Every week, The Drum picks the top global campaigns from our Creative Works. You can submit your new work here.
This week, Adidas highlighted elite player pressures at the Euros, Cadbury promoted its new chunky bar with distracting ads and Macy’s partnered with The Trevor Project for an emotional Pride campaign.
Adidas: You Got This by TBWA\London and TBWA\Neboko
Adidas is shining a light on the pressures elite players face when all eyes are on them at the Euros. In fact, research shows that players are three times more likely to miss a penalty when playing for their national team as opposed to their club. The hero spot features Gianluigi Donnarumma, Giovanni Reyna, Ousmane Dembélé, Pedri, Jude Bellingham and Leo Messi. Former England captain David Beckham’s familiar voice narrates the spot as Queen and David Bowie’s iconic Under Pressure track plays in the background.
Paddy Power: Europe’s Favorites by BBH
Irish firm Paddy Power and Danny Dyer have joined forces to celebrate England being hailed as ‘Europe’s Favorites’ to clinch the biggest football tournament of the summer. Following years of contentious behavior abroad and the lingering complexities of Brexit afflicting the nation, the brand has seized the opportunity for a playful nod to England’s unique standing just two weeks ahead of the event.
BBC: More Twists, More Turns by BBC Creative
BBC Creative has conjured a vibrant pinball world filled with footballing Easter eggs, capturing the tournament’s unpredictable nature. Set against the backdrop of Germany’s iconic landmarks, the narrative follows a pinball moving through this fantastical machine, bouncing between Europe’s footballing giants. From Kane, Bellingham, Robertson, and McTominay to Musiala, Ronaldo, and De Bruyne, the film’s twists and turns are sure to drum up excitement for the tournament.
Cadbury: Mum by VCCP London
Chocolate lovers, listen up – there’s a new Cadbury bar on the shelves, and it’s chunky. To promote this latest edition, the chocolate maker released two ads that demonstrate just how distracting the treat can be. In each spot, viewers see people seemingly forgetting everything going on around them, finding themselves in a chocolate dream world as they gaze at the nutty filling. These scenarios effectively showcase the bar’s allure.
Macy’s & The Trevor Project: Styles of Pride | Express Yourself
Macy’s Pride campaign, in partnership with The Trevor Project, an LGBTQ+ youth suicide prevention nonprofit, is an emotional PSA where Queer youth recount pivotal moments in their self-acceptance journeys, like a non-binary person wearing a suit to prom and a trans woman trying on her first wig. This effort underscores Macy’s long-standing commitment to LGBTQ+ support, which includes raising over $6.2m through its round-up program for The Trevor Project’s life-saving services, as well as producing annual PSAs like this one.
Betty Booze: Yes Chef by Maximum Effort
In a move that she has described as a ‘dream come true,’ Blake Lively has teamed up with Daniel Boulud, an icon in the culinary industry. This collaboration marks a significant milestone for Lively’s brand, Betty Booze, and cleverly positions it as a more sophisticated drink. Together, they created the ‘Joji Box by Betty B,’ a curated culinary experience that is an extension of Boulud’s Omakase restaurant. The ad, by Maximum Effort, was shot in Boulud’s eponymous restaurant.
Just Vote: Just Vote by Saatchi & Saatchi
Just Vote, a non-partisan project by Ecotricity’s Dale Vince, launched the ‘Voting is Hot AF’ campaign to drive young voters to the polls this summer by highlighting that 40% of 18-24-year-olds find regular voters more attractive. Using a playful, provocative, and youthful approach, the campaign features bold visuals and cheeky slogans designed to resonate with the social media generation, aiming to make voting appear cool and engaging.
Citroën: by BETC
Citroën has unveiled a much more affordable electric car model, vowing to make all-electric mobility accessible to everyone. To promote this move, the French brand has released a high-energy ad that underscores the message that environmentally friendly cars shouldn’t be gate-kept by anyone. Set against the fast-paced backdrop of David Bowie’s Suffragette City, the spot is a real mash-up of Bridgerton-style garden parties, the French Revolution and not-so-subtle nods to Marie Antionette’s rumored tagline, “Let them eat cake!”
Supercell: Squad Busters by Uncommon
For the first time in five years, Supercell has launched a major ad campaign for its new game, Squad Busters, featuring stars like Ken Jeong, Chris Hemsworth, Christina Ricci, Will Arnett, and Auli’i Cravalho. The witty characters transform a player’s day into epic adventures and face a rival gang played by internet sensations, including Bella Poarch and ZHC. With 40 million pre-registrations, the game has become the fastest-ever to hit that milestone, creating a buzzworthy and memorable ad that captivates both gaming and pop culture audiences.
Gatorade: Is It in You? by TBWA/Chiat/Day LA
Gatorade, the world’s leading sports drink brand, launched this week the revival of its largest campaign ever: ‘Is It in You?’ The legendary campaign features none other than Michael Jordan – Gatorade’s longest-standing athlete partner, six-time NBA Champion, five-time NBA MVP and 14-time NBA All-Star. The brand breathes new life into ‘Is It in You?’ with a dynamic 60-second film titled ‘It Hasn’t Changed,’ narrated by Jordan himself. This film speaks directly to Gen Z athletes, urging them to look beyond external pressures and social media distractions and to focus on their inner drive – the personal “it” that Gatorade famously championed.
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