Welcome to our weekly rundown of the Top 5 most innovative brand ideas you need to know about right now.
5. McDonald’s: 'McCharge,' Nord DDB
McDonald’s locations in Sweden are putting the golden arches to green use. The burger joint now doubles as a charging station for electric cars, so Nord DDB listed the price of Big Macs, Happy Meals and electrons on every iconic sign, just like a gas station.
4. ESPN: '40th Anniversary,' In-house
ESPN turns 40 this year, so “SportsCenter” dropped a dozen new ads to celebrate. They feature anchors and athletes in absurd situations at the network’s unassuming headquarters in Bristol, Conn., continuing the long-running campaign originally created by Wieden & Kennedy, and now made in-house.
3. Volkswagen: 'Same Difference,' Johannes Leonardo
Volkswagen throws open its doors in an inclusive and timely spot from Johannes Leonardo. As Johnny Cash sings “This is my land and these are my people,” multilingual families from different backgrounds make their way through life in many of the same ways. These days, the endline “There’s room for everyone” refers to a lot more than cargo space.
2. Chase: ‘This Mama Keeps Going,’ Droga5
Droga5 juxtaposes the challenges and rewards of motherhood with athletic achievement in a spot for Chase featuring Serena Williams. Scenes from her pregnancy and the birth and life of her daughter Alexis Olivia play, backed by Williams’ own prescient words from a press conference after her first U.S Open win 20 years ago.
1. Heinz: ‘Pour Perfectly Bottle,’ Rethink Canada
Heinz has spent years explaining to customers the best way to get that red sauce out of the bottle. For the last time: invert at 45 degrees and hit the “57.” For the more visually inclined, Rethink Canada created limited-edition labels that read right-side-up when the bottle is in the perfect position.
That's it for the Top 5. Make sure to check out more of the best in brand creativity at Adage.com/Creativity.