The top 5 creative campaigns you need to know about right now

A subterranean condo development. A font to save a language. A Dr Pepper-branded gravy boat. There was much to savor creatively this week. Below, check out our picks for the Top 5 campaigns of the week. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here 5. Apple TV+: Silo Residences Agency: N/A Luxury apartments 144 stories underground? Sounds sketchy, even though ads popped up at a construction site in Los Angeles promoting just that. The billboards for “Silo Residences” were up for a number of days before the big reveal, when it turned out to be an ad campaign for the Apple TV+ series “Silo.” The parody of real-estate advertising tropes was spot on here, and the show itself, which premiered Friday, sounds great, too. (Along with “Severance,” Apple is really on a roll with the dystopian sci-fi.) Apple TV+ declined to identify any agencies that worked on the campaign. 4. PetSmart Charities: Adopt Royalty Agency: Maximum Effort Public enthusiasm for the coronation of King Charles was a bit muted, especially considering this was the first such occasion in England in over 70 years. Still, marketers will latch on to any big public party, so we saw lots of stunts and activations. Our favorite was Dana Carvey reprising his Charles impression—which he first started doing three decades ago on “Saturday Night Live”—for PetSmart Charities. A fine message, hilariously delivered with a stiff upper lip. 3. Gatorade: Breakup Agency: Isla Breakups are hard. Exercise makes things better. That was the simple and heartfelt message from Gatorade in this well-made, cinematic short film from Isla, which just rolled out across Latin America. It’s a somewhat unexpected take from the sports drink brand, focusing on the mentally restorative rather than physically restorative results of exertion and hydration. And yet it’s easily one the best things we’ve seen yet for Mental Health Awareness Month. 2. Microsoft: ADLaM Display Agency: McCann New York Microsoft has quietly been supporting initiatives around cultural preservation for years, and this McCann New York project is a lovely addition to that legacy—beautifully leveraging design to digitize a West African language that for most of its history was never even written down. The decades-long effort by two brothers, Ibrahima and Abdoulaye Barry, to create a written version of Pulaar, the language of the Fulani people, is an inspiring story. And Microsoft’s involvement is a case study in purpose, craft and technical achievement. See all of Ad Age's 2023 Creativity Award winners here 1. Dr Pepper: Strawberries & Creamin’ Agency: Deutsch LA What can you say about Yung Gravy that hasn’t been said? Well, you can now say he’s the proud endorser of a branded gravy boat, courtesy of Dr Pepper. Everything about this collab is fresh and fun—from the eminently Gravy-ish track he wrote for the brand’s new Strawberries & Cream soda to the rest of the branded merch (whatever you do, don’t spill gravy on the silk shirt) to the surreal fever dream of an animated music video. Gravy lovers—and everyone else, honestly—step up and bask in the saturated-pink glow of a partnership done right. See all of Ad Age's 2023 Agency A-List winners here

The top 5 creative campaigns you need to know about right now

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