By Brittaney Kiefer
Copyright adweek
Maybe she’s born with it. Maybe it’s Miley.
This week, the cosmetics brand revealed a new global spokesperson who reimagines its famous jingle.
Meanwhile, Ben Stiller is the latest celebrity to get into the beverage business, and NikeSkims finally launched after a few production setbacks. Laphroaig announced an unexpected collaborator, and FedEx made fun of old-school office culture.
Scroll down to revisit this week’s advertising highlights.
Stiller’s Soda | “No Prebiotic” by Special Guest
Ben Stiller just entered a crowded market with his new soda line, Stiller’s Soda. The alternative soda category is booming, and celebrity beverage brands are also aplenty. But the actor and filmmaker tries to stand out the best way he knows how: with self-awareness and deadpan humor. Stiller’s debut ad pokes fun at the phenomenon of celebrity founders, with the caveat that the product isn’t some “prebiotic bulls**t.” It stars Stiller himself and his creative partner, fellow actor and filmmaker Justin Theroux.
NikeSkims | “Bodies at Work” by Wieden+Kennedy
Nike and Skims are coming together, marking the first time the sportswear giant has launched an entirely new brand with an external company. The first NikeSkims spot has some trademarks of a classic Nike commercial, with a cast of 50 women athletes including Serena Williams, Jordan Chiles, Romane Dicko, Sha’Carri Richardson, and Madisen Skinner. Skims co-founder and chief creative officer Kim Kardashian also makes an appearance.
Laphroaig | “The Taste”
Actor Willem Dafoe waxes poetic about whisky in a short film for Laphroaig. He tries to capture the distinct taste of the famously smoky malt, drawing parallels with a childhood memory of admiring astronauts. Laphroaig is also collaborating with Dafoe on a limited-edition product set to launch next year.
Maybelline | “Maybe It’s…”
Miley Cyrus joins a long line of Maybelline muses. The pop star put her own spin on Maybelline’s iconic jingle to kick off a global partnership with the makeup brand. “I remember singing the Maybelline jingle as a kid and imagining it was me on the screen. Now, it is. To take something so iconic and make it mine—it’s powerful and personal,” Cyrus said in a statement.
FedEx | “The Real Power Move” by BBDO
FedEx pokes fun at old-fashioned corporate power moves, like showing up purposefully late to meetings, wearing a flashy watch, or making intense eye contact with colleagues. Such moves don’t help you gain an edge—they’re just awkward or creepy. The real power comes from using FedEx’s technology, according to the campaign.
