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A Week in Creative: Nike’s ‘Best Day Ever’ and Irn-Bru’s Wild West

The Drum reporter Imogen Watson rounds up the latest creative campaigns and creativity stories. Also available in your inbox every Thursday as The Drum's A Week in Creative email briefing. Sign up here.

Welcome to A Week in Creative, your one-stop shop for creative news. This is an extract from The Drum Creative Briefing, which you can subscribe to here if you’d prefer it in your inbox once a week.

Even the most habitual of Irn-Bru drinkers struggle to discern what it actually tastes like. Is it tangs of citrus or is it tutti-frutti? It is this enigma that AG Barr tries to get to the bottom of in its recent Wild West homage by The Leith Agency.

A world far away from the shores of Scotland, the ad is an irreverent cinematic mash-up that combines a barroom brawl with lashings of the famed fizzy drink for a disconcerting collision of worlds.

After England’s disappointing defeat against Italy in the Euro 2020, there was a devastating spike in online racial abuse against the footballer stars that missed their penalties. BT reacted with a video that captures the spike in online hate using an audio frequency graph. Working on two levels, the increased frequency stands in for the England flag.

ITV meanwhile took the knee with a print message of support. It led with an image of players taking the knee in a show of solidarity against racism, with the words: ‘Together we will never lose. ITV stand with England.’

Beyond football, the talk of the town has been the billionaire space race between Jeff Bezos and Richard Branson. In reaction, Branston Pickle sought to distance itself from jarring online abuse by reiterating the fact that it is not Richard Branson.

A mock public service announcement posted on Twitter sought to extricate the brand from its social media pickle, after bearing the brunt of online abuse directed at the septuagenarian billionaire over his high-profile trip to space, with many up in arms at the profligacy of a $250,000 four-minute flight of fancy.

With the Olympics just around the corner, Nike has brought out ‘Best Day Ever’, the next chapter of its Play New Campaign. The film depicted a world where anything in sport is possible.

Featuring Sha'Carri Richardson, who hit headlines recently after she received a month suspension after testing positive for marijuana, the ad speaks to the notion that we can create a better future for all athletes through the joy of movement and play.

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