This week: a famous author as you've never seen her before, a fast feeder makes a big statement in the unlikeliest of places and kids and pooches get musical. 

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5. NY Lottery: Wanna go for a walk?
Agency: McCann New York

The New York Lottery and McCann New York took an unusual approach to promote the Lucky Dog scratch-off: They created a song for pooches. The new hip-hop track “Wanna go for a walk?” is filled with the sounds that get dogs woofing, including squeaky toys, doorbells, duck quacks and more. It dropped on Spotify and also features in a music video in which a dog band “performs” the track, all to promote the game’s $1 million jackpot.

4. Virgin Voyages: Virgin Voyages Says No Kids on the Ocean
Agency: Special U.S.

In yet another music video-style ad, Virgin Voyages turns to the little ones to, ironically, promote child-free cruises. The hilarious campaign, created out of Special U.S., features a bunch of kids singing an ’80s-style tune protesting the unfairness of being left at home while their parents have a grand time at sea. Win Bates of Tool directed.

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3. Penguin Random House/Pen  America: Unburnable book
Agency: Rethink

Last week, famed author Margaret Atwood mysteriously took a torch to her classic dystopian novel “A Handmaid’s Tale.” The stunt appeared in a video that she shared on her social channels. Ultimately, however, the book endured because it was actually an “unburnable” copy that was put on auction at Sotheby’s. The campaign, created by Rethink for Penguin Random House, promotes nonprofit Pen America, which seeks to protect freedom of expression in the U.S. and arrives amid a surge in the banning of books and certain teachings at schools, especially those tied to themes around racism and LGBTQ rights. The high bid for the book was $90,000 as of Sunday.

2. Chipotle: Mixed Reality Burrito Bowl Ad
Agency: The Famous Group

Chipotle caught TV viewers of an NHL game off guard when it debuted this mixed reality ad in the middle of the action. The spot, presented during a break in a game between the Colorado Avalanche and the St. Louis Blues, made it appear that a gigantic gloved hand broke through the ice to grab a burrito bowl that had been pushed to center ice by a Zamboni. It was actually a mixed-reality stunt created by The Famous Group as part of Chipotle’s sponsorship of the Avalanche (and, of course, to promote the burrito bowl itself).

1. March for Our Lives: Thoughts and Prayers
Agency: McCann New York

In the wake of the Uvalde, Texas, tragedy at Robb Elementary School, March for Our Lives, the organization founded by survivors of the Marjory Stoneman Douglas High School shooting, re-released this powerful video of a stunt from its fourth anniversary earlier this year. It captured scores of body bags placed on the lawn outside the Capitol Building, spelling out the words “thoughts and prayers” to symbolize certain politicians’ failure to enact laws that will curb gun violence deaths in the U.S. The video noted that since the organization’s first march in 2018, 170,000 people died as a result of gun violence, and in the two months since the stunt, even more lives—including those from Uvalde and the recent Buffalo supermarket shootings—have been lost.

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