It seems that the period of lockdown favors people's creativity. No wonder – after all, isolation from an excess of stimuli allows us to unleash the reserves of expression dormant within us. You only need to look around your immediate surroundings. The outburst of painters, musicians and broadly defined amateur artists is clear proof of the thesis put forward earlier. Does this regularity also hold true for employees of the creative industry? See our selection of the 7 most interesting August ads from around the world!

1. Fortnite: Nineteen Eighty-Fortnite

Fortnite has become something more than just an online game. It is a genuine pop-culture phenomenon, a brand universally recognizable, especially among people from Generation Z. The boundary between the real and virtual worlds is becoming increasingly blurred here – just look at the popularity of the dances from this game or watch the recordings of concerts by Travis Scott, Marshmello and Diplo.

Fortnite vs. Apple

The #FreeFortnite campaign is a blow aimed at Apple. Why? Well, the company from Cupertino is accused of monopolistic tendencies. The flashpoint of the whole situation was the Fortnite update of August 13, 2020. It allowed players to complete micropayments directly in the app, bypassing the classic payment mechanism in the App Store. Thanks to this solution, Epic Games (the maker of Fortnite) managed to bypass the 30-percent commission for the popular Apple. In response, the game was removed from Apple's distribution platform.

The Nineteen Eighty-Fortnite spot clearly – from the title to the visual style – references the classic work of dystopian literature, George Orwell's "Nineteen Eighty-Four". The personification of the company, a kind of counterpart to Big Brother, is Tart Tycoon, a dark, anthropomorphic, bitten apple dressed in a suit. Interestingly, the structure of the entire ad is a paraphrase of the 1984 spot promoting the Macintosh computer.

See for yourself:

 

2. Nike: Better

Nike has accustomed us to the format of perfectly tailored, inspiring ads. And this time we shouldn't be surprised either. The whole spot focuses on the figure of this brand's icon, the legendary NBA basketball player Kobe Bryant. The athlete nicknamed Mamba was for many people a role model, an inspiration to become someone great. The striking dynamism draws attention, emphasized both by the voiceover commentary and the variable editing pace. The ad also strikes sentimental chords and is a kind of farewell from Nike to the basketball player who tragically passed away this year.

See: 8 inspiring posters from advertising campaigns!

3. Chorus: Fibre. It's how we internet now.

The most interesting ads of 2020 – our editorial August selection

The New Zealand telecommunications service provider draws attention to the growing importance of the internet in our lives. A good connection is now essential for almost everything: work, communication, household chores. Thanks to the glitch aesthetic popular in recent years, this is shown in a very evocative and attention-grabbing way. At first, the viewer cannot be sure whether the interference is caused by external factors or is a deliberate choice by the creators.

4. KFC: KFC presses pause on "It's Finger Lickin' Good"... for now

KFC's reaction to the new, pandemic reality in which encouraging people to lick their fingers seems a bit out of place. That is why the company from Kentucky presses the pause button and temporarily drops the sensitive phrase from its famous slogan "It's Finger Lickin' Good!". Even though we shouldn't go for this unhygienic activity, Harland Sanders still assures us from KFC packaging that their food is delicious. The spot is part of a campaign we wrote about earlier.

5. Adidas: Ready for Sport


As in the case of Nike, the Adidas brand is also a guarantee of the highest quality in the field of advertising. The German company draws attention to the fact that sport is coming back after a difficult period of lockdown. That is why we should appreciate it. The spot is, in a way, a tribute to physical culture. It inspires us to practice it and convinces us that every person has a true athlete in their heart.

See: what Polish fans lived through during the lockdown!

6. Bonds: Turtlenecks & Crewnecks

The Australian men's underwear manufacturer uses a simple and funny metaphor to show that its products provide the highest comfort of use. The taboo subject, which whether we like it or not must be present in this industry, was treated with an appropriate dose of humor. Grasping the message may take a short moment, but the Eureka! moment that follows will certainly bring a smile to our faces.

7. Volvo: Protect Neymar

That Volvo puts passenger safety first has been known for a long time. The Swedish automotive brand emphasizes that the Volvo XC60 is the safest car in the world. They assure that even the Brazilian football star, Neymar, can feel completely safe in it. This is a reference both to the player's susceptibility to injuries and to his tendency to dive. Should we take this as a more empathetic suggestion or a cynical comment?