13 creative campaigns to know about today

Today’s campaigns include a fresh new (yet throwback) name and look for Mountain Dew; an eye-popping Axe spot from Juan Cabral; and Wendy’s excellent introduction of the Krabby Patty Kollab Burger recalling a classic episode of “SpongeBob SquarePants.” Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here Apple: The NHL teamed up with Apple for a campaign focused on the artwork for NHL goaltender masks. The work showcases how three artists used Apple’s iPad Pro and Apple Pencil Pro to design masks for top goalies Jacob Markstrom, Stuart Skinner, Linus Ullmark, Jeremy Swayman, Sam Montembeault, Thatcher Demko and Joseph Woll. TBWA\Media Arts Lab Canada was the agency. View this post on Instagram A post shared by NHL (@nhl) Also read: How the NHL is marketing its Gen Z superstars Axe: LOLA MullenLowe created a jaw-dropping two-minute music video, made with Argentine DJ Bizarrap and director Juan Cabral, showing couples on first dates experiencing an explosion of attraction—set to a Bizarrap-remixed version of the 1993 hit “What Is Love.” Cards Against Humanity: The card game is promising cash to people who didn’t vote in 2020—if they publicly apologize and make a plan to vote this time. It’s not exactly nonpartisan, as blue-leaning voters in swing states will receive much higher payouts (up to $100) than red-leaning voters, who may receive as little as 1 cent. Coffee mate: Wieden+Kennedy New York created a miniseries in which the brand gives a much-needed makeover to the teacher break room at a high school in Inglewood, California. Vince Staples (below) from “Abbott Elementary” is the host. The reno features Coffee mate creamer and Coffee mate Iced Coffee on tap, a Coffee mate Iced Coffee water fountain, Nescafé coffee machines, plus a year’s supply of Coffee mate creamers to keep the coffee flowing. The campaign breaks today on YouTube and TikTok. See the episodes here, here and here. Dove x “Blippi”: The Unilever beauty brand is partnering with the live-action show to bring messages of self-esteem to preschoolers. Dulcolax: A campaign from MRM Brazil for Dulcolax depicts animated images of princesses—yes, royalty—on the potty. The campaign aims to break down taboos about constipation in young women. ESPN: Design house Ilovedust punches up Arts & Letters’ latest “NBA on ESPN” campaign with a host of eye-popping animations. Also read: NBA CMO on its creator strategy, global marketing Fiverr: Fiverr is shining a spotlight on “doomed” corner shops that struggle to survive with a 41-second Halloween film created by True Twins, freelance artists directly from its platform. The spot features a fictional city inspired by “Batman” and “The Nightmare Before Christmas,” inviting viewers to help local shops by tagging them in Fiverr’s Retail Graveyard social posts to win $5,000 in credits to work with freelancers. Mountain Dew: The soda has introduced a new look and package design that returns the word “Mountain” to its name for the first time since 2008, when it went to the shortened “Mtn Dew.” The design forsakes the sharp edges of the current Mtn Dew design for a sunnier look based on historical brand logos. The move is part of a larger rebranding meant to return the PepsiCo-owned soda to legacy associations such as the outdoors—while making it more approachable and attractive to Gen Z, brand execs said. New packages are set to hit retail shelves beginning in May 2025. Shutterfly: The card and gift company released its 2024 holiday campaign, which happens to be the first work out of the new agency Quality Experience. It introduces a fake brand, “Meaningless Stuff,” to highlight how much impersonal gifting happens at the holidays. Noam Murro directed two 60-second spot, and the effort even includes direct mail pieces disguised as Meaningless Stuff mailers. Stanley: Ad Age’s Gillian Follett speaks with Graham Nearn, chief brand officer at Stanley, about how the brand is moving beyond viral TikTok moments to focus on new marketing mediums and product development. Toyota Paraguay: The automaker’s indestructibility is mythic in Paraguay. So, characters from Guaraní mythology—Jasy Jatere, Pombero, Mbói Tu’i and Luisón—put its vehicles to the test in an epic superhero-like spot (below) from Oniria TBWA. Wendy’s: The fast food chain is introducing a Krabby Patty Kollab Burger—part of a “SpongeBob SquarePants” partnership—and teased it with an awesome spot (below) from VML, which is a tribute to the cult favorite “Krusty Krab Training Video” from a 2002 episode of the show. See yesterday’s roundup here. Contributing: Jon Springer Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here

13 creative campaigns to know about today

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