Every week I attempt to share a curated list of clutter-breaking and inspiring creative ads from around the world. This week: Kung Fries from Taiwan, Liquid Health from the US, Zeno Health from India and more.
McDonald’s Taiwan: Kung Fries
Food advertising isn’t always about drool-worthy product & ingredient shots (like in Lurpak). But then you might wonder if McDonald’s and French fries qualify as food. Nevertheless, who are we to judge what’s popular especially when we know how irresistible the brand’s fries are. A new ad for McDonald’s Taiwan cleverly marries the common plank of ‘we go to any lengths to protect what is ours when it comes to tasty food’ with a twist: kung fu. Apparently, kung fu is a revered part of everyday life in Taiwan, taught in schools, performed at temples, and subject of viral videos.
So we have a protagonist staving off those attempting to ‘steal’ her McDonald’s fries with kung fu moves. But it’s not just a story line. There are five real Kung Fries moves weaved into the ad and every McDonald’s Taiwan meal now comes with a Kung Fries tutorial printed on the tray mat. Good, engaging fun.
Agency: Leo
Bravehearts: grooming hides behind harmless
When I first came across this campaign on LinkedIn, it stopped me in my tracks. I did a double take after I realised the unusual nature of the image, which can be easily missed at first glance. But the line is a show stopper making you search for the twist in the plot. And when you get the message, it sends a shiver down your spine. This series makes you uncomfortable with the bitter truth and creates awareness about sensitive topic.
Agency: Unreal Engine User Group, Brisbane
Zeno Health: skip the ad
Pressing the ‘Skip the ad’ button is default behaviour when it comes to YouTube videos. Even if one has to watch the full ‘un-skippable’ ad or ads it is done with much reluctance often paying little or no attention. The first few seconds of such ads are critical to grab attention.
A new set of ads (appreciated only if you know Hindi) for Zeno Health is anchored on both these behaviours: it asks viewers to ‘skip the ad’ and manages to hold our attention with some fun interactions based on ‘dad jokes’.
Lego: never stop playing it
Even if it’s a mega brand with mega budgets, one still needs a compelling story line and great execution to make an ad watchable. All of which is in abundance in a new ad from Lego which takes forward the ‘Rebuild the World’ brand plank.
Sofology: so fussy
A simple little idea arising out of the brand name. ‘A brand for fussy people’ sits well with the argument ‘so fussy, Sofology’. It conveys that the brand is for people who want everything just right.
ZEISS: UV protection
While ZEISS is a well-known ‘component’ brand in the category, eyewear advertising has been about style, dramatising the embarrassment caused by poor eyesight and such like. In that context, I liked the sharp focus on a feature and the benefit offered by ZEISS.
Agency: REF+
Liquid Death: small ones
Double meaning humour anchored on innuendo maybe low brow humour but it works in the context of the product being advertised and the brand’s legacy tone & manner.
The Great British Bake Off: 2025 trailer
‘Once there was nothing, then there was…’ is a brilliant reference to the art of creating something – anything. In the context of the hugely popular ‘British Bake Off’ it seems even more appropriate. But just that line isn’t enough to create a visual story. The 2025 trailer is made compelling with some great visuals and writing.
John Lewis: 100 years
Heritage brands have the advantage of a timeline. They have witnessed change and that is often a great starting point for a commemorative advert. A new ad from John Lewis takes the idea further with a 100-second film, shot at 100 frames per second, featuring 100 actors and 100 iconic products. The ad also reinforces the power of their wonderful slogan ‘Never Knowingly Undersold’.
Agency: Saatchi
Which one was your favourite? Do comment in.