Specsavers Turns Up the Volume on Love
This Valentine’s Day, Specsavers leant fully into innuendo with “The Relationship Aid” - a knowingly suggestive campaign that, at first glance, looks like it’s advertising something far more risqué than hearing support. Framed like an intimate product designed to “improve performance” and “bring couples closer,” the creative plays on the visual and verbal language of adult wellness ads, only to deliver the punchline: it’s a hearing aid.
By leaning into double meanings and holding the reveal just long enough, Specsavers turns a classic Valentine’s trope into a sharp reminder of its core expertise - proving once again that no one does cheeky, category-led humour quite like them.
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Rio’s Rotten Reality Check for Vapers
The Government of Rio de Janeiro is using a striking OOH campaign to challenge the appeal of flavoured e-cigarettes. At first glance, the posters echo glossy, fruit-led vape ads - bright strawberries, ripe mangoes and vibrant citrus. But the twist is immediate: the fruit is arranged into the shape of human lungs, and it’s already rotten.
The decayed strawberries and mango flesh form diseased lungs in a single, arresting image, directly referencing illnesses such as emphysema and cancer. The aim is clear - to confront audiences with the health risks hidden behind sweet flavours and dismantle the idea of vapes as harmless treats. It’s a sharp visual metaphor that turns the industry’s own playful aesthetic into a stark public health warning.
Lidl Turns the Trolley Couture
Timed to coincide with London Fashion Week,Lidl has inserted itself directly into the capital’s fashion conversation with a collaboration alongside avant-garde designer Nik Bentel. The Lidl x Nik Bentel Trolley Bag riffs on the humble supermarket trolley, complete with wire-frame detailing, a rounded Lidl-branded handle, detachable chain strap and even a trolley coin fob, transforming a utilitarian essential into a runway-ready statement piece.
Launching during a week dominated by luxury houses and industry insiders, the drop plays with contrast: high fashion spectacle meets everyday supermarket symbolism. Released via a limited online ballot and a Lidl Fresh Drop event in Soho, the activation taps into the hype, exclusivity and street-style energy that define Fashion Week. It’s a sharp piece of cultural timing, leveraging one of London’s most talked-about style moments to elevate a familiar brand icon into a high-fashion talking point.
Our Super Bowl Selection
Since our last issue of ‘Magnify’, advertising’s biggest stage —The Super Bowl — has been and gone. We’ve compiled a playlist of some of most talked about ads. We’ll leave it to you to decide who scored — and who fumbled.
Duracell Takes Charge of Formula 1
Duracell has partnered with Williams Racing to debut a bold new Formula 1 car design that turns the vehicle into a moving battery. The standout feature is Duracell’s iconic copper top integrated into the engine air intake, making the car resemble a giant AA battery as it speeds around the track.
Rather than relying on standard logo placement, Duracell has embedded its most recognisable product cue directly into the car’s design, creating a literal, high-speed visual of power and performance. It’s a simple but effective execution that makes the brand instantly recognisable on race day.
Goldfish and Campbell’s Souper New Game
Campbell’s Soup and Goldfish crackers have teamed up for a delightfully chaotic, limited-edition collaboration that transforms comfort food into tabletop entertainment. The Fish in a Row and Soup Splashers games reimagine tomato soup and crackers as interactive dinner-table challenges - adding a little jeopardy to your grilled cheese ritual.
Fish in a Row tasks players with lining up four Goldfish crackers before they plop into a bowl of soup, while Soup Splashers challenges you to balance crackers across a fishbowl without sending them swimming. Sold via limited drops and bundled with the products themselves, the activation turns pantry staples into playful, shareable moments.
Folgers Drops the Ultimate Wake-Up Track
Folgers is giving its iconic “The Best Part of Wakin’ Up” jingle a full-blown remix, turning it into a cross-generational wake-up anthem. The new campaign weaves in references to famous songs from across decades and genres that all share one thing in common: the call to “wake up.” From classic rock to pop to hip-hop, the soundtrack nods to multiple musical eras in a bid to resonate with every type of audience.
Folgers is giving its iconic “The Best Part of Wakin’ Up” jingle a full-blown remix, turning it into a cross-generational wake-up anthem. The new campaign weaves in references to famous songs from across decades and genres that all share one thing in common: the call to “wake up.” From classic rock to pop to hip-hop, the soundtrack nods to multiple musical eras in a bid to resonate with every type of audience.
Rather than parking a classic, Folgers doubles down on it - stacking familiar “wake up” references around its well-known melody to give it new energy. It feels less like a nostalgic rerun and more like a clever remix designed for today’s scroll-happy, sound-on audience.
LinkedIn Finally Finds the Funny
LinkedIn’s new global campaign, “The Network That Works For You,” flips expectations by leaning into humour - a tone rarely associated with the platform’s typically serious, buttoned-up reputation. Instead of polished boardrooms and corporate jargon, the spots spotlight awkward, painfully relatable work moments, using comedy to show where LinkedIn actually proves useful.
By contrasting its professional image with light, self-aware storytelling, LinkedIn humanises its brand while reinforcing its core value: helping people grow their careers and businesses. The campaign spans TV, social and OOH, proving that even the most formal platforms can loosen the tie without losing credibility.
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