Friday Ad5 rounds up five pieces of work worth your attention — campaigns that caught the eye, made a point, or quietly did something no one else thought to try. It’s a mix. It’s always a mix. That’s the point.
This week, coffee takes a trip through a century, football fans get the chance to prove they could do better from the owner’s chair, and pet food borrows a few tricks from the beauty aisle.
Elsewhere, TheraBreath finds a way to deliver a message most people would rather avoid, while Spinny hands 36 cars to 36 artists for a rather different Independence Day canvas.
Narasu’s Coffee Pours 100 Years Into ‘A Century in a Cup’
Sri Narasu’s Coffee marks its centenary with ‘A Century in a Cup,’ a film conceptualized by Hari RK and produced by HI TIME that sends a young woman – and her coffee – through 100 years of Indian history. The journey runs from a 1926 cabinet room with Lord Irwin through the freedom movement, a 1966 family gathering, the 1983 Cricket World Cup and an early-2000s internet cafe.
Period sets, production design and visual effects recreate each era, while the cup remains with her until she returns to 2026. The idea is simple enough: how India lives, works and celebrates has changed considerably, while the everyday ritual of coffee has endured across generations.
“Over the years, India has changed in so many ways. Yet, coffee has continued to be part of people’s everyday lives, conversations, celebrations and memories,” said S. Srudheep, Managing Director, Sri Narasu’s Coffee Pvt. Ltd.
Jeff Stelling Asks Football Fans to Put Their Tactics to the Test
Formation Games and creative agency Ace of Hearts have brought Jeff Stelling back behind a desk for an internet TV show with a fairly irresistible premise: football fans are very good at saying how their clubs should be run, so why not ask them to prove it? The show is built around CLUB, Formation Games’ free-to-play mobile game that puts fans in charge of their own club.
Stelling pops up unexpectedly around the country to find supporters with particularly strong opinions about club ownership and put those views back to them. CLUB gives players control over transfers and loans, stadium upgrades, backroom staff and even the club crest, with points tied to real players’ performances.
“Football runs on the unshakeable belief that you, personally, could do it better,” said Rasmus Smith Bech, Executive Creative Director & Partner, Ace of Hearts. “So rather than argue with that, we thought we’d let everyone prove it.”
Skipper Gives Pet Food the Beauty Treatment in ‘Feed Them Beautiful’
Skipper has launched its fish-based pet food in New Zealand with ‘Feed Them Beautiful,’ a campaign by Motion Sickness that gives pet food the full beauty-advertising treatment. The seafood-only product was developed by Sealord using unused fish product and waste, while the campaign makes shiny fur, clear eyes, strong nails and good skin the outward signs of what pets are eating.
The hero film is joined by beauty editorial-style assets across digital, social and out-of-home, with PHD Aotearoa handling the nationwide rollout. One Design developed the brand and packaging design, while Motion Sickness also handled production, with Dylan Pharazyn directing.
“We wanted to take a fresh approach, challenge the petfood category norms and have some fun along the way,” said Stu Yorston, GM Business Development and Sustainability at Sealord. “The team at Motion Sickness have delivered something quite unique.”
TheraBreath Says the Awkward Bit for You
TheraBreath and social-led creative agency Kill Boring Dead have built ‘P.S. Your Breath Stinks’ around a social problem most people recognize immediately: telling someone they have bad breath may be helpful, but that doesn’t make it any less awkward. The campaign lets people nominate a friend, colleague or loved one and leaves TheraBreath to deliver the news.
Five hundred “fresh breath assist” boxes are being sent to nominees, with formal letters and sample packs for those who miss out. The idea extends through a microsite and SMS journey, creator content, social engagement and a Melbourne Central activation, after kicking off with a bad-breath prank featuring TikTok duo Kaitlin & Josh.
“Even though it’s the nice, the right, and the best thing to do, no one wants to do it because we don’t want to upset someone,” said Rosie Brown, Head of Strategy, Kill Boring Dead. “So, we thought we’d just ask TheraBreath to do it for us.”
Spinny Hands 36 Cars Over to 36 Artists
Spinny marked India’s 80th Independence Day by giving 36 artists from across the country a rather unconventional canvas: a car. Each used color, symbols, landscapes and cultural influences to depict their home region, with the resulting works spanning places including Arunachal Pradesh, Ladakh, Goa, Kerala, Rajasthan, Punjab, Delhi and Maharashtra.
The project takes the idea beyond regional art by using the car as something that connects those places – part of everyday Indian life and a carrier of families, ambitions, memories and milestones. Together, the 36 individually painted vehicles become a broader portrait of the country through the places and people that make it up.
“These cars capture that movement in a way that is both personal and collective: 36 artistic expressions, each rooted in a place, but together telling one larger story of India,” Spinny said in a release.
Seen something clever, quirky, important, or downright brilliant? Let us know.
