Work of the Week: 16/05/25
SBS - The Ad That Can Only Be Seen On SBS
Chosen by Tess Connery-Britten, news and features editor AUNZ
I first watched the ‘We Go There’ spot with about 100 other pressing things to do, but simply had no choice but to stare at the wall for a few seconds, digest what I’d just seen, and then hit play again.
SBS is a cultural giant in the Australian media landscape, and once you get past the full-frontal nudity, this is an ad that reflects all of the things that audiences love about the broadcaster. From NITV to shows like ‘Alone Australia’, and leaning into the time-honoured “sex before soccer” joke, it’s a beautifully shot campaign that has a lot of Easter eggs.
And of course, it also has a lot of penis shots.
Tara Ford, who led the local campaign as CCO before she left for the UK, where she is now CCO at Droga5 London, told LBB she will “always preface with a nudity warning, but what has been interesting… even with that, people are still surprised by the amount in ‘We Go There’. Have to say, ‘I told you!’”
It’s probably not an ad many boardrooms would have greenlit, and it’s probably not an ad that a lot of creative agencies would pitch. The fact both were ballsy (pun-intended) enough feels like a feat worth celebrating.
The (PG-rated) teaser spots that accompany the main film also give a beautiful insight into what audiences come to SBS for, and the accompanying outdoor is simple and direct.
Does this spot prove we all still have the humour we had at 12 years old (I’d love to see the traffic stats to SBS’ site today, the only place you can watch the uncensored 60”)? Yes. Does it do something only SBS could do, which drives home the entire point? Also yes. Killer insight, executed bravely.
IKEA - Oxford Circus Takeover
Chosen by Chosen by Ben Conway, Americas reporter
IKEA has just opened a flagship store on Oxford Street, London – one of the capital’s (and the world’s) busiest shopping hubs. Being a largely public transport-reliant city, you might question how Londoners would get their new purchases from store to home – and that’s where IKEA’s iconic blue FRAKTA bags come into play.
To bring attention to the new store, and present the big blue solution to shoppers asking that very question, Ad agency Mother created a hyper local OOH campaign that plastered the walls of the closest tube station with photographs of people using their FRAKTA bags. Legendary street photographer Peter Funch is behind the images, and it’ll make commuters and shoppers alike think: ‘Maybe I could pop into IKEA without renting a van or piling flat-pack furniture into a black cab’ – much to the cabbies’ relief.
Tesco – Style It Out
Chosen by Zhenya Tsenzharyk, UK editor
Mass market clothing brands adopting a high fashion aesthetic is nothing new, but doing it with style AND humour is. Tesco’s F+F latest ‘Style It Out’ campaign from BBH London and Arts & Sciences' director Alex Prager shows that whatever mishap we encounter, it’s possible to style it – as long as you’re wearing a great outfit. I tend to agree with that. Three campaign films are accompanied by OOH inspiring a summer mood. I was pretty impressed by the film where a woman uses her formidable arm strength to climb over a wall that was standing in her way.
My favourite of the three features a woman reclining on a sun lounger in a leopard print bikini and cover up, persevering to enjoy her holiday, while eating an ice cream, as rain pours. I was drawn in by the colour grading at first – it’s grey and green, at odds with what I thought was a cheerful summer mood spot, but the spot’s essence is revealed soon enough. It’s a wry take on unpredictable British summers and a little sexy too, though I’d still rather enjoy my ice-cream under a definitely dry sky.
Eintracht Spandau - ‘Kickers’ Anime Intro
Chosen by Aysun Bora, Germany reporter
With this ‘Kickers’ Anime intro remake, Jung von Matt NERD (JvM NERD) throws it back for e-sport and indoor football team Eintrach Spandau. Through AI technology, passion for the craft and a lot of collaboration, agencies JvM NERD, INSTINCT3 und Taktlos GbR created a nostalgic spot for their fans. The spot is a perfect cozy blanket for Einfach Spandau football fans who miss the ‘90s. There are also a lot of lovely cameos in the film, like the team’s star players, drag queen Aria Addams and the JvM NERD founder Toan Nguyen. When I watch the spot, I can’t help but miss my childhood and watching anime with my sister. This campaign is one to watch and a project with a lot of heart.
Rubicon - Big Flavour Behaviour
Chosen by Paul Monan, head of creative excellence
They say there is no scientific hangover cure. But they are wrong. There is a magical elixir, one that is guaranteed to pull you from despair. It's exotic and delicious and – to me at least – its fizzy, fruitiness has healing properties that has saved me on many Sunday mornings (well, afternoons). That, my friends, is Rubicon.
In some ways, the four films in this campaign from Lucky Generals – which is part of the brand's new 'Big Flavour Behaviour' platform – could fool you into thinking you're a little tipsy. They're flamboyant, funny and downright bizarre. Spinning nipple tassels, unnervingly long nails, a roller skating cowboy - they're all here and they're packing that big, bold punch that Rubicon promises.
The wider campaign features plenty of OOH across the UK as well as an integrated social campaign. But, for me, the films are the stars of this show - hitting in the same way that first sip hits on a hazy, hungover morning.
YES Foundation - Good People
Chosen by Zoe Antonov, EMEA reporter, UK production
DUDE's latest work for YES Foundation does the impossible -- tackles imposter syndrome in an actually refreshing and down-to-earth way, and with a generous dose of humour. ‘Good People’ flips the script on traditional notions of goodness, juxtaposing them with flawed, relatable characters who prove you don’t need to be a moral saint to make a real difference on the things that matter. Dodging bus etiquette or overwatering a goldfish, all of these small misdemeanours are game in the film. Instead of nitpicking them, they become the backdrop for a much larger message: everyday people can still drive meaningful change.
Directed by Mateusz Miszczyński and produced by Papaya Films, the spot embraces an unpolished aesthetic , while being shot on analogue film -- it leans into life’s messiness with charm and sincerity both in its script and look.
This all echoes YES Foundation’s mission -- to support and empower women across Poland. Real-life contributors add heart and authenticity, grounding the campaign in lived experience, and expanding the definition of 'good', reminding us that imperfection is not a disqualifier, but a shared trait.
Aperol - L'Unico. Per tutti.
Chosen by Abi Lightfoot, Americas reporter
Spritz season is upon us, yay! The sun’s been out in the UK, and the statement ‘I fancy an Aperol’ was heard frequently around LBB’s office, so this spot really came at the perfect time.
Marking the first global campaign from DDB Paris for the Aperol (Campari Group) brand, the spot, directed by Jara Moravec through HENRY transports audiences to the heart of a bustling Italian piazza and into the heart of the Aperitivo moment. The campaign really captures the spritz’s spirit, highlighting not only the people who come together to drink and enjoy it, but the multitude of bartenders and wait staff diligently concocting the drink too.
Andrex - First School Poo
Chosen by Alex Reeves, managing editor, EMEA
This is good fun. Knowing the mastery of Andreas Nilsson and the ambitious creative thinking going on at FCB London, we knew it would be. The second significant campaign phase for the British toilet roll brand built on this new platform was always going to be something worth checking out. And when we checked it, we liked it. It’s shocking to read that 75% of UK school kids don’t feel comfortable doing a poo at school and are risking their health as a result. So Andrex is stepping up to help counter that social ill. And honestly, the tone of these ads is a vibe that I really hope catches on. All the cool kids will be proudly walking their personal bog roll down the aisle soon.
Apple - Pointed / Dropped In / Mirrored
Chosen by Olivia Atkins, EMEA news editor
Apple’s new MacBook Air campaign, directed by Olivia Wilde and shot by Erik Messerschmidt, is a masterclass in clever restraint. Funny without forcing it, stylish without showboating, and packed with just enough story to keep you hooked, each film builds gradually — borrowing from classic film genres while staying firmly rooted in today’s campus culture. Whether it's a student conquering a mountain of notes or a library standoff defused, these spots show off the Mac’s cinematic mode just as much as its actual features. Apple has long understood the power of sharp, cinematic storytelling, and this campaign is no different. What’s impressive here is how quickly and subtly it makes its point: this isn’t tech for tech’s sake — it’s tech that just works, woven seamlessly into everyday moments. High production value, great performances, and a script that respects your time? Classic Apple.
British Gas - Taking Care of Things
Chosen by Zara Naseer, EMEA reporter
I love a good brand mascot, especially ones that make me feel all warm and fuzzy inside. So, I very much enjoyed getting to know The Things, the new blue crew from British Gas.
The fluffy animated family are introduced in an integrated campaign from T&Pm, centred around a cosy 60” film directed by Si & Ad at Academy Films. Moving into a new home, they bumble about setting up the kettle for that all important first cuppa, the TV, and the heating, all taken care of by the energy and home services provider. It’s rounded off with the reassuring tagline, ‘You make it a home, we keep it warm and working.’
Electric Theatre Collective has done an excellent job of animating the lovable brand characters. Their fur looks impossibly soft and I could do a hug from them after a long day.
We do need to be mindful of the context in which this campaign is launching, though. With the price of energy driving the cost of living in the UK, countless British families are feeling far from warm and fuzzy when they can’t afford to heat their homes. I’ll be curious to see how the public reacts – will these cute, light-hearted characters be interpreted as a tone-deaf response to the seriousness of their anxieties? Or will the proven power of brand mascots once again work its magic? Contrast this with OVO’s response below…
OVO - Do Energy Differently
Chosen by Alex Reeves, managing editor, EMEA
I’ve never heard the phrase ‘energy anxiety’ before. But it is instantly clear what that means. And it’s instantly gutting to find out that it’s such a widespread problem in the UK that Saatchi & Saatchi has built its campaign for the British energy company around answering that problem. Anthropomorphising electrical appliances, the film really makes you feel that dread of overspending on energy which is sadly too familiar to people today. But there’s a lightness to it as well that gives it a real elegance. Strong stuff.
Nike x THE FACE - The Heart Sutra
Chosen by Addison Capper, managing editor, Americas
As someone who, in my younger and more nocturnal days, spent many an hour on the dancefloors of Berlin nightclubs, Anna Van Der Velde’s film for Nike x THE FACE caught my attention this week. The Stink Berlin director and Chinese DJ Cora sidestep tired Berlin club clichés in favour of something more psychological and transcendent. The result is a heady blend of live action, VFX and 3D scanning - a visual echo of the disassociation and elevation often found on the city’s most iconic dancefloors.
Proton - Conform
Chosen by Jordan Won Neufeldt, Canada reporter
If you want to make an ad that positions you as a competitor to the tech giants in the field, this is a prime example of what doing it right looks like. The truth is, in this day and age, people have every right to be afraid of their data being either misused or taken without their explicit consent. And, given that this is an actual problem, calling it out in a satirical, ‘90s-inspired toy ad – all while promoting your own end-to-end encrypted cloud storage – is certainly a viable way to generate lasting impressions.
Really, this work, created in partnership with Small W•rld and Blinkink director Zach Tavel, is brilliantly on the nose. Even while Nimbo’s goofy yet ominous behaviour, the kids’ reaction to the script going awry, and the mid-ad production cut make you laugh, that underlying kernel of truth is hard to ignore, no matter what generation you’re from. Talk about a strong creative debut for the brand!
Apple - Shot on iPhone
Chosen by Abi Lightfoot, Americas reporter
Apple unveiled its latest ‘Shot on iPhone’ film this week. Created by TBWA\Media Arts Lab, Tokyo, the film, which is almost 28 minutes long, spotlights the capabilities of the iPhone 16 Pro camera. These films are always incredibly impressive, (although they do make me question my lack of talent using my own phone), and this one is no exception to the rule.
Directed by AOI Pro.’s Hirokazu Kore-eda, ‘Last Scene’ sees the director venture into the topic of time travel for the first time. Delivering a bittersweet love story that questions what will remain and what will disappear in the future, the film, whilst grappling with the unlikely topic of time travel, is also grounded in truth through its thoughtful capturing of human emotion and experiences.
