Is it ok to be controversial to pull in an audience?
Not that Burger King needed it
Hi friends,
gotta admit, I don't have an instant answer here. I'm a big fan of pushing creativity to the limit. I'm not really into pointless debates, but I do find divisive topics kind of fascinating. In this case, I loved the Burger King campaign right away—having recently witnessed a birth, the insight really hit hard.
Asics with Brian Cox isn't exactly divisive, but they definitely tapped into a certain imagery to deliver something bold with a nice creative twist.
To wrap up, here's a NY Times takeover by Max for the Penguin launch and the rebranding of a Norwegian design and innovation studio by another Norwegian design studio (feels like inception, but it's not).
Have a good read.
ADVERTISING
Whopper Welcome: Celebrating new Moms with Burger King
Burger King's latest campaign by BBH London, "Bundles of Joy," highlights the joy of new mothers indulging in a Whopper after childbirth. Launched on September 26, the day with the highest number of births in the UK, the campaign features real moms savoring their first meal post-birth. Accompanied by eye-catching OOH and print ads, along with a social film, the campaign captures genuine moments of happiness. To celebrate, Burger King UK has introduced "The Grill Line," a special hotline delivering Whopper Meals directly to new moms in London's hospitals.
While some praised its relatable approach, highlighting that 39% of mothers in a Mumsnet survey craved indulgent meals like burgers after giving birth, others found the campaign controversial. Critics argue that it trivializes a deeply personal and emotional moment, reducing it to a marketing gimmick that capitalizes on a sensitive life experience. There are rumors that the ad might be banned.
ADVERTISING
Get Moving: Brian Cox's hilarious call to action for Office Workers
ASICS teams up with actor Brian Cox to launch a quirky campaign to boost mental health in the workplace. In a humorous PSA, Cox portrays the "world's scariest boss," urging employees to take essential movement breaks during the workday. Backed by research showing significant improvements in mental well-being from just 15 minutes of movement, ASICS introduces the innovative Desk Break Clause, giving workers a legal right to take these breaks. As World Mental Health Day approaches, the campaign encourages office workers worldwide to share their empty desks with the hashtag #DeskBreak, raising funds for mental health charities while promoting a healthier work-life balance.
FEATURED
A bunch of news from my network
- Heinz Tomato Ketchup limited edition x FC Internazionale Milano [source Fiamma Odette Sinibaldi linkedIn]
- Jet HR, the startup that simplifies payroll management, raises $12 million [source Giuseppe Lacerenza linkedIn]
- Basketball like never before at the Panathenaic Stadium | Euroleague preseason show [source Julien Segui linkedIn]
- If you're a gamer, can't miss the video games section at Lucca Comics [source Andrea Diego Bernardini linkedIn]
- Prodigies, Visa’s new global brand campaign [source Serena Di Matteo linkedIn]
NOBODY READS ADVERTISING
People read what interests them, and sometimes it’s NOT an Ad
Let's jump in something out of the bubble:
Must-read NL: I'm happy to have been invited by
to contribute to the next issue of Getting Better. It’s out tomorrow (like every Sunday), so I highly recommend checking out his super interesting newsletter. And of course, let me know what you think of tomorrow’s editionHow they made it: Filmmakers World shows the “behind-the-scene” of 'We Will Show You' - The latest film for Ligue 1.
Follow for follow: What’s up with the Carabinieri's social accounts? Check out
's interesting analysis.Infomaniac: Support for US TikTok sell-off is waning
Foodie bites: 50 favorite places in America right now for The New York Times
JOB POSTING
The wrong place to find the right job
- DUDE London is seeking an Account Manager [through Curro Piqueras]
- Diesel is looking for a Global Customer Engagement Manager [through Silvia Robitschek]
- Brown-Forman is hiring for these positions: Brand Manager(Diplomatico and Tequilas) and Brand Manager (Jack Daniel's Family of Brands) [through Giancarlo Ammirati]
MARKETING
Mktg picks not to miss
- No, not all companies are abandoning diversity, equity and inclusion. Here’s why
- Levi’s teases Beyoncé collaboration as denim trend takes hold
- YouTube unveils nine new features at made on YouTube 2024
ADVERTISING
Gotham Gazette goes live: A thrilling launch for The Penguin
To celebrate the debut of the new TV series starring Colin Farrell as Oswald' Oz' Cobb, the Gotham Gazette came to life for one day taking over The New York Times. Created by T Brand Studio, New York Times Advertising's in-house content studio, the campaign saw the paper wrapped in pages from the DC Universe tabloid. The newspaper was distributed at iconic New York locations like Times Square and Grand Central Station. The campaign also featured digital ads that built anticipation for Gotham's mayor's address, giving fans a cherished keepsake from the launch.
DESIGN
Navigating Creativity: how Studio Oker crafted Canoe's playful identity
Canoe, a new design studio on Norway's west coast, partnered with Studio Oker to develop a vibrant brand identity inspired by the region's stunning natural landscapes. The studio's name symbolizes exploration and adaptability, reflected in a custom wordmark and a fluid logo that captures the essence of teamwork. With a color palette of deep blue and white and minimalist linear illustrations by Waldemar Stepien, Canoe's identity embodies joy, movement, and the spirit of discovery, while the choice of Caslon Doric typeface adds warmth and a handcrafted touch.