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16 articles
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.
カロリーメイト | My Way | 2020
The song and the sound effects here are just amazing. Listening to them yanks you straight back to that time in your life. Which tells you something: those sounds don't really exist (much) in the adult world.
BURGER KING | CONFUSING TIMES | 2020
2020 was a year when everyone felt confused. Burger King made a radio ad that put that exact feeling of confusion into words—things like catching a sneeze with your elbow, then high-fiving with that same elbow. And the twist is, it was actually an ad for the Impossible Whopper, which tastes like meat but isn't meat. Presenting confusion as confusion, honestly, turned out to be the most honest approach of all.
Nike | Dream Crazier | 2019
This 90-second spot, narrated by Serena Williams, aired during the 2019 Oscars broadcast. No new technology, no imagery you hadn't seen before—and yet it became one of the defining ads of the year.
Harvey Nichols | Shoplifters | 2017
Security camera footage became the ad itself, and it won the Grand Prix at Cannes. And the ones doing the filming? Actual shoplifters.
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.
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.
カロリーメイト | Mate | 2016
There are friends, all born in 1991, who shave their heads, run, show each other their backs as they go, and laugh — and just that is already a complete piece of film. There's a series like that.
マルコメ | 料亭の味 カップみそ汁 夜食篇 | 2015
The third animated commercial in the "Ryotei no Aji" series came out in February 2015. A daughter on edge from exam prep, and a father who's lost the knack for talking to her. So late one night, he quietly puts together a midnight snack for her. That's the whole story. And somehow that's exactly what makes it so moving.
Coca-Cola | Security Cameras | 2013
It wasn't until my third watch that I realized how clever it was to use security camera footage this way — the first time, I just cried, plain and simple.
PUMA | AFTER HOURS ATHLETE | 2011
"A 5 AM taxi is way more fun than a 5 AM run" — with this one line, PUMA rewrote the definition of sport in 2011. Pool, darts, karaoke. No sweat required, no records needed. This ad declared that the stamina to party all night long is athletic spirit itself.
Google Chrome | The Web Is What You Make of It | 2011
On 5/21/2011, this commercial aired live during Saturday Night Live. Lady Gaga running across the Brooklyn Bridge, fans dancing and singing their hearts out, filling the whole screen. That raw energy grabbed me and wouldn't let go.
THE TOPSY FOUNDATION | SELINAH | 2010
Just playing the footage in reverse, that's it. But when I heard they kept the camera rolling every single day for 90 days to make that work, I was speechless.
THE TIMES OF INDIA | A Day in the Life of Chennai | 2009
A life-size cardboard cutout is born in the morning and dead by night. In just 90 seconds, you see the true face of the city of Chennai — no wonder it won India's first Film Gold Lion at Cannes.
複数企業協賛（ツインリンクもてぎ、20世紀FOX映画、読売新聞） | Friend-Ship Project 第4弾 家族の絆「ゆうなの夏休み」 | 2008
A five-minute family story woven together by two fine actors, Nao Omori and Sachiko Sakurai. Apparently this was one of those reversed projects where the client is decided first, and then creators make a long-form commercial around them. This was the fourth installment of that project, and the density of it—packing in all of life's bitter and sweet—was really something.
資生堂 | あたらしい私になって | 2006
She just got dumped. She's on the verge of tears. But she washes her face, pats on some lotion... and little by little, you can feel her starting to turn hopeful again. This corporate commercial, released by Shiseido in the summer of 2006, talks about the value of makeup not from the "makeup" side of things, but from the "skincare" side. Kumaki Anri's simple, warm singing voice was as delicate and beautiful as the footage itself.