Work of the Week: 10/01/25
ParticipACTION - Make room to move
Chosen by Ben Conway, Americas reporter
I feel seen. Perceived. Read to filth, if you will. One of my new year's resolutions for 2025—besides not using slang that's clearly not in my everyday vernacular—is to drastically cut the amount of time I sink aimlessly scrolling my phone. Zulu Apha Kilo and ParticipACTION's campaign is a triumphant but sadly relatable reminder of this uphill battle, quite literally in this case.
A line of people treks across the countryside, hauling electronics and other distractions in a Sisyphean effort to remove their barriers to an active lifestyle. Upon reaching their destination, the crowd launches their cargo into a giant pit, encouraging you to 'make the most of the holes in your day'.
Wagner’s ‘Lohengrin’ provides the perfect dramatic crescendo, gloriously erupting into fanfare as games consoles and TVs sail into the abyss. That's the relief I crave. An end to my procrastination nightmare. I had to refrain from launching my own phone out the window in vicarious bliss.
Wealthsimple - Sluggish
Read more.Chosen by Tará McKerr, Europe Reporter
I’m a total sucker for this little slug. In Wealthsimple’s latest campaign, “Sluggish,” an animated slug is determined to achieve it’s goals while facing obstacles and, of course, slow progress. Directed by Martin de Thurah, the slug serves as a metaphor for life’s financial and personal challenges.
With wit, the slug reflects on overcoming difficulties like sidewalk cracks and rain—setbacks that are no less, just part of the journey. It’s a story of persistence and perspective. Premiering during the Golden Globe Awards, the campaign also includes spots for the Super Bowl.
Australian Lamb - The Comments Section
Read more.Chosen by Brittney Rigbey, managing editor, AUNZ
A new Australian Lamb campaign by Droga5 ANZ, uses satire to demonstrate the hefty divide in online commentary. Using real comments sourced from media platforms, the ad humorously contrasts the negativity of the online world with the unifying power of a lamb BBQ. Directed by Max Barden, it aims to bring Australians together through shared meals—a joy that transcends online disputes. The campaign features both a film and OOH campaign, with reactions driving further engagement.
Calm - This Is Not a Drill
Read more.Chosen by Zhenya Tsenzharyk, UK editor
‘This is not a drill/So go see how your boy feels’, is a great, clever line; an imperative that’s as memorable as it is instructional.
The track was produced by Carns Hill, one of the leading figures in UK drill music, with performances by Kadeem Ramsay (Top Boy) and Jordan Stephens (Rizzle Kicks). Jordan has been publicly frank and outspoken about his personal experiences and struggles with mental health over the years, lending the campaign another layer of authenticity.
Alongside raising awareness, the campaign is necessarily aimed at showing people that they should reach out if they see a friend struggling and I think that’s a reminder we can all use.
Roddonjai - John Wick
Read more.Chosen by Sunna Coleman, Asia reporter
If you've ever tried to promote something you're selling on your personal social media channels, you know how complicated it can be. From countless product questions regarding every detail to navigating barterers and most annoyingly, being shadow banned for being too salesy.
To explore how this feels when selling a used car, Thailand's Roddonjai (a used car platform) partnered with VML Group Thailand to create a comedic spot featuring a John Wick-inspired character. The cinematic ad sees him battle through the frustrating experience of selling his car on social media, eliminating unqualified buyers with a sharpened pencil. That's right, a pencil. Fans of John Wick will appreciate the reference to the film but for those who are unaware, word has it that John once killed three men in a bar with this innocent piece of stationery.
The scene gets more and more chaotic, and when an actor representing Mark Zuckerberg shows up to physically block the car from an interested buyer's view with the palms of his hands, Roddonjai steps in, taking away the noise, lifting the visibility ban, and offering a far easier way to sell.
Yorkshire Tea - Investigation Done Proper
Read more.Chosen by Zoe Antonov, Europe Reporter
Yorkshire Tea has unveiled its latest ad featuring acclaimed actress Sarah Lancashire CBE as the head of security at the brand’s HQ. In this next quirky addition to the ‘Where Everything’s Done Proper’ wider campaign, Yorkshire Tea doubled down on its commitment to quality and top talent. In the film, Sarah is seen investigating an inexcusable office crime—biscuit theft. With a no-nonsense flair, she interrogates suspects and solves the mystery through CCTV footage and a discarded wrapper, only to find out a missing stapler will keep her on her toes.
In advertising, what works works, and sometimes there’s no need to reinvent the wheel. This campaign builds on Yorkshire Tea’s well-loved, playful tradition and star-studded approach, having previously enlisted stars like Sir Patrick Stewart, Sean Bean, and the Kaiser Chiefs to reflect their ‘properness’ ethos. The campaign has been running since 2017 (eight years ago, I know) and has bolstered Yorkshire Tea’s reputation and market position, making it the UK’s number one tea! Eight-years-long is also their collaboration with agency Lucky Generals, who have earned accolades like a Grand Effie and a Gold IPA award. We love to see it!
Revolut - Money Possibilities
Read more.Chosen by Zara Naseer, members reporter, EMEA
Revolut’s new ad is a woman’s dream: deep pockets. Direction from ProdCo’s legendary Ian Pons Jewell, creative from Anomaly, and post from TimeBased Arts come together to bring the fantasy to life, as a woman delves into her cardigan for her Revolut card only to tumble down into an expansive universe nestled within. Muffled sound design and a mellow piano score immerse you into this minute of cosy surrealism while she pads across rolling knitted hills that house the manifold opportunities available to the brand’s customers.
Featuring integrated work across film, OOH, DOOH, social and audio, the global campaign enhances the Revolut brand with a more premium aesthetic and emotional storytelling, centred around a message of financial optimism.
British Gas - Channel 4 Sponsorship Idents
Read more.Chosen by Alex Reeves, managing editor, EMEA
I don’t think the art of the ident gets enough love in our trade press, so consider this paragraph a baby step in the direction of putting that right. It means a lot to me to include these 24 bumpers by T&Pm for British Gas, for multiple reasons. First, they’re solid gags. They build an assumption. They shatter it. And those assumptions absolutely skewer me, as a card-carrying member of the metropolitan liberal elite who has no idea how to speak to tradespeople. I’ve also watched a fair bit of home-improvement telly on Channel 4 lately, so I have had the privilege of experiencing this campaign in the wild—where it really hits the right notes, puncturing your bubble while you’re in the depths of interior design pretentiousness.
It works perfectly just between one of Kevin McCloud’s backhanded monologues about how maybe ‘taste’ is not as important as a happy homelife and a series of drone shots of a near-ruined old hamlet in Normandy that a pair of retired sports scientists recently picked up for the price of a three-year-old Nissan Qashqai. They hit just the right tone for me.
McDonald’s - Auston Matthews vs. Connor McDavid Trickshots
Read more.Chosen by Jordan Won Neufeldt, Canada reporter
What happens when you combine one of the biggest restaurant franchises in Canada with its most popular sport? As it turns out, absolute magic.
In this spot by Cossette, the famous golden-arched brand calls upon two equally notable names (at least, here up north)—the Edmonton Oilers’ Connor McDavid and Toronto Maple Leafs’ Auston Matthews—in a playful reimagining of its classic ‘90s ‘Showdown’ ads. Depicting the pair going head to head in a series of shooting challenges that grow exceedingly ridiculous, the work perfectly balances the duo's natural rivalry with a memorably humorous tone. Talk about a strong way to start off the year!
