Best Ads of the Week: Pedro Pascal’s Corona cameo & Fabuloso’s telenovela-inspired ads
There’s also a Prostate Cancer UK campaign that encourages men to check their risk and a Whisper ad highlighting the need to support girls who experience early menstruation.
Pedro Pascal is the face of Corona Extra's latest ad
Every week, The Drum picks the top global campaigns from our Creative Works. You can submit your new work here.
This week, AT&T brought America’s digital divide to light, Dreams launched an ASMR-filled ad campaign starring Gillian Anderson and Heineken Silver hopped into the Marvel universe.
Dreams: by M&C Saatchi
Dreams, the official sleep partner for the Olympics, has launched a new ad campaign starring Gillian Anderson and Team GB athletes. This third installment in the series creates a soothing, “dreamlike” atmosphere with ASMR elements, connecting themes of rest and athletic performance.
Whisper: Keep Girls in School by Leo Burnett India
Whisper’s poignant ad by Leo Burnett India reveals that girls are starting their periods as young as eight, emphasizing the need for early education and support. The campaign aims to prevent the 26 million girls at risk of dropping out due to inadequate menstrual education and calls on parents, teachers and communities to support girls during this transitional time.
Prostate Cancer UK: by VCCP London
Prostate Cancer UK and VCCP London’s new ads take a fresh, humorous approach to encourage men to check their risk of prostate cancer. By capturing men’s imagination and hope, the campaign opens up conversations about prostate cancer in a less intimidating way, making the topic more approachable. The ads highlight that one in eight men will be diagnosed, with higher risks for Black men.
Fabuloso: Dramatically Clean by VML
Fabuloso, the lavender-scented cleaner from Colgate-Palmolive, launches ‘Dramatically Clean,’ a telenovela-inspired ad campaign that promises to leave your surfaces spotless and your heart racing. Created by VML and directed by Traktor, this campaign taps into Fabuloso's Latin American roots and cult-like following in the US, bringing passion and drama to household cleaning.
The ‘Dramatically Clean’ campaign for Fabuloso, which premiered during The Kardashians season 5, combines TV spots, digital ads, and influencer content on TikTok to captivate consumers. With its melodramatic flair, the campaign redefines cleaning, offering a dramatic and joyful experience that stands out in the liquid cleaner market.
Beavertown: For Humans and Other Social Beings
In a milestone for the beer brand, Beavertown has announced its first-ever TV ad since its 2011 beginning. Founded by Robert Plant’s son, Logan Plant, it has become synonymous with its recognizable skull illustrations and animations. For its first foray on to the small screen, the brand has taken the relatable scenarios of being down the pub with your mates and telling tales over a drink. Of course, the twist is that each character has had the Beavertown skull treatment.
Corona Extra: La Vida Más Fina by MullenLowe
Emmy-nominated actor and social media sensation Pedro Pascal has been announced as Corona’s newest brand ambassador – a brilliant fit for the Chile-born star whose sunny disposition and engaging character shine through in the debut ad. In the spot, ‘La Vida Más Fina’ (‘The Fine Life’), viewers see a curious Pascal being drawn to the beach. As he meanders through the town, he realizes that the beach is more than just a location – it’s a state of mind.
AT&T: Route to Connection by Attn:
AT&T’s upcoming documentary, ‘Route to Connection,’ produced with Attn and Candle Media, highlights the digital divide in Amarillo, Texas. The film follows three residents – Vicky, an aspiring teacher; Serges, a small business owner; and Natalie, a student – as they navigate life with limited internet access, showcasing how high-speed internet can transform lives. Directed by Emmy-winning filmmaker Eve Van Dyke, the spot also showcases AT&T’s efforts to connect underserved communities, including a project to install ultra-fast internet for over 22,000 Amarillo residents by 2025.
Walmart: Walmart Realm by Emperia
Walmart has launched ‘Walmart Realm,’ a virtual home for gamified, immersive shops created with influencers. Described by Walmart’s CMO William White as a “first-of-its-kind digital shopping experience,” it features three themed experiences – ‘So Jelly,’ ‘Y’allternative’ and ‘Go Chromatic,’ with custom soundtracks and visuals. Users can explore, shop, and collect tokens for rewards. This initiative targets Gen Z and Gen Alpha consumers, blending shopping with engaging, immersive experiences on platforms like Roblox.
Heineken Silver: World-Class Light Beer for World-Class Bubs
To promote Heineken Silver, the beer brand has stepped into the Marvel Universe, this time to celebrate the release of the upcoming movie Deadpool & Wolverine starring Ryan Reynolds and Hugh Jackman. In the short spot, viewers see both the Deadpool and Wolverine characters rise above hostility, offering to share a beer rather than fight. This tongue-in-cheek ad delivers more of what Marvel fans crave while placing Heineken Silver at the heart of the story. By leveraging the iconic rivalry between Deadpool and Wolverine, the beer brand not only promotes its product but also entertains and engages a dedicated fanbase.
Rimowa: Engineered for Life by Rubberband
Founded in 1898, Rimowa has been making luggage for over a hundred years. The brand has just released an ad that spotlights the design and craft that goes into each suitcase. Titled ‘Engineered for Life,’ the spot begins in Rimowa’s factory in Cologne and then chronicles each case’s travels to their owners, who proudly bear the marks of their various journeys – dents, scratches and stickers. Directed by acclaimed duo Rubberband, the spot is upbeat and fast-paced while being laser-focused on the product.
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