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Creative Creative Works Ads of the Month

Best Ads of the Week: Dua Lipa’s whimsical walk & Lil Wayne’s Beats bonanza


By Audrey Kemp, LA Reporter

July 3, 2024 | 10 min read

There’s also a commercial for an Arby’s cult led by Kyle MacLachlan & a Cuervo ad where UFC heavyweight champion Tom Aspinall challenges shit-talkers.

dua lipa

Popstar Dua Lipa walks across a British beach in O2's new commercial / Credit: O2

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

This week, Tito’s embraced the budget-friendly vibe with a commercial for staycations, Field Roast put the ‘brat’ in bratwurst in a Charli XCX- inspired campaign and Hyundai celebrated Black culture in its 2025 Hyundai Tucson ad.

O2: Dua Lipa at Wembley Stadium by VCCP London

Hot on the heels of her Glastonbury performance, Dua Lipa takes center stage in O2’s newly released ad, reviving the iconic ‘Walk’ campaign. Remembered for featuring stars like Beyoncé and Ed Sheeran, the series returns with Lipa striding through British beach scenes on the hottest day of the year, set to her hit Houdini. This nostalgic nod to classic British holidays culminates in her dramatic arrival on stage, teasing her upcoming tour. With impeccable timing following her Glastonbury buzz, the ad not only celebrates Lipa’s star power but also taps into the allure of British nostalgia, marking a triumphant return for the ‘Walk’ series after six years.

Field Roast: Bratwurst by No Fixed Address

brat wurst

Field Roast, North America’s leading plant-based brand, has cleverly tapped into the cultural phenomenon surrounding Charli XCX’s latest album, Brat, with a vibrant marketing campaign. Embracing the album’s carefree hyper-pop vibes and minimalist aesthetic, the brand launched an attention-grabbing social media blitz and billboard in Yonge-Dundas Square during Pride weekend, positioning its bratwurst as the perfect choice for a ‘brat summer.’ Created in collaboration with creative agency No Fixed Address, the campaign successfully merged pop culture with product promotion, marking a memorable entry into the summer zeitgeist.

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St Pierre: Eat Avec Respect by Bold7

Fold7 debuts its first campaign for St Pierre, the French brioche brand, with a humorous and culturally resonant TV spot celebrating French heritage. Embracing national tropes with a self-aware twist, the ad delivers Parisian flair and wit, urging viewers to “eat chic, not tragique” in a playful yet assertive tone. Accompanied by print and digital elements featuring tearful French characters, the campaign reinforces St Pierre’s commitment to authenticity and quality, distinguishing its brioche from ordinary bread with charm and humor.

Hyundai: Everyone’s Outside by Culture Brands

Hyundai launches ‘Everyone’s Outside,’ a vibrant campaign showcasing the 2025 Hyundai Tucson’s hybrid efficiency and sleek design while celebrating cultural diversity within the Black community. Directed by Maya Table and featuring an original track by Phony Ppl, the commercial portrays a young Black woman at a gas station, highlighting the Tucson Hybrid’s practicality and community spirit. Developed in collaboration with Culture Brands, the campaign emphasizes Hyundai’s commitment to authentically representing African Americans, aiming to reconnect viewers with their communities and the outdoors through engaging, culturally resonant storytelling.

Beats by Dre: Beats Pill is Seriously Loud by Mirimar

The latest Beats By Dre commercial, crafted by Mirimar, stars rapper Lil Wayne in a comical scenario where he grapples with his hit song A Milli playing non-stop at a party hosted by LeBron James and his wife Savannah. Wayne’s frustration builds humorously as he tries to reclaim control over his music, showcasing both his acting chops and the brand’s speaker technology. This star-studded affair cleverly blends humor with celebrity appeal, ensuring a memorable ad that highlights Beats By Dre’s ability to entertain while effectively showcasing its products in everyday scenarios.

Tito’s: Staycation with Tito’s by Arts & Letters Creative Co.

Tito’s Handmade Vodka has launched the ‘Staycation with Tito’s’ campaign, capitalizing on the rising cost of living by promoting vodka-based cocktails as the perfect accompaniment to at-home vacations. Embracing the staycation trend for summer 2024, the ad presents a clever twist: portraying home as a luxurious getaway destination. Highlighting research showing a majority of Americans opting for staycations, particularly millennials and Gen Z, the campaign offers classic cocktail recipes like the Piña Couchalada and Sex on the Bed to enhance the vacation vibe at home.

Jose Cuervo: The Cuervo Challenge by Mekanism

Jose Cuervo, the best-selling tequila brand from Proximo Spirits and official sponsor of the UFC, has launched ‘The Cuervo Challenge’ with UFC interim heavyweight champion Tom Aspinall, targeting critics with a hilarious and bold campaign. Featuring Ben, Brian and Jackson – each with strong opinions on Cuervo – the campaign sets them up for a blind taste test to challenge their preconceptions. Directed by Sam Cadman in a style known for its humor and authenticity, the ad captures the moment when none of the critics correctly identify Cuervo, leading to a humorous twist where they expect to face off with Aspinall in the Octagon, only to share tequila shots with him instead. The campaign, led by creative agency Mekanism, showcases Cuervo’s playful approach to confronting perceptions and engaging its audience with memorable, real-life antics.

Arby’s: The Order of Potato Cakes by Fallon

Arby’s has launched ‘The Order of Potato Cakes,’ a whimsically surreal campaign featuring actor Kyle MacLachlan to celebrate the return of their cult-favorite potato cakes. Known for his roles in David Lynch’s films, MacLachlan lends his eccentric charm to lead fans on a quest for crispy enlightenment. The campaign, crafted by creative agency Fallon, includes mystical spots like ‘The Uncovering’ and ‘The Orientation,’ where MacLachlan passionately advocates for the beloved side dish’s revival amid glowing lights and cult-like iconography. With over 10,000 social media mentions demanding their return, Arby’s responds to fan fervor with a blend of nostalgia and quirky storytelling, accompanied by exclusive merch items to commemorate the occasion.

Tottenhammer Hotspur: Steal the Show by Rattling Stuff

Tottenham Hotspur’s latest campaign for their 2024/25 away kit, titled ‘Steal the Show,’ merges the nostalgia of vintage jerseys with the current roster of players like Micky van de Ven, Martha Thomas, Olga Ahtinen and Pedro Porro. The retro-themed film pays homage to the bold fashion of the 1980s, showcasing the distinctive style of that era while bridging the gap between older and younger fans. This clever approach not only evokes sentimentality among longtime supporters but also introduces newer generations to the iconic sportswear designs of the past, aligning with the trend of blending sports apparel with high fashion aesthetics in recent years.

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Hoka: We Are All Born To Fly by Anomaly

Hoka, the Deckers-owned running shoe and sportswear brand, this week launched its Fall 2024 campaign, ‘We Are All Born to Fly,’ in collaboration with Anomaly. Centered around the theme of freedom and the natural beauty of the French Alps, the campaign’s anthem film ‘Bird’s Eye’ showcases trail runners navigating rugged landscapes alongside a falcon. Created to evoke the exhilaration of running and the sensation of flight, the campaign builds on Hoka’s ‘Fly Human Fly’ narrative, positioning the brand as a leader in performance running. The global launch includes extensive digital, social and out-of-home placements to inspire runners worldwide with the transformative power of lightweight footwear.

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