13 creative campaigns to know about today

Among today’s creative highlights, Apple Brazil celebrates Oscar night in style; Kleenex teams with IMDb on a rating system for tearjerker movies; and Oatly brings class to a supermarket parking lot in a stunt for its coffee creamers. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here Apple Nilze Carvalho performs an original samba song composed by Jair Oliveira in Apple Brazil’s new “Shot on iPhone” spot. The ad is timed to Brazil’s Carnival celebrations and to Sunday’s Academy Awards, where “I’m Still Here” won for Best International Feature—a first for a Brazilian film. Oliveira’s song weaves together Brazilian cinema and Carnival traditions, with lyrics such as: “Our cinema has become Carnival, red carpet with samba in its steps.” TBWA\Media Arts Lab Latam created the spot, with Mariana Borga directing. It aired during the Oscars in Brazil. Ikea Middle East A campaign called “Your Home Will Never Be the Same” highlights the chaotic effect that children have on living spaces. It’s a provocative take in the Middle Easy, where some parts of the home are traditionally out of bounds for kids. The campaign is from agency This Is Libre. Kleenex Timed to the Oscars, VML created The Kleenex Score, a rating for movies on IMDb based on how many tears you’ll likely shed while watching them. Movie lovers can check a dedicated page on IMDb to see scores for various films and unlock an offer for Kleenex Ultra Soft on Amazon (which owns IMDb). Lucky Energy The irreverent energy drink brand is playing up its minimal ingredient list by suggesting that additive-filled competitors could come with catastrophic digestive consequences. The work, developed in-house, includes a short film called “Shangry” along with an outdoor campaign featuring a personal injury-inspired lawyer soliciting business from those who’ve “sharted.” M&M’s The Mars candy brand is launching its first-ever rewards program, M&M’s Fun Club. Fans who sign up for the rewards program through March 19 will have a chance to win the ultimate “kid in a candy store” experience—a sleepover with four of their friends at the M&M’s store in Times Square. Mandaue Foam Home Store This spot from the Philippine challenger to Ikea shows three burglars attempting to rob a seemingly ordinary house—except the items in the home keep mysteriously multiplying. Agency Gigil created the spot. McDonald’s The chain aired a spot after the Oscars showing morning-after breakfast orders from various celebs. The spot is from Wieden+Kennedy with a voiceover by Luis Guzmán. Erika Wheless has more on the campaign. Moët & Chandon The champagne brand partnered with Pharrell Williams on a new campaign and limited edition collection about making birthday celebrations more special. Assets include spots on connected TV, digital and social, magazine ads, wild postings and other OOH including placements in New York’s SoHo neighborhood and on The Moxy Hotel in Los Angeles. Oatly Oatly’s coffee creamers help create a fancy and prestigious atmosphere in a supermarket parking lot in a playful campaign from the milk alternative brand to show off its new packaging. The campaign was created in-house with the activation handled by Factory360. X1 Productions led production. Pizza Pizza Last week, the Canadian pizza brand leaned into the trade war with the U.S. with a “Reverse Tariff” campaign, offering a 25% discount on regular-priced pizzas across Canada just weeks after the U.S. announcement of a planned 25% tariff on Canadian imports. Zulu Alpha Kilo created the campaign. SeaPak EP+Co worked with Jim Henson’s Creature Shop on a new spot for SeaPak introducing the “Otterfords,” a family of sea otter puppets who are just like us—that is, they have kids who are picky eaters. The spot shows how even the pickiest kid will love SeaPak shrimp. Telstra The Australian telecom recruited domino-toppling experts for a spot about seamless home internet. Filmmaker Dan Tobin Smith worked with film art director Rachel Thomas, along with top domino experts, to painstakingly craft the film. +61 and Bear Meets Eagle On Fire were the agencies. See the spot and a behind-the-scenes video below. Unlimit Marvel star Simu Liu, from “Shang-Chi and the Legend of the Ten Rings,” appears as the first global ambassador for global fintech company Unlimit in the brand’s newest campaign set on a movie set. The spot, produced by Paradox House Creative and directed by Oscar-winner Joachim Back, takes viewers through the Chinese-Canadian’s day-to-day life as an actor and producer, demonstrating how he uses Unlimit to adapt to any circumstances with a global provider. Contributing: Jon Springer See all our daily creativity roundups here. Enter the free 2025 Young Creatives Contest here

13 creative campaigns to know about today

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