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5 articles
GODADDY | Act Like You Know | 2025
For its Super Bowl comeback after eight years away, GoDaddy didn't go for shock value or crude jokes. Instead, it turned the quiet anxiety of "faking it till you make it" into something genuinely funny.
MASTERCARD | ROOM FOR EVERYONE | 2024
Two years after the war began, support among Polish people for Ukrainian refugees had dropped to 52%. As Ukrainians came to account for 10% of new businesses opening, they started being seen, almost without anyone noticing, as "competitors." This campaign used data to turn that mood around.
APPLE | Escape from the Office | 2022
A 9-minute ad. Apple made one in 2022, and it even won the Film Grand Prix at Cannes. It's now in MoMA's permanent collection, too. I watched the whole 9 minutes, start to finish.
KBC | THE GAP IN THE MARKET | 2013
In 2013, the number of people starting businesses in Belgium had dropped 14% from the year before. Banks were reluctant to lend money, and had basically become the "enemy" of anyone with a dream. KBC Bank set out to flip that around.
NOLAN SPA | PARABREZZA | 1975
In 1975, Italian helmet maker NOLAN put out a short film. Its title was "PARABREZZA" — the Italian word for "windshield." A brand that was only three years old at the time used the ad to carve its own roots into the story.