Ewan Patel

Co-founder & Head of Words

Ewan is responsible for all things strategic at Briefly. A passion of his is tennis. Another passion of his is marketing briefs 🙄. After 4 years working as a Strategist at Saatchi & Saatchi in London, he was fed up of bad client briefs. That was part of the impetus behind Briefly.

Articles by Ewan Patel

3 marketing examples from Heinz, KFC and Magnum that stood out in March 2025

How Heinz, KFC and Magnum used empathy, weirdness, and media magic

An analysis of three creative campaigns: Heinz's Baby Food campaign, KFC's Believe in Chicken campaign, and Magnum's Nothing Cracks Like a Magnum campaign.

2 feminist marketing campaigns that get IWD right

How Pregnant Then Screwed & Persil get IWD right

A look at how two brands are celebrating International Women's Day, from Pregnant Then Screwed's shredding campaign to Persil's Arsenal partnership.

3 examples of marketing that drives first time purchases

How Jameson, Virgin Media & Tesco drive first time purchases

A look at how major brands are driving first time purchases, from Jameson's St Patrick's Day campaign to Virgin Media's F1 sponsorship.

3 Valentine's Day Marketing Campaigns that we love

How KFC, Durex and Who Gives A Crap celebrate Valentine's Day

How three brands from three different categories celebrate Valentine's Day.

Every Super Bowl 2025 ad - full list and analysis

Every single Super Bowl ad from 2025

A comprehensive analysis of all the major Super Bowl LVIX advertising campaigns, featuring celebrity appearances, creative storytelling, and brand innovation.

3 marketing examples that changed perceptions in 2024

How Ford, TfL, and World ID changed perceptions

How Ford Pro championed tradespeople, TfL rebranded the Overground, and World ID tackled data privacy through creative campaigns.

3 marketing examples that used innovative media placements in 2025

How Uber used innovative media placement

Uber's creative approach to OOH advertising, leveraging unexpected placements and contextual relevance to capture attention.

3 marketing examples that showcase genuine inclusivity in 2025

How Apple, Nissan (& kind of Hellmann's) made their marketing more inclusive

A look at how major brands are authentically incorporating inclusivity into their marketing campaigns, from Apple's emotional Christmas ad to Nissan's cultural initiative.

Every 2024 Christmas ad - full list and analysis

Every single Christmas ad from 2024

A comprehensive analysis of all the major Christmas advertising campaigns from 2024, featuring emotional storytelling, creative innovation, and brand messaging.

3 cinematic marketing examples that stood out in 2024 - including the John Lewis Christmas Ad

How Sainsbury's, John Lewis and Campari made cinema with their ads

A look at how major brands are authentically incorporating inclusivity into their marketing campaigns, from Apple's emotional Christmas ad to Nissan's cultural initiative.

Examples of creative product launches from McDonald's & Greggs in October 2024

How McDonald's, Nike & Greggs bait and switch in their marketing

A deep dive into creative marketing tactics from major brands: McDonald's staged product leaks, Nike's evolving victory narrative, and Greggs' upmarket brand stunts.

4 experiential marketing examples that stood out in 2024 - including Taco Bell

How Campo Viejo, Taco Bell and others used experiential marketing to drive local engagement

Exploring four creative experiential marketing campaigns: Campo Viejo's artistic wine tasting, Barbour's quilted exhibition, Alpro's street art, and Taco Bell's student-focused tuk-tuk service.

How Poppi, Levi's, and Dr. Squatch Used Celebrity Brand Ambassadors to Drive Engagement

Exploring three creative brand ambassador campaigns: Post Malone x Poppi, Sydney Sweeney x Dr. Squatch, and Beyoncé x Levi's iconic laundromat recreation.

3 Examples of Ads That Deal with Sensitive Subjects in 2024

Burger King, Heinz, and Calm: Navigating Sensitive Advertising in 2024

An analysis of how three major brands - Burger King, Heinz, and Calm - approached sensitive subjects in their 2024 advertising campaigns, exploring the delicate balance between insight and controversy.

3 Examples of Fear-Based Advertising in 2024

How Tesco, Woolmark, and ITV used fear to get audiences to tune in

An analysis of how three major brands - ITV, Woolmark, and Tesco - leveraged different types of fear in their 2024 advertising campaigns, from social experiments to environmental concerns.

4 Examples of Status Quo-Challenging Advertising in 2024

How Lurpak, BA and more challenged opinions to drive conversation

An analysis of how four major brands challenged established consumer perceptions in 2024, from Lurpak's plant-based approach to British Airways' business class messaging.

4 Examples of Creative Social Media Advertising in 2024

4 tiny social ads from Amazon, Uber, and more that tried to punch above their weight

An analysis of how four major brands innovated on social media in 2024, from WeTransfer's break-up announcement to Amazon's clever TikTok tactics.

4 Examples of Social Good Advertising in 2024

How Malibu, SheSays and more tried to do some social good with their advertising

An analysis of how four brands combined business success with social impact in 2024, from Malibu's water safety campaign to Specsavers' hearing health initiative.

4 Examples of Family-Friendly Advertising in 2024

How Pom Bear and others created some good, old-fashioned family fun

An analysis of how four major brands created family-friendly advertising in 2024, from Pom-Bears' belly buttons to M&M's Minis launch.

4 Examples of Creative Product Placement in 2024

How Heineken and others put their thinking caps on for product placement

An analysis of how four major brands innovated with product placement in 2024, from Doritos' fiery displays to Bodyform's storytelling approach.

5 advertising examples that stood out in 2024

Standout work from Lynx, Monzo, Jaffa Cake and more!

A deep dive into five creative advertising campaigns from 2024, featuring Lynx's clever Arsenal tie-in, Monzo's innovative Greggs partnership, Jaffa Cake's identity crisis, Amazon's nautical business ad, and Müller Light's fresh positioning.

3 advertising examples that used trends for success 2024

How can you lean on trends without being tacky? See how KFC, Heinz and Blank Street did it

A deep dive into how three major brands leveraged cultural trends in 2024, from KFC's conspiracy theories to Heinz's sauce mixing phenomenon and Blank Street's data-driven activations.

3 insight-driven advertising examples 2024 - including Heineken

3 campaigns that used smart cultural insights to get to great work

An analysis of three powerful campaigns: Heineken's football-inspired insurance, Chester Zoo's photo-driven storytelling, and domestic violence awareness during major tournaments.

3 ads from British Heart Foundation, Prostate Cancer UK, and Coppafeel that stood out in 2024

How BHF, PCUK and Coppafeel handled serious topics to make great advertising

An analysis of three charity campaigns tackling serious health issues: BHF's emotional football tributes, Prostate Cancer UK's future-focused storytelling, and Coppafeel's age perception challenge.

3 sports anthem ads from Gatorade, Paddy Power and Adidas that stood out in 2024

3 outstanding sports anthems from Gatorade, Paddy Power, and Adidas

An analysis of three powerful sports campaigns: Gatorade's youth revival, Paddy Power's humorous take on England's chances, and Adidas' star-studded football celebration.

3 OOH ads that stood out in 2024 - including Starbucks

How Starbucks, Deli Kitchen and Wilkinson Sword made OOH work

An analysis of three distinctive outdoor campaigns: Starbucks' summer personalization, Deli Kitchen's flat-out creativity, and Wilkinson Sword's copywriting controversy.

3 hyperbolic marketing examples from Monzo, Heinz and Asda that stood out in May 2024

How Monzo, Heinz and Asda used hyperbole to 'exaggerate' their marketing

An analysis of three creative campaigns using exaggeration: Monzo's surreal comparisons, Heinz's superfan stories, and Asda's British summer behavior amplification.

3 marketing examples from M&S, Mini and Jam Shed that all used Pump Up The Jam

3 ads that all used the same song???

An analysis of three campaigns using the same iconic track: M&S's summer vibes, Mini's electric energy, and Jam Shed's viral moment, all powered by Technotronic's Pump Up The Jam.

3 humourous ads from Mike's Hard Lemonade, Graze and Lynx that stood out in 2024

A masterclass in comedic advertising from Lynx and more

An analysis of three campaigns using humor to drive memorability: Mike's Hard Lemonade's gatekeepers, Graze's inner voice, and Lynx's dark comedy approach.

3 advertising examples that used puns in April 2024

How Cruzcampo, Domino's and Kronenbourg used puns to make their ads pop

An analysis of three campaigns using wordplay: Cruzcampo's cruising pun, Kronenbourg's twisted visuals, and Domino's high-four fellowship approach.

3 ads that didn't show the product in 2024

Marketing without the product? See how McDonald's and more did it

An analysis of three creative campaigns that avoided showing their products: LoveHoney's cheeky alternatives, McDonald's mysterious changes, and Hellmann's calendar revolution.

How McDonald's, Beko and Marmite turned product usage into great creative

An analysis of three creative campaigns focused on product usage: McDonald's delivery anticipation, Beko's appliance inheritance, and Marmite's smuggling operation.

3 marketing examples from Hiscox, McDonald's, and Huel that stood out in April 2024

How Hiscox broke their billboards and McDonald's broke friendships

An analysis of three creative campaigns: Hiscox's disastrous billboards, McDonald's pre-nug agreements, and Huel's perfectly-timed influencer partnership.

3 examples of creative marketing from British Airways, Tracksmith, and Prost8 that stood out in April 2024

How BA, Tracksmith & Prost8 do simple, creative ads

An analysis of three creative campaigns: BA's window-seat perspective, Tracksmith's amateur running love story, and Prost8's cheeky awareness campaign.

3 marketing examples using celebs from Nando's, Stella Artois & Axe April 2024

How Nando's & Stella Artois use star power in their ads

An analysis of three celebrity-driven campaigns: Nando's cultural collab with Saka, Stella's Beckham misdirection, and Axe's locker room challenge.

3 creative examples of OOH advertising from Asda, B&Q, and Cleanipedia that stood out in March 2024

How B&Q and Cleanipedia make their OOH ads stand out

An analysis of three distinctive outdoor campaigns: Asda's Easter farm fantasy, B&Q's empowering wordplay, and Cleanipedia's blacklight revelations.

3 marketing examples from Dove, Haribo, and Flora that stood out in March 2024

How Dove, Haribo & Flora maintain their brand platforms

An analysis of three brand platform campaigns: Dove's fight against harmful beauty standards, Haribo's enduring Kids' Voices concept, and Flora's quirky plant-based messaging.

British Airways flip the camera in latest campaign

An analysis of BA's innovative OOH campaign that turns the lens inward, capturing the wonder of air travel through passengers' expressions at 35,000 feet.

Just Eat lean into film to get us to buy groceries online

How Just Eat used Wes Anderson-style animation to expand their market

An analysis of Just Eat's charming stop-motion campaign featuring cuddly mascots, created by the studio behind Fantastic Mr. Fox, to promote their grocery delivery service.

How B&Q breathed new life into its 'You Can Do It' slogan

What went into B&Q's new campaign that reinvents their 40-year-old slogan, turning voices of doubt into a rallying cry for DIY confidence.

How IKEA turned home into a playground in their latest campaign

How IKEA made staying home feel rebellious

An analysis of IKEA's creative campaign that transforms home activities into acts of rebellion, showing how staying in can be more exciting than going out.

How Google made AI accessible in their Super Bowl ad

An analysis of Google's emotional Super Bowl campaign that showcases their AI technology through the lens of accessibility and human connection.

How KFC made product marketing fun again

How KFC's creative advertising makes their products stand out

An analysis of how KFC turned a simple product feature into memorable creative, breaking traditional product marketing conventions with humor and simplicity.

How Magnum's 'Stick to the Original' campaign won over audiences

An analysis of Magnum's premium positioning campaign that uses humor and storytelling to justify their price point, earning System1's 'Exceptional' rating.