Work of the Week: 10/10/25
Spotify Advertising - Tunetorials
Chosen by Alex Reeves, managing editor, EMEA
I’m picturing a party of media planning royalty, shuffling across a sticky floor club to this playlist about how to maximise your marketing ROI via the suite of tools for advertisers that Spotify offers. I am genuinely enough of a loser that I want to be at that party. And you’d better believe my shoulders would be moving. Maybe my hips after a couple of Don Draper-style old fashioneds. But actually, I don’t think that makes me a loser, because these songs, ‘How to Run a Multi-Format Campaign’, ‘How to Measure Campaign Performance’, ‘How to Drive ROI With Your Campaign Setup’ and more, are all stone-cold stonking bangers.
Spotify being Spotify, great music was never going to be a compromise in this campaign. written collaboratively by Spotify, FCB New York and the artists, the songs blend musical authenticity with practical media advice. And the music videos are equally uncompromising, making me wonder whether the artists are going to end up promoting Spotify’s B2B offering at future gigs. It seems a shame for fans to miss out, because they’re great.
Burger King - It’s Only Natural
Chosen by Paul Monan, head of creative excellence
This one brought a smile to my face. A simple insight: kids want what their parents have. And in this case that just so happens to be a Whopper. Dubbed 'It's Only Natural', the campaign is centred around a montage of clips, captured on smartphones, that show babies and toddlers reacting to their burger-eating parents. There are plenty of outstretched arms, open mouths and drooling tongues as the little ones make a play for their own bite. It's a charming little campaign from the team at INGO that's built on real (and incredibly cute) reactions.
Olga Basha - New Jeans
Chosen by April Summers, North Americas features lead and Canada reporter
This is exactly my kind of humour. ‘Man Eats Bogies in Unforgettable Case for Olga Basha Jeans’ – yes. Bogies? Plural? C'mon then, let's have a look.
Everything about this offbeat, dead-pan ad feels effective. I can tell as soon as it starts that I'm probably going to be convinced by it. From the suspense-driven drumbeat in the background, to the dry humour of the script and the even drier delivery from a pitch perfect cast. It’s shot masterfully, by Matias & Mathias, and framed effectively but also cinematically, to ensure both the humour and the jeans in question have their time in the spotlight. I never thought a story about two friends observing a love interest’s filthy little nose-picking habit would be such an effective way to sell jeans, but sure enough, the film has officially implanted this brand into my hippocampus. Just hope he didn’t really wipe bogies on those jeans, ‘cause they cute.
Skip - Writers Room
Chosen by Jordan Won Neufeldt, Canada reporter
I can’t overstate just how much I love this work. First of all, it’s hilarious – which isn’t a surprise given the track record of Seth Rogen and director Evan Goldberg – but the decision to ruin common movie setups and tropes because a delivery service happens to exist? Certainly enough to get a solid laugh out of me, especially with the quality craft work supporting the message.
I also appreciate that, per creative agency Courage’s intention, the spot doesn’t feel like a blatant endorsement, or the brand attempting to wow people with star power alone. We see enough of those ads every year (especially when a certain major sporting event comes into play), so it’s refreshing to take in a celebrity-led film which actually fuses good writing into the creative process, thereby developing something authentic to the headliner’s tone, yet entirely original in premise.
Beyond all that, however, it’s just an accessible concept, and something that most people with a sense of humour will be able to connect with, and appreciate. When I first shared the spot with my colleague, her first reaction was telling me how effectively it captured the comedic tone and vibe of Seth and Evan’s latest Apple TV smash hit, ‘The Studio’. The thing is, I’ve never watched an episode of the show, and still loved the work from the first go round. This is the ultimate proof that ‘Writers Room’ offers a little something for everyone, which is fundamental for most advertising, but especially important when trying to market a nationwide delivery service. Well done to all involved!
Aldi Süd - Sustainability 2025
Chosen by Aysun Bora, Germany reporter
Wow, this one immediately made me feel nostalgic. The Sustainability 2025 campaign for the supermarket Aldi Süd is just incredibly lovely to look at; it leaves you in awe of the attention to detail, the beautiful transitions, and the colourful depiction of German produce. And honestly, if you're a German abroad, it also makes you feel slightly homesick. This campaign was an absolute highlight for me this week.
KFC - Hockey Smile
Chosen by Sunna Coleman, reporter, Asia
With ice hockey being Canada's national winter sport, KFC Canada is engaging with sports fans this season with 'Hockey Smile' – giving the Colonel a gappy grin using hockey tape.
I love how simple, playful and locally attuned this idea is. The adapted logo has been extended across store signage, buckets, packaging, OOH, social, rink boards, jumbotron footage, and sponsor segments for a season-long campaign, with accompanying 'security camera footage' films catching KFC employees and hockey fans tampering with the Colonel’s teeth.
Sims - Enchanted by Nature
Chosen by Abi Lightfoot, Americas reporter
The Sims is a place where intrusive thoughts win. Build a giant house just to set it on fire? Why not? A platform for creativity to reign free, The Sims put fan’s imaginations to the test as part of its ‘Romanticism’ campaign that aligned with the launch of its nature-themed expansion pack, ‘Enchanted by Nature’.
Appealing to lovers of the romanticism genre, EA and Droga5 turned The Sims into a Wattpad story. Written by NPC Mother Nature herself, the narrative stopped mid-swoon, challenging fans to finish the story by playing through the expansion pack and posting their outcomes on Tiktok with #SimYourFantasy. Then, the ending that was chosen as the winner was immortalised in a collector’s edition of ‘Foraging for Desire’, creating the first-ever video game romantasy.
Whilst this work certainly targets a niche audience, it highlights the impact of really knowing and understanding your community. The campaign generated 1.3M views, 44K likes, 700+ comments across TikTok and Instagram, and 8K reads on Wattpad – testament to the power of creativity and community.
Citroën - The Dreamer
Chosen by Olivia Atkins, EMEA news editor
Citroën and BETC Paris’ latest campaign for the C5 Aircross, directed by Fredrik Bond, is a masterclass in craft and originality. Seamlessly blending surrealism with humour, the film’s looping dream narrative keeps viewers hooked with perfect pacing and playful surprises, from oversized gnomes to floating teacups. With strong casting, the campaign feels grounded in spite of its surreal concept, with just the right balance of bemusement and wonder, while the nostalgic use of Richard Sanderson’s 'Reality' injects warmth and irony. Using this dreamlike sequence feels fresh for a car commercial, making this cinematic execution stand out within the category.
Uber - There Are Drivers In Your Area
Chosen by Tará McKerr, Americas reporter
No matter how much I wish I were the nonchalant kind, I’m the total opposite. A self-confessed lover girl who just loves love. That’s why I can’t help but swoon over this campaign for Uber, from the creative minds at Mother NY.
Setting out to win the suburbs where people typically use their own cars to get around, the films spotlight everyday situations where an Uber might be the better choice. The campaign features four 15-second films and one long form.It’s the latter, ‘In Good Time’, that steals the show for me. The explosions of relationships, both good and bad, take centre stage as this love story undergoes twists, turns, trials, and tribulations. Just at the moment we think all’s lost, a 20s flapper girl and an astronaut meet, and with mere moments to spare, love rears its willing head once more. A whirlwind to watch and a win for all involved in its creation.
