This week: an undead lizard, experiments with AI and a mouthful of restaurant signage.

5. Take 5: Ten Minute Print Ad
Agency: Erich & Kallman

In an age of increasingly brief attention spans and six-second videos, the long-copy print ad has fallen way out of vogue. But this effort from Erich & Kallman for Take 5 Oil Change shows these types of ads can still work. The 2,380-word print ad is designed to take you 10 minutes to read: the same amount of time it takes for Take 5 to change your oil. The agency rose to the copywriting challenge admirably, riffing on such subjects as dinosaurs, moose matriarchs, hot tubs and the state of Maine, as well as getting in all of Take 5's locations and a bit of oil change history.  

4. Ocean Spray: Don't Clown
Agency: Orchard Creative

What is it about coulrophobia? We've seen clown fear tackled in a number of commercials over the years, including a few poking fun at McDonald's. In this case, Ocean Spray picks the subject as part of a campaign that puts a zany spin on healthier living to promote its "Better for You" products in the new year. Embracing the tagline "Yes You Cran," two spots feature people conquering their fears, be it clowns or a running race, in amusing ways that aren't entirely predictable. Jeff Low of Biscuit returns to direct for agency Orchard, having helmed its hilarious holiday work. 

3. Hardee's: UnAImaginable
Agency: And Us

It's been quite the week for AI, with Ryan Reynolds using Chat GTP to make a "mildly terrifying" ad for Mint Mobile and Martini creating its first spot made with Midjourney. However, we liked this campaign for Hardee's by Dubai agency And Us, which proves that AI isn't quite there yet. It gave DALL-E over 10,000 chances to make an accurate image of its Super Star burger, then used the "weird" "wacky" and "completely wild" attempts in a video that encourages people to come and try the real thing instead, while not worrying that "AI is coming for you."

2. Apple: RIP Leon
Agency: In-House

The best Apple work always combines creativity with a clear demonstration of product attributes, and its new campaign for the iPhone 14 is another excellent example. One spot, about a dead lizard (or rather, an undead lizard), shows how you can now unsend a message before it's read; it gave us a much-needed laugh on a cold January morning. Another spot depicts a mom's dedication to filming her kid's field race, demonstrating the phone's "Action Mode" in a memorably funny film. Andreas Nilsson of Biscuit provides impeccable direction on both.

See also: Apple's Lunar New Year film retells Chinese opera through the lens of the iPhone

1. Burger King: Stacker Signs
Agency: We Believers

Burger King found an ingenious way to promote its seriously enormous four-patty limited-edition Stacker King in Mexico—by stacking up its restaurant pole signs as well. We Believers redesigned the burger-shaped Burger King logo to resemble the Stacker: repeating the word “Burger” four times above “King.” It then replaced the pole signs outside BK restaurants throughout Mexico with the temporary new logo, and it also allowed Burger King app users to order the burger by scanning the logo with their phones. A truly creative use of outdoor using the chain's own media.