Work of the Week: 15/11/24
It’s been another busy week at LBB HQ. As the holiday season kicks into gear, brands across the globe are stepping up to deliver some of their best work of the year – but there’s also some fantastic non-holiday themed work too. This week, our selection brings together Tesco’s gingerbread-themed heart tugger, PlayStations exploration of play, and Tonal’s haunting bash at archaic workouts – all while ALDI Australia pushes out the (gravy) boat. We see major retailers like John Lewis spin a Narnia-themed tale, while Disney leans into the whimsical, capturing the magic of childhood, friendship and imagination.
Disney - The Boy & The Octopus
Disney’s festive storytelling peaks with Taika Waititi’s ad, delivering an endearing story of whimsy and warmth. The ad centres on a young boy who discovers friendship with an unusual creature – an orange octopus who attaches itself to the boy's head. In classic Waititi fashion, this tale is brimming with charm. The heartfelt narrative is balanced with moments of humour. It’s a beautiful homage to childhood wonder – Christmas storytelling done right!
John Lewis - The Gifting Hour
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This one has had the LBB group chat debating from the wee hours of this morning when the spot was released. Let’s say there’ve been mixed reviews. It’s a story of sisterly love set to the nostalgic notes of Richard Ashcroft’s ‘Sonnet’. It follows a woman who revisits family memories in order to find the perfect gift for her sister, which she’s rushing to get before the shop closes. With themes of thoughtful gifting and emotional bonds, it culminates in the perfect find, and a massive hug.
Tonal - Stop Working Out in the Past
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In a welcome break from the Christmas content, Tonal’s latest campaign works to challenge what fitness means for the modern era. Forgoing outdated gym tropes, the ad positions Tonal’s intelligent strength-training system as the antidote to traditional workout routines. The black and white film feels eerie and haunting, with extra points for out-of-box thinking. Fitness ads can be quite formulaic, so this feels totally different.
PlayStation - Play Has No Limits
Created by adam&eveDDB and directed by Frédéric Planchon, the ad transforms an ordinary city into a playground. With everyday objects like dustbins and staircases morphing into basketball hoops and slides, the film brings palsy into every aspect of life. Celebrating the joy and freedom that PlayStation brings to fans, the campaign invites viewers to embrace play in the smallest most unexpected places – highlighting that fun is always in reach.
Tesco - Helping Feed Your Christmas Spirit
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A personal favourite. It has everything a good Christmas ad needs: family, grandparents, a little bit of sadness, and prevailing joy. Visually, it’s a heartwarmer, paired with an auditory foot-tapper in the form of a Gorillaz soundtrack. It isn’t overly product-focused despite most of the scenes turning into gingerbread at one point or another, instead, it hinges on common emotions that most of us can tap into. The spot follows Gary as he rediscovers his festive joy. When his grandfather gives him Tesco’s gingerbread men, Gary’s world transforms into a gingerbread wonderland. Yet, his Christmas spirit dims and he reflects on his grandmother’s absence, only to be rekindled by reviving their shared gingerbread-building tradition.
Telstra - Together is for Christmas
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Telstra’s new ad, crafted by Bear Meets Eagle on Fire and +61, introduces audiences to a charming, fable-like story centred around a donkey who accidentally swallows a phone playing, ‘Have a Holly Jolly Christmas’. The quirky mishap transforms the donkey into a local sensation as it ‘sings’ carols, spreading festive cheer throughout the town. It captures Telstra’s message of joyful connection, through humour and heart, reminding viewers to stay connected with loved ones at Christmas.
ALDI - Go A Little Extra
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ALDI’s latest holiday campaign in Australia goes big – literally – with a life-sized gravy boat. Created by BMF, the ad features a couple who take ‘bringing a gravy boat to dinner’ to the next level, by arriving at their Christmas gathering in a boat-sized vessel. The playful extravagance captures ALDI’s invitation to ‘Go A Little Extra’ – and it’s pretty hilarious. With ALDI’s signature wit, the campaign focuses on the fun of indulging during the festive season without overdoing the budget.
Kroger - Holiday Anthem
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Kroger’s festive campaign, The Case of the Disappearing Food, follows a young boy who discovers a neighbour feeling the weight of holiday loneliness. As he and his family prepare for Christmas, he quietly sneaks portions of their dinner to surprise her with a holiday meal, rekindling her seasonal spirit. Set to America’s ‘Lonely People’ the ad highlights food’s ability to forge connections and uplift those in need. Created by adam&eveDDB New York, the campaign offers a touching reminder to share love and kindness this season.
TEKLA - Holidays 2024
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Directed by Blinkink’s Jack Brown, TEKLA’s campaign offers a dreamy stop-motion story featuring a curious teddy bear navigating a world crafted entirely from TEKLA fabrics. Inspired by Hans Christian Anderson's stories, the journey brings familiar fairy-tale elements to life, including ‘The Princess and the Pea’, and ‘The Flying Trunk’. It’s all about quality and craftsmanship, with intricate fabric miniatures creating enchantment.
Gladiator II - Out-of-Home
In a topical departure from modern digital displays, London’s Piccadilly billboards turned to ‘stone’ for a unique campaign merging the ancient and contemporary words following the premier of Gladiator II. In collaboration with Refik Anadol, the digital screens were transformed using AI to simulate the look of Roman-era carvings, transporting viewers back to 211 AD. It certainly got heads turning.
