Work of the Week: 23/01/26
Philippine Airlines – Safetynovela
Chosen by Zara Naseer, EMEA reporter
Airlines are getting increasingly creative with their in-flight safety videos, and this latest one – coming in the form of ‘The Safetynovela’ from Philippine Airlines (PAL) – is proving immensely popular. Joyfully playing with the nation’s love affair with telenovelas, it’s been all over socials, with even singer Charlie Puth declaring his love for it in the TikTok comment section.
In the battle for attention, BBDO Guerrero and PAL are keeping passengers enraptured by sneaking their all-important though admittedly dull guidelines into the much saucier highs and lows of a telenovela. One moment in particular made me cackle: when a single tear rolls down the shunned groom’s face, lands on his life vest, and triggers its light to shine. The lesson? “Your life vest will automatically switch on once submerged in water.” I’m entertained. I’m informed. I’m considering the Philippines as a holiday destination.
Panda Express – 2026 Lunar New Year Film: Wishes
Chosen by Tara McKerr, Americas reporter
This was such an easy ‘yes’ for the shortlist. The fully animated film follows a young girl who, while celebrating the Lunar New Year, is separated from her father, who has to rush off to work. The pace quickens when her wish to be reunited takes a physical turn. Holding onto a lantern, she levitates into the night sky, and we’re met with the level of drama made familiar to us by the likes of 90’s Disney.
It’s an endearing change of tone for a brand usually more acquainted with humour than earnest storytelling. It’s also a new take on the celebrated brand platform, “Have you eaten yet?” An all-rounder for audiences.
Elgiganten – Art Bait
Chosen by Sunna Coleman, Asia reporter
A smart use of local insight, Elgiganten's 'Art Bait' by NORD DBB turns common theft into an amusing lesson on protecting valuables. The campaign reveals that, in Sweden, great looking ads are often stolen off the walls to serve as posters in people's homes. In this, electronics retailer Elgiganten saw an opportunity.
By offering Nationalmuseum its advertising spaces to showcase some of the most sought-after artefacts and art, Elgiganten lured passers-by in, tempting them to steal the pretty posters off the walls. Once removed, another poster was revealed underneath, advertising the need for security products to help stop thefts.
IKEA – Affordable Masterpieces
Chosen by Cathy Meyer-Funnell, EMEA reporter
I’m not going to lie, I was in fact earlier this week bemoaning to a friend that I’ve never been a fan of IKEA as a shopping experience. However this clever campaign might just change my mind. Created by IKEA Alsulaiman in partnership with Mema Ogilvy, ‘Affordable Masterpieces’, launched in Saudi Arabia and Bahrain, shows paintings by the likes of Edvard Munch and Henri Matisse with items of furniture featured throughout that appear remarkably similar to those found in the Swedish homeware store. It proves the simple yet often overlooked truth that affordable doesn’t have to mean compromising on taste or function, or even a sense of humour. Most of us will never be able to afford to have a Paul Cézanne hanging in our home, but IKEA furniture is a far more achievable slice of luxury (and probably a lot more useful too).
Robitussin – Commuter Coughs with Subway Takes
Chosen by Zhenya Tsenzharyk, UK editor
Things I think about when on public transport: when did people stop covering their mouths when they cough and sneeze? We're definitely in the middle of cold and flu season and the assault of germs I try to dodge multiple times a week is going to get me sooner rather than later. I can feel it. 'Commuter Coughs with Subway Takes' summarises my feelings really well, with presenter Kareem Rahma delivering a '100% agree' verdict to the take that people with a cough should stay at home, maybe even skip the Zoom meeting. Embedded in the social video is an ad for cough medicine Robitussin, cooked up by the VML US team; a truly seamless integration that snuck up on me while I watched and nodded. Now that's good advertising.
Financial Conduct Authority – Emil the Seal
Chosen by Alex Reeves, managing editor, EMEA
Never underestimate a dad joke. “Check if it’s real, before you seal (geddit?) the deal.” Emil the Seal is old-school, almost groan-worthy as a joke about financial scams. But M+C Saatchi and the whole team behind this work has brought that gag to life with total commitment. Emil isn’t a mascot. He’s a visual reminder, aggressively interrupting financial silliness and delivering a well-deserved wake-up call. The visual pun is backed up with slapstick comedy in its purest form. This aquatic mammal is slapping people out of being duped.
Emil is a giant rubber puppet with oddly dead black eyes. That makes it even funnier. And with Thomas Ormode at the helm, the film looks nothing like the public service announcement that the seemingly dry-sounding Financial Conduct Authority might be expected to put out.
Big admiration to the FCA for agreeing to shift their strategy from scam awareness towards a character that we can all internalise when we start getting dollar signs in our eyes. And well done to everyone who brought Emil to life. We hope he sticks around.
Bud Light – Cheffin’
Chosen by Abi Lightfoot, Americas reporter
What do you get then you put Peyton Manning, Post Malone, Shane Gillis and a keg of Bud Light in a car together?
Answer: the most catchy song of all time. Who knew the lyrics, “Tapping the Keg. A little tippy tappy” could provide such enjoyment? Marking the return of iconic trio Peyton, Shane and Post Malone for Bud Light at the Super Bowl, the teaser trailer sees the group travel to a wedding together, complete with the ultimate gift registry request – a Bud Light keg. It’s a silly piece of toe-tapping fun from the brand, and I’m excited to see where it goes next on February 8th.
Dos Equis – Least Most Interesting Man
Chosen by Ben Conway, Americas reporter
The ‘Most Interesting Man’ is back! 10 years after the long-running character-turned-internet meme stopped appearing in Dos Equis’ marketing, LePub New York has revived him, and restored his mojo.
It all kicked off with a teaser phase across TV and socials, showing how the MIM had lost his spark, filling his days with ships in bottles, ironing, and plain yoghurt. A 60-second hero film, directed by SMUGGLER's Ivan Zachariáš, then launched during the College Football Championship game. ‘At Long Last, He’s Back’ showed how the MIM regained his memory and returned to his former glory with one sip of Dos Equis.
The relaunch isn’t just blind nostalgia either, but a social-first revamp inspired by a Dos Equis survey which found that 84% of consumers exposed to the original MIM campaign wanted to see a return. Luckily, fans will be seeing a lot more of the MIM throughout 2026.
KFC Canada – Matty’s KFC
Chosen by Jordan Won Neufeldt, Canada reporter
It’s always tough breaking a piece of news where you really like the campaign. Don’t get me wrong – in some ways, it’s easier to write when you’re passionate, but at the same time, you’re not allowed to let that show. It’s not your job as a journalist, after all, to tell people what you think of the final product. So, I am pleased to officially report on the record, I freaking love this work from Courage for KFC! The entire premise of the Colonel losing a restaurant to Matty Matheson in a bad gamble is hilarious, and it really does feel authentic to the celebrity chef (especially in a season of gratuitous cameos for the sake of big names). Loud, over the top, fun, well shot by Spy Films’ Henry Scholfield, and packed full of delicious-looking food items, it’s a treat for the eyes, and will more than likely put a smile on your face. At least, it did for me!
(Also, according to my colleague Alex Reeves, the song used is 'Hail Destroyer' by Cancer Bats – a Canadian hardcore band that Matty Matheson used to tour with/is good friends with. What a cool additional Easter egg to throw in!)
Bell – Let’s Talk
Chosen by Addison Capper, managing editor, Americas
Bell's sixteenth edition of its 'Let's Talk' initiative spans an impressively broad ecosystem, from TV, radio, digital, OOH and print, to on-the-ground activations in cities including Toronto, Montréal, Vancouver and Halifax. Created by LG2 for Canada's largest communications company, the campaign promotes more open conversations around mental health with phone booths inviting quiet conversations, pet-therapy pop-ups, a surprise Jamie Fine performance and donated national media placements for more traditional mediums. All of these reinforce a gentle call to action: 'Take a moment to…'.
Flipkart – Chaanta Classes
Chosen by Laura Swinton Gupta, editor in chief
There are few brands as prolific in their advertising as Indian e-commerce marketplace Flipkart. Often bombastic and cheeky, humour it’s a brand that has a lot of fun with its agency (the agency formerly known as DDB Mudra, now part of BBDO Group… I think). The most recent outing is based on a universal insight - that for most of us, when our appliances are on their last legs, our go-to repair technique is to give them a good thwack or, in Hindi, chaanta. There’s some great moments in here, not to mention a great comic performance from cricket megastar Harbhajan Singh, who takes on the role of instructor of the chaanta class. It’s a sign of the strength of the directing and performances that the ad got chuckles from both those who did understand the language.
Les Producteurs de lait du Québec (Quebec's Dairy Farmers) – New Generation
Chosen by Paul Monan, head of creative excellence
I’m not sure the last time I saw a three minute film championing dairy farming. And I’m certain I haven’t seen one as beautiful as this (to be completely honest, I’m fairly certain I’ve never watched a three minute film about dairy farming at all). This is just gorgeous from start to finish. Produced by Denim for Les Producteurs de lait du Québec (Quebec's Dairy Farmers), it explores the story of a father and daughter’s relationship and their relationship to the family farm. It has no right to be this cinematic but hats off to director Vincent René-Lortie. A film that I had great pleasure in sharing with others.
Croser – Vignettes of Australian Luxury
Chosen by Lilya Murray, AUNZ reporter
Evocative, artistic, moody, and colour-drenched vignettes turn Aussie moments -- a barbie in the backyard with hills hoist front and centre -- into Slim Aarons-esque scenes in TBWA\Sydney’s latest for sparkling wine brand Croser.
The colour grading sharpens the aesthetic, and the punchy soundtrack is an unexpected, yet perfect, choice. Interestingly, Croser sells for roughly $25 a bottle, proving sophistication is about more than price, and ‘accessible luxury’ really is in.
Debuting three 15” films instead of one, longer hero spot feels experimental and playful. In one, a camera is attached to a tray featuring a bottle of Croser -- feeling 90s and high-fashion. The motel scene sees the camera pan to follow a man serving a bottle to two women in front of a striking turquoise door. And the third, that barbecue scene, involves the camera dollying back to widen the frame.
The work feels different for TBWA, and a sign of CCO Matt Keon’s creative ambitions. He hired Darren Borrino as group creative lead this week, so we reckon the best is yet to come.
