Creative Works: 10 of the best ads of the week from Google to Create Not Hate
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!
No7’s ‘We See You’ campaign is calling for the beauty industry to become more inclusive
This week, Google is fighting against LGBT+ discrimination with a new #OpenToEveryone drive, promoting the need for medium-sized businesses to mark their shops as ‘LGBT+-friendly’ safe spaces. The campaign aims to boost awareness of the need for businesses to identify as LGBT+-friendly through the use of a specific attribute on their Business Profile, allowing it to be visible to users on Google Search and Maps.
Meanwhile, No7 has showcased ‘We See You’ created by The Pharm, which calls for change to the wider beauty industry to become more inclusive of all skin. 56% of the UK population with non-white skin tones do not feel represented by the skincare industry, while in the US 63% of women of color feel there aren’t enough effective skincare products for them.
Finally, Create Not Hate has launched a hard-hitting video featuring young Londoners share their first-hand experiences of stop-and-search powers, and their thoughts on how police relations with young people of color in the local community can improve.
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.
No7: We See You by The Pharm
56% of the UK population with non-white skin tones do not feel represented by the skincare industry, while in the US 63% of women of color feel there aren’t enough effective skincare products for them.
Determined to ensure more women are represented, No7 has showcased ‘We See You’ created by The Pharm. Building on its global platform Unstoppable Together, the campaign is a call for change to the wider beauty industry to become more inclusive of all skin.
Vote for the work here.
Sure: Watch Me Move
Deodorant brand Sure is inspiring people to get out and about without fear of being judged on their appearance.
‘Watch Me Move’ depicts a group of eight content creators and athletes take to the streets and public spaces, each of whom breaks society’s idealized image of the human body, ignoring the stares and quiet judgments of those around them.
Vote for the work here.
TikTok: Entertainment. Now on TikTok. by Mother London
Entertaining audiences since the noughties, Ant & Dec were the obvious choice to front TikTok’s latest push as it looks to position itself as the newest form of entertainment in British culture.
The ad takes the viewer on a brief history of entertainment in one minute flat. A time capsule, as such, transports the viewer back to the prehistoric age, where Ant & Dec perform in front of their fellow cavemen. Zooming forward to Ancient Rome, the pair act as musical performers for the emperor, before they appear on stage as Shakespearean actors, with Ant sporting an impressive Elizabethan hairstyle.
As TikTok stars themselves, with 3 million followers and over 21m likes, the ad ends with Ant & Dec creating fun content for TikTok.
Vote for the work here.
White Ribbon UK: Assault on the Dancefloor by Wunderman Thompson
Two in five women admit they have experienced sexual harassment while attending a gig or a festival. When this happens, the onus is placed on them to keep themselves safe, for example by taming down their outfit.
To draw attention to this endemic, Wunderman Thompson worked pro bono with White Ribbon UK, a charity working to end male violence against women by engaging with men and boys to take action themselves.
Vote for the work here.
Oikos: Karaoke by Lightning Orchard
Oikos says its blended yogurt is so creamy and delicious, you’ll want to sing about it!
In its latest 30-second spot, desire unfolds in the back of a karaoke club to the tune of Chris Isaak’s Wicked Game, where one woman’s longing for a yogurt with real fruit chunks and a creamy texture comes to life in her very own version of the iconic song about love and desire.
Vote for the work here.
DirecTV: Get Your TV Together by TBWA\Chiat\Day Los Angeles
With Direct TV Stream, you can enjoy live TV, catch all your favorite sports and stay up-to-date on breaking news and on-demand content in the same place, whether you are using a Direct TV Stream Device or on your own device. With Direct TV Stream you can watch your favorite shows across all of your screens for one simple price with no term commitment.
The campaign features tennis champion and superstar Serena Williams mashed up with iconic films to bring to life the brand’s core features of having the best of both worlds – live and on-demand entertainment. The spot tackles the fragmented consumer experience today where they are left having to sacrifice either their live viewing experience or spend time browsing on-demand without enjoying their content.
Vote for the work here.
Eos: Vagnastics by Mischief @ No Fixed Address
Shaving your personal garden is not easy. And it’s time we talk about it. So Eos is launching Vagnastics, a first-of-its-kind jazzercise class to help people everywhere shave their nether regions with 1980s-style grace, ease and confidence.
Vote for the work here.
EDF: Busy Driving Nothing by Havas London
Havas London has created a campaign for EDF, which showcases how the energy giant can help drivers reduce emissions while they sleep – by charging their cars overnight with zero-carbon electricity, all for under £5.
Vote for the work here.
Google: #OpenToEveryone by House of Greenland
According to Stonewall’s 2017 LGBT in Britain research, one in seven LGBT+ people report experiencing discrimination because of their sexual orientation and gender identity when in a shop or department store. Google is fighting against this with a new #OpenToEveryone drive, promoting the need for medium-sized businesses to mark their shops as ‘LGBT+-friendly’ safe spaces.
Created by House of Greenland, the campaign aims to boost awareness of the need for businesses to identify as LGBT+-friendly through the use of a specific attribute on their Business Profile, allowing it to be visible to users on Google Search and Maps.
Vote for the work here.
Create Not Hate by Quiet Storm
A hard-hitting video features young Londoners sharing their first-hand experiences of stop-and-search powers and their thoughts on how police relations with young people of color in the local community can improve.
The film is being launched pro bono by Create Not Hate ahead of what would have been the Notting Hill Carnival weekend (which has been canceled for a second year because of the pandemic), a key event for the Black community. This launch date is especially poignant because during the festival police are given the power to stop and search people without the need for reasonable suspicion in response.
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 imogen.watson@thedrum.com and to vote for your favorite ad.