Hollywood stunt performers finally get their moment in the spotlight, while Old Spice resurrects its absurdist roots with a pirate who smells too good.
Old Spice takes its signature absurdity to the high seas with a pirate-themed adventure
Every week, The Drum picks the top global campaigns from our Creative Works. You can submit your new work here.
This week, the Oscars turned into an action film as five major brands orchestrated a record-breaking stunt campaign, Old Spice took a swashbuckling leap back into its iconic absurdity and Heinz found inspiration in an Oscar-nominated Brazilian film to spotlight forgotten ketchup sachets.
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The biggest ad stunt in Oscars history? That’s exactly what went down when five major brands – Carnival, Samsung, Kiehl’s, L’Oréal Paris and Mntn – turned the Academy Awards into a high-octane action showcase. Across six adrenaline-fueled commercials, over 75 real stunt pros crashed through windows, leaped from helicopters and pulled off breathtaking high falls, all without CGI. The campaign, spearheaded by Disney Advertising and a stacked lineup of creative partners, doubled as a tribute to the industry’s unsung heroes, reigniting calls for an Oscar category honoring stunt performers.
Jayson Tatum is no stranger to the spotlight, but his latest appearance isn’t on the court; it’s on screen in his first-ever TV commercial for Amica Insurance. The Celtics star teams up with his mother, Brandy Cole, for a heartfelt spot that ties his relentless drive in basketball to his devotion to family. The ad, created by Mother New York, opens with a reporter asking Tatum what keeps him going, unfolding into intimate moments of fatherhood, shared laughter with his mom and a reminder that true legacy starts at home.
15 years after Old Spice’s legendary ’I’m on a Horse’ Super Bowl ad, the brand delivers a swashbuckling spin on its iconic absurdity. Created by Spanish indie agency Burns, this new campaign follows a fresh-smelling pirate sentenced to walk the plank – only to resurface on a majestic CGI seahorse. The homage isn’t just visual; the ad leans into Old Spice’s long-standing tradition of high-production humor, proving that the brand’s signature weirdness is as enduring as its scent.
Returning to the Oscars for the first time since 2010, Poise enlisted Katherine Heigl to take on bladder leaks with humor. The 30-second spot, created by Piro, sees Heigl shift from whispering about leaks to confidently addressing the topic in a crowded room, normalizing conversations around a condition that affects half of all women. The campaign extends beyond TV with print ads and an Amazon Live event.
Citizens Trust Bank (CTB) is making history with its first campaign in 100 years. ‘Your Story is Our Story’ highlights the Black-owned bank’s legacy of economic empowerment, tracing its origins to founder Heman Perry, who was inspired to create the institution after facing racial discrimination. Launched during Black History Month, the campaign reinforces CTB’s ongoing commitment to homeownership, small businesses and generational wealth in Black communities.
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A seemingly glamorous Parisian love story unravels into something far more unsettling in YSL Beauty’s latest campaign. ‘Don’t Call It Love’ begins like a luxury perfume ad but rewinds to reveal the hidden signs of intimate partner violence. Part of YSL’s ‘Abuse is Not Love’ initiative, the campaign challenges viewers to recognize the warning signs that often go unnoticed.
Old Spice takes its signature absurdity to the high seas with a pirate-themed spot from Spanish indie agency Burns. Aboard a foul-smelling ship, one pirate is accused of being an imposter for smelling too good, proving Old Spice’s freshness lasts even in the worst conditions. The spot ends with a nod to the brand’s legendary 2010 “I’m on a horse” moment – except this time, our hero rides a seahorse.
Maternity discrimination is often invisible, but this campaign makes it impossible to ignore. ‘The Career Shredder,’ created by a collective of ad industry parents and The Five G’s, features live activations where CVs are shredded in real time to highlight the 74,000 UK women who lose their jobs every year due to pregnancy or maternity leave. Using stark visuals and real-life testimonies, the campaign calls for workplace reforms, including better paternity leave and maternity retention tracking.
Retired cereal mascot Ralph (who bears a striking resemblance to a certain Honey Monster) reflects on his past, recalling a career spent hyping sugary cereals. Created by Mother, Alpen’s new campaign repositions the brand as a smart, grown-up breakfast choice, using humor and nostalgia to highlight changing tastes. The film coincides with a fresh packaging redesign.
Inspired by the Oscar-nominated Brazilian film I’m Still Here, Heinz’s latest ad draws a clever parallel between forgotten ketchup sachets and overlooked cinematic gems. Running during the Academy Awards, the campaign playfully reminds viewers that Heinz ketchup – like a great film – sticks around long after the night is over.
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