10 creative campaigns to know about today

Among today’s creative highlights, Pete Davidson finally makes a commitment (to Verizon); Mentos resurrects its iconic “Freshmaker” jingle; Special Australia introduces Bonds underwear to the U.S.; and Erich & Kallman unveils its first spots for Taylor Farms. Bonds The Australian underwear brand launches in the U.S. with ads from Special Australia starring Robert Irwin (son of Steve Irwin) and singer-songwriter Tkay Maidza. The ads co-starring terrifying wildlife and challenge Americans to be as laid back as Australians are. Finnish Long Drink The gin-based ready-to-drink cocktail brand is taking a stand against efforts to re-engineer the standard golf ball so it doesn’t fly as far—by making a ball that goes even further. The campaign includes a farcical video from agency Good Conduct and production company Ritual Film. Maru-Hi Maru-Hi is Suntory’s flavored malt beverage meant to capture Tokyo’s izakaya bar culture—and as such, it is meant to be enjoyed after dark, with friends. New advertising from Argonaut uses anime to tell the story. Mentos The candy brand is bringing back its iconic “Freshmaker” jingle from 35 years ago in a series of influencer videos by Adam Waheed (below), That’s a Bad Idea and Aubrey Gavello. The jingle was also resurrected on audio streaming platforms iHeart Radio and YouTube Music. Natural Light When Natural Light said it was “going craft” on Instagram on April 1, it wasn’t entirely an April Fool’s joke. Anheuser-Busch InBev’s macro light beer announced on April 2 that “Home Improvement” star Richard Karn would be its new “craft ambassador,” hosting a social media series on home project advice for Natty’s DIY fans, and promoting a sweepstakes giving away a $10,000 garage/workshop overhaul. Red’s All Natural The burrito maker has fallen in love with air fryers, which cook up the product nicely. To express its affection, it’s now teamed up with luxury lingerie brand Thistle and Spire to make a line of lacy air-fryer lingerie. Joan Studios created the campaign. SickKids Foundation FCB Canada helps the Canadian hospital’s foundation celebrate 150 years with a rousing film about fighting for children’s birthdays. Taylor Farms The salad brand launched a campaign called “Get Your Salad Together” from Erich & Kallman. In one spot, bystanders applaud when one shopper chooses to buy Taylor Farms salad. In another, a kid is quite literally beside himself to know the family will be having Taylor Farms salad at dinner. The spots were directed by Taso Alexander with the production company Arts & Sciences. Ugly Estates Wine Gallo and Maximum Effort have teamed up to launch a new wine called Ugly Estates. Rather than packaging the product in expensive bottles, the brand is using one-liter Tetra Paks—which means you get 33% more wine than a standard bottle. The brand’s first campaign stars Peggy the Hairless Pug, famous for her role as Dogpool in the “Deadpool” movies. Maximum Effort is a business partner in the venture, not just the advertising partner. Verizon Known commitment-phobe Pete Davidson has found someone he can count on—Verizon—in a fun pair of spots from Ogilvy New York. The brand is working with Davidson to announce Verizon’s new three-year price guarantee for everyone.

10 creative campaigns to know about today

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