9 creative campaigns to know about today

Among today’s creative highlights, it’s the home stretch for pre-released Super Bowl spots. We also have Roger Federer and Elmo’s cute spot for On, PETA’s mobster-themed ad series and more. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here Bosch (Super Bowl spot) Antonio Banderas and a guy channeling his inner wrestling legend “Macho Man” Randy Savage star in the company’s first-ever Super Bowl spot. Droga5 is the creative agency behind the campaign. We have more about the campaign here. Pfizer (Super Bowl spot) The pharma giant again shines a spotlight on its oncology treatments with its second consecutive Super Bowl ad, a :60 that will air in the first quarter Sunday’s game. Publicis Groupe agencies Le Truc, Leo NY and Publicis Collective worked on the campaign. Read more about the campaign from Adrianne Pasquarelli. Ritz (Super Bowl spot) Aubrey Plaza, Michael Shannon and Bad Bunny star in Ritz’s salty Super Bowl commercial debut, created by The Martin Agency. Erika Wheless has the story. Homes.com (Super Bowl teasers) Dan Levy and Heidi Gardner return for Homes.com in this year’s Super Bowl. The real estate brand posted a whopping nine teasers to YouTube, including the one below, in which Levy and Gardner are told they can’t say something in an ad—and are then shocked to realize they’re in an ad at all. Two :30s are expected to air on the game. Bayer Aspirin The brand’s regional Super Bowl spot features people who refuse to see their real risk of heart attacks—some 104 million Americans currently. Klick Health handled the brand strategy and creative, while Bayer’s in-house agency Oliver managed production. Holland America The cruise line’s regional Super Bowl commercial is full of images and videos produced by AI platforms, including Midjourney, Runway and OpenAI’s Sora. Holland America developed the ad in-house with production agency Deux Vingt. Asa Hiken has more on the campaign. Johnnie Walker Johnnie Walker Blue has been marking the Lunar New Year with commemorative bottles long enough now to have completed a Zodiac cycle with the 2025 Year of the Snake design by James Jean. Now, the Diageo-owned Scotch whiskey brand is putting the package into action with “The Daily Show” star Ronny Chieng. A new social video, “Lunar New Year with the Chiengs,” shows Chieng and his real-life wife Hannah Pham enjoying Johnnie Walker while they engage in Lunar New Year traditions such as gift-giving, mahjong and preparing yu sheng salad. On The sportswear brand will air a regional Super Bowl spot starring Roger Federer and Sesame Street’s Elmo. They chat about the brand’s logo, which Elmo thinks looks more like “Qc” than “On.” The spot, created by Flower Shop, is designed to clear up confusion around On’s name and logo. It will air in Los Angeles, New York, Chicago and Miami during the game on Sunday. PETA The animal rights group created “Mindful Mobsters,” a series of three spots, timed to the Super Bowl, featuring mobsters roughing people up—but being surprisingly offended by the violence inflicted on cows and sheep in the leather and wool industries. Angel Apolstolski directed the series through Harapeko Productions. Contributing: Jon Springer See all our daily creativity roundups here. Super Bowl commercials Tracking the latest brand and agency plans Click here

9 creative campaigns to know about today

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