Creative Creative Works News

Creative Works: 10 of the best ads of the week from Guinness to Greenpeace

By Imogen Watson and Ellen Ormesher | senior creative reporter & staff writer

May 19, 2021 | 10 min read

At The Drum, we believe great work deserves recognition and that talented creatives should get their share of reverence for the hard work they put in. So each week we will update our hall of fame, celebrating the 10 best ads from our Creative Works section. Welcome, and don’t forget to vote for your favorite!


Google’s ‘Class Dismissed’ by BBH London is in support of Global Citizen

In partnership with Adobe Stock, The Drum’s Creative Works is a handpicked selection of our favorite work from around the globe, covering digital, OOH, print, TV and radio. Each week, The Drum selects the 10 best ads from the section. To submit work, please fill out this online form.

This week saw the re-opening of indoor wining and dining across much of the UK, and to celebrate Guinness released its campaign ‘Welcome Back’, which comes as part of broader efforts to lift social restrictions as vaccination efforts make headway around the world.

Meanwhile, Sandy Hook Promise is tackling the latent pressures of the pandemic, particularly on young people, with its spot ‘The Kids Are Not Alright’. The work forms part of a national call to action in the US, devised to help parents and caring adults learn the signs of a child in emotional distress so they can get help before it’s too late.

Finally, Greenpeace has released a spot that holds nothing back in its criticisms of prime minister Boris Johnson, who is portrayed as a floundering caricature in front of the world’s media while pontificating on the issue of the climate crisis.

That’s just for starters. Scroll down to see the best work from our Creative Works section. And don’t forget to vote!

ITV: Drama vs Reality by Uncommon

ITV has united two of its biggest stars from opposite ends of the programming spectrum for a new brand campaign dripping with murderous intent.

‘Drama vs Reality’ brings together Bafta-winning actor Jason Watkins with Love Island winner and reality TV star Kem Cetinay, who is lured to the former’s plush trailer for a deadly glass of wine.

The brainchild of Uncommon, the playful piece is supported by a fully-integrated marketing campaign harnessing outdoor and social media activity to communicate the killer concept to as broad an audience as possible.

Vote for the work here.

Guinness: Welcome Back by AMV BBDO

The latest Guiness campaign is a toast to the recent reopening of pubs and bars in the UK, and broader efforts to lift social restrictions as vaccination efforts make headway around the world.

#LooksLikeGuiness features images set against a heartfelt Jack Savoretti rendition of the classic ballad Always On My Mind – a song made famous by Elvis Presley and Willie Nelson.

Before the pandemic’s onset, one in every 10 pints served in London was a Guinness, per Diageo. And the king of stouts is ready to get us all buzzed again.

Vote for the work here.

Sandy Hook Promise: The Kids Are Not Alright by BBDO New York

The kids are not alright. After a year of trauma caused by the ongoing pandemic, 70% of teenagers are now struggling with mental health concerns. As a result, one in four are now considering suicide, which is now the second-leading cause of death among teenagers.

Three short videos – ‘How to Overload a Circuit’, ‘How to Make a Homemade Bomb’ and ‘How to Perform a Disappearing Act’ – each reflect the anxiety, isolation, pressure, boredom and incessant information overload that teenagers are experiencing.

The national call to action is devised to help parents and caring adults learn the signs of a child in emotional distress so they can get help before it’s too late.

Vote for the work here.

BBC: Our Wait Is Over by BBC Creative

Although 2020 promised a summer of sports, fans were left disappointed when the pandemic got in the way, with the Euros and the Tokyo Olympic Games being postponed to 2021.

Five years since Portugal won the last competition, with the Euros scheduled to begin from June 11, anticipation is mounting.

To highlight the BBC’s coverage of the tournament, its in-house agency has created a hand-drawn animation, directed by Nicos Livesey out of Blinkink, a London-based animation studio.

Vote for the work here.

Greenpeace: Wasteminster: A Downing Street Disaster by Studio Birthplace

Created by humanitarian and ecological specialists Studio Birthplace, Wasteminster holds nothing back in its criticisms of prime minister Boris Johnson, who is portrayed as a floundering caricature in front of the world’s media while pontificating on the issue.

The campaign coincides with polling conducted by YouGov, which found that 86% of the British public are concerned about the volume of plastic waste generated by the UK, with 81% wishing that the government did more to tackle the issue – including 62% who support a ban on the export of plastic waste.

Vote for the work here.

Google: Class Dismissed by BBH London

Google’s latest campaign is in support of Global Citizen, the international advocacy organization working to end extreme poverty by 2030. The campaign uses creativity to encourage and inspire members of the public to sign up for the global action movement.

As part of its annual Global Lighthouse Partnership program, Google has appointed BBH as its creative agency in the UK to drive tangible action towards one of Global Citizen’s Recovery Plan Goals – ‘Resume Learning Everywhere’.

Vote for the work here.

Jollibee: A Message From the Future by BBH Singapore

In the future, when we look back on today, how would we describe the pandemic? What version of history would we tell?

This is the theme of Jollibee’s first global brand campaign developed by BBH Singapore, which reinterprets the brand’s tagline of ‘Joy of Family’ in the context of the current pandemic.

Set in 2060, the film shows a grandfather recounting his memory of the pandemic to his grandchildren. The story starts off on a bleak note, but gives way to hope and joyful family moments that could have only happened because the family spent more time together – a transition highlighted through the film’s progression from black and white shots to colored ones.

Vote for the work here.

Storyblocks Re: Stock Collection: Queer Spaces and Faces by Storyblocks


Storyblocks’s ‘Queer Spaces and Faces’ campaign is geared toward increasing visibility of underrepresented communities in media through the curation and production of inclusive content that accurately reflects today’s world.

The new media collections featured in Re: Stock will focus on adding authentic representation of LGBT+ communities in media, while also remaining true to the intersectional foundation of the community by exploring robust race and gender themes.

Re: Stock is a response to the demand for content that more accurately reflects the world today from comments, tweets, emails, internal conversations and the growing dialogue about the importance of representation in media.

Vote for the work here.

Burger King: Whopperspiracy by BBH London

In a world full of fake news and recipe secrecy, Burger King UK has launched a campaign that reveals there are no secrets behind its famous burger. The ‘secret’ ingredient of its flame-grilled Whopper is just fire.

To put the conspiracies to bed, BBH created a campaign showing the nation how fire impacts the quality of Burger King’s food. Rather than being simply a cooking method, the fire represents a key ingredient. In Whopper terms, flame-grilling means a smokey smell, locked in juices and intense taste.

Vote for the work here.

EA Sports: Long Live the Prince by Engine

Aged just 15, in 2006 football prodigy Kiyan Prince was stabbed to death while protecting his friend from a knife attack. One of the most promising talents in the Queens Park Rangers (QPR) academy, Prince’s life was devastatingly cut short before he was allowed to fulfil his full potential.

Now, to mark his 30th birthday, Prince is hitting headlines again because he has finally signed up to his former club as a playable character on EA Sports’s Fifa 21. The campaign has been devised to help provide inspiration to young people to be the best version of themselves.

‘Long Live the Prince’ is created pro bono by Engine, in collaboration with EA and the Kiyan Prince Foundation, which was set up by Prince’s father in 2007. All proceeds raised by the campaign will go directly to the foundation.

Vote for the work here.

That’s it for this week’s round-up of the 10 best ads from The Drum’s Creative Works. Remember to email nominations to and to vote for your favorite ad.

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