Work of the Week: 05/01/24

There’s something about the chaos of family get-togethers that - love it or hate it - serves as a point of common experience between the majority of people. Maybe it’s the loud talking of various little groups all attempting to host their individual conversations at the same time. Or perhaps it’s the clutter of the kitchen and the one guy who steals a bite of food before it’s officially served - whatever the case may be, you’ve probably experienced exactly that at least once before. And that’s specifically what Majority captures in its newest spot for The Coca-Cola Company. Produced by SMUGGLER, in partnership with ‘The Bear’ director Christopher Storer, the brand’s products are tastefully scattered throughout the ad, which tells the all-too-familiar story of a significant other meeting and attempting to impress his partner’s family for the very first time… on game day no less. 

Have you ever considered just how much the standard electric outlet looks like a face? This is clearly a realisation Apple and TBWA\Media Arts Lab Los Angeles had when making their latest spot, which depicts a sad socket singing ‘Way too Long’ by Doe Boy. And although the ending is a touch heartbreaking, with the protagonist clearly not hearing the emotional outpour of the plug as he leaves for the day with his phone un-recharged, it serves as a fantastic way to highlight the battery life of the brand’s iPhone 15 Plus. 

Here’s a grim statistic: since 2014, more than 28,000 people lost their lives in the Mediterranean Sea, many of whom were migrants looking for safety and better futures. However, that’s exactly what NGO Emergency has been trying to prevent, with its ship ‘Life Support’ rescuing anyone it can - whenever it can (1,219 men, women, kids and minors travelling alone in the last year). Unfortunately however, there are many people who are indifferent to this need. And to highlight the absurdity of that fact, the organisation worked with Ogilvy Milan to create a poignant dystopian film. Depicting a lifeguard who sees a man drowning, it tells the story of his desperate attempt to get through a mob of people who try to dissuade him from doing his job, citing reasons like ‘Who knows where that guy comes from?’, and ‘As long as they know they’ll get rescued, they’ll swim here’. Juxtaposed against a fast-tempo, upbeat soundtrack, it’s a powerful reminder that even with people looking to prevent the worst from happening, it’s not OK for everyone else to just sit back and watch. 

What does it look like to unleash one’s inner horse? Well, this is something that Åkestam Holst Noa and client ATG answered this week to promote horse racing game V75. Directed by Giants & Toys’ Fredrik Bond, the work depicts people - from a boxer to in-office employees - gradually forgoing their human tendencies and unlocking horse-like tendencies… including munching paper and galloping down the sidewalk in ridiculous fashion.  

The start of a new year signals, for many, the beginning of new diets, workout routines and fitness goals. However, these are usually easiest accomplished at a gym with proper equipment than at home in DIY fashion - something clearly outlined in DEPT®’s latest spot for The Gym Group. Emphasising the fact that over 50% of UK adults are within a 15-minute drive of a location, even classic ‘80s workout montage music isn’t enough to prevent leg lifting the couch, or doing squats down the driveway from looking ridiculous - an effective reminder that there’s a far more convenient, local solution waiting for them if they so choose. 

Of course, a Work of the Week list wouldn’t be complete without some quality out-of-home advertising. And filling this spot perfectly - well, perhaps overflowing would be more appropriate - is McDonald’s UK’s most recent campaign, created in partnership with Leo Burnett UK. Titled ‘Like Getting Your Money’s Worth?’, this poster intentionally spills past the confines of the advertising space, demonstrating how a brand that appreciates money saving tactics is more than likely going to respect the money saving needs of its customers.