Every week, I attempt to share a curated list of best new creative ads. Occasionally I comment on topics relevant to the ad industry. In this week’s creative compilation: ads from IKEA in Belgium, Cadbury in India and more.
IKEA: price per moment
I have long argued that value for money is mistakenly attributed to be something that is affordable and packs in some features that are available at a higher price point. You see VFM being bandied about when it comes to purchases in automobiles, hotel stay, accessories like watches and so on. Everybody seeks and gets the value they want. If someone can afford to and decides to spend on a luxury hotel room, the argument ‘you could have got a room to sleep in for the night at half the price’ does not work. A car takes you from Point A to Point B, all watches show time, all perfumes smell good. But you cannot rationalise with someone by saying ‘you paid too much’ for things they love. Someone who bought a luxury penthouse or splurged on a luxury watch feels their money is well spent – they get as much value as someone who feels they have made a smart decision by opting for a mid-priced brand or service. After all, our purchase decisions are driven by the emotional brain, not the rational one.
In this context, comes a campaign from Belgium. IKEA is a seen as mass-market, budget friendly brand in Europe. Yet, there could be moments when consumers might wonder if they really needed that purchase or if they paid too much for it. These ads shift the conversation from ‘cost paid’ to ‘what value did it bring to my everyday life‘.
Agency: Ogilvy
GRAZA olive oil: NASCAR sponsorship
It is customary for brands to announce their sponsorship or partnership with sports events. Such announcements work best if there is a connect between the brand or category and the nature of the event. GRAZA olive oil ‘puts their sizzle power to test’. Loved it.
Agency: Nice & Frank
Netflix: The Last House promotion
The Last House is a sci-fi thriller on Netflix. In a promotional stunt, they placed a live performer inside a fully furnished living room built into a 30-foot-high billboard at Sunset Boulevard and Selma Avenue in Los Angeles.
The success or buzz around such is when regular media covers it as news.
Cadbury Celebration: Rakhi 2026
Even though you know exactly how the ad will pan out as a viewer, the new Cadbury Celebrations ad for this year’s rakhi festival holds your interest. The magic is in the real-life situations depicted which most siblings would have experienced. Aside from the pranks, I loved the situation which shows how the elder one feels at the arrival of a new born. Human truth always elevates a creative idea.
Agency: Ogilvy
Monzo: get busy living
Ad campaigns for both legacy and digital banks are mostly about features with a hint of ‘peace of mind’ as a benefit. Monzo, UK’s digital bank recently launched a campaign ‘Get busy living’ to cue that we all can go about our regular lives without ‘worrying’ about personal finances & banking. It’s a bit of a stretch but the point is driven across well particularly in this film thanks to the line ‘When you business accounts are in tune, so are you.’.
Agency: Uncommon
Domain: 3D property tour experience
Domain is a property search firm in Australia which has partnered with Matterport to offer immersive 3D tours. Shorn of jargon it simply means being able to see the property anytime, anywhere virtually as if you were there in person. That premise is brought alive in some hilarious situations. Lovely example of not confusing a feature as a benefit.
Agency: Howatson+Company
Snickers: Eulogy
The long standing ‘You’re Not You When You’re Hungry’ idea to life in a new spot that dramatises the over-reliance on AI and mindlessly reading out AI outputs.
AI is making more of our everyday decisions and when people rely on it without thinking twice, the results can be hilariously human.
The film ends with ‘Satisfies’ as the tagline. Can’t help wondering if the classic tag line and creative idea is being let go or held on to.
Agency: BBDO
Which one was your favourite? Do comment in.
