Happy Friday. Old Spice’s new work out of the U.K. is a highlight among today’s new campaigns, challenging young men to “smell their age” with a diss track from grime artist Chip shaming deodorants that make guys all smell the same. See that work and other new campaigns that caught our eye below.
9 creative campaigns to know about today
Apple: The tech giant created its first scripted film for the Apple Vision Pro, using Apple Immersive Video—putting the viewer at the center of an intense story about a sinking submarine. Ad Age’s Sabrina Sanchez screened the film—here’s what she thought of it.
Barbie: Asa Hiken has the story of how Mattel used generative AI to package two of its newest dolls in box designs developed by Adobe’s Firefly AI platform.
Mayhew: The U.K. animal welfare charity launched a campaign for World Mental Health Day with dogs representing the “light at the end of the tunnel,” given the positive impact animals can have on our mental well-being. McCann Demand worked with digital artist Justin Metz on the ads, an example of which can be seen below.
Firehouse Subs: In the wake of Hurricane Milton, which made landfall in Florida as a Category 3 storm on Wednesday night, the hot sub chain—founded in Jacksonville by former firefighters—is giving out free meals to frontline workers at all 177 Florida locations for a week, starting today.
Ikea Thailand: Ikea is tweaking its most iconic form of advertising to feature flooded rooms after heavy monsoon rains in Thailand destroyed many homes.
Josh Cellars: The wine brand got a shout-out on “Saturday Night Live” during the cold open of the Oct. 5 show—its third “SNL” mention including last season’s “Big Dumb Cups” skit. Adrianne Pasquarelli and E.J. Schultz have more in our weekly marketing winners and losers column.
Old Spice: The personal care brand worked with U.K. grime artist Chip on a diss track, “Big Man Ting,” (below) to reposition itself as the scent of independence for young British men. Lyrics include “Likkle man ting/What they wear I don’t put on man’s skin/What’s that whiff? smelt you approaching/Turn over there big man ting.” Indie agency Recipe created the campaign.
Refuge: Actor Billie Piper stars in a sobering short film (below) from AMV BBDO for Refuge, telling real-life stories of domestic abuse and the impact on survivors.
Robinhood: The investing platform introduced an upgraded look (below), featuring a new logo, wordmark, color palette, illustrative style, photography and platform style.