It’s finally, finally summer.
To celebrate the sun emerging (and the temperature in our offices dropping to subarctic extremes), I attempted to find some summery ads to feature in this month’s roundup. Instead, I ended up with a weird chatbot, a novelty phone, and several ways to kill bugs.
Regardless of seasonal appropriateness, this month’s ad roundup showcases some inventive ad formats and new concepts from agencies around the world. Check them all out below.
10 of the Best Ads from June
1) Bufdir (The Norwegian Directorate for Children, Youth and Family Affairs)
This heartwarming ad from Oslo-based agency Kitchen (Leo Burnett/Publicis) racked up 120 million views in just one week — and the hype is completely deserved.
To emphasize the importance of community in raising a child, “The Lunchbox” tells the story of a young boy who finds himself without a lunch at school. After wandering the halls of his school to kill time, he returns to his desk to discover each of his classmates have pitched in an item for a complete meal.
Chatbots are shaping up to be an inescapable trend in 2017, and it seems like every brand is jumping on the wagon — regardless of industry.
With the ad world fawning over Domino’s pizza tracking tool, Arby’s teamed up with Minneapolis-based agency Fallon to create a high-tech chatbot of their own: The Arby’s Pizza Slider Chatbot. Despite the name, this little Facebook Messenger bot will not actually help you order a pizza slider (or anything) from Arby’s. In fact, it’s designed to do absolutely nothing helpful.
Check out my conversation with the bot below. (Unsurprisingly, the Arby’s Pizza Slider bot has no time for vegetarians.)
3) Howler Magazine
Back in the late 80’s, Sports Illustrated released an exciting new offer: Buy a subscription to the magazine, and you got a free football shaped phone. If this ad was any indication, people were psyched. The kitschy little device convinced literally millions of people to shell out $55 for an SI subscription.
Fast forward to 2017, and the folks at Howler, an American soccer magazine, teamed up with Kovert Creative to produce a delightful, celebrity-studded spoof on the classic campaign. Their version features — what else? — a soccer ball phone, and includes appearances from comedians Sarah Silverman, Will Arnett, and Jack Black, among others.
Unfortunately for novelty phone aficionados, Howler only made one soccer phone. And according to their website, it’s already taken.
4) Showtime – Ray Donovan
The copywriting shines in this ingenious promo spot for Showtime’s crime drama, Ray Donovan, now entering its fifth season. The first half of the ad features an ominous, threatening voice over from series star Liev Schreiber. In the second half, Schreiber’s phrases are repeated in reverse order, taking on a completely different tone: reassuring and protective. The ad — created in-house at Showtime — perfectly captures the title character’s duality.
Using a special randomizing algorithm, Ogilvy & Mather Italy developed seven million unique jar designs for Nutella. Each colorful package is 100% one-of-a-kind, but if you’re looking to pick one up, you’re late to the game: According to the agency, all seven million of the limited-edition jars sold out in one month at Italian supermarkets.
6) SM Supermalls
This Father’s Day ad from the Phillipines went viral for its heartwarming (and hilarious) twist ending.
Created by Tribal Worldwide Philippines for SM Supermalls, the ad follows a family as they prepare for the daughter’s extravagant birthday bash. Throughout preparations leading up to the event, the father looks like he’d rather be anywhere else. We soon find out he’s not quite as unemotional as he seems.