Yes, it may be Super Bowl season, but US advertising is getting more than a run for its money with this week via supreme campaigns from Canada, India, and Sweden, writes LBB's Addison Capper
One element I love about Super Bowl season is the sheer onslaught of 30- and 60-second commercials. Super Bowl ads are inherently unique and a complete genre of their own, but in the integrated, fragmented landscape of advertising in 2023, it's enjoyable to just sit myself down and tuck into a bunch of TV commercials.
Naturally, this week's Work of the Week is Super Bowl heavy, but work from Canada, India and Sweden also features – although it's worth noting that the Canadian campaign was actually created for the country's own Super Bowl broadcast, which is a topic that our Canadian reporter Josh Neufeldt has been investigating this week.
Squarespace is a website that makes websites. Adam Driver has a pretty gnarly trip out to that fact in the brand's Super Bowl spot, which was created by its talented in-house team and SMUGGLER director Aoife McArdle. Some of our standout Super Bowl favourites of recent years have come from Squarespace, and 2023 appears to be no different.
A little known fact is that the Super Bowl is the single largest broadcasting event in Canada, much like its southern neighbours, with nearly half of all Canadians tuning in at some point for the game in 2022. Nescafe is getting involved in that action this year with a quite beautiful film from agency Courage and Spy Films' Omri Cohen that showcases the various ways that people around the world use empty jars of coffee.
Despite Sean 'Diddy' Combs’ claims, Uber’s Super Bowl is jam packed full of jingles – but to give him his due, they’re all certified bangers. That might be down to who he’s got involved to deliver them, namely Montell Jordan ('This Is How We Do It'), Kelis ('Milkshake'), Donna Lewis ('I Love You Always Forever'), Ylvis ('The Fox - What Does the Fox Say?') and Haddaway - whose 1993 hit 'What Is Love?' forms the basis of the final, and arguably catchiest, song in the film. Created by Special US, the spot promotes the brand’s Uber One membership and was directed by Biscuit’s Andreas Nilsson.
'Fursat' is the first ever film shot in India as part of Apple's iconic 'Shot on iPhone' campaign. Shot by famed director Vishal Bhardwaj, the film is an epic music love story that travels through past, present and future. It features original music, choreography and lyrics from Gulzar, one of India's most well-known poets.
Paris Hilton delivers a series of supremely perfect one liners in this Klarna campaign from Ukrainian director Tanu Muino. We already loved Tanu's music videos for the likes of Harry Styles and Lil Nas X, and are really into this dream-like, silly world she's created for Klarna.
A group of iconic rockers take aim at the corporate world for co-opting the phrase 'rock star' for tie-clad office dwellers who may have had a strong Q1 but have never eaten a live bat on stage. Created for financial software business Workday by Ogilvy New York and directed by O Positive's Jim Jenkins, the Super Bowl spot stars Ozzy Osbourne, Billy Idol, Jan Jett, and Gary Clark Jr.
Missy Elliot and Jack Harlow star in this Doritos Super Bowl ad, but its quality weighs on the unexpected cameo at the end. It sees Jack ditch his rap career for the mesmerising tunes of the triangle, which causes somewhat of a snowball effect triangle extravaganza across the globe. It was created by Goodby Silverstein & Partners and directed by Hungry Man's Wayne McClammy. Stick around to the end.
Not too much to say about this except that it has the potential to be the spot that causes the most frenzy during the big game this Sunday. It was created in-house by Frito Lay agency D3 and actually directed by Breaking Bad creator Vince Gilligan via production company Interrogate.
Al-Futtaim IKEA, which encompasses IKEA in Egypt, Oman, Qatar and the United Arab Emirates, is highlighting the fact that certain products' prices have stayed the same in recent years, despite rising inflation in the countries. INGO The Agency, which is part of Grey and from Hamburg and Stockholm, built the campaign on the fundamental principles of macroeconomics. If a company doesn't raise the prices of its products in line with inflation while similar types of products in the market are increasing, the campaign claims that products will effectively become more affordable to the consumers.