{
  "id": 18069877,
  "title": "Good ads have a new name, ‘entertainment-first’ and SharkNinja is using it for its holiday campaign",
  "url": "https://urgent.news/2026/11/04/good-ads-have-a-new-name-entertainment-first-and-sharkninja-is-using",
  "topic": "business",
  "section": "Business",
  "published": "2026-11-04T05:01:00.000Z",
  "source": {
    "name": "Digiday",
    "slug": "digiday",
    "url": "https://digiday.com/marketing/good-ads-have-a-new-name-entertainment-first-and-sharkninja-is-using-it-for-its-holiday-campaign/"
  },
  "original_language": "en",
  "account": "In the marketing world, the term 'entertainment-first' has gained popularity in recent years. A prime example of this approach is SharkNinja's holiday campaign. Last year, the ad featured Kevin Hart moving in next door to David Beckham. This year, Hart is house-sitting for Beckham and invites Tom Brady and tennis player Aryna Sabalenka over. However, things start to break and each star denies being responsible in separate videos posted on social media. Grainy security footage leaked over the weekend, showing Sabalenka drinking straight from the spout of a Ninja slushie machine. Brady questions one of the company's skincare face masks and steps on a gift, while Hart breaks a picture frame with a Shark vacuum. All this unfolds as Beckham watches the entire spectacle on his phone in real-time, captured by his personal security cameras.",
  "summary": "Making ads people want to watch is now a strategy. SharkNinja’s celebrity filled holiday spot shows why.",
  "key_points": [
    "SharkNinja adopts 'entertainment-first' ad approach",
    "Kevin Hart housesits for David Beckham for ad",
    "Tom Brady and Aryna Sabalenka appear in ad"
  ],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}