Method
16 articles
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.
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.
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.
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.
GIRLS WHO CODE | DOJACODE | 2022
"Doja Cat is one of 999 things girls care about." That one sentence sums up the whole idea. If girls aren't interested in coding, why not use one of those 999 things to pull them in? Doja, in this case.
一般社団法人ABJ | STOP! 海賊版「ありがとう、君の漫画愛。」 | 2022
I cried so hard it hurt. That was my first reaction, and it still is.
OLD TOWN ROAD FT. BILLY RAY CYRUS | Old Town Road (Official Movie) | 2020
A 20-year-old college dropout bought a beat for 30 dollars and wrote a song over it in a single day. That song was "Old Town Road." The official music video went on to win the Grand Prix in Entertainment Lions for Music at Cannes in 2021.
XBOX | THE BIRTH OF GAMING TOURISM | 2020
Game ads are usually about weapons and heroes. Xbox decided to sell its games as a "tourist destination" instead. You've got to applaud the sheer craziness of that.
EPIC GAMES | ASTRONOMICAL | 2020
April 2020. The world was still stuck at home. Travis Scott grew to giant size and danced his way across Fortnite's island, trampling everything in his path. 12.3 million people watched at the same time, and 27.7 million joined in over five days—the biggest live event in gaming history.
REGENT PARK SCHOOL OF MUSIC | PARKSCAPES | 2020
Instead of "receiving" donations, why not "earn" them? Kids learning music ended up standing on the same ground as the pros who make a living from it.
TRANSPORT ACCIDENT COMMISSION VICTORIA | MEET GRAHAM | 2017
Grotesque, strange, and impossible to look away from. Graham is the only human being ever designed purely to survive on the road. No neck, a thickened skull, twelve airbag-like nipples across his chest, lumpy skin. The moment you see him, you flinch. But buried inside that flinch is a message that really matters.
サントリーBOSS | 働くって、いいもんだ。THE LAST TRAIN | 2017
This is the story of a surprise staged for a station manager's retirement, at Akihabara Station after the last train had gone. On a platform where no one should have been at that hour, his coworkers were waiting for him. Just imagining someone close to you reaching their "last shift" is enough to bring tears to your eyes.
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.
キリン | メッツ | 2015
Just go with it. That's basically the whole approach, and there's something refreshing about how committed it is. When Kirin Mets relaunched in 2015, this "Entrance" ad is what came out of it. Dragon Ball, Dempagumi.inc, Nobunari Oda, Gachapin... pop culture icons dance, burst with energy, and belt out "We want Mets!" over and over in this 30-second spot. It strips away almost every detailed message, throwing nothing at you but the sheer presence of "This is Mets!"
GOOGLE | All Is Not Lost | 2012
A browser window splits into 12 pieces, each one moving on its own, somehow coming together into a single dance. And at the end, it spells out the words you typed, using its feet. When I saw this in 2011, I literally shivered, thinking, "wait, the internet can still do this?"
ABSOLUT VODKA | ABSOLUT MACHINES | 2008
In 2008, robot orchestras showed up in Stockholm and New York. Someone, somewhere in the world, would send a short melody over the web, and the machines would "interpret" it on the spot, turning it into a three-minute song. It was a wonderfully romantic experiment cooked up by Absolut.