US Creative Works: featuring Energy BBDO, RTO&P, Phelps and more

Melatonin brand Natrol is trying to take over Daylight Saving Time, at least for the readers of The New York Times. Come this Sunday (March 11), when people set their clocks forward, every visitor to The New York Times website will be greeted by versions of a takeover ad for Natrol Melatonin.

It’s part of an overall attempt by Natrol and agency Phelps to own events throughout the year that disrupt people’s sleep cycles.

This latest film from Principal's 'We Can Help You Plan for That' aims to shed light on the realities of aging to show the importance of planning for the unexpected.

'Renovation', which will debut on television later this fall, tells the story of a son trying to find a retirement or assisted-living facility for his aging father. After reviewing his investments with Principal, the son leverages his finances to build a guesthouse for his father to be close to the family. The gesture resembles when his father asked him to finish building the tree house behind his childhood home.

The ads aim to emphasize the importance of financial planning to deal with the unpredictable moments of life.

Nokia and San Francisco-based agency TBD revealed an ad for the Steel HR hybrid smartwatch. It is part of Nokia's integrated campaign 'Know Yourself.'

The Steel HR is an activity tracker and heart rate monitor combined with smartwatch functionality, all while exhibiting the elegant look of a tradition timepiece. It can recognize more than 10 activities, including walking, running, swimming, and sleeping, and enables notifications from incoming text messages and phone calls. The campaign highlights the dynamic interaction between device and people, reinforcing Nokia’s main objective to help connect users to their health through personal and meaningful insights.
 
The campaign’s black and white 30-second spot depicts five diverse individuals performing a variety of everyday activities as the voiceover echoes a ticking clock, reminding us that when we open our eyes in the morning, splash water on our face or go for a run, the Steel HR can monitor our constant movements to provide ongoing, valuable awareness of our health. The watch’s various tracking features, such as heart rate, calories burned, and sleep cycles, are complemented by the feeling of being up close and personal with each action through each step of the day.