Work of the Week: 21/04/23
With food and drink at the forefront of ad campaigns this week, we’ve been Tango’d once again, seen pasta eaten out of a fanny pack for Velveeta, loved and hated food combinations with Marmite and been taken on a Ramadan journey with Heinz ABC. It’s certainly stirred up our appetite for creativity.
Elsewhere, environmental activism came into play with the Extinction Rebellion as they aimed to hold the UK government accountable, the Israel Women’s Network confronted ultra-orthodox extremists by creating ‘Hidden Portraits’ and Gift of Life Marrow Registry shone a light on bone marrow transplants.
Keep reading to see this week’s picks featuring all of those and more.
Tango - Bust
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With the aim of interacting with the gen z audience, soft drinks brand Tango is out to convey its ‘dangerously potent flavour’. In the 60-second spot directed by renowned comedic director, Ben Tonge – alongside agency VCCP London and its content creation studio Girl&Bear – a police raid on a giant Tango drinks stash plays up to the brand’s mischievous advertising heritage. Keeping to its British humour roots, as a cop is Tango’d by the flavour, the delicious haul appears to be more dangerous than we initially thought.
Velveeta - Live La Dolce Velveeta
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In 2021, as 'La Dolce Velveeta' became the tagline for Velveeta, America was reintroduced to the cheese brand. Now, from director Andreas Nilsson and agency Johannes Leonardo, a new campaign features three people unapologetically enjoying Velveeta when and however they please. Not only does this feature someone eating pasta out of a fanny pack, but also someone indulging in Velveeta from a boot-shaped mug while standing atop a mechanical bull, and even out of a uniquely shaped cheese holder for a car. It’s weird, it’s wonderful and very Velveeta.
Marmite - Baby Scan
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Expectant parents have one question, and one question alone: Will my child love or hate Marmite? Answering this all-important question, adam&eveDDB and director James Rouse created a very elaborate study to put parents’ minds at ease – or worry them endlessly. With varying results and reactions, including one mother being convinced that she can change her ‘Hate It’ baby’s mind, a lot is at stake when the opinion-dividing spread is first introduced to babies.
Extinction Rebellion - Choose Your Future
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Extinction Rebellion (XR) is a do-it-together movement which encourages people to fight against climate change. To shine a light on the protests it’s coordinating between April 21st - 24th, it worked with Coffee & TV and Odelay Films to create a harrowing interview that isn't quite as it first appears. As the audience is taken into a post-apocalyptic world, we realise that impending disaster may be closer than we realised.
Heinz ABC - #ABCDapurBersamaIbu (Kitchen with Mom)
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With Eid just around the corner, Heinz ABC and the Moms of Indonesia collaborated with Leo Burnett Indonesia to create #ABCDapurBersamaIbu (Kitchen with Mom). Bringing mum-cooked meals to Indonesians who crave a taste of home every Ramadan and may not be able to see their families, the campaign worked with the Food Bank of Indonesia, Alfamart, Tokopedia, Aqua, Grab and Aladin to make the initiative possible. Involving more than 800 members of the community through 133 community kitchens and 35 food stalls, 125,000 meals are being delivered.
giffgaff - Ode to Bad
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Doing good for people and the planet is pretty important, at least to mobile network giffgaff. In the latest ad directed by Blink's Nick Ball, the spot gives thanks to manspreaders, line crossers, line cutters, public shouters and empty promisers, reflecting on how every one of them has encouraged the mobile network to be better, prioritising both people and the planet with its initiatives. As part of the, ‘We’re Up to Good’ brand positioning, the campaign falls in line with giffgaff’s redefined strategy and vision of using connectivity for good.
Israel Women’s Network - Hidden Portraits
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As vandals deface portraits of women in Jerusalem, the Israel Women’s Network and JCDecaux Israel decided to confront the issue by creating a ‘Trojan Horse’ to throw naysayers off the scent. In the campaign, portraits of men are created in a mosaic style, featuring hundreds of images of women which are less likely to be defaced, but send a powerful message of equality, inclusion and will allow women to have their rightful presence in the public sphere – without being defaced.
Gift of Life Marrow Registry - Save Someone
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The Gift of Life Marrow Registry is on a mission to save the lives of people battling blood cancer. Together with DDB New York, the new campaign uses typography to connect blood stem cell/bone marrow donors and transplant recipients by shining a light on the marrow registry. With slim odds of finding a blood stem cell and bone marrow transplant match, the more people who join up, the more likely it is to save a life.
