4. MINI: 'Don't Fence Me In,' Pereira
MINI and Pereira O'Dell debuted a new spot featuring British singer
Labrinth performing a cover of the Cole Porter classic "Don't Fence
Me In." Labrinth roams the city street's peacefully, enclosed in
the cocoon of his Countryman, accompanied only by the sounds of
driving and the rustling leaves. The best part--MINI is dropping
the tune as a full-length track for its customers and others. It'll
be available for download or on vinyl at dealerships.
3. Ikea: 'Tonight Is to Sleep,' Mother
Ikea's long-running "The Wonderful Everyday" campaign from Mother
London debuted its latest spectacle, and it's quite the dream.
Directed by Juan Cabral of MJZ, the spot transforms a night club
into a giant bedroom to promote the store's sleep-related
goods--and it's accompanied by Ikea's initiative to help its own
employees snooze restfully---with the help of a sleep expert.
2. Gillette: 'The Best Men Can Be,' Grey New
Gillette and Grey New York recently released a film that puts a new
spin on the classic tagline "The Best a Man Can Get." Reframed for
the #MeToo age, it asks, "Is this the best a man can get?" and
challenges guys to be better when it comes to bullying, sexism and
other social issues. Reactions to the ad have been highly
polarized--some vowed to never use Gillette again while others
praised the company for taking a stance. And, when was the last
time people talked this much about a razor brand?
1. Aeromexico: 'DNA Discounts,' Ogilvy
Aeromexico was behind this politically-tinged stunt that asked
Americans what they thought about Mexico. Though some had zero
interest in traveling to the country--turns out they loved a lot of
Mexican things--like tequila and burritos. The stunt had an even
bigger twist: the company did gene testing on the interviewees and
found that many of them were of Mexican heritage--and gave them
discounts on flights to Mexico that matched the percentage of their
That's it for the Top 5. Make sure to check out more of the best
in brand creativity at Adage.com/Creativity.