 This week's guest judge is Derek Green, Chief Creative Officer, TBWA RAAD, Middle East. Look out for Derek's review of this week's best ads, which will be posted here tomorrow morning, Tuesday, Dubai time.
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 "DEIctionary" is a short film created for Belong Lab, a communication consultancy company based on Chile that fosters and support DEI communication strategies for organizations. Its goal is to teach about the main ideas in the LGBTQ+ ecosystem. VIEW THE 2 SPOTS
 Thousands of classic rock albums, hundreds of chilean musicians and a simple gesture 👉🏻💿, transformed into a preventive test for prostate cancer. If you recognized the songs that turned 40, it's a sign that you're closer to your first checkup. VIEW THE SPOT
 What's your juice? That is the question in this spot for Tom's Juice VIEW THE SPOT
 Today the country is at a standstill again. And it is not only because of unemployment. It is because fear continues to advance faster than ever. The fear of a father who can no longer open his business without fearing an unknown call. Of a teacher who teaches with her heart in her throat. Of a winemaker who wonders if tomorrow she will be able to reopen. VIEW THE AD
 For Mother’s Day, Burger King Paraguay chose not to idealize motherhood, but to show it as it truly is: chaotic, messy, exhausting—and deeply beautiful. The campaign highlights the everyday moments moms face, from sleepless nights and toys everywhere to spontaneous hugs. A tribute to the real, unfiltered motherhood experience. Because it may not be perfect, but it’s the most beautiful chaos in the world. VIEW THE 6 ADS
 Flowers. They’re usually about celebrating life. Who would say no to a beautiful bouquet on their birthday? They brighten our space. They fill our hearts with warmth. Not always. VIEW 4 OUTDOORS
 Cystic Fibrosis NZ is calling on the NZ marketing and advertising industry to help raise vital funds for Kiwis living with CFs.Hoping to appeal to the industry’s love of creativity and appreciation of novel ideas, Cystic Fibrosis NZ is asking people to come down to their pop-up AIR FOR ALL store in Britomart, to see the store and buy a jar of air.Jars specially selected VIEW 3 OUTDOORS
 What if a delivery app could do more than just deliver food—what if it could help bring people home?In Thailand, someone goes missing every four hours. Yet most missing person alerts are lost in social feeds—shared in hope, forgotten in the scroll. At the same time, Grab riders are everywhere—moving through the very alleys, neighborhoods, and markets where the missing are often last seen. VIEW THE CONCEPT
 It's Adiclub days in South Africa, Here's a glimpse VIEW THE SPOT
 Independent creative agency Arlo has launched its first major campaign for Wacker Neuson, the German engineering heavyweight with over 175 years in construction equipment and a firm footing in the Australian market. The campaign localises the Wacker Neuson brand for a new generation of Australian tradies and operators, blending German precision with the raw, rugged needs of Australian worksites. VIEW THE SPOT
 The high demands of working in an office have alternative solutions, such as taking an Intenzo Cafe to cope with the pressure and stress of long nights at work. But there comes a time when the brand decides to recommend that you should sleep and that tiredness leads to delirium. These short ads for social networks only pretend to put the brand in the place it should be, in the place of the people and these videos prove it. VIEW THE SPOT
 Autodesk has unveiled one of its boldest brand transformations in its 43-year history with the launch of ‘Let There Be Anything’, a campaign celebrating the ingenuity of the people who design and make the world around us – and the technology that powers their work. Developed in partnership with Autodesk’s new creative agency of record, Giant Spoon, the global campaign debuts with a U.S.-only 60-second ad starring Emmy-winner Tony Hale (Veep, Arrested Development). VIEW THE SPOT
 Director duo Humans return with a vibrant new campaign for JCPenney, bringing their signature style to four fresh commercials. From a lively family gathering, to the hustle of an airplane, to the energy of a tennis match, each spot showcases the timeless yet trend-forward fashion that JCPenney has championed for generations. With sharp visuals and a warm, relatable tone, Humans celebrate everyday moments made bolder by great style. VIEW THE 4 SPOTS
 In a bold new collaboration between Nike and THE FACE, director Anna Van Der Velde unveils a hypnotic music film starring Chinese DJ/producer Cora. Part of a four-city campaign celebrating Europe’s underground music scenes, the Berlin segment represents a visceral journey of self-discovery through sound, movement and digital craft. Produced by Stink Berlin, the film counters Berlin club clichés with a dreamlike, CG-enhanced narrative. Set to Cora’s own track, 'The Heart Sutra' we follow Cora’s journey through a maze-like landscape, encountering a multitude of versions of her. VIEW THE SPOT
 Michelob Ultra tapped into a universal runner’s moment: stopping the watch at the finish line — a subtle gesture that marks the shift from effort to celebration. The campaign transformed that moment into a bold visual language through outdoor and print placements along running routes and training spots, positioning the beer as the ultimate reward for every runner. VIEW THE 3 ADS
 "Control to Chew" by Extra is a gaming controller designed to combat gamer rage. When frustration hits, special gum buttons pop out, offering immediate stress relief through chewing. This innovative design transforms negative energy into a positive experience, promoting healthier gaming habits. The campaign features influencer unboxings, e-sports activations, and a digital campaign encouraging users to share their "rage-to-good" stories with #Control2Chew. VIEW THE AD
 Falling asleep after hours of tiredness and work is normal. But it can have certain consequences. VIEW THE AD
 It Looks like one of the Astronauts from Kazakhstan won't be going VIEW THE AD
 Women face countless hurdles to get where they want to go. With females making up only 20% of South Australia’s CEO’s, we know we’ve still got many barriers to knock down. With a simple image we are able to highlight the inequity that still exists in many workplaces, and encourage people to find out what their business can do to make things fair. VIEW THE AD
 The Context Going to the supermarket with kids often turns into a series of small negotiations: while they ask for sweets or ice cream, mom insists on choosing something healthier. It’s a familiar, everyday battle that many families know well—one in which there’s usually a clear winner: mom, who lovingly chooses what’s freshest and best for her children. VIEW 2 OUTDOORS VIEW THE 3 ADS
 GWM has unveiled a world-first innovation to launch its new Cannon Alpha Plug-in Hybrid: VIEW THE CONCEPT
 94% of people have burnt their tongue on hot coffee. That’s why Swedish company Mode Cold Brew, Europe’s fastest-growing cold brew brand, launched Burnt Tongue Treatment; an online care service offering a cold and fast remedy for one of Sweden’s most common everyday injuries. VIEW THE CONCEPT
 Introducing Fixables, a groundbreaking initiative developed in collaboration with Philips Personal Health, leading 3D printer manufacturer Prusa Research and creative agencies LePub Amsterdam and LePub Milan, aimed at redefining sustainability in a fresh way. By giving consumers open access to 3D-printable files for select Philips Personal Health accessories, it aims to strengthen the brand’s circular model, enabling people to maintain products without compromising on quality. Fixables responds to a clear consumer shift: people want to repair and maintain, not replace. VIEW THE CONCEPT
 Acclaimed director Bianca Poletti releases her latest short film, FaceTweak, a thought-provoking exploration of self-image in the age of AI. The film follows a teenage girl who becomes immersed in AI face-tuning, pushing her to extremes to reach online 'perfection'. With a sharp, Black Mirror-inspired tone, FaceTweak offers a bold commentary on the intersection of beauty, technology, and the increasing societal pressure today - raising the question: When is enough truly enough? FaceTweak blends humour and discomfort to highlight this slippery slope between harmless experimentation and an unhealthy obsession VIEW THE SPOT
 Apple has tapped acclaimed actress and filmmaker Olivia Wilde — known for Don’t Worry Darling and Booksmart — to direct her first campaign for the brand, alongside Oscar-winning cinematographer Erik Messerschmidt (Mank). The result is a trio of playful, sharply crafted spots that follow college students who think they’ve seen it all — until the Mac proves otherwise. From AI-powered Summarize tools in Writing apps to seamless Continuity features like iPhone Mirroring and AirDrop, each film spotlights how MacBook Air can turn everyday campus moments into effortlessly smart experiences. The spots, each set in familiar university environments, introduce us to students who think they’ve got the college routine down — until they experience just how smart and seamless a MacBook Air can be. It's part of a broader narrative from Apple that leans into personality, relatability, and wit — all delivered with Olivia's now-signature directorial charm. VIEW THE 2 SPOTS
 In China, where pharmaceutical advertising is strictly regulated and sex remains a sensitive topic, promoting Viagra required a delicate yet compelling approach. So Ogilvy Shanghai turned intimacy into art - a medium that transcends restrictions while sparking conversation. Viagra collaborated with a renowned artist, and invited three real couples to reflect on their experiences with fading passion and intimacy challenges. Through candid conversations, they confronted the reality of how long it had been since they last connected. Then, left alone with a camera, their moments of closeness enhanced by Viagra were captured through time-lapse photography - turning fleeting interactions into long lasting expressions of love. A week later, the couples were invited to a private gallery to view their photography, reliving their emotions through art. Their stories and photographs were then released online on Chinese Valentine’s Day, driving organic discussions about intimacy while staying fully compliant with advertising regulations. By leveraging art, real human stories, and cultural sensitivity, Viagra didn’t just sell performance - it rekindled desire in a way that felt authentic, emotional, and memorable. VIEW THE BEDROOM SPOT VIEW THE LOUNGE ROOM SPOT VIEW THE HOTEL ROOM SPOT VIEW THE CASE STUDY
 "The Reflection of a Better World" – Hyundai Hybrids Hyundai Hybrids embody the vision of a better, more sustainable world. With significantly reduced fuel consumption, lower CO₂ emissions, and regenerative performance powered by hybrid technology, these vehicles represent progress in motion. Enhanced driving range and intelligent energy efficiency are not just technological advancements—they are a reflection of Hyundai's commitment to a cleaner future. Each journey in a Hyundai Hybrid mirrors the steps we are taking toward a world where mobility and environmental responsibility go hand in hand. VIEW THE AD
 This Super Bowl ad taps into the shared language of American football and lawn care—two passions that dominate backyards and culture alike. By using a tight, cinematic close-up of the Yakta mower’s seat, framed like a football field goal post, and featuring a football mid-air, we position Yakta as not just a mower, but a game-changer. VIEW THE 2 ADS
 The most important international NGO for press freedom and against censorship turns 30.It's actually a shame that such an organization even has to exist. But if you look at the world today, there's unfortunately no alternative. And, despite the celebration, there's really no reason to celebrate! Especially not for the autocrats of the world, whose eyes RSF keeps a close eye on. VIEW THE AD
 For Mother’s Day, we wanted to do something a little different for our client, Arhtor Pharmacy. A tribute to all the flower-lovers out there who break into a sneeze just thinking about pollen.The twist? We used AI to keep the beauty of blossom season alive, without the itchy eyes, runny noses, or awkward antihistamine handoffs. VIEW THE AD
 IKI FRESH – "Feel Joyful" Car Freshener Series This playful poster campaign transforms the daily drive into a delightful escape. By pairing our signature IKI Fresh fragrances—Relaxing Lavender, Refreshing Camphor, and Sea Aqua—with adorable animated car hangers, we’ve brought emotion and character into the category of car fresheners. VIEW THE 3 ADS
 IKEA’s new flagship store, at 214 Oxford Street spans three floors and 5,800 square metres, offering 6,000 products, with 3,500 available for immediate takeaway. To announce IKEAs arrival on the UKs most iconic high street, we positioned the FRAKTA bag as the ultimate shopping bag, positioning it as ‘one bag to rule them all.’ When on an Oxford Street spree, the first thing we all do is to transfer our smaller bags to the biggest and most robust one. And there’s no bag better for the job. This is epitomised in our OOH campaign, shot by Marloes Haarmans, where we see FRAKTA bags holding various hauls of Oxford Street shopping, from high-end boutiques, to sneaker stores. VIEW 3 OUTDOORS
 V Energy launches V Riise – a new drink powered by innovative slow-release technology that delivers consistent, sustained energy throughout the day. To bring this benefit to life, the campaign visualises the unique feeling of slow-release energy – a flow state that lets you glide through your day with ease. Focused and fully switched on. Ready, set… flow. VIEW THE SPOT
 Gaming is a saturated and expensive space to enter in any market, especially the Philippines, with one of the fastest growing mobile gaming communities in the world. VIEW THE 3 SPOTS
 LesserEvil, the better-for-you snack brand on a mission to make healthy, organic, less-processed and sustainable snacks more accessible to everyone, is excited to announce the launch of its new “Renovate Your Pantry” campaign. This initiative aims to inspire snackers to upgrade their pantries with clean, wholesome snacks that taste good, feel good, and do good - all without compromise. VIEW THE SPOT
 Embracing Finnish Kookiness and Joyful MomentsThe “It’s Soooo Fine” campaign embodies the Finnish spirit of enjoying life without taking things too seriously. The campaign offers to consumers a chance to indulge in pleasure without pressure.A Toast to the “So Fine” MindsetThe campaign’s rallying cry, “It’s Soooo Fine” is more than a slogan. VIEW THE 2 SPOTS VIEW THE 3 ADS
 For Mother’s Day, we created a film that tells the story of postpartum depression through a subtle but powerful visual device: in every scene, the baby unintentionally blocks the mother’s face. This metaphor reflects how 1 in 8 mothers feel invisible after giving birth. The spot ends with an invitation to seek psychological support—because sometimes, even in the happiest moments, a mother can feel unseen. VIEW THE SPOT
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As at May 20, 2025.
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