Adweek’s Top 10 Commercials of the Week

1

Smart Fortwo ‘Offroad’

If there were a Crowd Pleasing Lions contest at Cannes, this Smart car commercial from BBDO Germany would have run off with it this year. It's a great little David and Goliath story about a Smart Fortwo that goes offroading, leading to all sorts of amusing sight gags—and a killer ending.

2

Nike ‘Leave a Message’

There are people who might actually want to congratulate LeBron James on his second NBA championship in a phone message. Wieden + Kennedy lets you do just that in a campaign launched last Friday, the morning after the Miami Heat put away the San Antonio Spurs for their second title in three years.

3

Discovery Channel ‘Shark Week 2013’

Remember when they fed the lamb to the T-Rex in Jurassic Park? The Discovery Channel's new ad for Shark Week 2013 is kind of like that.

4

Acura ‘Made for Mankind’

Epic yet quiet, Mullen's first commercial for Acura, touting the 2014 MDX, feels unusual for a car ad. Not until 37 seconds into the 60-second ad does a car appear, although it then remains on screen until the end.

5

Fanta ‘Official Sponsor of Fantasy’

Ad agency Jung von Matt/Neue Elbe and directing duo Alex & Steffen stage an orgy of CGI insanity, referencing various effects-driven fantasy blockbusters from the past 20 years, in this spot branding Fanta as "The official sponsor of FANTAsy."

6

DirecTV ‘Troll’

Lovable monsters have a proud history, from Shrek to Sesame Street. DirecTV adds another to the mix in a cinematic new spot from Grey, New York, one of three in a mini campaign showing how you can record DirecTV shows and watch them anywhere on any device.

7

Tap King ‘Is It Me You’re Looking For?’

[brightcove id="2509521702001"]You wanted a beer, but is it Lionel Richie you're looking for? Tap King makes good use of one of the most recognizable songs in history.

8

Optimum ‘Midwuls’

Mother New York made up a word, "MIDWULS," using the last seven digits of Optimum's phone number, and created an integrated campaign around it. MIDWULS, we're told, is "that incredible feeling that comes when you get a great deal on TV, phone and Internet" by signing up with Optimum.

9

Red Bull ‘Danny MacAskill’s Imaginate’

This seven-minute Red Bull video cements Scottish cyclist Danny MacAskill's standing as a badass brand spokes-man. It took 68 weeks over a two-year period to shoot this mix of fantasy, memory and dazzling bicycle stunts.

10

Apple ‘Making a Difference’

Apple speaks clearly and with great confidence in "Making a Difference One App at a Time," a 10-minute film by TBWA\Media Arts Lab that focuses on how third-party iOS apps can profoundly change people's lives.