There’s also John Lewis’s nostalgic work featuring a century-spanning store window and One NZ’s dramatic ad following Jade’s quest for identity . In a new ad, Martha claims her secret pick-me-up is Pure Leaf Iced Tea / Credit: Pure Leaf Every week, The Drum picks the top global campaigns from our Creative Works. You can submit your new work here .
This week, a Jack O’Lantern takes over Ryan Reynolds’s Negroni Week , Bella Ramsey fronts sleek iPhone 16 ads and Shaquille O’Neal becomes ‘O’Deals’ for Klarna . John Lewis: Never Knowingly Understood by Saatchi & Saatchi John Lewis has launched its largest marketing campaign to date , marking the return of its century-old promise, ‘Never Knowingly Undersold,’ after a two-year break. The campaign, created by Saatchi & Saatchi, unfolds in three parts, beginning with a poignant ad that showcases a store window evolving over a century.
The window display transitions through various eras, highlighting iconic products and historical moments, including its role as a WWII bunker during the Blitz. The ad features Laura Mvula’s modern rendition of Paul Simon’s I Know What I Know, with narration by Bafta-winning actor Samantha Morton. Pure Leaf Tea: Martha’s Little Helper by Edelman This fall, Martha Stewart is teaming up with Pure Leaf Iced Tea for a digital campaign that showcases her go-to for staying cool and collected: Pure Leaf Unsweetened Iced Tea, affectionately called ‘Martha’s Little Helper.
’ Launched on Tuesday, the playful campaign features Stewart hiding bottles of the iced tea in whimsical spots around her estate, such as vintage books and garden shrubs, highlighting her daily routine. Stewart emphasizes the importance of small habits, like a midday bottle of Pure Leaf, in managing her busy life. Building on the success of last year’s ‘(Don’t) Do It Yourself (DDIY)’ series, the campaign includes a national sweepstakes where fans can win limited-edition Martha’s Little Helper bottles.
Developed by Edelman, the campaign underscores Stewart’s blend of quality and simplicity in daily living. Advertisement One NZ: Let’s Get Connected by FCB Aotearoa One NZ’s latest ad , created by FCB Aotearoa, transforms the concept of connectedness with an unconventional narrative. Instead of focusing on typical telecom themes, the 90-second commercial opens with a contemplative scene in rural Scotland, where Jade, a New Zealander, reflects beside a Highland cow.
Directed by Steve Ayson, the ad follows Jade’s emotional quest for identity sparked by a revelation from his parents, leading him on a suspenseful global journey. The ad ends on a dramatic cliffhanger, hinting at a series to come. Market research by Kantar suggests the campaign will stand out and drive interest in One NZ’s services.
Cuisinart: A Work of Cuisinart by Fallon Cuisinart’s latest campaign, ‘A Work of Cuisinart,’ playfully transforms air fryers into the new kitchen essential. The series of humorous and cinematic spots highlight the versatility of the Air Fryer Toaster Oven, portraying kitchen appliances in an emotional light. In the standout 30-second ad ‘New Flame,’ ovens are personified and left in tears as families fall for their new Air Fryer Toaster Oven, which can air fry, bake, broil, grill and toast without pre-heating.
Other spots, ‘Midnight Masterpiece’ and ‘Fry Revival,’ showcase the air fryer’s ability to turn any dish into a culinary delight and rescue leftover fries, respectively. Directed by Rami Hachache with high-end visuals by Mathieu Plainfosse, the campaign blends relatability with aspiration. Fallon, alongside production by Prettybird and editing by Union Editorial, crafted the ads to run on TV, digital platforms and social media, positioning Cuisinart as the modern kitchen’s heart.
Advertisement Maybelline New York/L'Oréal: Only Icons by Gotham Maybelline’s new ad, directed by Bardia Zeinali, takes a playful and dramatic turn by presenting their Instant Eraser concealer in the style of a fictional documentary. Featuring Naomi Campbell, Gigi Hadid, and RuPaul, the trailer builds suspense around a legendary icon, only to reveal that they are celebrating the OG concealer. This campaign marks a fresh approach for Maybelline, shifting from highlighting product benefits to showcasing it as a revered beauty staple.
The ad employs a mix of 35mm and 16mm film, broadcast cameras, Alexa and an iPhone to create its dynamic visual style. Klarna: O’Deals Klarna is ramping up its holiday marketing with basketball icon Shaquille O’Neal for its biggest holiday campaign ever , ‘O’Deals.’ Embracing his new persona as ‘Shaquille O’Deal,’ Shaq will lead Klarna’s first celebrity-driven Christmas campaign, aimed at promoting smart shopping, buy-now-pay-later services, and “giveback moments” in the US and UK.
Known for his engaging and high-energy ad presence, Shaq will leverage his entrepreneurial savvy to highlight Klarna’s exclusive deals and festive offers. The campaign, which will be featured on TV, digital platforms and out-of-home media, marks Klarna’s boldest marketing effort yet, following previous celebrity collaborations like Paris Hilton’s Y2K-themed event. Catch up on the most important stories of the day, curated by our editorial team.
See the best ads of the last week - all in one place. Learn how to pitch to our editors and get published on The Drum. Apple: Custom Memory Movies iPhone 16 Pro by TBWAMedia Arts Lab Bella Ramsey stars in Apple’s latest iPhone 16 campaign , featuring three short ads that showcase different aspects of Apple Intelligence, the company’s new AI platform.
Following Apple’s September event, the ads, directed by Emmy-winner David Shane and Oscar-winning cinematographer Erik Messerschmidt, illustrate how AI can enhance everyday life. The campaign will be broadcast across various platforms, including YouTube, online video, select cinemas and social media. Additionally, Apple has collaborated with The Weeknd on a music video for Dancing in the Flames as part of the ‘Shot on iPhone’ series, created by TBWAMedia Arts Lab in Los Angeles and Sydney.
Aviation Gin: Negroni Week by Maximum Effort Aviation American Gin has launched a whimsical Halloween-themed campaign for Negroni Week, featuring co-founder Ryan Reynolds and his new character, Tony O’Groni – a towering scarecrow with a Jack O’Lantern head. In the playful spot, Tony insists on his identity and humorously refuses to make a martini, much to Reynolds’s frustration. This marks Aviation American Gin’s second year sponsoring Negroni Week, which supports charitable causes like Slow Food.
The campaign, produced by Reynolds’s agency Maximum Effort, showcases the brand’s take on the classic Negroni – a mix of Aviation Gin, bitter aperitivo and sweet vermouth – and encourages fans to enjoy the cocktail while supporting a sustainable food system. The video is live on digital and social media platforms. Visa: Origin Story by Wieden+Kennedy Portland Visa is unveiling its new campaign, ‘Origin Story,’ during the AFC East game between the Buffalo Bills and the Miami Dolphins, kicking off the second week of the 2024 NFL season.
The ad features a nostalgic look at the Pittsburgh Steelers’ mascot, Steely McBeam, as he embarks on his journey from a young steel worker to the iconic mascot. Driven by his passion and Visa’s touch-pay app, Steely designs his own mascot outfit and triumphantly debuts at the Steelers’ stadium, embodying Visa’s message that small steps lead to significant change. Created by Wieden+Kennedy Portland, the campaign highlights Visa’s mission to support personal progress and dreams through everyday transactions.
The ad will be broadcast nationally across various platforms, including online and social channels. Virgin Active: Leave the Cult, Join the Club by We Are Pi Virgin Active’s bold new campaign, created by Amsterdam-based agency We Are Pi, challenges the clutter of wellness advice with its provocative ad, ‘Leave the Cult, Join the Club.’ The spot addresses the confusion and toxicity of fitness fads and social media, positioning Virgin Active as a straightforward alternative.
Gabi Mostert, group creative director at Virgin Active, emphasized the campaign’s blunt message: “We’re fucking sick of it too,” inviting people to experience their clubs without the noise simply by focusing on what feels right for them. The campaign, launching in September, will air across TV, online platforms, video-on-demand and digital out-of-home in multiple countries, with a follow-up phase beginning in the new year. Seeking more creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.
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