This week, Dove celebrated the timeless charm of its Beauty Bar with an all-star cast, Xbox showed off how its new Adaptive Joystick levels the playing field for gamers, and Snoop Dogg and Warren G. turned up the heat with their no-nonsense approach in Solo Stove’s ad.

Hornbach: Obey Your Hands by HeimatTBWA\Germany, Berlin

DIY enthusiasts are in for a treat with Hornbach’s latest advert, directed by Steve Rogers. Following the Grand Prix-winning spot ‘The Square Metre’, Hornbach’s new campaign ‘Obey Your Hands’ sees a protagonist whose hand takes on a life of its own. The advert, based on a cheerful tango, begins with the man lying on the sofa and scrolling through his phone, only to be hilariously slapped by his hand and dragged around the house. Echoing the quirky, dark humour of the Addams Family’s ‘Thing’, the hand eventually leads him back to his DIY project, adding a touch of absurdity to the often mundane world of home improvement.

Grey Goose: Celebrating the US Open in Style by MullenLowe

With the 2024 US Open approaching, Grey Goose Vodka is celebrating with a new commercial featuring American tennis star Frances Tiafoe, known as “Big Foe.” Directed by Max Bartick and created by MullenLowe, the ad shows Tiafoe floating among the clouds and highlights his love of tennis, fashion and the Honey Deuce cocktail, a tournament classic made with Grey Goose Vodka. Grey Goose, which has been the Official Vodka of the US Open for 18 years, is giving fans the chance to win courtside seats to the Grey Goose Suite at Arthur Ashe Stadium. The campaign, which highlights Tiafoe’s personal style and the iconic cocktail, will debut on Grey Goose’s YouTube channel and will expand to Times Square, Uber, online video and TV.

Refugease: The most unsafe journey through Havas London

UK charity Refugease has launched a powerful new campaign to highlight the perilous journeys of refugees crossing the English Channel and encourage donations. The campaign contrasts the daily commutes of people with the harrowing experiences of refugees, with the message: “Some journeys cost everything. Help refugees avoid this journey by donating the cost of your trip.” The immersive project, designed to evoke a sense of disorientation and urgency, includes a takeover of London’s Tottenham Court Road station, print and cinema advertising, a striking mural on the Kent coast and immersive binaural radio ads based on real distress calls from boats.

Xbox: This Is How We Do It by McCann

Microsoft’s Xbox continues its commitment to accessible gaming with the launch of its ‘This Is How We Do It’ campaign by McCann London. Featuring three gamers using Xbox’s new Adaptive Joystick and Adaptive Thumbstick Toppers in unique ways, such as with their chins or feet, the campaign highlights their personal stories and the newfound freedom these innovations bring. Set to hit track by Montell Jordan, the upbeat commercial premiered at Gamescom and underscores Xbox’s commitment to inclusivity. Coming in early 2025, the Adaptive Joystick and customizable Adaptive Thumbstick Toppers, available through the Xbox Design Lab, improve accessibility and align with Xbox’s long-standing partnership with McCann. This campaign celebrates the Xbox community and aims to inspire wider participation in gaming.

Palliative Care Queensland: The Cassette

Palliative Care Queensland’s latest campaign, ‘The Cassette’, offers a unique perspective on death. The film portrays a man facing death, who chooses to spend his final moments listening to his favourite song, and expresses his desire to die on his own terms. The story evokes a complex mix of emotions – surprising, heartbreaking and uplifting – while the tactile, handcrafted character designs add depth to the story. The advert avoids emotional language in favour of powerful visual cues and treats death with dignity and respect, aiming to challenge and transform the way we approach end-of-life discussions.

Dove: Beauty Never Grows Old by Edelman

Dove’s latest ad, “Beauty Never Gets Old,” celebrates the enduring legacy of its Beauty Bar, a bathroom classic since 1957. Created by Edelman, the campaign emphasizes that beauty transcends age, and aligns with Dove’s commitment to inclusivity and self-acceptance. Featuring a diverse group of older women in vibrant, stylish clothing, the ad highlights their shared love of the iconic soap, showcasing its timeless appeal in a modern beauty landscape. To complement the ad, Dove rolled out out-of-home (OOH) advertising in New York and Los Angeles, along with paid social and digital TV elements.

The New York Times: Legacy by T Brand

The New York Times is commemorating the 100th anniversary of the Harlem Renaissance with a new initiative featuring two 12-page zine inserts in its Sunday edition. Titled “Legacy,” the campaign honors the underground press of the Harlem Renaissance and explores themes of Black excellence and intergenerational wealth. Curated by a team of Black creatives, the zines explore the impact of Black entrepreneurs and the enduring contributions of Black artists. Sponsored by US Bank’s Legacy Fulfilled Project, the zines aim to spark a national conversation about Black wealth and the enduring influence of the Harlem Renaissance, reflecting the spirit of the original publications with handcrafted designs and a typeface inspired by historical figures.

NFL: This is Football Country by 72andSunny

The NFL’s 2024 campaign, “This is Football Country,” is a champion for the sport’s inclusivity and global impact. At its center is a moving 60-second spot featuring the Lahainaluna High School football team, which showed resilience during the Hawaiian fires, and features a diverse range of players, from flag football stars to USA Wheelchair Football League athletes. The work celebrates the universal appeal and unity of football, featuring appearances from notables like YouTube’s Deestroying and college player Haley Van Voorhis, alongside NFL stars Stefon Diggs and Myles Garrett. Created by 72andSunny, the work seeks to highlight football’s role in connecting communities around the world and will continue with additional vignettes throughout the season, which kicks off September 5.

Solo Stove: Blunt Marketing by The Martin Agency

Solo Stove is heating things up with its new “Blunt Marketing” campaign, featuring West Coast rappers Snoop Dogg and Warren G. Created with The Martin Agency, the campaign stars Snoop and Warren G. in a no-nonsense commercial that cuts through the clutter to highlight Solo Stove’s smokeless fire pits. Snoop is upfront about how his endorsement is driving sales, which mirrors the ad’s simple tone. Building on the success of last year’s “Snoop Goes Smokeless” stunt, the new campaign introduces limited-edition merchandise and exclusive Snoop Dogg gear for buyers. The campaign will run across video, digital and social platforms, including high-profile spots like Thursday Night Football and TikTok, and aims to redefine influencer marketing with Snoop’s signature style and charisma.

Guinness: Brothers by AMV BBDO

Diageo’s Guinness is marking its partnership with the Premier League with a new four-ad campaign, including ‘Eriskay’ and ‘Brothers’ from AMV BBDO. The ‘Eriskay’ spot shows a football match interrupted by horses on the remote island of Eriskay, while ‘Brothers’ portrays a blind commentator and his brother experiencing football through touch in Nigeria. Both ads celebrate community and place, with charming, characterful stories. Upcoming spots include ‘Rooftop’ in Seoul and ‘Replay’ in Asia, highlighting the weekly drama of the Premier League. Additional activations include custom Guinness tankers unveiled by former footballer Alan Shearer and an out-of-home ‘Lovely Game for a Guinness’ creation, with activity planned in 70 countries.

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