The top 5 celebrity brand collabs you need to know about right now

This month: Sesame Street gets the vaccine, Minions star in “The Office,” Rainn Wilson shows his guinea pig and more. Subscribe to Ad Age Sign up now for the latest industry news and analysis Click here No. 5: Elmo x CDC Late last month, the CDC announced its endorsement for children six months to five years of age to receive the COVID vaccine. Less than a week later, one of America’s most beloved toddler celebrities showed off his band-aid. Elmo and his father starred in a PSA from the CDC, American Academy of Pediatrics, Ad Council and COVID Collaborative’s COVID-19 Vaccine Education Initiative to let kids around the country know the jab isn’t so bad—and parents know where to get accurate information on their children’s health. “Many parents understandably have questions about the COVID-19 vaccines for young children, and we want to encourage them to ask questions and seek out information,” said Dr. Jeanette Betancourt, senior VP of US social impact at Sesame Workshop. “With help from Elmo and his dad Louie, we want to model real conversations, encourage parents’ questions, and help children know what to expect.” No. 4: Lil Nas X x Vitamin Water Lil Nas X, who joined Sesame Street on Ad Age’s list of 2021’s top brand ambassadors, added Vitamin Water to his roster of partners. The pop rapper appears in a series of 15-second spots that show his internal battle between versions of himself. In the latest, “Doing Too Much,” Lil Nas X hits the dance floor at the club but is rejected when he extends an invite to another Lil Nas X, labeled “Over It.” The spots, via Wieden+Kennedy, appeal to the self-care TikTok generation by showing the product can support any version of you, a different approach from similar concepts such as Snickers’ “You’re Not You When You’re Hungry” campaign. Vitamin Water’s Lil Nas X spots will continue to roll out through the fall. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here No. 3: Minions x “The Office” The Minions have overthrown pop culture in recent weeks thanks to the record-breaking release of “Minions: The Rise of Gru,” which grossed $125 million over the Fourth of July weekend. One of its more ingenious marketing stunts included a crossover with another iconic NBCUniversal property: “The Office” To promote both the movie and “extended superfan” episodes of “The Office” on Peacock, a 30-second video shows the goofy yellow creatures reenacting popular moments from the sitcom. Set to the show’s theme song, the mischief-causers are seen spray painting a banana on the Scranton, Pennsylvania sign, photocopying their buttcheeks, spilling a massive pot of chili on the office carpet and donning the plastic skin of a CPR dummy. The spot as of writing has nearly 2 million views on on Illumination Entertainment’s YouTube channel. Keep reading for another reference to “The Office” below. No. 2: Emma Raducanu x Nike Leading up to the Wimbledon tennis championship, Nike teamed with 2021 U.S. Open champion Emma Raducanu for an intimate, documentary-style glimpse into the 19-year-old’s life. The athlete details her childhood in southeast London as well as the safe space she found in her grandmother’s home in China. She describes both the joys and mental health tolls she’s experienced from her success and even shows off her lesser-known passion—motocross. Raducanu’s statements about how “I’ve learned that perfection isn’t a destination,” and how spending time off the tennis court can provide moments away from the spotlight take on new meaning post-Wimbledon, when the competitor expressed frustration living up to fans’ expectations. No. 1: Rainn Wilson x Kaytee Known for his portrayal of Dwight Schrute in “The Office,” Rainn Wilson took the lead in a different comedy this month. An ad for small animal pet food brand Kaytee followed Wilson’s journey to win gold at the Westminster Kennel Club Dog Show with his guinea pig, Kenneth. The only hitch is that despite consulting with vets, groomers, trainers and even the competition’s head, Kenneth is unable to compete because he simply isn’t a dog. The touching finale finds Wilson heading the first “Small in Show” competition, which shows owners of guinea pigs, chinchillas, hamsters and birds attempting to get their furry friends to display some form of talent. On social media, the faux show was given adorable life through a hashtag sweepstakes with delightful results. View this post on Instagram A post shared by Kaytee (@kaytee) Sign up for Ad Age newsletters From influencer marketing to agencies, get the latest news and analysis delivered to your inbox Click here

The top 5 celebrity brand collabs you need to know about right now

Featured Stories