Work of the Week 24/01/25
IKEA Canada - “Actually, it’s IKEA”
Chosen by Jordan Won Neufeldt, Canada reporter
What’s not to love about IKEA? It’s a place where you can easily find furnishings for just about any kind of space, grab a tasty meal (did someone say meatballs?), and pick up a cute shark plushie on the way out. And, it’s actually affordable, which, in today’s economy, is utterly invaluable.
This latter point is exactly what the brand’s Canadian edition has chosen to explore in its latest campaign, created by Rethink. Directed by the one and only Mark Zibert (Scouts Honour), the work emphasises IKEA’s commitment to affordability with three hilarious spots parodying the categories of fashion, liquor and perfume. Shamelessly embracing all the tropes of expensive, high-end lifestyle advertising, down to the narrators’ scripts, the reveal that each ad is actually plugging a much more affordable IKEA offering lands every time.
Uber - “You’re Almost There”
Chosen by Addison Capper, managing editor, Americas
Every single iteration that I've seen of this campaign felt like it was speaking to me personally. Admittedly, that is 16 ads out of an impressive 2,500 that Mother has created for Uber, but it feels significant all the same. Creating a mass of unique executions feels very en vogue in 2025, but it takes a subtly skilled hand to do so in a way that feels so emotional across all of them. Each and every one made me smile in a different way.
Hellmann’s Canada - “Plant Based Mayo”
Chosen by April Summers, North America features lead
I’m truly a sucker for a “gotcha!” moment – I just can’t help it. Whether it’s a marketing ploy or an outfit reveal in Drag Race, I’m well and truly in. And Edelman’s new Hellmann’s Canada campaign is a good’un.
As more and more people opt for plant-based alternatives, the idea to update its formerly “Vegan Mayo” label to “Plant Based Mayo” is a bright move by Hellmann’s. And given its timely release, during a month that has become known to many as ‘Veganuary’, this creative feels all the more pertinent. Recruiting Michelin-recognised Canadian chef, Matthew Ravenscroft, for the ultimate condiment caper, I think this stunt will prove to be an effective brand move with real results.
Slather - “The Sun is Not Your Friend”
Chosen by Ben Conway, Americas reporter
Few people do eccentric, off-kilter comedy better than Australian group Aunty Donna — see their Netflix series 'Aunty Donna's Big Ol' House of Fun' for proof. So when Melbourne-based agency SICKDOGWOLFMAN was looking to get weird for sun cream brand Slather, they turned to the comedy group's production company, Haven’t You Done Well - a collection of talent with a penchant for peculiarity.
The result is a Will & Sej-directed blast of the bizarre, warning the over 70% of Australians who don't regularly apply SPF of the dangers of sun damage. The film shows a humanoid sun persuading a gamer to emerge from his gloomy den, only to gleefully burn his face off. The performances are over the top, the practical effects are gruesome, and the bright and sunny jingle from Production Alley will be stuck in our heads for many summers to come.
SAFE Project - “The Snowball”
Chosen by Alex Reeves, managing editor, EMEA
Attitudes towards alcohol definitely seem more enlightened these days. When I was growing up, the idea of ‘Dry January’ would have been ridiculed. Now, it’s almost passé. In fact, as I found writing about low and no alcohol drinks this week, a more nuanced approach to moderation seems to be what the kids are down with today. But as much as I personally love the stuff, those feelings need to be eyed with caution. And this beautiful animated film about how the cold months of winter can lead to alcohol consumption ‘snowballing’ does a fantastic job of reminding us of that risk.
Lovingly crafted by creative studio Lobo, with creative from FCB Health New York, the PSA serves as a visual metaphor that sticks in your mind. If it sticks in the right minds, maybe it’ll save some lives.
Barriers Worldwide - “Barrera”
Chosen by Tará Mckerr, Europe reporter
This seven-minute fashion film for Barriers Worldwide entitled "Barrera", is directed by Onda — the ProdCo director known for his wacky surrealism. Shot on 16mm film in the deserts of Joshua Tree, California, something about the film feels quite intimate. There’s something about the performance art that lures you in. Deliberately, the pacing requires that you slow down so as to fully engage, while the layered imagery is reminiscent of old Soviet films, while the colour palette is vibrantly, Jodorowsy-esque.
It’s grainy, and acts as a kind of memory reel, with movement paying homage to heritage and shared histories. Certainly something different in the world of fashion film — and meaty enough in length to properly sink your teeth into.
