// 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.
Extra, extra!
Read all about it!Check out our latest INC news and views.
December 15, 2023
INCYMI: December
While our friends in the Northern Hemisphere are cosying up by the fireside, we’re swatting away mosquitoes and trying not to get sunburnt. Tis the season to…
March 15, 2021
INCYMI: March
As the Weirdest Year Ever™ is in our rearview mirrors, we're looking down the road by looking back at some of the weird and interesting things that have…
February 28, 2026
INCYMI: February
This month, consider us counter-programming to the Big Game (but like, not in the same way those weird country singers were) bringing you the ads that didn’t…
October 23, 2023
Press Release: Say G’Day to Tradie Beer in Latest Spots via The Incubator
Tradie is stepping into the next great Australian territory - beer!
May 2, 2025
INCYMI: April
After two short weeks filled with public holidays, too many hot cross buns, and total lack of awareness of time, we’re back into the regular swing of things.…
November 10, 2025
INCYMI: October
The veil between the living and the marketing department is thin this time of year. Halloween campaigns are haunting our feeds and brands are resurrecting old…
August 7, 2020
INCYMI: July
Here we are again, because time is a flat circle and a week is a month is a day. There’s been a lot of bending, twisting and pivoting going around, and I gotta…
April 21, 2023
INCYMI: APRIL
This month, we're all about embracing the weirdness. Kick back, grab some on-sale easter eggs and explore the campaigns that dared to be different.
March 10, 2022
Press Release: Tradie Bamboo No Chafe
Tradie pits undies against the elements with their new breathable bamboo no-chafe collection.
October 26, 2023
Press Release: The Incubator wins PropertyMate account in competitive pitch
Property Mate has appointed The Incubator as its creative services agency following a competitive pitch.
September 5, 2024
INCYMI: August
Dust off your neon windbreakers and crank up the boombox, because this month, we're taking a gnarly trip down memory lane. Here’s all the totally tubular…
October 21, 2022
INCYMI: OCTOBER
“It’s time. It’s time. Time for the big giveaway. Halloween has come. All you lucky kids with Silver Shamrock masks, gather ’round your TV set, put on your…
February 25, 2025
INCYMI: February
Beyond the romance and increasingly desperate attempts to stand out at the big game, some brands have been busy dropping campaigns that you might have missed…
May 29, 2023
Press Release: Brick Lane Brewing crushes it at global ‘Crushies’
Brick Lane Brewing crushes it at global…
August 30, 2022
INCYMI: AUGUST
Come with us if you want to live, as we're witnessing the beginnings of a technology takeover. Advertising is taking steps into sci-fi and trying out new…
September 3, 2021
INCYMI: September
Be kind and rewind, because there’s some history to catch up on from these past couple of months. We didn’t start the fire, we’re just here to witness it and…
March 7, 2023
Press Release: Tradie Bamboo – So much Nature
Tradie pits undies against the elements with their new breathable bamboo no-chafe collection.
March 4, 2024
Press Release: Tradie trades Cooee for Gingaaaah in Latest Spots
Tradie have now released their new Ginger variety with a play on the classic Aussie bush call “Coooeeeee”
July 11, 2022
INCYMI: JUNE
As the season of Pride sashays to a close, you can hear the collective rustling of companies all around the world stashing their rainbow flags and pretending…
March 4, 2024
INCYMI: February
While the halftime ads might steal the spotlight, who says you need a billion-dollar budget to make a splash?
August 13, 2020
Press Release: Tradie Body Wash
Tradie has joined forces with the Inspired Unemployed for the launch of their new Body Spray product range.
June 16, 2023
INCYMI: JUNE
You gotta fight for your right to party this month, as we explore the handful of campaigns that have successfully managed to slip through the rainbow coloured…
May 9, 2023
Press Release: Tradie Storm Boys Scrub Up Alright
Melbourne Storm boys scrub up alright in Tradie’s latest spots via The Incubator
May 21, 2021
Press Release: Tradie Body
Tradie storms our screens with new TV spots via The Incubator.
October 14, 2021
Press Release: Flora & Fauna
Everyday eco, surprisingly better! Flora & Fauna launches first brand campaign via The Incubator

















































