Writing an introduction to Work of the Week is sometimes an act of creative flow - the through-line that connects all of the campaigns we're celebrating glares at you and you just have to point at it. This week's best work hasn't got that much in common. It's an odd bunch. The main thing that links all of the projects we've gathered from around the world is that they're strong creative ideas. Some of them are perfectly leveraging the power of celebrity, like snack brand Sabritas putting Shakira in an action movie scene on a mission to find a quiet moment, fitness brand Les Mills putting Ted Lasso star Brett Goldstein's comic chops to work, and Spotify collaborating with the Muppets. Others use nostalgia, humour, empathy or shock to do their persuading. Check them all out below to see which ones do it for you.
VEGEMITE - Happy Little VEGEMITE
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VEGEMITE, the beloved Australian spread, is celebrating its centenary with a remake of its classic Happy Little VEGEMITEs ad, featuring a new generation of kids and a special guest from the original 1950s ad. The campaign, by Thinkerbell and Starcom, is the result of a nationwide casting call that received over 10,000 applications from young VEGEMITE lovers. The remake captures the joy and nostalgia of VEGEMITE, a staple of Australian life since 1923. The ad showcases the diversity and unity of Australia, where VEGEMITE brings people together and fosters a sense of belonging. It strikes a balance of paying homage to a cultural icon while refreshing it for a modern audience. And there's nothing wrong with celebrating the simple pleasures of life either, like sharing a toast with VEGEMITE and a smile with your loved ones.
Nedbank - Reality Check
Nedbank, the South African bank that aims to do good, teamed up with agency Joe Public to launch a campaign that exposes the harsh reality of not saving enough for retirement. The campaign involved a hidden camera stunt at The Greenhouse, a trendy restaurant in Sandton, where the young and lively waiters were replaced by elderly actors who were way past retirement age. The unsuspecting diners were shocked and confused by the service, until they received their bill with the campaign message: “Reality Check. 90% of South Africans can’t afford to retire”. A clever and unexpected way to confront people with the consequences of their financial choices and inspire them to take action for their future.
Spotify - The Electric Mayhem Visit Spotify
The Electric Mayhem, beloved Muppet rock-and-roll band, are back with a new long-form ad, directed by Shaun Collings of Fela, that pays tribute to classic music documentaries. The film follows the band’s adventures as they arrive at Spotify to record their next hit single, and meet some famous musical guests along the way. The band’s quirky personalities are here in full force as they discover all that Spotify has to offer, including the bottomless free snacks. It also features some catchy tunes and funny interactions with the human stars. a fun and heartwarming celebration of music and friendship, featuring Dr. Teeth, Janice, Animal, and the others. It also serves as a teaser for the new Muppets Mayhem episodic series, which was released on May 10, 2023, on Disney Plus.
Sabritas - Enjoying Comes First
Sabritas, Mexican potato brand, teamed up with world-class artist Shakira to launch a campaign about finding a space for inspiration and enjoyment in the small details of life. The campaign, created by Isla and produced by Rebolución, includes a fun commercial called ‘The Great Escape’, where Shakira escapes from her boring routine to seek out unexpected moments of pleasure, accompanied by Sabritas potato chips. It shows how Sabritas can make any moment more enjoyable, if you can find time to eat them in peace.
Les Mills - Choose Happy
Ted Lasso star Brett Goldstein is put to use as 'Happiness Ambassador' for Kiwi fitness brand Les Mills in its new campaign. Playing with tropes that we're all familiar with, he's seen locked in an intense struggle against his inner psyche, turning working out into a battle for his very existence. At least, that's until Māori actor Acushla-Tara Kupe comes along and explains it doesn't have to be so serious. Fitness advertising has a lot of baggage to shift and this campaign shows the way forward with aplomb.
Special Olympics Northern California - Special
Special Olympics Northern California (SONC) and Barrett Hofherr created this campaign that celebrates the power and joy of ‘special’. Called ‘Do Something Special’, it features real athletes who challenge the stereotypes and labels of living with an intellectual disability. They show that ‘special’ is not what they are, but what they do. The campaign showcases athletes’ hard work, determination, sportsmanship, accomplishments, camaraderie and more. An inspiring tribute to the Special Olympics movement and its impact on people’s lives.
Tito's Handmade Vodka - CANFORMITY
Tito’s Handmade Vodka, the brand that refuses to make a canned cocktail, has taken its Tito’s in a Can campaign to the next level with two new products that celebrate creativity and individuality. Tito’s in a Big Can is a colossal, 128-ounce, cocktail keg that fans can fill with damn good vodka and whatever else they want. Tito’s in Any Can is an insulated can-cooler that doubles as a refillable cup. The brand, in collaboration with Arts & Letters Creative Co, has also launched a 60-second video that draws inspiration from iconic action films, starring Tito’s as the hero that defies the ordinary. Hyperbolic, apocalyptic language and imagery brilliantly mock the ‘Canformity’ of canned cocktails and embrace the spirit of Tito’s.
