Emotion
283 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.
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.
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.
TOO GOOD | PAID SICK LEAVE FOR COWS | 2026
Sick leave for cows. I laughed when I first heard it. But by the time I stopped laughing, I realized this is a seriously important idea.
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.
UVA APP | UVA UVA BOMBÓN | 2026
The moment one line of lyrics played during the Super Bowl halftime show, the entire app flipped into a $1 sale. A store that only opens the instant a song plays — can you really pull that off?
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.
SKF | THE FAROE ISLANDS SPACE PROGRAM | 2026
A bearing maker announced a plan to colonize Mars. Except the stage isn't actually Mars—it's the Faroe Islands. But the fact that they're so dead serious about it is irresistible.
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.
KITKAT | THE KITKAT HEIST | 2026
A truck loaded with KITKAT really did go missing. Instead of covering up the kind of accident brands usually hide, the brand decided to put it all out in the open.
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.
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.
WIKIFARMER | The Wedding Rice | 2026
At more than 50,000 weddings a year in Greece, rice gets thrown at the bride and groom. Did you know that rice used to be rice that was perfectly edible, but got thrown away instead?
MERCADO LIVRE | FIELD BARCODE | 2026
Just mowing a soccer field's grass became an ad. The sheer power of the idea—that you could scan it right through the TV broadcast and go shopping—is wild.
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.
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.
ON | Shape of Dreams | 2026
Instead of showing the finished product, this ad shows the moment it's being born. Inside Zendaya's head is a "Dream Lab" where the shapes of clothes and shoes keep warping and shifting for three minutes straight. Directed by Spike Jonze.
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.
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.
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.
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.
IKEA | HIDDEN TAGS | 2025
IKEA furniture has a hidden tag that disappears once it's assembled. On it: the manufacturing date. From that one fact alone, IKEA pulled off a treasure hunt that got all of Portugal involved.
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.
Haraku Ramen | One Noodle | 2025
3.5 meters. That's the length of a single noodle. When I heard it described as "a noodle designed so you never have to hit pause," I couldn't help but laugh. This is a genuine love letter to gamers from an Indonesian ramen shop.
HERTOG JAN | DON'T DRINK HERTOG JAN | 2025
A beer brand telling people "don't drink." On paper, that sounds like career suicide. But it's exactly what put this brand at the top of the Dutch market.
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.
RCN/PRIME | FICTIONAL INSURANCE | 2025
When a soap opera character gets into an accident, they're never insured. It's such an obvious gap that nobody thinks about it. A campaign out of Colombia let viewers take out insurance on their favorite characters.
THE RING | THE 4TH JUDGE | 2025
An AI scored a boxing match, and the result was Tyson Fury cursing it out live on air. This wasn't just a tech demo — it was a challenge to a rule that had stood for 100 years: that three humans decide who wins.
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!
MOVISTAR | THIS IS NOT A GAME | 2024
The person on the other side of the screen might not be a friend. A video that looks like a kids' game walkthrough but keeps telling a horrifying story the whole time.
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.
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.
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.
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.
富士フイルム アスタリフト | 列車のふたり ナノテクノロジー | 2023
What happens when you bring a story into a cosmetics commercial? This ad feels like an experiment in just that. Aoi Miyazaki, disguised in a trench coat, sunglasses, and a blonde wig, jumps onto a train. Masaki Okada, claiming he's "come from the future," launches into an endless explanation of nanotechnology. Seiko Matsuda's "Red Sweet Pea" plays in the background, and in an atmosphere that can't quite decide if it's serious or comic, the two set off on a strange journey together.
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.
ＡCジャパン | 寛容ラップ | 2023
At a convenience store checkout, an old woman fumbles through her coins. A tough-looking rapper starts stomping his foot. Uh oh, you think, bracing for trouble—then he grabs an ice cream bar like a microphone and starts rapping: "Nobody's mad at you. Take all the time you need." A rap battle with no disses—now that's an invention.
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.
NOBLEX/ PARAMOUNT+ | THE CEO (El Gerente) | 2023
A promotion from 2017 turned into a 105-minute movie six years later, got a theatrical release, and won Gold at Cannes. It's the kind of thing that gives you goosebumps just thinking that it actually happened.
MIXI | 生徒指導篇／闇の神殿篇／保冷剤篇／公園篇／友達の兄篇／起床篇／父篇／年越し篇 | 2023
Just lining up the titles already makes you curious about what this ad could be. What on earth is the "Temple of Darkness" episode? And the "Ice Pack" episode has me curious too.
奇譚クラブ | カプセルトイの歴史 | 2022
A caption reading "Provided by the National Broadcasting Network" opens the video. Ancient times when capsule toys were sacred rituals, modern times when they were weapons, and a future where they rule humanity with a will of their own. A three-part series running over 15 minutes, and every bit of it is a lie.
COINBASE | Less Talk, More Bitcoin | 2022
Just a QR code bouncing around the screen, for 60 seconds. No celebrities, no narration, no product explanation. At the Super Bowl, the pinnacle of advertising, Coinbase chose to do "nothing."
APPLE | Detectives | 2022
In the background of the shot, a blurry detective cries out, "Why am I the only one out of focus?" His partner replies, "Because the camera focuses on the lead." That exchange alone is enough to win you over.
UNDER ARMOUR | THE FIRST META SNEAKER (Genesis Curry Flow) | 2022
Stephen Curry set a world record for three-pointers. Under Armour wanted to prepare a commemorative sneaker. But they couldn't make one.
サントリーホールディングス | BOSS|ゴジラ『青き日の衝撃』篇 | 2022
Using about 2,500 dominoes, this ad tells the whole story behind the birth of the monster movie "Godzilla." Before any explanation, just watch the dominoes fall.
BMW | NOTHING BUT SHEER JOY | 2022
Chinese Lunar New Year ads have a go-to formula: a long, tearjerking drama about family reunions. In 2022, BMW threw that formula out completely. Ninety seconds, relentlessly upbeat, without a single tear. Choosing not to make people cry actually takes real nerve.