BETC Paris channels Dune for Visit Saudi’s “This Land Is Calling.” It is dramatic, beautiful and weird. The flash from desert to sea is particularly breathtaking. We want one of those bracelets. The choice to portray a woman, traveling alone, is meant to underscore how quickly the country is changing.

Uncommon promotes British Airways’ Club World cabin by emphasizing moments of uninterrupted calm. This is an outdoor campaign, so imagine it appearing in loud and sweaty places, like the Underground or Trafalgar Square. It just feels a bit awkward that instead of actually vibing “uninterrupted calm,” it’s rocking “keep the harried masses out.” Is this the time for a message like that? I guess it is for some.

Rest comes at a premium these days. This is especially the case in Singapore, one of the most sleep-deprived countries. Secret Little Agency, a Singaporean outpost of Mother London, worked with Ikea to transform its iconic blue Frakta bag into a symbol of relaxation. Get a load of Resten, a bag that’s pretty much also a pillow. The straps are helpfully labeled “Leave the REST to Ikea,” in case you need hints on how to use it.

Here’s an idea: AlmapBBDO is turning out-of-office emails into ads, inviting people to “reduce envy” in their OOOs by offering recipients 20 percent off their next Novotel stay. Visit www.bestoooemail.com to prep an OOO that saves others money while you’re off lounging.

After all this psychic voyaging, we’ll wrap with something closer to home. Created by TBWA\MCR for limbless veteran charity Blesma, “Not Heroic, Human” features ex-Royal Marine Mark Ormrod MBE, fielding a helicopter pee from his infant. The campaign is designed to encourage people to make estate donations to Blesma, whose vets receive no government financial support. It also takes shots at the tendency to label these people “heroes,” a distant and abstract concept, to focus instead on their humanity. Gotta say, we never thought we’d be bonding with an Invictus Games winner, and the U.K.’s first triple-amputee to survive the Afghanistan conflict, over diaper duty.

The post Saudi Tourism Gets Weird, While British Airways Seeks Tranquility first appeared on Muse by Clios.

Uninvited guests can ruin a party. In this case, we’re talking about Fentanyl, which often “hides” in recreational drugs like MDMA and cocaine. With deadly results.

That’s the set-up in a surreal, unsettling :60 from the California Department of Public Health.

With its dull (mostly monochrome) color scheme, odd camera angles and jolting burst of human activity, “Party’s Over” offers an unexpectedly frank take on a public-health crisis and points to resources for more information.

This :30 takes tweaks the approach to explain the benefits of Naloxone, which is used to fight fentanyl overdoses:

Kate Hollowell of Epoch Films directs with a Lynchian flair that’s disorienting and compelling, framing the issue in a way we haven’t seen before.

“I believe incredibly serious and emotional topics can be digestible—with an appropriate amount of levity—by disarming the viewer through just the right amount of humanity and lightness,” she says. “That’s my hope with this campaign: That it gets the attention of the viewers, educates them, and ultimately saves lives.”

For many members of the cast and crew, filming the ads packed a potent punch.

“At every step during the production, people volunteered their personal stories about the fentanyl crisis,” recalls agency creative director Jessea Hankins. “Some of them have witnessed overdoses. Some of them have lost people, or knew friends who did. For us, this reinforced and humanized the statistics.”

“We knew the overdose epidemic was vast, but this really brought it home,” she says. “The vibes on set were noticeably charged. There was a collective sense that we were making something important.”

Timed to International Overdose Awareness Day, the initiative targets Californias aged 16-39, with special emphasis on Black, Hispanic/Latino, LGBTQ+ and other communities hit especially hard by the Fentanyl epidemic.

Streaming TV, digital video, social and audio are all in the media mix.

The post Fentanyl Crashes the Party in California’s Quirky PSAs first appeared on Muse by Clios.

Not sure if your mom’s turned into a finance bro? PNC Bank can help.

If she tracks stocks on multiple monitors at the dinner table, saying stuff like “the gains are pumping” and “futures don’t sleep in the after hours,” then she’s clearly entered bro country.

Developed with Arnold Worldwide, the work promises viewers they don’t have to go to ridiculous lengths to manage their finances. Naturally, PNC’s casts itself as an ally, recommending less aggressive (and absurd) options. Ads reinforce the bank’s “Brilliantly Boring” positioning.

Mom and Dad in “Finance Bro” appeared with improv troupe The Groundlings. On set, that background yielded “an ever-flowing fountain of ideas and performances,” Arnold ECD James Bray tells Muse.

It’s basically a lifestyle pitch that—in tone if not particulars—resembles amusing efforts from NerdWallet and others in the space.

Next, a time-travel tale, complete with a knight who’s seen better days:

“Sir Ronald is a character our hero picked up during his time travels,” Bray explains. The temporal tinkerer “Is still working out the kinks, which is why he found himself in the 16th Century instead of where he actually needed to be.”

In the here and now: “We’re not here to shame audiences for experiencing financial FOMO. Or the questionable money moves that ensue,” says Bray. “We’re here to extend a light-hearted hand to show them there’s a far less risky way to manage their money.”

Anonymous content director Tim Godsall—adept at quirky comedy—stages the scenarios in classic SNL sketch style. Thankfully, the commercials are funnier than most of those.

The campaign breaks this week, with TV, CTV, digital video, social and audio all in the mix.

The post PNC Bank Lampoons Finance Bros and Time Travel first appeared on Muse by Clios.

With over eight years of industry experience, Gonzalo is currently a creative director at Fahrenheit DDB. 

We spent two minutes with Gonzalo to learn more about his background, his creative inspirations and recent work he’s admired. 

Gonzalo, tell us …

Where you grew up, and where you live now.

I was born in Lima, Peru, and I’m still living here. Although I have plans to work in larger markets, this city has something that is hard to leave behind. It has so many good things and so many horrible things—it feels addictive.

How you first realized you were creative.

I was never the best student nor the worst. But I always did things in a unique way—always my own way. In writing exercises, I created stories that left the teacher completely shocked. The same happened when it came to singing songs. There was no way I wouldn’t change the lyrics to all of them. I always knew I was a creative person.

A person you idolized creatively early on.

My parents. My dad was a visual artist who had a unique way of seeing life. He had muscular dystrophy, which made him progressively lose strength. I always saw him inventing tools and machines to solve his physical problems. And my mother is very creative. There’s no one funnier than her. She also writes and sings. My habit of changing lyrics came from her. I’m almost an exact copy of the two of them mixed together.

A moment from high school or college that changed your life.

Once, in school, I got into big trouble. When YouTube was something new, we recorded a very stupid video with some friends, mocking some classmates. We uploaded the video, and soon everyone was sharing the link. The parents of the kids complained, and we were given a very harsh punishment. Despite not saying anything in the video, I was complicit, even sharing a laugh. It was the first time I felt I had caused harm to someone. That experience prompted deep reflection.

A visual artist or band/musician you admire.

Cuban singer-songwriter Silvio Rodríguez. He grew up as a musician during the time of the Cuban Revolution, so his songs are very political, but also very sentimental. One of my favorites is called “Testamento,” in which he sings about all the topics he hadn’t dedicated a song to before. It’s like a mea culpa for not composing enough songs. That song always touches my heart.

A book, movie, TV show or podcast you recently found inspiring.

Recently, I watched a Chilean documentary called The Eternal Memory, which portrays the life of an important journalist who dedicated part of his life to promoting collective memory in Chile, so the people here wouldn’t forget the dictatorship. However, now he is losing his memory due to Alzheimer’s. It’s a deeply emotional film that draws a parallel which I found brilliant.

One of your favorite creative projects you’ve ever worked on. 

AWA: “The Soap That Cleans the Rivers” is one of the projects that makes me feel the most proud. This idea had to be postponed due to the pandemic. It was a huge effort, which makes it even more deserving. It won the first Innovation Lion in the history of Peru.

A recent project you’re proud of.

I’m working on a B2B idea for Corona. We are at the filming stage. The idea is called “Rent Your Sunset.” It’s an initiative where different businesses with a sunset view rent their windows to Corona. Doing so creates a new space for communication, inviting people to enjoy nature.

Someone else’s work that inspired you years ago. 

The work done by Del Campo Saatchi & Saatchi was the first to inspire me. When I began in advertising, the case study from “The Fairest Night” blew my mind.

Someone else’s work you admired lately.

For the past few years, I’ve admired Mihnea Gheorghiu. I love everything he’s done for Diesel, with a lot of consistency, boldness and brilliance.

Your main strength as a creative person.

Obsessiveness. I know many people with exceptional talent, but I doubt there are as many people with the level of obsession that I have.

Your biggest weakness.

My tendency to take on more than I can handle at times. I struggle with the notion that it’s sometimes necessary to let go.

A mentor who helped you navigate the industry.

Today, my biggest mentor is my boss, Sergio Franco. The trust he has placed in me to lead projects and teams has made me feel capable of doing so. He possesses a very strategic and profound view of creativity. It’s something I strive to learn from each day.

How you’re paying it forward with the next generation of creatives.

Being a creativity teacher in different schools is something that gives me immense satisfaction. I think the greatest thing anyone can do is to share what they know without selfishness or pettiness.

What you’d be doing if you weren’t in advertising.

Any other profession that involves creativity or art. Interior design, culinary arts, filmmaking, literature. The beauty of advertising is that it often enables you to explore different worlds.

The post Gonzalo Pazos of Fahrenheit DDB on the Beauty of Advertising first appeared on Muse by Clios.

The Office broadcast its last episode more than a decade ago. But its satirical take on white-collar humor continues to inform marketing and culture.

Which brings us to the :90 below from Italian coffee brand Lavazza. Set to “Que Sera, Sera,” the scenario stars Luigi the corporate robot.

Luigi serves coffee. And he yearns to try a cup, to see what all the fuss is about.

Once he imbibes, well … stuff happens. Amusing stuff. Kinda trippy. Not super HAHA, but worth a watch and well realized.

Steve Carell and John Krasinski, who anchored the U.S. version of The Office, show up near the end.

We’re sure that’s just coffee? Better stick to lithium-ion stimulation, robo-dude.

Funny thing is, if The Office ever makes a comeback, it would surely deal with AI and such. Which makes Lavazza’s approach feel in step with the times and true to the tone of the series. (Dwight would’ve bonded with the bot. He was such a tinpot dictator.)

Developed with VML Italy, the Lavazza initiative launches this week. Look for more installments soon.

The post Carell, Krasinski Star With an Office Robot for Lavazza first appeared on Muse by Clios.

Back in the day, Liquid Death CEO Mike Cessario and other employees “would lug around a casket they had hollowed out and converted into a cooler,” recalls Andy Pearson, the brand’s VP of creative.

“People at trade shows and live events loved it,” he says. “But it was very DIY.”

That charming bit of history informs LD’s collaboration with YETI, which buries the DIY trappings six feet under.

The companies crafted “a super-legit casket cooler, fueled by all of YETI’s amazing technology,” Pearson says. “This thing is a perfect, beautiful mashup of both our brands.”

LD’s auctioning off the casket through Aug. 30. Bidding starts at $1,500. It can hold about 400 12oz cans of product (minus the ice). Clearly it’s worth every penny.

Remember how the canned water brand’s last wacky auction generated controversy and extra publicity? Good times!

But … what if some folks feel triggered by LD’s funereal falderal?

“If anyone is worried about a premature burial, I would definitely advise against them trying to win the auction,” Person says.

Wise words for another edgy outing from a brand that seeks to entertain while exploiting potentially upsetting themes.

Recent examples include a wet and messy collab with Van Leeuwen Ice Cream, stoner humor from Ozzy Osbourne and this pairing of school kids and cigarettes (starring The Deep from Amazon Prime).

The post Liquid Death’s Casket Cooler Keeps Drinks Cold ‘For an Eternity’ first appeared on Muse by Clios.

They couldn’t freeze out Reggie Bush forever.

This week, the former star USC running back emerges from a frosty chamber in the latest installment of Nissan’s beloved “Heisman House” campaign.

Bush debuts in da House just months after reclaiming his 2005 Heisman Trophy. College football’s biggest prize which was taken from him in 2010 amid allegations that he received money and gifts in violations of NCAA rules.

That’s … cold. Especially in today’s NIL era, with elite college players reaping brand benefits and bucks all the time.

Anyway, for Reggie, all’s forgiven.

Now, the newly-thawed dude must catch up on what’s been going on during the past 14 years at the House. Schtick about VR and social media ensues in vignettes directed by Biscuit’s Aaron Stoller.

Also appearing: Heisman winners Jayden Daniels, Baker Mayfield, Robert Griffin III, Mark Ingram, Tim Tebow, Desmond Howard, Billy Sims, Steve Spurrier and more. TBWA\Chiat\Day N.Y. developed five ads, hyping the 2025 Nissan Kicks, 2024 Nissan Z Heritage Edition, 2025 Nissan Rogue and other vehicles.

“‘Heisman House’ is more than just a campaign. It’s become a part of culture, woven into the fabric of people’s hearts, and something they eagerly anticipate each year,” says Marisstella Marinkovic, Nissan U.S. VP and CMO.

Amid the usual silly humor and manic team mascots, Reggie’s newsworthy presence should provide an extra push into the public consciousness. He’s down with the “Push,” after all.

“When it was first announced that Reggie was getting his Heisman trophy back, fans on X immediately started speculating” about Bush joining the House, Marinkovic tells Muse. “Just having Reggie Bush on set with all the other Heismans was great to see. Everyone was so excited for him.”

“Jayden Daniels, a longtime fan of Reggie’s and the newest Heisman, was starstruck and the two exchanged jerseys,” she says. “It was a really sweet moment and just showed how much winning the Heisman trophy really bonds the players together.”

As part of the initiative, EA Sports is hosting an activation for its College Football 25 title. In October, players can register to compete virtually to win a Nissan Kicks1 and other prizes.

The post Reggie Bush Chills in Nissan’s Heisman House first appeared on Muse by Clios.

Any time you’re referencing Three’s Company in a client presentation, you’re winning.

The assignment was a familiar one, creatively. But challenging from a production standpoint.

Plymouth Rock Assurance needed a TV campaign to highlight their New England sports sponsorships with the Bruins, Patriots and Red Sox. Great assignment! But we didn’t have the luxury of shooting individual ads covering each team. So, how do you get baseball, basketball and hockey messages to comfortably co-exist, in an ongoing construct, over many executions?

We knew we’d be able to feature the logos and mascots. Likely a Patriots cheerleader. Possibly, Bruins hockey announcer Jack Edwards for a cameo. Maybe a player—at some point. Those were the ingredients we had to cook with.

As we dove into the concept phase, we thought, “What if we had characters that represent each team? And have them all, inexplicably, live together, In a house, where they talk about nothing but sports and insurance? Could that work?”

We mulled classic sitcoms like Three’s Company, Seinfeld and Welcome Back Kotter. And even Adult Swim’s internet smash “Too Many Cooks.”

The sitcom format could allow all these different characters—”the gang,” in genre parlance—to-intermingle with no rhyme or reason. That seemed like a fun, conceptually sound solution. Plus, few cities are more sports-obsessed than Boston. Hockey fans are football fans are baseball fans. So, even though they might see the commercials during a Bruins game, they’d be happy with a Patriots or Red Sox reference. Ultimately, we decided to put every sport in every spot.

Of course, if you’re doing a sitcom, you need a theme song. We didn’t have the budget for a bespoke music composition. But fortunately, I’m an ASCAP songwriter and the team trusted me to take a swing at it. And I had my longtime collaborator Tom Polce (of the legendary Boston band Letters to Cleo) produce the music with jazzy genre flourishes.

We produced six spots in the first campaign (“Season One” in 2022). They rolled out over the course of baseball, football and hockey. The feedback from the client, teams and fans was positive. A year later, they greenlit “Season Two.” At that point, we added Bruins defenseman and Norris Trophy finalist Hampus Lindholm.

Now, any creative who’s ever shot athletes will tell you: It’s fun and exciting to meet the players, but it can be tough to get good performances. And “The Bostonians” format required dialogue in every spot. On top of this, Hampus is Swedish. English isn’t even his native tongue. Uh-oh, right? Well, actually, no. Hampus is pretty darn hilarious, personable, open to direction and was happy to do the necessary all the takes over a full day of shooting. If this hockey thing doesn’t work out for him, he might have a solid “Plan B” on camera. With Mr. Lindholm’s presence adding to the festivities, “Season Two” felt even bigger and better than the first.

A simple advertising truth: It’s extremely hard to a) find a construct that works over many, many executions and b) have a client stick with that construct over time.

But our team at Plymouth Rock—Brad Baker and Amber Dempsey—have been champions of “The Bostonians” campaign since the start. Additionally, we’ve been able to keep the core cast—Paul (the Minuteman), Jimmy (the groundskeeper), Landon (the Ice Cleaner) and Sam (the sister)—together.

We’ve even had access to the same Brady Bunch-style home location, too. I mention this continuity because “Season Three” (2024) was produced under unique circumstances where that familiarity was much appreciated.

As work for the third installment got underway, the agency I founded, HeyLet’sGo, where “The Bostonians” started, was in the process of being acquired by Rival. We were in production as the deal got done.

So during the acquisition—a time of massive change—we had this familiar, steady campaign as one of the first projects completed at the new agency.

New team? New agency? No problem. “The gang” was coming with us. Like the theme song says: “Knock-knock, come on in. They’re the Bostonians.”

The post A Look Inside Plymouth Rock’s ‘Bostonians’ Campaign first appeared on Muse by Clios.

Pro-tip: Don’t let a few loud internet people’s definition of Diversity, Equity & Inclusion get you twisted.

Nicole Simpson, Director of DE&I at RAPP, has got you covered—legally—on this week’s episode of #BlackTea. Hear how her legal background uniquely equips her to be amazing at her job. She breaks down the term beyond the abbreviation and why companies can’t legally or financially afford to ignore it.

Plus, she unpacks how inclusivity really starts with a profound sense of self. And then, we had to have some fun, so we spill about the best of the Olympic ads, the ultimate Black women brunch table, and must-try Black-owned beauty brands. Check it out.

Click here for more Black Tea.

The post Nicole Simpson on the Big Picture of DE&I first appeared on Muse by Clios.

Stephanie, a neuropharmacologist, is the founding advisor of Beyond the Bench. The firm provides solutions to organizations and clinics in the natural product, plant medicine and psychedelics sectors. Stephanie champions the exploration of novel therapeutic approaches.

She has also had a hand in several startups, including music label Public Secret, management agency/ artist collective Mt. Mushmore, and The Last 6, which funds research for Kawasaki disease.

Stephanie’s career path includes experience at Johnson & Johnson (Biosense Webster). She is also a prescriber for MDMA and psilocybin therapy for the Canadian Special Access Program (SAP), and a scientific advisor for the Microdosing Collective.

We spent two minutes with Stephanie to learn more about her background, her creative inspirations and recent work she’s admired. 

Stephanie, tell us …

Where you grew up, and where you live now.

I grew up in Montreal. I moved to Los Angeles in 2017, and now live up the coast in Ventura, Calif. 

How you first got interested in psychedelics.

Like many, it started with my own experience. I also studied neuropharmacology and have a deep interest in the brain. During my studies and research fellowship, I explored traumatic brain injuries. I was struck by the limitations of traditional pharmacotherapy, which often falls short as a long-term solution. The enduring challenges faced by individuals with TBI underscored the need for more effective interventions. Through my personal use of evidence-backed plant medicines, I discovered the meaning of plant power. And I’ve made it a mission to innovate in healthcare, to demonstrate the value of integrative medicine and to bridge science and spirit. 

One of your favorite projects you’ve ever worked.

I’m currently touring a talk with my friend Jane Garnett (LMFT) called “The Chemistry of Joy.” It’s a discussion that covers the therapeutic models and science of MDMA and heart openers. But it’s also a conversation that dives deep into culture and society. We discuss the power of community and how to bridge the gap between healing and joy. It’s informative, fun—and, most of all, important. What I love is that every time we deliver this talk, it takes on a different shape. We’re making it more experiential and though the overarching themes are consistent, Jane and I will dive into a variety of new topics to engage the audience in different ways. And you can always expect a good laugh. 

A recent project you’re proud of.

Modern Medicine Services (ModMeds), an integrative medicine clinic in Los Angeles with a focus on mental health. The ModMeds approach goes beyond traditional therapy, providing comprehensive care that supports the entire human experience and fosters healthy habits outside the clinic. The integrative practice ensures individuals receive complete care with a team of experts. What sets ModMeds apart is its blending of Western medicine with alternative therapies, including psychedelic-assisted therapies.

Soon, I’ll be developing a research program, a provider partnership program, peer-to-peer education and training, plus community outreach. The growing team includes integrative medicine specialists, a psychiatrist, a clinical psychologist, nurses, registered dietitians and acupuncturists. The clinic is designed with attention to detail, featuring art, ambient lighting and elements that create a comforting and inspiring environment.

The biggest challenge psychedelics marketers face today, and how to approach it.

There are stigmas and legal barriers. Despite growing evidence supporting the therapeutic benefits of psychedelics, they remain largely misunderstood and are often associated with illegal drug use. Many providers and other stakeholders in healthcare are skeptical. I’ve even noticed that when running campaigns, like Google Ads, certain keywords related to psychedelics and mental health will get flagged and this will keep you from launching any kind of marketing. Education and awareness are the cornerstones of overcoming these challenges. We must extend our educational efforts beyond the confines of the “psychedelic bubble” and continue to actively seek funding for research.

One thing about how the psychedelic space is evolving that you’re excited about.

People are reaching for the stars. From diverse applications of psychedelic therapies to lobbying efforts and creative business ideas.

Someone else’s work, in psychedelics or beyond, that you admired lately.

Dr. Evan Lewis, my research partner and mentor since my entry into this field, is making remarkable contributions to neurology. His pioneering research highlights the profound connection between mental health and neurological disorders, emphasizing that true healing and optimal outcomes require a multidisciplinary approach that integrates the body, mind and spirit.

A book, movie, TV show or podcast you recently found inspiring.

Awareness by Anthony DeMello.

A visual artist or band/musician you admire.

Up and coming artist collaboration project BIGGER THAN US by BOSA and Marieme.

Your favorite fictional character.

Chandler Bing from Friends, Moira Rose from Schitt’s Creek, the whole cast of Succession, are just a few.

Someone worth following on social media.

Neuroscience of Dance: @neuroscienceofdanceartscience

Your main strength as a marketer/creative.

Intuition

Your biggest weakness.

I can take impersonal matters personally. 

Something people would find surprising about you.

I speak three languages fluently and can get by in three others. So, I can roast you in six languages, haha! 

What you’d be doing if you weren’t in the psychedelics space.

Something creative, like being a musician or architect. I’d love to design interesting and unique homes. 

The post Stephanie Karzon Abrams of Beyond the Bench on Psychedelics Reaching for the Stars  first appeared on Muse by Clios.