Work of the Week: 02/02/24
After the longest January in history (seriously, what was up with that?) February has finally come around, bringing with it one of the biggest events in the advertising calendar: the Super Bowl. And although there's still over a week to go, the ads, teasers and trailers are starting to come in thick and fast. Some brands, like Budweiser, have even released their full big game spot already, giving us an early taste of the pageantry, celebrity and consumerism that's to come.
The beer brand and agency FCB New York has brought back the iconic Clydesdales for this year's Super Bowl, meanwhile peanut butter brand Jif has teamed up with BBH USA to help save neglected celery sticks from the snack platters of football fans across America. David and Victoria Beckham have even made an appearance, recreating their viral clip from the 'Beckham' Netflix documentary for Uber Eats' big game teaser.
But before we get ahead of ourselves, one brand has stood out this week with an array of well-crafted ads, spanning different countries, languages and genres. And that brand - you'll be quite unsurprised to hear - is Apple.
The tech company has been hard at work promoting the new iPhone 15, and doing so on a global scale. To coincide with the Lunar New Year, Apple worked with TBWA\ Media Arts Lab in Shanghai and Singapore to create a short film and a music video, and has also released a more traditional TV commercial in Australia, created with the agency's Sydney office. All three make this week's selection, as well as a surreal French spot featuring oversized hats, bags and roller skates from Orange and Publicis Conseil that also highlights the power of the latest iPhone.
See all of these and more below.
Apple - 'Little Garlic'
To coincide with Chinese New Year, Apple teamed up with RadicalMedia director Mark Webb for its latest 'Shot on iPhone' campaign. The short film tells the story of a shapeshifting girl who overcomes the insecurities that many of gen z can relate to, all with a little help from her grandpa. Created by TBWA\Media Arts Lab Shanghai, the film sends a poignant message to start the year of the dragon, as well as showcasing what the iPhone 15 Pro Max is capable of.
Budweiser - 'Old School Delivery'
It's nearly the Super Bowl, and guess what? Just like the Kansas City Chiefs and San Francisco 49ers, Budweiser's iconic Clydesdale horses have made their triumphant return to the game of games. When a Budweiser delivery is put into jeopardy by a snow storm, the trusty horses come to the rescue - with the help of labrador, of course - and pull the barrels to a small town bar, much to the delight of the revellers inside. Created by FCB New York and directed by Academy Award-nominated and Emmy-winning filmmaker, Henry Alex Rubin, the spot marks the Clydesdale's 46th Super Bowl appearance and the brand's 147-year commitment to always delivering in the moments that matter.
Uber Eats - Super Bowl Teaser 'Be Honest'
Playing off the viral 'be honest' clip from the couple's hit Netflix documentary, Posh and Becks star in this 30-second teaser for Uber Eats' Super Bowl spot. Created by Special Group USA and directed by Jake Szymanski, the Beckham's hint that they'll be in an ad at the super big baseball game... or is it hockey-ball? Regardless, 'Jessica Aniston' is going to be there too. You don't want to miss it.
Orange - ‘See Life On The Bigger Side’
Gotcha! There's no escaping Apple this week. This may be an Orange ad, but like several of the others on the list, it's also promoting the latest features of the iPhone 15 Pro Max. Director duo Les Réalités go larger than life in this spot, created by Publicis Conseil. As the spot ventures through the streets of Paris, we see items 5, 10, 20 times their regular size - a giant cap, a man zooming around on oversized roller skates, a donut the size of a car. It's all a metaphor for the new iPhone's telephoto lens and Orange's buy-back programme, but the wacky visuals - brought to life by giant physical props - offer a dreamlike moment of surrealism among the hustle and bustle of the City of Light.
Jif - 'Save the Celery'
Led by creative agency BBH USA, peanut butter brand Jif is hacking "the biggest day of the year" by giving people a reason not to discard their leftover celery sticks. Often treated as the least welcome part of a Super Bowl snack spread - or a mere garnish for your Bloody Marys - celery is an unsung hero of game-day food. Now Jif's '#Savethecelery' campaign is looking to put an end to that with a heartstring-pulling ad and peanut butter giveaway - all in attempt to make peanut butter a must-have dip for the big game.
Apple - 'Swoop'
The iPhone feature at the heart of this spot, from TBWA\Media Arts Lab Sydney and Scoundrel's Tom Noakes, is the durability of its ceramic shield. A bike rider and her iPhone take a tumble after being attacked by a persistent magpie, but fortunately, the screen remains completely unharmed. It's the latest addition to the ‘Relax, it’s iPhone’ campaign down under, and will make you wonder: 'Is there an animal in Australia that isn't trying to harm you?'.
NSPCC - 'Not Letting Go'
Read more.In this emotional spot for children's charity NSPCC, Sex Education Star T’Nia Miller recites a powerful poem about the everyday realities of parenting, supported by striking stills and animations from award-winning artist Martina Lang. Written by Darren Smith, the poem delivers a powerful, authentic message that shows how the NSPCC understands the anxiety that parents can feel, and has the expertise to help them with parenthood.
Lidl Ireland - 'Get Behind the Fight'
Research has shown that more than half (59%) of the people in Ireland have never attended a women’s sporting event. So supermarket Lidl teamed up with Folk VML and the Ladies Gaelic Football Association (LGFA) to kick off a rallying cry for equality in the sport. The split screen ad shows the difference that equal fan support could make to the career and life of Cavan LGFA Player and Lidl Brand Ambassador, Ally Cahill, who eventually breaks through the 'negative' side of the screen to unleash the fandom. Elevated by 'Mandinka' by Sinead O’Connor, the film calls for fans to fill every seat at every Gaelic Football match, be it for men or women.
Apple - 'Don't Make It Complicated'
And of course, we have to round off this week's selection of top creative work with a final piece from Apple. This one is a music video from TBWA\Media Arts Lab APAC, and is the brand's first original work for Vietnam. Brought to life by Vietnamese-American filmmaker and director, Bảo Nguyễn, the video stars Hanoi-based rapper, dancer and singer, tlinh - and her new track 'Don’t Make It Complicated'. The protagonist, overwhelmed with rage and jealousy, experiences an internal war between good and bad - a tale that seeks to empower Vietnam's younger generations to find their strength within.
