In this week's Top 5: creepy dolphins, cheesy socks and an insecure superstar.
The top 5 creative campaigns you need to know about right now
5. Canal+: The Secret of Wakany
Agency: BETC
This spot for French broadcaster Canal+ will appeal to anyone who’s ever hated a series finale (“Game of Thrones,” anyone?). It centers on a couple who gets obsessively invested in a (suspiciously GoT-style) fantasy series, only to be let down by the “secret” revealed by the ending. The superbly crafted parody shows that the network really gets what TV means to its audience.
4. Working With Cancer/Publicis Groupe: Working With Cancer
Agency: Publicis Le Truc
“Working with Cancer” is a new cross-industry initiative spearheaded by Publicis Groupe Chairman-CEO Arthur Sadoun following his own experience with the disease. The launch announcement at Davos was backed by a moving 75-second spot directed by Haya Waseem through Object & Animal. It follows a handful of workers across the occupational spectrum trying to do their jobs while hiding the symptoms and struggles of living with cancer. The spot does a gentle, yet powerful, job of explaining some of the issues the project is trying to highlight. Set to “Everybody's Got to Learn Sometime,” which seems like an apt music choice.
3. Kayak: You Don't Have To Be Rich
Agency: Supernatural
So you thought dolphins were nice creatures? Not in this campaign for Kayak. One spot stars a pack of “elites”—mysterious creatures who apparently control the world, and who have made travel incredibly expensive so they can enjoy vacation spots without mingling with the riffraff. Luckily, the ad points out, humans can stay there too. The idea feels timely with the economy on everyone’s mind, and conspiracy theories involving “elites” have also been a popular obsession these past few years.
2. Philadelphia Cream Cheese: Schmear Socks
Agency: Rethink
When Nike made shoes based on a bagel, Philadelphia jumped to it. Because if there are bagel sneakers, surely we need cheesy socks. In yet another example of the Kraft Heinz brand and agency Rethink seizing a popular culture moment with a swift turnaround, the brand made limited edition “schmear” socks; not only do they sport the look and texture of gently smeared cream cheese, but they also come in packaging based on the iconic Philly tubs. And like all the best fashion kicks, they’re being released in an online “drop.”
1. Apple TV+: Call Me
Agency: TBWA\Media Arts Lab
Timothée Chalamet’s turn for Apple is a follow-up to last year’s spot in which Jon Hamm raged that “literally everyone” was on AppleTV+ apart from him—so, granted, the idea isn't new. But it’s a more nuanced performance in a totally different style, making it worthy of this week’s top spot. Whereas Hamm was snarky, the “Call Me By Your Name” actor shows off his Oscar-nominated acting chops by conveying to perfection the looming insecurity and paranoia he feels as he gradually notices that all the content around him is from Apple, not to mention all the big names starring in it. Directed by comedy vet Tom Kuntz of MJZ (who is also responsible for the Kayak campaign at No. 3), the spot also crams in multiple references to shows old and new; it's both on-brand and a delight to watch.