Ad Campaigns
Coach launches ‘Unlock Your Courage’ campaign
Mumbai: Coach launches ‘Unlock Your Courage,’ a campaign starring new global ambassadors Elle Fanning, Charles Melton, Nazha and Storm Reid, and returning Coach family members Jayson Tatum, Kōki, and Youngji Lee. The campaign introduces Coach’s Fall 2024 collection in a series of stories about having the courage to choose authentic self-expression over the idea of perfection, and is the newest exploration of ‘the courage to be real,’ Coach’s purpose-grounded platform inspiring people to express the many sides of who they are.
Coach’s ‘Unlock Your Courage’ campaign reshapes the brand’s talent roster with new ambassadors who align with Coach’s core purpose: the courage to be real. Each individual showcases authenticity, a courageous spirit, and style, making them standouts in their fields and exemplifying how to confidently explore various facets of one’s identity.
The fall campaign reflects the ways today’s generation can sometimes feel constrained by their own expectations of perfection. Starting from this initial place of vulnerability, the campaign stories then flip the narrative, with each character unlocking their inner courage to break free from their ideas of perfection and instead celebrate their unique self-expression.
“My approach to the “Unlock Your Courage,” campaign matched my design process for the Fall collection,” said creative director Stuart Vevers. “We focused on the tension between something romantic and picturesque and something very real and spontaneous; a sense of the lived in but compelling aesthetic that typifies the spirit of New York. Elaine’s dynamic shots of our friends of the house all amplify that message of authenticity and the beauty that comes from embracing the imperfections of a well-lived life in well-loved fashion.”
In the campaign films directed by Camille Summers-Valli, Coach bags drive the characters’ transformations, helping them access their inner confidence. Elle Fanning portrays a young woman who gains confidence from the Brooklyn bag she carries to an audition. Charles Melton’s character, on a first date, is supported by his Hitch backpack to present his authentic self. In Nazha’s film, her Times Square Tabby bag gives her the assurance to enter a crowded party confidently. The campaign also features rapper Youngji Lee, who, with her Tabby bag, overcomes self-consciousness at a family gathering. The films are complemented by photographs from British photographer Elaine Constantine, showcasing moments of inner liberation and featuring the full cast, including Storm Reid, Jayson Tatum, and Kōki, each highlighting new Coach eyewear and watches.
“Self-expression is one of the key pillars of the Courage to Be Real, our purpose here at Coach,” said Coach global CMO and Tapestry chief growth officer Sandeep Seth. “We’ve found again and again that the chase for perfection can hold us back from expressing ourselves authentically. ‘Unlock Your Courage’ is meant to inspire our consumers to break from that impossible standard and embrace the many facets of who they are.”
Another star of the campaign is Coach’s iconic Tabby bag, which appears in new silhouettes and finishes with the debut of the Times Square Tabby. Alongside the new Brooklyn bag, this latest iteration of the Tabby is a highlight of the Coach Fall 2024 collection, inspired by Creative Director Stuart Vevers’ vision of youthful interpretations of Coach’s American design language. The campaign also features tailored silhouettes and ready-to-wear essentials including denim trousers, tops and knitwear, along with an array of New York-inspired charms such as yellow taxis, postcards and the Statue of Liberty.
‘Unlock Your Courage’ follows Coach’s ‘Find Your Courage’ and ‘Wear Your Shine’ campaigns, which are part of Coach’s expressive luxury vision focused on self-expression.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
