Among today’s creative highlights, Kahlúa is auctioning off some one-of-a-kind holiday ornaments; Audi goes small on London’s giant Outernet screen; and Oatly has a plant-based alternative to the traditional Christmas Eve milk for Santa.

Arby’s

The Heisman is a legendary award, but now Arby’s is introducing the Thighsman, celebrating the big men with big appetites who power the game from the front lines. The inaugural Arby’s Thighsman Award was presented by football legend Joe Theisman to Mason Graham, a defensive tackle at Michigan. The project was a collaboration between Inspire Brands, Vayner Sports and Alison Brod Marketing + Communications.

Audi

The automaker took over the giant screen at London’s Outernet with a tiny car—the e-tron GT, which has zipped off into the distance. BBH London created the work.

Belgian Post Group

Belgium’s leading postal operator was involved in a scary incident recently, when one of its vans collided with two-time Olympic gold medal cyclist Remco Evenepoel, sending him to the hospital. Taking responsibility for the accident, Belgian Post Group launched “Remco Reflex,” a campaign from agency Mortierbrigade. It’s a practical solution: a sticker featuring Remco is designed to be placed on the driver’s side window as a reminder to check for cyclists.

DoorDash

The delivery platform helps people hide their holiday mishaps—by sneakily delivering just what they need—in three fun holiday spots directed by Win Bates of Tool and led by Superette, DoorDash’s in-house creative studio. One spot is below; see the others here and here.

Kahlúa

The spirits brand created 12 limited-edition holiday baubles for auction on eBay in partnership with “espresso martini enthusiast” Salma Hayek. All proceeds will support Kahlúa’s Coffee for Good initiative, launched with the Mexican nonprofit Fondo para la Paz. Wieden+Kennedy London crafted the campaign.

MGA Entertainment

Virtue Worldwide recruited kid influencer the Rizzler to star in an amusing music video for toy maker MGA, taking aim at gift cards.

NHL

Frustration with “tipping culture” is especially acute among National Hockey League goalies, who are under assault from redirected pucks. The Highdive spot features goalies Juuse Saros (Nashville Predators), Jacob Markström (New Jersey Devils), Jeremy Swayman (Boston Bruins), and Jake Oettinger (Dallas Stars), with a surprise cameo by noted tip-scorer Brad Marchand of the Bruins.

Oatly

The plant-based milk brand is encouraging consumers to ditch cow’s milk and cookies and welcome Santa with oat milk instead—by “proving” it’s what Santa prefers. Oatly invited 31 professional Santas to a “taste test” to see which milk they preferred. The brand also updated vintage holiday videos with a new alternative to milk and cookies: Oatly and croquembouche. The campaign, created in-house, includes OOH and wild postings.

Pomelo

The international money transfer app tells a charming, emotional holiday story from BBDO Guerrero, featuring a boy in the Philippines being raised by his grandmother while his mother works in the U.S. The work nicely departs from the category norms by focusing not on separation but on togetherness, positivity, sharing and hope.

Vodafone

Garett Sloane speaks with the telecom marketer about its AI-generated spot, including the reaction from industry as well as consumers.

Contributing: Jon Springer

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