The top 5 creative campaigns you need to know about right now

Apple’s “The Underdogs” series is an example of how a brand can successfully execute long-form, entertainment-based content. The latest installment continues to flex the tech giant’s creative muscles. Elsewhere among the week’s Top 5, we saw a winner’s mindset campaign from Nike for the Paris Olympics, a culturally resonant activation from Heinz and a heartwarming tribute from FIGS. See the full Top 5 for this week below. See America's Hottest Brands 20 brands that are trending in 2024 Click here 5. Heinz: Now You Can’t Unsee It Agency: Rethink Several brands have launched campaigns in anticipation of the release of the new Marvel film “Deadpool & Wolverine,” but this one from Heinz is rooted in culture. “Now You Can’t Unsee It,” created by Rethink, reimagines the film’s characters as bottles of ketchup and mustard, bringing to life viral memes that replace their images with the condiments. The spot is appropriately narrated by Ryan Reynolds whose script reflects the self-deprecating humor of his Deadpool character. The ad also functions as a trailer, serving a dual purpose for both brands. 4. FIGS: Anatomy of a Champion Agency: Mother When a major sporting event such as the Olympics rolls around, all eyes naturally fall on the athletes. But this campaign from medical apparel brand FIGS pays tribute to the heroes behind those athletes—the medical teams that help them get back in the game. The heartwarming tribute honors 14 medical professionals, including those serving on Team USA for the Olympics, recognizing them as major supporters of athletes and the Games. It’s a humbling reminder that all of us—from the least fit to the most athletic—need first responders. 3. Apple: Flock Agency: TBWA/Media Arts Lab Apple was very active this week, releasing campaign after campaign, but this latest from TBWA/Media Arts Lab contained elements of a spy-like thriller. The eerie two-minute film launched for Apple’s newest global privacy campaign centered on Safari’s protection against “fingerprinting” that can determine a user’s identity. It was crafted like a scene out of “The Birds” as bird-like surveillance cameras spied on users not (at first) browsing on Safari. The campaign illustrated what is often a fear among privacy-conscious consumers that “Big Brother is watching,” and smartly posits that Apple is not. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here 2. Apple: The Underdogs: OOO (Out of Office) Agency: Apple in-house The Underdogs, Apple’s widely praised mini-comedy series, returned with a new episode this week in which a band of colleagues confront outlandish challenges armed with Apple tools. It did not disappoint. This time, The Underdogs found themselves in Thailand, searching for a solution to a nearly impossible last-minute ask from a client (sounds familiar, right marketers?). Along the way, Apple’s full suite of products—including for the first time, Apple Vision Pro—come to the rescue even during the most uncomfortable circumstances. The episode was truly funny as it advocated for remote working (with Apple products, of course). 1. Nike: Winning Isn’t for Everyone Agency: Wieden+Kennedy Portland Topping our list this week is a campaign from the world’s biggest sportswear brand launched just in time for the Paris 2024 Olympic Games. Nike’s “Winning Isn’t for Everyone” impresses with a brand film featuring some of the world’s greatest athletes putting their competitive sides on full display, backdropped by a provocative, almost arrogant, script narrated by actor Willem Dafoe. The work features gigantic OOH displays of athletes with their game faces on, praising those who have a winning mentality and what it takes to be the greatest. It’s an inspiring campaign that illuminates the competitiveness of athletes arriving in Paris over the next few days, and motivation for anyone who has a dream of competing. Also read: Behind Nike’s sales troubles and how marketing could fuel a comeback See all of Ad Age’s 2024 Creativity Award winners here

The top 5 creative campaigns you need to know about right now

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