In today’s dynamic advertising landscape, creativity is the key to cutting through the noise and making a lasting impression. This week different campaigns — by Anomaly, Dark Horses, Sky Creative, FBC London, House 337 and VCCP — have captured our attention with their bold ideas, clever storytelling, and unique approaches to audience engagement.

Sky Betting & Gaming’s “The G.O.A.T”

Sky Bet has launched a campaign to build anticipation for horse-racing event Cheltenham Festival. Created by Anomaly, “The G.O.A.T”  features a 30-second film arguing that the real “greatest of all time” is a horse. It opens with a voiceover saying: “Who is the greatest, you ask? I am.” Shots of a horse illustrate the power, speed and strength of the creature. It aims to challenge the perception that “the greatest of all time” is a human, and that it is, in fact, a horse.

Lindhals‘ “The good move”

Nestlé’s Lindahls Kvarg has unveiled an animated campaign aiming to encourage people to feel good about their healthy choices. Made by Dark Horses, the campaign forms part of the “Good move” brand platform created by the agency in 2023. “The agency’s ability to deliver brilliant strategy through hugely diverse creative was exactly what we needed; and the stop motion world they have created is a perfect fit for the ambitions we have for the brand.”

BRITISH SKY BROADCASTING‘S “Welcome to the show” 

Sky Sports has launched a social-first campaign to mark the beginning of the Formula One season, revving up in March. Created by Sky Creative, Sky’s in-house team, “Welcome to the show” features drivers such as Lewis Hamilton, Lando Norris, Charles Leclerc, George Russell and Yuki Tsunoda. The work aims to target a younger, Gen Z demographic, which Sky views as “largely untapped”.

Skoda‘s “Be more Elroq”

Skoda is backing the launch of its first electric compact SUV with a TV spot in which a chipmunk, a pair of racoons, a hummingbird and a cloud star as sources of inspiration for pioneering car design. Created by FCB London, the campaign shows how the world, in particular some of the creatures that inhabit it, can help shape ideas. The ad was directed by Dom and Nic via Outsider and the creatives were Gio Greco and Jack Walker. Media was planned and bought by PHD.

The Royal Air Force‘s “Find something more”

The Royal Air Force has launched a recruitment campaign for part-time service in the RAF Reserves, with its largest media spend to date. Created by House 337, “Reserves – find something more” aims to attract individuals between the ages of 18 and 45 with geo-targeting methods. The campaign is based on the insight that as people progress into adulthood, their sense of identity becomes narrower and more defined by their social and professional roles. A 30-second film shows different people and their day-to-day careers, which are then contrasted with their days spent as an RAF Reserve.

LinkedIn‘s “Itchy feet” campaign

LinkedIn has released a social-first campaign aiming to help young people navigate the UK job market. The campaign, “Got itchy feet?”, was created by VCCP and features three spots focusing on workers’ inner monologues outlining their desire to move jobs. The workers’ thoughts are voiced by their feet, in a play on the expression “itchy feet”, with each of the people featured in the ads confronted by one of their feet telling them to check out LinkedIn job collections to pursue something that truly matches their needs and goals. The three spots highlight three Gen Z job preferences: “Flexibility”; “Career growth”; and “Social impact”. The films were directed by Jennifer Sheridan through Girl & Bear and created by Henry Westcott and Robbie Field.

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