It’s Thursday (sort of, Zanger is behind on some stuff), and that means it’s time for another #IndieWork roundup—the latest and greatest from our Indie Agency News members and beyond.
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Cactus for Man Therapy
Cactus’ “Shoot the Shit” campaign for Man Therapy takes on men’s mental health with a relatable, sharp-shooting twist. The campaign has the mental health brand partner with gun ranges to reach gun owners during Suicide Prevention Month, inviting them to think about mental health as seriously as they do gun safety by literally shooting at the feelings that are troubling them.
With a healthy dose of humor from Dr. Rich Mahogany and distribution in spaces where the audience feels comfortable, accepted and—well, manly, the campaign makes real talk and tough topics approachable.
Mother London for Marks and Spencer
M&S isn’t exactly the first brand you’d associate with DJ Snake and Lil Jon’s “Turn Down for What,” but the juxtaposition—and the pack of poodles—do the trick.
THE MAYOR for Consumer Cellular
Ted Danson takes to the dance floor to cut a rug with a carefully edited tango in this spot for Consumer Cellular. Cheers—this is the Good Place.
Cactus for Arapahoe Basin
Ski seasons can be unpredictable for resorts these days, so Arapahoe Basin and Cactus have teamed up to showcase the activities that the famed ski location offers even when the slopes aren’t blanketed in white.
Read more about it via MediaPost.
Left Off Madison for Technics and Automobili Lamborghini S.p.A
Japanese audio brand Technics—long famed for audio equipment, especially turntables, and revived several years ago following renewed interest in vinyl—is spinning to a new tune with a co-branded turntable that boasts the sleek luxury aesthetic of a Lamborghini, thanks to Left Off Madison.
Saylor for NFL Sunday Ticket x YouTube TV
Jason and Kylie Kelce have football Sunday self-care figured out in Saylor’s relatably cozy spot for NFL Sunday Ticket x YouTube TV, created in partnership with Wave Sports + Entertainment.
Highdive for Lay’s & BetMGM
Get ready for a touch of semantic satiation in this ad that only really contains three words. It shows a world in which “Lay’s” can mean almost anything.
Also from Highdive, Jamie Foxx consults Jamie Foxx… and Jamie Foxx… and Jamie Foxx about the rules of BetMGM’s “Second Chance Offer” that gives participants a chance to redeem themselves—as long as the player they’re betting on does too.
Cornett for Hotel Marcel, Tapestry Collection by Hilton
Hotel Marcel, said to be America’s first net-zero emissions hotel, puts that objective front and center with its “please-do-disturb” warnings via scheduled and educational “climate wake-up calls” for guests.
Read more in The Boston Globe.
HAYMAKER snags three Platinum MUSE Awards
Felicidades to the team at HAYMAKER, which scored platinum in three categories for “SaboresTV by Topo Chico.”
Fortnight Collective for Pinnacol Assurance
Fortnight Collective is helping Colorado workers’ comp insurance company Pinnacol Assurance and the businesses it supports grow from local to global.
Civitas for Major League Soccer
MLS and Civitas hit the floor at Fanatics Fest with an experience that brought 70,000 attendees to snap a hologram photo, catch games, and meet and compete against pro players.
VCCP for Virgin Media
Who hasn’t at one point or another experienced fast, uninterrupted wi-fi and thought, “this makes me feel exactly like a walrus commandeering a boat”?
But really, it’s startling how flawlessly the music, the scenery and the mind-bogglingly convincing walrus capture your attention and make its point. Well done, VCCP.
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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.
