This week: A brand shows how to “win better,” sandwich dreams get a huge stage, how a popular game got a lot more inclusive.

5. ESPN: Watch Live. Feel Alive
Agency: Preacher

Craft is an integral part to making an idea stand out. Such was the case in this new spot from ESPN promoting the thrills of watching sports on live TV. Created out of Preacher and directed and edited by Mike Sobo of Uppercut Editorial, the ad cuts together heated sports moments against the sound of a beating heart. What could have been a generic montage becomes an exhilarating ride that aptly conveys the message “Watch live. Feel alive.”

4. Champs Sports: Win Better
Agency: Orchard

Champs Sports reveals how to “win better” in a campaign from New York independent agency Orchard, its first work under new Chief Creative Officer Dave Kolbusz. Directed by Division 7’s Ray Smiling, the spots bring a quirky twist to athletes in throes of training and stand out from the expected sweaty intensity of the category.

3. Subway: Dream Sandwich
Agency: Above+Beyond

​​Outdoor is back, and with it, giant sandwiches. This new Subway campaign from U.K. agency Above+Beyond invited passersby to imagine their dream sub on their phones, and it would then appear on a giant 3D digital screen at a London shopping mall. 

2. Doritos: Triangle Tracker
Agency: Goodby Silverstein & Partners

In Doritos’ latest effort with Goodby Silverstein & Partners highlighting the iconicism of its product, it’s asking consumers to spot triangles all over the world and turn them into a chip, through a “Triangle Tracker” Snapchat AR Lens. Those who play will get a chance to win rewards, including the grand prize of $250,000.

The campaign also includes triangle-themed TikTok challenges, a “Doritos Triangle Island” in Fortnite and out-of-home projections that transform parts of triangular buildings into giant Doritos.

1. Soundly: Roblox Designer Hearing Aids
Agency: Day One

Inclusivity becomes even more of a reality on Roblox with the introduction of virtual hearing aids. Hearing health company Soundly last week introduced a line of hearing aids in the Roblox store featuring six designs including lightning bolts, Pegasus wings and flowers. The aids will go for $50 Robux (around 60 cents) and 100% of the proceeds will go to Unicef. The idea came from Soundly CEO Blake Cadwell, who himself deals with hereditary hearing loss. He had noticed the platform offered only one style of hearing aid compared to thousands of kinds of glasses. “Our focus is changing the perception around hearing health, and we want this to be a top-of-funnel moment,” he told Ad Age.