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Ads of the Week: Ryan Reynolds’s talking sweater and the Dutch lottery’s festive feels

By Amy Houston | Senior Reporter

December 14, 2022 | 6 min read

There’s also a stunt from ILGA Portugal providing a safe space for streamers to play Fifa and support LGBTQ+ rights and a mystery celebrity in the Downy Unstopables Super Bowl ad teaser.

Seth Rogen voiced Reynolds' sweater / Maximum Effort

Every week, The Drum picks the top global campaigns from our Creative Works. You can submit your new work here.

This week, a touching Dutch State Lottery spot shows a father and son trip of a lifetime, actor Ryan Reynolds wears a sweater voiced by Seth Rogen to raise funds for SickKids and Sweden’s largest women’s shelter remembers women lost to domestic violence.

SickKids: Ugly Sweater by Maximum Effort

Each year, Ryan Reynolds dons an “aesthetically challenged” sweater to raise funds for SickKids. This year, in a new twist, the sweater has a voice.

The Dutch State Lottery: Husky Frida by TBWA\Neboko

For its annual New Year’s Eve campaign, Staatsloterij – the Dutch State Lottery – is telling the tale of a father and son who embark on a wonderful journey together.

Alla Kvinnors Hus (All Woman’s House): Advent Candle by Familjen

In its annual Christmas campaign, All Woman’s House remembers the women lost to domestic violence in 2021 with a traditional Swedish Advent candle.

ILGA Portugal: Pride Stands by Comon and Studio Nuts

Portugal’s largest and oldest LGBTQ+ organization launched an initiative that encourages Twitch streamers to use stadium backdrops featuring fans waving Pride flags as they stream Fifa video games during the World Cup.

Downy Unstopable: I’m Not Doing It Yet by Woven Collaborative/Saatchi & Saatchi

In its Super Bowl teaser, a mystery skeptic puts the brand’s 12-week freshness claim to the ultimate test: sniffing laundry nonstop until the big day.

Oscar Mayer: Hotdoggers by The Kitchen

The Christmas remix nobody asked for arrived: ‘12 Days of Oscar.’

TV2: Tinka og sjælens spejl by TV2 and Armstrong Film

To mark the third series of the popular Danish Christmas TV show ’Tinka og sjælens spejl’, a digital out-of-home (DOOH) ad has appeared at the Field’s shopping mall in Copenhagen.

Samsung: Find Your Flipside by CHEP Network

This social campaign aims to engage ’Generation TikTok’ through the stories and experiences of a team of creators.

Kia: Season of Giving Back by David&Goliath

This ad campaign aims to give children and parents at St Jude the opportunity to visit the North Pole – without having to leave the comfort and safety of the hospital.

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