We are constantly surrounded by and consuming marketing, sometimes without even realizing it. Whether we’re scrolling through social media, walking down the street, or shopping in stores we’re exposed to advertisements and brand messages in every aspect of our life.
I think today in particular, there are so many creative and easy ways for companies to connect and attract their target audience, from social media campaigns to interactive experiential marketing. With so much content competing for our attention, it takes something different to really stand out.I’m sure we can all think of at least one advertisement that has stuck with us because of how creative or memorable it was. Every once in a while, I come across a marketing idea that makes me stop and think, “Wow, that’s actually so cool.”
Two examples that have stood out to me are Maybelline’s viral mascara campaign and Gap’s “Better in Denim” campaign. These two show how brands can use creativity to make something memorable to get people watching and sharing.
Maybelline: Taking Mascara Advertising to New Heights
One campaign that I often think about is the Maybelline’s 2023 Sky High Mascara campaign in London.
The campaign featured a London subway train and a double-decker bus with an enormous eyelash attached to them. As they drove by, a huge Maybelline mascara wand looks like it brushes the eyelashes, making it like the vehicles were actually putting on mascara.
When I first saw the video, it caught me off guard because, of course, you don’t normally see vehicles with eyelashes putting on mascara. However, I thought it was such a clever way to advertise the product that it actually convinced me to try it. Even now, whenever I see the mascara in stores, I immediately think back to that advertisement. Rather than simply showing someone applying mascara, Maybelline took the idea of longer lashes and brought it to life in a completely unexpected way.
What made the campaign even more interesting was finding out that none of it was actually real. Maybelline created these videos using computer-generated imagery (CGI) to make it look like giant mascara wands and eyelashes were really on the streets of London. I thought this made the campaign really unique and stand out because the videos looked so realistic that people were questioning if vehicles really could have lashes. This aspect created a lot of conversation online with people commenting, sharing, and reacting, helping the advertisement gain even more attention. According to a July 2023 report by MGT Design, the video reached 46.4 million views and over two million likes on Instagram.
What I also liked about the campaign was how Maybelline communicated the product’s benefits in such a creative way. The oversized eyelashes and mascara wand immediately showed what Maybelline wanted consumers to associate with Sky High Mascara: longer, more noticeable lashes. To me, this campaign shows how thinking outside the box can help a brand stand out and leave a lasting impression.
Gap: Making Denim Exciting Again
Another marketing campaign that really caught my attention was Gap’s 2025 “Better in Denim” campaign featuring the girl group KATSEYE.
The campaign featured the girl group dancing to Kelis’s early-2000s hit “Milkshake,” all dressed in Gap denim. Moving away from traditional clothing advertisement, Gap created something that felt like a music video, combining music, choreography, and fashion. When I first saw the campaign, I thought it was such a fun and creative way to promote something as simple as jeans.
One thing I found really interesting was Gap’s decision to partner with KATSEYE. With the group’s growing popularity among Gen Z audiences, Gap had an opportunity to connect with a younger audience who might not have previously considered the brand. At the same time, using a recognizable song from the early 2000s added an element of nostalgia that appeals to their older audiences as well.
This campaign was also unique because it encouraged people to participate. The choreography became popular on social media, with people recreating the dance and sharing their own videos. According to reports from the campaign’s production company, it received over 160 million views across platforms in less than a week. I think this shows how creating entertaining content can encourage people to engage with a brand rather than simply scroll past its advertisements.
For me, this campaign shows how understanding your audience and connecting with popular culture can make even an everyday product feel exciting. Gap wasn’t just promoting jeans, it created something not only did people want to watch, but be a part of.
Although Maybelline and Gap took different approaches, both campaigns show how creativity can help brands stand out and capture people’s attention. As someone interested in marketing, these are the types of campaigns that excite me most about the industry. They’ve shown me that marketing doesn’t always have to be about directly convincing someone to buy a product, but can also be about creating something memorable that people want to watch, share, and be part of.
Sources
MGT Design (2023): Maybelline Marketing Campaign – London Underground
Marketing Brew (2023): Why Some Brands Are Embracing Fake Out-of-Home
Invisible Dynamics (2025): Introducing Better in Denim: Gap Fall ’25 Featuring KATSEYE
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