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Work of the Week in association withThe Immortal Awards
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Work of the Week: 17/02/23

17/02/2023
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London, UK
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The actual Super Bowl was less than a week ago, so here are the last of the ads to make our round up, plus other gems on the subject of Valentine’s loving, writes LBB’s Alex Reeves

This week kicked off for LBB with the post-Super Bowl stock take to make sure we’ve found all the ad campaigns and collated them into our definitive list (which you can see here, with fully linked credits), so a couple of our choices for Work of the Week were bound to be Big Game-related. But this week also marked the most romantic day of the year, and that’s an opportunity brands and their creative partners have been making the most of in some clever, and refreshingly cliché-free, ways.

Check out our favourite creative projects from the last seven days.

World Vasectomy Day - Cards to Nards


            
This campaign by Tombras took the opportunity of the first Valentine’s Day since the overturn of Roe v. Wade in the US to change the perspective on pregnancy, shifting the conversation around unwanted pregnancies away from only being about female bodies. As the humourous campaign points out, 100% of unwanted pregnancies are caused by testicles. So why isn’t vasectomy more often part of the conversation? Fronted by creator and  comedian Ilana Glazer, the ‘Cards to Nards’ allows you to send greeting cards directly to testicles, spreading knowledge about how vasectomies are an easy and effective form of contraception.


Uncommon - SEX BRAND



UK agency Uncommon took the opportunity of Valentine’s Day to try and remedy a few different issues. Firstly, that ‘sex is dying’. The pace of modern life, dating apps, social media, exposure to porn and societal pressures have reduced the amount of sex we are having. So the agency has launched SEX BRAND – a sustainable condom company on a mission to save sex with openness, confidence and education that teaches great sex as well as safe sex. Their condoms are thinner, made with a more skin-like regenerative rubber, and are packaged in fully recyclable foil. And for every million condoms sold, the brand will donate a million more to address the 27% supply shortfall in Uganda in partnership with NGO’s SafeHands and Reproductive Health Uganda. 


SMARTY - Less Malarkey, More SMARTY




A fun comedy campaign for new SIM-only UK mobile network SMARTY cuts through some of the unnecessary complexity of modern life with a pair of films voiced by the no-nonsense Karl Pilkington. The first showcases a farmer who only accepts payment in crypto currency for his potatoes and onions, and the second a customer who is struggling to buy plain white paint in a store with a sea of white paint options. Funny scripts from MSQ are deftly executed by Blink’s Big Red Button to guarantee a knowing chuckle.


Telstra - Secured by Telstra



This ad serves up a clear visual metaphor for the scale of Australian telecommunications brand Telstra’s security credentials and its ‘Cleaner Pipes’ initiative which sees it block millions of phone, email and SMS scams every day. A serious looking security detail surrounds a perfectly normal family road trip. It’s a slick bit of advertising and it drives the point home effortlessly.


Tubi - Rabbit Hole / Gardener / Interruption





Tubi, Fox Corporation's ad-supported video-on-demand service, made its Super Bowl debut with three spots from agency Mischief that were all refreshing in their own way. Two saw giant rabbits throwing people down a metaphorical entertainment rabbit hole – an unexpected taste of horror among all the comedy celebrity spots. The third film cleverly hijacked viewers’ screens during the game to make them think they’d sat on the remote, making sure the streaming brand stood out from the commercial onslaught of the Super Bowl. 


NFL - Run with It


       
The NFL’s own Super Bowl spot took the opportunity to pay tribute to the women driving flag football forward. Airing right after the halftime show, the campaign, created by 72andSunny, tricked the audience into thinking the spot was filmed live, with Fox Sports anchor Erin Andrews interviewing Diana Flores, the quarterback for Mexico’s national flag football team. The film then escalates into an epic chase with Diana being pursued by stars including: YouTuber MrBeast, Diana’s own mother and NFL players past and present, such as Sauce Gardner, Jalen Ramsey, Aidan Hutchinson, Cam Hayward, Davante Adams and Jim Kelly.


AXE - Oops I Forgot This at Your Place



A more light-hearted approach to Valentine’s Day came from AXE via Spanish agency LOLA MullenLowe – a real range of pre-scented clothing designed to be left behind on purpose. Leaving a stray garment at a crush's place is a well-established tactic to ensure you’ll see someone again, but with AXE's latest campaign, the brand is giving people the chance to leave a lasting impression with beanies, t-shirts, shirts, left-foot socks, and bandanas, each with a unique scent, meant to create an opportunity for a second date.
            

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