October Campaigns of the Month

From designer trenches to muddy trails, this month’s campaigns show how brands are blending culture, storytelling and star power to stay relevant. Some play with nostalgia, others chase new audiences — all five show how identity, when handled well, remains the strongest differentiator of all.

McDonald’s takes global flavour seriously — so seriously, in fact, that it’s being “stolen.” In World Menu Heist, a slick spy film parody, international menu items go missing, sending Hamburglars across the world to recover them. It’s playful, cinematic and packed with McDonald’s humour, showing how the brand can use storytelling to create buzz around its global offerings without taking itself too seriously.

Burberry’s latest film is a love letter to London. From windswept streets to misty skylines, every frame captures the elegance and heritage that have defined the brand for over a century. The tone is unmistakably British — refined, cinematic and anchored in tradition — reminding the world that no one does outerwear, or understated confidence, quite like Burberry.

On the other end of the fashion spectrum, The North Face ditches polish for playfulness with Touch Grass, a Gen Z-coded call to reconnect with nature. Meme-inspired visuals, lo-fi aesthetics and social-first energy make it feel at home on TikTok, not TV. While Burberry stays rooted in legacy, The North Face thrives on irony and attitude — proof that two heritage-rich brands can speak very different generational languages and still stay authentic.

Johnnie Walker brings in pop sensation Sabrina Carpenter to front its next chapter of Keep Walking, blending heritage and modernity through music, nightlife and self-expression. The film captures the energy of a new audience discovering an old brand, using Carpenter’s rising-star status to bridge the gap between classic sophistication and youthful confidence. It’s the kind of cultural collaboration that feels fresh without forcing it.

Asics’ latest ad, inspired by The White Lotus, mirrors the show’s sun-drenched and surreal atmosphere, with actress Natasha Rothwell unofficially reprising her role as Belinda Lindsey, the innocent, aspiring masseuse from season 1.  This ad however, feels like it may have arrived just a little late to the party. With the cultural conversation around the series fading, the timing feels slightly off, even if the craftsmanship and tone are spot-on.

October’s selection proves there’s no single route to great creative — whether it’s Burberry’s timeless sophistication or The North Face’s irreverent self-awareness, each campaign knows its audience and leans into it unapologetically. Big budgets aside, the thread that ties them all together is confidence: the courage to either stay true to your roots or rewrite your rulebook entirely. If you’re looking for an agency to deliver work that wows, drop us a line.