Starbucks’ new ad seems familiar, because it’s supposed to

'Purpose’ is notable by its absence as Starbucks unveils its inaugural advertisement created in partnership with Anomaly, its newly appointed US creative agency.

This campaign, titled ‘Not My Name’ is aptly set to The Ting Tings' song ‘That's Not My Name’. It was first broadcast during the AFC Championship game between the Kansas City Chiefs and the Buffalo Bills.

The ad centres on Starbucks' distinctive practice of writing customers' names on their cups. In this iteration, however, baristas inscribe uplifting messages such as "You got this" instead of names.

The ad emphasises personal connection and encouragement, aligning with Starbucks' commitment to fostering community and positivity. The message, however, is more universal this time, rather than focused on underrepresented groups.

A brief history

Prior to collaborating with Anomaly, Starbucks had engaged WPP for its US creative duties. However, in a strategic shift, the company appointed Anomaly as its US creative agency in January 2025. This decision was influenced by the arrival of Tressie Lieberman as Starbucks' chief brand officer in November 2024, who has been instrumental in steering the brand's marketing direction.

Under the leadership of CEO Brian Niccol, Starbucks is redirecting its marketing efforts from discount-driven promotions to brand storytelling and emphasising its coffee expertise. The ‘Not My Name’ campaign is familiar in that it focuses once more on an age-old USP of the brand (writing on paper cups), highlighting the unique customer interactions and reinforcing its identity as a welcoming "third place" for patrons.

The previous campaign using this trope was 2019’s poignant ‘What's Your Name’ campaign, highlighting the experiences of transgender individuals during their transition. The campaign was developed by the creative agency Iris Worldwide and directed by Nick Rowland.

Starbucks might not be winning any plaudits for originality in this latest campaign, but it is following a broader trend of returning to the core brand tropes while radiating positivity through light-hearted messaging and catchy tunes. See also Kellogg’s recent reboot and IKEA’s new self-aware campaign.