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Ads of the Week: Heinz AI draws ketchup and Saatchi & Saatchi reprises ‘Pregnant Man’

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By Amy Houston | Reporter

August 3, 2022 | 5 min read

Every Wednesday, The Drum picks the top global campaigns from our Creative Works.

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Heinz asked an AI image generator to ‘draw ketchup’ / Heinz

This week, Saatchi & Saatchi dug deep into its archives to update its famous Pregnant Man poster for the post-Roe v Wade era, ‘Hide the pain Harold’ popped up grinning in a Vodafone spot, and Heinz used an artificial intelligence (AI) image generator to draw a bottle of the red stuff.

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Saatchi & Saatchi: Pregnant Man

Saatchi & Saatchi

‘Would you be more careful if it was you that got pregnant?’ caused a ruckus in the 1970s by turning the tables on men in a patriarchal society. Fast forward half a century, and the ad agency hoped lightning would strike twice by encouraging voters to overturn restrictions on abortion in the US.

Heinz: AI Ketchup by Rethink

This video ad was the follow-up to last year’s successful ‘Draw Ketchup’ campaign.

Vodafone: Vodafone Happy by We Are Social

András Arató kept on grinning throughout this Vodafone spot in classic ‘Hide the pain Harold’ fashion.

Nike’s Jordan Brand: Love, Paris by Rubberband

Nike’s Jordan brand dropped a four-part film series that celebrated Parisian basketball culture.

Mothers Against Greg Abbott

Mothers Against Greg Abbott took a stand in response to the US supreme court’s decision to overturn Roe v Wade.

Snickers: Go Full Fan by The&Partnership

Looking to drive more support for women’s football, Snickers dropped an ad that hoped to encourage genuine backing for England’s Lionesses.

Animalife: The Walk by Havas Portugal

Did you know in Portugal around 120 dogs are abandoned every single day? To address this, the charity Animalife created a dark role-reversal film.

McDonald’s: Coming Home by Leo Burnett

This heartwarming ad featured a trucker out on the road, longing to get back home.

BT Sport: Believe It, Now See It on BT Sport by Saatchi & Saatchi

BT Sport used MRI science to detect whether some supporters’ dedication to their football team stood up to scrutiny.

Heineken: Heinekicks by Dominic Ciambrone

Heineken

Heineken collaborated with shoe designer Dominic Ciambrone (AKA The Shoe Surgeon) to launch a bespoke sneaker line with beer in the soles.

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