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This is an extract from The Drum’s A Week in Creative email briefing. You can subscribe to it here if you’d like it in your inbox once a week.

Welcome to ’A Week in Creative’, a handpicked selection of the most interesting campaigns to come out of The Drum’s Creative Works in the past week. If this list doesn’t quench your creative thirst, then please visit the ’A Week in Creative’ hub.

Jingle kettlebells 

Has a relatively unknown Dutch pharmaceutical company taken the 2020 Christmas ad crown? Well if Twitter is anything to go by, DocMorris’ moving Christmas spot has stolen people’s hearts, racking up over 8m views since it went live. 

Created by Jung von Matt/Saga, 'Take Care' follows an old man – presumed bereaved – who, for reasons unbeknown to the viewer or his neighbours, starts training with a heavy kettlebell that’s a dusty remnant from his more active glory days.

Refusing to let his older body hold him back, the viewer sees the old man endeavour to keep going with this new fitness regime. Is he training for an older gentleman Olympics? Or is this some kind of Covid-prevention technique? 

By the sweet revelation, the viewer is helplessly invested in the old man’s story. After arriving at his daughter’s house for Christmas, the old man gives his granddaughter a gift – a star to place at the top of the Christmas tree – before picking her up with the same technique he approached the kettlebell as he helps her put the star at the top of the tree. 

Burger King plays nice 

Burger King Instagram
 
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Burger King has once again shown its nice side, this time by offering up its Instagram account to local restaurants that might be struggling as the UK restaurant industry copes with Tier 3 restrictions. 

Open to small businesses across the UK, the offer will provide eateries with free social media advertising until they can reopen, providing a much-needed source of traffic at a time when many parts of the country are still in the grips of lockdown.

Explaining its act of generosity, Burger King posted a tweet to its patrons saying ’They need you more than ever!’, before exhorting everyone not to forget their local restaurant the next time hunger pangs.

The lockdown baby collection 

When the world went into lockdown back in March, cooped up love bunnies had a lot more time on their hands to get to know each other better. The result? An incoming fleet of lockdown babies, à la ’Baby Boomers’. 

To commemorate the quarantine bundles of joy, Heinz has dropped a clothing range for babies conceived during lockdown. Devised by No Fixed Address, ’The Lockdown Lovebaby Collection’ includes onesies and bibs branded with quarantine quips, such as ’my parents put more than just sourdough buns in the oven,’ ’while you were hoarding TP my parents were making me’ and ’I was my parents’ quarantine craft project’.

Donate while you Zoom

Harnessing video conference backdrops, Refuge has launched a donation drive to help raise funds for women and children who are suffering from domestic abuse. 

With tens of millions of video calls happening every day, the premise of the campaign is to turn video backgrounds in donation spaces. The ’Background of Support’ can be downloaded by anyone and through an in-built QR code, donations can be sent during the morning meeting, pitch or even after-work drinks. 

This is just the tip of the iceberg, so if this dose of creativity leaves you thirsty for more, please drop in at The Drum’s Creative Works – the home of creative from all around the globe. You can also subscribe to The Drum’s creative newsletter or browse our round-up here.?