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12 articles
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.
RUH FIGHTING CHAMPIONSHIP | The National Sport of Kazakhstan | 2024
A ring where men and women fight each other? Unthinkable, the men raged. But inside their own homes, they said nothing. RUH Fighting Championship exposed that silence.
DIESEL | ENJOY BEFORE RETURNING | 2020
Buy clothes, wear them, return them, get your money back. This practice, known as "wardrobing," costs the fashion industry an estimated $15 billion a year. DIESEL didn't try to crack down on it. Instead, they openly encouraged it.
BURGER KING | THE MOLDY WHOPPER | 2020
A burger covered in mold became one of the most beautiful ads in the world. In 2020, Burger King released footage of a Whopper rotting over 35 days, with the tagline "The Beauty of No Artificial Preservatives." It broke a food-advertising taboo head-on.
EDEKA | THE MOST GERMAN SUPERMARKET | 2018
One day you walk into your usual supermarket and the shelves are completely empty. No coffee, no chocolate, no fruit, no juice. You'd think something had gone wrong.
BUYMA | A Kind Drone | 2015
Two completely naked ballet dancers move beautifully while four drones chase after them, covering up exactly the parts that need covering, for a solid minute and a half. This absurd little world is a perfect example of "doing something stylish." Maybe it rode the wave of a popular "don't worry, it's fine" catchphrase of the time, but this video, made by Dentsu, goes so far over the top it stops being a joke and starts being art.
SMART FORTWO | OFFROAD | 2013
A tiny car takes a spectacular tumble off-road. Instead of hiding what's normally seen as a flaw, this ad shows it off proudly, then drops one line at the end: "SMART is as useless off-road as an SUV is in the city." That shameless confidence is just great.
NSPCC | CARTOON | 2002
A boy who looks like he stepped out of a Tom and Jerry cartoon gets hit by his father. Burned with a cigarette. Pushed down the stairs. A laugh track plays, and because he's a cartoon, he bounces right back. But in the final moment, the boy turns into a real child, and he doesn't move.
NIKE | SKATEBOARDING | 1998
Skate through the city and a security guard comes running. Try a trick in front of a shop and someone starts yelling. In 1998, that was just normal life for skateboarders. Nike's response was a single question: "What if other athletes got treated the same way?"
GUINNESS | Not everything in black and white makes sense (Bicycle) | 1997
A fish hops on a bicycle and pedals smoothly off the edge of the screen. In that one moment, every bit of logic built up before it gets turned upside down.
APPLE | L'HÉRITIER | 1989
In the back seat of a Rolls Royce, a father tells his son: "The people who work for you aren't there to think. They're there to do as they're told." Cold words. And that discomfort was exactly the trap.
TVE | SUITCASE | 1989
In 1989, Spain's national TV station aired a commercial telling people not to watch too much TV. And it was the TV station itself that put it out.