Pepsi Pakistan – New Stronger Pepsi x KAMAAAL Taste

Agency: N/A
Humour, if done well, can be extremely effective for brand recall. Although the TVC is a tad long, it is engaging for the most part. Naseem Shah does a great job of goofing up his lines – he’s almost a natural actor. He wears a cricket uniform similar to the one Imran Khan wore decades ago for another Pepsi commercial, adding a touch of nostalgia to the equation.

Bank Islami – Saving Humanity From Riba

Agency: Fishbowl
Beginning with Mr Jinnah’s historic August 11, 1947 speech advocating the rights of minorities in the newly formed Pakistan, this campaign encourages inclusivity and features a Christian, a Hindu, a Muslim and a Sikh and attempts to convince consumers to switch to riba (interest) free banking. Noteworthy is the fact that an Islamic bank is showcasing people who follow other belief systems in their communications.

Kenwood eEco Ultra AC – Very Smart

Agency: Arey Wah
Kenwood’s advertising is known for its use of humour and this one is no different. Featuring celebrities such as Tabish Hashmi and Kubra Khan, the TVC hones in on how men are often unable to take a hint – and in this case, gaining their wives’ ire. The wives’ response is to use the Kenwood AC voice command to lower the temperature to cool down after being irritated by their husbands.

Loewe – Decades of Confusion

Agency: In-house
In Loewe’s latest communication, Aubrey Plaza, Hollywood’s favourite chameleon, appears as four different women (sporting immaculate wigs) over four decades and attempts to spell the word ‘Loewe’ with Dan Levy acting as the unimpressed judge. In each rendition, Plaza hilariously misspells the word, prompting Levy to immediately resort to the buzzer. The video serves as a cheeky pronunciation guide while also doubling as a lookbook of archive Loewe pieces.

PSI Pakistan – Dadi Knows Best

Agency: Bond Advertising
In a world where newlyweds dread the inevitable khushkhabri questions posed by prying relatives, Shameem Hilaly’s dadi is a breath of fresh air. For her, a khushkhabri is not limited to the news of a potential grandchild but includes her son receiving a promotion at work. While being wise and lovable, dadi is also a stalwart advocate of family planning and contraception, setting a progressive example for other matriarchs to follow.

Easypaisa – Audio Nikahnama

Agency: Impact BBDO
The concept behind the ‘Audio Nikahnama’ campaign is disruptive because it makes women’s financial rights accessible (wild stuff). However, the ad feels like a strategic compromise, designed to gingerly placate the heightened sensitivities of the Pakistani man. You can’t just shove women’s rights down their throats without making it palatable, hence the use of male vocals and paternal characters throughout the TVC. The execution was smart but it highlights the frustrating reality of advocating for progress in Pakistan.

Kashmir Cooking Oil – The Colours of Kashmir

Agency: Publicis RED Communication Arts
Kashmir Cooking Oil’s ad ditches tired gender roles and injects energy into food advertising with augmented reality-style transitions that keep you glued. Each flip showcases a product variant, while solid colours and dynamic pacing turn a kitchen staple into visual art. With 16 million views and counting, it’s proof that bold design can do what clichés never could – hold our attention.

Lynx – Robbery

Agency: LOLA MullenLowe
Lynx’s ad subverts the cliché of the irresistible spray, swapping the suave heartthrob for a man whose unassuming allure the robber just cannot resist. The dark humour lands with precision, balancing absurdity and wit. Let’s be honest with ourselves though; to what extent were the punchlines contingent on the faux Indian accent delivering them? It’s funny – and uncomfortable – that we found it as amusing as we did.