Advertising usually strives to cut back and simplify. But every once in a while, more is more. This was true of a lot of the work in this week’s Top 5, from Apple’s lengthy (yet never boring) “Mother Nature” film to Arby’s larger-than-life “Hike Thru” idea. And our favorite campaign of the week, from Tubi, literally celebrated things that go on and on. See the full Top 5 below.

5. Arby’s: Hike Thru
Agency: Fallon

Situating your brand totally out of context is a fun way to get attention, and certainly no one expected an Arby’s on a mountaintop in Colorado. The one-day experience, devised by Fallon, invited hikers on a 4.1-mile trek to a 10,731-foot summit—where they could sample the new Big Game Burger, made from animals who could have sauntered by at any moment (the burger contains venison and elk, in addition to ground beef). The Arby’s pole sticking up incongruously in the woods, and the elaborate trailhead sign, helped the work pick up earned media, too—essential for a stunt experienced in person by only a few.

4. Fanatics: Fanatics Cleaners
Agency: In-house

Fanatics kicked off the NFL season with a longform spot whose concept was a promising one indeed—two workers chatting about the upcoming season at a dry-cleaning store that only accepts NFL jerseys. This was an ingenious way for the sports merch brand to show off a ton of products in a way that didn’t feel gratuitous. And the cameo at the end—by Damar Hamlin, the Bills player who went into cardiac arrest in a game last season, causing his jersey sales to spike—felt natural, even celebratory. Easily one of our favorite pieces of work from the football season so far.

3. Courageous Conversation Global Foundation: DWB
Agency: Goodby Silverstein & Partners, Critical Mass, The Mill

Everyone loves a concept car at an auto show, but this one—the DWB, which stands for “Driving While Black”—was unlike anything the Detroit Auto Show had ever seen. Brought to life by Goodby Silverstein & Partners, Critical Mass and The Mill, it’s a vehicle whose features—transparent doors, a “10 & 2” steering wheel, etc.—are all designed to keeping Black drivers safe when they’re pulled over by police. The agencies weren’t able to actually build the car, but the digital craft is impressive—a fresh way to bring attention to what remains a critical problem nationwide.

2. Apple: Mother Nature
Agency: In-house

Finding engaging ways to communicate rather boring information is an art form in advertising. And few pieces have done it better than this Apple short film, in which Octavia Spencer plays Mother Nature and arrives on the Apple campus for an update on its sustainability effort. The concept is fun, the writing snappy, and the performances generally delightful (OK, yes, Tim Cook isn’t going to win an Oscar anytime soon). Apple has made the mundane palatable before with “Underdogs,” and this “Mother Nature” idea feels primed to be similarly episodic.

1. Tubi: Find Your Rabbit Hole
Agency: Mischief

Here’s a campaign we wish would just keep going, like the content it’s advertising. Tubi has been one of the year’s most entertaining marketers, and this three-pronged campaign from Mischief (four brand spots, a football-themed series of shorter videos and a slew of out-of-home ads) continues the fun. The “Lifeguard” spot is probably our favorite, but it’s one gem among many—with lots of fun little details that amp up the silliness. The whole campaign was one big, weird rabbit hole we were more than happy to go down.