How did celebrities help out when Alexa lost her voice? Why did Australia create a fake movie trailer? And is every advert on TV just another Tide spot? Canvas8 unpicks the behaviors that underpinned eight notable campaigns from the 2018 Super Bowl.

Mars Maltesers has released an ad campaign that uses humour to tackle two taboo topics faced by women; the menopause and lesbian dating. The campaign’s forthright and irreverent tone taps into people’s desire to see real people and real issues portrayed authentically.

Many brands have been slow to reflect changing family dynamics, but IKEA has chosen a different path. Its ‘Where Life Happens’ campaign depicts single parenthood, adoption and divorced parents with children. While the ads might not be aspirational, they're depicting the real modern family.

Behavioural sciences have been applied to advertising for nearly 50 years, but industry-wide adoption is slow. Canvas8 spoke with Richard Shotton, author of The Choice Factory, about how behavioural sciences can help advertisers to innovate their practices to meet the challenges of tomorrow.