Welcome to February! Another month of tda’s favourite campaign picks from the marketing industry! This month we are looking at Dove, Burberry and ON.
1. Dove’s MOIST Campaign
Dove has long been known for its heartfelt and empowering messaging, but with its latest campaign, the brand takes a bold and unexpected turn—straight into comedy. Debuting its first-ever comedic ad during SNL50: The Anniversary Special, Dove playfully leans into one of the most divisive words in the English language: “moist.” The 30-second spot humorously reframes the word, tying it to the undeniable benefits of its most moisturising body wash yet.
By partnering with Ryan Reynolds’ Maximum Effort agency and leveraging SNL’s massive audience, Dove ensures maximum impact while showing that its brand can be just as engaging through humor as it is through purpose-driven storytelling. The campaign successfully grabs attention, challenges consumer perceptions, and reinforces the product’s key benefit—all while making people laugh.
This campaign is a reminder that even heritage brands can evolve and surprise their audiences. While Dove has built its reputation on authenticity and self-care, this fresh, lighthearted approach proves that playfulness can be just as powerful in connecting with consumers. And, let’s be honest — whether or not you love the word “moist,” you’ll remember this ad.
2. Burberry Weather
Burberry’s It’s Always Burberry Weather: London in Love is a masterclass in blending fashion, film, and nostalgia. Drawing inspiration from iconic late ’90s and early 2000s British rom-coms like Love Actually and The Holiday, the campaign is a cinematic love letter to London’s unpredictable weather and timeless romance. Timed just before Valentine’s Day, it featured seven short films and a series of stills that capture fleeting moments of love against the city’s rain-kissed backdrop.
This campaign feels like a return to Burberry’s roots. The brand has long been associated with British elegance, and by weaving its signature trench coats, scarves, and outerwear essentials into the narrative, Burberry reinforces its position as the ultimate all-weather luxury label. The casting of A-list talent, including Kate Winslet, Jodie Turner-Smith, and Nicholas Hoult, adds an extra layer of storytelling depth, making these moments feel aspirational yet deeply familiar.
We love this ability to tap into nostalgia while remaining fresh and relevant. The playful inclusion of a Burberry knight—bringing the brand’s emblem to life—adds a touch of whimsy, proving that luxury can be both stylish and fun.
3. Soft Wins with Elmo and ON
In a world where fitness is often associated with pushing limits and personal bests, Swiss sportswear brand On takes a refreshingly different approach with its latest campaign, SOFT WINS. Featuring the beloved Sesame Street character Elmo, the campaign encourages runners to embrace a more relaxed, joyful approach to exercise—one that prioritises fun, fresh air, and even a friendly game of tag over competition and intensity.
By tapping into nostalgia with Elmo, On creates an emotional connection with its audience, reminding them of the carefree joy of childhood. The message also aligns with a broader cultural shift toward mindfulness and self-compassion, making it especially relevant in today’s high-pressure world. More than just an ad, SOFT WINS challenges the status quo of fitness marketing, proving that movement doesn’t have to be extreme to be effective.
On’s success here lies in its deep understanding of its audience. Rather than selling performance-driven ambition, the brand sells balance, well-being, and a softer way to move.
