7 creative campaigns to know about today

Among today’s creative highlights, Kia orchestrates a sweet marriage proposal in Times Square on New Year’s Eve; MilkPEP appeals to gamers through an unlikely therapy session; and Outback Steakhouse encourages diners to take a steak-cation. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here Deezer The music streaming platform livens up a boxing match—turning it into a dance battle, with lots of “voguing” and “waacking”—in a colorful spot from BETC Paris. Kia In a sweet Times Square stunt on New Year’s Eve, the automaker ran a 60-second video on a giant vertical billboard—beginning at 11:59 p.m.—featuring Oklahoma City resident Garrett Sutton proposing to his girlfriend Hayle Ayers, with a cameo from the all-electric Kia EV9. Sutton and Ayers were on hand to see the video, which came as a total surprise to Ayers. She said yes shortly thereafter. The stunt, by agency David&Goliath, was themed “Kia’s Most Electrifying Proposal,” playing off the brand’s “Electric Like You’ve Never Seen” messaging. See the billboard creative below. Lucky Energy Much as RXBar did last week, Lucky Energy is out with a campaign that takes shots at the idea of New Year’s self-improvement. “New year, new you? Nope. F**ck that,” the brand says in a spot created in-house. View this post on Instagram A post shared by A Lucky World (@luckyenergyofficial) MilkPEP A spot from Gale features a “final boss” from a video game who’s distraught because gamers are easily beating him—because they’re drinking more milk, which has better nutrients than energy drinks to boost focus and endurance. Outback Steakhouse A family’s staycation at home proves disappointing for a daughter who thought they were taking a “steak-cation” at Outback instead in an amusing spot from Mischief @ No Fixed Address. Spirit Airlines The carrier unveiled its first national brand campaign, created by Tombras, suggesting Spirit’s new premium offerings make it “More fly” than its competitors. This The plant-based food brand unveiled a U.K. spot from its new creative agency, St Luke’s, featuring an upbeat estate agent who tries This Isn’t Pork Sausages and is quickly convinced that their deliciousness means anything is possible—with somewhat disastrous results. See all our daily creativity roundups here. Read Ad Age’s 2025 predictions stories here

7 creative campaigns to know about today

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