Gwyneth Paltrow biting into a candle, Arnold Schwarzenegger as Zeus, mind-reading AI and more in this week’s Super Bowl-filled work of the week, writes LBB’s Zoe Antonov
In the midst of the heat of preparations for the Super Bowl, it’s not surprising to see some impressive creative work to do with the Big Game. Just two days away now, brands and agencies are flexing their creative muscles before the big event and they aren’t disappointing – from Arnold Schwarzenegger and Salma Hayek as Zeus and Hera for BMW, to football star Jerod Mayo tackling food-wasters for Hellmann’s, this year’s spots are star-studded and ready to blow you away.
One that shines particularly bright is Amazon’s Super Bowl ad, asking the age-old question “Wouldn’t it be amazing if Alexa could read your mind?” Scarlett Johansson and Colin Jost surely think so, as we see them enjoy the benefits of Alexa tuning in to their thoughts in the quirky and, to some extent, bold spot from Amazon.
Of course, there is some great stuff coming from outside the football world. Case and point: names like Jennifer Coolidge, Gwyneth Paltrow, Trevor Noah and Nicholas Braun got together to bite into some household objects for Uber Eats’ campaign, to show us that sometimes you shouldn’t “Uber Eats” everything you order.
On the flip side, we have some amazing work from India around Durga Puja – one of the largest festivals celebrating the homecoming of the Goddess Durga - including a daughter speaking on the pressing issue of sex trafficking and the social stigma around trafficking victims.
This and many more exciting projects, spanning from quirky to memorable to impactful, are to be found in this week’s best.
Jennifer Coolidge and Gwyneth Paltrow Question the Concept of Food in Uber Eats Super Bowl Spot