What should you do when people hate on your brand? Several marketers in this week’s Top 5 saw the upside in negative sentiment. Two other brands on the list put directing talent at the core of their new work. Plus, we had a typically inventive stunt from Maximum Effort, which recruited several brands to tie into the airing of “ALF” on Fubo. Below, check out more about this week’s Top 5 campaigns.

5. KFC Canada: Fry Funeral
Agency: Courage

Apparently, everyone in Canada hated KFC’s fries. But rather than quietly replace them, the brand turned up the volume as it made a switch to new fries—creating a whole mock funeral for the old ones, including a hearse in the streets of Toronto. This approach—acknowledging your limitations in order to build credibility for your strengths—dates to the 1960s and some of agency Ally & Gargano’s famous work, but it clearly still pays dividends today.

4. Liquid Death: Better Than Back Sweat?
Agency: In-house

Building campaigns around hater comments is a hallowed Liquid Death tradition. Here, the canned water brand organized a taste test based on a blisteringly negative quip—someone online who said they’d rather “lick sweat off a fat guy’s back than drink Liquid Death.” Zach Holmes, aka Zackass from “Jackass,” was recruited as the sweaty guy for the video, in which 10 people are asked, between bouts of spitting into a trash can, to compare his back sweat to the beverage. Even for Liquid Death, this is pushing it a bit—the video, frankly, is a little hard to watch. But it’s certainly on brand, and if you’re going to target your haters, you can’t respond weakly.

3. Beats by Dre: Iconic Sound
Agency: AWGE

Translation has done most of Beats by Dre’s advertising in recent years, but here the brand called on the rapper A$AP Rocky and his creative agency, AWGE, to direct and star in a fun 60-second spot for Beats Studio Pro headphones. In the ad, the rapper’s partner, Rihanna—with whom he shares a 14-month-old son—asks him to pick up some diapers from the store. This leads to a hectic and playfully surreal diaper run, set to Rocky’s new track “RIOT (Rowdy Pipe’n).” In the end, the diaper run doesn’t work out so well—but the spot itself is a treat.

2. Expedia: The Travelers
Agency: Wieden+Kennedy Portland

Speaking of directors, Somesuch’s Kim Gehrig—one of the industry’s best—helmed the new Expedia campaign, which is both visually striking and quietly witty. The 60-second hero spot told a travel story from the luggage’s point of view, while a series of shorter spots—some of the best 15-second spots we’ve seen this year—profiled the ups and downs of individual travelers. The craft and storytelling meld perfectly here, and will surely make viewers pine for their next vacations.

1. Maximum Effort Channel: ALF
Agency: Maximum Effort

Maximum Effort promised innovative ad breaks on its Fubo channel, and this “ALF” campaign delivered. The ’80s sitcom is now airing on the station, and Max Effort got a handful of brands to collaborate on ads starring the Melmacian alien. Mint Mobile, Hims, Ring, Fubo and MNTN all signed up—and while three of those brands already have ties to Max Effort owner Ryan Reynolds, this was still a fun early step in what should be an interesting advertising journey for the channel.