Love for Earth, a Swanky Santa and Lessons in Fearless Living

Our weekly roundup of the ad scene in Europe

Our ad of the week hails from the M.D. Anderson Cancer Center Foundation, and was created by Havas Spain. Titled “Sin Miedo a Vivir” ("Without Fear of Living"), it opens with people at various stages of their cancer journeys. A man at a bar suddenly gets onstage to karaoke Rosana's popular '90s track, "Sin Miedo." His voice is raspy and rich, and he pushes on his throat prosthesis all the while. The work is "Dedicated to the ones that have lost the fear of living." May we all lose that fear, and be half as brave as those who appear here, resplendent.

In Aldi France's "Christmas Before Christmas," TBWA\Paris gives us a Santa we've never seen. He doesn't live in a palace with elves, perpetually catering to the fantasies of children. This guy has a chic winter home, plays vinyls and doesn't think about work off the clock. In this tale, he pulls a classic freelancer move, delivering gifts a day early so he can throw a Christmas Eve dinner bash (with ingredients sourced at Aldi). This story continues the brand's modernized fairy tale vibe and reinforces its "fresh local produce" focus.

For the city of Hamburg, Jung von Matt Sports leveraged live team grouping draws for the UEFA Euro 2024 tournament. (Hamburg is among 10 cities where matches will be held in Germany, the host nation, next year.) Using huge shipping containers, the agency set up a 40-foot-high installation, dubbed "The Final Draw," that replicated the actual draw in real-time. This required 25 containers, 12 forklifts and 70 port workers to accomplish. It was simulcast at Elbe Philharmonic Hall, and kicked off a larger campaign titled "Hamburg. Great Things Start Here."

French NGO Terre de Liens depicts a woman living in a space shuttle, eating holographic food. It ends with her finding terra nova: The land we're still on. Created by agency Strike, "Come Back Down to Earth" is designed to make the world of agriculture more appealing. In France, 200 farms vanish weekly, and 50,000 hectares of fertile land are paved over each year. One in three farmers will retire in 10 years without replacements. The ad marks 20 years of agricultural preservation for Terre de Liens, and arrives in the lee of a new law dubbed PLOAA, designed to trigger generational renewal in agriculture, partly by making sector jobs more attractive.

By now we've all heard that Ikea U.K. and Mother London have launched a limited edition turkey-sized meatball, "the ultimate Christmas dinner showstopper." (It is not mammoth, but rather mostly chicken.) At over 9 pounds, the meatball comes boxed, accompanied by lingonberry jam and creamy sauce. You can either win one on Ikea's social media or wait until Dec. 11 and hunt one down. For the herbivores ('cause you know this is not what PETA meant when it said "don't eat turkey"), Ikea's got a Veggieball Christmas Tree kit, too. 

Lack of dog blood donors is a problem for vets. Who knew? For client Bâtard (yes, "bastard"), a quarterly lifestyle dog-lovers magazine in France, We Are Social launched #BatardDonneur, whose premise is simple: When people Instagram dog-selfies with that hashtag, and include zip codes, local vets seeking blood can add those doggos to a volunteer donor database. 

"Long live the earth." We hear that, and it's a restful way to wrap the week. The ad in question, "An Homage to the Soil," is for Swedish agricultural coop Lantmännen and makes use of BBC Green Planet cameraman Tim Shepherd, whose oeuvre shines here. The campaign acts as a gentle reminder that Earth is our source of food and life, and we need to take care of the soil for future generations. Work by Nord DDB.

Angela Natividad
Angela Natividad is the European markets editor at Muse by Clio. She also writes about gaming and fashion, and whatever else she's interested in, really. She's based in Paris and North Italy, so if you're local, say hi. She might eat all your food.

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