Work of the Week: 29/05/26
Coinbase – Hidden in Plain Sight
Chosen by Alex Reeves, managing editor, EMEA
I audibly groaned when I saw that Coinbase had put out another campaign. “Urgh, it’s probably going to be amazing,” I thought. I’ve become oddly resentful of how many humdingers the crypto platform has willed into being, even if I’m happy for the amazing creative talents that get to work on these briefs.
But then I watched the films that make up ‘Hidden in Plain Sight’. Directed by the undeniably great Steve Rogers, they’re works of art, critiquing our monotonous acceptance of the conventional financial system through their form, not just the message we hear via the voiceover. The visual trickery and unconventional representations of everyday life make you look twice, if not more.
This is advertising that you want to rewatch, scrutinise, and ponder.
Miracle-Gro – Come Back to Earth
Chosen by Laura Swinton Gupta, editor-in-chief
’Touch grass’. There’s no piece of modern advice more powerful. And if you can’t physically uproot yourself from your desk and go outside, maybe this commercial from Orchard Creative and production company Aspekt might help tide you over until you can. A worm’s eye view of a growing garden, bathed in an ASMR soundscape and no intolerable voiceover harshing our vibe, this is a genuinely mellow experience. Gardeners out there will be familiar with Miracle-Gro’s functional yellow and green branding, it’s a staple of sheds and greenhouses everywhere, but historically not necessarily a particularly exciting or emotional brand. So this is an intriguing sideways strategic step for the fertiliser and garden products brand, taking them to a more sensorial space, reminding us of the joy of nurturing a garden from the ground up.
Tesco – Now We’re Cooking
Chosen by Jordan Won Neufeldt, Canada reporter
As a person who’s fortunate enough not to face any accessibility issues in the kitchen, the ease of cooking is something I often don’t think twice about. I can see everything, I can hear stove timers, my hands work properly to cut vegetables… and that’s about that. So, this endeavour from Tesco and BBH London, I think, is absolutely brilliant. Where many of us take this ability for granted, 60% of disabled people face barriers when using online recipes. So, the decision to introduce 100 redesigned recipes alongside audio, Braille, ebook and smart-speaker formats feels both timely, and genuinely impactful.
The spot itself is awesome too, and I love that it exemplifies the brand’s commitment to accessibility in a fun way. But, it’s the scale of this initiative, and the potential impact it may have, which really speaks to me. I hope to see this make a genuine difference in the lives of many, and see continuous growth in the months to come!
Nike – England x Palace
Chosen by Scarlett Sherriff, reporter, EMEA
Wayne Rooney isn’t exactly the first person you would think of to perform Shakespeare. But clad in a Tudor ruff he demonstrates a surprising level of thespian prowess.
The spot, which comes as part of Nike’s World Cup campaigns collaborating with streetwear brands across Europe, whisks the viewer on a Blighty-inspired journey through Eastenders style weddings, Stonehenge folklore, and proudly reclaims St George’s flag (something which is too often associated with the far right when there’s no international football on).
Yes, Wayne Rooney might not be Laurence Olivier, and the skull he’s holding is more commonly associated with Hamlet than the Richard III speech he delivers, but that’s part of the patriotism and beautifully English irony. Nike just gets it.
Hiscox – The Most Disastrous Campaign Ever
Chosen by Sunna Coleman, reporter, Asia
We all know it takes a lot for an advert to stand out these days. So Uncommon's latest iteration of ‘The Most Disastrous Campaign Ever’ for specialist insurer Hiscox feels like a smart move.
With the brand airing on TV for the first time in over a decade, the campaign is made up of a series of ads with obvious mistakes – such as an upside down ad, an ad in the wrong language, an ad without video. The disruptive move is bound to peak audience curiosity among a usual string of standard spots.
The concept helps represent the real risks that businesses face, placing Hiscox insurance as vital support.
Fazer Leipurit – Livestream
Chosen by Zara Naseer, writer, editorial strategy
The promise of fresh bread is a powerful thing. I remember hearing about how supermarkets waft its seductive scent out the door in order to entice a defenceless public. This campaign from Finnish bakery Fazer Leipurit does a similar thing, but visually, hypnotising potential customers by broadcasting its bakers at work.
Together with agency SEK, Fazer launched an overnight livestream directly from one of its in-store bakeries to prove that its bread really is baked from scratch on site. This was shared not only on social media, but also on digital billboards across Helsinki metro stations, luring bustling rush hour commuters into a doughy daze. Deliberately slow – in real-time rather than cut up into a bitesize ad – it serves the public an escape from modern-day mayhem, and the brand an innovative way to prove its premium label.
Chobani – Feed the Dream
Chosen by Paul Monan, head of creative excellence
With the men's FIFA World Cup 2026 kicking off in just under two weeks, we've effectively reached saturation point for branded football content. Amidst a deluge of frenetic, fast-paced ads, Chobani - the official nutrition partner of US Soccer - and Uncommon New York have opted to slow things down.
This is not about the action that takes place on the pitch. Instead, it chronicles the journeys a hat-trick of players have taken to get there. The brand invited three artists to slow things down in a fully fledged 360 campaign. Through a trio of media - bespoke jerseys, portrait collages and documentary films - the stories were told in a way that eschews category tropes.
The final product is a beautiful, meticulously crafted campaign that feels authentic, human and raw. It cuts through, offering a refreshingly different take in a crowded sporty landscape. Not bad for a yoghurt brand.
Etsy – Ministones
Chosen by Cathy Meyer-Funnell, reporter, EMEA
Orchard and Jess Kohl’s ad for Etsy spotlights the trials and celebrations of being real in a glorious antidote to AI slop and unattainable perfection. As well as being extremely timely for a chronically online world, this campaign draws attention to the little achievements in life that often get overlooked; the heartbreaks that shape us, the friendships that never let us down, even our furry companions and their undying loyalty. The use of natural light and the casting of real-life family members and couples is a beautiful tribute to Etsy’s message of prioritising the personal over flashing the cash. It’s easy when scrolling social media to compare our lives to meticulously curated feeds and highlight reels (guilty as charged) but if we’re being honest with ourselves it’s the moments of quiet contentment in between that truly make us human. Etsy’s film shows that life may not always be perfect but it is joyous, just like a cup of tea in your favourite mug or a keyring given to you by your best friend that never fails to make you smile when you unlock your door.
Lyka – Poo Glorious Poo
Chosen by Tess Connery-Britten, news and features editor, AUNZ
I’m not quite sure I can describe the feeling of seeing a campaign titled ‘Poo Glorious Poo’ land in your inbox. I was certainly intrigued.
In a category full of emotional storytelling, slow-motion shots of pets giddily running to their owners, and sincere voiceovers about love and companionship, a dog poo-inspired musical (or ‘poo-sical’) set to the tune of ‘Food Glorious Food’ from ‘Oliver!’ certainly stands out.
The film from 72andSunny Sydney -- the first work as part of a project-based partnership -- uses all the joy and colour of a Broadway production to rejoice in really great dog poo.
The spot commits to the bit: there’s music and composition by Elliot Wheeler (‘Elvis’, ‘Strictly Ballroom’), choreography by Josh Cesan, and direction from Joel Kefali via Good Oil.
As Lyka CMO, Cam Luby, told LBB, “The clearest and most honest day-to-day signal of a dog's health is their poo. Every dog parent knows it.”
Equal parts absurd, catchy, and deeply relatable for anyone who has ever walked a dog, the campaign understands that audiences respond to brands that entertain them -- even if the subject matter stinks.
