Emotion
314 articles
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.
HYUNDAI | COQUÍ ALARMED | 2026
Puerto Rico's car theft alarm sound turned out to be the call of the island's beloved frog. Once people realized it had been quietly borrowed, they were not happy about it.
PEDIGREE | CARAMELO | 2026
There's an ad that went as far as genetic research to create a "breed" for mixed-breed dogs with no official pedigree certificate. Its name: Caramelo. That brown mixed-breed dog you see on streets all over Brazil.
WISŁA KRAKÓW FOOTBALL CLUB | LUCKY FAN INDEX | 2026
The idea that fans bring their team luck is just superstition. But a Polish football club decided to take that superstition seriously and actually turn it into a number.
OREO | OREO COWS | 2026
A black-and-white photo of a cow that looks like nothing but an Oreo. A hundred years of what the brand has been saying, wrapped up in a single image.
DE’LONGHI | Tiny Coffee Shops | 2026
From the small coffee shops in a tiny little town, the smell of real coffee drifts out. Everything is miniature, except the scent, which is full size.
ADIDAS | Original Forever | 2026
The Gallagher brothers, who hadn't appeared together in more than ten years, showed up side by side on screen. What made it happen wasn't even the news that the band was reforming—it was an adidas ad.
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.
HEINEKEN | COULD HAVE BEEN A HEINEKEN | 2026
Forward a voice message longer than 3 minutes, and it turns into a free beer. Riffing on the old "this could have been an email" complaint about meetings, Heineken came up with its own version: "this could have been a beer."
HEINZ | LOOK FAMILIAR? | 2026
Fry boxes around the world turn out to be shaped exactly like the Heinz logo. Nobody ever pointed this out, but once you see it, you can't unsee it.
ABRADEE | SEARCHING FOR BIRDS ON WIRES | 2026
Someone read the positions of birds perched on power lines as if they were musical notes. It's an ad for an electric company, but the only stars are utility poles and birds. That's it.
LEGO | EVERYONE WANTS A PIECE | 2026
Ronaldo and Messi sharing the same screen is already a big deal on its own. But the real stars of this campaign weren't the players themselves — they were AI editors all over the world.
INDIAN RAILWAYS | Lucky Yatra | 2025
Fare-dodging was costing Indian Railways $800 million a year. Their answer wasn't tougher enforcement. It was turning tickets into lottery tickets.
THE NEW ZEALAND HERPES FOUNDATION | THE BEST PLACE TO HAVE HERPES | 2025
A former All Blacks coach says it with total sincerity: sheep numbers are down, meat pies are pricier, and the only way left to restore the country's pride is to become number one in the world at herpes. By the time this thing picked up two Grand Prix at Cannes Lions, it was official — this story is not sane.
MERCADO LIVRE | CALL OF DISCOUNTS | 2025
You're watching a game stream, and suddenly Neymar is a chair. More precisely, it's time to find the Neymar disguised as a chair, and however long it takes to find him decides how big the discount on that chair gets. It sounds completely absurd, but the results actually followed through.
BUDWEISER | ONE SECOND ADS | 2025
The very first note is all it takes to know the song. That feeling every music fan has was turned straight into an ad. Budweiser's "ONE SECOND ADS," an ad from Brazil, won the Grand Prix in the Audio & Radio category at Cannes Lions 2025.
PARIS 2024 | Olympic Games Opening Ceremony | 2025
No stadium for the opening ceremony. Instead, the stage was 6 kilometers of the Seine River. On 7/26/2024, the athletes traveled down the river on 160 boats. 300,000 people stood along the banks, and 1.5 billion were watching on TV.
Vaseline | Vaseline Verified | 2025
A project that took all 3.5 million ways people use Vaseline on social media and tested every single one in a lab. The first time Vaseline has done anything like this in 155 years, and it won a Titanium Lion at Cannes.
Nikka Whisky | No Labels | 2025
They peeled the labels off the bottles. And they peeled the assumptions off people, too. That's the moment whisky became a way of living.
Battleground Mobile India | The Great In-Game Wedding | 2025
Meet in the game, marry in the game. On BGMI's battleground Pochinki, a couple held a real three-day Indian wedding, complete with Mehendi, Sangeet and Phere. Two hundred million people watched what became "India's Biggest In-Game Wedding."
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.
Virgin Media O2 | Daisy vs Scammers | 2025
Meet Daisy, a 78-year-old AI grandma built for one job only: keeping scammers on the line as long as possible. She loves knitting, talking about her cat, and never, ever hanging up.
Mountain Dew | Play the Dew | 2025
Just by saying "DEW," you can make gunfire, engine roars, explosions — pretty much any sound a game needs. A brand name that doubles as a sound effect? It almost feels too good to be true.
PlayStation | Project: MEMORY CARD | 2025
For PlayStation's 30th anniversary, the star wasn't the brand—it was players' memories. 26,000 submissions became a single song, thanks to YOASOBI.
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.
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.
MCDONALD’S | WINTER TAKES ON COLORS | 2025
A McDonald's restaurant turned into one giant coloring book. What happens when you hand customers the power to add color during Poland's long winter?
WAITROSE & PARTNERS | Sweet Suspicion: A Deliciously Festive Whodunnit | 2025
The star dessert at Christmas dinner has vanished. Every member of the family is a suspect. With Succession's Matthew Macfadyen and Fleabag's Sian Clifford in the cast — an unlikely lineup for a supermarket ad — Waitrose pulled off a surprising two-part mystery.
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.
カップヌードル | ラクサ食べてよ | 2024
That buzz cut really caught me off guard. This commercial turns MAISONdes' song "Show Me Your Phone" into a parody, with an illustrated girl getting so hooked on laksa that she turns into a Cup Noodle-shaped buzz-cut man. The gap between that cute art style and what happens is intense!
ERRATA AT 88 - | Errata at 88 | 2024
In 1962, a legendary concert at Carnegie Hall introduced bossa nova to the world. One of its founders, Alaíde Costa, wasn't on that stage. Now 88 years old, she finally got to stand there.
花王 メリット | 家族と愛とメリット | 2024
The concept and art direction here are just incredible. You can really feel a great team meeting a great client. I ended up buying Merit shampoo, hook, line, and sinker.
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.
SYDNEY OPERA HOUSE | Play It Safe | 2024
This isn't an ad for condoms. It's a movie made for the Sydney Opera House's 50th anniversary. The title is "Play It Safe," and the lyrics Tim Minchin sings are all about "don't take risks, let's play it safe" — yet the footage thoroughly celebrates "dangerous creativity." That irony works incredibly well.
SPECSAVERS | THE MISHEARD VERSION | 2024
They had Rick Astley re-record "Never Gonna Give You Up" with the lyrics deliberately swapped for commonly misheard versions, then released it with no explanation at all. It got 20 million plays in 8 hours. At Cannes it won six Lions and two Grand Prix. It was the first time a PR agency had won the PR Lions Grand Prix on its own.
LOEWE | LOEWE x Suna Fujita | 2024
A husband-and-wife pottery studio in a small town in Kyoto, and LOEWE, the Spanish luxury brand. This pairing won the first-ever Grand Prix in the Luxury & Lifestyle category in Cannes Lions history.
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.
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.
KRUNGSRI FIRST CHOICE | WHAT THE FAST! | 2024
Making up with a partner. Talking your dad into something. Apologizing to your boss. The most awkward conversations in life, wrapped up in the split second two motorbikes pass each other. Three 15-second films built on that idea won a Gold Lion at Cannes Lions.
ASDRA | ABSURD PROMISES | 2024
During Argentina's 2023 presidential election, candidates were making grand, nearly impossible promises, but not one of them said a word about people with disabilities. People with Down syndrome, in particular, were bound by an absurd law: even though their genetic condition never changes, they had to renew their disability certificate every single year or lose their rights. To expose this contradiction, VML and ASDRA started tweeting a certain index in real time during a live presidential debate.
SANDOZ DEUTSCHLAND | OTTER | 2024
The radio ad "OTTER" was written by two interns who hadn't even gotten used to their business cards yet. And the subject matter? Poop jokes. Somehow it won a Gold Lion at Cannes.
日本マクドナルド | 特別じゃない、しあわせな時間。 | 2024
No dialogue, 20 seconds long, and just the folk song "Akatonbo" playing. That's all there is to this video—and it's been watched over 100 million times worldwide. Nothing really happens, yet something about it hits you. That's the kind of ad this is.
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.
SKINNY | Phone It In | 2023
No ad budget? Then let amateurs make the ad. Even better, let your competitor's customers make it. The fact that this kind of shameless move can win the Cannes Lions Grand Prix just goes to show how interesting the world is.
日清食品 | カップヌードル 担担 ザクザクコリコリ | 2023
Kinnikun comes bursting out of a swamp shouting "Tantaaan!" In his hands, a giant "Cup Noodle Tantan" — and as he charges forward he thrusts his hips while yelling "Zakuzaku! Korikori!" It's a spot-on parody of a legendary commercial from the 1990s, and people in their forties reacted to it all at once.
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.
東京ガス | 母の推し活 | 2023
There are a few ad series I look forward to every year, wondering "what will they do this time" — and Tokyo Gas's brand ads are one of them. Their "Family Bonds" series, running since 2008, has delivered one gut-punch after another straight to the Japanese heart, starting with the famous "Lunchbox Email" spot. I admire their work. The 2023 entry, "Mom's Fan Life," tells in 90 seconds the story of a mother who falls for a K-pop idol thirty years younger than her and watches her life open up as a result. It became a huge hit, racking up over 5 million views on Twitter within three days. This time, though, I found myself thinking "it's good, but..."