Best Ads of the Week: Omega’s opulent Olympics ad & Olivia Wilde’s auto advertising debut

This week, Rimowa turned heads with a print ad that stylishly paired its luxury suitcases with athleticism, Puma redefined fashion-forward sportswear by infusing Milanismo with a touch of retro luxury and Omega turned Paris into a fantastical sports arena for the 2024 Summer Olympics.

Cheetos: Deja tu Huella by Goodby Silverstein & Partners

Cheetos has launched the latest phase of its ‘Deja tu Huella’ campaign, featuring renowned Colombian singer J Balvin. Known for his global impact in reggaeton, Balvin joins the campaign, now in its fifth year, which celebrates influential Latino figures and encourages positive change. The new campaign includes a video and two humorous TV commercials, ‘Red Carpet’ and ‘Restaurant,’ where Balvin’s Cheetos-covered fingers symbolize his lasting influence. Created by Goodby Silverstein & Partners, the initiative not only highlights Balvin’s achievements but also seeks a new ‘Deja tu Huella’ ambassador to receive $25,000 and participate in Cheetos events.

Puma: Elegance in Motion

Puma’s new film for AC Milan’s 24/25 away kit masterfully blends Milanismo with high fashion, showcasing the kit’s sleek, modern design in a fashion-forward launch video. Premiering at Yankee Stadium, the kit made a dramatic debut that stirred excitement among fans and sports enthusiasts. The film, set to rousing orchestral music, offers a close-up of the kit’s design, reminiscent of luxury Italian brand campaigns like those from Gucci or Prada, with a subtle retro feel. By capturing the essence of Milanismo and merging tradition with contemporary style, the campaign appeals to both AC Milan loyalists and fashion aficionados, demonstrating the powerful intersection of sport and high fashion.

Rimowa: Engineered for Life by Anomaly

Luxury suitcase brand Rimowa has captivated the internet with a new print ad that stylishly aligns its product with athleticism. The campaign features sleek, minimalist visuals that effectively match Rimowa’s luxury image while showcasing a sophisticated understanding of brand alignment and audience engagement. Launched during the Olympic Games, the ad leverages the event’s cultural significance to boost visibility and relevance, tapping into the global excitement and making Rimowa a part of the broader conversation.

Ad Council: Pause to Heal by McKinney

A new PSA released by the Illinois Department of Public Health (IDPH), Brady: United Against Gun Violence and the Ad Council illustrates the lifesaving potential of firearm restraining orders (FROs), also known as “extreme risk laws” or “red flag laws.” Part of the ‘Pause to Heal’ campaign, the film aims to prevent firearm suicides and shootings by educating the public on how FROs can temporarily remove firearms from individuals in crisis. Directed by Si&Ad, the 60-second PSA features a powerful narrative where a sister uses an FRO to help her brother, showcasing the emotional impact and effectiveness of these laws. Despite their proven benefits, research indicates that only 10% of Illinois residents are familiar with FROs. The campaign includes a new digital hub and will soon expand to other states and Washington, DC.

Volkswagen: Water Girl by Johannes Leonardo

After her successful Amazon ‘Tache’ ad, Olivia Wilde has directed a new Volkswagen commercial, marking her debut in car advertising. The ad, titled ‘Water Girl,’ features a young girl filling 17 eclectic bottles with water and loading them into a Volkswagen Atlas, ultimately revealing her role as the water girl for her sister’s soccer team. Unlike typical high-energy car ads, this spot employs a gentle, relatable narrative that emphasizes the emotional aspects of daily life, making it both accessible and memorable. Led by Wilde, the campaign was mainly created by a female team, bringing diverse perspectives to the project. According to Kantar, the ad is expected to positively influence viewers’ perceptions of Volkswagen, ranking in the 59th percentile for engagement.

American Red Cross ‘What’s Your Type?’ by BBDO New York

The American Red Cross has launched two impactful PSAs, ‘What’s Your Type?’ and ‘Growing Up,’ in response to a significant 40% drop in blood donations over the past 20 years, which has led to the lowest donor numbers in two decades. With someone in the US needing blood every two seconds for various medical reasons, ‘What’s Your Type?’ uses a dramatic shift from a lighthearted conversation about blood types to a hospital emergency scene to emphasize the critical importance of every type. ‘Growing Up,’ targeted at the Hispanic community, highlights the importance of blood donations through the emotional story of a mother and her son, reflecting on how the child’s future depends on donor support. Produced by MJC and directed by Charlotte Wells, the campaign was created by BBDO New York.

Bodyform: Never Just a Period by AMV BBDO

Bodyform's latest ad spot delivers a groundbreaking mix of humor and hyperbole to tackle the confusion many women experience from their first period to their last. Continuing the brand’s decade-long commitment to honest storytelling, the ad uses mixed media to create an engaging narrative that highlights the need for better education and information on menstrual health. By blending everyday experiences with exaggerated visuals, Bodyform effectively underscores the often-overlooked aspects of women’s health, challenging stigmas and promoting important conversations. The campaign, crafted by creative agency AMV BBDO, combines serious and humorous elements to offer a fresh perspective and advocate for greater transparency in women’s health education.

Omega: Official Timekeeper of the Olympics

Omega’s new ad, ‘Official Timekeeper of the Olympics,’ reimagines Paris as a dreamlike sports arena, where iconic landmarks become the stage for surreal athletic feats. Athletes like Gianmarco Tamberi and Mondo Duplantis perform extraordinary jumps over the Arc de Triomphe and the Sacré-Cœur Basilica, while Céline Boutier tees off from Notre-Dame and Erriyon Knighton sprints across cobblestone streets. Accompanied by an exclusive track from French rapper SDM, the marketing campaign underscores the luxury watchmaker’s esteemed role as the Olympic and Paralympic Games’ Official Timekeeper, celebrating 31 Olympic Games and 32 Paralympic Games with cutting-edge technology, like the advanced Scan’O’Vision Ultimate photo-finish camera.

Oatly & Malibu: Pineapple Cement Mixer by W+K London

Pangolin’s eye-catching activation features a cement mixer transformed into a towering pineapple to promote Oatly and Malibu’s vegan Pina Colada. Standing 4.5 meters high and 2.55 meters wide, the mixer mimics the sounds of an ice-cream truck, adding a playful touch to the campaign. The transformation, which took over 40 hours, reflects the brands’ dedication to creating memorable and shareable experiences. Accompanying the pineapple mixer are outdoor posters that echo Oatly’s playful tone and visual style. The campaign was developed by creative agency W+K London.

Google: Dear Sydney

As the Paris 2024 Olympics commenced, Google unveiled its new campaign, ‘Dear Sydney,’ during NBC’s Opening Ceremony. While the ad centers on track star Sydney McLaughlin, it highlights the inspiring effect of her achievements on a young girl who dreams of surpassing her hero. The narrative, shared from the girl’s father’s perspective, features Google’s AI model, Gemini, aiding in writing a letter to McLaughlin. The ad concludes humorously with the girl’s ambition to break McLaughlin’s record, set to Eve’s 2001 anthem, ‘Who’s That Girl?’ Google’s campaign, which also includes the refreshed ‘Welcome to the Gemini Era’ featuring other Team USA athletes, underscores its role as the Official Search AI Partner, showcasing how its tools can inspire and support young dreamers. The ad was developed and produced in-house.

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