Among today’s creative highlights, State Farm contrasts Batman and Jason “Bate-man” in a fun new spot; Heinz tries to make dipping chips in ketchup happen; and the National Women’s Soccer League welcomes its new season with a hype film.
Ad Age Creativity
Bookmark our section covering the best in brand creativity every day
Heinz is encouraging people to dip potato chips in its ketchup like they do french fries—since they’re both potatoes, after all. The brand has made a salsa-like wide-mouthed “Chip Dip” glass jar for dipping, available at HeinzChipDip.com (which redirects to a page on Walmart.com) for a limited time while supplies last. Ads play up the marginal difference between fries and chips. Rethink handled creative, with social media support from The Kitchen, Zeno Group on PR and paid media by Carat.
The Pernod Ricard coffee liqueur created a glass for St. Patrick’s Day that looks like a Guinness pint but is actually an espresso martini glass for Kahlúa cocktails. The “Schneaky Espresso Martini Glass,” designed by Wieden+Kennedy London and its WracK in-house production studio, will be available at select U.K. and Ireland pubs on March 17—if you give a secret code word at the bar. Irish TikTok sensations Tadgh & Derry and 3bucksleft star in the reveal video below, and W+K also made an Apple-like tech video for the new product.
Jack in the Box’s “So Munch More” campaign talks up the restaurant’s appeal at any time, any place with playful spots from TBWA\Chiat\Day LA in which Jack appears each time a customer unconsciously replaces the word “much” with “munch” in unusual scenarios, including a press conference, an engagement and more. See other spots here and here.
The ice cream brand focuses on the cracking sound of its thick chocolate in a series of stylish, exaggerated spots from LOLA MullenLowe and director Martin Werner.
The NWSL is setting the tone for 2025 with a hype film promising much to see when the season kicks off this Friday. “Just Watch” is narrated by music artist Latasha and comes from creative shop Free Agency. It will run across digital, social and paid media channels, with support from the league’s partners.
The charity celebrates its 40th anniversary with a heartfelt animated short film, “Closer to You,” highlighting the profound importance of keeping families together during life’s most challenging moments. The spot was made by TBWA\Neboko with animation studio Ambassadors and Sony Music Benelux and has an original soundtrack featuring emerging Sony Music artist Judith.
The insurance company unveiled “Batman vs. Bateman,” a blockbuster-style spot that says having insurance isn’t the same as having State Farm—just like having Jason Bateman isn’t the same as having Batman. The ad, created by Highdive, also features SZA, Kai Cenat, Jordan the Stallion and Jake from State Farm.
The fashion and apparel brand’s Spring 2025 campaign leans into ’90s pop culture and New York street style with an MTV-style shot-on-the-street video titled “SMtv’s House of Steve” hosted by comedian Tefi Pessoa. Shot in the Box nightclub and set to Salt-N-Pepa’s 1993 hit “Shoop,” the video—directed by Steven Brahms—features a cast of dancers, drag queens and trapeze artists showing off their style as Pessoa guides viewers through the season’s fashion trends.
See all of Ad Age’s 2025 Agency A-List winners here
