Work of the Week: 07/07/23
The first week of July has provided some excellent creative, including several sporting spots and a fashion mag film that kicks off the month in style.
The best work also includes brands that are fighting against discrimination through some eye-catching OOH, beautifully crafted film and a dash of tongue-in-cheek humour. Utilising one of advertising's most iconic landmarks, legendary drag queen RuPaul stood up to defend drag as a first amendment right with a clever billboard in Times Square, reminding legislators that the "founding daddies" wore wigs, heels and tights while signing the Declaration of Independence. Meanwhile, Coca-Cola brand Sidral Mundet and Landia director Alexis Gómez challenged Mexican stereotypes with an artful and authentic film that says 'ESTAMOS' (we are here).
With the Women's World Cup coming up later this month, ITV has released a promo that features real life lionesses joining the celebrations - preparing England fans to roar along with the national team at the tournament. And it wouldn't be Wimbledon season without some tennis-themed campaigns too. To unveil the Noah x PUMA apparel collection, the brands partnered with O Positive's Brian Billow to create a cheeky video that has streaked its way into our personal favourites for the year so far. Turning the 'streaker' trope on its head, a nude tennis match - complete with nude audience members, TV crew and security - is disrupted by a fully-clothed man, who invades the court and runs amok, decked out in the new sportswear.
To see this silly, starkers spot and all the other top pieces of creative from this week, read on.
Noah x PUMA - Winning Streak
This spot, directed by O Positive’s Brian Billow, from the ‘Dare to Unbare’ campaign showcases the retro chic Noah x PUMA apparel line against the backdrop of a tennis match disrupted by a ‘streaker.’ Taking its cue from the power of everyday rebellion, the 'reverse streaker' is fully clothed and begins a manhunt that flips the concept totally upside down.
Fiat - Operation No Grey
RuPaul’s Werq the World Tour and Voss Entertainment - Independence Day
Created with advertising agency Uncommon, RuPaul - the Queen of Drag - and Voss Entertainment, the spot utilised one of advertising's most iconic landmarks, Times Square, to defend drag as a first amendment right. The OOH campaign used a clever billboard that reminded legislators that the "founding daddies" wore wigs, heels and tights while signing the Declaration of Independence - as well as prompting people to support local LGBTQ+ charities as their communities' rights are being threatened.
ITV - The Pride Has Arrived
After the success at the 2022 Euros competition for the England Women's national football team, the country is once again preparing to bring the energy and support for the upcoming World Cup. To raise the hype for the event, one of the broadcasters for the games, ITV, has released some actual (CGI) lionesses into the nation's homes. With VFX from Framestore, the spot kicks off the excitement for the tournament and embodies the 'pride' that fans across the country will feel later this month.
Sidral Mundet (Coca-Cola) - ESTAMOS
Sidral Mundet, a Coca-Cola brand, partnered with creative agency, Only If, and Landia Mexico director, Alexis Gómez, to show the discrimination and obstacles that exist thanks to stereotypes and prejudicial behaviour. The intimate film captures the experiences of different Mexicans who have suffered as a result of this discrimination and tells their stories of unrelenting perseverance through a series of artistic snapshots, threaded rhythmically across the film.
Vogue - Sarah Jessica Parker's Ultimate Tribute
For the 25th anniversary of 'Sex and the City', and the upcoming release of season two of 'And Just Like That', Vogue has teamed up with long-time collaborator Sarah Jessica Parker to pen a love letter to NYC in a digital summer spread and video. Filled with the music, fashion and characters you'd expect to see in the cult-classic TV show, the video is a nostalgic tribute to couture, Carrie Bradshaw and the many 'yous' that could exist in New York City, directed by Bardia Zeinali.
Shelter - Renters Reform
Have you ever needed a guarantor to buy a coffee? Or a proof of employment to enter a park? No. That would be ridiculous. And that's exactly the insight that this campaign from Shelter explores - with great comedic effect. The three videos from the housing charity and Partizan's Jones uses humour to expose the absurdity of some of the barriers faced by renters - and you'll leave feeling as tickled as you are frustrated about renting restrictions.
Yorkshire Tea - Pack Yer Bags
There's nothing more British than complaining about the lack of a good cuppa when you're on holiday. Solution? Pack some tea in your suitcase! Yorkshire Tea has teamed up with Lucky Generals to create a real floor-filling sound of the summer - a banging dancefloor track that reminds people to bring some teabags with them, so you're never far from a proper brew. Composed and produced by Ninja Tunes, the song has an accompanying music video - produced by Blink and directed by Fred Rowson - that hilariously takes all the 'first holiday' cliches and twists them to be all about Yorkshire tea.
