An advertising saga refers to a series of promotional videos created for the same brand, featuring a recurring theme or character. These videos are broadcast at regular intervals over a period that can extend over several years. Some sagas incorporate narrative elements to captivate the audience. Well-known examples of advertising sagas include the Evian baby campaigns, Orangina commercials, the Nespresso ads featuring George Clooney, and the Don Patillo saga by Panzani.

An assessment of the impact of advertising sagas in regional media (based on the PQR66 study) highlights the influence of certain iconic campaigns, such as the Cetelem advertising saga.