Undecided if these are even within the combine for gongs, however they’re my faves over the previous 12 months…
AXE – THE POWER OF SWEETNESS
A love story. Kind of. Besides the romantic lead is a canine with abandonment points. AXE’s newest outing introduces a pooch who’s not having anybody smelling good come close to his gal. It’s absurd. It’s jealous. It’s humorous. And by some means, it’s additionally a reminder that AXE nonetheless is aware of how you can combine confidence with chaos. Lassy, you loopy mutt – we salute you.
IKEA – CO-WORKER
Solely IKEA might make a job utility really feel like a sport. Truly, it was a sport. Set in Roblox, “Co-Employee” let gamers tackle the flat-pack frenzy and really apply for a paid digital job within the iconic blue field retailer. 178,000 purposes in simply two weeks. That’s extra candidates than meatballs.
ANDREX – GET COMFORTABLE
College’s robust. Particularly while you’re too anxious to go to the toilet. Andrex hits a surprisingly emotional nerve in its final instalment of the “Get Comfy” platform – and this time, it really works. As an alternative of bathroom gags, it goes deep into the awkward actuality children face in school and says the unsayable: it’s okay to go. Trustworthy, heartfelt, and completely timed with examination season. Hopefully it should are available in at primary and never quantity two (sorry. I needed to.)
Nick Spink is artistic director at Cheil UK
