Work of the Week: 04/04/25
It’s a fat list this week; birthed through plenty of hot debate between the editorial team regarding what should, and shouldn’t make the cut.
National Autistic Society - It's How You Show Up
Chosen by Tará McKerr, Europe reporter
It’s hard to know what to say here that will do this spot justice. I’d recommend more than anything that you just watch it – maybe once, definitely twice. It tells the semi-biographical story of the Wakeman family.
It’s a semi-biographical spot following the father and daughter, Chris and Penny, as they go through their day, with a voiceover narration from Chris. It gives us an intimate glimpse into their lives, and the everyday challenges and triumphs they experience as autistic individuals. Chris’s narration emphasises the importance of understanding and empathy from the public.
There’s bittersweetness as he discusses the happiness he feels that Penny will grow up in a more gentle world. His voice cracks at one point and it’s enough to break your heart.
This story asks viewers to reflect on their perceptions of autism, and take meaningful steps towards creating a softer world for those with the condition.
Poretti - Welcome to the Lake
Chosen by Zoe Antonov, Europe reporter
In a new marketing push for Poretti, Carlsberg has partnered with Biscuit Filmworks and created a truly cohesive aesthetic for the perhaps not-so-well-known drink. ‘Welcome to the Lake’ features a Northern Italian lake, a boat, one smug passenger and foxes as the captains of the vessel. It’s in black and white, of course, but don’t dare to think there’s a risk of this film hiding in the shadows. In fact, Sam Johnson, head of marketing at Carlsberg, Poretti & Somersby, explained that this new vision is what will help Poretti stand out in the “world of sameness” of the beer market.
And to me, that’s exactly what it does. Surrealism isn’t something I am used to seeing in beer ads, and neither is compelling storytelling. This feels like the characters came from somewhere, and are going somewhere – we, the viewers, are just seeing a glimpse of their world. It is this depth that creates a new world for a brand I was previously unsure of. But, as today is Friday, it’s the perfect time to rediscover the surreal worlds of Poretti.
SickKids - The Count.
Chosen by Jordan Won Neufelt
For me, the annual SickKids campaign release is one of the most hotly-anticipated advertising moments of the year. It’s something I, like countless other Canadians, have watched evolve over time, observing that without fail, it always seems to land in stunning, visually-striking fashion.
Unsurprisingly – if its presence on this list hasn’t given it away already – this year’s edition lives up to that gold standard. Despite this being FCB Toronto’s first outing as the Foundation’s creative agency, the work feels right at home with what we’ve come to expect from the ‘SickKids VS’ platform: beautifully-shot visuals (in this case directed by Iconoclast’s Clément Durou), powerful scoring, and a message that somehow breaks your heart into a million tiny pieces and sparks hope simultaneously. In this case, the decision to highlight the Foundation’s 150th birthday by layering it against the idea of children fighting for each year of their lives, paired with the imagery of hospital ‘athletic’ training is both unexpected yet brilliantly memorable. Really, it’s far better watched than described, so I’ll be quiet now and let you savour the craft and creativity for yourself.
Corona - Sunset
Chosen by Alex Reeves, managing editor, EMEA
Selling sunset. It’s not just for the real estate oddballs on TV. Beer brands from sunny countries can do it too. Because that’s what makes this great advertising. It’s not selling you a fermented drink made from water, barley, hops and yeast. It’s welcoming you to the perfect sundowner moment. After months of gloom, it reminds us in the UK that we can finally feel the sun’s warmth on our skin, not just register its presence the absence of darkness. And I can feel these ads. I can’t think of another beer that owns a sunny evening quite like Corona. And that’s down to a strong brand that’s been carefully shepherded through its advertising. Kudos to in-house agency draftLine for such a confident act of advertising.
McDonald's - Fandom Feast: McDonald’s Live Party
Chosen by Sunna Coleman, reporter, Asia
Fandom culture is on the rise and it is particularly strong in Asia. Brands who are able to leverage fandoms authentically reap the benefits by tapping into these highly engaged communities. This has been brilliantly demonstrated by McDonald's Japan whose collaboration with internationally acclaimed all-Japanese girl group, Xtraordinary Girls, created record-breaking engagement and sales.
Through an immersive experience aimed at their gen z audience which gave fans the opportunity to enjoy McDonald's both virtually and in-person with the girl group, the brand increased usage of Mobile Order & Pay as well as sales of the special artist-curated Galaxy Set - featuring each member’s favourite McDonald's items.
The experience was a huge hit with fans throwing their own viewing parties of the live stream while enjoying a McDonald's meal together. And with its scalable design, we can expect plenty more adaptations with more artists to come.
Artículo 19 - The Shooting
Chosen by Addison Capper, managing editor, Americas
A beautiful pun sits at the heart of this gripping short film that powerfully highlights the deadly reality of being a journalist in Mexico. Since the year 2000, more than 200 journalists have been murdered or disappeared simply for doing their job. What’s more, impunity remains the norm – according to Artículo 19, 98% of crimes against journalists go unpunished.
Created by Grey Mexico and directed by Oriental Films’ Yupi Segura and Charlie Gutiérrez, the film takes the form of a classic gangster shootout between two rival sides. But this time, there’s a twist: one side wields weapons, the other wields cameras. One side shoots for the truth. The other, to silence it.
RONA - Half Ass
Chosen by Abi Lightfoot, Americas reporter
Take a moment to sympathise with Half-Ass, the puppet and CGI half-donkey character created by MastersFX and Parliament to remind audiences that in the home improvement world, a half-assed approach is never going to cut it. Blending humour with heart, Half-Ass undertakes a journey of discovery that highlights the consequences of shoddy, low-effort workmanship, becoming more and more disheartened by the poor quality work that surrounds him, until he arrives at a RONA store, where a beckoning hand encourages him to, ‘Make it right. Make it RONA’.
The campaign introduces RONA’s new brand platform, ‘Make it right. Make it RONA’, speaking directly to home improvement professionals in a playful yet truthful way. The work was brought to life by Courage Inc, with direction coming from Guy Shelmerdine through SMUGGLER x Soft Citizen.
Deep RiverRock - That’s Better
The insight is simple: Deep RiverRock water will hydrate you… and that’s about it. It won’t make you fly, save your marriage, fix your car or, as shown in this ad from TBWA\Ireland and ProdCo director Thomas Ormonde, make you better at bowling.
It’s a sweet and simple spot with a great visual punchline, and a particularly funny depiction of a Pete Weber-esque bowling pro – with the shades to boot. The pinsetter machine at the end placing a display of different Deep RiverRock flavours is a nice touch, too. But it’s the suddenness and thudding noises of the bowling ball bouncing across the lanes and wiping out the person on a stepladder that gave me a much needed laugh this week.
Tecate - Tecate x Stallone
Chosen by Zara Naseer, members reporter, EMEA
I think many of us can relate to the desire to fly away. To leave behind work, responsibilities, the world. To be *checks notes* borne skyward in the claws of an oversized eagle steered by Sylvester Stallone himself.
Rebolucion’s latest ad for Mexican beer brand, Tecate, has made this very specific dream a reality on screen using the same visual effects techniques as ‘House of the Dragon.’ Co-directed by Oscar winner Armando Bó and Sebastián López, it champions the value of saying “no” to those situations you’d really rather swerve, and chasing what you truly want instead: the humble enjoyment of a beer with friends.
The dramatic spot in the sky is elevated all the more by Andrea Bocelli’s epic ‘Por Ti Volaré’, Spanish for ‘For You, I’ll Fly’ – a singularly perfect choice.
Here’s a toast to ads that take silly seriously.
