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Creative Creative Works OOH

Best Ads of the Week: Apple defies gravity and Adidas transforms tomb with CGI


By Amy Houston, Senior Reporter

March 21, 2023 | 6 min read

There’s also an Ikea and Shelter collaboration that calls out the housing crisis in the UK and rum brand Captain Morgan’s collaboration with Bree Runway to get people to drink responsibly.


Apple AirPods ad / Apple

Every week, The Drum picks the top global campaigns from our creativity section.

This week, Apple enlisted Burberry directors for a gravity-defying AirPods film, Adidas transformed an ancient tomb into 3D billboard to reveal a new football kit and an AI ad that shows the devastating effects of knife crime.

Apple: Quiet the Noise by TBWA\Media Arts Lab

To promote the latest iteration of its earphones, Apple released a fantastical ad that sees people and objects float high in the sky.

Adidas: Impossible is Nothing by VertexCGI

Adidas revealed the new Saudi Arabia home football kit in a huge way and it’s got the internet talking, once again.

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Ben Kinsella Trust: Mother’s Day by M&C Saatchi and Clear Channel

In the last year, over 300 people were admitted to hospital with knife-related injuries around Mother’s Day. This outdoor campaign highlights what goes through parent’s minds when they hear the sound of an ambulance and is based on worried text exchanges between real mums and their sons.

Shelter: Real Life Roomsets

Ikea x Shelter 01

This campaign aims to reveal the dire state of the UK housing emergency and its effect on vulnerable people.

Captain Morgan: Enjoy Slow by Virtue Worldwide

Rum brand Captain Morgan unveiled its biggest responsible drinking campaign to date with an ad featuring a slowed-down version of a hit 90s song that has been reimagined by British-Ghanian singer and rapper Bree Runway.

Philips: OneBlade 360 by Dept

To bring all of its grooming features to life, Philips released four short ads that introduce a new razor. In one spot, a man is bent over trying to shave his balls as his nosey cats watch one and another shows a bearded guy struggling to decide whether to keep his facial hair or not, which leads him to do his best Hamlet impression.

Lyle’s Golden Syrup: Absolutely Golden by Elvis

Sweet treat favorite Lyle’s Golden Syrup revealed its new creative platform, which puts the focus on the rich color of its glossy product.

Schock: Home of Colorful by Saint Elmo’s Munich

This slightly bonkers ad sees Lust For Life singer Iggy Pop hiding out in a kitchen during a slightly boring party, surrounded by cartoonish creatures that are taking selfies and drinking cocktails.

Galaxy: Your Pleasure Has Promise by BBDO

Using a mixture of colorful illustrations and real footage, Galaxy (Dove in the US) highlighted the extraordinary women that work within its global cocoa-growing communities.

Interested in creative campaigns? Check out our Ad of the Day section and sign up for our Ads of the Week newsletter so you don’t miss a story.

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