Lifebuoy Summons Snarky Phantoms to Help Exorcise 'Ghost Stink'

Our weekly roundup of global creativity features Indonesia, Denmark and Brazil

Below, we explore some great work from Indonesia, Denmark and Brazil, curated by Muse sibling Ads of the World.

Lifebuoy, ‘Get Possessed by Coolness’

Agency: MullenLowe Lintas Indonesia

Something rank is possessing the neighborhood in this truly odd and spooky commercial. Indonesians love their horror, so what better way to promote a soap and highlight the dangers of heat stroke than with ghouls, stinky “corpses” and an exorcist? Watch as victims are cured and lose their deathly stench for 12 whole hours.

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Call Me, ‘Speaking of…’

Agency: Brandhouse

Denmark is one of the happiest countries in the world, yet 25 percent of Danish men rarely have deep conversations. They’ll chat for hours about football or grilling but won’t check on a friend. Cue a campaign that seamlessly introduces conversation starters into everyday settings—pubs, gyms, fishing trips. Repeating a simple phrase subtly nudges guys toward discussions. In the process, the telco brand gives people something to talk about.

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Materna, ‘Real Cravings’

Agency: Publicis Conseil

Materna is redefining maternal health in Brazil with a global campaign designed to spotlight the deeper, often overlooked desires of women on the journey to motherhood. More than just unusual food combinations, these cravings encompass support, personal choice and workplace equality. This short film authentically portrays real women at key stages—pre-conception, pregnancy, postpartum—exploring their struggles and triumphs.

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