In this week’s Top 5, we have campaigns about Down syndrome and Alzheimer’s, plus fitness trackers for chickens and a sublime outing from Apple.

5. CoorDown: Ridiculous Excuses Not to Be Inclusive
Agency: Small New York

Down syndrome charity CoorDown is renowned for its excellent creative efforts. For World Down Syndrome Day this year (March 21), it leaned into comedy—with sitcom-style scenarios showing “ridiculous excuses not to be inclusive.”

4. Amazon Prime: Tache
Agency: Wieden+Kennedy London

An underwhelming Oscars telecast did have a few bright spots. No, not Cocaine Bear—this Amazon Prime commercial from W+K London, in which a young woman discovers at-first-unwanted facial hair, but then decides to embrace it.

Read more: Cocaine Bear's unlikely rise to fame

Also see: Oscars audience up 12%

3. Alzheimer's Society: The Ultimate Vow
Agency: New Commercial Arts

Alzheimer’s advocates face the difficult challenge of storytelling around a topic that’s heartbreaking. But that also gives the spots their power—like this expertly rendered tale featuring a strong concept, excellent direction and touching performances from the lead actors.

2. Honest Egg Co.: FitChix
Agency: VMLY&R

Fitbits on chickens? It sounds absurd (and in many ways, it is). Yet it’s an undeniably head-turning idea, which VMLY&R brought to life in Australia with “FitChix”—fitness trackers attached to Honest Egg Co.’s fowl to prove that they’re free-range. (Zeal Creamery did something similar with cows in 2021.) Honest Egg even printed the chickens’ step counts on the eggs themselves.

1. Apple AirPods Pro: Quiet the Noise
Agency: TBWA\Media Arts Lab

You can always count on Apple for some good old-fashioned high-concept, big-budget spots—and here’s their latest. “Quiet the Noise,” from TBWA\Media Arts Lab and directors Megaforce, memorably illustrates how AirPods Pro, with their noise-canceling technology, can turn a noisy city into an utterly serene dreamscape for the user. Just try to avoid the falling cars when you turn them off.