From sharp humor in wellness to culture-driven sports collabs and bold calls for real allyship, this week’s best ads challenge familiar narratives. Whether poking fun at celebrity trends or spotlighting overlooked global issues, these campaigns prove how a clear idea, well executed, can cut through the noise and stick.
Why it works:
It cuts through the celebrity spirits clutter with sharp humor while reinforcing Cointreau’s role as the Margarita’s essential ingredient.
Cointreau is back with Aubrey Plaza for the latest chapter of its ongoing ‘MargaRight’ campaign — and this time, it’s taking a swipe at the crowded world of celebrity tequila. The duo has unveiled Any Tequila, a fake 100% celebrity-endorsed, 0% real tequila brand. The gag serves one real purpose: reminding drinkers that it’s Cointreau, not the tequila, that defines a true Margarita.
The campaign riffs on the boom in star-backed spirits while staying rooted in Cointreau’s long Margarita heritage. As the brand notes, even the drink’s inventor, Margarita Sames, insisted: “A Margarita without Cointreau is not worth its salt.” The work will run across digital, streaming, YouTube, and social channels, blending paid and owned placements to amplify the joke.
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Tena challenges stigma with ‘Rethink Bladder Leaks’ campaign
Why it works:
It tackles a taboo head-on, using empathy and research to push for a more open conversation around women’s health.
Tena’s new global campaign, ‘Rethink Bladder Leaks,’ aims to shift perceptions and confront the stigma tied to bladder leaks. Developed with AMV BBDO, the work encourages women to embrace solutions rather than feel shame, highlighting research that shows 80% of women have felt ashamed and 77% have avoided seeking help because of societal pressures.
The campaign centers on a hero film directed by Grammy winner Nadia Marquard Otzen. “Millions of women are living smaller lives due to shame and inadequate solutions,” said Jennifer Grayson, brand manager at Tena. “This campaign is about creating a positive and compassionate culture around continence care, building self-worth, and tearing down unhelpful stereotypes.”
Oura flips fitness clichés with ‘Give Us the Finger’ campaign
Why it works:
It challenges youth-obsessed wellness ads by spotlighting longevity and showing aging as aspirational, not anxious.
Oura’s latest brand campaign, ‘Give Us the Finger,’ breaks away from fitness advertising tropes built around young, sweat-soaked athletes. Created with indie agency Nice&Frank, the work focuses on intentional aging and celebrates health at every stage of life. A 60-second hero spot follows a diverse cast ranging from their 40s to 70s, moving through gyms, galleries, diners, and parks, with each scene anchored by the Oura Ring.
The campaign spans TV, out-of-home, and a New York experiential activation. “Longevity is not just about the length of your life, it’s about how well you are living your life,” said Oura CMO Doug Sweeny. Nice&Frank’s creative directors worked from a sharply defined brief, landing on the tagline ‘Live Fast, Die Old’ and the playful double meaning of ‘Give Us the Finger’ to invite people into a new kind of wellness mindset.
Amnesty International calls out empty Pride gestures in new campaign
Why it works:
It pushes past surface-level Pride marketing and challenges supporters to turn allyship into action.
Amnesty International is using Pride month to confront performative allyship with a campaign that asks what it really means to stand with the LGBTQ+ community. Developed with agency Shape History, the work centers on a rainbow bracelet offered to supporters who donate, symbolizing a deeper commitment to human rights.
“We want to move beyond empty gestures and rainbow-washing,” said Chiara Capraro, gender justice programme director at Amnesty International. “True allyship means taking action, speaking out and supporting the fight for equality, not just during Pride, but always.” Donations directly fund Amnesty’s LGBTQ+ and human rights initiatives worldwide.
Sky Sports honors Indigenous storytelling in Lions tour campaign
Why it works:
It elevates cultural authenticity, blending sport and Indigenous art to create a visually distinct identity for a global audience.
To promote the upcoming Lions 2025 tour in Australia, Sky Sports partnered with First Nations artist Konstantina to create a vibrant campaign rooted in Indigenous storytelling. The work follows a lion, guided by a pelican, along the Gadigal songline, spiritual pathways that connect Indigenous Australians to the land, on a journey toward Sydney.
The collaboration brings together bold colors, brushwork, and dot patterns, reflecting the rich cultural traditions of Australia. “It is wonderful to see a British broadcaster embrace the storytelling and arts practice of Indigenous Australia and be so proud to showcase it across their channels for the Lions tour,” said Konstantina. The identity will feature prominently across Sky Sports’ channels as the tour unfolds.
Manchester City and KidSuper remix club kit for Club World Cup
Why it works:
It blends sport, fashion, and art into a limited-edition design that connects with both fans and streetwear culture.
Manchester City and Puma have unveiled a special edition kit designed with New York-based fashion label KidSuper for this summer’s Club World Cup in the United States. The jersey features a two-tone sash reimagined with a watercolor palette and hand-painted graphics inspired by the club’s Poznań celebration.
The campaign’s hero spot places players inside a surreal launderette as the kits spin to an upbeat soundtrack. “Designing a kit for a club as iconic as Manchester City has been an amazing experience,” said KidSuper’s Colm Dillane. “I wanted to take a famous City look and give it a new twist using hand-painted graphics that work on the pitch and in streetwear.” The team will debut the kit June 23 in Atlanta, Georgia.
UNICEF highlights global ‘play deficit’ in International Day of Play campaign
Why it works:
It uses everyday moments and emotional contrast to elevate a simple call: prioritize play as a vital part of childhood.
For International Day of Play 2025, UNICEF has launched a global campaign addressing what it calls the world’s growing play deficit. The work centers on a hero film that pairs real footage of parents and children playing together with dramatic sports commentary, framing even small moments of play as monumental.
The campaign rolled out globally across UNICEF’s digital and social platforms, supported by a broader call for parents to “Choose Play Every Day.” The creative leans on emotionally relatable storytelling to reframe play not as optional, but essential to child development.
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