Ads of the Week: 10 Campaigns That Caught Our Eye, From Lego to Skittles

This week brought an eclectic mix of brand moves, from Lego’s stance on AI to Gordon Ramsay’s new gig for I Can’t Believe It’s Not Butter.

E.l.f. Cosmetics and Liquid Death reunited for a goth musical, while Skittles is skipping the Super Bowl in favor of a stunt with Elijah Wood. Elsewhere, Cadbury tells a heartfelt tale about a homesick sister, and Heinz solves the portable ketchup crisis you didn’t know you had. 

Plus, our Most Effective Ad of the Week, in partnership with EDO, is an attempt from KFC to make Tuesdays “finger lickin’ good.”

Here’s what caught our attention this week.

Lego | “We Trust in Kids” 

While adults fret over AI, Lego proposes that kids should join the debate. The Danish toymaker highlights that while the tech will shape children’s futures, many U.S. schools still lack an AI policy. Lego is hoping its educational tools can help bridge the gap and build a safer internet for young people.

I Can’t Believe It’s Not Butter | “Gordon Ramsay” by Salt

I Can’t Believe It’s Not Butter has unveiled its biggest product overhaul in decades to appeal to health-conscious consumers in the GLP-1 era. Leading the charge is Gordon Ramsay, the sharp-tongued celebrity chef who raves about the new spread with his typical edgy humor.

E.l.f. Cosmetics and Liquid Death | “Lip Embalm” (in-house)

“Corpse Paint,” the unlikely makeup collab between e.l.f. Cosmetics and Liquid Death last year, went viral and sold out in less than an hour. The two brands are trying to repeat that success with “Lip Embalms,” a lip balm collection inspired by Liquid Death’s beverage flavors. The accompanying ad sees the return of friendly goth rocker, Glothar.

Skittles | “Deliver the Rainbow” 

Skittles isn’t running another Super Bowl ad this year. It is, however, sending actor Elijah Wood, dressed as a mythical horned creature, to one fan’s home to act out a commercial on their doorstep.

Heinz | “Heinz Dipper” by Rethink

Wouldn’t it be convenient if you could dip while on the move? Heinz has an innovation for the food dilemma you may have never considered. The Heinz Dipper is a fry box with a built-in ketchup compartment engineered for dipping on-the-go. 

Norwegian Cruise Line | “For All Maritime” by Arnold

Norwegian Cruise Line unveiled a brand platform inspired by its 1990s tagline, “It’s Different Out Here.” Its national campaign, “For All Maritime,” celebrates travelers who reject outdated norms and embrace flexibility. The first ad contrasts the strict traditions of a British Royal Navy ship with the relaxed atmosphere and “flip-flops cool” environment on an NCL cruise. 

Cadbury | “Homesick” by VCCP 

Cadbury’s heartfelt tale, the latest chapter in its award-winning “There’s a Glass and a Half in Everyone” platform, depicts two sisters who are separated by 6,000 miles. After calling home, the older sister opens a gift from her “baby sis,” only to find a mischievous reminder of their bond.

Tanqueray | “There’s an N and an O in Every Icon” by AlmapBBDO

Tanqueray named Sarah Jessica Parker as its new global ambassador. The Diageo brand’s partnership with the Sex and the City star is about “celebrating the ‘nos’ that make life spectacular,” according to a company statement. 

Polestar | “Choose” (in-house)

All progress begins with a choice, according to Polestar’s global campaign. As action against climate change and the industry’s transition to electrification slows, the electric car brand reminds viewers of its challenger mindset and commitment to change. 

Most effective ad of the week

KFC | “T.G.I.T. (Thank God It’s Tuesday)”

KFC topped the quick-serve charts with a spot advertising a Tuesday deal offering consumers eight pieces of chicken or eight tenders for $10. The ad aired 101 times for the week ending Jan. 13 and outperformed the category average by 106%. It also aired frequently during sports programming, including appearances during a pair of NFL playoff games on Fox.