Work of the Week: 13/12/24
Paddy Power - A Shirt’s Not Just For Christmas, It’s For Life
The trials and tribulations of a loyal football fan are put on display in this all too relatable Christmas spot from betting shop Paddy Power. The campaign, titled ‘A Shirt’s Not Just For Christmas, It’s For Life’, marks the brand's entry into festive advertising, and was created by BBH London, with production by Outsider and direction from Chris Balmond. Starring TV legend and football fan Danny Dyer and sports promoter Eddie Hearn, the film takes us back to the ‘80s before embarking on a 30 year history of the team’s highs and lows soundtracked by Bryan Adam’s heartfelt anthem, ‘Heaven’. It’s a gift for every football fan this Christmas.
Papaya – Swing
Calling for adults to let play back into their lives, this soaring spot from ad agency You’re The Goods for mobile gaming platform Papaya sees two young men compete to swing the highest on the world’s biggest swing over the streets of New York.
Advertising the launch of ‘Play On’, Papaya’s new brand platform, the spot recreates the familiar stomach-in-your-mouth feeling as you fall from a height, thanks to the stunt being captured in-camera by the stunt team responsible for ‘Dune’ and ‘Mission Impossible’. The campaign was directed by Nicolai Fugslig through production company MJZ.
HP – Tap
Tap tap tap. The sounds of frenetic typing on a keyboard are the inspiration for the Western plot that unfurls during this spot. The twist? The Western comes alive on the struggling screenwriter’s perfectly manicured fingernails.
Struggling to focus and put words to the page, HP’s AI PC technology comes to the rescue as its AI Companion turns research into inspiration. In an instant, her nails spring into action, as animated cowboys and horses duel, bringing the writer’s thoughts to life. This director’s cut is the work of Mackenzie Sheppard, with production from ProdCo and creative helmed by agency Droga5.
Montblanc – The Power of Imagination
In another instance of stories coming to life, Montblanc’s global Christmas campaign shows us the power of the imagination in transforming the ordinary to extraordinary. The work of production company 100% (formerly known as HALAL) director Alice Kunisue and art director Lorena Bolta, the spot takes viewers to a writer’s winter retreat, watching as he sits down to write and his scrawls turn into mesmerising festive scenes.
Roots of Empathy - ‘It Takes a Child to Raise a Village’
Did you know that empathy has declined a staggering 48% over the last 30 years? It’s a rate that continues to fall and, this week, independent creative agency Public Inc. decided to do something about it for its annual pro-bono holiday campaign. Partnering with children’s charity Roots of Empathy, this year’s campaign is named ‘It Takes a Child to Raise a Village’.
Directed by Drew Lightfoot, the spot takes viewers on a tour of a miniature Christmas village, a charming scene which is offset by the ugliest kind of human behaviour. Narrated by a Christmas carol-style poem, the campaign concludes by highlighting the solution to the problem – bringing empathy to classrooms and teaching kindness to the next generation.
Dutch State lottery - Give Each Other Some Luck
The Dutch State Lottery (Staatsloterij) unveiled its heartfelt campaign for its New Year’s draw this week. Featuring a touching neighbourly relationship, and two adorable dogs, the spot titled ‘Give Each Other Some Luck’ highlights the importance of generosity, togetherness, and small acts of kindness.
Created by TBWA\NEBOKO, the campaign is soundtracked by original music by Irish singer/songwriter Gavin James, which adds to the emotional narrative running throughout. The campaign serves as a poignant reminder of the value of friendship, and, to check in on your neighbours.
PENNY – Wonderful World
Continuing the theme of making the world a better place is the Christmas campaign from German discount grocery chain, PENNY. This year’s campaign was created by Serviceplan Neo and is titled ‘Wonderful World’, thanks to the newly composed rendition of Louis Armstrong’s ‘What a Wonderful World’ which soundtracks it..
The work is dedicated to the volunteers, club members, and PENNY customers who support the Förderpenny initiative that has helped young people across Germany since 2015. Showing the different ways that Förderpenny changes young peoples’ lives, from sports clubs, scout groups to social events, the film shows the significant differences that donations can make, and the impact of adding wonder to children’s lives.
Mercedes F1 – Every Dream Needs a Team
Mercedes F1 team bid a touching farewell to Lewis Hamilton as their longstanding partnership with the seven-time world champion came to an end. Highlighting the unique bond between Hamilton and Mercedes – the longest and most successful partnership in F1 history – the poignant campaign celebrates some of the most iconic moments of the relationship.
Aptly named ‘Every Dream Needs a Team’, the campaign encourages and inspires people to follow their dreams, aspire to greatness, and remember the importance of having a team around you. Created by agency of record AMV BBDO, directed by Melina Matsoukas through Prettybird and scored by Stormzy’s ‘Blinded by Your Grace, Pt.2’, the spot is a fitting, sincere tribute to one of the world’s most well-known sporting partnerships.
