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Creative Works: 10 of the best ads of the week from Beats by Dre to The Body Shop

Kanye West teases album on Beats By Dre ad starring Sha'Carri Richardson

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!

This week, Sha'Carri Richardson appeared in the latest Beats by Dre spot after her Tokyo 2020 Olympic dreams were shattered when the United States Doping Agency suspended her after detecting marijuana in her system. Against the tagline ‘Live Your Truth’, Richardson is seen preparing to sprint as she listens to No Child Left Behind – a single from Kanye West’s anticipated 10th album Donda – with her Beats Studio Buds.

Meanwhile, to help people develop a more positive relationship with themselves, The Body Shop has staged an ‘ad intervention’ that asks customers to meet it on ‘Self Love Street’.

And speaking of love, Durex is celebrating the closure of a Covid-19-fueled period of national chastity with a tactical billboard campaign proclaiming the word ‘freedom’ superimposed on to a condom.

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.

Campari: Campari, Fellini Forward by Wunderman Thompson & Unit9

A cocktail of two iconic Italian exports – Federico Fellini and Campari – the bittersweet red aperitif is emulating the work of the cinema pioneer in the first-ever short film to use artificial intelligence to bring the creative genius of Fellini to life. Created by ad agency Wunderman Thomson, it marks the return of Campari Red Diaries, a series of short films that illustrate that ‘every cocktail tells a story’.

Set in the heart of Rome, the short movie will explore Fellini’s life and dreams. Directed by Maximilian Niemann, to help them define what could or could not be perceived as ‘Felliniesque’ the team quizzed original members of Fellini’s crew, who provided key insights on the maestro’s oeuvre.

Vote for the work here.

Beats By Dre: Sha'Carri Richardson & Kanye West

Top gold medal contender for the 100-meter sprint, Sha'Carri Richardson’s Tokyo 2020 Olympic dreams were shattered when the United States Doping Agency suspended her after detecting marijuana in her system. Infuriated outrage soon ensued, with commentators condemning the decision as “illogical, unjust and dangerous”.

Like many athletes before Richardson, her adversity has thrust her into the spotlight. Despite not competing in the Games, brands from the likes of Nike and now Beats by Dre have extended their support.

Against the tagline ‘Live Your Truth’, Richardson is seen preparing to sprint as she listens to No Child Left Behind – a single from Kanye West’s anticipated 10th album Donda – with her Beats Studio Buds.

Vote for the work here.

The Body Shop: Self Love Street by Wax/On

To help people develop a more positive relationship with themselves, The Body Shop has staged an ‘ad intervention’ that asks customers to meet it on ‘Self Love Street’.

The campaign shows three housemates using alternative ways to love themselves, focusing on three key issues: rejection in love, the need for external validation, and body image.

Vote for the work here.

Sky Mobile: Time To 65075 by Red Consultancy

Sky Mobile has today unveiled its latest campaign, ‘Time to 65075’, a catchy break-up rap written by Lady Leshurr, with an accompanying fun and humorous music video.

The campaign has been created to highlight the network initiative ‘Text to Switch’, which offers UK consumers the chance to ditch their current mobile network provider and switch to Sky Mobile by simply texting PAC to 65075.

The premise of the track is to help the nation get out of bad relationships, whether that be with their partner or mobile network provider, and move on to something better.

Vote for the work here.

Nike: New Fairies by Wieden+Kennedy São Paulo

Knocking all stereotypes out of the skatepark, Rayssa Leal was only seven when she went viral after a video surfaced of the young Brazilian dressed as a fairy princess, landing what Tony Hawk coined the ‘fairytale heelflip’.

Paving the way for a new generation of teen girl skaters, her career took off from there. Rolling into this year’s Tokyo 2020 Olympics at the age of 13 as a fan favorite, Leal got her first medal in the sport’s inaugural appearance at the Games, winning silver in women’s street skateboarding.

To commemorate Leal’s first Olympics, Nike and Wieden + Kennedy São Paulo created ‘New Fairies’ – a Disney-esque film starring the young skateboarder.

Vote for the work here.

Netflix: A Classic Horror Story by Publicis Italy

Netflix is promoting its wealth of horror content by bringing a stalking demon to life, which silently pursues passers-by on the street.

Working in cahoots with Publicis Italy, an outsize interactive billboard has been requisitioned for the stunt, bringing people’s worst fears to life with an inevitable jump scare... just when you think you’re safe.

’A Classic Horror Story’ was conceived by Publicis Italy to play on the public’s fear of strangers, encouraging victims to be grateful that demonic horrors are restricted to works of fiction.

Vote for the work here.

Channel 4: Altogether Different by 4Creative

Channel 4 has launched ‘Altogether Different’, a brand marketing campaign that celebrates what makes the broadcaster distinct. It has been devised to remind viewers what the programmer stands for at the launch of its Future4 strategy last year.

This new film will air across Channel 4’s linear, digital and social channels and illustrates how Channel 4 celebrates difference in an entertaining, inclusive way, reflecting the diversity of the whole of the UK through a broad range of impactful public service content.

The compilation of much-loved Channel 4 shows marks an important first step of a longer-term campaign that will be followed by a conceptual campaign fronted by famous Channel 4 faces later this year.

Vote for the work here.

Durex: Freedom Day by Havas London

Durex is celebrating the closure of a Covid-19-fueled period of national chastity with a tactical billboard campaign proclaiming the word ‘freedom’ superimposed on to a condom.

Riding on the coattails of last Monday’s ‘Freedom Day’, the rallying cry leaves its underlying message to the imagination of passers-by, declaring: ‘It’s here. Enjoy it.’

Durex is drawing the protection conversation away from face masks toward condoms in a tactical advertising campaign that welcomes a return to normality for the first time since March 2020.

Vote for the work here.

Shelter: Not My Shame by Vice

Shelter, the housing and homelessness charity, has partnered with Vice Media Group to shine a light on the breadth and depth of the housing emergency and its disproportionate impact on socially and economically marginalized groups.

The partnership will see a number of documentaries and articles published over the next six months. It comes off the back of Shelter’s ‘Fight for Home’ campaign launch last month, which highlighted the staggering escalation of the housing emergency.

‘Not My Shame’ explores the transformational power of art and community activism to remove the shame, blame and social exclusion felt by young people in precarious housing situations. With the housing crisis disproportionately affecting low-income communities and people of color, the film looks at how and why these groups are subjected to the most discrimination.

Vote for the work here.

Apple: Shot on iPhone

Apple has tapped into the cuteness of our household pets in order to champion the iPhone 12’s photography chops.

The latest installment of Apple’s ‘Shot on iPhone’ campaign series features pictures of cats and dogs by photographer Jason Nocito, who employs his photogenic subjects to striking effect in order to highlight the effectiveness of Portrait Lighting.

The pet portraits convey the democratization of photography, which now places cutting-edge techniques and technology that were once the preserve of professionals in the hands of anyone holding an iPhone 12 or an iPhone 12 Pro Max.

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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