marketing, the resurgence of experiential activations and the secret to an effective modern Super Bowl campaign.

Plus, data reveals the impact of AI search on brand's website visits—some categories are seeing a lift while others are staying flat. Dig deeper into the differentiators. And E.l.f. Cosmetics finds itself the latest subject of consumer scrutiny after partnering with controversial comedian Matt Rife. Find out where experts are saying the brand went wrong.

Dig deeper on the topics mentioned in this week's episode:

~Tim's list of the top ads of 2025 so far

~Coca-Cola's AI-generated holiday campaign

~Google's not-so-good Olympics AI ad

~Walton Goggins' Doritos porn spoof

~Apply to join Ad Age's Small Agency Network

~Keep track of agency account reviews here