O Boticário ‘Farewell’ for Mother’s Day, Flipkart Kodinhi and more: best new creative ads
Every week, I attempt to share a curated list of clutter breaking new creative ads. The first and the most important job for any ad is to be noticed. Because an ad can create brand awareness, help in brand sales and all of that only if it is noticed in the first place. In this week’s compilation, emotional ad from Brazil for O Boticário, quirky ad for Flipkart SASA LELE and more.
O Boticário: Mother’s Day – Farewell
Every brand feels compelled to create an ad for Mother’s Day. Most are just bland and unremarkable trying to force fit their brand (or the category to the occasion). Almost all pay tributes to motherhood and try to tug at the heartstrings. One may have all the ingredients in place – a relevant story, professional actors and so on but that’s no guarantee of ‘magic’. O Boticário, a Brazilian perfume brand has created a Mother’s Day film which is bittersweet and likely to strike a chord with mothers.
The insight is universal: at various stages in the life of a child, a mother has to let go off the past a little bit and embrace new beginnings. The metaphor of a train works beautifully well in a format of memories as montage.
We believe that being a mother means mastering the art of saying goodbye at each stage of growth – from your arms to their first steps, the outgrown clothes, the nest that opens up to the world. Through our campaign, we sought to legitimate the emotions that are part of every mother’s journey, showing that motherhood is an eternal departure we call growth.”
Got me teared up.
Agency: AlmapBBDO
Boost: energy drink
An outdoor campaign idea that is so simple and only possible for that brand. Loved the simplicity. Needs no explanation – only appreciation
Agency: Lucky Generals
Flipkart: Kodinhi | SASA LELE
As I said, sale ad briefs are tough. Flipkart broke the mould of catalog advertising delivered with some fanfare by creating ads based on quirky, humour. But such ads can fall flat if done with an intent of being funny for the sake of it without any relevance. A new ad for Flipkart has to be appreciated for its ‘research’ on a Kerala town which is associated with an unusually high number of twin and links it to the Flipkart’s double offers and deals.
Agency: 22Feet
But apparently, the internet is not happy with some details such as the dialect and the spelling.
Canadian Blood Services: The Embrace
Blood donation has always been positioned as a simple but noble act as it benefits many. A new film from Canadian Blood Services dramatises the effect of that act by showing a crowd of beneficiaries hugging him spontaneously. Lovely emotional film without being a tearjerker.
Agency: Diamond
Izervay: different perspective
In 2015, a pic showing an old lady watching the Boston premiere of Johnny Depp’s new film without a mobile phone, went viral. It conveyed that amongst those absorbing events around us via the mobile phone screen, there are people who ‘drink it all in’ with their eyes. A new campaign from Izevay, an injection which slows the progression of geographic atrophy to preserve vision, takes inspiration from that moment.
Agency: Grey Health
The real life pic from 2015:
Source: Vogue
The Guardian: points of view, refreshed
In 1986, ad agency BMP DDB created the classic ‘Points of View’ ad. The original ad delivered its message brilliantly: the perspective from which you see an event can colour your opinion and hence a well-rounded view is needed (which is provided by The Guardian, being the unsaid part). The same concept has now been revived. The original featured comedian Kathy Burke in a single frame. She now features in the extended version reiterating the need for that original stance. In the age of AI, deep fakes, extreme views and polarisation, the message rings true.
Agency: Lucky Generals
Glenmorangie: Episode 13
In 2025, Glenmorangie launched a series of ads featuring actor Harrison Ford as himself. A new ‘episode’ in the series is back made great by the actign and the ‘mood’ created by the film. There is so much romanticising of the product that it can convert a teetotaller into a whiskey fan.
Airwallex: build the future
A financial platform for global businesses, has created a VC-like anthem film celebrating those who build products that change the world.
From the zip to space travel, convenience to entertainment, each began with an irrational conviction that the world could work differently, and a person bold enough to prove it.
Some great writing in the film that ties back to what starts it all: a spark.
Agency: Uncommon Creative Studio. Read more about the making of the film here.
Marmite: cook with it
The creative idea for Marmite should surely rank as one of the great campaigns in marketing history. The central idea of ‘love it or hate it’ anchored on the product taste has seen several executions from a theme perspective, for variants and tactical ads. The campaigns also recognise that Marmite can easily become an occasional brand and hence find refreshing new ways suggesting usage. A new campaign cleverly cues the ‘love-hate’ viewpoints through food ingredients. Loved it.
Agency: adam&eveTBWA
Which one was your favourite? Do comment in.