Best Ads of the Week: Coach’s courageous metaverse collection & Škoda’s shared streets

This week, Chelsea FC showed off its new kit with famous footballers, 805 Beer told Lakey Peterson’s story ahead of the US Open of Surfing, and LeBron James enjoyed a cinematic bike ride.

Škoda: Roads for All by Track DDB Paris

Škoda has launched the ‘Roads for All’ campaign, featuring a redesigned car playmat to teach children how bikes and cars can share the road. As cycling gains popularity in France, with a rise in accidents, Škoda and Track DDB Paris created a campaign film and game box in partnership with the French Cycling Federation. The game box includes a playmat with cycle lanes and an accompanying book to promote positive road behaviors. With only 400 copies initially distributed through the Škoda website and dealerships, the campaign aims to educate future road users on safely sharing the road.

Coach: Find Your Courage

Coach made its gaming debut with the digital ‘Find Your Courage’ Spring collection, launching on July 19 across Roblox and Zepeto. This campaign invites users to dress their avatars in Coach’s latest designs while exploring themed worlds like Colorful World and Floral World. Featuring interactive elements such as competitive runway shows and a scavenger hunt, the collection aims to influence real-world fashion choices, particularly among Gen Z. Additionally, Coach will host a pop-up event at its Fifth Avenue store from July 19 to 21 to celebrate the launch. The collection will be available on Zepeto from July 19 and on Roblox until August 19.

Canyon Bicycles: Find Your Freedom by SpringHill Company

LeBron James has partnered with Canyon Bicycles for a new cinematic campaign, encouraging viewers to "push boundaries" by cycling. The spot, created by James’s SpringHill Company with Untold Studios, features James and a young mountain biker riding from the city at night into daylight, alongside professional cyclists. As they ride further, they push themselves harder, symbolizing increased independence and potential. Additionally, James is collaborating with Canyon Bicycles to donate bikes to his LeBron James Family Foundation, further promoting cycling and its benefits.

805 Beer: Lakey Peterson, A California Original

Firestone Walker Brewing Company has launched a striking new black-and-white advertisement for 805 Beer, celebrating their ongoing partnership with the US Open of Surfing. The ad features Lakey Peterson, a celebrated surfer from Santa Barbara, highlighting her rise from California roots to international success. As part of 805 Beer’s collaboration with the World Surf League, the campaign showcases Peterson’s achievements, including her top rankings and historical aerial maneuver. Peterson, a new member of 805 Beer’s team of brand ambassadors, joins other surfers like Kirra Pinkerton and Nolan Rapoza. The campaign also includes special event activations at the US Open of Surfing and a podcast series hosted by pro surfer Conner Coffin.

Chelsea FC: We Burn Blue by Uncommon

Chelsea FC’s new home kit launch campaign, ‘We Burn Blue,’ created by Uncommon, highlights the motif that blue is the hottest part of a flame. Featuring stars from the men’s and women’s teams like Cole Palmer and Sam Kerr, the campaign showcases flickering blue flames that mirror the design on the new shirt. The film, soundtracked by a bespoke version of Joy Orbison’s hit Flight FM, will be featured alongside outdoor and social media assets. Additionally, bespoke typography and a redrawn lion are introduced, forming the basis of a new visual identity with the phrase ‘CFC London,’ set to roll out later this year.

Audible: There’s More to Imagine When You Listen by Fold 7

Audible has launched the world’s largest augmented reality campaign, showcasing its global reach with interactive billboards in NYC, London, and DC. The campaign, titled ‘There’s More to Imagine When You Listen,’ utilizes WinDOOH technology to transform screens into AR experiences, immersing viewers in worlds inspired by Audible Originals like Project Hail Mary and The Little Mermaid. This innovative approach, featuring 4k weatherproof cameras and visual effects, aims to illustrate how Audible’s audiobooks can elevate everyday experiences. The campaign, led by Fold 7 with production by DOOH.com and media management by Group M, will run for four weeks in North America and two weeks in the UK.

Zeam: Going Full Jack by Soapbox Films

Zeam, a new streaming service for local TV broadcasters, has appointed John Stamos as its Chief Innovation Officer. Stamos, who initially joined Zeam as the star of its Super Bowl LVIII campaign, will now advise on content partnerships and serve as the brand ambassador. To mark the occasion, Zeam released an eight-minute mockumentary titled ‘Going Full Jack,’ featuring Stamos in a humorous portrayal of Zeam’s CEO, Jack Perry. The campaign highlights Stamos’s enthusiasm for Zeam’s innovative approach to local content. Formerly Syncbak, Zeam Media has rebranded to enhance its media presence and now offers programming from over 300 local broadcast stations. Later this summer, Zeam will also launch a new studio in Times Square for live streaming and video podcasts.

Jack in the Box: Celebrity Endorsement by Maximum Effort

Jack in the Box has launched a fun new campaign with Maximum Effort to promote its limited-time Mini Chimi Bang Bangs, inspired by Deadpool’s love for chimichangas. In celebration of the upcoming film Deadpool & Wolverine, the campaign features humorous ads showing Deadpool, in a Jack-themed head, promoting the new menu items following a brawl with Wolverine at a Jack in the Box restaurant. The campaign, created by Ryan Reynolds’ agency, also includes a special edition menu with two Mini Chimi Bang Bangs varieties and a Fan Fav Box. Reynolds shared exclusive content on his social channels.

Skittles: MFFLP The Rainbow by Middle Child

Skittles Canada has launched the ‘MFFLP The Rainbow’ campaign, featuring Creed Bratton from The Office in a playful bid to help Canadians avoid social interactions. Pronounced “mah-fulp,” the campaign humorously suggests responding to awkward conversations or invitations while your mouth is full of Skittles. Bratton stars in a mockumentary-style video showcasing this absurd method of evasion. The campaign, which leverages unique Skittles consumption habits observed online, will run on social media platforms like TikTok, Instagram, and Snapchat, and includes influencer partnerships. Skittles is also hosting a contest offering a $10,000 summer getaway for those who create custom out-of-office messages using Skittles.

MilkPep: Hey Mama by Gale

MilkPep has launched the ‘Hey Mama’ campaign, humorously contrasting picture-perfect social media moms with the real, chaotic lives of actual mothers. The campaign mocks overly cheerful momfluencers with vignettes like ‘Moms need sleep, not #inspo,’ showing a serene influencer versus a real mom catching a nap amidst chaos, and ‘Moms need strength, not #inspo,’ depicting a blogger’s flawless workout against a mom’s struggle with kids as weights. The campaign highlights milk’s benefits for real-life needs, like nutrients for sleep and protein for strength, celebrating the messy reality of motherhood over social media perfection.

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