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Creative Works: 10 of the best ads of the week from Google to Oatly

By Imogen Watson and Ellen Ormesher | senior creative reporter & staff writer

July 7, 2021 | 10 min read

At The Drum, we believe great work deserves recognition and that talented creatives should get their share of reverence for the hard work they put in. So each week we will update our hall of fame, celebrating the 10 best ads from our Creative Works section. Welcome, and don’t forget to vote for your favorite!

Sustainbaility repot

Google’s ‘What are you Searching for this Summer?’ campaign by Uncommon

In partnership with Adobe Stock, The Drum’s Creative Works is a handpicked selection of our favorite work from around the globe, covering digital, OOH, print, TV and radio. Each week, The Drum selects the 10 best ads from the section. To submit work, please fill out this online form.

This week, British prime minister Boris Johnson revealed his plans to lift England’s Covid restrictions on July 19. Ahead of the final verdict on July 12, Google launched its latest campaign ‘What are you Searching for this Summer?’ by Uncommon, which highlights all the things we might be searching for when lockdown comes to an end.

Doubtless one of the main ways people will be celebrating an end to Covid guidance is by taking a trip to their local. To celebrate ‘That Special Feeling’ of visiting your favorite pub, Britain’s Beer Alliance and Havas joined forces in a bid to save our locals and persuade the chancellor to cut beer duty, reform VAT for pubs and lower business rates.

Speaking of joining forces for the common good, Oatly has created two billboards that reveal several hidden messages about the brand’s launch in New Zealand – including a link to their sustainability report, which outlines their mission to drive a systemic shift toward a sustainable, resilient food system that empowers people to choose solutions that improve their lives.

And that’s just for starters. Scroll down to see the best work from our Creative Works section. And don’t forget to vote!

Specsavers: It’s Coming Home by Tangerine

Specsavers is celebrating England’s progress in the Euros with a campaign centered around a phrase you’re probably hearing a lot right now. The billboard, which mimics the style of eyecharts found in branches of the opticians, states that ‘It’s coming home’ in letters of decreasing size.

The work was put together by Tangerine Communications, which has been working with Specsavers on creative over the course of the lockdown. As with its previous work on behalf of the brand, the billboard focuses on what unites the country during trying times.

Vote for the work here.

Three UK: Life Needs a Big Network by Wonderhood Studios

Three UK has launched a campaign to tell its customers it is ‘coming of age’ after launching nearly two decades ago.

At the heart of the marketing push is a campaign called ‘Life Needs a Big Network’, which was developed with Wonderhood Studios.

It looks to articulate how Three is placed to help customers with the big and seemingly small moments in life now that its network reaches 99% of the UK population.

Vote for the work here.

McDonald’s: Fancy a McDonald’s? by Leo Burnett

McDonald’s latest brand platform ‘Fancy a McDonald’s?’ taps into the lighthearted moments of life that can be shared over a burger and fries.

The campaign, devised by Leo Burnett, aims to show how an invitation to get a McDonald’s is not just an invitation to enjoy the food, but to let go of life’s pressures and enjoy the company of friends and loved ones.

The launch ad, ‘Laughter’, takes a simple format – doing away with words in favor of a focus on laughter as the thread that unites the various groups of people featured in the spot.

Vote for the work here.

Paddy Power: Euro 96

Paddy Power has launched a new social media video where ex-England internationals (and Barry from Eastenders) share their phoney memories of winning Euro 96, with nostalgia being so strong it overrides what actually happened.

The video spoof features Teddy Sheringham, Sol Campbell and Peter Crouch reminiscing about a non-existent England final win at Wembley.

Vote for the work here.

Google: What are you Searching for this Summer? by Uncommon

OOH Google

Following the launch of Google’s new brand campaign ‘What are you Searching for this Summer?’ comes an extensive and beautifully curated outdoor and digital suite created by Uncommon Creative Studio.

The new outdoor campaign celebrates authentic slices of British summertime told through quirky photography and real Google searches in the next iteration of ‘What are you searching for this summer?’

Vote for the work here.

DAZN: We All Rise With More Eyes

The Uefa Women’s Champions League will be bigger than ever in 2021/22 and fans can look forward to groundbreaking coverage thanks to a new four-year global broadcasting partnership with streaming platform Dazn, together with YouTube.

At a time when professional women’s sport continues to fight for more exposure, this new partnership brings visibility like never before to players, clubs and the elite competition itself by making matches all season long available to fans all over the globe.

Vote for the work here.

Smartwater: Get Smart

Bottled water brand Smartwater has teamed up with Saturday Night Live darling Pete Davidson to bring much-needed post-Independence Day hydration to Americans everywhere – beginning with two events in New York and California.

Vapor-distilled water brand Glacéau Smartwater today unveiled a new omnichannel campaign in conjunction with comedian, SNL star, writer and producer Pete Davidson, which kicked off with two IRL activations to help Americans rehydrate after a weekend of celebrating.

Vote for the work here.

Britain’s Beer Alliance: That Special Feeling by Havas

Havas London has created a campaign for Britain’s Beer Alliance featuring familiar and heart-warming scenes that take place in pubs around the country every day, in a bid to save our locals and persuade the chancellor to cut beer duty, reform VAT for pubs and lower business rates.

The film ‘That Special Feeling’ is inspired by the insight that our spirits lift the moment we enter the pub.

Vote for the work here.

Coca-Cola: Thumbs Up Tokyo 2020 by Ogilvy

Coca-Cola India brand Thumbs Up has launched a campaign to celebrate India’s 100th year participating in the competition.

The ad shows athletes turning their bottles upside down, turning the icon of the Thumbs Up into a visual symbol of grit and determination. The brand says the ad is celebrating everyday heroism, something that it hopes will resonate with the Indian population, which has been severely impacted by the pandemic.

Vote for the work here.

Oatly: Sustainability Report by Oatly Department of Mind Control

Oatly has created two billboards to say everything about its arrival in New Zealand.

The billboards reveal several hidden messages about Oatly’s launch in New Zealand – from a link to their sustainability report, which outlines their mission to drive a systemic shift toward a sustainable, resilient food system that empowers people to choose solutions that improve their lives, to a giveaway of 50 free oat flat whites a day for those who notice the billboards.

Vote for the work here.

That’s it for this week’s round-up of the 10 best ads from The Drum’s Creative Works. Remember to email nominations to imogen.watson@thedrum.com and to vote for your favorite ad.

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