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Work of the Week: 09/06/23


This week’s wacky, wonderful and wild work features selections from Axe, Burger King, eBay and more, writes LBB’s Josh Neufeldt

Work of the Week: 09/06/23

From New Zealand to the US to the UK, it’s been a stellar week of advertising, and this list is proof! You’ll probably be fascinated by the chance to watch top perfume and lifestyle influencers talk smack about Axe, only to then praise the brand while doing a blind smell test moments later. And if that’s not quite your style, maybe you’ll enjoy watching Glenlivet expose the weaknesses of AI-based script writing ahead of Father’s Day. 

This set also includes a darkly comedic yet serious exposure of ageism in the industry, a reminder that beer ads and male friendships don’t have to be all about machismo and stereotypical ‘manliness’, and the introduction of a meal for the munchies, curated by the one and only Snoop Dogg. Whatever the case may be, there’s something here for you to enjoy. We’ve got you covered!

Check out the full list below:

Axe - Flipping the Haters

Can you think back to the days of high school locker rooms filled with boys who thought they were cool and attractive if they sprayed half a bottle of Axe on themselves? If that gag-inducing sentence leaves you with a feeling of ick, you’re not alone. But, that could be about to change! As demonstrated by several leading perfume and lifestyle influencers via a reality TV experience shot by Fresh Films' Luiza de Moraes, despite the social perception of Axe being - to put it mildly - not the best, when presented with a blind sniff text, the brand’s new fragrances evoke a notably more positive reaction.

Speight’s - The Speech

Public speaking isn’t for everyone. After all, there’s a lot of pressure that comes with being up in front of a group of people, and when you know you’ve got to talk to them (and that they’ll be listening to whatever you say), it can be nerve-wracking, to say the least. But, as demonstrated by New Zealand beer brand Speight in ‘The Speech’, this is where having strong support and encouragement comes in. In this 90-second spot by director Steve Ayson and DDB Aotearoa, we witness an awkward young man encouraged to finish talking when his friend puts his dignity on the line with a rendition of Donna Lewis’ ‘I Love You Always Forever’. Talk about a refreshing break from the category’s normally overly masculine marketing! 

FAAAC - The Last March Of An Ad Creative

How do you get a person to leave the ad industry? Perhaps some combination of forcing them to put clips on their nipples, whacking them repeatedly with a heavy gold award, and sealing them in a box and shipping them off to Florida will do the trick. Or, you could just wait until they're no longer young. In fact, according to the Federation Against Ageism towards Advertising Creatives (FAAAC), only 5% of ad agency employees are over the age of 50. Explored in a two-minute and 30-second dark comedy by director Kiran Koshy, a man in great pain (some self-inflicted, some not) reveals the harsh truth of what it means to have a career in advertising today.

Glenlivet - Father’s Day

Ahead of Father’s Day, Glenlivet wanted to put together a campaign celebrating the bonds between fathers and children… by demonstrating that the way AI-written scripts depict fathers couldn’t be less accurate. Often characterised as stoic, distant worker drones who don’t have time for relationships with children (and who only chat with their sons), CPB London and OB Management worked with the brand to redefine this image. Specifically using actors who didn’t know what the scripts would say, it served as an interesting opportunity for fathers and children alike to interject with informed commentary on what a father can be (and make fun of the AI before it gets the ability to destroy us collectively). 

Burger King - We Give Up

When you think of Burger King, is the ‘Whopper’ the first thing that comes to mind? After all, the brand has spent millions of dollars advertising it since the ‘60s. Or, perhaps it’s the ‘Chicken Royale’, a sandwich that the brand has not attempted to advertise, but somehow, is so popular that in the UK, the brand was driven to introduce its first-ever ‘Chicken Royale Day’, in which fans were able to celebrate their love of the sandwich for the price of £1. Embracing this inexplicable popularity, a supporting spot by BBH London and Riff Raff Films director The Sacred Egg took a stroll through time, demonstrating that in spite of the Whopper-intensive marketing approach, sometimes, a chicken fillet is just better than beef. 

eBay - Packed full of pre-loved

As the sponsor of one of the UK’s most popular shows, ‘Love Island’, eBay embraced the knowledge that many people consume TV while watching TikTok at the same time to showcase its selection styles for all summer occasions. Supported by the ex-Islanders styled in ‘pre-loved’ looks, the campaign, created in partnership with agency DEPT®, is fun, fresh and forward, featuring a vast range of fashionable yet pocket-friendly garments backed by a groovy soundtrack. 

Jack in the Box - Snoop’s Munchie Meal

When the munchies hit, people will do just about anything to get some delicious grub. Whether it’s walking through a drive-through or staggering around a convenience store, if the need for delicious hits, you’ve got to get delicious. Keenly aware of this, American fast-food restaurant Jack in the Box wanted to highlight that its recently revamped late-night summer menu is the perfect candidate for this high-stakes job. And to spread the word, the brand brought in one hell of a qualified expert - Snoop Dogg. Created in partnership with TBWA\Chiat\Day LA, the 30-second spot shows brand mascot Jack lead Snoop to the company’s headquarters, before introducing him to his new intern, as well as ‘Snoop’s Munchie Meal’ (all set to rapper’s ‘Who Am I (What’s my name)?, of course’). 

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LBB Editorial, Fri, 09 Jun 2023 16:00:00 GMT