Craig Redmond

For his final column of 2022, The Message’s natural-born storyteller Craig Redmond celebrates the industry ritual of passing down stories from generation to generation.

Though the Azzurri failed to qualify for the world’s biggest soccer tournament, some brands figured out how to make Limoncello out of those sour lemons, says Craig Redmond.

Craig Redmond has detected a new trend in lottery advertising—more earnest and heartfelt messaging that evokes the randomness of the game of life.

Some of the Qatar World Cup creative reminded Craig Redmond of an early-career stunt that could have been fireable, but ended in hysterics.

Craig Redmond is a fan of Christmas, but not so much of Christmas advertising. Except for Penny, which has gotten it right two years in a row.

Britain’s advertising Super Bowl—aka, Christmas—is about to get underway. And while he’s no Scrooge, Craig Redmond isn’t ready for it yet.

Much of what Craig Redmond knows of Sweden he learned from watching hockey. But he’s convinced the national tourism marketer has done a great job capturing the country’s “gallant soul.”

Social media has caused many marketers—and their agencies—to become addicted to consumer data. But at what cost, asks Craig Redmond.

After 25 years of selling soup, pushing pop and touting telecoms, Craig Redmond is making the move into pharma and health marketing.

Despite personal experience proving the adage about “never work with babies or animals,” Craig Redmond found a few new examples of clever critter-based commercial creativity.

Craig Redmond has long been drawn to New Zealand, a country with more sheep than people that produces some of the best PSA creative in the world.

It may be that few understand the crypto craze, but ad agencies are having fun stirring up curiosity and stoking the “FOMO fires,” says Craig Redmond.

Like other brands before it, the California Milk Board has taken its advertising past the point of no return.

The arrival of single-game wagering in Canada has produced a wave of banal advertising, but Craig Redmond is inspired by some work out of the UK

In the midst of a dry spell for noteworthy creative, Craig Redmond was stopped in his tracks when he saw this short film for the retail jewelry brand.

Most mattress advertising is god-awful, says Craig Redmond, but Droga5’s new “Junk Sleep” ads for Mattress Firm are a somnambulist’s dream.

A purpose-free but hysterical new ad for Twix got Craig Redmond thinking about the industry’s obsession with attaching purpose to everything.

New creative for the Women’s Euro 2022 tournament reminds Craig Redmond of his own daughter’s passion for sport

The Supreme Court decision on Roe v. Wade is just the latest example of the U.S. moving backwards in depressing, scream-inducing ways, says Craig Redmond.