“Night Creatures,” the third in a trilogy of spots from Burberry and Riff Raff directors Megaforce, feels almost like a Spielberg production.

A group of Londoners riding on a bus, discussing a film they just saw, suddenly encounter an enormous alien creature with what look like steel tentacles. There’s a “Close Encounters of the Third Kind” vibe as the humans begin to dance with their larger-than-life visitor. And before long, humans and alien reach an easy understanding—and trundle off together down the River Thames.

“When the unknown appears, adventure calls,” Burberry said when the spot broke. “Finding opportunity in the unfamiliar has been synonymous with the Burberry story from the very beginning, with our founder Thomas Burberry enabling the boldest adventurers of his time to journey beyond. From yesterday’s explorers to today’s pioneers, Burberry outerwear outfits those who find joy in dancing with the unknown.”

“‘Night Creatures,’ for me, is just something different, something fresh,” said one Creativity Awards juror. “After I saw it, I went and watched ‘War of the Worlds’ by Spielberg. It’s kind of that aesthetic. ... It’s such a great spot.”

See all the 2023 Ad Age Creativity Awards winners.