UltraSuperNew’s creative team discuss why authenticity, tone, and star chemistry helped Canva’s message of effortless design shine at Spikes Asia.
True
ultrasupernew
How a little cultural wit helped Canva land in Japan
spikes
ultrasupernew
2025 Cannes Contenders: UltraSuperNew creatives place their bets
2025 cannes contenders
cannes
cannes lions
cannes2025
canneslions2025
ultrasupernew
UltraSuperNew's creative chiefs in Tokyo pick the APAC campaigns that stand a good chance of winning a Lion.
Yousician's new campaign hits a familiar chord: Good intentions, terrible song choices
ad nut
ultrasupernew
yousician
Created by UltraSuperNew Tokyo, the spot transforms a sweet father-of-the-bride tribute into a full-blown metal meltdown—and a perfectly awkward lesson in why timing is everything.
How Japanese car brands can race past US tariff adversity
japan
marc wesseling
tariffs
ultrasupernew
UltraSuperNew’s Marc Wesseling recommends automotive car brands to focus instead on Asian markets and continue to craft compelling narratives with local cultural insights.
Not a masterpiece but Skyn's V-Day ad ditches kawaii clichés
marketing
sexual wellness
skyn
ultrasupernew
EXCLUSIVE: Skyn lands precious konbini shelf space in Japan’s cutthroat convenience store market. The brand announces that with a cheeky spot and an empowered protagonist.
2024 Cannes Contenders: UltraSuperNew's promising picks
cannes
cannes lions
ultrasupernew
As the race for Cannes heats up, UltraSuperNew's group creative director predicts which campaigns will come out on top.
Love, limitations and an AI experiment: Skyn's Valentine's Day campaign
skyn
ultrasupernew
Premium condom brand Skyn creates a safe framework for two AI platforms to go on a live digital date. Awkward yet poignant, the love story pulls heartstrings.
Skyn desires to touch souls, not just bodies this Christmas
sexual wellness
skyn
ultrasupernew
For a generation losing interest in sex, Skyn creates whispers of intimacy and hushed desires for a deeper connection in its latest Christmas offering. Here’s an exclusive peek.
Flaccid but playful, condom brand Skyn rolls out latest pleasure chase
sexual wellness
skyn
ultrasupernew
'No Skyn, no loving'? No excitement, no kidding, says Ad Nut.
2023 Cannes Contenders: UltraSuperNew picks top APAC campaigns
cannes lions
ultrasupernew
The group creative director at UltraSuperNew picks standout campaigns that have a chance of scoring at Cannes this year.
Condom brand Skyn undresses intimacy in Japan for all to see
skyn
ultrasupernew
The sweet campaign by UltraSuperNew ahead of Valentine's Day shows intimacy in a new light when couples' private moments are shared publicly.
AOY Insights: UltraSuperNew crowned ‘Independent Agency of the Year’ in Japan and Korea for second consecutive year
agency of the year
aoy
ultrasupernew
Tokyo’s UltraSuperNew earns another gold award with its focus on Gen Z, commitment to causes and shattering taboos.
Creative Minds: Why Yousuke Ozawa looks up to Spike Jonze and Michel Gondry
creative minds
japan
ultrasupernew
It was the love of ‘90s music videos that led the creative director at UltraSuperNew Tokyo to a career in advertising.
What would you tell your partner if you met them again for the first time?
japan
sexual wellness
skyn
ultrasupernew
In an odd but intriguing experiment for Japanese condom brand Skyn, a married couple goes under the spell of hypnosis to ‘meet for the first time’.
The celebrity creative vs the everyday creative
creative agencies
ultrasupernew
How indie and network agencies cater to both, according to UltraSuperNew’s general manager.
Cannes Contenders: UltraSuperNew picks top five APAC campaigns
cannes contenders
cannes lions
ultrasupernew
Sarah Emmanuel-Cheong picks APAC campaigns that have a chance of scoring a Cannes Lions this year.
Independents, unlimited: Agency leaders see only upsides
agencies
independents
indie
tsla
ultrasupernew
wieden kennedy
The heads of thriving independent agencies around APAC explain why it's a fine time to be in charge of their own destiny, and why they wouldn't have it any other way.
Condom brand goes for the soft sell
sexual wellness
skyn
ultrasupernew
A new spot for Skyn condoms by UltraSuperNew Tokyo shows a couple engaging in a unique style of foreplay that involves marshmallows and other squishy items.
Greenpeace shows the downsides of a carbon-free future
greenpeace
ultrasupernew
A pan-Asia campaign by UltraSuperNew Tokyo introduces us to the few people whose lives would be worse in a world that moves beyond fossil fuels.
Creative Minds: Kelly Ann Nguyen's many sources of inspiration
creative minds
ultrasupernew
We get to know the art director and social team lead at UltraSuperNew Tokyo through her answers to 11 questions. Learn how fashion led her to adland, why she sang to children for money, who her creative influences are, and who did her tattoos.
The truck that charges faster than your toothbrush
ultrasupernew
UltraSuperNew Tokyo leans on gaming nostalgia for a social campaign demonstrating the charging capabilities of a 7.5-ton truck from Mitsubishi Fuso.
Watch blindfolded lovers identify their mates by touch
japan
skyn
ultrasupernew
A new Japan campaign for Skyn Condoms by UltraSuperNew Tokyo isn't as titillating as it could be, but makes its point in a market-appropriate way.
Women to Watch 2020: Sarah Emmanuel-Cheong, UltraSuperNew
advertising
apac
asia
asia pacific
marketing
ultrasupernew
women to watch
The former events management executive has rapidly evolved into an agency leader of note, devising a series of digital innovations enroute.
Get your cat face on
puma
singapore
ultrasupernew
THE WORK: 'Pumans of Singapore' for Puma by UltraSuperNew.
Osaka hot spring resort goes large with Olympian 'goddess' Nobunari Oda
japan
ultrasupernew
Solaniwa Onsen enlists the figure skater Nobunari Oda for a colourful launch campaign.
Two ways to show your brand 'gets' Singapore
DDB
mcdonalds
singapore
ultrasupernew
Fresh campaigns from McDonald's and Apple Fox Cider provide a study in contrasts.
Tag Heuer offers J.League tickets via Instagram free kick competition
instagram
Publicis
ultrasupernew
A fun, straightforward promotion by the sponsor makes good use of Instagram Stories.
Why brands need to rethink their approach to ‘seniors’
Dentsu
shiseido
ultrasupernew
Marketers are obsessed with senior consumers but still haven’t worked out how to address them in a meaningful, non-patronising way.
Cannes Lions: contenders from Japan
japan
ultrasupernew
We asked four leading creative directors in Tokyo each to pick the pieces of work they feel deserve to represent Japan at Cannes this year.
Photos: UltraSuperNew’s Singapore launch party
japan
singapore
ultrasupernew
UltraSuperNew opened for business in Singapore’s Arab Street district on 21 September.
Should brands persist in ‘Englishing’ Japanese audiences?
japan
ultrasupernew
English copy is everywhere in Japanese advertising, much of it bemusing to English-speakers both foreign and Japanese. We ask what purpose it serves—and whether it actually needs to make sense.