Among today’s creative highlights, Califia Farms released a meditation album for plants, voiced by Chris O’Dowd; Netflix Argentina celebrates “open relationships” for Valentine’s Day; and Eric Wareheim visits restaurants to see the chaos firsthand in new videos for Square.

Axe

LOLA MullenLowe and directors Lionel Goldstein return with another darkly comic Axe campaign, this time featuring guys who smell so sweet, their girlfriends’ babies, dogs and teddy bears get jealous.

Califia Farms

The plant-based beverage brand is celebrating the love of plants with the launch of The Green Album by Califia Farms, an album of daily meditations designed to help plants thrive and voiced by Chris O’Dowd. For every stream of the album, Califia will plant a tree through support of environmental non-profit tree planting charity One Tree Planted. O’Dowd also stars in new spots for the brand. The campaign is from Goodby Silverstein & Partners.

Dove Men+Care

The personal care brand partnered with NFL legend Marshawn Lynch on a deodorant campaign called “_EASTM_DE,” which is “Beastmode” with the “BO” removed. (Beastmode is Lynch’s nickname, which he’s turned into a whole brand.) The campaign, from Edelman, includes a custom font and an unboxing video with Lynch unveiling “_EASTM_DE” merch.

GoFundMe

The crowdfunding and fundraising platform’s Valentine’s Day campaign embraces the trend of “rage giving,” with ads placed on the Las Vegas Strip encouraging people to give to the causes their exes can’t stand.

Homesense

The furniture and home goods chain unveiled a spot from agency Fig showing women gleefully destroying out-of-style items in their homes in favor of gorgeous, standout pieces that are affordable at Homesense. Nim Kyong Ran of Division7 directed the spot.

Marc Jacobs

Emily Ratajkowski was announced as the face of The Dual, a line of Marc Jacobs handbags, as part of the brand’s Spring 2025 MarcWorld campaign. Ads were crafted by stylist Jermaine Daley and photographer/director duo Matt+Kat.

Netflix Argentina

The streamer’s amusing Valentine’s Day spot from agency Isla shows couples who aren’t quite connecting—when it comes to the shows they like to watch—and experimenting by having an “open relationship” with other Netflix programming. The campaign kicked off with a teaser featuring two well-known actors in Argentina who announced on social media that they would be opening up their relationship, without mentioning the brand. Tomas Quartino of Landia directed the spot.

On

Elmo from Sesame Street heads up a new campaign called “Soft Wins” for the sportswear brand from agency Flower Shop, delivering the message that running might be more fun if it weren’t so intense. Daniel Wolfe directed the hero spot.

Square

The commerce solutions company launched a new video series, “Running a Restaurant Is No Joke,” featuring actor, winemaker and comedian Eric Wareheim in four humorous episodes that dive into the grit and substance it takes to open and run a restaurant. Made in-house by Square’s creative team and in collaboration with Ventureland, the episodes feature Wareheim shadowing Los Angeles–based restaurateurs and Square sellers Alisa Reynolds of My 2 Cents, Alvin Cailan of Amboy and Keegan Fong of Woon Kitchen.

Vital Farms

At a time when egg shortages and prices are on the rise, a new campaign from Vital Farms illustrates the hard work and dedication of its farmers to raising healthy, farm-raised chickens to produce quality eggs. “Good Eggs. No Shortcuts,” developed by Gut Miami, features documentary-style videos of four real Vital Farms farmers underscoring their commitment to animal welfare. 

See all our daily creativity roundups here.