Ads of the Week: 10 Campaigns That Caught Our Eye, From Burger King to Uber

Brands leaned into playful self-awareness this week. Uber staged a meta Irish exit, JCPenney poked fun at fashion’s gatekeepers, and Hotels.com reminded people that its name means exactly what it says.

Meanwhile, Burger King retired its King mascot to crown the customer, and Patrón enlisted Guillermo del Toro to prove that obsessive craftsmanship looks the same whether you’re making tequila or movies.

Our Most Effective Ad of the Week, in partnership with EDO, hypes McDonald’s new Big Arch burger.

Keep scrolling for the week’s most notable ads.

Burger King | “There’s a New King, and It’s You” 

Burger King ditches its longtime King mascot in a self-aware ad that debuted during the Oscars. The spot spans seven decades of brand history before U.S. and Canada president Tom Curtis hands the crown to the customer. Burger King’s pivot aims to position it as a “brand for everyone,” said CMO Joel Yashinsky.

Uber | “Irish Xit” by Mother New York

For St. Patrick’s Day, Uber promotes one of Ireland’s biggest exports: the Irish exit. The ad gets meta, showing Love Island and Traitors U.S. reality star Maura Higgins ditching an Uber commercial via the ride app to enjoy a bubble bath at home.

Ugg | “Fluff Yeah”

Ugg brought back its popular Fluff Yeah sandal in response to customer demand. Comedian and actress Atsuko Okatsuka models the shoe in an ad inspired by sci-fi classics like Attack of the 50-Foot Woman and Godzilla. 

JCPenney | “The Other Paris Runway” 

JCPenney’s runway show in the other Paris — the one in Texas — was a direct counterpoint to the elitism of traditional fashion shows. Featuring real local residents modeling JCPenney’s styles, with affordable prices on display, the show continued the retailer’s comeback under the “Yes, JCPenney” platform.

Hotels.com | “It’s All in the Name” by Mischief @ No Fixed Address

Hotels.com’s cheeky, surreal ads play on the idea that not everything should be taken at face value. A woman is reminded that chicken fingers aren’t actual fingers, and a man learns that headphones aren’t heads made of telephones. The brand wants to emphasize that its platform is refreshingly straightforward and literal.

Beats x Nike | LeBron James & Tom Kim Block Out the Noise by Mirimar

NBA legend LeBron James sports the first co-branded earbuds from Beats and Nike. The Beats x Nike Powerbeats Pro 2 help him tune out critics while attempting to perfect his golf game.

Sprite | “It’s That Fresh”

Sprite’s new global platform reaffirms its ties to street culture, which date back to the 1960s, when it was the first major soda brand to align itself with hip-hop. “It’s That Fresh”  includes new visual and sonic identities alongside global partnerships spanning music, basketball, spicy food, fashion, and more.

Patrón Tequila | “The Perfect Pour” 

Patrón Tequila tapped Oscar-winning director Guillermo del Toro to helm a cinematic short film about the simple act of pouring tequila, using a full film crew and distinctly Mexican visual elements to mirror the brand’s own obsessive attention to craft.

Colgate | “Your Smile Is Your Strength” by VML

Colgate’s new campaign targets Millennial caregivers with an emotional message about how self-doubt can transform into resilience, using smiling as a symbol of personal strength.

Most effective ad of the week

McDonald’s | “Just Say Yes (Big Arch)”

McDonald’s ad debuted on March 9 and features quick, close-up shots of the Big Arch burger and its stacked ingredients, highlighting its indulgent appeal while encouraging viewers to “just say yes” to the new offering. The spot was 136% more effective than the average ad in the Quick Serve category during the week of March 10–16 and aired most frequently on ESPNU and ESPN2, with additional placements across Fox Sports 1, NBC, and other cable networks.