The 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 the lineup runs from road-crash economics to café-window theater, with a fish brand tackling “shame” and an insurer swapping sofas for the memories made on them. Two campaigns lean on the same trick — turning an ordinary object into an emotional stand-in — and land in very different places doing it.
There’s also a reminder that not every insight needs a big production to land. Sometimes it’s a jingle. Sometimes it’s a Skipper telling you to hold your fish high.
SaveLIFE Foundation Spotlights Bad Driving Decisions
SaveLIFE Foundation has launched Nuksaan Ka Sauda, a seven-film digital series developed with McCann Worldgroup that reframes India’s road safety crisis as a financial calculation rather than a matter of recklessness. The films follow protagonists making small money-saving decisions — a cheap helmet, an overloaded vehicle — before revealing the cost.
Three of the seven films feature hyperlocal creators from the trucking, cab-driving, and motorcycling communities the campaign targets: Kundan Singh, Angkit Joshi, and Faraz. Each produced an original reel in their own style set to the campaign jingle, and the release states the series has drawn more than 7 million YouTube views and 5 million across Instagram and Facebook.
“Far too often we label unsafe drivers as simply ‘negligent,'” said Piyush Tewari of SaveLIFE Foundation. “Behaviour change is one pillar of a Safe System; it works only when it is built on respect for the road user, not blame.”
Sealord Wants New Zealanders to Stop Hiding Their Love of Fish
Sealord has launched ‘We Love Fish,’ a new long-term brand platform built with Motion Sickness around what the brand calls “fishame” — the guilt some fish lovers feel eating it in public, cooking it at home, or reaching for the frozen aisle. The platform rolls out nationwide across TV, digital, social, and out-of-home.
The launch film, ‘The Manifishto,’ was made with The Sweetshop and directed by Damien Shatford. It follows a Skipper tracking down fishame in the wild — a commuter hiding an open tin of tuna on a bus, an office worker caught reheating fish in the microwave, a kid interrogating a hoki fillet at dinner — before urging people to hold their fish high and proud.
“New Zealand is basically one long coastline,” said Will Macdonald, Creative Director at Motion Sickness. “Which means loving fish isn’t really optional. We are biologically engineered to love the stuff.”
Lifebuoy Playfully Pokes fun at Indonesia’s Fair-Weather Football Fans
Lifebuoy, an official partner of the FIFA World Cup 2026, has launched ‘Tiba Tiba Fans’ in Indonesia with agency frank. Singapore — six episodic films, each built around a different reason fans switch team allegiances mid-tournament, from falling for a rival supporter to helping an amnesiac grandfather remember his team.
At the center of the campaign sits a limited-edition Lifebuoy body wash range with four variants inspired by popular football teams. Buyers were entered into a draw for all-expenses-paid trips to the US to watch the World Cup live, plus merchandise, gadgets, and vouchers.
“Switching team loyalties has become a new normal, and nobody knows this better than Indonesian fans,” frank. Singapore said in a LinkedIn post. “Lifebuoy’s ‘Tiba Tiba Fans’ campaign celebrates exactly that: the very human reasons we suddenly find ourselves supporting a new team.”
Cadbury Turns a KL Café Window Into a Live Stage
Cadbury Dairy Milk Malaysia and Ogilvy Malaysia transformed The Breakfast Spot, a café in Petaling Street, Kuala Lumpur, into a live theater performance as part of the brand’s global ‘Made To Share’ platform. A transparent LED screen was installed across the café window, animating the grid design from Cadbury’s packaging while a live performance played out behind it.
Ogilvy Malaysia worked with local theater company fskl.works on a story about three friends meeting at the café, timed to sync with the animated grids. The activation was supported by social teasers and an on-ground element where visitors could build their own ‘Made To Share’ Dairy Milk bars.
“Each grid on Cadbury’s packaging reveals an insightful generous moment, In essence it’s a storytelling platform – so we thought ‘what if we extended it?'” said Graham Drew, Chief Creative Officer, Ogilvy Group.
Income Insurance Reframes What a Home Is Actually Worth
Income Insurance, with Leo Singapore, has launched ‘Home Is Where Memories Live. Protect Yours With Enhanced Home Insurance,’ a campaign aimed at closing a gap in how homeowners understand their coverage. A Milieu Insight survey of 200 homeowners found that while 93% know fire insurance and home insurance are different, only three in ten understand how the coverage itself differs.
The centerpiece film follows a young woman returning to her childhood home, where familiar rooms and belongings surface memories of her family. The campaign extends the idea digitally by reframing household objects as the moments attached to them — a sofa becomes movie nights, a dining table becomes family conversations, a bed becomes bedtime stories.
“Most home insurance advertising focuses on things people own. We wanted to focus on what those things represent,” said Asheen Naidu, Group Executive Creative Director, Leo Singapore. “By shifting the conversation from possessions to the moments attached to them, we created a campaign that reminds homeowners what they are really protecting.”
Seen something clever, quirky, important, or downright brilliant? Let us know.
