13 creative campaigns to know about today

Among today’s creative highlights, Oscar winner Adrien Brody stumps for luggage; a “Buy Canadian” campaign in Canada angers Canadians; and an in-store Target display in South Carolina shows the power of representation in advertising. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here Acura The automaker teamed with six multidisciplinary artists on a campaign for the ADX, a new compact crossover aimed at drawing more mainstream buyers to the Honda-owned luxury brand. “Crafted to Match Your Energy,” from MullenLowe Los Angeles, begins like a typical car ad, showing a female driver zooming through an urban landscape. Then things get more colorful as the ADX is shown floating through purple clouds and animated landscapes. Set to Australian singer Kito’s “Take Your Vibes and Go,” the spot is meant to portray the vehicle as suitable for “any adventure, especially when it comes to weekend fun,” according to Acura. The artists include Dalkhafine, Arturo and Rodolfo Ambriz, Antoni Tudisco, Xander Opiyo and Crystal Cashmere. The media buy included March Madness, the English Premier League, the NBA and IMSA Racing. Artplan An initiative to reduce textile waste by the Brazilian agency in partnership with nonprofit Desertio Vestido offers rescued clothing dumped in Chile’s Atacama Desert online for free, with consumers paying only for shipping. A team picks up the clothing from the desert and sanitizes the garments before making them available on a dedicated website. The campaign aims to raise awareness about fashion waste. California Naturals Owen Wilson struggles to find a good tagline for the hair care brand, for which he has been named “chief shampoo officer,” in this spot. The ad was directed by Ace Norton and features Wilson’s signature charm and comedic timing while poking fun at marketing itself. Coca-Cola Zero Sugar The soda’s March Madness creative, “Fight Song,” celebrates the role that the rousing singalong plays in the spirit of college sports, with students from Coke-aligned schools singing and a tagline “Fan work is thirsty work.” The spot—which may be updated depending on which teams are still in the championship hunt—will run on ABC, ESPN, TNT, CBS, TBS, TRU and across social and digital through the National Championship game April 7. It was made by Cartwright. HerbaLand Naturals The vitamin gummy maker has apologized for a “Buy Canadian” campaign gone wrong after including a reference to “the 51st state” in ads placed in Vancouver. The phrase was crossed out, but the campaign caused anger nonetheless. “We apologize deeply for the offensive wording and any frustration we have caused,” the company said. Hill’s Pet Nutrition The petcare brand’s latest campaign leans into the all-too-familiar truth that pet parents feel guilty when they can’t be with their furry loved ones all the time, because even though we are their entire world, they are only a part of ours. Spots by VML suggest there’s no need to fear an imbalance of love, as feeding pets Hill’s shows love aplenty. McDonald’s Erika Wheless reports on the fast-food chain’s new campaign from Wieden+Kennedy New York, which is built around Minecraft, with meals for both kids and adults tied to the video game and the upcoming “A Minecraft Movie.” Monos Travel Actor Adrien Brody waxes philosophical on surrendering to his journey and the beauty found in fleeting moments of life in an artful film for the luxury luggage and travel brand shot in Morocco. Pella The window and door company released a joyful, eye-catching spot from agency Singlethread in which a young girl dances around a home as storm rage outside. Puma Adrianne Pasquarelli reports on the big new Puma campaign, themed “Go Wild,” with a 60-second ad from adam&eveDDB highlighting the fun of running, set to a remake of “Because I Got High.” Skims Kim Kardashian’s clothing brand launched a wedding-themed campaign starring supermodel Abby Champion and actor Patrick Schwarzenegger. Engaged in real life, they play bride and groom in a series of ads for the brand’s 24-piece Wedding Shop collection, which launches Thursday. View this post on Instagram A post shared by SKIMS (@skims) Target A TikTok video has gone viral showing a boy with spina bifida marveling at an in-store Target ad showing a girl using a wheelchair—just like him. The video, featuring 5-year-old Ezra Spinelli at a Target in Myrtle Beach, South Carolina, has almost 5 million likes and prompted comments about inclusion and representation from brands including Barbie, Dove and Headspace. @ezbruhhspinz Just like me… #spinabifida #spinabifidastrong #spinabifidawarrior #spinabifidaawareness #spinabifidabeautiful #target #targetkids #physicaltherapy #occupationaltherapy #wheelchair #wheelchairkids #wheelz #IYKYK @Em + Abby @target ♬ Dreams - Acoustic - Jada Facer & Dave Moffatt The Vagina Museum The London institution is running a campaign from BBH London that doubles as an emergency crowdfunding appeal to raise money and avoid closure. Ads call on the public to “support the real masterpiece,” next to close-ups of the female anatomy from artworks through history. One of The Vagina Museum’s roles is to break the stigma surrounding gynecological anatomy and contribute to a broader cultural shift from shame to celebration. But despite interest from the public, the museum said it suffers from a lack of interest from arts and heritage funders. Contributing: E.J. Schultz and Jon Springer See all our daily creativity roundups here. See all of Ad Age’s 2025 Agency A-List winners here

13 creative campaigns to know about today

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