Hint Water “MMMMM Water”
Hint launched "Mmmmm Water," from creative shop Mythology that parodies perfume ads. Basically, a couple on a Mediterranean island loves water, and just wants another water. More.
The Real Story: Hint made an ad for water that is trying to be campy. The spot itself is a bit boring, but the rollout on social was quite clever. Teasing the new flavor with bottles that look like blurred nudes, showing a convo about charges on the company card on OnlyFans. It’s fun, and it does all fit together.
I do (however) think the first water brand to actually get their flowers on r/hydrohomies is gonna be the real winner here.
Sesame Street x Fox Sports x FIFA
FIFA, Fox Sports, and Sesame Workshop are all partnering on a project for the 2026 World Cup. The Sesame Street characters will appear on Fox’s soccer coverage in May, June, and July. The Count will count teams, games, and fans. Oscar will host a segment called “Trash Talk.” Grover is hosting something called “Broadcast Bootcamp.” All of the creative is coming through the Jim Henson Company’s creative studio. More.
The Real Story: Had a genuine chuckle at the idea that Oscar the Grouch will be doing sports commentary. He lives in a trash can and hates everything. At least Fox Sports knows how we see their pundits. They didn’t have to cast a new character, they found him in the trash already doing the commentary job for free.
Andrex “Push Like You’re Pooing”
Andrex launched their campaign “Push Like You’re Pooing,” the third installment of its “Get Comfortable” brand platform. This time around, the focus is on tackling the fear of pooping during labor. Research showed 75% of women are afraid they will poop during childbirth, even though it’s a sign the right muscles are working. The spot features real pregnant ladies, and was created by FCB London (it’s their last campaign with the brand before the account moves to McCann). More.
The Real Story: A toilet paper brand made one of the most useful pieces of maternal health communication this year. I think that’s worth a slow clap that builds to a taseful round of applause.
OpenTable x Mother’s Day
Open Table and their agency 2045 installed a giant receipt in Melbourne called “The BillBoard.” It tallies the unpaid labor of motherhood with line items like: being carried for nine months, checking under the bed for monsters, and being loved infinitely. At the end: You’ll never settle the bill, but you can pick up the next one this Mother’s Day. More.
The Real Story: A restaurant reservation app was making everybody cry in a mall last Sunday. I guess making people feel a bit guilty will get them to act (but maybe only if it’s about their mom?)
If you’re new here, I write a monthly serialized novel called Everything is Advertising, about a burned-out Creative Director and his cynical team that accidentally create QAnon through a viral marketing campaign. If you like that kind of thing, you can start at Part One and catch up from there.
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