Among today’s creative highlights, Philadelphia Eagles star Saquon Barkley punked fans of his old team, the New York Giants, for sleep aid Unisom; apparel brand Mack Weldon unveiled a pair of charmingly wordless spots with men loosening up; and Zumba recruited LMFAO frontman Redfoo for a new spot.

ATP Tour

There’s intensity in every hit, every point and every serve of men’s pro tennis, a new ATP Tour brand platform from Wieden+Kennedy London shows. “It All Adds Up” features stars like Novak Djokovic, Carlos Alcaraz and Jannik Sinner and is meant to capture the energy of the pro tour as a means of attracting casual and younger fans to the game while building more excitement for longtime fans.

Cadbury

Chocolate helps jog a memory in a father with Alzheimer’s in this simple, emotional Cadbury spot by VCCP. The older man speaks with a young woman about how happy it made his daughter to give him the candy bar, not realizing it’s his daughter he’s speaking to.

Income Insurance

BBH Singapore created a spoof of “Between Two Ferns” called “Between Two Chargers” to show how Income’s eDrivo Car Insurance is tailored to the unique needs of electric vehicles. The spot stars well-known Singaporean comedians Eugene Soh and Fadzri Rashid (formerly known as Fakkah Fuzz, who has two Netflix specials).

Indeed

A new campaign from 72andSunny, themed “The World Can Work Better,” playfully highlights the frustrations of both job seekers and employers—exposing the absurdities of the hiring process through humorous moments and showing how Indeed provides a more effective solution. The two spots below focus on salary discussions and hiring based on skills and experience, not just degrees.

Mack Weldon

The men’s comfortable apparel brand is pushing back on the seriousness and stiffness of life with two lighthearted new spots that depict men letting loose and feeling comfortable in otherwise serious or awkward situations. The spots from agency OK Friend are part of an effort to discuss macro challenges men face in modern society, including a loneliness epidemic, a lagging labor market and more.

People Like Us

A spoken-word poem—inspired by Shakespeare’s “What’s in a name?”—anchors this artful film from People Like Us and Censuswide, highlighting how ethnic-sounding names can hinder a person’s job prospects. The agency Worth Your While created the piece.

ServiceNow

Idris Elba returns as spokesman for ServiceNow in new spots from BBDO New York, showing how the platform puts AI to work for people across every corner of a company. 

St. Agrestis

The non-alcoholic ready-to-drink cocktail brand unveiled a new brand platform, “The Party Is in You,” featuring a stylish 30-second spot for its Phony Negroni. Made by creative director and director Olivier Agostini, the ad features a cast that includes Anand Amritraj, a former professional tennis player from India known today for his singular fashion sense.

Unisom

The over-the-counter sleep aid has enjoyed a surge of attention thanks to a clever campaign from Lippe Taylor and The Martin Agency featuring NFL running back Saquon Barkley. The campaign plays off New York Giants co-owner John Mara’s famous comment on HBO’s “Hard Knocks” that he “might have a tough time sleeping if Saquon goes to Philly.” (Longtime Giant Barkley did just that, enjoying a career season with the Eagles this fall.)

An Instagram video with Barkley talking about sleepless nights went viral, and the campaign continued with a snarky billboard and aerial banner at the Giants-Eagles game in Philadelphia on Sunday. Mara has since commented on the campaign, saying he called Barkley to jokingly tell him, “The least you could have done is ask me to be in the commercial with you.” 

Zumba

The dance fitness program kicks off the new year with a campaign that rejects self-doubt and embraces self-confidence and sexiness, featuring LMFAO frontman Redfoo, best known for the hit song “I’m Sexy And I Know It.” The campaign was developed by Zumba’s internal creative team with support from agency partners An Agency Called Us, Los York, and Octopus Studios.

Contributing: Jon Springer

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