Work of the Week: 06/02/26
e.l.f – Melisa
Chosen by Zara Naseer, writer, editorial strategy
With many of us hotly anticipating Bad Bunny’s Super Bowl half-time show, the Spanish language is on everyone’s lips. I’ve certainly noticed an uptick in social media content helping people learn the Puerto Rican Grammy-winner’s lyrics so they can scream their hearts out come Sunday. Unfortunately, for many of us English speakers, that’s not so easy. It took me years before I could roll my ‘R’s.
This is the situation Melissa McCarthy finds herself in, in e.l.f. Cosmetics’ telenovela-inspired Super Bowl spot from 72andSunny Amsterdam and director Tim Heidecker of Tim & Eric, with creative consulting by Santiago Fabregas. Luckily, the hunky doctor in this two-minute drama has a secret weapon, guaranteed to fast-track her linguistic training: Glow Reviver Lip Oil. Cue an impassioned montage of the actress transforming into her increasingly glossy-lipped, Spanish-speaking alter-ego… Melisa.
There’s also an additional collab powering this fun and flirty goodness – all e.l.f. Beauty Squad loyalty members can now get a free month of Super Duolingo. No excuse not to learn now!
LEGO – Chinese New Year
Chosen by Sunna Coleman, Asia reporter
Big family festivities often revolve around a table – it's where the food is enjoyed, the connections are made, and the games are played. For Chinese New Year, LEGO casts the table as the star of the show and a place for creative play.
Transporting us from location to location, the film tells the story of tables across Southeast Asia that are transformed through hands-on creation. A glowing zoetrope of light and motion in Shanghai, a morin khuur recreation in Inner Mongolia, a marionette Lion in Guangdong, the world’s longest LEGO firecracker in Aba, and more. Each vignette gives us a glimpse into the endless ways that LEGO can create joy and bring people together.
What's even more impressive is that every LEGO creation in the film is real – built brick by brick, no shortcuts. A lovely reminder of the merit and magic of handcrafted creativity.
Claude – Super Bowl
Chosen by Laura Swinton Gupta, editor in chief
Forget D&AD Pencils. Forget Cannes Lions Grands Prix. Hell, forget Immortal Awards (No, actually, don’t do that!). There are few prizes in advertising as sweet as the tears of the competition. And AI giant Anthropic is positively bathing in them with the launch of their new Super Bowl ads for their platform Claude.
Just weeks after rivals OpenAI announced that they would start testing ads on ChatGPT, Mother London and biscuit director Jeff Low have imagined just how awkward, cringe and invasive ads on AI platforms could be. Claude’s business model is largely geared towards paying enterprise clients, so the campaign makes the point that they won’t have to rely on ad revenue. There’s a suite of spots, of which one will run before Sunday’s big game (‘How do I communicate with my mom?’) and one during (‘Can I get a six pack quickly?’). They don’t mention OpenAI by name, but CEO Sam Altman is certainly taking it personally, having posted a wall-o-text bemoaning the spots and calling them dishonest, with peak ‘am I bovvered’ energy. But even he agrees that they’re good, opening his diatribe with:“"First, the good part of the Anthropic ads: they are funny, and I laughed.”
Apple – Glad I Met You
Chosen by Laura Swinton Gupta, editor-in-chief
Things are looking lonely for China’s young adults, as single households are growing, and people report shrinking friendship networks https://jingdaily.com/posts/soul-social-app-china-friendship-recession. The most downloaded paid app in the country is called ‘Are You Dead’ and has been designed to check in with people terrified of dying alone and it going unnoticed https://www.bbc.co.uk/news/articles/c3381r5nnn6o. This year’s heartwarming Apple Chinese New Year film about a put-upon young woman finding an unexpected connection plays out against this background context, giving the comedic, beautifully crafted tale a poignant relevance. When she’s ambushed by the scrappy terrier Xiao Bai, she finds herself grudgingly rediscovering her backbone and spark and the pair forge a charming partnership.
Of course, as ever, it’s a demo of the power of the latest iPhone model, and the expansive story weaves together action, night shots and irresistibly cute stop motion animation. Crafted with care, it’s a story that’s full of warmth, empathy and humour. What’s not to love?
Xfinity – Jurassic Park…Works
Chosen by Cathy Meyer-Funnell, EMEA reporter
As a relative newbie to the advertising world I don’t think I had anticipated quite what a big deal Super Bowl is to this industry. Comcast Xfinity are also first timers to the sporting behemoth and have certainly pulled out all the stops by reimagining Jurassic Park with a stronger Wifi connection for their Super Bowl debut. Anyone familiar with Spielberg’s classic blockbuster will know that the trouble starts in the film when the power goes down at the park and the dinosaurs are free to escape their enclosures and run riot on the island. If only Xfinity had been there to power their systems and get everything back online before chaos ensued! The principal three characters - Sam Neill, Laura Dern and Jeff Goldblum - all reprise their roles, while the costumes and set design mirror the original 1993 as closely as possible. It’s a really fun tribute to the beloved film as well as having moments of genuine humour, like Laura Dern going for a run with a herd of gallimimus (admittedly I had to Google that one).
Squarespace -- Unavailable - a Requiem of Unrepentant Anguish
Chosen by Ben Conway, Americas reporter
I had the pleasure of going behind the scenes of this wonderfully melodramatic ad from director Yorgos Lanthimos, courtesy of Squarespace GCD Mathieu Zarbatany. "The humour came from taking something inherently dumb and inflating it until it felt monumental and tragic," he told me, discussing Emma Stone's wild performance.
And it really is the actor's performance that makes this for me. The brutalist mansion created by Oscar-winning production designer James Price is beautiful, indeed. And the black-and-white film stock and cinematographic choices create the perfect, surreal and slightly horrifying atmosphere. But at the despairing, broken heart of it all, is Emma Stone putting on a masterclass and elevating everything that surrounds her with joyful chaos.
It's another cinematic touchdown for the in-house creative team at Squarespace -- no flag on the play.
Waitrose – The Gastronaut
Chosen by Alex Reeves, managing editor, EMEA
I am such a fan of the tone and strategy that Wonderhood Studios is taking with Waitrose recently. The agency is really helping the higher-end supermarket to find a fun way to speak to its discerning customer base of food lovers. And this campaign about an astronaut who re-enters Earth’s atmosphere just so he can cook a tomato and chilli prawn linguine that he saw @WhatWillyCook making, is totally on the money. We loved Waitrose’s Christmas ad a couple of months ago for a similar reason – hitting all the beats just right. Plus, the writing. “I’m just picking up some bits for dinner.” I’ve chuckled at that several times at that line today.
Apollo – Alien Invasion
Chosen by Laura Swinton Gupta, editor-in-chief
When I pore through the week’s creative ads for work of the week, I try to step outside of my own subjective viewpoint to give whatever ad I’m watching a fair viewing. Try as I might, with this ad for Kiwi motorhome rental firm Apollo, I simply could not. Is it funny or is it funny to me? I… I’m just stumped. It’s so silly and it’s so a bit of me. From the three-buttocked alien to the grumpy wee Scottie dog refusing to be eaten, it’s packed with deadpan silliness,heightened by the adult animation stylings of director John Robertson. I’m in a very silly mood today and I’m eating it up. If I’m going to try and put my sensible critical thinking hat on, I’d say it’s got massive cut through and very unexpected for the category. But guys, if it was up to me it would get an Immortal Award for the pronunciation of salami sausage alone.
MANSCAPED – Hair Ballad
Chosen by Abi Lightfoot, Americas reporter
After MANSCAPED’s Super Bowl teaser left me feeling rather grossed-out, I was intrigued to see where the brand would take its beady-eyed ball of drain hair on advertising’s biggest night, which also happens to be its Super Bowl debut.
Therefore, it was a pleasant surprise to see these forlorn hairballs find their own personalities and voices for the Big Game as part of MANSCAPED’s ‘Hair Ballad’. Created by indie agency Quality Meats and directed by The Perlorian Brothers through MJZ, the musical spot dives into the emotional response that discarded hairs have after being detached from their person.
Quality Meats’ co-CCOs Brian Siedband and Gordy Sang told LBB’s Ben Conway that crafting each puppet required a “balance of designing them to look somewhat ‘realistic’ and grotesque but also lovable and empathetic.” You can see how they achieved it through this fun behind the scenes video.
Hims & Hers – Rich People Live Longer
Chosen by Tara McKerr, Americas reporter
I can’t help but be drawn in by some good old ‘eat the rich’ energy, and in this spot by Ways & Means, it’s served up on a silver platter. Directed by Felipe Lima and voiced by Grammy-winning artist, Common, the ad highlights the bleak case of healthcare inequity in the US. I'm impressed overall by the approach to the storytelling, and the audacious, beautifully grotesque shots and sounds - it's an film that makes you squirm in the best possible way. A front-runner for me this year, differentiating itself from the Super Bowl storm.
Pringles – Pringleleo
Chosen by Zhenya Tsenzharyk, managing editor
If I had to bet on one person having a good time right now my money would be on Sabrina Carpenter. Sure, she's not had the best luck with boys, and a manchild or two has crossed her path, but it's given her plenty of material to make some of the best pop songs of the past 12 months. Finally she's met her dream man; the stackable and snackable ‘Pringleleo’. (No points for guessing what he's built from.) In a spot directed by Iconoclast's Vania Heymann and Gal Muggia, who also directed the epic 'Manchild' music video, Sabrina enjoys a romance with the crunchy man. It all goes swimmingly for a while until she learns that her dreamy beau is irresistible to others before getting demolished by a group of girls. She doesn't dwell on the tragedy for too long and joins in with the snacking. truly a cloud with a silver lining.
Uber Eats - Hungry for the Truth
Chosen by Addison Capper, managing editor, Americas
There’s a small part of me that feels like I’m cheating by picking this, given the same campaign was a Super Bowl favourite last year. But that’s exactly why it gets my vote. Sustaining something at this level across two full NFL seasons, each ending on advertising’s biggest night, is no small feat. The overarching joke may stay the same, but the supporting ‘evidence’ is seemingly endless and consistently funny. The NFL Hall of Fame building shaped like a juicer is inspired. And this year adds another layer: a ‘Build Your Own Super Bowl Commercial’ in-app experience featuring nine talent cameos, more than 1,000 possible ad combinations and 36 hours of content, all feeding the wider ‘foodball’ conspiracy.
Starbucks – The Coffee Run
Chosen by Jordan Won Neufeldt, Canada reporter
While my nationality ensures my loyalty lies with a very different North American country going into the 2026 Winter Games, that doesn’t mean I can’t support this ad by Anomaly. It’s cinematic, it’s beautifully-shot by DIVISION US’ directing duo Julian & Quentin, and most of all, it’s fun. The idea of turning what should be a simple, single-stop coffee delivery into a multi-visit, sweeping journey through a snowy mountain town – complete with Olympic and Paralympic athlete appearances – creates both an entertaining narrative, and story that’s easy to get behind. And the tasteful elements like added texture, grain and imperfection, as well as the a cappella–inspired track gives it such a lighthearted feel. Certainly not a bad way to remind a country that you’re the Official Coffee Partner of Team USA!
Volkswagen – Drivers Wanted
Chosen by Olivia Atkins, EMEA News Editor
As if anyone could resist moving when hearing House of Pain’s iconic ‘Jump Around’, this campaign for Volkswagen captures that contagious energy and plants it firmly at the heart of the brand’s Super Bowl return. Johannes Leonardo’s revival of the late-’90s ‘Drivers Wanted’ platform feels timely and assured, using nostalgia not as a throwback, but as a cultural reset to pull viewers in. Leigh Powis’ direction keeps things intimate and warm, delivering a refreshingly human alternative to the Big Game category, acting as a reminder that audiences gravitate towards brands that align with how they feel and choose to engage with the world.
Novartis – ‘Relax Your Tight End’
Chosen by April Summers, lead writer, editorial strategy
As a Brit living in North America with no real understanding of The Big Game, I am forever tickled by the many double entendres peppered throughout the sport’s vernacular. Reassuringly, it seems I’m not the only one, as cheeky ‘tight ends' are the focal point of Novartis’ newest ad campaign in aid of prostate cancer screening awareness. For ‘Relax Your Tight End’ the official pharmaceutical partner of the NFL is tackling the topic with relatable humour and a high profile cast.
A collaboration between Fallon and PRETTYBIRD, the film stars current tight ends George Kittle (San Francisco 49ers) and Colby Parkinson (Los Angeles Rams), along with NFL greats Rob Gronkowski (Tampa Bay Buccaneers), Greg Olsen (Carolina Panthers) and Delanie Walker (Tennessee Titans), as well as Super Bowl-winning coach Bruce Arians. Having been diagnosed with prostate cancer in 2007 – an early detection saved his life – the American football executive and former coach brings his own personal connection to the commercial. As silly as the concept is, this creative strikes exactly the right tone, stating an inarguable case in favour of life-saving screenings.
Westpac – ‘Double You’
Chosen by Tom Loudon, AUNZ reporter
When financial stress is a persistent background hum and cost-of-living pressures turning admin into a chore, the language of banking swings between cold utility and unrelatable aspiration. Westpac has sidestepped both extremes by unlocking a simple idea embedded in its own identity for decades.
‘Double You’, transforms the bank’s iconic red ‘W’ from a solitary logo into a symbol of partnership -- a visual shorthand for the supportive collaboration customers are now actively seeking.
Building on its established platform ‘It takes a little Westpac’, the campaign reflects a clear insight: Australians feel stretched and burdened, yet cautiously optimistic. The execution leans into warmth and authenticity to ground this promise. In a deliberate move, all the ‘doubles’ featured in the campaign’s vignettes are real-life siblings, a choice that lends the work a relatable, human texture, distinct from stock photography. This authenticity extends to a bespoke, uplifting soundtrack crafted to capture the feeling of shared progress.
Life360 – ‘Fridge’
Chosen by Paul Monan, head of creative excellence
Of course, humour is subjective. I laughed at this. A lot. Maybe that says something about me? But Fridge is a continuation of Life360's signature style - turning parental anxiety into humorous and, in this case, twisted scenarios. Previous films, part of the 'Family-proof Your Family' platform, have taken a more musical tone, whilst this eschews the melodies. Instead we see not one but two parents falling victim to absurd domestic accidents - they shouldn't be funny but they are - which, to them, pales in significance knowing that their daughter (and her bag) are safe. Sure, it's silly, but Alto has delivered a subtle, stylish product demo which is an excellent build on the existing brand platform.
