Spike Jonze For Apple, Serena For Nike: The Top 5 Ads Of The Week

Academy Museum of Motion Pictures gets shining, Delta takes off around the globe, and OVO Energy has a heavy metal reminder that climate change is real.

Spike Jonze For Apple, Serena For Nike: The Top 5 Ads Of The Week

A lot of newsy cultural bits make up this week’s collection of admirable advertising–among them an empowering message from Serena Williams, another bonkers music video-turned-commercial by Spike Jonze, a witty return to The Shining–but right now I want to talk about . . . Slayer.


The heavy metal band is not often utilized by brands, but this week U.K. power company OVO Energy swung for the WTF fences and managed to somehow get pairing the threat of climate change with the mad-as-hell speech from Network, and “Raining Blood” make total sense. Onward!

OVO Energy “It’s Time To Power Your Life Differently”

What: A new ad from U.K. energy supply company OVO Energy.

Who: OVO Energy, Uncommon

Why we care: For industry folk, this spot is notable because it’s the first piece of work from Uncommon, the creative company founded by former Grey London executives Lucy Jameson, Nils Leonard, and Natalie Graeme. For everyone else, it’s just a damn cool rebuttal to climate change deniers.


Nike “Until We All Win”

What: A new Nike commercial starring Serena Williams, who steps off the court to focus on what it means to be a woman.

Who: Nike

Why we care: It’s a strong ad that lives up to the standard Williams and Nike have set for their work together over the years, this time illustrating the parallels of vulnerability and determination between one of greatest athletes of all time, and the everyday women pushing their own limits around the world.

Apple “Welcome Home by Spike Jonze”

What: A four-minute music video for the new Anderson .Paak tune “Til It’s Over,” directed by Spike Jonze and starring FKA Twigs, that’s also a HomePod ad.

Who: Apple, Spike Jonze


Why we care: Once again, Spike Jonze creates a fantastically surreal dance routine music video, except this time it’s to show the ideal alternative reality Apple’s HomePod smart speaker can provide. It’s a little strange coming from the same guy who won an Oscar for warning us about the emotional dangers of artificial intelligence, but it’s still catchy as all hell.

Delta “Runways”

What: A new spot for Delta that has absolutely nothing to do with the NRA.

Who: Delta, Wieden+Kennedy New York

Why we care: On the face of it, this is a pretty standard travel ad. But a simple camera trick makes all the difference. Also, the Viola Davis voiceover was a nice touch. It harks back to 2015’s artsy runway spot “Take Off,” narrated by Donald Sutherland. Sometimes you don’t need to reinvent the wheel, just give it a different spin.

Academy Museum of Motion Pictures “Welcome to the Overlook Hotel”

What: A hilarious spot for the new Academy Museum of Motion Pictures, set to open in L.A. in 2019, featuring the hotel from the 1980 Stanley Kubrick classic The Shining.


Who: Academy Museum of Motion Pictures, Wieden +Kennedy Portland

Why we care: Oh man, this was a good gag. Hyping a new film history museum during the Oscars by creating an ad pretending to be a grand, post-renovation reopening of perhaps the creepiest hotels in film history. Perhaps this could be the start of an ad series using movies based on Steven King books? Up next, a Plymouth Fury car commercial, then a dog food spot starring an adorable pup named Cujo.

About the author

Jeff Beer is a staff editor at Fast Company, covering advertising, marketing, and brand creativity.