Eight New Ads To Watch

This week’s round-up of great new ads includes spots for Beldent gum, Fruit of the Loom, Sainsburys, Kettle Chips, Castello cheese, and The Sunday Times, plus a campaign for Cancer Research UK. Opening the post though is this amusing campaign for Foot Locker, which sees Mike Tyson return the part of Evander Holyfield’s ear that he bit off in their infamous 1997 boxing bout. Yep, you read that correctly…

This week’s round-up of great new ads includes spots for Beldent gum, Fruit of the Loom, Sainsburys, Kettle Chips, Castello cheese, and The Sunday Times, plus a campaign for Cancer Research UK. Opening the post though is this amusing campaign for Foot Locker, which sees Mike Tyson return the part of Evander Holyfield’s ear that he bit off in their infamous 1997 boxing bout. Yep, you read that correctly…

The ad, created by BBDO New York, aims to promote the Foot Locker ‘Week of Greatness’, and imagines a number of unlikely but brilliant scenarios involving sporting heroes. Alongside the return of Holyfield’s ear (which has been kept in formaldehyde all this time, according to Tyson), Dennis Rodman also pledges to leave the US for North Korea, permanently. You need to know the back stories behind the sporting stories to get the jokes, but if you do, it’s a very funny spot. Director: Jim Jenkins; Production company: O Positive.

Next up is an unusual campaign from Del Campo Saatchi & Saatchi in Buenos Aires for Beldent gum, which features an art installation that took place at the Museum of Contemporary Art in the city on October 1. In order to prove that the social stigma against chewing gum is misplaced, sets of twins were placed in the gallery space. They were dressed identically, the only obvious difference between them being that one twin chewed gum. Visitors to the exhibition were then asked a series of questions about the duos to see if the gum-chewing prejudiced them against the twin that was chewing. Watch the film above to see the results. ECDs: Maxi Itzkoff, Mariano Serkin; Creative directors: Juan Pablo Lufrano, Ariel Serkin, Ammiel Fazzari, Matias Eusebi; Directors: Diego & Vladi; Production company: Agosto Buenos Aires.

101 in London has worked with directors at Blinkink and Hornet to create a trio of films for Sainsburys (two shown above) that tell the story of the supermarket brand’s relationships with some of their suppliers. The films use charming animation to introduce customers to some of the individuals that work with the chain. Creative director: Richard Flintham; creatives: Tim Donald, Misha Newby; Production companies: Blinkink, Hornet; Directors: Julia Pott (The Mighty Nursery), Gabe Askew (The Flat Apple Trees).

Also from 101 is this film for Kettle Chips, which aims to emphasise the craftiness in the brand’s hand-crafted chips. It features a ‘craft party’, where various makers, including blacksmiths, glassblowers and origamists, come together to create handmade props for the event, which are all topped off with a bowl of Kettles, naturally. Creative director: Mark Elwood; Creatives: Tim Donald, Misha Newby; Director: Joanna Bailey; Production company: Bare Films.

Crispin Porter & Bogusky in the US has created this curious little campaign for clothing brand Fruit of the Loom. According to the making-of film above, they imbued a limited-edition line of Fruit of the Loom pants with luck, taken from the ‘luckiest places in America’. The fortunate underwear is then sold online at luckylooms.com. At the time of writing, only three pairs remained, so act fast if you want to get lucky!

It’s hard to advertise cheese in an interesting way, but Mother London and Blinkink directors Lernert and Sander have pulled it off in this film for Castello. The ad features an extraordinary tower of balanced objects as a metaphor for the perfectly balanced flavour of the cheese. Mmm, cheese.

Another foody spot now, this time from Grey London for The Sunday Times, to promote its four-part Ultimate Cookbook. The ad features chef and TV presenter Gizzi Erskine elegantly destroying the various recipes that didn’t make the cut. Deputy ECD: Dave Monk; Creatives: Alex Tizard, Jonathan Rands; Director: Alphabetical Order; Production company: Friend London.

We finish on a serious note, with this film from AMV BBDO for Cancer Research UK. The ad forms part of a campaign to raise awareness about the need for the government to legislate standard packaging across tobacco products and features imagery of children smoking – always a disturbing sight. It’s not the first time this kind of shock tactic has featured in anti-smoking campaigns, but it will never fail to stand out. Creatives: Mark Fairbanks, Nic Hulley, Thiago De Moraes, Nadja Lossgott; Director: Rob Chiu; Production company: HSI.

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