BarkleyOKRP's "The Big Redemption" 60-second Super Bowl spot for Frontier Airlines shows the brand granting John Leonard lifetime flights by converting 7 million Pepsi Points into 7 million Frontier Miles, a reference to Leonard's 1996 attempt to claim a Harrier jet from Pepsi's loyalty program. The campaign aims to promote Frontier's loyalty program by allowing travelers to exchange unused rewards points for Frontier Miles.

Droga5's Super Bowl ad for Bosch is airing nationally during the second quarter on NBC and Peacock and shows Guy Fieri's bland "Justaguy" alter ego transforming into his flamboyant self with the help of Bosch home appliances and power tools. The campaign aims to unite both sides of Bosch's US business with the line, "The more you Bosch, the more you feel like a Bosch."

Manscaped is celebrating its 10th anniversary with its first Super Bowl ad, a 30-second spot titled "Hair Ballad," created by Quality Meats. The ad features anthropomorphized hair clumps singing about their short-lived relationships with their owners and is part of Manscaped's "Mancare Your Everywhere" campaign, supported by social, creators and retail media.

Brands are increasingly targeting Hispanic and Latinx consumers, who represent significant growth in the US market, but are failing to acknowledge the community's current lived experiences due to Immigration and Customs Enforcement actions, writes God-is Rivera at Burrell Communications Group. "These audiences don't expect brands to speak on everything. They expect them not to disappear when values are tested," Rivera writes, adding, "When the community is under pressure, business as usual no longer works."

Agency leaders in Los Angeles and Chicago are offering advice to their peers in Minneapolis as Immigration and Customs Enforcement presence disrupts normal life. Agencies are creating supportive work environments by offering flexible attendance, using company benefits to support employees participating in protests and acknowledging the abnormal situation to help employees cope with stress.

"People are exhausted from the stress of the situation," says BBDO MW's Neil White and Ralph Los Angeles's Ronda Wroclawski advises, "You don't need a one-size-fits-all policy as much as leaders who show up with compassion."

Publicis Connected Media has partnered with Magic Johnson Enterprises, with Magic Johnson serving as an advisor. The collaboration will use MJE's portfolio, including stakes in sports teams and financial services, to enhance Publicis' media, sports and influencer offerings.

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The new Look Ahead offers a 360-degree perspective from across the industry: independent agency and holding company leaders, industry experts, consultants, CMOs and SMEs. Their insights illuminate the shifts transforming agency models, talent, technology, compensation and client expectations. As we look at the changing shape of our industry, we see two powerful, plausible futures coming into view: Agency as Strategic Partner and Agency as Marketing Purveyor. Explore 2026 through two distinct lenses across topics such as:

• AI + workflow transformation
• Media and the changing supply chain
• Government relations and policy
• Compensation and value creation
• New business and growth models
• Talent, structure and team design

Navigate the content however you prefer -- as a clean, downloadable PDF or through a richer, interactive digital version with deeper context, video interviews and expanded perspectives. Select sections with extended content are available exclusively to 4As members.

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