Work of the Week: 09/01/26
Apple Watch – Don’t Give In
Chosen by Ben Conway, Americas reporter
The second Friday in January is ‘Quitter’s Day’, when many fitness resolutions fall apart. So Apple is positioning its Apple Watch as the ideal companion to keep you on track – despite the voice in your head telling you to ‘give in’. Created by Apple Marcom, this campaign’s three films, directed by Iconoclast director Alaska, visualise the internal battle that plays out mid-workout via a bar stool barreling after a jogger, a bed giving chase to an early-morning runner, and a recliner making sure someone picks up the pace. The spots are set to the energetic jungle beat of ‘Give Thanks, Give Praise’ by Young Franco, General Levy and Tommy Villiers, and are somewhat reminiscent of a UK advertising classic – Reebok and Lowe Lintas’ ‘Belly’s Gonna Get Ya’. We’re big fans of the slightly absurd visuals and the motivational energy from the music in these tight 15-second films that give a new rhythm to Apple’s usual product demos.
Perfect Bar – Short Shelf
Chosen by Abi Lightfoot, Americas reporter
I came to this spot somewhat blind, unfamiliar with both the product and newly crowned #shortking brand ambassador Harvey Guillén, but my goodness, did it deliver. Musical theatre-esque anthem that wouldn’t go amiss on a Broadway stage? Check. Relatable to the short kings and queens among us that cannot reach the top shelf? Check.
The campaign begins as Harvey struggles in vain to reach a Perfect Bar, positioned just out of reach on the top shelf, but in true musical theatre style, he doesn’t let his anguish go unheard. Instead, he opts for an ingeniously worded, impeccably choreographed plea to Perfect Bar’s corporate team to think about the short kings of the world. Created by MullenLowe in partnership with O Positive’s David Shane and BUTTER Music and Sound, the campaign has all the components of a musical theatre ‘I Want’ song: realisation, aspiration, conflict and resolution. I want all of it and more, and please, get this man on stage.
Lahori Zeera – Har Koi Peera Lahori Zeera 2.0
Chosen by Zara Naseer, EMEA Reporter
I'm a bit obsessed with this ad -- it reminds me of the absurd comedy classics of my childhood.
It's the second iteration of Indian spiced soda, Lahori Zeera's popular 'Har Koi Peera Lahori Zeera' campaign (translation: 'Everyone's Drinking Lahori Zeera'), which achieved viral success back in 2024 and now stands at 10 million YouTube views -- not bad for the challenger brand's first above-the-line campaign. Gathering together the winning team once more -- consisting of indie agency, Enormous, production company, Early Man Film, and director, Abhinav Pratiman -- it continues to imagine the consequences of Lahori Zeera addiction taken to surreal extremes.
The product itself isn't shown until a third of the way through, which is a brave decision I really respect. Instead, the ad opts to pique our curiosity, as we question why the characters are so calmly, yet violently, chainsawing, stabbing, and hammering holes into their valuable possessions. I won't ruin the reveal.
Experian – Better Your Story
Chosen by Zara Naseer, EMEA Reporter
I’m over finance brands rhyming at me, but I’m making an exception for this Experian ad. The tactile production design and dedicated use of puns have won me over.
As part of a broader brand overhaul, BBH remixed the classic nursery rhyme, ‘There Was an Old Woman Who Lived in a Shoe’, to tell the story of a mother empowered to make better financial decisions with the help of the credit score experts – personal pun highlights include ‘shoestring budget’ and ‘finances on firmer footing’. But the tale really comes to life via the visuals, directed by Tom Noakes through Business Club, which spotlight good old-fashioned set builds from Curious Productions, inviting us inside the cosy nooks of a larger-than-life shoe.
The film is accompanied by fairytale-inspired out of home urging passers-by to better their story, featuring ornate books titled ‘Goldilocks and the Three Bedroom Semi-Detached’, ‘Jack & Jill Went Up The Hill In Their New Convertible’, and ‘Snow White and the Seven Seater Sofa’.
Xbox – The Caretaker
Chosen by Alex Reeves, managing editor, EMEA
I play a lot of Xbox. I’ve always appreciated McCann’s advertising when it focuses on the escapes to meticulously crafted worlds that gaming offers. ‘The Caretaker’ is a captivating idea along these lines – an answer to the question “who cleans up the mess you leave in the wake of your in-game adventures?” It turns out it’s a dutiful caretaker called Norman. This lush film directed by Nicolai Fuglsig showcases the rich detail of gaming environments today, focusing on the wreckage that a tale of a saving the world can leave in each of them. With it being cold and blustery out in the real world where I live, these fictional lands (reached from the comfort of my sofa) are particularly enticing at this time of year. You’ve twisted my arm McCann London, I will play Xbox tonight.
Australian Lamb – The Happiness List
Chosen by Lilya Murray, AUNZ reporter
Australia might not be in the top 10 World’s Happiest Countries, but there’s plenty for Aussies to be happy about: free healthcare (handy if, say, a platypus bites you), getting paid more than Kiwis, and lamb chops on the barbie.
This year’s MLA ad captures Aussie culture in a clever way; it doesn’t lean into overly masculine or patriotic vibes, it acknowledges Indigenous cultures, and it’s littered with details that ensure each watch reveals something new.
It’s this balance of sensitivity and funniness I find most compelling, especially at a time division is all too common. Having already addressed division head on in its 2024 spot -- Droga5’s list of things we can all agree on makes the ‘cut-let’ for Work of the Week.
ITV – There’s No Place Like ITV
Chosen by Tará McKerr, Americas reporter
To launch its new brand platform, ITV has released a campaign from ITV Creative accompanied by a film by Stink set to a custom score from Soundtree Music. Hinging on humanity’s ancient, ever-present fixation with stories and storytelling, we see characters from times past alongside those of today, united by the same love of narrative and tale.
Positioning the broadcaster-streamer as the central hub for bringing audiences together in entertainment, the work marks the biggest push since the launch of ITVX in 2022. The film is set to be supported nationwide with over 50 OOH executions, radio, digital, and socials.
Equinox – Question Everything But Yourself
Chosen by Addison Capper, managing editor, Americas
This may be one of the first AI-led campaigns of 2026, but it almost certainly won’t be the last. Interestingly, Equinox and agency Angry Gods didn’t actually create any AI visuals of their own. Instead, ‘Question Everything But Yourself’ draws directly from public AI memes, placing them alongside imagery of very real human bodies. Admittedly, those bodies are so perfectly chiselled they caused a double take over which images are artificial and which are not – but given the client, that feels like an understandable indulgence. What's more, the work functions as commentary on the sheer volume and intensity of artificial content audiences now encounter daily across social platforms.
Farber Debt Collective – Break Up With Your Debt
Chosen by Zhenya Tsenzharyk, UK editor
Debt has a way of sneaking up on people. It starts small, easy to ignore or put off dealing with until later. Before long, it's a constant presence, impossible to ignore. Debt is also not a sexy topic to address, yet Farber Debt Solutions, with the help of The Local Collective, did it deftly in a series of new spots. Using the insight that a relationship with money is one of the longest we'll ever have, debt is represented as a partner who brings little to the relationship, like sitting idly beside a pile of laundry or stealing the covers in the middle of the night. The figure of debt, crafted from overdue bills, is featured across the three spots that feel like (really) short films – cautionary tales, really – crafted with moody lighting and languid camera work. It's a fresh approach to the category with a needed message that's more likely to be heard when delivered without preachiness.
