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Interview
Influencers
Ads
Turning Heads
Looking back
Trends
SUPER BOWL
EDITION
ISSUE #15
FEB 25
MOI Global creatives are often asked where we get our inspiration. The answer is always the same: anywhere and everywhere.
Take a stroll through this set of head-turning art, copy, ads, literature, culture, and trends that inspire us. And some of our original work that proves we take notice of what we see, when we look around. Features images and articles from multiple online sources, shared for inspiration purposes only, not commercial use.
Frederico is the Executive Creative Director at TBWA\Raad Dubai. He's an award-winning creative who's worked with some of the hottest brands – breaking the rules with big ideas, disruptive campaigns, and human-obsessed storytelling. So who better to ask for his take on this year's Super Bowl shenanigans...?
MOI: What’s your secret to getting attention and turning heads?
Frederico: Understanding people and what makes them tick. Understand that we have to be brave enough to make them feel something, even if it's the tiniest of smirks. If we can't even do that, then what are we really doing? With that comes the absolute need to understand the channels, the platforms, and the language of each one of them. You have to be obsessed with people to thrive in the ad industry.
If you want to stand out, do different things than the rest.
MOI: What's one of your favorite projects you've worked on?
Frederico: Since I moved to Dubai, I got the chance to work on 2 widely popular brands: Nissan and KFC. All the work we've been doing on KFC about Gaming - like the Bribe Bucket, Original Gamechangers and Original Fake Games - are super cool and a way to get closer to the people. And last year, we saw the greatest car launch ever with the all-new Nissan Patrol. Now that's a project I'll remember forever!
Frederico is the Executive Creative Director at TBWA\Raad Dubai. He's an award-winning creative who's worked with some of the hottest brands – breaking the rules with big ideas, disruptive campaigns, and human-obsessed storytelling. So who better to ask for his take on this year's Super Bowl shenanigans...?
MOI: What’s your secret to getting attention and turning heads?
Frederico: Understanding people and what makes them tick. Understand that we have to be brave enough to make them feel something, even if it's the tiniest of smirks. If we can't even do that, then what are we really doing? With that comes the absolute need to understand the channels, the platforms, and the language of each one of them. You have to be obsessed with people to thrive in the ad industry.
If you want to stand out, do different things than the rest.
MOI: What's one of your favorite projects you've worked on?
Frederico: Since I moved to Dubai, I got the chance to work on 2 widely popular brands: Nissan and KFC. All the work we've been doing on KFC about Gaming - like the Bribe Bucket, Original Gamechangers and Original Fake Games - are super cool and a way to get closer to the people. And last year, we saw the greatest car launch ever with the all-new Nissan Patrol. Now that's a project I'll remember forever!
MOI: Which Super Bowl ad caught your attention this year and why?
Frederico: I live with the adage: "If you want to stand out, do different things than the rest". And in that sense, I'll remember the Google piece, given its down-to-earth tone and emotional storytelling. It contrasted with the wackiness of the rest.
MOI: What's one thing that you think the best Super Bowl ads do differently?
Frederico: Superbowl ads are like a green pass to go crazy, wild and free of any shackles. Which, if you come to think of it, that's what creativity should be anyway. So, the real question is: why aren't Super Bowl ads the standard of standing out throughout the year?
MOI: How do you think events like the Super Bowl are changing the way brands approach creativity?
Frederico: Our industry loves to talk about "hijacking culture". Well, that's what events like the Super Bowl are: a moment in culture. It's almost as if it's saying "Hey everyone, here's culture: hijack it". It focuses the creative juices (or at least it should) and allows brands to flex their muscles into different directions, like what Skittles did a few years back with "Skittles The Musical".
MOI: What can and can't AI do today?
Benjamin: AI can amplify creativity, streamline production, and unlock new possibilities for storytelling. It’s a powerful tool for generating hyper-realistic visuals, personalizing content at scale, and even solving complex creative challenges. But it can’t replicate the emotional intuition of human creativity. It doesn’t understand nuance, context, or cultural significance the way people do.
I’ve been very fortunate to work with some inspiring brands, like the Global Launch Nissan Middle East - "Feel Patrol" Campaign and Arabian Automobiles - Nissan "Urventures" Pay with your Equity.
MOI: Which Super Bowl ad caught your attention this year and why?
Frederico: I live with the adage: "If you want to stand out, do different things than the rest". And in that sense, I'll remember the Google piece, given its down-to-earth tone and emotional storytelling. It contrasted with the wackiness of the rest.
MOI: What's one thing that you think the best Super Bowl ads do differently?
Frederico: Superbowl ads are like a green pass to go crazy, wild and free of any shackles. Which, if you come to think of it, that's what creativity should be anyway. So, the real question is: why aren't Super Bowl ads the standard of standing out throughout the year?
MOI: How do you think events like the Super Bowl are changing the way brands approach creativity?
Frederico: Our industry loves to talk about "hijacking culture". Well, that's what events like the Super Bowl are: a moment in culture. It's almost as if it's saying "Hey everyone, here's culture: hijack it". It focuses the creative juices (or at least it should) and allows brands to flex their muscles into different directions, like what Skittles did a few years back with "Skittles The Musical".
Doja Cat is a frequent Taco Bell commercial star, but she’s reluctantly passing the torch to fans this year with the chain’s Live Más Drive-Thru Cams. Apparently, if you take a picture with these weird arch-like contraptions, you have a chance to appear in a Taco Bell commercial.
Article courtesy © Stereogum, Abby Jones | Image courtesy © Taco Bell Youtube Channel
Watch here
Anyone for a Cul-De-Sac Party? Featuring Post Malone, Shane Gillis and quarterback Peyton Manning, Bud Light's 2025 Super Bowl ad shows how to kick your Super Bowl party up a notch. Lawnmowers, barbecues, Bud Light beers and suburban 'bros' - what more could you need?
Article courtesy © Billboard, Hannah Dailey | Image courtesy © Bud Light Youtube Channel
Watch here
Doja Cat is a frequent Taco Bell commercial star, but she’s reluctantly passing the torch to fans this year with the chain’s Live Más Drive-Thru Cams. Apparently, if you take a picture with these weird arch-like contraptions, you have a chance to appear in a Taco Bell commercial.
Article courtesy © Stereogum, Abby Jones | Image courtesy © Taco Bell Youtube Channel
Anyone for a Cul-De-Sac Party? Featuring Post Malone, Shane Gillis and quarterback Peyton Manning, Bud Light's 2025 Super Bowl ad shows how to kick your Super Bowl party up a notch. Lawnmowers, barbecues, Bud Light beers and suburban 'bros' - what more could you need?
Article courtesy © Billboard, Hannah Dailey | Image courtesy © Bud Light Youtube Channel
Matthew McConaughey, Greta Gerwig, Charlie XCX, Kevin Bacon AND Martha Stewart?! Uber Eats brought out the big guns this year, with an all-star cast that unpacks a wild conspiracy theory – that American football's entire existence is a marketing ploy to get the public to eat (and buy) more food.
Article courtesy © Empire, Jordan King | Image courtesy © Little Black Book
Man of the moment, Glen Powell, steps into the spotlight in a luscious blond wig in Ram's modified Goldilocks tale. Trying out three of Ram's trucks to find the one that's "just right" for him, Powell is seen fighting dragons, outrunning hungry bears, and driving up the side of a volcano in a series of fantastical and wildly ridiculous stunts.
Article courtesy © AdWeek, Bill Bradley | Image courtesy © ABC News
Matthew McConaughey, Greta Gerwig, Charlie XCX, Kevin Bacon AND Martha Stewart?! Uber Eats brought out the big guns this year, with an all-star cast that unpacks a wild conspiracy theory – that American football's entire existence is a marketing ploy to get the public to eat (and buy) more food.
Article courtesy © Empire, Jordan King | Image courtesy © Little Black Book
Watch here
Man of the moment, Glen Powell, steps into the spotlight in a luscious blond wig in Ram's modified Goldilocks tale. Trying out three of Ram's trucks to find the one that's "just right" for him, Powell is seen fighting dragons, outrunning hungry bears, and driving up the side of a volcano in a series of fantastical and wildly ridiculous stunts.
Article courtesy © AdWeek, Bill Bradley | Image courtesy © ABC News
Watch here
Ketchup means Heinz, even for AI! An early example of AI imagery used in advertising, Heinz took advantage of AI's tendency to mangle and distort recognizable brands to show that even artificial intelligence knows they're the only right choice.
Using AI to design unique Nutella jars for Italian customers. 7 million one-of-a-kind labels as unique and expressive as Italian people are. And that's how Nutella Unica was born.
We've all been in the position where we held off going to the loo just a little longer so that we don't miss something major on TV – especially when it comes to sporting events like the Super Bowl. And Angel Soft knows it. So instead of using their ad placement to tell you all about their product, they gave the public a 'potty-tunity', with a 30-second countdown so you can pee in peace (without FOMO).
Image and article © Forbes, Charles Taylor
Read here
If Mountain Dew's Super Bowl ad taught us anything, it's that we can all afford to be a little more weird. Directed by Taika Waititi, the ad sees Seal take his namesake to new surreal heights, as he's transformed into a literal seal, serenading Becky G with a Baja-Blast inspired parody of his Grammy-winning hit 'Kiss From a Rose'. Weird? Absolutely. But also very memorable.
Image and article © Variety, Lauren Coates
Watch here
We've all been in the position where we held off going to the loo just a little longer so that we don't miss something major on TV – especially when it comes to sporting events like the Super Bowl. And Angel Soft knows it. So instead of using their ad placement to tell you all about their product, they gave the public a 'potty-tunity', with a 30-second countdown so you can pee in peace (without FOMO).
Image and article © Forbes, Charles Taylor
If Mountain Dew's Super Bowl ad taught us anything, it's that we can all afford to be a little more weird. Directed by Taika Waititi, the ad sees Seal take his namesake to new surreal heights, as he's transformed into a literal seal, serenading Becky G with a Baja-Blast inspired parody of his Grammy-winning hit 'Kiss From a Rose'. Weird? Absolutely. But also very memorable.
Image and article © Variety, Lauren Coates
Turning Heads™
When the Expected Play Isn't the Right Play
(What? In this case… is brand!)
In the Super Bowl, the teams that make history aren't the ones that stick to the expected plays—they're the ones that surprise, innovate, and change the game.
The same is true in B2B marketing. A lot of agencies approach major marketing moments like the Super Bowl with a predictable playbook: bigger budgets, louder messages, safer choices. But the campaigns that truly turn heads are the ones that dare to think differently.
That's where Turning Heads comes in. It's our divergent thinking methodology that helps us step back from the obvious plays and see the whole field. We bring together diverse experts from different disciplines—like a championship team combining different strengths—to challenge assumptions, look beyond the immediate and obvious to find the extraordinary. It's about creating marketing that doesn't just compete—it changes the conversation.
Because in a world of increasing noise and spectacle, the plays that truly turn heads aren't always the obvious, or the most aggressive—they're the smartest.
(What? In this case…
is brand!)
There's something rather remarkable about what Jeep achieved with their Super Bowl spot this year. In an arena notorious for brands trying to outshout each other with increasingly elaborate productions, Jeep has done something quietly revolutionary: they've whispered.
Amazingly, the brand only received the call offering them the spot in December 2024, giving them just two months to conceive and execute something worthy of America's biggest advertising stage. They could have done the obvious: create something epic but obvious like getting Harrison Ford to reprise Indiana Jones for some overwrought desert adventure. Instead, they created something far more interesting – a piece of storytelling that feels genuinely authentic rather than merely expensive.
The spot managed to celebrate nationalist pride without descending into jingoism, touching on everything from military service to manufacturing, the great outdoors to personal freedom. It's a remarkable balancing act – acknowledging traditional American values while subtly suggesting that different viewpoints - like the nod to environmental responsibility - are equally valid.
When Harrison Ford read the script, he said it felt like "a communication from a friend, not a movie star," and this hits upon exactly why the ad works.
There's an authenticity to his delivery that you simply can't manufacture. The subtle wit of the closing line – that beautifully delivered whisper about being happy in a Jeep "even though my name is Ford" – is pure genius.
For any brand wondering how to create impactful advertising in today's rather complex cultural landscape – especially at a high profile, high stakes moment like Super Bowl - this is a masterclass in considered storytelling. It demonstrates that you don't need to shout to be heard, that authenticity trumps spectacle, and that sometimes the most powerful messages are delivered in a whisper.
There's something rather remarkable about what Jeep achieved with their Super Bowl spot this year. In an arena notorious for brands trying to outshout each other with increasingly elaborate productions, Jeep has done something quietly revolutionary: they've whispered.
Amazingly, the brand only received the call offering them the spot in December 2024, giving them just two months to conceive and execute something worthy of America's biggest advertising stage. They could have done the obvious: create something epic but obvious like getting Harrison Ford to reprise Indiana Jones for some overwrought desert adventure. Instead, they created something far more interesting – a piece of storytelling that feels genuinely authentic rather than merely expensive.
The spot managed to celebrate nationalist pride without descending into jingoism, touching on everything from military service to manufacturing, the great outdoors to personal freedom. It's a remarkable balancing act – acknowledging traditional American values while subtly suggesting that different viewpoints - like the nod to environmental responsibility - are equally valid.
When Harrison Ford read the script, he said it felt like "a communication from a friend, not a movie star," and this hits upon exactly why the ad works.
There's an authenticity to his delivery that you simply can't manufacture. The subtle wit of the closing line – that beautifully delivered whisper about being happy in a Jeep "even though my name is Ford" – is pure genius.
For any brand wondering how to create impactful advertising in today's rather complex cultural landscape – especially at a high profile, high stakes moment like Super Bowl - this is a masterclass in considered storytelling. It demonstrates that you don't need to shout to be heard, that authenticity trumps spectacle, and that sometimes the most powerful messages are delivered in a whisper.
The best way to get everyone thinking of your brand? Make them expect it. Tide's "It's a Tide ad" from the 2018 Super Bowl won a number of awards for good reason – buying an ad placement in every quarter of the game to riff stereotypical ads, and always catch the audience off-guard with an unexpected twist. That it is, in fact, a Tide ad.
Image and article © D&AD
Watch here
Apple's 1984 ad has gone down in Super Bowl history as one of the all-time greats – leaning on Orwell's dystopian novel to show how, thanks to Apple's soon-to-be-launched Macintosh computer, "1984 won't be like '1984'". And the real kicker? The ad doesn't even show the product it's advertising. Instead, it's a magnification of the brand's beliefs and values.
Image and article © The New York Times, Saul Austerlitz
Read here
The best way to get everyone thinking of your brand? Make them expect it. Tide's "It's a Tide ad" from the 2018 Super Bowl won a number of awards for good reason – buying an ad placement in every quarter of the game to riff stereotypical ads, and always catch the audience off-guard with an unexpected twist. That it is, in fact, a Tide ad.
Image and article © D&AD
Apple's 1984 ad has gone down in Super Bowl history as one of the all-time greats – leaning on Orwell's dystopian novel to show how, thanks to Apple's soon-to-be-launched Macintosh computer, "1984 won't be like '1984'". And the real kicker? The ad doesn't even show the product it's advertising. Instead, it's a magnification of the brand's beliefs and values.
Image and article © The New York Times, Saul Austerlitz
This year's Super Bowl ads were all about that warm, fuzzy feeling of nostalgia. From the reprisal of iconic childhood characters to rom-com hero reunions and resurrected mascots – we saw it all.
Anyone remember Budweiser's Clydesdales? Well this year, the brand brought them back in spectacular style, with its Super Bowl ad following a cute and heartwarming tale of a Clydesdale foal. Nostalgia AND a cute mascot? Immediate recipe for success!
Image and article © AdWeek, Rebecca Stewart
Watch hereForget celebrities – this year's Super Bowl ad from Booking.com kicked it up a gear with the family-friendly and universally beloved Muppets, to showcase how their site offers the perfect getaway for everyone, whatever they're looking for.
Image and article © Booking.com
Read here
To celebrate its fifth consecutive year at the Super Bowl, Hellmann's took a trip down memory lane, reuniting Meg Ryan and Billy Crystal to recreate the iconic scene from When Harry Met Sally – but with a Hellmann's twist.
Image and article © AdWeek, Colin Daniels
Watch here
This year's Super Bowl ads were all about that warm, fuzzy feeling of nostalgia. From the reprisal of iconic childhood characters to rom-com hero reunions and resurrected mascots – we saw it all.
Anyone remember Budweiser's Clydesdales? Well this year, the brand brought them back in spectacular style, with its Super Bowl ad following a cute and heartwarming tale of a Clydesdale foal. Nostalgia AND a cute mascot? Immediate recipe for success!
Image and article © AdWeek, Rebecca Stewart
Forget celebrities – this year's Super Bowl ad from Booking.com kicked it up a gear with the family-friendly and universally beloved Muppets, to showcase how their site offers the perfect getaway for everyone, whatever they're looking for.
Image and article © Booking.com
To celebrate its fifth consecutive year at the Super Bowl, Hellmann's took a trip down memory lane, reuniting Meg Ryan and Billy Crystal to recreate the iconic scene from When Harry Met Sally – but with a Hellmann's twist.
Image and article © AdWeek, Colin Daniels
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