We had a bit of everything this week—celebrity endorsements, eye-popping OOH, a drummer-endorsed enema kit and a music-driven ode to butts. Without further ado, let’s get to the Top 5.
Special Report: Creativity Top 5
The top 5 creative campaigns you need to know about right now
This week: A new kind of gun-safety PSA, Liquid Death’s latest and Huggies’ ode to baby butts
Got mostaccioli butt? The new Huggies ad does, along with lots of other baby butts.
Credit:
Huggies
5. Swiss Tourism: The Ride of a Lifetime
Agency: Wirz
Roger Federer is such an enigma. He’s so obviously not a good actor, yet every ad he does is entertaining. How does that work? We won’t overanalyze it—we’ll just enjoy his latest bit of long-form branded entertainment for Swiss Tourism. This time, he takes a train ride with Trevor Noah, with amusingly diverting results.
4. 97Percent: Aim for Change
Agency: Wunderman Thompson
Most PSAs about the gun-violence epidemic preach squarely to the choir. But nothing will change unless both sides can come to a solution together. Wunderman Thompson’s “Aim for Change” makes just such a bipartisan appeal, featuring gun owners who support four basic changes to gun laws—which would lower the homicide rate significantly. Their method of signing a petition is memorable, too.
3. Liquid Death: Enema of the State Enema Kit
Agency: Humanaut
As soon as you think Liquid Death has taken its stunt marketing as far as it can go, it goes a little further. This week we got Travis Barker, the drummer from Blink-182, endorsing a limited-edition Liquid Death Enema of the State Enema Kit—a reference to Blink-182’s classic 1999 album. The new product is hilarious and unexpectedly, though surprisingly, it’s not even the only butt-related campaign in this Top 5.
2. Popeyes: Pop Eyes
Agency: Change
Simple, striking out-of-home advertising will always be relevant, and this Popeyes work from Change agency in France is stop-you-in-your-tracks level compelling. We’ve seen a lot of fast-food advertising lately that plays on the physical symptoms of hunger and/or satiation, but these executions are eye-poppingly fun. (Meanwhile, a separate new Popeyes campaign popped up in the U.S., from McKinney.)
Credit:
Popeyes
1. Huggies: Baby Butts
Agency: Quality Meats
“Huggies Huggies Huggies Huggies.” This campaign isn’t exactly like “Whopper Whopper” but it plays in the same ear-space. The catchy tune—which can be found in ads and on Spotify and Pandora—has some fun rhyming schemes. And the TV spots are shot in a playful style that feels just right for the brand. Bottoms up!
