Dove | “R/eal Reviews” by David London and AKQA Paris
Dove has long championed more honest advertising, as seen in its long-running “Real Beauty” campaign. The brand wanted to build on that heritage, “but reinvent what a testimonial means today,” said marketer Berengere Loubatier. So Dove turned to arguably the most honest place on the internet: Reddit.
Philadelphia Cream Cheese | “Really Philly Good” by Johannes Leonardo
Philadelphia Cream Cheese debuted its first brand character, Phillyboy—a cow-riding cowboy embodying its dairy heritage—as part of its new “Really Philly Good” creative platform. The campaign aims to reposition the century-old brand as a versatile, everyday kitchen staple.
Olaplex | “Science Never Looked so Good” by Mother
Olaplex teamed up with actor and comedian Chloe Fineman to introduce its new No.3PLUS Complete Repair Treatment. The humorous effort aims to make the brand’s bond-repair science more approachable for everyday consumers.
The National Association of Realtors | “More Than Opening Doors” by Uncommon Creative Studio
This campaign reframes realtors as essential guides and professional safeguards, not just property tour facilitators, amid an increasingly complex and high-stakes housing market. Later this year, Uncommon and NAR will also launch REALTOR Studio, a universal design ecosystem built to help members elevate their businesses and personal brands.
Most effective ad of the week
Subway | “Protein Pocket for $3.99”
