With COVID-19 upending our world, utility products that address core needs, like sustenance and safety, have become more important than ever. Food brands landed on September’s leaderboard, from Woolworth's how-to ad for making potato salad at home, to cheeky offerings from Foodpanda Hong Kong, and Kellogg Korea. Thai Life Insurance on the other hand, delivered warm fuzzy feelings by inviting us to reflect on what truly matters. All these ads go to show that even in the times we are living in, empathy, timeliness and accountability will always be at the centre of great advertising.