British Airways, “A British Original”
Agency: Uncommon Creative Studio
Stevie Archer, chief creative officer, M&C Saatchi SS+K:
It’s so simple and it really stood out in the chaos of London city streetscapes. And seeing those tiny little passenger faces peering out the windows so simply captured the joy and anticipation of travel. No words or even whole logos needed to make me wonder what the travelers were wondering at. Were they going back to the warm embrace of their homes after a long journey? Were they off on some exotic adventure? Were they thinking about meeting their in-laws for the first time? The answer is all of the above.
Coors Light, “Coors Lights Out”
Agency: Rethink
Atit Shah, chief creative officer, Digitas:
Brand ownership is a fantastically fuzzy concept these days; the hard and fast rules of home turf have been thrown out the window. This Coors activation brilliantly makes the point, dethroning the King of Beers, MLB’s official sponsor, through a turbo-charged act of marketing agility and product innovation. Shohei Ohtani, league MVP, blasts a foul ball, breaks a stadium sign, which sparks the overnight creation of a limited-edition Coors can that becomes famous in Japan, a blazing fast reset of the brand’s advertising assets, and a homecoming coronation at Angel Stadium for a GOAT athlete that Coors has zero official ties to. A heist of the highest order.
DoorDash, “DoorDash-All-The-Ads”
Agency: Wieden+Kennedy
João Coutinho, co-founder, Atlantic New York:
“How the hell did they pull this off?” That’s what I thought when I saw the “DoorDash-All-The-Ads” on the Super Bowl. The idea is very simple: DoorDash was going to deliver every item advertised on Super Bowl 58 to someone who could decipher the code on their commercial. It must have been the worst of the nightmares to manage all these brands, with all their legal departments behind each of them. But it’s these kinds of groundbreaking ideas that have never been done before, leaving those who come up with them old, wrinkled, and bald while making everyone else envious.