Ads of the Week: 13 Campaigns That Caught Our Eye, From NPR to Mr. Clean

It was a big week for brands leaning into humor and absurdity. Mr. Clean got a glow-up, Uber Eats sent Ernie from Sesame Street spiraling over a pile of literal bees, and Chupa Chups announced a more user-friendly wrapper by making the least user-friendly object imaginable. 

Not every campaign went for laughs, though. NPR made a confident case for curiosity in the middle of a funding crisis, and Heineken made a documentary about an Irish village fighting to save its local pub. 

Plus, our Most Effective Ad of the Week, in partnership with EDO, turns to basketball to tout a great deal.

Here are our picks for the best ads of the week.

Merrell | “It Starts Outside” by Uncommon Creative Studio

Merrell, the footwear brand known for its hiking boots, wants to democratize the outdoors with the first global brand platform in its 45-year history. “It Starts Outside” is based on a simple premise: Even one step outside can open the door to possibilities. 

NPR | “For Your Right to be Curious” by Mischief @ No Fixed Address

After a tumultuous year in which NPR found itself at the center of a political firestorm and saw Congress cut $1.1 billion in funding for public media, the broadcaster’s national campaign defends the public’s right to stay curious. The work replaces the letters of its name with the questions “how,” “who,” and “why.” This is the first time in NPR’s 56-year history that it has altered its logo.

Heineken | “For the Love of Pubs” by LePub and Publicis Dublin

Heineken wants to stop the closure of struggling pubs. It made a documentary about one Irish village that banded together to save their local, hoping the story will inspire others to do the same.

Brooks Brothers | “Make It Yours” 

In case you missed it: “collegecore” and preppy style are in. Cue Brooks Brothers, which is on a journey to update its image for contemporary audiences under the creative direction of Michael Bastian and CMO Marisa Thalberg. Brooks Brothers hopes its new brand positioning will help usher the brand into the future while honoring its heritage.

Mr. Clean | “The Return” by PGOne and MSL

After just two weeks in retirement, Mr. Clean is back to usher in a new era for the brand. Mr. Clean’s return, which played out through a social campaign, introduces a major product overhaul, including an upgrade to the Magic Eraser.

Tecovas | “Love Letter to Texas”

Tecovas made a 14-minute film that celebrates Texas and aims to “put more of a cultural stake in the ground,” said vp of brand marketing Samantha Fodrowski.

Uber Eats | “Get Almost, Almost Anything” by Special US

Uber Eats’ latest chapter of the “Get Almost, Almost Anything” platform takes visual wordplay to delightful extremes: a golfer crashing someone’s shower, hockey players in a lettuce hair-off, and Sesame Street’s Ernie drowning in Bert’s literal bees. The ads prove the brand’s “order anything” premise is as fun to watch as it is to shop.

Chupa Chups | “Chupa Chups Impossible” by BBH London

Chupa Chups has long been notorious for its infamously stubborn packaging, so it’s marking the arrival of a new easier-to-open wrapper in the most counterintuitive way possible. The brand hid it inside the most impenetrable lollipop ever made, encased in carbon composite, silicon carbide, and liquid rubber, then sent it to influencers to destroy however they saw fit.

Magnum | “Schedule the Sun” by LOLA Madrid

Magnum’s latest campaign challenging the ice cream category’s winter slowdown lets consumers literally schedule sunny moments into their calendars, unlocking discounts whenever the sun is forecast nearby. Meanwhile, six strikingly minimal black-and-white films use light and shadow to make the case that ice cream cravings don’t follow the seasons.

On | “Real Energy” 

On’s latest campaign for its Cloudmonster 3 collection pushes back against performative run culture, following real athletes through their pre- and post-run rituals in a moody film shot across early mornings and late nights. It’s set to a Fred again… and Jamie T collab that builds just like a good run should.

Hoka x Foot Locker | “Right Shoe, Wrong Gucci” 

Gucci Mane walks into Foot Locker and comes face to face with not one but two of his own doppelgängers in a playful spot for Hoka and Foot Locker that leans into the viral lookalike discourse, while putting the new Bondi 7 Stealth Tech front and center.

Ollie | “Feed the Obsession” by nice&frank

Fresh dog food brand Ollie is launching its biggest campaign yet with a series of spots that lean into the “if you know, you know” habits of truly obsessed dog parents, from custom-labeled food storage to post-meal mouth kisses, all set to Kylie Minogue’s “Can’t Get You Out of My Head.”

Most effective ad of the week

Consumer Cellular | “Cut Your Bill – Coach Barry”

Consumer Cellular customers — including former Southern Illinois basketball coach Barry Hinson and former Mythbusters host Kari Byron — tout how the company helps them save $50 a month on wireless in an ad offering the second month free for new customers. The spot was 124% more effective than the average ad in the TV, Internet, and Wireless: Postpaid category last week. The spot aired 214 times from Feb. 25 through March 2, most frequently on the Boomerang network.