Creative Creative Works Ads of the Week

Best Ads of the Week: Magnum’s summertime serenade & Sky Sports’ 3D tennis balls


By Audrey Kemp, LA Reporter

February 21, 2024 | 7 min read

There’s also a Puma ad starring A$AP Rocky and a St Tropez ad featuring Ashley Graham.

Giant tennis balls on a billboard

Sky Sports has launched a tennis channel with enormous balls / Sky Creative

Every week, The Drum picks the top global campaigns from our Creative Works. You can submit your new work here.

This week, McDonald’s France trapped people inside of an ad, VistaPrint tapped Ben Foster for a Wrexham FC spot and José Mourinho fronts a Topps UK ad for #Euro2024.

Magnum: Find Your Summer by Lola MullenLowe

Magnum has released a black and white ad campaign titled ‘Find Your Summer’ just as many people living in colder climates around the world are wishing better weather would hurry up.

As snippets of spring begin to appear, along with lighter nights and moments of sunlight, Magnum is encouraging people to take time to enjoy those little moments. In the minute-and-a-half spot, viewers see an icy city where locals are desperate for the dreary, cold months to be gone and embrace slithers of sunshine wherever they might be – the bath, at work, or even on the street. The song In the Rain by The Dramatics plays over the film. Created by Lola MullenLowe, there’s also a series of print ads to coincide with the video.

Sky Sports: New Balls, New Channel by Sky Creative

sky sports campaign

Sky Sports has launched an outdoor campaign with enormous balls throughout London to announce its new dedicated tennis channel.

The first, located in Vinegar Yard, is a bespoke billboard structure that features a tennis ball that appears to be stuck in a chain link fence. The mammoth execution measures 6.2m x 2.4m, with the ball having a diameter of 1.3m. The second stunt is an enormous 3D tennis ball tube at Pump Station, Westfield. The campaign was made in-house by Sky Creative.

McDonald’s France: Home Delivery by TBWA\Paris

McDonald’s France has released a surreal new ad featuring an array of different people who are, quite literally, stuck inside. Created by ad agency TBWA\Paris, it shows a variety of different scenarios, such as not being able to leave the house due to not having anything to wear or being tied into rehearsals for a show all day.

The premise of the short is to promote McDonald’s own delivery app, M+, and the benefits of using it. It will be running on TV and is the first part of a 360 campaign that will be released at the end of the month.

VistaPrint: Wrexham Baby Boom by Maximum Effort

On Valentine’s Day, Wrexham FC’s sponsor VistaPrint tapped former goalkeeper Ben Foster to star in a new ad conveying a curious stat from the Welsh town. As Foster shares in the film, exactly nine months ago, the birthrate in Wrexham shot up by 25%, coincidentally coinciding with the football team’s promotion. It’s something that the ex-footballer, as one of the architects of that success, feels he needs to take accountability for. “I feel kind of responsible,” he tells the camera as the scene cuts to his crucial 97th-minute penalty save against Notts County that helped his team win promotion.

The win came less than three weeks after Foster sprang out of retirement to rejoin the club, cementing his status as a cult hero. The ad was made by Ryan Reynolds’s agency Maximum Effort. The actor also co-owns the football club with Rob McElhenney.

Topps UK: José Mourinho Takes over the Topps Office for #Euro2024 by Jung von Matt Sports

‘The Special One’ stars in a three-part video series launching the collectibles company’s Uefa Euro 2024 stickers and cards. As excitement for the 2024 Uefa Euros tournament increases, collectibles company Topps has launched a new ad campaign featuring brand ambassador José Mourinho.

In the spot, viewers see the Portuguese football manager enter the Topps office and mingle with the workers there, including a rather excitable employee called Juan. Launching across the brand’s social media channels, the new three-part campaign will be rolled out in the run-up to the sporting event, promoting the Topps’ official Uefa stickers, trading cards and collectibles.

St Tropez: Golden is Ours by Fold7

Model and presenter Ashley Graham shows off her golden glow in a new spot for fake tan brand St Tropez. In the ad, the Pretty Big Deal podcast host is seen in a pool, where the camera pans in close to her sun-kissed skin.

Photography and directing duo The Masons, known for their work with brands including Pandora and Stella McCartney, were behind the camera and their use of natural light and celebration of skin’s inherent textures imbue the visuals with an ultra-luxurious aesthetic. The new spot is agency Fold7’s debut work for the tanning brand, having won the account without a pitch due to its established relationship with parent company PZ Cussons.

Puma: A$AP Rocky Meets Mostro

Rapper A$AP Rocky stars in, narrates and directs a new film noir-style ad for Puma. In the black and white spot, he laughs at a mysterious creature on TV as a pot of coffee boils over on the stove, the spilled coffee then taking form and sliding its way toward the Fashion Killa singer, creeping up behind and attacking him.

The ad draws comparisons to directors like David Lynch or Orson Welles, both known for their dark, surreal and distinctive films. A$AP Rocky was named as Puma’s creative director in October last year for its F1 partnership. His long-time girlfriend, Rihanna, has also had a close relationship with the sports company over the years with the Fenty x Puma line.

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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