Among them are also Hellmann’s mayo-scented cologne and Liquid Death’s hot fudge sundae-flavored water . The Tennessee Titans quarterback fronts a spoof ad for a mayo-scented fragrance / Credit: Hellmann's Every week, The Drum picks the top global campaigns from our Creative Works. You can submit your new work here .
This week, Dirk Nowitzki showed how long Lufthansa's in-cabin beds are , the Ad Council exposed prevailing inequities affecting the LGBTQ+ population and Ken Jeong cameoed in Fabletics’ newest commercial . Fabletics: Scrub Up Fabletics Scrubs has launched its first celebrity campaign featuring actor and former physician Ken Jeong. The ad cleverly blends Jeong’s comedic talent with his medical background, drawing on his famous role in The Hangover.
The commercial playfully references Jeong’s iconic trunk scene from the film, while highlighting the comfort and style of Fabletics’ scrubs, designed for busy professionals. The campaign underscores the brand's rapid growth and ongoing commitment to expanding its medical apparel line. Hellmann’s: Will Levis No8 Parfum de Mayonnaise by Edelman In a quirky new campaign from Edelman, Tennessee Titans quarterback Will Levis stars in an ad that turns his love for Hellmann’s mayonnaise into a playful fragrance.
After going viral for adding mayo to his coffee, Levis now promotes a mock fragrance, ‘Will Levis No8 Parfum de Mayonnaise,’ with a whimsical ad featuring dreamy visuals and a cheeky tagline, "Smell like greatness." Directed by Steven Meizler, known for his work on The Queen’s Gambit, the ad humorously explores Levis’s mayonnaise obsession, with the scent available for purchase through Shopify for those adventurous enough to embrace the unique aroma. Adidas Originals: Arsenal.
An Original. Always. by The Midnight Club Adidas Originals has teamed up with Arsenal Football Club to celebrate the launch of their third kit with a slick new film from The Midnight Club.
Narrated by actor Will Poulter, the film showcases the new kit, inspired by Arsenal’s 1994-95 away design and featuring the Adidas trefoil logo. The film blends gritty, realistic scenes — such as greasy cafes and pub snooker tables — with subtle appearances of Arsenal’s canon logo and the trefoil design hidden throughout. While the film captures a down-to-earth, streetwear vibe, it highlights the kit's unique design, though it's unlikely to see action on the field.
Ad Council: American Dreams by R/GA Nearly a decade after the legalization of same-sex marriage, LGBTQ+ rights in the U.S. remain under threat, with rising hate crimes and insufficient protections in many states.
In response, the Ad Council has launched its ‘American Dreams’ campaign , which highlights the ongoing discrimination faced by LGBTQ+ individuals. Through three poignant ads, the campaign contrasts the idealized American dream with the harsh realities many LGBTQ+ people endure, from housing discrimination to workplace harassment. The initiative, an extension of the Emmy-winning ‘Love Has No Labels’ campaign, aims to raise awareness and inspire action against bias and inequality.
Liquid Death & Van Leeuwen: Hot Fudge Sundae Sparkling Water by Death Machine What do you get when you blend the rebellious edge of hair metal with the nostalgic charm of an old-school ice cream parlor? ‘ Hot Fudge Sundae Sparkling Water ,’ the latest collaboration between Liquid Death and Van Leeuwen. This unique drink, which combines the indulgent flavors of a hot fudge sundae with the refreshing fizz of sparkling water, offers a guilt-free treat at just 20 calories per can. The campaign, featuring a wild party-themed ad and bi-coastal pop-up events, marks a bold first for both brands as they venture into dessert-flavored beverages.
Lufthansa: Allegris by Serviceplan Group Lufthansa Airlines has launched a n ew global campaign to celebrate the debut of its Allegris cabin experience, as part of its ‘Yes’ brand platform. The campaign, which premiered on Monday, features a brand film starring former NBA star Dirk Nowitzki, highlighting the comfort and spaciousness of the new cabin. The film showcases passengers across all classes—first, business, and economy—enjoying personalized and enhanced travel experiences.
Directed by the London-based duo Nono & Rodrigo and featuring photography by Alice Moitié, the campaign emphasizes luxury and innovation while underscoring Lufthansa's commitment to elevating the passenger journey. Firehouse Subs: Hook & Ladder by The Orchard Creative Firehouse Subs has launched a humorous new ad campaign , led by Orchard Creative, celebrating its popular Hook & Ladder sub. The commercial features real firefighters—Captain Jake Stuart, Firefighter Carlos David Drouet and Firefighter Gloria B Smith—recording a jingle about the sub’s ingredients.
As the list grows longer, the firefighters sing faster, creating a fun and fast-paced spot that highlights both the sandwich and the brand's firefighting roots. Sizzler: Hungry for the Win by Mischief Sizzler has launched a humorous new spot called ‘Hungry for the Win,’ featuring MLB Hall of Famer Randy Johnson as an unconventional little league coach. The mockumentary-style ad follows Johnson as he attempts to inspire a struggling team, the River Dogs, in Simi Valley.
Despite their lack of success on the field, the campaign celebrates small victories, like scoring their first-ever run, with a feast at Sizzler. The campaign combines sports, comedy, and Sizzler’s signature menu, emphasizing that every win, big or small, is worth celebrating. DirecTV: For the Birds by TBWAChiatDay LA DirecTV’s ‘ For the Birds’ campaign returns with a twist, featuring football legend Deion ‘Coach Prime’ Sanders alongside the original avian duo, Steve Buscemi and Henry Winkler as the pigeons Frank and Bobby.
The new ad, ‘Coach,’ introduces Coach Prime as an animated character who joins the flock, adding a fresh dynamic to the campaign as it promotes DirecTV’s satellite-free streaming options just in time for football season. With a blend of humor and star power, the campaign continues to emphasize DirecTV's shift away from satellite dishes, now enhanced by a special collaboration with DraftKings for a football-themed fantasy contest series. On: To Chase a Dream by Park Pictures ‘ To Chase a Dream’ chronicles the inspiring journey of Dominic Lokinyomo Lobalu, from being an orphaned refugee to becoming a Swiss citizen and runner for the Refugee Olympic Team.
Directed by JM Harper and Hector Aponysus of Park Pictures, this film by Swiss sportswear brand On delves into the challenges and triumphs of Lobalu's career as a 5,000 and 10,000-meter specialist. Following up on their earlier documentary, ‘The Right to Race,’ the new film highlights Lobalu's training in Switzerland, his struggle as a stateless athlete, and his eventual victory at the European Athletics Championships. The film subtly integrates the brand while focusing on Lobalu's compelling story of resilience and hope.
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