Teardowns
Every campaign in the library, taken apart and labeled. Filter by format or by verdict.
Apple — Crush!
A hydraulic press crushes a mountain of beautiful creative tools — a piano, paint, cameras, lenses, records, speakers, an arcade machine.
Pop-Tarts — The First-Ever Edible Mascot
A giant, anthropomorphic Pop-Tart descends into a giant toaster on a football field, is toasted, and then devoured by the winning team.
CeraVe's Super Bowl Troll
Is CeraVe a skin care brand or a feature-length improv bit starring Michael Cera?
La-Z-Boy — We The Lazy
A 100-year-old brand sprints to relevance by declaring "We The Lazy" and appointing a "President of Laziness."
He Gets Us — The Rebrand of Jesus
A series of stark, black-and-white photos show unlikely pairs washing each other's feet. A cop and a young black man. A pro-choice advocate and a right-to-life protestor. An oil exec and a climate activist. No product. No logo until the very end. Just a simple, confounding message: "Jesus didn't teach hate. He washed feet."
Airbnb Icons — Turning IP into IRL Stays
What if you could sleep in the X-Mansion? Or float away in the house from *Up*? Airbnb’s Icons campaign hooks you by making beloved movie fantasies a bookable reality.
Dumb Ways to Die — So dumb it's smart
A catchy, upbeat folk song about cute, jelly-bean-like characters dying in incredibly stupid ways.
McDonald's — Just say it with your eyebrows
A whole office communicates their shared desire for a post-work McDonald's run using only a synchronized flick of their eyebrows.
Barbie — Come on Barbie, Let's Go Marketing
A hot pink billboard with nothing on it but a date: July 21.
Heinz — Ketchup and Seemingly Ranch
A blurry fan photo of Taylor Swift eating chicken tenders at a football game.
TUMI x Lando Norris — Nothing is everything
A gravity-defying Lando Norris floats above the track, tethered only to his ultra-lightweight TUMI luggage.
McDonald's — The 'As Featured In' Meal
A global meal composed entirely of menu items that have appeared in famous movies and TV shows, from Seinfeld to Loki.
CeraVe & Michael Cera — Trolling the Super Bowl
A celebrity with a serendipitously similar name to a brand starts a rumor that he founded it.
Coors Light — The Official Beer of Everything
An absurdly niche, instantly-sold-out piece of merch that doubles as a campaign announcement.
Tubi — Rabbit Hole
A 15-second Super Bowl spot that tricked millions of viewers into thinking someone sat on the remote, causing mass confusion and a social media frenzy.
Spotify Wrapped — OOH billboards
Billboards that called out individual users — anonymously, hilariously — using their own listening data.
Liquid Death — "Murder Your Thirst"
A water brand packaged like an energy drink for people who hate energy drinks.
Apple — "1984"
A 60-second Super Bowl spot that positioned a computer as a liberation movement.
Old Spice — "The Man Your Man Could Smell Like"
A 30-second spot that talked past the user (men) and directly to the buyer (their partners).
Cards Against Humanity — "Give Us Your Money"
A Black Friday stunt where the brand raised prices and asked customers to send $5 for literally nothing.
Anonymous finance banner — "Approved in 30 seconds"
A programmatic display ad that fakes a system notification to bait clicks toward a high-APR loan product.