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Work of the Week: 12/08/22



There's a good selection of summer joy among the dishes in this week's buffet of advertising, writes LBB's Alex Reeves

Work of the Week: 12/08/22

Summer in the northern hemisphere means that advertising is fun right now. Because we only need to look at the news, weather or our bank accounts to be instilled with a reasonable sense of dread. So let’s not have more of that from companies trying to sell us stuff.

Fun is exactly what the latest campaign from Team One for broadband provider Sparklight serves up. We’re enchanted by the tale of how one boy and his chameleon friend put his powerful internet connection to good use and become online filmmaking sensations.

Optical retailer Specsavers rarely fails to provoke smiles with its marketing and its latest take on the famous “Should've gone to Specsavers” line brings a twist that delights.

Meanwhile, sports stars including Fernando Tatis Jr, Sydney McLaughlin, Paige Bueckers, Trevor Lawrence and Karl Anthony Towns come out in force for Gatorade to inspire the next generation to have fun while playing sports, which is ultimately what it’s for, right?

There’s lots of fun besides that on offer this week, including campaigns that touch on much more serious notes too. Check it out.

Sparklight - Keep Up

This campaign from Team One showcases Sparklight's ability to enable boundless opportunities. The 60-second spot, 'Keep Up' is about a young boy using high speed connection to create and publish a film, which goes viral, rockets him to success and generates even further demand for a strong connection. Whether a large business, budding influencer or just someone trying to work from home at a kitchen table with four other people competing for bandwidth, the need for a strong connection is one we can all relate to. And we can also all relate to wanting to make silly films with reptiles to show the world.

Leo Burnett Ukraine - What If

Devastatingly, the world is losing interest in the war in Ukraine as Russia's invasion grinds on into its sixth month. But the people there still need global support. This campaign by Leo Burnett Ukraine asks the world community one simple question: WHAT IF world famous icons that symbolise peace, freedom and harmony declare that they are tired of defending true human values? What if the Statue of Liberty in New York gets tired of standing up for freedom? What if Jesus Christ gets tired of protecting humanity? What if Buddha gets tired of bringing harmony in this world? A simple work of photomanipulation drives home a message that our solidarity needs to endure for as least as long as Russia's aggression does.

Gatorade - All For Fun

The vibes are strong with this one. In this ad, Gatorade is celebrating the fun of sport, reminding us to all play for the love of the game. The creative from TBWA\Chiat\Day LA was developed based on the National Alliance for Youth Sports reporting that a majority of kids are quitting sports by age 13 because it’s not fun anymore. To counter this, some of the brand’s youngest roster athletes being brought back to when they were kids to depict one of the best parts of playing sports – the comradery of the game and falling in love with sport. Its positivity is infectious.

Currys - Cash For Trash

UK tech retailer, Currys came out with an original outdoor campaign with a special build full of old and broken tech this week. Created by AMV BBDO and Spark Foundry,  the innovative billboard launches the retailer’s 'Cash for Trash' initiative. Interactive special-build billboards appeared in London, Leeds and Manchester full of old and broken tech which passers-by can grab on the way past. Currys is giving people a minimum of £5 for any old, broken or unused technology they bring into store. Which is great for anyone who's got a drawer full of useless electronics like I do.

Moen - The Midas Touch

The fantastical craft on this campaign for a kitchen tap transports us to a contemporary reworking of an ancient Greek myth. It's done beautifully and demonstrates the product clearly. It will sell some taps, despite the fact that nobody actually suffers from Midas' affliction in real life. A bonus: this spot reminds me of the best Skittles ad.

M&S Food - Eat Well Play Well

Ian Wright isn't just a football legend. He also seems like an all-round good guy to me. And that's honestly the main reason this campaign for UK retailer M&S Food does the business. It's perfectly pitched, written to Ian's strengths and brilliantly delivered, surrounded by top-class craft. It's also convinced me to eat a few less pies.

Specsavers - I Don't Go...

Optical retailer Specsavers has a tagline that's deeply ingrained in the culture. Which is precisely what makes the twist in this latest campaign such a delight. "Should've gone to Specsavers?" Well, these people haven't gone anywhere and they seem quite happy, thank you. It's a laugh.

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LBB Editorial, Fri, 12 Aug 2022 11:00:00 GMT