It’s the most wonderful time of the year for BIG indie agency action—and you’ll find plenty of Super Bowl goodies among today’s lineup of IndieWork.
But we’re here for everything you’re working on, so Big Game or beyond, share your latest with us here to be featured next week, and if you’re not a member yet, start here.
Special US for Uber Eats
For the Big Game, Special U.S. is serving up a time-traveling, food-fueled football conspiracy, as presented by Matthew McConaughey. The spot reimagines the sport’s origins as one big marketing ploy for food, cleverly linking pigskins to pork, Buffalo wings to Buffalo, and Peyton Manning’s “Omaha” calls to steaks. Co-conspirators Martha Stewart, Charli XCX, Kevin Bacon, Greta Gerwig and Sean Evans appear across teasers and more in a typical-for-the-brand campaign that extends beyond the screen and delivers right to customers’ doors.
Mother London for Uber Eats
Across the pond, Mother London has an equally cinematic short film for the food delivery giant, with resplendently bewigged Javier Bardem as a sci-fi villain (à la Dune or Star Wars) reflecting on the stresses of tyrannical domination before kicking back over dinner. Much like Special’s Super Bowl spot, this one’s big-screen worthy.
Zambezi for Pickleball TV
Pickleball is all the rage, and whether you play the game or not, you may find yourself roped in by Zambezi’s work promoting The Pickle Program on Pickleball TV (run by FIN Studios and the Tennis Channel). We look forward to checking out the best and worst of pickleball on this series hosted by Paul Scheer.
Klick Health For Bayer
Klick’s creative for its clients? Outstanding. And big ‘ol brand Bayer is no exception with a spot (and strong call to action) that runs in some of the bigger markets during the Super Bowl. With an assist from the brand’s in-house team, OLIVER, it’s targeted to Gen X and millennials to make sure the cohort checks its risk for heart disease. It’s a heavy subject, but handled exceptionally well.
Colossus for Cantera Negra
Colossus worked with production company Minted Content and post-production studio Subset to ignite a fiery campaign for tequila brand Cantera Negra that evokes the volcanic soil in which the beverage’s agave plants are grown. LBB has a great interview with Subset about how it came together.
PB& for Seattle Museum Month
PB&’s work for Seattle Museum Month is all about immersion, pointing visitors (who get half of admission during February) to the multisensory experiences that buck the typical trend of museums as quiet, no-touching spaces.
Highdive for Lay’s
Highdive serves up good, wholesome farm and family fun in this extended-edition Big Game ad for Lay’s that shows its farm-to-chip bag process and all the magic along the way.
The MAYOR for Consumer Cellular
THE MAYOR’s latest campaign for Consumer Cellular highlights the carrier’s service and affordability through relatable, humor-driven spots tailored for the 55+ audience. Read about it and watch at LBB.
Doe-Anderson for Jim Beam
These retail activations are the toast of every town they appear in.
St. John for Florida Prepaid College Board
I can’t say I was expecting to learn about Florida Prepaid’s Open Enrollment campaign from an elephant toy, but here we are—and it works. This one is too cute to miss!
MOCEAN for Netflix
Who isn’t ready to binge another season of Love Is Blind. MOCEAN did some pitch-perfect work promoting the show.
Familiar Creatures: Behind the Campaign
A couple of weeks ago, we talked about Familiar Creatures’ work for Duke’s Mayo in which Minnesota Golden Gophers coach P.J. Fleck has a tub of mayo upended over his head, and Flavor Flav was revealed to be hiding in an unhinged tub-o-mayo costume.
Read more about how the campaign came together in this Q&A piece via Richmond BizSense.
Work from Beyond the IAN
Young Hero brings its keen sense of culture to UGG’s Spring/Summer 2025, all about “Big Spring Energy,” an extension of its “Feels Like UGG” campaign.
Following a rebrand in 2023, Two Tango expanded its offerings, delivering a Wes-Anderson campaign for Langley Federal Credit Union, culminating in a highly anticipated Big Game spot. Check it out here.
Jess Zafarris is the author of two books, Once Upon a Word and Words from Hell, with a third forthcoming in 2025. She has contributed to three other books on topics such as social media and gaming. In the past year, she has been quoted in The New York Times and The Guardian, profiled in The Boston Globe, and interviewed on NPR and BBC World Service Radio. She speaks at conferences about writing careers and social media strategy. After 15 years in B2B and enthusiast media, she went independent to write and create content for organizations including Dictionary.com, PR Daily, Writer’s Digest, and Indie Agency News, as well as a host of communications and advertising agencies. Her podcast, Words Unravelled, has reached more than 2.5 million listeners, and her etymology videos are followed more than 100,000 word lovers.
