This week: World Cup warm-ups, heavy metal for picky eaters and a singing boy band poster.
The top 5 creative campaigns you need to know about right now
5. Wholly Veggie: Haha You Just Ate Vegetables
Agency: Party Land
Here’s another playful campaign from Party Land, the agency that made its name with stunts for Liquid Death and recently launched the first ads for Dave’s Hot Chicken. This one is for plant-based frozen food brand Wholly Veggie, depicting scenarios in which people are tricked into eating vegetables but accompanied by original heavy metal anthems, both composed and sung by the agency’s creatives. Wholly memorable.
4. Chick-fil-A: The Snow Globe
Snow globes are proving to be a popular motif in this year’s crop of holiday ads: Amazon’s sentimental spot revolves around one, and so does this short animated film from Chick-fil-A that follows a little girl’s quest to help people she sees in the globe who are in need. The fourth in a series, it extends to seven minutes to get you really invested in the characters, and succeeds—we certainly felt the need for a tissue. Featuring gorgeous animation by Psyop, it's not overtly branded but small clever details give a nod to the chain.
3. Nike: The Footballverse
Agency: Wieden+Kennedy Portland
As the FIFA World Cup begins this week, Nike’s much-anticipated ad blends the evergreen question of "who is the G.O.A.T.?" with this year’s hot topic, the metaverse. Soccer fans will love the in-jokes of this star-studded spot in which legends of the past and up-and-coming stars are pulled into a virtual contest by a bunch of geeky scientists, much as kids might argue about who would win in a fight.
2. Downy: Backstreet Boys
Agency: Saatchi & Saatchi New York
Nostalgia continues to be a huge theme this year, and Procter & Gamble leans into it once again with this spot for Downy in which a signed poster of the Backstreet Boys starts singing to a woman sniffing an old concert T-shirt. Simple, fun and a great insight with which to launch the brand's new product Rinse & Refresh (i.e. everyone has an old favorite shirt with a dodgy odor). Feels like it could have been a Super Bowl ad.
1. Apple TV+: Ted Lasso
Agency: TBWA\Media Arts Lab
For American advertisers hoping to capitalize on World Cup fever, what's a more suitable choice than Ted Lasso? Jason Sudeikis, who portrays the fictional soccer coach, popped up in McDonald’s World Cup ad this week. Then, mysterious billboards appeared in the hometowns of all the players (and the coach) on the U.S. Men’s National Soccer Team, featuring letters written in the voice of Lasso himself. Apple TV+, which broadcasts "Ted Lasso," was eventually revealed to be behind the campaign after it went viral on social media. Though some critics pointed out that long copy is unsuitable for billboards, that misses the point: this is outdoor that translates into social media gold.