Allwyn, operator of The National Lottery, looks to add some fun to scratchcards with, ‘Add Some Play’, developed by creative
Samsung, via BBH Singapore, has launched a new global campaign showing how Galaxy S25 Ultra with Google Gemini solves everyday
The little cheeses go to the gym, ride the subway, have a rave, etc. Very cute. Short form: Longer form:
Kitchenaid want to talk to the home chefs that have adventures in food, just like the British Lurpak "adventure awaits", and the Swedish Arla butter "create something magical" campaigns.
"My kitchen is more than a room" a woman voice over declares. The insight is clear from the opening shot as a woman opens her fridge, and to her it's like looking out from a grand stage. But somehow we veer straight into a tone-deaf territory that is reminiscent of that terrible Kendall Jenner Pepsi ad. "Freedom" the ad shouts, with images of outdoor runs, dancing in the rain and deepwater dives as "this little light of mine" percolates in the background. It is as if the creative were just checking off a visual bingo without much thought. "It's my escape" the voice-over woman declares as a Kitchenaid food processor whips the egg whites for a future sweet. And as we juxtapose sugar raining on raspberries, to confetti raining over a dance-floor, she concludes "where ever my ambition takes me."
What is so tone deaf about that, you ask? All of her freedom images are
campaign this ad is trying so hard it becomes patronising. Do you creatives need help in how to speak to women over there in the US, or is it the clients who ruin the subtleties? Client: KitchenAid
