Creativity Brand

A Week in Creative: Real Men of Tampa Bay and NHS enlists Michael Caine and Elton John


By Imogen Watson | Senior reporter

February 10, 2021 | 5 min read

This is an extract from The Drum’s A Week in Creative email briefing. You can subscribe to it here if you’d like it in your inbox once a week.

Welcome to ’A Week in Creative’, a handpicked selection of the most interesting campaigns to come out of The Drum’s Creative Works in the past week. If this list doesn’t quench your creative thirst, then please visit our ’A Week in Creative’ hub.

They’re still standing

Right now, there is nothing more important than getting the UK vaccinated against the coronavirus. While the fact 10 million people in England have been vaccinated is a cause for celebration, sadly, vaccine misinformation still continues to get in the way of progress.

Elton John and Michael Caine help the NHS promote Covid-19 jabs

Elton John and Michael Caine help the NHS promote Covid-19 jabs

And so, Lord Ara Darzi, who leads the Imperial React Covid Surveillance Study Group, enlisted the help of two old friends, Sir Elton John and Sir Michael Caine, to help him get the message across that the jab is easy and safe.

Real Men of Genius

One of the longest-running ad campaigns of all time (over 200 instalments have been made) Bud Light’s ’Real Men of Genius’ emerged in 1998, it endured the test of time because it perpetually poked fun at trends, human insights and key cultural moments, using humour as a vehicle.

Ahead of last weekend's Super Bowl, Bud Light launched a custom anthem in the Tampa Bay area, in support of the Buccaneers.

Wear your mask

In the US, while Covid-19 cases continue to surge, the number of Americans wearing their masks outdoors has levelled off to about three-quarters.

Concerned with this drop, the Ad Council has teamed up with WarnerMedia to reimagine key moments in its films, only, the characters are wearing... masks. It features scenes from Austin Powers in Goldmember, Casablanca, The Lord of the Rings and Harry Potter and the Deathly Hallows Part 2, among others.

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The Girl Who Built A Rocket

Some people dream of finding water on Mars, and some people dream of finding it here on Earth. Offering another angle to our global fascination with finding life on Mars, WaterAid is bringing the focus back closer to home. Coinciding with three Mars missions going into orbit, the campaign explores new ways to engage the public in the global water crisis.

In the spot, a young girl from Madagascar, Fara, dreams of being an astronaut. She attempts to fly from her home on the ‘Great Red Island’ to the ‘Red Planet’ in a homemade rocket in order to collect water for her family, after hearing a news report saying water has been found there.

Coach Lombardi returns

Reusing past speeches of legendary head coach Vince Lombardi, the NFL used the Super Bowl to champion equality.

Using CGI to bring him back from the dead, directly before kickoff, the emotive film saw Lombardi walking the streets of today’s America, wearing his iconic fedora, and speaking about society’s ability to unite and overcome obstacles.

It arrived alongside ’It Takes All Of Us’ voiced by NFL star LaDainian Tomlinson, to use words from the NFL family through yesterday and today to help send the NFL into tomorrow.

This is just the tip of the iceberg, so if this dose of creativity leaves you thirsty for more, please drop in at The Drum’s Creative Works – the home of creative from all around the globe. You can also subscribe to The Drum’s creative newsletter or browse our round-up here.​

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