2025 on Inside That Ad

Apple 'Great Ideas Start on Mac': Jane Goodall's Last Campaign

Wed, 08 Jul 2026 09:00:00 +0000

Dr. Jane Goodall died on October 1, 2025. Three weeks later, Apple released “Great Ideas Start on Mac” — a campaign she had recorded voiceover for before her death, narrating a quiet film about the moment before anything exists: the blank page, the blinking cursor, the instant of not-yet.

The timing was not planned. The resonance, consequently, was impossible to manufacture and impossible to ignore.

The Campaign’s Central Idea

TBWA\Media Arts Lab built the “Great Ideas Start on Mac” platform around a deceptively simple observation: every significant creative act — every scientific discovery, every film, every design — begins with nothing. The blank page is not a metaphor. It is the literal starting condition of all creative work, and it is also the moment of maximum anxiety for anyone who makes things.

Guinness 'Lovely Day': AMV BBDO's 2025 Premier League Anthem

Fri, 03 Jul 2026 09:30:00 +0000

Guinness has a long relationship with sport advertising and a longer relationship with pubs. “Lovely Day for a Guinness,” launched to coincide with the 2025/26 Premier League season, is a campaign that understands both — and knows that what actually connects them is not the sport itself but the people gathered to watch it.

The Music Choice

Barry Can’t Swim’s “All My Friends” is the sound of a particular feeling — the warmth of being in a room with people you’re glad are in your life, set to a track that builds without quite resolving. The producer and DJ, who emerged from Glasgow’s electronic scene, found a global audience in the mid-2020s with music that walks the line between club and kitchen — too melodic for a dance floor, too alive for background listening.

Stella Artois 'David and Dave': Beckham, Damon, and the Lager Pivot

Fri, 03 Jul 2026 09:00:00 +0000

Matt Damon and Ben Affleck founded Artists Equity, a production company, with the explicit intention of making content where the talent participates in the economics of the project. The fact that Damon then appears in a Stella Artois Super Bowl ad produced through his own company is either a conflict of interest or a perfectly aligned incentive structure, depending on your point of view. Either way, “David and Dave” — the resulting spot — works.

Nike 'So Win': Doechii and the Super Bowl Ad About Doubters

Wed, 01 Jul 2026 09:30:00 +0000

Nike has run Super Bowl advertising before. What it has not always done is find the specific thing it wants to say. “So Win,” the brand’s Super Bowl LIX spot from Wieden+Kennedy Portland, directed by Kim Gehrig through Somesuch, is specific in a way that Nike advertising has not always been in recent years — specific about who it is talking to, what it is saying, and why now.

The Voiceover

Doechii’s voice is the entire architecture of the spot. The rapper and Grammy winner narrates a catalogue of things women in sport are told — that they are too aggressive, too emotional, too loud, not good enough, not the right kind of athlete — and then responds to each one with the same two words: So win.

Budweiser 'First Delivery': The Clydesdale Foal's Super Bowl Debut

Wed, 01 Jul 2026 09:00:00 +0000

Budweiser has been running Clydesdale advertising since 1933 — the year Prohibition ended and the brand’s founders sent a team of the horses to deliver a case of beer to President Roosevelt. The 2025 Super Bowl spot, “First Delivery,” is the 47th time the Clydesdales have appeared in the Big Game. The familiarity of the setting and the familiarity of the animals are the point: this is a brand that knows what it is and is not apologizing for it.

Amazon Five Star Theater: Benedict Cumberbatch Performs Customer Reviews

Thu, 25 Jun 2026 09:15:00 +0000

The premise sounds like it was written in one sentence and immediately greenlit: cast one of the most formally trained actors alive and have him perform the most informal writing on the internet as if it were Chekhov.

Amazon’s 2025 holiday campaign, “Five Star Theater,” features Benedict Cumberbatch — returning from a decade-long hiatus from live theater — delivering genuine five-star Amazon customer reviews as dramatic theatrical monologues. The reviews are real. The products are real. The performance is completely unhinged in the best possible way.

HOKA 'Together We Fly Higher': A Running Ad About Community

Thu, 25 Jun 2026 09:00:00 +0000

Most performance footwear advertising is about the individual. The lone runner before dawn. The athlete breaking through the wall. The shoe that makes you faster, tougher, better. HOKA’s 2025 global campaign, created by Anomaly, deliberately walks away from that playbook — and in doing so, produces something more memorable than any of it.

“Together We Fly Higher” launched globally in July 2025 and centers on a deceptively simple idea: no runner gets there alone.