Work of the Week: 07/06/24
This week's selection of top creative includes two revolutionary French car ads for Citroën and Renault, an inspirational new film for adidas starring football's rising star Jude Bellingham and voiced by David Beckham, and a 'Succession' parody from BBH USA for peanut butter brand Jif. The work also features representation from Poland and Brazil, with another innovative development in Mastercard’s 'Room for Everyone' platform from McCann Poland, and a stark anti-child gambling PSA from São Paulo's Africa agency. Not to mention, a second appearance from BBH - this time from its London office - with an off-kilter spot for gum brand Air Action Vigorsol that sees a mannequin get a fresh start as a curious human in a rigid world.
Check out the full projects below.
Air Action Vigorsol - Keep It Fresh
This comedic spot from BBH London, directed by MindsEye's Gustav Sundström, encourages people to be their freshest self. Set in a surreal city, a mannequin chews some Air Action Vigorsol gum and bursts free from his rigid life. Pairing the messages of authenticity and self expression with an off-beat sense of humour, the spot aims to "redefine freshness" - and give you a chuckle along the way.
Citroën - THE REVOLUTION
The gloriously defiant sound of David Bowie's 'Suffragette City' plays soundtrack to a rebellious group of drivers in Citroën’s whimsical new campaign from BETC Paris. Directed by Fredrik Bond, the spot introduces the new ë-C3 electric car as an aristocracy-upsetting vehicle of change, showing the cast of heroes steal the cars from a party of pastel, horse-riding bourgeoisie who run for cover as they make their chaotic escape - with a new set of wheels.
adidas - UEFA EURO 2024 Football Anthem
Created by TBWA\London, adidas' new brand film features current football stars, legends of the past, and next-gen trailblazers. Starring Jude Bellingham, Gianluigi Donnarumma, Ousmane Dembélé, Pedri and others, it aims to inspire the athletes to overcome pressure as the world looks towards the Euros and the Copa America. Narrated by David Beckham and accompanied by Queen and David Bowie’s iconic 'Under Pressure', the fast-paced scenes compel players to reframe pressure and instead focus on the rallying cry ‘You Got This’.
Renault - R5VOLUTION IS A FRENCH THING
Back with another French car brand and sticking with the typically French theme of revolution, Renault's latest spot from Publicis Conseil and Henry director Sebastian Strasser shows a man taking on an almost Sisyphean task - climbing a gargantuan tower of outdated gas-guzzling cars to reach an electric automotive paradise. The production team actually constructed a 10-metre tall mountain of cars, and even brought in an artistic director from Cirque du Soleil to assist the climb.
Mastercard Poland - Room for Everyone
Created by McCann Poland, Mastercard's new digital tool leverages the power of data to help Polish and Ukrainian businesses identify complementary locations to open shop in Poland. Named 'WhereToStart', the tool expands on last year's 'Where to Settle' platform that used data to help Ukrainian refugees find places in Poland to live beyond the most overcrowded cities. This latest development of the 'Room for Everyone' initiative will help people not just live in Poland, but thrive - although it does have big shoes to fill, as 'Where to Settle' earned the SDG Grand Prix and a Titanium Lion at Cannes last year.
Jif - The Merger
Led by BBH USA, 'The Merger' is a 360° campaign for J.M. Smucker's peanut butter brand Jif that rivals the stakes of your favourite business dramedy. Starring Succession's J. Smith-Cameron, the campaign follows the merger of two fictional companies: The Peanut Butter Group and Chocolatey Corp, including a short film that shows the chaos in the business world arising from the 'merger', a New York Times print ad made to feel like a press release from the real PBC Inc., and more.
Vivo - Vegas Generation
As young people become increasingly immersed in online gaming, global studies have revealed that children can spend more time and money, and experience more anxiety, than a professional gambler. To counter this, and help parents become more aware of the risks facing their children, ISP Vivo and the Brazilian creative agency, Africa, teamed up with São Paulo's Regional Psychology Council (the CRP-SP) to promote more conscious consumption of online games by youths. The hero film follows adults around a casino, playing slots, poker and other games, before revealing a child at a card table going 'all in', drawing comparisons with the effects of online gaming.
