The Work: The latest from the world of commercial creativity
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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.’
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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.
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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.
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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.
Snapchat nudges US fans to ‘Find Your Favorites on Snap’ as possible TikTok ban looms
The campaign spotlights personal testimonials from Loren Gray, Avani Gregg and Harry Jowsey.
Vivo Thailand captures the bond between teachers and students
Partnering with Grey Thailand for Teacher’s Day 2025, the campaign illustrates how technology can preserve both cherished moments and the enduring influence teachers have on their students.
Suntory Boss Coffee fuels celeb chef Andy Hearnden
The ANZ campaign from the Japanese coffee brand was created by Its Friday and aims to celebrate ambition and the desire for constant reinvention.
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Remember discmans? Apple's CNY film will take you back
Apple wants you to believe that its 16 Pro is the key to unlocking your inner Spielberg. Michael Gracey, director of The Greatest Showman, puts Apple's claim to the test in this 12-minute festive film.
Creatives pick 2024 work they admire—and are jealous of
Creatives reveal their standout campaigns of 2024 that ignited both admiration and envy, and the lessons these works offer about branding, storytelling, and audience engagement.
John Wick lookalike goes to battle to sell his car
In this playful campaign for Thai used-car platform Roddonjai, a John Wick-inspired character fights a relentless barrage of online bargain hunters.
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Apple’s latest campaign celebrates innovation in Japan’s university extracurricular groups
Known as ‘circles', the student-led teams push boundaries in fields including hybrid rocket engineering, stop-motion animation, game development and sports analytics.