Smile Master Class - Celebrate Joy with Colgate | Clapboard Ad Archive

Christmas Advert 2023 - Lovehoney | Clapboard Ad Archive — archive collection thumbnail

Christmas Advert 2023 - Lovehoney | Clapboard Ad Archive

Lovehoney’s Christmas Advert 2023 marks a strategic first for the UK-based personal accessories brand, placing authentic customer reviews at the heart of its inaugural seasonal campaign to reframe how the category communicates trust and relatability during the most competitive retail moment of the year. Forgoing the audacious claims, choreographed glamour, and tongue-in-cheek provocation that persist across legacy rivals like Ann Summers and Adam & Eve, the brand—operating squarely in the personal care market—elects to foreground the unvarnished voices of real buyers, adapting what Clapboard’s taxonomy classifies as FORMAT#7—Presenter Testimonial. Each endorsement, lifted directly from Lovehoney’s own website, acts as primary creative, collectively building a case for peer-validated quality with a simplicity and humility uncommon among adult product retail campaigns. There is no fictional storytelling, contrived journey, or celebrity distraction; the film’s narrative logic is unambiguously anchored in a single proposition: customer satisfaction is the only credential that matters when trust, discretion, and Christmas gift-giving urgency collide. The campaign amplifies this dynamic through a direct call-to-action supplemented by a destination landing page, sparking consideration and conversion loops precisely when UK consumers enter their peak gift-search phase. Unlike the category’s educators, innovators, or eco-niche players, Lovehoney sidesteps didactic or cause-based messaging in favor of a straightforward consumer truth: the crowd’s verdict is more persuasive than a brand’s own declarations. The campaign earns 61/100 in Clapboard's global creative archive. The industry takeaway resides in how Lovehoney’s use of authentic testimonials as its festive campaign device signals a pivot toward radical transparency and user-driven brand storytelling in a space too long reliant on stylized fantasy or unsubstantiated boldness.

Daydreamers - Tens | Clapboard Ad Archive — archive collection thumbnail

Daydreamers - Tens | Clapboard Ad Archive

Daydreamers sees Tens and LUNA NEGRA bring fresh energy to the personal accessories category, delivering a visually arresting SS17 film campaign that explicitly confronts the difference between digital detachment and human warmth using a split shooting approach — half digital and half classic 16mm film — to powerful effect. Set against Tulum’s vivid landscapes, the film doesn’t just showcase the sunglasses as an accessory but deploys bold, metaphorical cinematography to symbolize the emotional transformation promised by the brand: a world rendered cold and desaturated without Tens, shifting to a sun-drenched sensory experience when viewed through their lenses. Rather than relying on testimonials or standard lifestyle tropes, the campaign leans into what Clapboard’s taxonomy would classify as FORMAT#9—Symbolize the Benefit, using exaggerated visual contrasts as a direct analog for the brand’s central benefit: seeing everyday life in richer color and higher fidelity, both figuratively and literally. Through carefully calibrated narration, the film positions Tens as an antidote to the digital malaise of performative living, encouraging a mindset shift toward genuine, offline moments and a more optimistic embrace of the present. By launching the collection exclusively on Kickstarter, Tens further positions itself in direct dialogue with an audience that craves both access and authenticity, bypassing traditional retail for genuine engagement and early adopter validation. With the campaign’s focus on experiential storytelling over explicit product demonstration, Daydreamers clears space for nuanced emotional resonance, cementing Tens as a participant in — not just a spectator of — modern cultural conversations around digital fatigue and the quest for connection. The campaign earns 71/100 in Clapboard's global creative archive. In a market saturated with surface-level lifestyle branding, Daydreamers signals the renewed power of metaphor and tangible craft in expressing a personal accessories brand’s promise.

These Are the Times - Axe | Clapboard Ad Archive — archive collection thumbnail

These Are the Times - Axe | Clapboard Ad Archive

Axe’s 2019 campaign These Are the Times, developed by 72andSunny in the Netherlands, exemplifies the modern collision between personal care marketing and global music culture by leveraging the formidable celebrity equity of Martin Garrix at the heart of an integrated brand platform. Sitting squarely in what Clapboard’s taxonomy defines as FORMAT#8—Ongoing Characters or Celebrities, the campaign deploys Garrix not merely as an ambassador but as the pulse around which Axe’s aspirational identity orbits, tapping into his international credibility and fanbase to infuse the Axe Music initiative with a palpable sense of authenticity and current energy. Anchored by the official music video for Garrix’s single These Are the Times featuring JRM, the work blurs boundaries between health, music, and youth culture, positioning Axe as a lifestyle conduit that goes beyond grooming to offer emotional proximity and shared experience through music that is both communal and intimate. The partnership with Sony Music amplifies this reach, ensuring that the campaign is more than a media buy or spokesperson deal; it is a curated intersection of content, artist, and brand values carefully engineered to make Axe relevant in a crowded marketplace where cultural credibility cannot be faked. The campaign’s creative decision to abstain from conventional problem/solution dramatization or overt product demo and to instead immerse viewers in a world of euphoric connection—broadcast via Garrix’s persona and the universal language of music—signals a clear insight into the priorities of a Gen Z and young millennial audience that values meaningful association over transactional messaging. In a stroke of strategic clarity, Axe and 72andSunny encourage audience participation far beyond passive viewing, layering digital calls to action, cross-platform social engagement, and exclusive content, thereby reinforcing the campaign’s message of music as a bridge that moves people closer—socially, emotionally, and even romantically. The result is a campaign asset that has drawn over 17 million views, demonstrating the effectiveness of celebrity-driven cross-industry partnerships in capturing and sustaining the attention of a hyper-saturated audience. Clapboard rates this 79/100. This campaign matters because it illustrates the increasing value of authentic celebrity integration and music-led storytelling as the connective tissue for lifestyle brands aiming to tap into the deeper currents of aspirational youth culture.

Sexy Manuals - RFSU | Clapboard Ad Archive — archive collection thumbnail

Sexy Manuals - RFSU | Clapboard Ad Archive

Sexy Manuals from Nordic contraception brand RFSU, in partnership with Valtech Radon and audio erotica platform OhCleo, directly confronts consumer fatigue in the personal care category with a solution as inventive as it is intimate: immersive, audio-based user guides that transform utilitarian sex toy instructions into a sensual experience. Launched in Sweden in Year 2022, the campaign’s core idea acknowledges research that most people already own sex toys, but admits a franker truth — they rarely use them, out of boredom or uncertainty. Rather than defaulting to product claims or sensualized lifestyle imagery, RFSU repositions itself as a facilitator of renewed curiosity, launching a series of six NSFW audio manuals designed to coax both the apprehensive and the adventurous deeper into embodied discovery. By leveraging OhCleo’s expertise in audio erotica, RFSU reframes education as seduction, inviting users to explore not just how their toys work, but how they could feel — prioritizing pleasure, guidance, and adaptability over prescriptive or awkward written instructions. This integrated campaign sidesteps the commoditized tropes of the personal accessories sector, distinguishing RFSU from market competitors such as LELO, Womanizer, and Satisfyer by championing multisensory engagement over either exclusive luxury, technological novelty, or mass-market accessibility. The choice of format fits squarely within Clapboard’s FORMAT#1 — Demonstration, offering real-time, guided explorations that dismantle barriers to satisfaction by literally voicing possibilities and emphasizing practical, sensorial benefits. This strategic creative approach arms RFSU with an empathetic, forward-looking identity, extending the brand promise beyond product function into the terrain of empathetic intimacy and empowerment — an offering that lands especially well in a market increasingly defined by authenticity, education, and the appetite for nuanced pleasure content. The campaign earns 63/100 in Clapboard’s global creative archive. At a moment when so many personal accessory brands are trapped between technocratic jargon and lifestyle posturing, Sexy Manuals matters because it reminds the industry that true innovation means not just what is sold, but how it is experienced and felt.