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Imagine traveling in a car with the window shutters up, and the air conditioner’s fumes creating nauseousness. Or, visualise being at unease after a heavy meal and having to immediately travel irrespective of the mode. Is there a possibility that barf bags would have to be our companion for the rest of the journey? Answer: Yes!


Today, with different branded anti-nausea medicines within one’s reach, there is not just stiffer competition amongst them, but the dependency on barf bags have significantly reduced. However, Dramamine, the leading anti-nausea brand in the US empathised with this outcome, since their success was inadvertently responsible for the industry’s decline. And, their origins date back to 1949!


As their 75th anniversary was approaching, the brand Introduced ‘The Last Barf Bag’, an integrated campaign by FCB Chicago, to bid them a farewell and also the world of their effectiveness in combating nausea.


<strong>What did ‘The Last Barf Bag’ do?</strong>


The campaign opened up with an executive at the Dramamine headquarter receiving a letter from the barf bag community who touched upon the declining industry due to the success of the anti-nausea brand.


What followed next is a series of humorous takes with the bytes of the barf bag collectors included, where, one of them called the brand terrible, and the other sighed that the barf bag industry should die with dignity.


The campaign was accompanied with a 13 minute long documentary ‘The Last Barf bag: A Tribute to a Cultural icon’ that also contained facts revolving around the cosmos of barf bags, including interviews of the barf bag collectors.


<iframe width="560" height="315" src="https://www.youtube.com/embed/DsRS6vK10YE?si=A9w3rqnVyx8-CZlV" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>


The reception was stupendous. Leading media outlets had a blast reviewing it, and the headlines did spotlight the declining industry. Dramamine went a step ahead and designed an e-commerce platform, where the sale of re-imagined barf bags—which are not barf bags—for different purposes, along with the motion sickness medicine were met with positive results.


The campaign garnered more than 650 mm impressions in the first three weeks of its roll out. Dramamine clinched the coveted trophy as the most preferred brand by witnessing a 23 percent increase in brand engagement, and a 26 percent increase in brand sales.


The campaign won the Grand Prix in the Health & Wellness category at the 2024 Cannes Lions. In a time when certain once-upon-a-time necessities are fading, Dramamine’s ‘The Last Barf Bag’ is a case study for the marketers on how distancing the spotlight away from them can indeed bring them back in the limelight. 


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-heres-how-oreocodes-cracked-the-commerce-code-68889.htm">Global Ads Spotlight: Here's how OREOCODES cracked the commerce code </a>


Global Ads Spotlight: When Dramamine spotlighted the declining barf bag industry

Every week, brands continue rolling out their spotlight moments to wow us - but let’s be real, not every attempt strikes gold. Some ads make us chuckle, spark a thought, or stick with us well beyond the ball drop, while others… should probably stay in drafts. That’s where Storyboard18’s weekly ad reviews step in! We sift through the latest campaigns, calling out the ones that truly shine and those that miss the mark. With our straight-up, zero-fluff approach, you’ll get the real scoop on which ads are worth your attention. Dive into this week’s Mast & Meh to see which ads we gave a thumbs up and which weren’t even worth a yawn!

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/mast-or-meh-crompton-cashkaro-muthoot-fincorp-who-nails-the-ad-game-and-who-fizzes-out-66103.htm">Mast or Meh: Crompton, CashKaro, Muthoot FinCorp - who nails the ad game and who fizzes out?</a>

<strong>Mast</strong>

<strong>Brand</strong>: Motorola

<strong>Agency</strong>: OML 

<iframe width="560" height="315" src="https://www.youtube.com/embed/WylvgXwpgrw?si=XhRbjWOJx5LHubMs" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Motorola India’s latest campaign for the Razr 60 is a cheeky mix of drama, curiosity, and clever product placement. With Milind Soman, Rithvik Dhanjani, and Aparshakti Khurana casually getting “escorted” away in public while using the Razr, the brand sparked a paparazzi frenzy and sent social media into full speculation mode. The prank-meets-publicity move was a slick way to highlight just how much attention the flip phone still commands. Props to Motorola and OML for showing that a little mystery goes a long way!

<strong>Mast</strong>

<strong>Brand</strong>: Maggi 

<iframe width="560" height="315" src="https://www.youtube.com/embed/JhxBa4e73K0?si=BqAbPIlTNmHkrRFi" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Maggi’s World Environment Day ad is a clever little nudge wrapped in whimsy. With visuals like shoes in the fridge and laptops on the clothesline, the film serves a simple truth: everything has its place - especially your Maggi wrapper (hint: blue dustbin). The brand keeps it light but lands the message, tying it neatly to its own plastic neutrality efforts. It’s a 2-minute reminder that saving the planet doesn’t always need drama — just the right place for your waste.

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/mast-meh-titan-biba-parle-g-who-nailed-the-mothers-day-moment-65095.htm">Mast & Meh: Titan, BIBA, Parle-G - who nailed the Mother’s Day moment?</a>

<strong>Mast</strong>

<strong>Brand</strong>: Apple

<strong>Agency</strong>: TBWA\Media Arts Lab APAC (India)

<iframe width="560" height="315" src="https://www.youtube.com/embed/Io1V7eXcPUc?si=GRj9UE87AI8KjiPf" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Apple’s new “Lessons” campaign is a sleek, smart sequel that makes studying feel almost… fun? Directed by Ayappa, the ad ditches clichés and dives straight into the chaos and charm of real student life, complete with crumpled notes, deadlines, and that one friend who thinks sleep is optional. It’s not just an ad. It’s a reminder that your laptop can either slow you down - or help you ace the chaos. Mac clearly wants to be the latter. And honestly? It just might be.

<strong>Mast</strong>

<strong>Brand</strong>: Protinex

<strong>Agency</strong>: Rediffusion & RAIDS

<iframe width="560" height="315" src="https://www.youtube.com/embed/Xs4BBTr9CZs?si=UA4vu77aEGHG3QTN" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Danone’s latest digital film for Protinex is a strong shot of innovation, blending AI magic with meaningful messaging. Created with Rediffusion and RAIDS, this campaign doesn’t just talk about protein, it powers through with a high-tech punch and surprisingly human storytelling. The AI visuals are slick, the transitions smart, and the message crystal clear: protein isn’t just a gym thing - it’s a life thing. Whether you're young, old, or somewhere in between, the ad finds a way to connect. For once, tech doesn’t steal the show, it supports it, and that’s what makes this AI experiment feel more personal than programmed. 

<strong>Mast</strong>

<strong>Brand</strong>: Myntra

<strong>Agency</strong>: Braindad

<iframe width="560" height="315" src="https://www.youtube.com/embed/-eHTOWMKSNY?si=gETp6EoWLBH757Ld" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Myntra’s latest ad is a fashion-forward roast that lands every punchline. Watching Karan Johar get ganged up on by a snobbish style squad: Masaba Gupta, Ratna Pathak Shah, Neelam Kothari, and Rohan Joshi, is pure entertainment gold. Their highbrow disdain for Johar’s sale-hunting habit is hilariously undercut when KJo flips the script and exposes their own closet sale secrets. Crafted by Braindad, the ad feels effortlessly real, like a juicy group chat come to life. Joshi’s Gen Z impression is perfectly cringe, Ratna Pathak is her usual savage self, and Karan steals the show by doing what he does best - owning the moment with sass. No pretense, no overacting, just good old drama with a wink. Myntra’s got itself a winner.

<strong>Mast</strong>

<strong>Brand</strong>: General Insurance of India

<strong>Agency</strong>: Lowe Lintas

<iframe width="560" height="315" src="https://www.youtube.com/embed/8RGVEDD7T28?si=j08oGf2CSkzwWhpT" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Finally, an insurance campaign that doesn’t bore or scare the audience into submission! The General Insurance Council's ‘Achha Kiya Insurance Liya’ swaps out stiff suits and dense jargon for talking pets and playful storytelling - and it works. Using animated animals as narrators for real-life mishaps (a dog recounting his owner’s fall? Gold.), the campaign cleverly disarms viewers while driving home the point: insurance is your everyday safety net, not just a fine-print puzzle. By focusing on simplicity, relatability, and a dash of humour, GIC does what many before have failed at - making general insurance feel less like homework and more like a smart life hack. Achha kiya, indeed.

<strong>Mast</strong>

<strong>Brand</strong>: Flipkart Minutes

<strong>Agency</strong>: Leo Burnett

<iframe width="560" height="315" src="https://www.youtube.com/embed/09VFlMPZWmY?si=jCy0xjiI3aNOHtNx" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Flipkart hits the sweet spot with its new Flipkart Minutes ad - a nostalgic nudge wrapped in everyday realism. Borrowing from 3 Idiots’ iconic Raju Rastogi household, the film cheekily mirrors what many Indian families face: skyrocketing sabzi prices and midweek kitchen meltdowns. Conceptualised by Leo Burnett, the ad doesn’t try too hard. It just works - familiar faces, exaggerated drama, and a simple message: “Fresh veggies, super-fast, dirt-cheap.” Verdict? Full marks for nostalgia, relatability, and a call to action that might just have you tapping “Add to Cart” before the jingle’s over.

<strong>Mast</strong>

<strong>Brand</strong>: Air India

<strong>Agency</strong>: McCann 

<iframe width="560" height="315" src="https://www.youtube.com/embed/dXMsB_bY2Os?si=Mnh4zLiirPzmiIWU" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Air India’s latest campaign, “There is an Air About India,” is a surprisingly cool breeze of patriotism with a side of rhythm. Ditching the dated travel montages, this one drops bars (literally) with a rap-driven digital film that zips across India’s pulse: from temple towns to tech towers. Sneha Khanwalkar’s beats meet Aarya Jadhao’s vocals in a track that actually feels fresh, not forced. The visuals are slick, transitions punchy, and the vibe? Pure desi pride with a modern lift. 

<strong>Meh</strong>

<strong>Brand</strong>: AJIO

<strong>Agency</strong>: Manja

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AJIO’s latest Big Bold Sale campaign tries to strut the fine line between quirky and cool but trips over its own high heels. With a star-studded cast parading around in runway-ready outfits for the most mundane tasks - eating golgappas, signing office files, taking the metro - the ads scream “extra” without offering much extra. Sure, the premise is clear: dress bold, because the deals are bolder. But the execution feels like fashion theatre with no plot. Humour? Forced. Style? Loud. Impact? Meh.

<strong>Mast</strong>

<strong>Brand</strong>: Cipla

<strong>Agency</strong>: Dentsu Creative x Shoojit Sircar

<iframe width="560" height="315" src="https://www.youtube.com/embed/jcBpKYyLaXU?si=E5EA10LpGo0wctAL" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

Cipla’s latest spot under the ‘1935 Se Desh Ki Sehat Ke Saath’ campaign is more than just a pat on the back for its 90-year milestone - it’s a quiet power move. Inspired by a real rescue mission during a landslide, the film swaps out pomp for purpose. There’s no overdramatization - just grit, urgency, and heart. Set in a remote region battered by nature, the ad follows Cipla’s team cutting through chaos to deliver critical care. It is shot with sincerity, and the story lands - making you appreciate the pharma giant’s legacy not through big claims, but real impact.

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/mast-meh-colgate-cotton-king-leibherr-which-one-would-you-watch-on-loop-61363.htm">Mast & Meh: Colgate, Cotton King, Leibherr - which one would you watch on loop?</a>

Mast or Meh: Motorola, Apple, Air India – who hooked you till the end?

How would life be waking up and living each moment in square-meter rooms? According to you, would there be enough ‘room’ to realise your daily activities? German DIY store chain Hornbach’s ‘How to Enchant with One Square Meter’ campaign answered this in a creative manner, with humorous twists.


A man’s life is confined in one square meter rooms right from waking up, dining at a restaurant which shows people sitting above him enjoying their meal to taking time off for recreation. The film aims to say that creativity can be found in every square meter, which deserves equal applause. 
 

<strong>Did One Square Meter Enchant?</strong>


A 60 second film, conceptualised by HeimatTBWA\, and directed by Steve Rogers (also owner of production company Revolver), the campaign touched upon the concept of affordable living spaces shrinking rapidly every year in urban areas.


In the film, one can see the protagonist living life vertically. Right from waking up to getting ready to cease the day, his activities revolve in a vertical format. Steven Jones-Evan, production designer, designed the sets, bolstering the fact that minimal spaces aren’t an issue. Creativity can be found in every corner, and one ought to make the best out of every inch and centimeter in small living areas.


<blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/reel/CwMrR2yqFgE/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/reel/CwMrR2yqFgE/?utm_source=ig_embed&amp;utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank" rel="noopener"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;"></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center;"> <div style=" background-color: #F4F4F4; 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The film was accompanied by radio spots, OOH installations and digital ads to strengthen its messaging. What makes the campaign stand out is that no special effects were used to convey the messaging. 


A series of real-life square meter projects were created by artists and designers from eight European countries, which include Germany, Austria, Sweden, Slovakia, and the Netherlands, stated a media report. 


The campaign won a Grand Prix at the Cannes Lions International Festival of Creativity in 2024. 


During the time and age when spaces are shrinking or living spaces come at an exorbitant cost, Hornbach’s ‘How to Enchant with One Square Meter’ campaign busted the myth that creativity cannot be explored in limited spaces, through its tagline ‘Every square meter deserves to be the best in the world.”


<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-when-marina-prieto-revived-the-future-of-spains-subway-advertising-68272.htm">Global Ads Spotlight: When Marina Prieto revived the future of Spain’s subway advertising</a> 


Global Ads Spotlight: When Hornbach’s campaign brought out creativity in every inch and space

It's a busy day in Madrid, Spain. As metro trains rush by, the city's subways are lit up with Instagram photographs of Marina Prieto - a 100-year-old grandmother who, until recently, was relatively unknown.

The photographs show her sleeping, staring straight into the camera, surrounded by greenery. The question on everyone's mind, including leading media outlets, is: ‘Who is Marina Prieto?’


In cities like Barcelona and Madrid, subway stations are typically filled with a variety of advertisements - showcasing creativity, intuition, and high-impact brand visibility for millions of commuters.

But 2023 brought a lull. Investment in outdoor advertising, particularly in subways, declined by 7%. And then came Marina Prieto - unexpectedly breathing new life into the industry and becoming a star in her own right.

<strong>What did Marina Prieto do?</strong>

Multinational outdoor advertising company JCDecaux launched a B2B campaign titled <em>Meet Marina Prieto</em>, conceptualised by agency DAVID Madrid, to reignite interest among brands in outdoor advertising.

Rather than opting for a celebrity or well-known brand ambassador, JCDecaux chose an unknown face - an elderly woman spreading warmth, laughter, and positivity through her Instagram account, which at the time had just 28 followers.

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JCDecaux capitalised on this by showcasing 54 of Prieto’s Instagram photos across empty advertising spaces in Madrid’s subway stations. Commuters got a glimpse into her life - and the strategy worked.

Prieto quickly became a viral sensation. Her follower count soared from 28 to over 39,000, and engagement on her posts shot up by more than 13,405%.

From comments like “Will you be my grandma?” to widespread media coverage, the campaign received critical acclaim, and brands soon began lining up to collaborate with her.

<strong>The Prieto Effect: Results</strong>

The campaign’s success was recognised at the Effie Awards, which honour effective marketing. Not only did the campaign win accolades, but it also sparked renewed interest in out-of-home (OOH) advertising.

Thanks to JCDecaux’s creative gamble, subway advertising in Spain saw a dramatic turnaround. A total of 185 brands - including Mondelez, Netflix, Amazon, Heineken, Disney+, Pernod Ricard, and Nestlé - invested in the medium, boosting JCDecaux’s profits and market relevance.

Cannes Lions 2024 recognised the effectiveness of the marketing campaign and awarded ‘Meet Marina Prieto’ with six awards. They include Dan Wieden Titanium Prix, and Grand Prix in Creative B2B, marking Spain’s first in this category.

At Cannes Lions 2024, Meet Marina Prieto swept the stage with six awards, including the Dan Wieden Titanium Prix and the Grand Prix in Creative B2B - Spain’s first-ever win in this category.

The campaign also earned:

- A Gold Lion in Outdoor

- A Bronze Lion in Creative B2B

- A Silver Lion and a Bronze Lion in Social & Influencer

And the recognition didn’t stop there.

At the D&AD Awards, the campaign won a Graphite Pencil in the Media (Micro-Talent & Influencers) category, along with two Wood Pencils in Digital & Social and Direct (Press & Out-of-Home).

JCDecaux’s <em>Meet Marina Prieto</em> is now a case study in effective marketing. It proves that reviving a struggling medium doesn’t require a famous face. What it does require is a sharp understanding of the problem, insight into audience sentiment, and a willingness to take creative risks.

In Prieto’s quiet charm, the advertising world found a loud and clear message: sometimes, the most unexpected stories make the strongest impact.

<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-how-specsavers-used-a-familiar-tune-to-highlight-a-common-health-issue-66162.htm">Global Ads Spotlight: How Specsavers used a familiar tune to highlight a common health issue</a> 

Global Ads Spotlight: When Marina Prieto revived the future of Spain’s subway advertising

It’s a sweltering summer, and the only thing that comes to mind - apart from mangoes - is Magnum! Owned by Unilever, Magnum has, for years, been the go-to ice cream companion when the sun shines too brightly or when the mehness of the day gets to us.

Relishing a sweet stick that oozes chocolate, coupled with almond or caramel, Magnum has never ceased to surprise and continues to spread its sweetness to this day.

But when snow caps the city and chill winds blow across, would Magnum still be considered? This question worried the brand, which then rolled out the 'Find Your Summer' campaign - encouraging people to find their sunny spot and enjoy a bite of Magnum once again.

<strong>What is ‘Find Your Summer' all about?</strong>

Unilever’s Magnum saw a significant drop in sales with the onset of winter. Determined to extend its appeal beyond seasons, the brand set out to help people discover their own patch of sunshine.

Created by LOLA MullenLowe, the campaign is visually rich - shot entirely in black and white - with the camera capturing the elusive British sun spotlighting people enjoying their Magnum. These moments were featured across newspapers, billboards, and magazines throughout the United Kingdom.

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What made the campaign stand out was its innovative use of digital billboards, which displayed a live timeline indicating when the sun would shine in each city - making it the perfect time to indulge in a Magnum.

This was achieved through real-time data. What truly boosted the campaign’s effectiveness - and drove a remarkable 66.3% increase in sales - was the use of geo-targeted notifications, which nudged consumers near participating stores.

This led to people grabbing their beloved Magnum - often at a discount - from the nearest outlet.

<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-pop-tarts-and-the-first-edible-mascot-67751.htm">Global Ads Spotlight: Pop Tarts and The First Edible Mascot!</a> 

Global Ads Spotlight: When Magnum melted winter with 'Find Your Summer' campaign

In today’s digital world, where the marketplace is cluttered with innumerable brands fighting to grab eyeballs through their innovative marketing strategies, well-known American toaster pastries’ brand Pop-Tarts hit the bulls eye through their thoughtful marketing campaign.


Pop-Tarts, which has been around for six decades, is no stranger to the folks who grew up on its staple diet. When the brand decided to position itself amongst the younger cohort of the audience, what better way than positioning itself as a snack than as a breakfast, and that too through ‘Edible Mascot?’


<strong>What is Pop Tarts - The First Edible Mascot?</strong>


To position itself as a sought-after snack amongst the youth, Pop-Tarts entered American College Football at the centre of the Pop-Tarts Bowl experience. But, on venturing into that territory, they were met with many other brands and their mascots who were not doing anything ‘different’.


With a challenge ahead of them, Pop-Tarts came up with ‘The First Edible Mascot’ who came out of a giant toaster ready to be nibbled. With the chatter spread far and wild across the media who were perplexed on the mascot being ‘Edible’, what made the campaign worth the watch was the display of the social media reactions which made the brand and the mascot the talk or chatter of the town.


What further catapulted the mascot to fame was its sacrifice which indeed became a ‘story’. As one could see it enter the toaster and come out of the other end, it was completely devoured like a zombie, with just its eye spared.


The marketing strategy indeed turned out to be fruitful, as the campaign received critical acclaim garnering 4 billion impressions. Further, the Pop-Tarts Bowl had 1500 percent more mentions than the competing sponsors, and had 926 percent return on sponsorship. And, guess what? In the eight weeks following the game compared to the eight weeks prior, 21 million more Pop-Tarts were sold.


What makes the campaign a must-watch is it being visually rich, especially its virality across social media, and it being a subject of discussion even for memes. Further, the intro of the campaign which began on an old advertisement of Pop-Tarts, owned by Kellanova, does kick nostalgia and induces brand value recall.


The campaign, which was executed by Weber Shandwick, won a Grand Prix in the brand activation and experience category at the Cannes Lions in 2024. 


Pop-Tarts - The First Edible Mascot, serves as a case study for the ad world, that in a marketplace cluttered with brands including the new-age ones, innovative thinking or marketing does the trick, which not just drives footfall, and reaffirms one’s position not just in their dominant category, but in the arena they want to enter into.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/global-ads-spotlight-how-adidas-runner-321-put-neurodivergent-athletes-in-the-spotlight-67336.htm">Global Ads Spotlight: How Adidas’ ‘Runner 321’ put neurodivergent athletes in the spotlight</a> 


Global Ads Spotlight: Pop Tarts and The First Edible Mascot!

In a quiet village miles from the nearest health center, a woman lifts her mobile phone and speaks a simple phrase into the microphone. What she doesn’t realize is that her voice—an ordinary expression of language and tone—may hold the key to diagnosing a condition that affects over 500 million people worldwide.


Diabetes, long a global public health concern, continues to rise at an alarming rate. While Type 1 diabetes is typically the result of autoimmune damage to the pancreas, Type 2 diabetes—by far the more prevalent form—is frequently linked to sedentary lifestyles and poor dietary habits. In many cases, Type 2 diabetes can be managed, or even reversed, through timely diagnosis and behavioral change. Yet access to diagnostic tools remains uneven, particularly in rural and underserved communities.


In 2023, Klick Labs, a division of Klick Health based in Toronto, introduced a novel diagnostic approach that promises to upend traditional testing paradigms. Their innovation, dubbed “Voice 2 Diabetes,” uses artificial intelligence to detect Type 2 diabetes based on short voice recordings, paired with minimal personal data such as age, sex, height, and weight.


The science is grounded in acoustic analysis. Researchers studied 18,465 audio samples from 267 participants—both diabetic and non-diabetic—who were asked to record a short phrase into their smartphones six times a day over a two-week period. Using vocal biomarkers such as pitch variation, jitter, and shimmer, the model demonstrated an accuracy rate of 89 percent for women and 86 percent for men.


The findings were published in the October 2023 issue of Mayo Clinic Proceedings: Digital Health. According to Klick Labs, even in its early stage, the model has the potential to reduce global healthcare costs by as much as $32.75 billion, a figure that reflects the savings from traditional blood testing and early detection.


But the project is more than a technological milestone—it is also a case study in how AI can be sensitively applied to meet the needs of developing regions. In India, where nearly half of all diabetes cases go undiagnosed and rural medical infrastructure often lags behind urban centers, the idea of voice-based diagnostics could be transformative.


To bring this message to life, Klick Health developed a campaign for the KVI Brave Fund that blended striking visuals of rural India with documentary-style footage of the technology’s development. The campaign resonated globally, amassing nearly four billion media impressions and earning the Innovation Grand Prix at the 2024 Cannes Lions International Festival of Creativity.


“Voice 2 Diabetes” is more than an award-winning campaign; it reflects a broader shift toward democratizing healthcare through technology. As artificial intelligence continues to find new applications in medicine, this project stands as a powerful reminder that innovation, when guided by empathy and inclusivity, can reach far beyond the clinic or laboratory.


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-marketing/__trashed-5-65459.htm">Global Ads Spotlight: Here's how Cola-Cola hacked screentime with Alexa skill in KSA</a> 


<strong>Read More:</strong> <a href="https://www.storyboard18.com/brand-makers/global-ads-spotlight-when-ai-met-animal-welfare-in-a-pedigree-campaign-to-boost-pet-adoptions-65100.htm">Global Ads Spotlight: When AI met Animal Welfare in a Pedigree campaign to boost pet adoptions</a> 


<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-how-specsavers-used-a-familiar-tune-to-highlight-a-common-health-issue-66162.htm">Global Ads Spotlight: How Specsavers used a familiar tune to highlight a common health issue</a> 

When a voice can diagnose: A tool in the fight against Type 2 Diabetes

Every week, brands continue rolling out their spotlight moments to wow us—but let’s be real, not every attempt strikes gold. Some ads make us chuckle, spark a thought, or stick with us well beyond the ball drop, while others… should probably stay in drafts. 

That’s where Storyboard18’s weekly ad reviews step in! We sift through the latest campaigns, calling out the ones that truly shine and those that miss the mark. With our straight-up, zero-fluff approach, you’ll get the real scoop on which ads are worth your attention. 

Dive into this week’s Mast & Meh to see which ads we gave a thumbs up and which weren’t even worth a yawn!

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/brand-marketing/mast-meh-titan-biba-parle-g-who-nailed-the-mothers-day-moment-65095.htm">Mast & Meh: Titan, BIBA, Parle-G - who nailed the Mother’s Day moment?</a>

<strong>Mast</strong>

<strong>Brand</strong>: CashKaro

<strong>Agency</strong>: Inhouse

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CashKaro’s latest spot, GOATies, is a cheeky roast of reward systems that leave users chasing shiny-but-pointless coins. Set in a spoofed-up Roadies-style audition, the ad pits a pompous goat against a no-nonsense interrogator who calls out the bluff — coins with expiry dates and hidden catches are no match for cold, hard cashback. The humour is crisp, the punches land well, and the goat’s over-the-top swagger adds just the right dose of ridiculous. 

<strong>Meh</strong>

<strong>Brand</strong>: Muthoot FinCorp

<strong>Agency</strong>: Moonshot

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Even King Khan can’t polish this gold into something watchable. Muthoot FinCorp’s new campaign starring Shah Rukh Khan tries to turn loan worries into comedy but ends up looking like a half-hearted skit stitched together with leftover punchlines and a lot of brand love. Yes, SRK’s charm is intact - but he’s been handed a script that’s more cringe than clever. Dancing to impress loan officers? That’s not quirky, it’s just awkward. 

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/advertising/mast-meh-v-day-special-amazon-prime-boat-bombay-shaving-company-who-got-dumped-56721.htm">Mast & Meh V-Day Special: Prime Video, boAt, Bombay Shaving Company - who got dumped?</a>

<strong>Mast</strong>

<strong>Brand</strong>: Tata Coffee Grand

<strong>Agency</strong>: 82.5 Communications

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Tata Coffee Grand Cold Coffee’s new digital spot is a breezy little mood-lifter. Set in the pulse of a busy metro, it captures that blink-and-you’ll-miss-it moment of connection between two strangers: a subtle sketch, a knowing glance, and a shared “Coffee?” that says more than words could. The ad nails the urban rom-com vibe without going overboard. It’s light, relatable, and refreshingly low-key. No forced drama, no overcooked romance; just two people, one cold coffee, and a moment that makes the commute feel a little warmer (ironically).

<strong>Meh</strong>

<strong>Brand</strong>: KFC India

<strong>Agency</strong>: FCB Neo

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KFC India's latest ‘EPIC SAVERS’ campaign is more soggy than crispy. The spot tries too hard to go viral, stuffing in Mrunal Thakur fainting, Danish Sait in triple roles, Gen Z slang, and paparazzi chaos, all in 30 seconds. It’s like biting into a bucket hoping for Original Recipe and getting only filler. The “9 for 299” chant gets old fast, and the over-the-top acting feels more confused than comical. Sure, the deal’s great… but the ad? Not finger lickin’ fun.

<strong>Mast</strong>

<strong>Brand</strong>: Crompton

<strong>Agency</strong>: BBDO

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Crompton’s latest spot for the Fluido fan spins an artful twist into home appliances, literally. Set in a sculptor’s studio-turned-auction house, the ad cleverly reimagines a ceiling fan as a piece of high art. The BBDO-conceptualised film builds intrigue with its sculptural metaphors and ends with a satisfying design reveal. It’s sleek, it’s quiet, and it’s got enough style to make you forget it’s just a fan. Cool move, Crompton.

<strong>Meh</strong>

<strong>Brand</strong>: Policybazaar

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Policybazaar’s latest ad featuring Kapil Sharma is a strange brew of pop culture cosplay and awkward messaging. Dressed like Gandalf met a kung-fu villain, Sharma plays a soul-harvesting grim reaper who fumbles through a skit that’s more confusing than convincing. The ad tries to spook viewers into buying term insurance, but the oddball humour lands with a thud. Instead of driving urgency, it feels like a bad sketch from a forgotten comedy show. A serious subject like life insurance deserves a smarter pitch, not a costume party with an identity crisis.

<strong>Mast</strong>

<strong>Brand</strong>: Apollo Hospitals

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Apollo Hospitals hits the emotional sweet spot with *“Life Without Nurses,”* a digital film that imagines the eerie chaos of a hospital without its heartbeat — nurses. From beeping machines to bewildered patients, the ad paints a bleak picture that quickly shifts as nurses re-enter the frame, bringing order, empathy, and a quiet kind of heroism. It’s simple, moving, and beautifully shot — no gimmicks, just a powerful reminder that behind every recovery is a nurse who cares. This one tugs at the heart without trying too hard. A salute in 60 seconds. 

<strong>Also Read:</strong> <a href="https://www.storyboard18.com/advertising/mast-meh-indriya-boat-lenskart-havells-and-more-54466.htm">MAST & MEH: Indriya, BoAt, Lenskart, Havell’s, and more</a>

Mast or Meh: Crompton, CashKaro, Muthoot FinCorp - who nails the ad game and who fizzes out?

As artificial intelligence continues to reshape industries, from automating workflows to redefining creative boundaries, it has also found a place in an unexpected corner: animal welfare.

<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-when-a-car-can-mean-a-job-how-renaults-cars-to-work-tackles-mobility-and-unemployment-62922.htm">Global Ads Spotlight: When a car can mean a job. How Renault’s ‘Cars to Work’ tackles mobility and unemployment</a> 

Pet adoption campaigns have long relied on emotional appeals, often spread through viral social media posts or WhatsApp forwards, spotlighting abandoned animals in need of a home. While some of these messages gain traction, many fade into digital obscurity. But a new initiative is aiming to change that dynamic—using AI not just to amplify the message, but to personalize and optimize it in real time.

In 2024, Mars Petcare’s Pedigree brand, in collaboration with Nexus Studios, unveiled "Adoptable," a campaign that leverages machine learning to reimagine how dogs in shelters are presented to the public. The project arrives at a moment of growing concern in New Zealand, where animal shelters are grappling with overcrowding and dwindling adoption rates.

The heart of the campaign lies in an AI model capable of transforming ordinary shelter dog photos into studio-quality portraits. These enhanced images were seamlessly integrated into Pedigree’s digital advertisements, which automatically updated to feature adoptable dogs. Each ad linked viewers to a dedicated landing page offering more information on the specific dog shown.

What set the campaign apart was its responsiveness. Once a dog found a home, its image was immediately removed from circulation—ensuring that the ads remained relevant and that shelter resources were not spent promoting animals no longer in need.

The technology also used geolocation data to ensure that the ads appeared in areas where a particular dog was most likely to be adopted, creating a highly targeted and efficient system. The results were striking: within two weeks of launch, half of the featured dogs had been adopted.

The campaign earned industry-wide praise, culminating in a Grand Prix win in the Outdoor Lions category at the Cannes Lions International Festival of Creativity.

With an ambitious goal to make every digital touchpoint support dog adoption by 2026, "Adoptable" not only represents a leap forward in marketing innovation—it also offers a compelling model for how AI can serve the greater good.

<strong>Read More:</strong> <a href="https://www.storyboard18.com/advertising/global-ads-spotlight-a-handshake-and-a-deal-how-mercado-libre-reinvented-black-friday-marketing-in-brazil-63181.htm">Global Ads Spotlight: A Handshake and a deal - how Mercado Libre reinvented Black Friday marketing in Brazil</a> 



MAST AND MEH