The Breaking and Entering Show

Presented by Rothmans — 100 years of taking New Yorkers as they are and dressing them better.In the WORLD FAMOUS TWO MINUTE DRILL:- Chobani, the official nutrition partner of US Soccer, dropped its World Cup campaign from Uncommon New York — and instead of spotlighting the stars, they commissioned three original artists to chronicle the journeys of Weston McKennie, Christian Pulisic, and Antonee Robinson by focusing on the communities and people who helped them get there. Plus a $5 million investment in 500 youth soccer clubs across the country.- Subservient Ghost Face is live at subservientghostface.com — a new Scary Movie interactive activation in the spirit of Subservient Chicken. It is unhinged.- WPP CEO Mark Read launched a new Prompt event for AI startups and businesses as he charts his next chapter post-WPP. - Nike, McDonald's, and Devin Booker turned a sneaker drop into a desert scavenger hunt in Phoenix — limited edition Big Mac shoes hidden across Arizona.- And breaking today: OnePay has a new CMO.First up: Mariana O'Kelly, the new Chief Creative Officer at DonerColle Partners. Three-time Cannes Grand Prix winner. Adweek Creative 100 honoree. Cannes Lions Jury President for Radio and Audio. Number one ECD in South Africa and 12th globally on the Gunn Report. She joins us to talk about the new role and what she is building.Then Heather Larimer, Executive Creative Director at Orchard, joins us to talk about Etsy's new campaign making the case for human-made in an AI world. The timing could not be sharper.And Andrew Kong and Curtis Petragalia, Creative Directors at Deutsch, close the show on Dr. Pepper going full internet drama — a serialized social series that plays like a reality show. Two creative directors, one very unhinged brief, and a brand willing to commit to the bit.More from Breaking and Entering Media:💼 Follow on LinkedIn⁠ https://www.linkedin.com/company/breaking-entering-podcast/⁠📖 Read our Publications⁠ https://www.breaking-entering.com/blog⁠💬 Join our Unlocked GroupMe⁠ https://groupme.com/join_group/102437585/xg5Z5tei⁠✉️ Subscribe to The Vault⁠ https://breakingandenteringadv.substack.com/⁠📹 Subscribe to our :60 Advertising News Videos⁠ https://breakingandentering.beehiiv.com/⁠🏆 Check out the Crowbar Awards to break into advertising⁠ https://www.crowbarawards.com/⁠🤝 Work With Us - Email: ⁠[email protected]⁠

Presented by Rothmans — 100 years of taking New Yorkers as they are and dressing them better.TODAY'S TOP STORY:Lizzo just recorded a new version of the most famous jingle in fast casual history. Chili's "I Want My Baby Back Ribs" — which originally featured *NSYNC — is back with a Lizzo-led version as part of the brand's latest campaign. Chili's is in the middle of one of the most remarkable brand runs in recent memory and they are not letting up.In the WORLD FAMOUS TWO MINUTE DRILL:

• Nike, Palace Skateboards, and England just dropped a two-minute World Cup film with Wayne Rooney reciting Shakespeare's Richard II in an Elizabethan ruff and clutching a skull painted with a St. George's cross. Directed by Burnermunde through Stink. Part social realism, part fever dream, fully unhinged in the best possible way.
• OpenAI hired a new CMO for business.
• Hooters CEO Neil Kiefer — who cofounded the brand in a beach bar in Clearwater, Florida in 1983 — announced a family-friendly rebrand, saying private equity turned the brand into a boys club hangout and he wants it back to what it was.
• Primark launched its boldest US campaign yet.
• And Bob's Red Mill revealed a new logo — notable because founder Bob Moore, who appeared on every product, passed away last year.

ON THE SHOW:

• Asher Hyde, a USC student who made a Nike spec ad that went viral. Just him, a camera, an idea, and no permission slip. We talk about how he made it, what happened when it blew up, and what this moment means for young creatives trying to break in.
• Then Brett Simone and Chris Kim, Creative Directors at Arts and Letters Creative Co., join us for an exclusive live campaign reveal. ESPN's Chirpline is back. We are seeing it for the first time on the show today.
• And to close: Henry Coffey, Junior Copywriter at Mischief @ No Fixed Address, on the NPR campaign defending the right to ask why. One of the most talked-about pieces of work from one of the hottest agencies running right now.

Presented by Rothmans — 100 years of taking New Yorkers as they are and dressing them better.

D&AD just announced its 2026 Pencil winners and joining us to break it all down is Lisa Smith — D&AD President and Global Chief Design Officer at Uncommon. 573 Pencils were awarded across 46 categories from over 50,000 entries submitted from 89 countries — the highest in D&AD history. The US led with 235 Pencils. Singapore had its best year ever with 11 Pencils including 5 Yellow, placing joint third globally.

Three new categories debuted this year: Sport Entertainment, Cultural Influence, and Brand Transformation. Uncommon Creative Studio London won three Yellow Pencils for Periodic Fable — the campaign for The Ordinary that reimagined the periodic table with zero actual science. Lisa's quote: "What stood out most was the sheer creative bravery and excellence on display." We get into all of it.

In the WORLD FAMOUS TWO MINUTE DRILL: Nike dropped a World Cup teaser. Olipop unveiled its first major rebrand since 2018 — bolder, brighter packaging, hand-drawn late 60s and early 70s illustrations, fiber info front and center, and a new "Feel Good Soda" campaign rolling out on CTV and social. Essentia Water launched a new ad. A Nike spec ad went viral — then real life delivered when Spurs nuns showed up to bless Luke Kornet in the NBA playoffs and out-Nike'd Nike entirely.

First up: Nate Rosen, Founder of Express Checkout — the must-read CPG and retail newsletter for founders, investors, and operators. He joins us fresh off the Sweets and Snacks Expo in Las Vegas — 17,500 industry professionals, 1,000 exhibitors, record 500 product entries, and a clear theme: functional indulgence is winning. Protein is everywhere. Fibermaxxing is real. And David Protein just launched Cod 2 — a tinned wild caught Atlantic cod from Danish waters with 18 grams of protein, 70 calories, and two ingredients: cod and salt. The internet assumed the boiled cod last year was a stunt. It was not. Now it comes in a tin.

Then T.J. Jagodowski and Peter Grosz — two of the most recognizable actors in advertising history — join us to talk about Jiffy Lube's new campaign. These two have been making people laugh in commercials for a long time. We get into the work and the craft of staying funny.

Presented by Rothmans — 100 years of taking New Yorkers as they are and dressing them better.

In the WORLD FAMOUS TWO MINUTE DRILL: StreetEasy just let New Yorkers book reservations at Roberta's, Russ and Daughters, the Guggenheim, and Playwrights Horizons — for 2046. The campaign is called "Reserve Your Future," developed with Mother New York for StreetEasy's 20th anniversary. It is a deliberate rejection of category marketing that doesn't mention real estate once. Popeyes is the exclusive chicken tender partner at the Surf Lodge in Montauk for the entire 2026 summer season — a $150 Chicken Tender Tower, limited product drops, and co-branded merch throughout the season. First time a major QSR brand has done this with The Surf Lodge. The LiveRamp fallout from Publicis's $2.2 billion acquisition is getting real — agencies are now deciding whether to keep relying on a data platform owned by their direct competitor. David Beckham is everywhere right now. And PetSmart just put its creative account into review.

First up: Kelsey Rice, Brand Communications Director at Oscar Mayer. The Wienie 500 — six Oscar Mayer Wienermobiles racing at Indianapolis Motor Speedway on Carb Day — is back for its second year tomorrow, May 22. Last year's inaugural race drew 85,000 fans in the stands and 8 million via livestream. This year it goes to Fox Sports broadcast nationally. Andy Richter is the Commander in Beef. The Sonoran Dog has been relegated. We talk about how a hot dog race became one of the most talked-about brand moments in sports marketing.

Then Jean Morrow, Group Creative Director at Coinbase, joins us to walk through their new campaign.

Leland Grossman, Director of Strategy at Revery, and Sarah Davis, Founder and CCO of Fashionphile, join us next to talk about the Cardi B collaboration and what it looks like to actually build a creator strategy that moves the brand.

And to close: Eric Kallman, Founder and CCO of Erich and Kallman, for a humor in advertising masterclass. The agency behind BuzzBallz and Taylor Farms is on a serious run. Eric is one of the sharpest comedy-first creative minds in the business and we are getting into all of it.

Presented by Rothmans — 100 years of taking New Yorkers as they are and dressing them better.In the WORLD FAMOUS TWO MINUTE DRILL: Google just announced the biggest upgrade to its search bar in 25 years at I/O 2026 — an AI-powered box on Gemini 3.5 Flash that understands text, images, video, files, and open Chrome tabs. Is traditional search donezo? Finch dropped its first-ever campaign. The Ordinary put a bus on the road and it is very good. Ford Global CMO Lisa Materazzo is leaving effective June 1 after three years and the "Ready Set Ford" global brand platform with Wieden+Kennedy. And Denny's: went private for $620 million in January, is closing 150-plus locations, and a Grand Slam now costs $17.99.First up: Bailey Richardson, who leads Community and Culture at OpenAI and was one of the first ten employees at Instagram. We talk about how OpenAI is trying to build trust with a generation that is simultaneously excited by AI's potential and deeply skeptical of what it is doing to creativity, culture, and human connection.Then Craig Crawford, Founder of Black Noise. Their CMO Open Letter project created three long-form ads inspired by "Think Small," "We Try Harder," and "Where's the Beef?" — three of the most iconic ads ever made. Agency self-promotion done right. We talk about why they built it and what they are trying to prove.And to close: Lesley Klein, SVP of Marketing and Branding at Priceline. William Shatner aired his final Priceline Negotiator spot last week at 95 years old. Randall Park is the new face with indie shop Mirimar. We talk about the handoff, the new campaign, and the forward strategy for one of travel marketing's most iconic brand voices.

Spotify turned 20 this week and celebrated by swapping its iconic green app icon for a glittery 3D disco ball — and the internet immediately lost its mind. Users called it hideous, pixelated, and confusing. Some said they thought the app was stuck downloading an update. Spotify's response on X: "We know glitter is not for everyone. Our temp glow up ends soon." The icon is already being reversed in beta. But here's the real question: was this the most efficient marketing campaign ever — a 300% spike in brand mentions, the whole industry talking, zero media spend — or a genuine brand fumble? We're debating it today.

In the WORLD FAMOUS TWO MINUTE DRILL: Publicis is acquiring LiveRamp for $2.2 billion in an all-cash deal — giving them ownership of the data collaboration infrastructure that most of their competitors rely on. LiveRamp's RampID is the most common shared currency in programmatic advertising. Publicis CEO Arthur Sadoun says this is about winning the agentic transformation market. Every other holdco is now doing math on what this means for them. YETI and Wieden+Kennedy dropped a new four-letter campaign — go watch it. Javier Campopiano, who led McCann's global creative, is exiting months after the Omnicom-IPG merger closed. McDonald's France launched an office delivery campaign that is very good. And DoorDash just brought on a former Amazon exec as its new CMO.

First up: Gerry Graf. Business Insider once called him the most creative man in advertising. Ad Age named him the most awarded creative director in the world in 2008. He created the first-ever "You're Not You When You're Hungry" Snickers spot, Starburst's Freaky Little Lad, and Skittles Midas Touch. He founded Barton F. Graf and Slap Global. This week he was named Global CCO of Joan Creative. We talk about the new role, what brought him here, and what he's building.

Then Nick Kaplan, Founder and CCO of Another Thing, joins us to talk about Vermont Creamery's butter sculpture campaign — one of the more unexpected and delightful brand moments of the week.

Chapin Clark, ECD at R/GA, joins the show Chapin has been the voice behind R/GA's Twitter since 2009 — one of the most celebrated agency accounts ever run His secret: "Trying to please everybody is more dangerous You end up being really bland and nobody likes you" We get into the work and what 25 years at one agency actually looks like

And to close: Larz May — Gen Z mental health advocate, Founder of HalfTheStory, one of the first youth-led nonprofits focused on digital wellness, and Co-Founder of Ginko, an AI platform helping families navigate tech and screen time. She has spoken at the United Nations, SXSW, and TED. We talk about how algorithms are shaping the next generation and what brands and platforms actually owe young people.

Spotify turned 20 this week and celebrated by swapping its iconic green app icon for a glittery 3D disco ball — and the internet immediately lost its mind. Users called it hideous, pixelated, and confusing. Some said they thought the app was stuck downloading an update. Spotify's response on X: "We know glitter is not for everyone. Our temp glow up ends soon." The icon is already being reversed in beta. But here's the real question: was this the most efficient marketing campaign ever — a 300% spike in brand mentions, the whole industry talking, zero media spend — or a genuine brand fumble? We're debating it today.

In the WORLD FAMOUS TWO MINUTE DRILL: Publicis is acquiring LiveRamp for $2.2 billion in an all-cash deal — giving them ownership of the data collaboration infrastructure that most of their competitors rely on. LiveRamp's RampID is the most common shared currency in programmatic advertising. Publicis CEO Arthur Sadoun says this is about winning the agentic transformation market. Every other holdco is now doing math on what this means for them. YETI and Wieden+Kennedy dropped a new four-letter campaign — go watch it. Javier Campopiano, who led McCann's global creative, is exiting months after the Omnicom-IPG merger closed. McDonald's France launched an office delivery campaign that is very good. And DoorDash just brought on a former Amazon exec as its new CMO.

First up: Gerry Graf. Business Insider once called him the most creative man in advertising. Ad Age named him the most awarded creative director in the world in 2008. He created the first-ever "You're Not You When You're Hungry" Snickers spot, Starburst's Freaky Little Lad, and Skittles Midas Touch. He founded Barton F. Graf and Slap Global. This week he was named Global CCO of Joan Creative. We talk about the new role, what brought him here, and what he's building.

Then Nick Kaplan, Founder and CCO of Another Thing, joins us to talk about Vermont Creamery's butter sculpture campaign — one of the more unexpected and delightful brand moments of the week.

Chapin Clark, ECD at R/GA, joins the show Chapin has been the voice behind R/GA's Twitter since 2009 — one of the most celebrated agency accounts ever run His secret: "Trying to please everybody is more dangerous You end up being really bland and nobody likes you" We get into the work and what 25 years at one agency actually looks like

And to close: Larz May — Gen Z mental health advocate, Founder of HalfTheStory, one of the first youth-led nonprofits focused on digital wellness, and Co-Founder of Ginko, an AI platform helping families navigate tech and screen time. She has spoken at the United Nations, SXSW, and TED. We talk about how algorithms are shaping the next generation and what brands and platforms actually owe young people.

Cannes is less than a month away and today's lineup could not be more fitting. Chaka Sobhani, Global CCO of TBWA and President of the Dan Wieden Titanium Lions Jury at Cannes 2026, joins the show. She led DDB Worldwide to Cannes Network of the Year in 2025. She has worked with McDonald's, adidas, Google, Disney, and P&G. Campaign UK named her one of the top ten creative leaders in the world for five consecutive years. Today we ask her what actually deserves Titanium, what the industry gets wrong, and whether a disrupt-or-die mindset applies as much to agencies as the work itself.

In the WORLD FAMOUS TWO MINUTE DRILL: Air Transat and Courage Montreal dropped "Tickets-Tickets" — a real-time campaign comparing the price of a single World Cup match ticket against the cost of flying directly to that country For the price of one game you could go live in the culture yourself Sharp, reactive, earned-first work. Instagram is launching Instants — a new disappearing photo feature combining elements of Snapchat and BeReal. Ogilvy Singapore's "Vaseline Verified" swept the One Show this week — a campaign that verifies authentic skin tone representation in online beauty content. Cannes Lions is tightening its entry rules this year — agencies say the new requirements add burden but most agree the crackdown on case study inflation is necessary. And Gerry Graf just became CCO of Joan.

First on the show: Nathan Monteith, Executive Creative Director at Highdive — part of the team behind two consecutive number one finishes on the USA Today Super Bowl Ad Meter and a key contributor to Highdive's Ad Age Small Agency of the Year recognition. He joins us to talk about Jeep and Captain America joining forces for America's 250th birthday.

And to close: Adam Faze and Kareem Rahma. Kareem built SubwayTakes — quick NYC street conversations turned into a cultural media phenomenon with a massive internet following. Adam is a Hollywood Reporter Top 50 most influential creator-economy figure who has produced hundreds of millions of views across short-form series. Together they built Keep the Meter Running — a long-form expansion of what SubwayTakes proved was possible. It is internet-native television. We talk about what brands can learn from all of it.

Today is a special one. We're broadcasting live from Mirren in NYC — the sold-out agency new business and growth conference at 3 World Trade Center. 700+ senior agency leaders, 70+ speakers, two days of the most important conversations the industry is having right now. We set up shop on the conference floor. Three big interviews coming.

First on the show: Jacq Steele, Global Chief Marketing Officer of Wieden + Kennedy and a 15-year W+K vet. Her Mirren Live keynote is "Fighting the Panic Pivot Trap" — the idea that when agencies start worrying about their pipelines, the instinct to become everything to everyone is almost impossible to resist. She breaks down how to reclaim authenticity, simplify the value prop, and differentiate by leaning hard into what you actually do best.

Then Gab Schmitt, Global Chief Creative Officer at Grey. We get into what global creative leadership looks like at one of the most storied networks in the business.

And to close: a joint conversation with Franke Rodriguez, Partner and CEO of Anomaly New York and Toronto, and Alex McInnis, President and Co-Founder of Murder Hornet. They just got off a Mirren panel together on new agency models — agencies built to be more efficient, more profitable, better positioned against what clients actually need, and priced for higher margins. Two of the most distinct independent shops in the business in the same room with us. We get into all of it.

This episode is Presented from Mirren Live.

Caitlin Clark is starring in Eli Lilly's new "Start How You Can" campaign from Wieden+Kennedy Portland — and it is a meaningful shift in how a major pharmaceutical company is showing up in culture. The campaign positions exercise, not medication, as the frontline message for health. It launched at the Indiana Fever opener and rolled out nationally across TV, social, print, cinema, and major city takeovers. Joining us to talk about it: Lina Polimeni, Senior Vice President and Chief Marketing Officer of Consumer at Eli Lilly.

In the WORLD FAMOUS TWO MINUTE DRILL: WPP US President Michael Houston is stepping down after 24 years at the holding company — transitioning to senior advisor as CEO Cindy Rose continues reshaping the operating model. It is upfronts week in New York. NBCU celebrated its 100th anniversary at Radio City with a sports-heavy pitch, AI-powered live contextual advertising launching in Q4, and Vin Diesel announcing four Fast and Furious shows coming to Peacock — Tina Fey joked they were "throwing themselves a huge birthday party so they can sell ads during it." Fox went all-in on the World Cup and Tubi at NYC Center — 100 million monthly active users, a new AI-native ad operating system called Fox Fan OS, and James Corden is coming back to host a late night show after World Cup matches. Amazon went big at the Beacon Theater — Oprah, Chris Pratt, Michael B. Jordan, Diplo, Kacey Musgraves, and the official greenlight for Fourth Wing. And Xavier Blais posted about Heinz rival wipes and it's very good.

Then JD Jurentkuff, CCO of LOLA USA, and Mo Adlouni, Global Senior Director of Marketing at adidas, join us to go inside "Backyard Legends" — the five-minute World Cup film that dropped last week and is already being called an instant classic. The agency is brand new. The film is enormous. We get into how it got made.

Then it is B&E's voicemail segment — listener call-ins with their best ideas and pitches played live on the show.

And to close: Megan Graham, reporter at The Wall Street Journal, joins us to break down what is actually happening at the upfronts from a retail media and advertising perspective. Retail media is reshaping how media gets bought. Billions of ad dollars are at stake. This one is retail media upfronts for the rest of us.