Cannes Lions is upon us, and the week started off well with a couple of fun stunts—fake movie posters from Tubi, plus a genius self-promotion from Atlantic New York. We also got a Broken Heart Love Affair special for Kruger, a disturbing bit of VR content from the LPGA and a video game that just might save humanity. Below, it’s this week’s Top 5.

5. Kruger: Love Is Messy
Agency: Broken Heart Love Affair

Broken Heart Love Affair specializes in sweeping, emotional anthems for its clients—and it delivered another one here for Kruger paper products. A continuation of a theme introduced at the height of COVID, this new spot is all about the messiness of love. Thankfully, Kruger is often there to clean things up.

4. Confuse a Bot
Creator: Rajeev Basu

Worried about the coming AI apocalypse? Rajeev Basu is, too. So, he developed a video game designed to intentionally mislead bots and derail their nefarious plans to destroy humanity. Turns out it might be as simple as tagging everything on the internet as cheese.

3. Tubi: Everything for Someone—Even Ad People
Agency: Mischief

An advertising platform creating advertising for advertising people—sounds pretty loathsome, doesn’t it? But in the hands of Tubi and its agency, it’s actually kind of adorable. Those lucky enough to be in Cannes this week will see a slew of fake movie posters riffing on the Cannes experience and embodying Tubi’s brand promise, once again, that it really does create content for very niche audiences.

2. LPGA: Putt Like a Lady
Agency: Accenture Song

Branded VR experiences tend to be blandly uplifting—but not this one. The LPGA invited attendees at a recent tour event to don VR goggles for what seemed to be an anodyne putting challenge. Instead, they experienced something much darker. Points to Accenture Song for selling this one through, and for the craft that earned it a nomination for the Tribeca X Award.

1. Atlantic Car Service
Agency: Atlantic New York

Cannes Lions is such a showcase for creativity—so why don’t we see that many clever creative activations there? Atlantic New York has orchestrated the best one we’ve seen in a while with the Atlantic Car Service. It will be giving prospective clients free rides between the Nice airport and the Croisette this week, but only if they’re willing to listen to the agency’s pitch along the way. Smart, fun, buzzy—is it too late to enter this into the show?