Creativity Creative Works Ads of the Week

Ads of the Week: Women’s Aid tackles World Cup violence and Walkers talks mental health


By Amy Houston | Senior Reporter

November 29, 2022 | 6 min read

An exhibition from Duolingo featuring dodgy translations and Matthew McConaughey promoting sustainable working in a Salesforce spot make this week’s best ads list.

Women's Aid 01

Women’s Aid subverts England’s ‘It’s Coming Home’ with domestic violence message / House 337

Every week, The Drum picks the top global campaigns from our Creative Works. You can submit your new work here.

This week, Women’s Aid has subverted England’s ’It’s Coming Home’ call to highlight increased cases of domestic violence around the World Cup. Elsewhere, radio presenter Roman Kemp has lent his voice to Walkers’ annual festive campaign about mental health, and The National Lottery followed its Christmas TV spot with a special billboard.

Women’s Aid: He’s Coming Home by House 337

Women's Aid responds to increased cases of domestic violence during World Cup

Women’s Aid and House 337 subverted England’s ’It’s Coming Home’ call to highlight increased cases of domestic violence around the World Cup.

The chilling minute-long film is a single shot panning across an ordinary English street as people enjoy the game, but it then hits one home with a flag reading: ‘He’s coming home.’

Walkers: It Feels Good to Share by VCCP

Radio presenter Roman Kemp lent his voice to Walkers’ annual festive campaign, which hopes to encourage people to open up about their mental health.

The National Lottery: Christmas Love Story by Adam & Eve/DDB


To coincide with The National Lottery’s Christmas film, a special-build out-of-home (OOH) ad featuring the leading couple will run at The Pump Station at Westfield Shepherd’s Bush for the next two weeks.

Duolingo: Museum of Wonky English by UltraSuperNew

Language-learning app Duolingo opened a ‘Museum of Wonky English’ in Harajuku, Tokyo to give mundane phrases that have been mistranslated new and surprising meanings.

In one, viewers see a coffee pot with a sign next to it reading: “When coffee is gone, it’s over.”

Salesforce: The March by MJZ Los Angeles

Back in February during the Super Bowl, Salesforce tapped A-list actor Matthew McConaughey to front its commercial that urged people to take care of our own planet before attempting to travel to others.

Now the organization has released ‘New Frontier,’ a 60-second spot that sees the Academy Award-winner double down on the message.

Calm: The Invisible Opponent 2 by AMV BBDO

In the UK alone it’s estimated that 3 million people feel lonely at some point in their lives. To help combat this and encourage folk to seek support, Calm enlisted the help of premier league footballer Declan Rice.

Heinz: Tip for Heinz by Mischief @ No Fixed Address

This campaign called on the American public to add a $1 tip to Heinz and then take a picture of the receipt and upload it to Instagram with the hashtag #TipforHeinz and #sweepstakes or submit it on Heinz will then pick up the cost of the $1 tip plus the restaurant tip, up to $20, and for a lucky few the brand will pay the full bill.

Spanish National Lottery: Vika by Contrapunto BBDO

This ad is a tale of friendship between two co-workers. The protagonist Vika has recently moved to the country and doesn’t speak much of the language. She and her friendly new workmate communicate as best as they can, and eventually the pair decide to go halves on a lottery ticket.

Coke: Real Holiday Magic by WPP

Coca-Cola evoked the power of memory in a recent video spot. The ad is an extension of Coke’s ‘Real Magic’ campaign, which Coke describes as a “brand philosophy” emphasizing the profundity that can be gleaned from seemingly ordinary moments.

Paramount+: A Mountain of Entertainment by Droga5

Streaming service Paramount+ has returned to the fictitious Mount Paramount in a new TV spot, this time featuring iconic Key & Peele character Mr Garvey.

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