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In this week’s best ads — Mimiyuuuh’s cross-genre adventure, sharing happiness via ice cream, and a tribute to late football legend Pelé

MANILA, PHILIPPINES — The creative industry is brimming with tons of amazing ideas, so it’s no surprise that there’s never a shortage of great campaigns to admire and celebrate.

From gripping stories and new perspectives that embody what a brand stands for to new fun ways people can engage with a brand, here are campaigns that caught adobo Magazine’s eye this week:

How Selecta decided to #ShareHappinas


This week, we looked back at the Selecta campaign that made ice cream a beacon of human connection during the pandemic. This campaign by BBDO Guerrero, which encouraged Filipinos to send ice cream to one another via Grab as an act of love from a distance, was launched with a spot starring comedian Red Ollero. Red, after his job of delivering happiness via gigs was put on hold due to lockdown, discovered a new, delicious way to deliver happiness to others.

Mimiyuuuh shows us the magic of Prime Video

In this epic Prime Video ad by Superson, Mimiyuuuh, one of the Philippines’ biggest YouTube content creators and social media icons, takes us on a journey across the genres. She gives movie and television buffs a tour of the various content available on the streaming platform with a bang as she interrupts a romantic moment between a couple in a K-drama, drops into the 2D world of anime mid-fight, and gets whisked away on a thrilling motorbike ride with an action star.

A happy holiday for uninvited guests 

This satirical Christmas ad definitely had everyone cringing — and it was meant to. To get people’s skin crawling at the thought of what will happen if they don’t avoid food waste over the holidays, Zero Waste Malaysia and Dentsu Creative Malaysia created a spot that starts off with a cheery blissful voiceover and a lovely scene of a Christmas dinner setup. It soon becomes evident that the celebratory narration is from the point of view of the creepy crawlies — from worms and cockroaches to mice — who are enjoying all the waste as they start invading the home to get to the leftovers.

The real stories behind the World Cup 

Flemish newspaper De Morgen and creative agency mortierbrigade turn to AI to capture the true background of this year’s World Cup — one that was riddled with controversy. The images showed people with rainbow flags despite Qatar’s anti-LGBT policies, exploited workers who suffered during the construction of the stadiums, and activists protesting this World Cup’s ecological impact. These not only showed the real context in which the World Cup was held, but also highlighted how these images aren’t real because there were no real images depicting these silenced stories.

Driving a Chevy full of memories

Together with creative content studio AFX Creative, Chevrolet launched a short but powerful ad that tugged on heartstrings. The spot follows Mrs. Hayes who, throughout most of her life, has been with her ‘57 Chevy Nomad. It starts when she becomes the sole owner of the car when she loses her husband as a young woman and follows her journey as she slowly sees, throughout the community and connection she finds in her neighborhood, that love and family don’t end after loss.

The football legend that lives on in our hearts

Usually, Brazil’s football team wears five stars on their jerseys to represent the five World Cup trophies that they’ve won. However, as a tribute to the late football legend Pelé, South American football confederation CONMEBOL and Mercado McCann transformed three of the five stars on their jerseys into heart symbols, representing the three World Cup wins with Pelé on the team. The campaign also came with an inspiring short film that paid tribute to how his iconic football career started, and how he will continue to live on in football legacy and in the hearts of football fans and players around the world.

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

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