At the 2026 MTV VMAs—hosted by Snoop Dogg and airing Sept. 27—brands moved beyond traditional ads to create show moments, led by Dunkin’s two-part Pumpkin Spice sketch featuring Rachel Dratch.
Dunkin’ extended its fall campaign into the VMAs with a two-part sketch that brought Rachel Dratch’s lost Spice Girl, 'Pumpkin Spice,' to the show.
The VMAs’ later fall timing created a seasonal opportunity for brands to tie campaigns directly to live moments.
Advertising HQ brings the people shaping advertising, commerce, and media together for four days of unscripted conversations and after-hours connections. The 2026 MTV Video Music Awards is pulling out all the stops, with Taylor Swift, Madonna, and more artist appearances set to have social media buzzing. With this year's Snoop Dogg-hosted VMAs shifting to later in the fall season, airing on Sunday, Sept.
@gumgumerson | bill.bradley@adweek.com Convergent TV Marketers, You Have 9 Minutes to Earn Attention By Ashley R. That was not even a territory we were talking to Dunkin' about, and they brought their fall marketing campaign to us," said Matt Newcomb, SVP of marketing activation for Paramount Media Labs. VIEW ALL SUBSCRIPTION OPTIONS Bill Bradley Bill Bradley is Adweek's deputy TV, Media and Sports editor.
Move Over, Taylor Swift. The Brands Are About to Spice Up the VMAs
Taylor Swift will make history and Madonna leading the nods.
Back in 2009, Taylor Swift and Kanye West were responsible for what might be the single most famous moment in the history of the MTV Video Music Awards, with apologies to Madonna's bridal dress, Britney Spears' bigass snake, and the Miley Cyrus/Robin Thicke situation. Every year, the people at MTV do whatever they can
Halloween may still be a month away, but celebs are ready for spooky season — judging by the VMAs red carpet, at least. Page Six Style & Shopping Director Elana Fishman has all the style details on this episode of “Currently Trending.” Bold looks in witchy black were the standout trend of the night, from...
2026 VMAs Was Taylor-Made for Big Viewership Boost, 51% Increase
2026 VMAs Was Taylor-Made for Big Viewership Boost, 51% Increase
Loading more related stories...
Open the app view to save this story, compare related coverage, and continue from the same source.