9 creative campaigns to know about today

Among today’s creative highlights, Cooper Flagg wins at everything—even bingo—in AT&T’s March Madness campaign; Axe puts up fragrance-infused OOH dating ads in Canada; and Uncommon continues its campaign highlighting the fugliness of Quaker oatmeal. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here AT&T The telecom broke its latest March Madness spot on Thursday, starring Duke freshman phenom Cooper Flagg. Earlier spots included New York Knicks stars Jalen Brunson, Mikal Bridges, Josh Hart—who all played together during Villanova’s championship years last decade. Spots continue to push the AT&T Guarantee. They were created by BBDO. Mike Warzin, Matt Aselton and Adam & Dave from Arts & Sciences directed the various executions. Also read: March Madness—the latest brand-athlete partnerships Axe Canada Axe Canada is shaking up modern matchmaking by using scent as the key factor in attraction with an experiential OOH campaign launched for National Fragrance Day. The “Scent-Driven Dating Profiles” campaign features four Gen Z men in Toronto featured on wild postings infused with scents from the Axe Fine Fragrance Collection. People interested in a date can scan a QR code, take a sniff and match based on scent. Edelman led creative. BMW A romantic proposal quickly turns into a comedic chase after a mischievous thief steals the ring, leading to a series of mishaps and misfortunes befalling the couple’s BMW. Despite the chaos, the couple doesn’t sweat the damage, as BMW service easily takes care of it. The humorous spot for the auto brand comes from Monks (part of The Marcom Engine) and was directed by Djawid Hakimyar. charity: water For World Sleep Day, agency Fire Kite created a campaign that encourages people to donate to charity: water while they sleep. The work includes the animated spot below, along with OOH placements, an influencer program, mobile trucks, social media and more. DraftKings DraftKings brings the message of responsible sports betting to life in a way that’s almost as much fun as the games themselves. A new ad shows sports fans in the act of being sports fans—celebrating at a bar, jumping through a table at a tailgate, gathering in the stands or at home—while singing or acting out lines from Kenny Rogers’ “The Gambler.” The ad was directed by Henry-Alex Rubin of Smuggler. Ladder The workout app launched a “Severance”-inspired ad campaign, showing how Ladder lets you turn your brain off and focus on your workout. View this post on Instagram A post shared by Ladder (@joinladder) Miller Lite The brand is celebrating its 50th anniversary beginning with a toast to its originality—a 30-second spot from Leo Chicago set to a rendition of David Bowie’s “Rebel Rebel” and voiced by Christopher Walken. Quaker Following the recent oatmeal dress stunt, Uncommon continues its “Deliciously Ugly” campaign for Quaker in the U.K. with posters gleefully saying how gross the stuff looks. The lines are hilariously blunt. It does leave us wondering what “bag of spanners” means. Refisal Sports and superstition go hand in hand, which is why Colombian salt brand Refisal’s latest campaign turns the product into a “Bad Luck Reverser,” beyond just an everyday ingredient. The campaign from VML New York and Name Colombia turns salt packs into collectibles for soccer fans, with special edition designs featuring one of 20 top Colombian soccer league teams. Depending on what misfortune befalls a team (losing streaks, injuries or bad performances), the brand will target fans to pick up a pack at a bar, restaurant or store and toss some salt over their left shoulder. Contributing: Jon Springer See all our daily creativity roundups here. See all of Ad Age’s 2025 Agency A-List winners here

9 creative campaigns to know about today

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