September Marketing Rundown: 6 Must-Know Stories That Shaped the Month

The September marketing landscape saw both ups and downs, as evolving AI tools emerged to support creators, marketers, and brands.  

While the partnerships between marketing firms such as IPG and Omnicom have been forming, the brands face backlash from various fronts.  

Digital platforms are discovering new ad formats and searchability, and the changing landscape for CMOs is also reaching tipping points.  

With these highlights, we will dive deep into the stories that happened in September.  

Meta to Hit Pause on Political Ads in EU Ahead of October Elections 

Meta is pulling the plug on political ads across Europe this October, just as the region gears up for a busy election season. The move is part of the tech giant’s attempt to stay on the safe side of EU regulations, which have been tightening the screws on online political advertising and transparency. 

The timing isn’t random. October is a crucial period, marked by several national and regional elections. By suspending political ads, Meta is signaling it doesn’t want to get caught in the crossfire of misinformation debates or face accusations of election interference. 

Of course, critics argue that this is more about risk-avoidance than responsibility, and banning ads altogether may harm smaller political groups that rely on paid promotion to reach voters. Still, with regulatory pressure mounting and watchdogs watching closely, Meta seems to be choosing silence over scandal—at least for now. 

Nike’s New Slogan: “Why Do It?” Strikes a Chord with an Anxious Generation 

Nike, long known for its iconic “Just Do It” rallying cry, is flipping the script. The brand has quietly introduced a new line built around “Why Do It?”—a subtle but striking nod to a generation grappling with anxiety, burnout, and constant pressure to perform. 

The twist feels less like a motivational command and more like an honest reflection of what Gen Z and younger millennials ask themselves daily. It’s Nike tapping into cultural honesty—acknowledging that hesitation, questioning, and self-doubt are as real as ambition. 

Early reactions are mixed. Some fans praise the brand for evolving its message to meet people where they are, while others argue that Nike risks diluting its core identity. Still, the campaign sparks conversation, which is precisely what Nike does best—turning slogans into cultural statements. 

Musk Taps Grok to Finance xAI: Betting on His Own AI 

Elon Musk is once again blurring the lines between his ventures. His chatbot Grok, built into X, will now help finance xAI—the company Musk launched last year to compete with OpenAI, Anthropic, and Google DeepMind. 

The move signals Musk’s intent to turn Grok into more than a novelty chatbot. By tying its revenue stream directly to xAI, Musk is asking users of X Premium (where Grok is bundled) to bankroll his AI moonshot. 

Critics see it as another Musk-style cross-subsidy play, similar to how Tesla once fueled his other ventures. On the other hand, fans argue that it’s a clever way to fast-track innovation without chasing traditional VC money. 

Meta Connect Demo Disaster: Fumbles of Zuck’s Live Tech 

At Meta Connect 2025, Mark Zuckerberg tried to show off something futuristic—AI-powered glasses and a wristband interface that reads muscle signals. Instead, he gave the audience a crash course in how unpredictable live demos can be. 

In the first act, a cooking demo went sideways. The AI insisted ingredients had already been combined and repeated its “advice” even when the presenter asked again. The blame? Wi-Fi. Or so it seemed at the moment. 

Later, Zuckerberg tried taking a video call using his wrist gestures and glasses. Nothing happened. No call was answered, and no signals registered. He kept pushing—”That’s too bad… I don’t know what to tell you guys, “Before finally admitting defeat and moving on. 

In a post-show AMA, Meta’s tech lead spilled the real details: the system accidentally triggered AI mode on all glasses in the building, overloading the network (a self-inflicted DDoS). And the display apparently went to sleep exactly as a call came in—a bug never seen before. 

OpenAI’s First Ad Campaign, where ChatGPT Creates Everyday Moments 

OpenAI is doing something new with ChatGPT—shifting from flash events and one-off publicity stunts to real brand building. Their first large-scale campaign is hitting the US, UK, and Ireland, and it’s appearing everywhere: TV, outdoor screens, streaming, and social media.  

What’s the story? Users use ChatGPT to write recipes, plan workouts, and simplify daily tasks—stuff that seems mundane but is also deeply useful. OpenAI wants the messaging to feel like it could be part of your life. 

Interestingly, the work is done in-house. Sure, AI helped behind the scenes—but the visible bits, they say, were shaped by human hands. 

Bradley Cooper’s Beef with Uber Eats, Another Fun Food-Conspiracy  

Uber Eats has stirred the pot again, with Bradley Cooper at the center of its latest NFL-season campaign. The spot, Bradley’s Mission, builds on last year’s conspiracy-themed ads that joked football was invented to sell more food. 

In the new ad, Cooper storms into a boardroom of NFL execs, furious over the idea that his beloved Philadelphia Eagles only won to push chicken wings. He pleads with them to “publicly deny the conspiracy,” while the suits deadpan about egg sales and bread influencers. Add cameos from legends like Jerry Rice and Troy Aikman, and the ad quickly veers into absurdist comedy. 

But not everyone is laughing. Some viewers love Cooper’s straight-faced defense of football, while others feel the joke risks being too meta, poking fun at the culture that makes Uber Eats money in the first place.