FTX, Uber Eats, Ikea, Balenciaga and #vaxthenation: the best ads of the month

FTX, Uber Eats, Ikea, Balenciaga and #vaxthenation: the best ads of the month

After a busy month in creation, The Drum brings together the best commercials that arrived in September.

Lil Nas X is proving to be the advertising world’s resident golden child, as his latest spot with Elton John for Uber Eats premiered this month.

“Tonight I’ll Eat” features the celebrity duo promoting the grocery, alcohol and convenience deals available from the delivery service. In typical flamboyant style, the superstar singers change their iconic looks, ride playground horses and battle it out over whether French fries go well with mayonnaise.

Other celebrity appearances in ads this month include husband-and-wife NFL quarterback Tom Brady and model Gisele Bundchen, who starred in a $20 million campaign to endorse the platform FTX cryptocurrency exchange.

The humorous ad, by newly named agency DentsuMB, was rolled out during the highly anticipated football season opener between rivals Tampa Bay Buccaneers and the Dallas Cowboys.

The spot marks the first in a series of long-form videos tapping into sports culture, with the aim of bringing cryptocurrency to the masses. To score with American audiences, DentsuMB played on some of the NFL’s most intense rivalries, from a cameo by famed New York Jets superfan FiremanEd to the love/hate relationship New England fans have with the seven-time Super Bowl champion.

The collaboration between Spanish luxury fashion house Balenciaga and online video game Fortnite, which saw the brands come together to create a spectacular real-world immersive 3D billboard experience, was in competition to attract attention. ‘Warning.

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The Eye-Catching Away (OOH) execution saw a favorite Fortnite-wearing Doggo wearing Balenciaga looming larger than life on the sidewalks, bringing the partnership to the physical world in a highly entertaining and potentially somewhat shocking way.

As part of a larger campaign, the fashion brand and Epic Games, which developed Fortnite, carefully scanned materials and apparel from all directions for an authentic representation of the brand’s aesthetic in the world of gaming. game. Players looking to look their best will be able to visit a Balenciaga virtual store showcasing digital apparel, which can be purchased outright or unlocked through a physical purchase.

Elsewhere in retail, Ikea has blurred the line between reality, fiction and advertising in a series created by McCann Spain to celebrate Ikea’s 25th anniversary in the country. During the show, a group of young contestants lived together 24/7 and were on their own in a house that could be straight out of your favorite sitcom.

The retro set has been modeled after a typical 90s Spanish home and stripped of all of Ikea’s usual stylish and practical homewares, such as its famous storage solutions and airy duvets. The bedding is scratchy, the bathroom is far too small for any beauty ritual and the telephone is almost an unknown object.

“It’s the first time that Ikea has made a campaign in the form of a reality show,” says Laura Durán, Marketing and Ideas Director at Ikea (Spain). “The objective was to show in a humorous way how Ikea products have democratized design, marking a before and after in Spanish homes since its arrival in 1996.”


Finally, Australia is currently battling the Delta variant of Covid-19 as major cities including Sydney and Melbourne break record cases, despite weeks of lockdown. Yet as the country struggles to overcome the spread, vaccine hesitancy is worrying medical experts.

An industry hard hit by the pandemic, Australia’s music scene received another blow on September 4 when the chief executive of Live Performance Australia warned that live events would not return until 85% capacity was allowed. by state governments.

Knowing that no commercial event, be it musical, theatrical, concert or festival, can run less than 85% financially, music industry stars have teamed up for a pro-vaccination ad campaign featuring Tim Minchin, Jimmy Barnes, Amy Shark, Paul Kelly and Hilltop Hoods.

#Vaxthenation has involved over 200 acts alongside major record labels, ticket agencies, tour operators and festival organizers.

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