Best Ads of the Week: An all-American tourism campaign and Bacardí’s hip-hop homage
Bacardí honors 50 years of hip-hop / Bacardí
Every week, The Drum picks the top global campaigns from our Creative Works. You can submit your new work here.
Bacardí: 50 Years of hip-hop by Paramount Brand Studios & 305 Films
A nostalgic spot starring hip-hop pioneer DJ Premier and current hit-maker Don Toliver celebrates hip-hop’s evolution and its relationship with Bacardí rum. The spot premiered during the 2023 MTV Video Music Awards (VMAs) and takes viewers on a time-traveling journey from the 1980s to the present day, chronicling hip-hop’s rise to popularity. It also illustrates Bacardí’s enduring legacy within the genre through its most memorable music mentions, from Run DMC’s 80s classic, You Be Illin, to Don Toliver’s 2020 smash hit, After Party.
Tesco: Makes Fashion Sense by BBH
A new ad for Tesco’s in-house clothing line F&F introduces consumers to the brand’s new creative platform, which does away with Tesco’s usual value and location-based communication and opts instead for a more curated, style-focused approach. As the spot begins, it initially mimics a stereotypical high fashion aesthetic featuring beautiful models and stunning backdrops. But, as the protagonists run toward each other, finally meeting in a loving embrace, the joke becomes clear.
Brand USA: USA Through Film by BBC StoryWorks
Featuring Mary Steenburgen, Yaya DaCosta and Jordana Spiro, ‘USA Through Film’ beckons global citizens to visit America. The initiative is set to inspire individuals from around the world to explore the diverse landscapes and vibrant culture of the United States. It comprises seven captivating videos.
O2: Wear la Rose by VCCP London
As a sponsor of England Rugby, O2 is celebrating the fans with a one-of-a-kind piece of artwork created by award-winning Canadian artist Vincent McIndoe. Titled ‘Wear la Rose,’ the huge picture comes as England prepares to play some of the best teams in the Rugby World Cup in France.
The project was created in collaboration with agency VCCP London, alongside global content production studio, Girl&Bear and digital innovation company Bernadette.
Zoom: Zooooooooooom by Maximum Effort
In a new video spot titled ’More than Zoom,’ software company Zoom celebrates its growth from a video conferencing service to a multifaceted collaboration platform by extending its name to Zooooooooooom. Announcing the news is the iconic football commentator Andrés Cantor, known for his celebratory on-air elongation of the word ’goal.’
The new ad highlights a litany of Zoom products, including Zoom Scheduler, Whiteboard and Team Chat. It also mentions Zoom’s new AI Companion, a feature announced today and described on the company’s website as a “generative AI digital assistant.” AI Companion will soon be available across Zoom’s suite of products.
Kia: Tilt-proof challenge by Innocean Berlin
As the main partner of the League of Legends EMEA Championship, car manufacturer Kia is keeping esports fans on their toes with its new ’Tilt-Proof Challenge.’
Players who dare to take part have one seemingly simple rule to follow: stay calm as the car speeds across a racetrack. Yikes. If they lose their cool – or ’tilt,’ as gamers might say – they walk away with nothing. The entertaining piece of content is a social-first campaign intended to promote the brand’s latest Facial Analysis app that tracks any participant’s minor emotional reaction, combined with a heart rate monitor and pulse oximeter.
NBC: Olympics Promo
NFL Hall of Famer Peyton Manning is lending his comedic touch to NBC’s promo for its coverage of the Paris Olympics next year. In the ad, viewers see ‘The Sheriff’ present his out-of-the-box ideas for the commercial to a boardroom of stern-looking, suit-wearing professionals.
The spot made its debut on the Today Show and is the work of Manning’s Omaha Productions company, which was founded in 2020.
Heinz: Ketchup-colored Paint by Lick
Over the last few years, Heinz has made its mark in the brand collaboration space. Just this year, it capitalized on the infamous Gigi Hadid vodka pasta recipe that was doing the round on socials by partnering with none other than Absolut. Now, the recognizable color of Heinz ketchup is available in paint form.
For a limited time, people can purchase made-to-order tins of Heinz red, thanks to the brand partnership with paint brand Lick.
Samsung: Size Matters by Animal
To launch the latest Galaxy Z Flip5 device (and taunt Apple), Samsung wanted to showcase that its phone takes up way less pocket space than an iPhone. To do so, Stockholm-based agency Animal created a black and white billboard to tout some ‘big news.’ Placed around the Swedish capital, one of the billboards initially draws attention with black and white typography and a rectangular corner feature that reads ‘for small pockets.’ Another execution on public transport sees a direct comparison between the two rival companies.
Rolling Stones: Angry by Riff Raff
Angry is the Rolling Stones’ first single in 17 years. Its music video features actor Sidney Sweeney, while behind the camera are film director Francois Rousselet and creative agency Riff Raff.
To mark the moment in a unique way, the team conjured up an out-of-home activation that brings The Stones to life using archive footage from live gigs, old videos and album iconography. Each scene would be placed on top of a sun-soaked billboard while Sweeney rides in a vintage car singing along.
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