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TBWA’s global CCO Chaka Sobhani and global chief strategy officer Jen Costello sat down with Campaign to discuss how this year’s crop shows that ‘creativity can never be boxed in.’
by Leslie Blount July 29 2026
When the nominations for the Outstanding Commercial category at the 78th Primetime Emmy Awards were announced earlier this month, there was a pretty evident signal to the ad industry as it navigates the rise of AI-generated content: Craft is back.
The six nominees — Levi’s “Backstory” from TBWA\Chiat\Day LA, Adidas’ “Backyard Legends” from Lola USA, Apple’s “A Critter Carol” from TBWA Media Arts Lab and the in-house produced “I’m Not Remarkable,” Nike’s “Why Do It?” from Wieden+Kennedy and Coinbase’s “Your Way Out,” made in collaboration with Isle of Any — delivered cinematic visuals, cohesive storytelling, solid taglines and, in some cases, award-worthy human (and puppet) performances.
