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Ads of the Week: Mama's gonna knock you out, the first driver, universal language of food and more...

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R/GA New York - Mercedes-Benz

R/GA New York’s latest spot for Mercedes-Benz takes a look back at the brand’s past for inspiration.

The agency highlights the anniversary of the first ever long-distance drive, carried out by Bertha Benz, the wife of Benz Patent Motorwagen creator Karl Benz, purportedly without his knowledge, which took place in August 1888. It makes for a compelling story, which R/GA and production company Normal Content crafted into a short film, beautifully shot in black and white and set to a sparse piano track, entitled “The First Driver,” released on the brand’s social media channels.
 

Droga5 - Chase

Chase released a new spot starring new mother Serena Williams as she goes back to work in preparation of the US Open. Queen is a theme for the commercial, which showcases the tennis superstar putting her daughter Olympia Jr to bed before getting herself back to her office, the tennis court. Williams channels her inner rapper, reciting LL Cool J’s ‘Mama Said Knock You Out.’ The lyrics, written back in 1990 take on a modern meaning for the 23-time grand slam champion. “I've been here for years, I'm rocking my peers, puttin' suckers in fear.” “I’m gonna knock you out,” Serena growls to the screen, and probably her US Open competitors, “Mama’s gonna knock you out.”
 

JWT Amsterdam - Plus Supermarket

In a world shackled by borders, boundaries and limits, the topic of diaspora often gives rise to contention. As such, when handling the sensitive topic area of refugee migration, brands must be tactful with how they approach it. J. Walter Thompson Amsterdam's new campaign for Plus Supermarket tackles the refugee crisis in a heartwarming and original way, delicately dissolving boundaries with help from the universal language of food.
 

Memac Ogilvy Dubai - IKEA


To launch the new 2019 Catalogue, Memac Ogilvy Dubai and IKEA remind us that ‘home’ is where we feel free to truly be ourselves. It’s where we feel alive again.

 

Grey London - Gilette

With over 100 years at the forefront of shaving and an iconic slogan that is synonymous with the brand's heritage, Gillette tasked Grey London with creating a new campaign that revitalises the ‘Best a Man Can Get’ tagline while questioning what ‘best’ means to the modern-day man. The campaign celebrates modern male virtues - self-expression, internal and external well-being, comradery, and dependability. ‘Best Men’ aims to reflect Gillette’s relevance to the modern man and demonstrates how Gillette understands what being the 'best' means for men in 2018, and how it has evolved since they launched the iconic campaign in 1989.
 

 

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