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Find out how a loch-mess monster, ice cream imitation, and fake audiobook are part of our favorite campaigns this week

MANILA, PHILIPPINES — Every week, the advertising industry elevates creativity with works that get people talking. May it be raising awareness on social causes, spreading joy, or telling a unique story, marketers and advertisers have continued to find newer and more dynamic ways to communicate brand messages to target audiences around the world. True enough, there is no shortage of great campaigns for the adobo Magazine team to admire and celebrate in time for each week’s round-up.

From gripping stories that stay with you for hours after seeing them for the first time, to brilliant engagements that bring the brand to new heights, here are the campaigns that crossed our radar this week:

Lightning, loch mess, and a hilarious home catastrophe

Budget Direct, known for its tongue-in-cheek advertising style, has launched “Loch Mess Monster” via 303 MullenLowe. The campaign features a humorous storyline of an Aussie pool cleaner brought to life by a lightning strike, causing chaos in a family home. From Budget Direct’s previous campaigns, the familiar characters, Sarge, Jacs, and Chief come to the rescue.


This release follows Budget Direct’s September campaign, “Rise of the Machines,” which portrayed malicious e-bikes and e-scooters causing trouble for a motorist. The article also highlights Budget Direct’s recent achievements, including winning Best Value Car Insurance and Best Value Home and Contents awards in December and being named Budget Direct Insurer of the Year for 2024 by Canstar, marking three consecutive years for the prestigious award.

Ice cream ad hilariously exposes “Magnum-like” misadventures

Magnum, the iconic stick ice cream brand, has launched a new campaign in the UK to emphasize its leadership and originality with a clever twist. Conceptualized by LOLA MullenLowe Madrid, the campaign responds to consumers referring to imitations as “Magnum-like” ice creams by highlighting the distinction between them.

The campaign film depicts a woman discovering that her partner has been buying fake Magnum ice creams, leading to comedic chaos. The multi-channel campaign, including TV commercials, out-of-home, prints, point-of-sale, and digital elements, encourages consumers to “Stick to the Original.”

Agency celebrates New Year with 100,000 tailored Thank Yous

Publicis Groupe celebrates its outstanding achievements in 2023 and kicks off 2024 with a unique approach. Instead of a single New Year’s Wish film, the agency created 100,000 personalized films — one for each member of the Publicis team.

Using AI video, storytelling, and personalization at scale through Marcel, the agency gathered and connected information about each team member, then sent them a personalized thank you based on their interests and passions. This innovative One-to-One Wishes project matched the right language, leader, and interests of each person, creating a tailored New Year’s message.

Stephen Fry’s audiobook leaves listeners hanging for a cause, not just a cliffhanger

The high-profile launch of an audiobook narrated by Stephen Fry, titled The Missing Lines, is revealed to be part of an awareness campaign for the UK charity Missing People. The campaign, launched on leading podcast platforms, frustrated listeners with an abrupt ending just three minutes into the story. This left the main character, Marcus, missing after being coerced into working with a drug gang. The next eight chapters are filled with silence, symbolizing the unresolved experiences of those whose loved ones go missing.

Stephen Fry, a longstanding patron of Missing People, explained in the final chapter that the podcast is a partnership with the charity to reflect the limbo many parents feel when their loved ones are missing. The campaign, created pro bono by House 337, aims to raise awareness about the significant issue of missing individuals and encourage support for Missing People.

A challenger bank offers zero compromises but lots of laughs

With the ambition to become the primary digital bank for those seeking essential banking products and services, Hello bank! has launched a new communications territory in collaboration with Marcel. The campaign, with the tagline “Online, only better,” features a series of hysterical films directed by François Lallier. All three films emphasize the idea that becoming a Hello bank! customer eliminates compromises in choosing a bank.

Here’s a look back at adobo Magazine’s weekly campaign picks.

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