August can be a quiet month for advertising, but we still got some impressive creative efforts this past week. They included two sports campaigns; a stylish, nostalgic spot from a food brand that’s been quiet for a few years; a slice of absurdity in solar power; and an agency co-creating its own app—with a bold campaign to match. Below, check out our Top 5 recent favorites from the dog days of summer.
The top 5 creative campaigns you need to know about right now
5. Molson: Jersey Drop
Rethink has always excelled at social listening to inspire buzzy campaign ideas. This time, it latched on to the chatter around a celebrity fashion choice. After Drake was spotted wearing a decades-old Molson Canadian baseball jersey in New York in July, the agency immediately began combing through resale websites to find as many of the old jerseys as it could—then packaged three of them in Molson cases for folks around Toronto to find. Impressive turnaround and a fun way to hook into fashion—something beer marketers don’t always easily connect to.
4. Country Crock: Make Your Table Legendary
Preacher won the Country Crock account earlier this year, and here’s its evocative first work for the buttery spread—a 60-second spot that leans heavily into a “Goonies” and “Stranger Things” vibe as it tells the story of a mom who inspires awe, and even a little fear, in the neighborhood kids with her cooking. No, she doesn’t have supernatural powers—it only seems that way. Directed with an assured cinematic touch by Clay Weiner of Biscuit Filmworks.
3. Freedom Solar Power: Jane, Carl
Gleeful absurdity is a Callen trademark, and here the agency embraces a staple of silliness—’80s power ballads—for client Freedom Solar Power. You see, Freedom Solar helps homeowners save money and also helps the planet, which makes them feel powerful—which makes them worthy of ridiculous overblown tributes in song. The original tracks are perfectly dumb, and bonus points for the top-notch production design and casting, which really play off the concept.
2. Communion: Save Enough to Save Yourself
Saving money doesn’t come naturally to young people, yet it’s the one thing—when done consistently—that will expand their options in life down the road. London creative agency Uncommon has now entered the space by co-creating a new app, Communion, to help build good saving habits. The branding and initial advertising around the app take a brash approach, suggesting that good financial planning will help you tell the insufferable roommates, co-workers and bosses in your life to “eff off.” The video below is a good example—like a slap in the face to the entire category.
1. YouTube and YouTube TV: NFL Sunday Ticket
NFL season is almost upon us, and YouTube—in its rookie season as the steward of NFL Sunday Ticket—delivered an entertaining kickoff to the marketing bonanza with a great series about the trials and tribulations of NFL fans who live far from their favorite teams. The human insight here is strong, and it’s brought to life wonderfully with help from director Lance Acord, as we’re treated to a bunch of amusing fish-out-of-water vignettes about out-of-market fans. There’s a sameness to a lot of advertising around the NFL, but the wry, understated tone and strong copywriting here really stand out. And for what it’s worth, my 15-year-old—a Giants kid stuck in Patriots nation—said he’s a fan.