12 creative campaigns to know about today

Among today’s creative highlights, we’ve got Michelob Ultra’s latest Super Bowl teaser; Apple Music’s trailer for the Super Bowl halftime show with Kendrick Lamar and SZA; and other eye-catching campaigns for Frida, Hyundai and Maison Perrier Chic. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here Michelob Ultra (Super Bowl teaser) Wearing mirrored wraparound glasses that reflect a cooler full of Michelob Ultra, Willem Dafoe professes he can smell the beer in another teaser for Ultra’s forthcoming Super Bowl ad. Apple Music Kendrick Lamar and Apple Music released the official trailer for the Apple Music Super Bowl LIX Halftime Show. The trailer also features SZA, who is now confirmed as a special guest for Lamar’s upcoming headline performance at halftime of the Feb. 9 game. Cheetos Cheetos introduced a new font created by designers using their “other hand”—the nondominant one that doesn’t have cheese dust (aka, “Cheetle”) on it from eating Cheetos. Goodby Silverstein & Partners led the campaign creatively. Read more about the campaign here. Chuze Fitness The gym chain’s newest campaign embraces the excuses people make not to work out and welcomes them anyway. FamilyAlbum The Japan-based photo sharing app launched its first U.S. campaign with a humorous spot that portrays the pressure a new mother faces as family and friends demand photos of her newborn baby immediately after birth. The spot was created by Familiar Creatures. Folx Health In response to President Trump’s anti-trans executive order, the nation’s largest LGBTQ+ healthcare company launched a national billboard campaign featuring trans-affirming messages. Messages such as “Gender affirming care saves lives” are running on billboards in Texas, Florida, Georgia, California and Times Square in New York. The campaign was created in-house. Frida Contextual out of home ads from baby care brand Frida offer a glimpse into what flu season is really like for parents, including all the snot they have to suck out of their kids’ noses to get through it. Hyundai Hyundai has eschewed Super Bowl advertising lately in favor of breaking work in the AFC and NFC championship games. This year is no different, with the automaker focusing on safety with help from Blondie’s “One Way or Another.” In the Innocean USA spot, distracted and reckless drivers, pedestrians and a construction worker sing the classic tune as they pose obstacles to Hyundai drivers, including the lyric “I’m gonna getcha, getcha, getcha, getcha.” But drivers evade harm thanks to Hyundai’s safety and technology features. The effort, directed by Jim Jenkins, will include executions on TikTok, Instagram, Facebook and YouTube in addition to the TV ads. It’s the latest attempt by Hyundai to differentiate its safety features, following its “Quality Is Not a Luxury” campaign that debuted in the summer. Ikea Sweden The retailer attempts viral challenges from 2014 in a self-deprecating way to introduce something it should have done years ago: add a points system to its loyalty program. Åkestam Holst NoA created the spots; see two other executions here. Jamaica Tourist Board There is something for every kind of traveler on the “One Love” island of Jamaica, in the tourism board’s new campaign from Accenture Song. A continuation of the “Come Back” campaign, “Contrasts” highlights Jamaica’s people and diverse cultural heritage to encourage travelers to “come and see for themselves.” Lowes Foods A talking bear extols the clean, flavorful goodness of Lowes’ private-label Brown Bag products in a campaign from Walrus. Maison Perrier Chic The non-alcoholic beverage brand is launching “Sober Chic,” a campaign from Ogilvy that showcases luxurious mocktails as the epitome of modern refreshment. Ads shot by Arnaud Pyvka feature a pilot, a taxi driver, a firefighter and a surgeon all enjoying a refined and flavorful alcohol-free experience. Contributing: E.J. Schultz See all our daily creativity roundups here. Super Bowl commercials Tracking the latest brand and agency plans Click here

12 creative campaigns to know about today

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