Formula 1 cars need oil to function, but Formula 1 audiences might not want it on their faces.

At least, that’s what the beauty brand One/Size by Patrick Starr is betting on. To promote the brand’s latest product, the Oil Sucker Liquid Blotting Paper Spray, the brand pushed out a social campaign themed around an F1 pit crew and an influencer activation at the Miami Grand Prix. The campaign, which stars creators Paloma Sanchez, Toni Bravo, Kennedy Eurich, and Stephanie “Glamzilla” Santana, was made with Fred & Farid Paris and marks the first global campaign from the brand.

It’s also part of a broader push from One/Size into motorsports, Juliette Tang, president of the brand, told us.

“Performance has always been such an important part of what we do, but we’re also really obsessed with community,” Tang said. “We really approached the launch from those two perspectives…and we wanted to tie it together in a world, and that was where the world of Formula 1 came in.”

Revving up: Ahead of the product’s May 15 launch, One/Size released a series of short films to highlight everyday scenarios where oily skin could be an annoyance, including mid-dance party, during a corporate meeting, on a city commute, or after a nap. In each setting, a race pit crew, helmed by brand founder Patrick Starr, rushes in to help with the new Oil Sucker spray.

One/Size’s work with creators is shaped by the fact that it is creator-founded, Tang said, whether that is casting for campaigns or crafting invite lists for events like the Miami Grand Prix activation.

“It feels quite intimate when we have events,” Tang said. “It feels like a group of people coming together and reuniting and like friends and family.”

Keep reading here.—JN

Leo Messi is a giant—in the world of soccer, that is. But in Lowe’s World Cup campaign, it’s literal.

The home improvement retailer, which first announced a partnership with Messi in 2024, is bringing 10-foot-tall inflatables of the Inter Miami FC and Argentina national team star to four US host cities as part of its World Cup marketing efforts.

“This is not going to be just a TV commercial,” Gerardo Soto, VP of media and sports marketing, told Marketing Brew. “This is not just going to be a couple of mentions here and there. Soccer is a passion. Soccer is a common language that crosses cultures and nationalities, and it’s all going to converge here on the largest stage. We want to be a part of that.”

The “Epically More Messi” campaign is part of a recent push from Lowe’s to drive consumers—especially those from younger generations—to its loyalty program via sponsorships. It also reflects an approach to World Cup campaigns that brands across categories are taking: star-studded, 360-degree efforts anchored in localized twists.

Keep reading here.—AM

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Christy Roach is CMO of AirOps, a platform designed to help brands create marketing content using generative AI. Before joining AirOps, she was CMO at AssemblyAI, and she has also worked in marketing roles at companies including Airtable, Envoy, and Asana.

Favorite project you’ve worked on? International expansion is always one of the most challenging and most fun projects to take on. Running our first global launch in five languages at Asana at a time when localization was incredibly difficult to do (thanks, AI, for making that easier!) and helping Airtable establish its EMEA presence with our first events in London were two experiences that really stretched me as a marketer, but also provided that pinch-me moment to see how each company had grown from the early days.

What’s your favorite ad campaign? This was a long time ago, but an ad campaign that’s stuck with me was actually by the California Lottery. It was a billboard with palm trees in the background and a lotto ticket close-up that said, “May the best dream win.” As someone who obsesses over positioning, I thought this was such a clever way to elevate buying a lottery ticket to something aspirational and almost a challenge to say, “Your dream is worth a one-in-a-million chance.” They didn’t include the size of the prize; they didn’t drive urgency; they just planted that seed of, “What dreams could I fulfill if I won the lottery?”

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Mergers and acquisitions, company partnerships, and more.

• Viant, a DSP, partnered with Ad Fontes Media to help marketers advertise against news on CTV platforms by scoring programs based on political bias.
• Google announced a partnership with US Soccer, which includes the presenting sponsorship of its World Cup roster reveal.
• BeOne Medicines, an oncology company, tapped former USMNT goalie Tim Howard for its “first major corporate campaign.”