Among today’s creative highlights, Dove aired a very “moist” commercial during the “SNL50” show; Volkswagen brought back “The Californians” in its own tribute to the NBC show; and Kim Kardashian portrays a “Fairy Butt Mother” for Skims.
Creativity
12 creative campaigns to know about today
Today’s picks include Maximum Effort’s ‘moist’ ad for Dove and Kim Kardashian as a ‘Fairy Butt Mother’ for Skims
Dove’s spot, which aired during the ‘SNL50’ show, zeroes in on a word many people find repellent.
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Dove
Allegra
The allergy medication partners with Disney’s upcoming live-action “Snow White” film by reminding you that the product won’t leave you sneezy, sleepy or grumpy.
BYD
The Chinese EV manufacturer launched a campaign in Brazil with an interesting media play: The real campaign was introduced inside a fictional show by a fictional creative director at a fictional agency. Indie agency We created the campaign; the case study is below.
Chase Sapphire Reserve
Droga5’s new “Seoul Is in the Details” for Sapphire Reserve explores the Korean city’s vibrant high-low fusion culture through the eyes of designer Yoon Ahn.
Dove
A spot for Dove’s new Deep Moisture Body Wash has some fun with how much people hate the word moist. In the satirical spot, created by agency Maximum Effort, an over-the-top mascot named Mrs. Moist and a cringey jingle horrify a quartet of focus group participants. The ad aired during NBC’s “SNL50: The Anniversary Special” on Sunday.
Humane World for Animals
After 70 years, the Humane Society of the United States and Humane Society International have rebranded as Humane World for Animals and launched a campaign to mark the occasion. A cute spot features stop-motion images of handmade miniature animal puppets who are saved thanks to the society. It’s scored by a cover of Peter Gabriel’s classic “Solsbury Hill,” performed by pop artist Sia.
Maker’s Mark
A man’s devotion to a flawless serve highlights “Perfectly Unreasonable,” a new global brand campaign for Maker’s Mark, the Suntory Global Spirits bourbon brand. The work is the first for Maker’s Mark from its new agency, Carmichael Lynch, and is directed by Swedish film director Marcus Söderlund.
Make My Money Matter
The U.K. group’s latest striking awareness spot from Mother, linking the financial sector to climate harm, stars Ambika Mod, the British actress, comedian and writer known for her roles in the BBC drama series “This Is Going to Hurt” and the Netflix miniseries “One Day.”
Pink Lady Apples
A spot from McCann Bristol says the product helps you embrace “unapologetic moments of joy and mischief we often suppress.” The tagline is, “Find Your Fizz.”
Skims
Kim Kardashian plays a “Fairy Butt Mother” with wings and sparkle effects in a cheeky Skims shapewear commercial directed by Ben Carey and written by comedian Michelle Wolf.
StreetEasy
The New York real estate company’s ads implore NYC residents looking in the suburbs to buy a home: “Never become a former New Yorker.” Mother worked with StreetEasy’s in-house team on the campaign.
Volkswagen
Kristen Wiig, Bill Hader and Fred Armisen reunite as “The Californians” from their old “Saturday Night Live” sketch in a VW spot timed to the show’s 50th anniversary special. The spot was a direct collaboration between VW and the NBC program.
Volvo
The automaker shows nature through the eyes of a child in the global launch of its new all-road car, the EX30 Cross Country. The spot was created by Forsman & Bodenfors and directed by Marcus Ibanez of New-Land.
Contributing: Jon Springer
