The Work: The latest from the world of commercial creativity
McDonald's Valentine's campaign may make you believe in enduring love
Ad Nut refuses to be manipulated by commercials, but this V-Day spot from McDonald's Philippines, with its saccharine portrayal of enduring love, is surprisingly effective. Curse you, Golden Arches!
Samsung says there’s an AI companion for every scenario
With the global launch of its Galaxy S25, Samsung and BBH Singapore want consumers to think about AI not as an intimidating piece of technology but as an omniscient wingman.
Duo the Owl died as he lived: unhinged
A Tesla Cybertruck played a pivotal role in the apparent death of the Duolingo mascot.
Campaign’s Super Bowl LIX showcase of big game and big game adjacent ads
Our round up of films from Super Bowl LIX includes tech firms like Meta, Open AI, and Google, and snack brands Doritos and Lay's.
Novartis’ chief marketing officer on the drugmaker’s Super Bowl ad debut
The Swiss pharma giant is set to air a 60-second ad during Super Bowl LIX, featuring Wanda Sykes, Hailee Steinfeld, and a surprise guest, aiming to encourage early breast cancer screenings and drive awareness among women under 40.
Watch: The most patriotic Super Bowl LIX ads
A roundup of Super Bowl LIX ads that just scream ‘American patriotism.’
Nike uses its first platform on the Super Bowl stage in 27 years to challenge double standard in women's sports
Doechii voices the Wieden + Kennedy spot, starring a powerhouse roster including Jordan Chiles, Sabrina Ionescu, Sha’Carri Richardson, A’ja WIlson and Caitlin Clark.
Why Tim Hortons went with a hockey theme for its Super Bowl spot
The ad by Gut is undeniably patriotic, but was not a “tariff brief.’
Pfizer to air second Super Bowl ad, doubling down on fight against cancer
Pfizer is doubling down on its fight against cancer with a 60-second ad set to air during the first quarter of the game.
Knorr and Tinder swipe right for a home-cooked delight in global spot
Created by MullenLowe UK, the campaign is set to run across 10 markets including India, the Philippines, and Vietnam.
Japan Airlines campaign ropes in Liverpool football stars
Created by Jellyfish, the campaign is focused on key markets including Singapore and Thailand.
Roses are red, violets are blue, Cadbury’s V-Day campaign brings 'uncles' to you
Ad Nut loves a dose of cheeky counterculture, and Ogilvy India's campaign delivers in spades.
Not a masterpiece but Skyn's V-Day ad ditches kawaii clichés
EXCLUSIVE: Skyn lands precious konbini shelf space in Japan’s cutthroat convenience store market. The brand announces that with a cheeky spot and an empowered protagonist.
The 'laziest influencer' makes cleaning effortless—literally
S.C. Johnson's new mold-cleaning campaign features their least energetic spokesperson ever—a sloth whose main qualification is mastering the art of minimal effort.
Lunar New Year goodies: APAC's Year of the Snake campaigns
Presenting our annual roundup of LNY advertising from 2025.
Call for submissions: Do you want to be featured in Creative Minds?
Campaign's weekly, fun-filled interview series with APAC creatives is now open for entries. No deadlines, just pure creativity. Get the details here.
Walovi embraces Chinese zodiac in LNY campaign
For its Year of the Snake campaign, the Chinese herbal-tea brand prints family names and the Chinese zodiac on limited-edition cans.
Lee Kum Kee launches first-ever global campaign in time for LNY
The maker of Asian sauces and seasonings partners with DDB Group Hong Kong to promote its brand on a global stage.
EY launches global film focusing on next generation
The campaign was created by Fink Different.
Singtel's attempt to reimagine LNY traditions misses the mark
The telco's annual festive film blends humour and lightheartedness, but its reliance on traditional gender roles dampens an otherwise innovative take on festive preparations.