A café team changes its mind about a new drink. A woman edits former boyfriends out of photos, then reconsiders. Canva’s new North American campaign makes those small creative decisions the story, just as the company is giving AI a larger role in its tools.

Based on 6 reviewed sources · See sources

A product demo with a plot

Goodby Silverstein & Partners created “What Will You Canva Today?”, announced on 30 October. Canva says the first television spot is scheduled for NBC Sunday Night Football on 1 November. Its in-house team collaborated on social, radio and outdoor work.

The official New Drink film turns a café brainstorm into a poster; Erase Your Ex builds its joke around photo editing and Undo. The product features serve the characters’ changing intentions. Creative-industry publisher Famous Campaigns shared the latter spot on 1 November, highlighting its mixture of demonstration and relationship comedy.

From the source · Famous Campaigns · @famouscampaigns ·

The creative-industry publisher shares the photo-editing campaign film. This is commentary on the creative, not an effectiveness test.

View the original post on X ↗

A bigger job for one verb

The company replaces “What will you design today?” with “What will you Canva today?” Its name is being asked to cover video, websites and printed work alongside design.

B9 founder and advertising writer Carlos Merigo reads that shift as a way to move beyond the design-tool category. His useful qualification: a company cannot simply declare that its name has become a verb. That depends on what people actually start saying and doing.

Selling ownership while adding AI

There is a timely tension in the pitch. Canva’s 29 October Brush announcement introduces an AI model for supported design edits by Pro subscribers. Its campaign, meanwhile, explicitly emphasises pride in making something personally yours. The advertised benefit is the maker’s relationship with the result, alongside what the software can produce.

The announced campaign is for North America; no European rollout is specified. Its positioning is visible. Whether it brings people back to Canva more often remains unmeasured in the inspected reporting.

Sources

Written with AI assistance from the sources above. Analysis and practical implications are our interpretation. Our editorial approach.