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Work of the Week: 28/10/22


As we brace ourselves for the deluge of holiday campaigns, the last few non-festive campaigns that have snuck in have been impressive, writes LBB’s Alex Reeves

Work of the Week: 28/10/22

And so it begins…

This week saw the year’s first holiday ads falling on our inboxes like the tentative first dusting of snow of the season. (I’m strategically ignoring Jon Hamm’s sexy Santa which rudely interrupted our autumn before we were ready because that is a total anomaly.) Kroger’s festive campaign served up animated food of Studio Ghibli standards, although in a completely different style. It’ll make you want to batten down the hatches and snuggle up with some comforting treats.

We expect the full weight of holiday ads won’t drop on us until next week (we’re bracing ourselves for the frenzy at LBB Towers), but in the meantime there were plenty of great campaigns making no reference to the coming season. 

At Little Black Book we love advertising that eschews the big, eggs-in-one-basket approach of a big budget TVC trying to be all things to all people. That’s why when Uncommon unveiled its new brand positioning for British Airways we (and the whole of advertising Twitter and Instagram) instantly fell in love. Recognising that the reasons why people travel are as diverse and individual as, well, people, the independent London agency has created over 500 unique print, digital and outdoor executions and over 32 different short films all running over the course of a month. They’re full of wit, humanity and craft.

Another thing we love at LBB is silliness. And there’s no denying that the latest campaign for the Vienna Tourist Board is silly. In an effort to remind us that travelling is a good excuse to treat ourselves and let loose for a few days / belt holes, a giant disembodied belly explores the Austrian capital’s cultural attractions in a quest to find connection.

In case you’re questioning the boundless optimism of our choices this Work of the Week, we’ve got some serious for you: a series of tender moments depicted in the American Foundation for Suicide Prevention / Ad Council’s latest Seize the Awkward’s latest film, Jeff Bridges reflecting on how being alive is better than being dead (shocker) and a poignant story of a group of colleagues rallying around a New Zealand woman as she battles cancer.

Dive in and roll around in the creativity below:

Kroger - Today’s Holiday Moments Are Tomorrow’s Memories

Some things are classics for a reason. This isn’t the first time we’ve seen a cosy story of seasonal sharing, beautifully animated with lots of big eyes and warm glowy lighting with a soft cover of an indie ballad over the top. But we’re not complaining. Because when this formula is done just right, it still hits like the first time you experience it. And there are plenty of things about Kroger’s holiday spot that make it perfect for the brand that describes itself as ‘America’s grocer’. This is the best animated food I’ve seen outside of a Studio Ghibli film and now I’m hungry.

Vienna Tourist Board - Belly

Firstly, let’s get the ‘Belly’s Gonna Get Ya’ comparison out of the way. Of course, the harrowing ‘90s sportswear spot is an ad you’ll never forget. But although we often see advertising ripping off classic campaigns of previous generations, this tourism ad for Vienna totally justifies the inclusion of a human-sized paunch bouncing around. It’s bizarre and we love it, but the creative logic is sound.

American Foundation for Suicide Prevention / Jed Foundation / Ad Council - We Can Talk About It

The US ‘Seize the Awkward’ campaign’s new PSAs aim to promote mental wellness to reduce the risk and rate of suicide among young adults. Recognising the need for culturally relevant content and resources for Black and Hispanic/Latine young adults, the 'We Can Talk About It' films, developed pro bono by Droga5, reflect the lived experiences of a diverse range of young people. Each is a triumph of human sensitivity, reflecting believable moments of people at their most vulnerable.

Social Mobility Foundation - Stay Down

The Department for Opportunities - the Social Mobility Foundation's advocacy and campaigning arm - has launched its second campaign to raise awareness of the Class Pay Gap. And it’s an innovative work of storytelling, presenting the problems that classism poses in British society in the guise of a short horror film. It’s also got a top-notch cast, starring Michael Socha (This is England, Being Human, Chernobyl), Jo Hartley (This is England, Eddie the Eagle, After Life) and Jonathan Hyde (Titanic, Jumanji, The Queen).

British Airways - A British Original

On Monday, our social media feeds were crammed full of advertising people gushing over the pure creative excellence of Uncommon’s huge British Airways campaign. Real human insight paired with pared-back, elegant, art direction and copywriting, plus an innovative media strategy – it’s an ad nerd’s dream. Hopefully the real people of Britain like it as much as us advertising bubble losers do.

AstraZeneca - Up the Antibodies

We just love Jeff Bridges. And (like him) not dying of the novel coronavirus.

Virgin Australia - Bring on Wonderful

You can tell this is a Virgin ad from the first frame. It’s lush and glamorous and friendly. A bit too chipper for my sardonic British tastes but the Aussies can be a bit like that. Probably all the sunshine. The copywriting is quite pleasing. And so different from the British Airways work, which makes for an interesting comparison.

Southern Cross - Sweet Caroline

I never would have predicted ‘Sweet Caroline’ would be used in such a dignified manner after it became an unexpected English football anthem 18 months ago. But Kiwi advertising has a way of surprising you. They really know how to tell a warm-hearted story in New Zealand.

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LBB Editorial, Fri, 28 Oct 2022 11:47:28 GMT