Just a few weeks separate us from summer, and global brands are racing to welcome it. We bring you a selection of interesting summer campaigns from AdAge’s Top 5 list for this week.Check out the list:
5. Big Green Egg: Kuvajte na vatri, oni će doći
Agency: Humanaut
Humans have been cooking with fire for millennia. The sense of that epic journey is ironically echoed in Humanaut’s new campaign for the Big Green Egg ceramic grill — celebrating the primal joy and communal spirit of outdoor cooking. This is Big Green Egg’s first real brand campaign, bringing a warm and welcoming tone with well-balanced visuals that highlight the brand’s sustainability, versatility, and power to bring people together.
4. Sprite: Turn Up the Refreshment
Agency: WPP Open X, led by Ogilvy
Sprite promises a break from the heat this summer with two stylish spots that focus on recognizable seasonal enemies: hot car seats and scorching beach sand. The “Turn Up the Refreshment” campaign also features a fun outdoor element, with billboards triggered by real-time temperatures. On-pack promotions offer a chance to win VIP packages for the “Waterbomb” music festival and other music events around the world. Overall, the campaign is fire.
3. Oura: Give Us the Finger
Agency: nice&frank
Many campaigns have celebrated aging over the years, but few have been as compelling as this one. A lively, empowering spot by nice&frank highlights real people — from tango dancers to street artists — who see aging as something to embrace, not fear. Directed by Valid Labri of Love Song, the spot channels vibrant energy and optimism with dynamic visuals.
2. Samsung: Light Day
Agency: BBH USA
Doechii is one of those effortlessly cool celebrities who lends instant style cred to any brand she partners with. Fortunately, Samsung has a sleek new product to promote: the ultra-thin Galaxy S25 Edge smartphone. The resulting spot is moody yet elegant, with Doechii’s vibrant personality shining through. She’s clearly having a great time — and it’s contagious — even as her scene partner, an alligator named Koko, grumpily reacts to her choice of belt. (It’s vegan, the singer reassures him.) The partnership extends to live events, fully immersing the brand and product in Doechii’s rich, evocative world.
1. Onda Azul Institute: Wilson’s Odyssey
Agency: Africa Creative
Thought you’d seen the last of Wilson, the worn-out volleyball from Cast Away that drifted away from Tom Hanks at the end of the 2000 film? Well, he’s back! This time as a warning about ocean pollution in a campaign by Africa Creative. A dedicated website tracks Wilson’s 450+ year journey as he slowly disintegrates into microplastics. The campaign is resonating strongly, breathing a little more life into Wilson for a cause. The site’s data visualizations are impressive, tracing Wilson’s current location in the “Great Pacific Garbage Patch.” Combined with other grim environmental data, it’s a powerful example of putting a face to a problem — even if that face is a bloody handprint.
https://adage.com/creativity/campaigns-commercials/aa-best-ads-oura-samsung-onda-azul/
