Brands leaned into playful self-awareness this week. Uber staged a meta Irish exit, JCPenney poked fun at fashion’s gatekeepers, and Hotels.com reminded people that its name means exactly what it says.
Meanwhile, Burger King retired its King mascot to crown the customer, and Patrón enlisted Guillermo del Toro to prove that obsessive craftsmanship looks the same whether you’re making tequila or movies.
Our Most Effective Ad of the Week, in partnership with EDO, hypes McDonald’s new Big Arch burger.
Keep scrolling for the week’s most notable ads.
Burger King | “There’s a New King, and It’s You”
Burger King ditches its longtime King mascot in a self-aware ad that debuted during the Oscars. The spot spans seven decades of brand history before U.S. and Canada president Tom Curtis hands the crown to the customer. Burger King’s pivot aims to position it as a “brand for everyone,” said CMO Joel Yashinsky.
Uber | “Irish Xit” by Mother New York
For St. Patrick’s Day, Uber promotes one of Ireland’s biggest exports: the Irish exit. The ad gets meta, showing Love Island and Traitors U.S. reality star Maura Higgins ditching an Uber commercial via the ride app to enjoy a bubble bath at home.
Ugg | “Fluff Yeah”
Ugg brought back its popular Fluff Yeah sandal in response to customer demand. Comedian and actress Atsuko Okatsuka models the shoe in an ad inspired by sci-fi classics like Attack of the 50-Foot Woman and Godzilla.
