In this week's Top 5: an endlessly crying baby, courteous Bostonians and an evocative trip to Jamaica.
The top 5 creative campaigns you need to know about right now
5. Doritos: Bold Love
Agency: Slap Global
This beautifully acted film from Doritos Mexico is a reminder that LGBTQ+ people still face significant social, ideological and cultural barriers to loving the person they want. Built around a couple’s simple conversation on a car trip, the script highlights just what they stand to lose when they pursue the life they deserve. It’s part of a wider campaign to give visibility to the LGBTQ+ community beyond Pride Month.
4. Teta & Teta: No Cry No Get
Agency: Lola MullenLowe
A giant, hyper-realistic sculpture of a baby that won’t stop crying is at the heart of this clever outdoor campaign by the Spanish nonprofit Teta & Teta. Placed in a square in Madrid (and created using 3D scans of real babies) it highlights the fact that there is no law protecting breastfeeding in public spaces in Spain. The idea is to urge lawmakers to pass a new law; only then will the infant stop its 24/7 wailing.
3. Sam Adams: A Brighter Boston
Agency: Goodby Silverstein & Partners
With the Super Bowl almost upon us, we’re sure Big Game ads will dominate next week’s Top 5. But this week it was the regional Super Bowl spot from Boston Beer Company's Sam Adams that caught our eye. The idea: the brand's longtime ad character, Your Cousin From Boston, stumbles into a parallel universe where Boston is the friendliest place on earth. They share parking spots, recycle and even welcome New Yorkers—all to his bafflement. It’s all designed to introduce you to Boston Lager Remastered, a “brighter” version of the company’s flagship beer.
2. Zen Business: Welcome to the Uprising
Agency: Joan Creative
This spot for Zen Business, which helps people start and grow their own businesses, memorably leans into the quiet quitting trend with the tale of a frustrated office worker destroying her workplace—throwing computer keyboards, crashing through walls, and generally protesting her soul-sucking, dead-end corporate job. It’s appropriately set to “Seize the Power” by Yonaka. Great fun and a real anthem for anyone dreaming of handing in their notice, even in a world of layoffs; just maybe don't show it to your employees.
1. Levi's: Precious Cargo
Director Melina Matsoukas brings her signature stylish touch to the first spot in a new campaign marking the 150th anniversary of Levi's 501 jeans, called “The Greatest Story Ever Worn.” It tells the story of 501s arriving in Kingston in the ’70s and how Jamaicans made them their own. Set to the infectious reggae track “54-46 Was My Number” by ’70s Jamaican band Toots and the Maytals, it’s visually rich and evocative. And while it leans into nostalgia in the iconic tradition of Levi’s commercials, it also brings a fresh and diverse perspective to the brand.