Best Ads of the Week: CarMax’s spooky spectacle & HelloFresh simple sonic branding

This week, Shane Gillis co-wrote and starred in a Bud Light ad, Hinge’s mascot faced repeated defeats and Totino’s celebrated the wonderful weirdness that was 90s kids shows.

Moderna: Do It For You & Them by TBWA

Moderna has launched its ‘Do It For You & Them’ campaign to boost vaccination rates amid ongoing Covid-19 concerns. The campaign underscores the importance of vaccination in protecting against severe illness and mitigating the impact of Long Covid. With a focus on the emotional and practical benefits of staying up-to-date with vaccines, it highlights how vaccination can preserve everyday joys and ensure individuals are present for significant moments in their loved ones’ lives. The campaign, created by TBWA, directs audiences to Moderna’s disease education website, ForYouAndThem.com, for information and vaccine location services. It will be promoted through television, digital channels and retail partnerships.

British Airways: Doors by Uncommon

British Airways’ latest campaign, ‘Doors,’ shifts focus from the view outside the aircraft to the luxury within. Created by Uncommon, the campaign highlights the serenity and privacy of the airline’s business class seats. Through striking visuals featuring a single slit of imagery, it captures moments of tranquility – like feet up, immersive in-flight entertainment, and restful sleep – set against a backdrop of minimal white space. Accompanied by witty copy, the campaign underscores the indulgent experience of flying in business class.

Calvin Klein: Fall 2024 Campaign

Calvin Klein is continuing its tradition of bold advertising with its Fall 2024 campaign, featuring Jeremy Allen White once again. Following the viral success of their earlier campaign, the brand showcases the The Bear actor in a sunlit setting that underscores his rugged Americana charm and effortless allure – often in minimal attire. The campaign reunites much of the original creative team, including acclaimed fashion photographer Mert Alas and French editor Emmanuelle Alt. The film’s soundtrack, Crimson and Clover by The Shacks, adds a touch of vintage rock energy. Jeremy Allen White praised the collaboration, highlighting the timeless aesthetic of Calvin Klein.

Bud Light: Dean’s Office

Following the launch of Bud Light’s 2024 NFL campaign, ‘Easy to Sunday,’ the brand is ramping up its football-themed marketing with a new college football campaign featuring comedian Shane Gillis. Known for his sharp humor on Matt and Shane’s Secret Podcast, Gillis stars in a TV commercial titled ‘Dean’s Office,’ which premieres on August 31. Set in a university dean’s office, the ad humorously depicts the temptation of a cold Bud Light even in a high-stakes situation. Gillis plays “Coach Herb,” who lightens the mood as a student faces serious allegations. The campaign is co-written and co-directed by Gillis and John McKeever. Alongside the ad, Bud Light is releasing its largest-ever collection of limited-edition college team cans and offering a chance to win a trip to an away game through a QR code on the cans. The campaign will run throughout the season on NBC, ABC, ESPN and social media channels.

Hinge: The Moment I Knew by Birthday

Hinge’s latest ‘The Moment I Knew’ spot continues its ‘Designed to be Deleted’ theme, celebrating real-life love stories through five new shorts and an outdoor push. Each film depicts heartfelt moments – like a hot pot date, a cold plunge or a food market outing – showing couples realizing they’ve found their match and no longer need the app, leading to the humorous downfall of Hingie, the app’s mascot. The campaign is complemented by vibrant posters photographed by Marie Tomanova, bringing these narratives to life with simple, engaging copy.

Vuori: Body Follows the Mind: Volume 2, Featuring William Goodge

Activewear brand Vuori has unveiled the latest film in its ‘Body Follows the Mind’ campaign, titled ‘Body Follows the Mind: Volume 2, Featuring William Goodge.’ The 12-minute, 30-second short film, shot in Joshua Tree, California, follows British ultra-runner and former rugby star William Goodge on his inspiring 3,064-mile cross-country run in 55 days. Directed by Vuori’s in-house team, the film delves into Goodge’s emotional journey, revealing how running became a healing outlet following the loss of his mother to cancer in 2018. The campaign highlights how an active lifestyle can foster both physical and emotional well-being. Alongside the film, Vuori introduces new products, including the $78 Run Qualify Short and the $88 Terra Run Tee. The film is available on Vuori’s YouTube channel and Instagram, with further details on its blog.

HelloFresh: Hello Dinner, Hello Fresh

HelloFresh’s expansive new campaign, ‘Hello Dinner, Hello Fresh,’ aims to simplify weeknight dinners for busy families as kids head back to school. The centerpiece is a vibrant, 30-second ad that showcases a variety of unique families – ranging from Eurovision enthusiasts to tennis fans – navigating the HelloFresh experience from delivery to dining. This campaign, HelloFresh’s largest to date, marks its debut in sonic branding and uses innovative AI practices to create an immersive, fast-paced narrative. It’s set to appear across TV, radio, Meta, YouTube and more.

Totino’s: Start the Day the Totino’s Way by Dentsu Creative

Totino’s is embracing ’90s nostalgia with its new campaign, ‘Start the Day the Totino’s Way,’ designed to get Gen Z excited about breakfast. With recent CDC data showing that 75% of teens skip the morning meal, the General Mills brand introduces Totino’s Breakfast Snack Bites in Cheesy Chorizo Scramble and Bacon & Cheese Scramble flavors. The campaign channels the colorful and whimsical vibe of late ’80s and early ’90s children’s TV, featuring two 15-second spots, ‘Wakey Wakey’ and ‘Momstache.’ ‘Wakey Wakey’ showcases a dad and daughter enjoying breakfast with a giant puppet sun and a news segment hilariously covered in Totino’s, while ‘Momstache’ presents a teen retrieving snacks from a frozen hand, only to find his mom with a handlebar mustache made of Totino’s. Developed by Dentsu Creative US and featuring surreal touches and catchy jingles from Butter, the campaign runs across online video, streaming TV and social media.

CarMax: BeetleMax: The Way Car Buying Shouldn’t Be. by The Martin Agency

CarMax is venturing into the afterlife with its new ad campaign, ‘BeetleMax: The Way Car Buying Shouldn’t Be,’ debuting today in collaboration with Warner Bros. Pictures. This campaign celebrates the release of the highly anticipated ‘Beetlejuice Beetlejuice,’ the sequel to Tim Burton’s 1988 cult classic. Directed by Ulf Johansson, the 90-second spot features a nightmarish dealership run by Beetlejuice himself, complete with eerie Shrinkers and a twisted version of the ‘Day-O’ song. CarMax aims to showcase how car buying should not be. The campaign, created by The Martin Agency, will run through October 10 across TV, online and social media.

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