Work of the Week: 14/03/25

HELL Pizza’s - ‘Worth Going to HELL For’

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Chosen by Tess Connery-Britten, news and features editor AUNZ

In a category usually filled with smiles and close-up shots of cheese, indie agency Yarn has plated up something entirely different for New Zealand’s HELL Pizza. The launch film for the ‘Worth Going to HELL For’ campaign sees a ventriloquist puppet talk his friend into a lab-made memorial diamond made from cremated ashes over an expensive engagement ring in a jewellers.

The centrepiece of the ad is that puppet, inspired by the likes of 'Chucky', 'Annabelle', and 'Saw'. The puppet is a physical prop, created with the help of renowned puppet maker Paul Lewis, and the latest example in the industry putting a spotlight on craft. In the last few weeks alone, we’ve seen the 7-foot animatronic Bundy Bear from Leo Burnett and 20,000 colourful dominos placed by hand for Telstra via +61.

The puppet’s a bit creepy, a bit left-of-centre, and willing to say what others won’t. He’s also just a very, very funny character, and one I can’t wait to see how the Yarn team develops in coming campaigns.

Peroni - 'The Welcome Present'

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Chosen by April Summers, North America features lead

Tapping into the deep-rooted connection between Italy, motorsport, and premium lifestyle, this culturally-attuned spot fits perfectly with both Ferrari's passion for racing and Peroni’s heritage of Italian craftsmanship. 'The Welcome Present' celebrates not only Italian style and passion but also introduces the concept of exclusivity and elegance, speaking to both Formula 1 fans and lovers of aesthetic lifestyle content.

Featuring F1 drivers Charles Leclerc and Lewis Hamilton, the campaign directly engages with global fans of the sport while showcasing the hospitality of Italian culture—traits sure to resonate with international audiences. The surprise delivery of Peroni Nastro Azzurro 0.0% is a cheeky little nod to both the racing community and those looking for sophisticated, alcohol-free alternatives.

Kahlúa - ‘Schneaky Espresso Martini Glass’

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Chosen by Alex Reeves, managing editor, EMEA

This weekend everyone will be drinking black pints. Twas ever thus in mid March. But until now, I wouldn’t have considered a ‘Schneaky’ espresso martini as an alternative to the larger, more malty black drinks that are popular on St Patick’s Day weekend. So the jokey little stunt that Wieden+Kennedy London has whipped up for Kahlúa is a bit of an epiphany. This product innovation allows you to disguise your caffeinated, sweetened cocktail as a drink from the brand that you will most likely be thinking about this weekend.

Launched in collaboration with Irish TikTok sensations Tadgh & Derry and 3bucksleft, the Schneaky espresso martini glass allows you to pretend that you’re drinking Irish, even while you’d actually rather put away a potent Mexican combination of rum, coffee and sugar. ‘Feliz St Patrick’s Day!’

Schneider Electric Circuit Breakers - ‘100 Years’

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​Chosen by Tará McKerr, Europe reporter

Please bear with me on this one. I know it’s an ad about an…. electric circuit breaker. But God is it good. Produced by Riff Raff and directed by dynamic duo Smith & Foulkes, the film tells the story of a young boy making his way through life. From train sets as a young’un to experimenting in a band in his adolescence, to cooking meals as an adult—all of his experiences are fueled by the energy that supports them. When things go dark, he enters the cupboard for the circuit break to flick it back on. Each time he does, the circuit breaker smiles—it even sheds a (happy) tear at the end when the family gives it a heart sticker. *SOB*

There’s something about the personification of inanimate objects that makes me feel squishy. And anyone who can make me feel that way about an electrical apparatus deserves a pay rise. The animation is flawless and it’s impressive how much story and character is squeezed into just a couple of minutes.

MR. PEANUT - ‘The Electric State’

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Chosen by Abi Lightfoot, Americas members reporter

In an interesting advertising and entertainment crossover, American icon MR. PEANUT (the logo and mascot of snack food company, Planter), will make his movie star debut in the upcoming Netflix film ‘Electric State’. Set in the aftermath of a robot uprising in an alternative ‘90s world, an orphaned teenager ventures across the American West in search of her younger brother. On her journey, she encounters a robot companion, played by none other than MR. PEANUT.

In the run up to the film’s release on March 14th, Planters and Netflix have created exclusive TV spots that shine a light on MR. PEANUTS’ origin story. In this 30 second spot, MR. PEANUT as audiences know and love it gives the decisive command to “build the bot”, sparking a frenzied assembly process to bring the robot version to life and programme it with a lifetime’s worth of brand personality and knowledge.

The spot is a clever bridge between the role of MR. PEANUT in the Electric State, and the years of brand legacy that consumers associate with him. A special mention must go to the music choice too.

CarrefourSA - ‘Ghost Town’

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Chosen by Olivia Atkins, EMEA editor

The ‘Ghost Town’ project by CarrefourSA, created in collaboration with TBWA\Istanbul, is a visually arresting and impactful campaign that highlights the silent devastation caused by abandoned fishing nets - known as ghost nets - that sink to the seabed, disrupting marine life and threatening coastal communities. By transforming Ocaklar Town into a haunting vision of what the future could hold if small-scale fishing disappears, the installation is a stark but necessary warning: that if fishing dies, so do the communities that depend on it.

Beyond its striking execution, the campaign is a rallying cry for sustainable marine practices, advocating for responsible fishing and the protection of underwater ecosystems.

CarrefourSA’s commitment to investing in solutions, from training local fishers to supporting women's employment through Turkey’s first integrated mussel facility, is inspirational. I think the project’s strength lies in its blend of emotional storytelling, community engagement, and urgent environmental messaging, making it a standout example of how brands can use creativity to drive meaningful change.

Magnum - ‘Birds’

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Chosen by Zoe Antonov, EMEA reporter

When I first saw an ad for the Magnum Double Salted Caramel in a tub, I remember going on a scavenger hunt across all the supermarkets near me, specifically for the crunch that top layer of chocolate provides. That’s advertising. Not to mention, I’m a self-proclaimed ASMR enthusiast, and a lover of a good slo-mo food moment in filmmaking. So when I saw this campaign, I knew it was the one for me.​

Overall, filming food, and making it look good on camera, is prone to repetitiveness – cinematic splashes, fruits hanging in the air like in Fruit Ninja, etc. On top of that, ice cream advertising seems to always have an air of eroticism that I sometimes find a tad uncomfortable. Magnum has cracked it (sorry) though – recognisable sound design that highlights the best part of their product, beautiful visuals and actually likable characters that manage to fit into the short films of this campaign.

Unilever - ‘Dirt Is Good’

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Chosen by Addison Capper, managing editor, Americas

Many of my most vivid childhood memories involve endlessly thwacking a football against a brick wall or playing endless games of ‘kerby’ under Kent’s balmy summer sun. But with technology increasingly pulling children indoors and onto screens, the days of getting happily dirty outside feel ever more distant. Which is why this Unilever Türkiye OOH campaign is well at home in this Work of the Week selection. By transforming urban billboards into makeshift playgrounds, it feels like a necessary nudge for a generation at risk of swapping scraped knees for screen fatigue. What's more, it's purposeful and playful at the same time.