Each week, we spotlight five ads that stood out. Some win us over with bold ideas, others with standout craft, clever copywriting, or sheer originality—and a few we can’t explain. We just like them.
This week’s picks span the emotional, the inventive, and the quietly radical. From a bar of soap capturing the raw realities of creative life, to a digital tool helping women in China rewrite their names, the work reflects a range of campaigns using unexpected mediums to say something meaningful. Plus, a national search powered by food delivery, a bold 50th anniversary from SBS, and Apple’s intimate Mother’s Day tribute shot in spatial video.
Grab Thailand – ‘Grab The Missing’
In a powerful use of its delivery platform, Grab Thailand has launched ‘Grab The Missing’ — turning its drivers into a distributed search network for missing persons. Created by YDM Thailand with FM91 TrafficPro, the campaign puts real-time missing persons posters on delivery bags, addressing an urgent issue that often fades from public view. One person goes missing in Thailand every four hours, the campaign notes, underscoring the need for wider awareness.
SBS – ‘We Go There’
Marking its 50th anniversary, Australian broadcaster SBS has launched a bold new campaign with the line “We Go There.” The work reflects SBS’s legacy of pushing boundaries and airing stories that might not find a home elsewhere. From its early roots to present-day programming, the spot reinforces the broadcaster’s role as a unique voice in the Australian media landscape.
LUX – ‘Reclaim Her Name’
Following up on its campaign spotlighting sexist names in China, LUX has introduced ‘Reclaim Her Name’ — a digital tool that helps women reframe names with negative connotations into something empowering. Created by VML, the campaign continues the brand’s work challenging gender bias by offering a practical solution that blends cultural awareness with modern technology.
BBH Singapore – ‘Rinse & Repeat’
BBH Singapore has launched ‘Rinse & Repeat,’ a project that offers an honest reflection on the creative journey — from rejection and self-doubt to the ongoing pursuit of new ideas. Inspired by the lived experiences of the agency’s own creative team, the initiative explores the emotional and psychological challenges that often go unseen in creative industries.
Apple – ‘A Gift for Mom’
Shot in immersive spatial video using an iPhone and Apple Vision Pro, ‘A Gift for Mom’ is an emotional tribute to motherhood. The film captures a year in the life of a couple and their newborn son — a journey viewed through the eyes of a mother receiving the film as a heartfelt gift. The work highlights Apple’s growing focus on emotionally resonant storytelling that also showcases its latest tech.
Know a campaign that should be featured in an upcoming edition of Friday Ad 5? Send it our way here.
