Emotion
473 articles
LOUVRE ABU DHABI | Highway Gallery | 2018
You're driving down a desert highway when the radio suddenly starts explaining Van Gogh. Outside your window: a giant "self-portrait." What Louvre Abu Dhabi pulled off was basically a free sample of an entire museum.
LEGACY BERLIN | ART BEATS HATE | 2017
"ART BEATS HATE." The title of a film made by a graffiti shop in Berlin says it all. Art beats hate. That's the whole story.
TIGO-UNE | THE PAYPHONE BANK | 2017
In Colombia, 8 million people don't have a bank account. Living on $3.5 a day, all they can do is hide their coins at home. In that country, TIGO-UNE turned payphones into banks, just as they were. The Grand Prix in Product Design wasn't given out for nothing.
Microsoft Surface | 夢中って無敵だ | 2017
In spring 2017, a web movie was released for incoming university students. Under the main line "Being Absorbed Is Invincible," it shows students chasing their dreams while working part-time jobs, students drawing on rooftops, and students running around with friends late at night.
Nescafe | The Dead Hour | 2017
Nobody listens to the radio at half past five in the morning. Nescafe in India zeroed in on exactly that "empty" hour.
JAXA | KIBO SCIENCE 360 - A Space Experiment with Google | 2017
Just assemble a single piece of cardboard, and you can become an astronaut. "KIBO SCIENCE 360," created by JAXA, Google, and Dentsu, is a project that recreates the Kibo experiment module on the ISS in VR.
Burger King | Whopper Lust | 2017
Just watching a Whopper spin around, over and over. Watch for 5 minutes, get one free coupon. 10 minutes, two. 15 minutes, three.
headspace | Reword | 2017
A red strikethrough appears before you hit send. Type something cruel, and it asks, "Are you sure you want to send that?" It's basically spellcheck for bullying. The mechanism is simple, and the aim is dead straight.
ACジャパン | ライバルは、1964年 | 2017
2016 was the year of Gen Hoshino. His song "Koi" became a massive hit through the drama "Nigeru wa Haji da ga Yaku ni Tatsu," making him the pop icon of the era. It was exactly at that moment that this AC Japan commercial aired.
Apple | iPhone X | 2017
Set to a song that sounds a bit like Buruzon Chiemi, it's just one beautiful shot of the product after another. You could call it very Apple, and leave it at that—but this ad isn't even trying to make you want to buy the thing.
Donate Life America | The World's Biggest Asshole | 2017
Coleman F. Sweeney is the biggest jerk in town. He pees while driving and tosses it out the window, shoots the neighbor's dog with a paintball gun, steals candy from kids on Halloween. But he was an organ donor.
FIAT | Love Affair | 2017
A woman pauses in front of a puddle. Stepping out of her red 124 Spider, she realizes her high heels are about to get soaked. That's when the man parked next to her, driving a 500X, lays his jacket down over the puddle. Then his shirt. Then his jeans. Until he's down to just his underwear. And then comes that scene — the woman deliberately spills her coffee. His right eyebrow twitches up in a priceless expression.
日清食品 | HUNGRY DAYS | 2017
This teaser is too cute. Eisaku Kubonouchi's illustrations are too cute. The narration is too cute too.
Brother | Next time label it | 2017
This is the over-the-top "what if you didn't have it" style of ad: show what happens without labels. You can tell where the chaos is headed the moment it starts, but it's still a lot of fun to watch.
BOOST MOBILE | Boost Your Voice | 2017
During the 2016 US presidential election, a Boost Mobile phone store became an actual polling place. It was the first time ever that a private company's store became an official polling location. The campaign was serious enough, in a not-even-a-little-funny way, that it won multiple Grand Prix at Cannes.
Lynx | 24-7 – Because you never know when | 2017
It's not just rewind. A man walks back the way he came, putting his clothes back on as he goes. Somewhere in the middle, it clicks — "oh, I see" — and your brain gets a little chill. There are plenty of ways to show love at first sight, but the ones that give you that lightbulb moment hit hardest.
GINZA SIX | メインストリート | 2017
The "full happiness mode" that Shiina Ringo sometimes shows is exploding along Ginza's Chuo Dori. A dream duet with Tortoise Matsumoto, an orchestra, dancers, balloons, magic. The 90-second film is so full of joy it feels like a musical movie, and by the end you'll want to walk Ginza's main street yourself.
ユニクロ | Because of Life, We Made LifeWear | 2017
Two strangers meet by chance at a desolate gas station. The overused phrase "it's like a scene from a movie" really does fit this footage perfectly.
Gap | Boyfriend Trousers | 2017
I found myself clapping. Claire Danes and Patrick Wilson dance and sing, and at the end, she yanks the trousers off the guy and puts them on herself to strike a pose. And it looks so, so good.
LINEモバイル | 愛と革新。 | 2017
45 seconds of Non staring silently at the camera. Kirinji's "Aliens" plays, and at the end only the words "Love and Innovation." appear. It never says the service is cheap. There's nothing else it needs to say, and that's exactly the point.
WOWOW | WOWOWに入りましょう。 | 2017
"♪Should I join the hmm-hmm-hmm~" Yuya Yagira hums to himself on a train platform, and the lyrics are so mysterious that Kasumi Arimura can't help but call out to him. I've been watching this series for a while, but thinking about it again, this really is a celebrity commercial, isn't it.
NTTドコモ | ForONEs 2017 | 2017
This commercial, released by Docomo in 2017 under the name "ForONEs," shows people taking off colorful T-shirts to portray the diversity within each individual. Take off the actor, and there's a dancer. Take off the professional boxer, and there's a single mother. Take off the doctor, and there's a patient. Everyone has multiple faces, but behind them all is just one "self." At a time when everyone and their mother was talking about diversity, this 60-second spot boldly stripped away any sense of "Docomo-ness," and that choice itself feels like a kind of resolve.
SK-II | Your Statement. Your Bottle. / Change Destiny Limited Edition | 2017
I couldn't tear my eyes away from this commercial of Haruka Ayase sprinting at full speed through a park in a hoodie and leggings. In one shot, it blew away SK-II's image as a brand for wealthy, beauty-obsessed older women.
KENZO | MY MUTANT BRAIN | 2017
In this perfume commercial, a woman shoots laser beams out of her hands. And somehow it won a Titanium Lion at Cannes. Perfume ads finally broke.
IM SWEDISH | THE HUMANIUM METAL INITIATIVE | 2017
Melt down guns, turn them into metal. That simple idea won the Grand Prix in the Innovation category at Cannes Lions in 2017. The metal, made from seized illegal firearms, is called Humanium Metal.
ADIDAS ORIGINALS | ORIGINAL IS NEVER FINISHED | 2017
What does "original" even mean? To answer that question, adidas remixed one of the most overused songs in history, Frank Sinatra's "My Way." The whole idea is ridiculous, and that's exactly why I love it.
CHILD FOCUS | Coins of Hope | 2017
The king's face stamped on a coin was replaced with the face of a missing child, and the coin was put into real circulation. Nobody noticed as they spent it—until that one coin waited for the moment someone's eyes would finally land on it.
THE BANK OF ÅLAND | ÅLAND INDEX / BALTIC SEA PROJECT | 2017
Every time you pay with your card, your CO2 emissions arrive right alongside your bill. A small Nordic bank built the world's first system to do exactly that. It won the Grand Prix in the Cyber category at Cannes Lions in 2017, and today it's used by more than 90 banks in over 40 countries.
BJÖRK | NOTGET VR | 2017
Say "a music video in VR" and you probably picture something — but this probably goes beyond it. Six minutes where the experience changes every single time you watch. This piece won the Grand Prix in the Digital Craft category at Cannes Lions 2017.
AP PUBLIC COMPANY LIMITED | The Unusual Football Field | 2017
The assumption that soccer fields have to be rectangular gets broken here with an L-shape and a zigzag. In Khlong Toei, a densely packed slum area in Bangkok, a real estate developer built soccer pitches in oddly shaped lots. The moment you see it, you think "oh, this actually works" — that's how strong the idea is.
SUNCORP | SMARTPLATES | 2017
What this insurance company built wasn't an ad — it was an app for getting your driver's license. And it actually got officially recognized as a valid record-keeping method in Australia.
SONY | GRAVITY CAT | 2017
A cat walks on walls, runs across the ceiling, and two sisters fall into the sky along with their entire apartment. For four straight minutes, I just kept asking myself, "Is this really not CGI?"
THE AMMADA TRUST | #GIVEHER5 | 2017
One by one, girls vanish from the classroom. This is the story of girls in India who miss school every time they get their period. One in five of them ends up dropping out of school for good.
ART INSTITUTE OF CHICAGO | Van Gogh's Bedrooms | 2017
You could actually spend the night in Van Gogh's Bedroom. Turning a museum exhibit into a $10-a-night Airbnb stay is a wild idea.
CHEETOS | CHEETOS MUSEUM | 2017
Finding oddly-shaped Cheetos inside the bag, then putting them on display in a museum. This ridiculous idea led to the best sales week in the brand's history.
EXPEDIA | Visit Britain | 2017
Tilt your phone north and you're in Scotland. Tilt it west and you're in Wales. A video experience where the direction you tilt decides your destination.
NETFLIX | Spanish Lessons | 2017
Scrolling through Twitter, they noticed fans all tweeting the same thing: "Watching Narcos is teaching me Spanish." So they thought — let's actually turn that into a lesson.
ITC SAVLON | Healthy Hands Chalk Sticks | 2017
Kids wrote on the blackboard with chalk, and that same chalk let them wash their hands. Here's the story of how soap reached children in rural India.
UPSIDE DOWN & INSIDE OUT - S7 AIRLINES | Upside Down & Inside Out | 2017
Shooting a music video in zero gravity — a dream OK Go had been holding onto for ten years finally came true when they crossed paths with S7 Airlines.
HEINEKEN | Gender Violence | 2017
A beer commercial lines up all the classic symbols of "manliness" — muscles, boxing, welding — then suddenly declares that how a man treats women is what truly defines him. And it's coming from a brand that's called itself "the beer for men" since 1944.
FAIRPHONE | The World's First Modular Smartphone (Fairphone 2) | 2017
A phone whose screen pops off in 20 seconds, no tools needed. In an industry where keeping a phone's insides a black box was the norm, Fairphone chose to show everything on purpose.
Channel 4 | We're The Superhumans | 2016
A mother with no arms holds her baby with her feet. Kids with prosthetic legs play soccer. A woman flies a plane with her feet. For three straight minutes, it just keeps going like this. It won the Film Grand Prix at Cannes Lions 2017, and racked up 23 million views in just four days. It hits just as hard no matter how many times you watch it.
家庭教師のトライ | Try IT はじまる | 2016
Dancing to Taylor Swift's "Shake It Off," all kinds of people shake their phones and dance along. This is the launch commercial for Try IT, a free video lesson service. Heidi, Peter, and Grandfather all dance too, in a bright, fun world.
BEAMS | TOKYO CULTURE STORY｜今夜はブギー・バック(smooth rap) in 40 YEARS OF TOKYO FASHION & MUSIC | 2016
From 1976 to 2016, a single unbroken shot races through 40 years of Tokyo in just five minutes. It's simply overwhelming.
ソフトバンク | プロポーズ | 2016
How do you capture a marriage proposal, one of life's big climactic moments? The chemistry between two distinctive actors, Mikako Ichikawa and Ryo Kase, creates an atmosphere that sticks with you in an odd way.
リクルート | 卒おめ | 2016
This is one of those classic ads I find myself watching again every year around this time. It captures that particular spring when high school seniors are finishing up, set to a wonderful Chatmonchy song, and every time I watch it, something about it hits me right in the chest.
PlayStation | できないことが、できるって、最高だ。 | 2016
"It's the best feeling, doing what you couldn't do before." This tagline gets turned into a long-form celebration of life itself. I don't think it got much buzz, but I honestly think it's pretty amazing.
Nike | Unlimited You | 2016
It starts out like your typical brand film: a warm narrator's voice, a child growing into an athlete. But the moment a gymnast rips through the "The End" logo, this ad becomes something else entirely.