// INCYMI
August 2025
This month in ad-land, honesty is the best policy. Whether it’s brands leaning into brutal reviews or ads proving we’ll always stop scrolling for a cute animal, the truth always finds a way into advertising. Here’s your catch-up on the creative highlights you might’ve missed.
- Malört
- IKEA
- Dramamine
- Dusk
- Uber Eats
- Petbarn
- Helsinki
- Wrigley
- South Australia
- Kit Kat
What’s the worst drink you’ve ever purchased? Malört, an American liqueur, has leant into their drink’s polarising taste by asking drinkers for brutally honest descriptions of the spirit. Resulting lines range from “Fermented Back Sweat,” “A Nail Polish Enema” and “Curdled Shame.” Head to their website to vote for your favourite – “Liquified Existential Dread” got our ballot.

IKEA is getting its mattress reviews straight from the source, sleepers. The furniture company had a group of sleep-talkers stay in a showroom over two nights, recording their subconscious appraisals.

For Dramamine’s 75th birthday, the brand has created a documentary dedicated to a product that the anti-nausea company has helped make obsolete – the barf bag. “The Last Barf Bag” interviews doctors, flight attendants, historians and collectors about the air travel staples.

The holiday creep is getting more and more severe, Easter bunnies are out on boxing day, Christmas gets advertised basically whenever, and Halloween ads are now in August. Dusk has started advertising their Halloween collection (already!) with a spooky love story.

Designed to play before the latest I Know What You Did Last Summer, Sarah Michelle Gellar teamed up with The Fisherman to hash out that whole ‘you murdered me’ beef and advertise Uber Eats. The new movie is a fun time, by the way. Note: that review does not say good, it says fun.

Rent getting tough? Groceries too expense? Get your dog to start contributing and become a gig worker! Petbarn and Uber Eats have teamed up to launch the world’s first dog delivery driver. A trained dog, called Bodhi, was given a customised car that allowed him to deliver products to confused humans.

Finland’s capital, Helsinki, has created the first-ever sightseeing tour for dogs. To welcome those visiting for the World Dog Show, the “Doggy Route to Happiness” offered four-legged tourists and their owners a map to dog cafes, dog-islands and, inexplicably, a DJ set.

Chewing a piece of gum for five minutes provides a viable sample for testing whether you could be a stem cell or marrow donor. To boost donor numbers, Wrigley has released Hero Gum, a chewing gum that doubles as a DNA-collection method.

South Australia has officially banned junk food advertising on public transport, in an attempt to curb kids’ exposure to unhealthy food and drinks. Although the real cause of unhealthy food ending up in cupboards is grocery shopping on an empty stomach, that’s harder to ban.

Research found more than 80% of Australians don’t want to be disturbed on their morning commute. To protect that peace, Kit Kat has released a limited-edition range of “Commuter Camo hoodies” designed with patterns that match public transport seats and let you blend in with the décor.
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