This week’s top campaigns included a straight-talking mermaid, a bit of time traveling, a lovely spot about caregivers and a whole lot more. Below, check out our Top 5 for the week.

5. Hanes: Make Yourself Comfortable
Agency: The Martin Agency

Hanes and The Martin Agency traveled back in time, to 1901, to tell an entertaining if largely fictional version of the company’s origin story—colorfully suggesting that the brand essentially invented comfort, thus freeing miserable Gilded Age dandies from their restrictive undergarments. True or not, the spot is great fun—backed nicely by Blondie’s infectious “Heart of Glass.”

4. Change the Ref: New Recruits
Agency: Energy BBDO

Change the Ref has done lots of aggressive anti-gun advertising over the years, and its latest campaign ranks right up their in terms of shock value. Working with Energy BBDO, the group seized on a disturbing stat shared last year by President Biden—that more school-age children have died from guns over the last two decades than on-duty police officers and active duty military combined—to craft ads suggesting it’s safer to send kids to war these days than to school. They even opened a fake recruitment center in New Jersey for a day.

3. Gyno-Canesbalance: Mermaid
Agency: LOLA MullenLowe

LOLA MullenLowe’s new work for Gyno-Canesbalance, a gel that treats bacterial vaginosis, skillfully made the awkward topic not just more comfortable to talk about but downright charming. Meet Alexa, a mermaid who’s here to talk about the main symptom of bacterial vaginosis—and why you shouldn’t be ashamed of it.

2. TENA: #NoLoveLikeIt
Agency: AMV BBDO

All the richness and complexity of caring for a loved one is captured in this wonderful campaign from AMV BBDO and director Darius Marder for TENA, the Essity-owned incontinence brand in the U.K. The work beautifully explores the range of circumstances and emotions that caregivers experience—joy, pain, love and everything in between—across three true stories. Touching but not treacly, this is how to do emotional documentary-style advertising right.

1. Dove: The Cost of Beauty
Agency: Ogilvy

This week marked the 10th anniversary of the release of Dove’s “Real Beauty Sketches.” And it also saw the Unilever brand and its agency Ogilvy unveil their latest powerful film about self-esteem—in particular among teens girls, who are suffering mental health issues from social media content. The short film tells the story of Mary, a kid who spirals after getting access to social media, eventually developing an eating disorder. It’s set to a cover of Joe Cocker’s “You Are So Beautiful” (a track used, to very different effect, in a KFC Spain ad this week, too). The spot seeks legislative change by supporting the Kids Online Safety Act, pointing viewers to a petition to support the Act, which aims to limit teens’ exposure to toxic beauty content online.