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UBER EATS | BUILD YOUR OWN SUPER BOWL COMMERCIAL | 2026
A 60-second commercial got broken apart by users into 16,500,000 seconds worth of "your own personal commercial." They basically made people build a commercial the same way they'd build a salad.
CLAUDE | A Time and a Place | 2026
Claude bought up the Super Bowl, advertising's biggest piece of prime real estate, to argue that "ads shouldn't be everywhere." That's contradictory. But that contradiction was exactly the point.
VIRGINIA GIUFFRE | THE LEGACY OF VIRGINIA GIUFFRE | 2026
An ad that isn't an ad won the biggest prize at the world's largest advertising festival. Zero budget, no film—just articles and interviews. This is the story of one PR person who carried on her late client's fight for a full year.
COINBASE | Your Way Out | 2026
During the live broadcast of the Academy Awards, the screen was interrupted by a blocky, low-poly town. As NPCs wander back and forth, one man struggles to break free from the system and runs toward reality. This has zero CGI. It's all live action.
APPLE TV | APPLE TV REBRAND | 2026
In an era when anything can be made easily with CGI, they went out of their way to shoot it with glass, light, and lenses. Apple TV's new logo film is, in fact, entirely captured through real optical photography.
NOVARTIS | RELAX YOUR TIGHT END | 2026
Who knew the football position "tight end" could be turned into a health awareness message? That tightness in your chest might actually be your heart.
CLASH ROYALE | COPYCATS WELCOME | 2026
The experience points people earned in knockoff games just turned into rewards from the real thing. Instead of suing, they welcomed them in.
COLUMBIA SPORTSWEAR | Expedition Impossible | 2026
Find the edge of the earth, and the CEO will hand you the entire company. He said it straight-faced, dead serious, and even put it in a newspaper ad.
AUTISM SOCIETY | Language of Bedwetting | 2026
There was no word to explain bedwetting in any AAC app in the world. Noticing this gap, this campaign went ahead and built an entirely new "language" out of more than 100 symbols.
DOVE | Real Beauty Redefined for the AI Era | 2025
20 years ago, Dove fought against the idea of "beauty" in advertising. This time, the enemy is AI. The "beautiful women" that generative AI spits out turned out to be the same narrow, mostly white, thin ideal all over again. What Dove did this time wasn't complain—it was re-educate the algorithm.
L’OREAL | THE FINAL COPY OF ILON SPECHT | 2025
A 17-minute documentary that changes a life. Or, to be precise, it's an experience of watching a life that already *was* changed, forever. In 1971, a 23-year-old copywriter wrote four words that are still used around the world more than 50 years later. A film recording the words she spoke at the very end of her life just won the Grand Prix in the Film category at Cannes Lions 2025. This is a story about advertising. And it isn't. It's a story about a human being.
DOVE | Real Beauty: How a Soap Brand Created a Global Self-Esteem Movement | 2025
An ad for soap has spent 20 years picking a fight with the definition of "beautiful." In 2025, it won three Grand Prix at Cannes. This isn't really an ad campaign anymore—it's bigger than that.
GODADDY | Act Like You Know | 2025
For its Super Bowl comeback after eight years away, GoDaddy didn't go for shock value or crude jokes. Instead, it turned the quiet anxiety of "faking it till you make it" into something genuinely funny.
APPLE | AirPods Pro 2 Hearing Aid Feature | 2025
Earbuds became an FDA-cleared hearing aid. What's interesting is that it's the product itself winning the award, not an ad.
Nike | So Win | 2025
After 27 years away, Nike returned to Super Bowl advertising, and this time it lined up some of today's top women athletes: Caitlin Clark, Sha'Carri Richardson, A'ja Wilson, and more. The line: "You can't win. So win."
Duolingo | Duo's Death / Revive Duo | 2025
On February 11, 2025, Duolingo's green owl died. X's for eyes, tongue lolling out. Normally, killing off your own mascot would be a PR disaster. But this was actually the start of a "resurrection" that racked up 1.7 billion impressions.
Chicago Deaf Society | Caption with Intention | 2025
From 1971 to 2025, captions were always white. Nobody ever questioned it. Learning this story, I felt ashamed of my own lazy thinking.
Apple TV+ | Severance Grand Central Activation | 2025
In January 2025, a glass box appeared at Grand Central Terminal. Inside were the cast of Severance. Right in the middle of rush-hour commuting, the show's office had suddenly materialized in real life.
THE RITZ-CARLTON | LATE CHECKOUT: A RITZ-CARLTON STORY | 2025
A four-minute short film made without an ad agency beat out Prada and Tiffany to win Gold in the Luxury category at Cannes. The budget was under $1 million. It was made by just three parties: the hotel brand, a streetwear label, and a production company.
Anthropic | Keep Thinking | 2025
Anthropic ran its first-ever TV ad. The company is growing fast in the business AI world, but barely anyone outside that world knows its name. So the message it chose was: "Keep thinking."
Apple | Shot on iPhone | 2025
"Shot on iPhone" started out as a camera ad for the iPhone 6s and has now run for 10 years, winning the Grand Prix at Cannes Lions in 2025. It's a textbook example of a long-running brand campaign.
HYUNDAI | TREE CORRESPONDENTS | 2025
Giving trees a voice sounds like a clever idea right off the bat. But what they actually did was the opposite: they simply made it possible for humans to hear what trees were already saying. Deforestation is one of the causes of global warming, yet it only gets 5% of climate coverage. So they made trees into "correspondents."
TIDE | Collateral Stain Stories | 2025
To prove it had the strongest detergent around, Tide went looking for the toughest stains out there—and ended up at Marvel. But instead of targeting the heroes, they went after the people in the background who get messed up right alongside them.
ROCKET | Own the Dream | 2025
The moment the Super Bowl commercial ended, 65,000 people in the stadium started singing. Millions of people watching on TV hummed along too. It wasn't the commercial, and it wasn't the halftime show—it was a 15-second live singalong that slipped right into the broadcast. Both the NFL and FOX had initially said it couldn't be done.
MASTERCARD | ABRACADABRA: FROM FAN TO FEATURED | 2025
Mastercard turned the music video for Lady Gaga's first new single in five years into the world's biggest audition. The star of the show wasn't Gaga — it was her fans.
SPOTIFY | Spreadbeats | 2024
Try to imagine the moment someone first came up with the idea of making a 4-minute music video in Excel. Somebody definitely laughed and said "that's insane." But that insane idea went on to win a Grand Prix. That's what advertising can be.
Coca-Cola | 2024
Coca-Cola's logo, drawn in the shape of a crushed can. A campaign that boldly crushed the logo everyone assumes is untouchable won the Grand Prix in the Print & Publishing category at Cannes Lions 2024.
Stella Artois | 2024
No face. No name. Just a tattooed hand. And yet, fans could tell instantly who it belonged to: David Beckham. Here's the clever twist Stella Artois pulled on celebrity advertising.
Stella Artois | 2024
A campaign by Stella Artois and GUT Miami called "The Most Famous 6-Pack Model," which won a Gold Lion at Cannes Lions 2024.
CERAVE | Michael CeraVe | 2024
Roping in an actor whose name just happens to sound similar, growing fake news across the whole country for three weeks, then revealing the truth at the Super Bowl. This is completely unhinged (the highest compliment). The client, Michael Cera, and the 450 influencers who jumped on board - everyone involved is out of their minds.
HEINZ | IT HAS TO BE HEINZ | 2024
Ask an AI to draw ketchup, and a Heinz bottle shows up on its own. Ask a person, same result. Behind the scenes at restaurants, fake ketchup gets refilled into Heinz bottles. The work that spent five years collecting proof of this blindingly obvious fact won the Creative Effectiveness Grand Prix at Cannes in 2024.
Coca-Cola | 2024
In bodegas and small shops around the world, owners have been painting their own versions of the Coca-Cola logo. Instead of telling them to fix it, the brand officially celebrated it.
DEGIRO & UN WOMEN | Pink Chip | 2024
When a woman becomes CEO, the stock price drops 2 to 3%. According to Harvard researchers, the reason is bias against women. Even though companies led by women perform better in both earnings and stock performance, the stock still falls. A tool was created to fight back against this contradiction with data.
APPLE | Fuzzy Feelings | 2024
I was on the verge of tears for the whole four minutes. When stop-motion and live action melted together and George Harrison's "Isn't It a Pity" started playing, I was completely gone.
APPLE | RELAX, IT'S IPHONE: R.I.P. LEON | 2023
The lizard you're watching isn't moving. Worst case scenario, it's dead... wait, it's alive! That thirty-second swing from despair to joy lines up perfectly with iOS 16's "undo send" message feature.
PGLANG | WE CRY TOGETHER | 2023
A six-minute film that won the Grand Prix in Film Craft at Cannes in 2023. Kendrick Lamar and Taylour Paige play a couple in a brutal argument. It was shot in a single take, with live vocals, in March 2020. The intensity makes you forget to breathe the whole time you're watching. This is less an "ad" than a "work" — but at the same time, it's also the piece that showed the world the overwhelming filmmaking craft of pgLang, the creative company Kendrick and his partner Dave Free launched in 2020.
APPLE | THE GREATEST | 2023
Seven people with disabilities drive a car, check the color of their clothes, and just go about their day, all using iPhone. That's it, that's the whole film. And it swept the Emmys, the Cannes Grand Prix, D&AD, and One Club Best in Show. The amazing part isn't the advertising. It's the people in it.
Coors Light | Coors Lights Out | 2023
In August 2023, a foul ball from Shohei Ohtani smashed an LED module on a Coors Light sign at Citi Field. A black dot of missing pixels appeared right above the can. Normally this would end with a quiet "sorry, we'll fix it," but Rethink turned it into a commemorative can recreating that black square — released just 48 hours later. It's reaction marketing at its finest.
EUROFARMA | SCROLLING THERAPY | 2023
Parkinson's disease slowly erases facial expressions. People lose the ability to smile, to look surprised. But this app turns the scrolling time everyone already wastes every day into a tool for getting those muscles back.
MEMORIAL SLOAN KETTERING CANCER CENTER | Working with Cancer | 2023
We're living in an age where one in two people will be diagnosed with cancer in their lifetime. But what's truly frightening might not be the disease itself—it's being found out at work. The fear of losing your job gets tangled up with the fear of losing your life.
DOORDASH | Self-Love Bouquet | 2023
Eleven roses arrive for Valentine's Day, and the 12th is "Rose™" — the rose-shaped sex toy that went viral on TikTok. DoorDash slipped it into bouquets and sold them. They sold out in three days and won the Grand Prix in PR at Cannes Lions.
MICHELOB ULTRA | DREAMCASTER | 2023
Cameron Black was born blind, but he had one dream: to call an NBA game. Michelob Ultra spent a year making that dream actually come true.
GORILLAZ | Gorillaz Presents | 2023
In December 2022, something impossible appeared over Times Square and Piccadilly Circus. A four-person band dozens of meters tall, playing music on top of the buildings. Only visible if you held up your phone. A band that doesn't exist was, unmistakably, right there.
NIKE | Footballverse | 2023
This is the answer NIKE gave to "who is the greatest player of all time." In a secret research lab in Switzerland, Ronaldinho, CR7, and Mbappé clash across time and space over four and a half minutes. The conclusion: "the best is yet to come." Simple, but powerful.
INTEL | CERTIFIED HUMAN | 2023
A technology that can expose a deepfake in an instant, just by looking at the blood flow in someone's face. Intel turned this into a real ad campaign.
POLYCAM X UNESCO | BACKUP UKRAINE | 2022
In 2022, Russian bombing threatened to wipe out not just lives in Ukraine, but also the sculptures and churches that had watched over its cities for centuries. So creators from the ad industry came up with an idea: turn the smartphone everyone already owns into a tool for protecting cultural treasures.
HUMANE SOCIETY INTERNATIONAL | SAVE RALPH | 2022
Ralph the rabbit can't see out of one eye. He's deaf in one ear. His back is scarred with chemical burns. And yet he talks proudly about his job as a "tester." This four-minute stop-motion film has been watched more than 150 million times around the world — and it moved Mexico to act.
APPLE | Escape from the Office | 2022
A 9-minute ad. Apple made one in 2022, and it even won the Film Grand Prix at Cannes. It's now in MoMA's permanent collection, too. I watched the whole 9 minutes, start to finish.