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Top 5 Campaign in Automotive · August 2026
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Top 5 Campaign
Automotive · August 2026

Martha Stewart’s Waymo Open Door

PR Campaign
Thursday 27th August, 2026

Waymo teamed up with Martha Stewart to introduce its Ojai autonomous vehicle through a 52-second social film inspired by Architectural Digest’s Open Door format. Stewart toured the driverless cabin like one of her homes, calling out its comfort and features while contrasting it with the “horrible experience” of a traditional taxi, giving a technology launch a playful domestic makeover.

Why it worked: It hijacked AD’s Open Door format and a trusted homemaker to reframe a scary tech launch as a cozy, anti-taxi lifestyle upgrade.

The lesson: Consider recutting a familiar culture format with an unexpected authority to positively reframe a feared product versus a universally hated alternative.

Waymo Martha Stewart
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Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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