In weeks like this, we’re reminded how flexible advertising is—how many paths there are to reach consumers today. Two of the campaigns among this week’s Top 5 feature your standard 30-second spots (excellent ones, though). But elsewhere, we have a faux vintage game show, a physical board game and a seven-minute short-film extravaganza from an A-list director. There’s something for everyone, so pick and choose your favorites below.

5. State Farm: Slam Dunk Trivia
Agency: Courageous

State Farm has made an art form out of its TV tie-ins. Remember the deepfake spot with former “SportsCenter” anchor Kenny Mayne for “The Last Dance,” the ESPN documentary about the Chicago Bulls? We get echoes of that in the insurance company’s entertaining new spot for season 2 of HBO’s “Winning Time” drama—also, as it happens, a show about a basketball dynasty of yore, featuring the Los Angeles Lakers. This time, we have “NBA on TNT” reporter Allie LaForce hosting a fake game show focused on NBA trivia. LaForce is hilarious throughout, and the custom creative—running before episodes of the show itself—is a great value-add from the program’s sole sponsor.

4. Billie: No Worries If Not!
Agency: In-house

Reaching way beyond advertising—indeed, beyond selling of any kind—women’s shaving brand Billie decided to address the impossible expectations that women face in society every day. Through a board game. That’s unwinnable. The product got massive PR, was timed perfectly (with the “Barbie” movie provoking similar conversations everywhere), and let’s face it—there may not be a better name for the game than “No Worries If Not!”

3. BJ's Wholesale Club: Absurdly Simple Savings
Agency: Terri & Sandy

We’ve been eulogizing comedic advertising for so long, it comes as a bit of a shock when a truly hilarious campaign comes along. The first two entries in Terri & Sandy’s excellent new BJ’s campaign—the balloon store and seance spots—are top-notch, bringing much-welcomed levity to today’s inflation-ravaged grocery and gas sales environment. The whole campaign is a breath of fresh air, and they really nail the payoff lines in every spot here.

2. Regal Cinemas: Don’t Wait for the Movies to Come to You
Agency: Quality Meats

Speaking of comedy in tough times, Quality Meats and director Andy Richter delivered a series of excellent 30-second spots as well, for Regal Cinemas—having stereotypical movie characters berate people for watching films at home instead of in the theater. It’s a well-timed campaign, thanks to “Barbenheimer,” and the execution is spot-on. Our favorite is probably the “Exorcist” spoof (below) with its fantastic deadpan end line, but they’re all solid. Go to the movies, people!

Read more: Andy Richter on his FOMO ads for Regal Cinemas

1. Hennessy: Life Is the Greatest Odyssey
Agency: DDB Paris

I was tempted to put one of the comedy campaigns atop this list, but there’s no denying the artistry of Hennessy’s short film—the latest in a series of lavish productions for the cognac brand, crafted by A-list directors. This time it’s Damien Chazelle calling the shots, and the result is a beautifully theatrical (if, at times, a tad overly fashion-y) meditation on love and loss. Chazelle has plenty to say about the work (see the Q&A in the link above), but the wordless piece in many ways speaks for itself—an extravagant, fully realized gem of branded content that’s more than worth the seven-minute viewing time.