The Drum Awards Festival - Official Deadline

-d -h -min -sec

Brand Purpose Creative Works Brand Strategy

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


By Amy Houston, Senior Reporter

August 3, 2022 | 4 min read

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


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.

To be in with a chance of being featured, submit your work here.

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

Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

Brand Purpose Creative Works Brand Strategy

More from Brand Purpose

View all


Industry insights

View all
Add your own content +