From therapy hidden inside ice cream tubs to Harrison Ford in a kilt, this week’s standout ads found smart ways to package fandom, comfort and absurdity into ideas people would actually stop and watch.
The Drum’s Ads of the Week (May 8, 2026) features seven campaigns that break through the noise — blending humour, heart, and unexpected collaborations.
1. Michelob ULTRA: The $90,000 Temp Job at FIFA
What it is: Michelob ULTRA turns trophy delivery into a bizarrely high-paying temp job.
The hook: $90,000 for 90 minutes of work carrying the Superior Player of the Match trophy at a FIFA spectacle.
| Campaign Element | Detail |
|---|---|
| Role | “Chief Trophy Officer” |
| Pay | $90,000 for 90 minutes |
| Application | 90-second video explaining why you deserve the role |
| Commentator | Kevin Hart |
Why it works: The campaign borrows LinkedIn and corporate recruiting language, then drops it directly into FIFA spectacle. Kevin Hart’s joke about applying for the role himself keeps the tone from becoming overly polished.
2. Rula + Van Leeuwen: An Empty Pint Filled with Therapy
What it is: A mental health campaign disguised as ice cream packaging.
The twist: You open a Van Leeuwen pint and find nothing inside — just a QR code connected to an actual therapy session.
| Element | Detail |
|---|---|
| Brands | Rula (mental health) + Van Leeuwen (ice cream) |
| Concept | Empty pint → QR code → therapy session |
| Also included | A real scoop of ice cream (so not completely empty) |
Why it works: The discomfort of finding an empty pint echoes the campaign’s message — distraction and self-soothing only go so far. Van Leeuwen’s history of weird flavors (ranch dressing, mac-and-cheese) makes the empty pint feel in character.
3. Glenmorangie: Harrison Ford in a Kilt with His Own Whisky
What it is: The latest chapter in Glenmorangie’s partnership with Harrison Ford.
The scene: Ford in a kilt, sitting by a campfire in Wyoming, quietly praising Scotch.
“It’s very nice.” — Harrison Ford
| Element | Detail |
|---|---|
| Star | Harrison Ford |
| Setting | Campfire, Wyoming, wearing a kilt |
| Whisky | Shaped around Ford’s own preferences with Dr Bill Lumsden |
| Tone | Quiet, slow, charming, unpolished |
Why it works: No dramatic voiceover, no expensive watch. Just Ford looking slightly confused, amused, and completely unconcerned with protecting his movie-star mystique.
4. Disney+: A Monster Story That Feels Beautifully Human
What it is: A campaign following one person through different stages of life, using films as emotional timestamps.
| Life Stage | Film Reference |
|---|---|
| Childhood | Monsters, Inc. |
| Teenage years | The Sixth Sense |
| Adulthood | The Walking Dead |
Why it works: Most streaming ads drown viewers in content grids. Disney+ focuses on memory instead of inventory — where you were, who you watched with. Olivia Rodrigo soundtrack + 35mm cinematography + restraint = emotional continuity.
5. Cricket Wireless: Sweaty, Loud and Strangely Durable (with WWE)
What it is: The latest WWE partnership spot with Cody Rhodes.
The scene: Cody Rhodes training Cricket’s animated mascots inside the “Nightmare Factory” — screaming treadmill instructions at a cartoon with an “aerodynamic head.”
| Element | Detail |
|---|---|
| Partnership length | Over a decade |
| Star | Cody Rhodes |
| Campaign | “Champions Never Rest” |
Why it works: Most celebrity sponsorships feel interchangeable. Cricket + WWE has built recurring characters, jokes, and tone that fans recognize. WWE fans are significantly more likely to be Cricket customers.
“We’ve been able to take Cricket Wireless places we couldn’t have gone without them.” — Cindy Rozier, Cricket VP
6. Adidas + Timothée Chalamet: A Five-Minute Football Fantasy
What it is: A World Cup hype film starring Timothée Chalamet, Messi, Beckham, Zidane, Bellingham, Yamal, Rodman, and Bad Bunny.
The lineup:
| Legends | Current Stars | Wild Cards |
|---|---|---|
| Messi | Jude Bellingham | Bad Bunny |
| Beckham | Lamine Yamal | Timothée Chalamet |
| Zidane | Trinity Rodman | — |
| Del Piero (digitally recreated younger version) | — | — |
Why it works: Adidas recreates the feeling of old football ads people still talk about decades later. Chalamet brings fan energy instead of athlete polish. The analog textures, street courts, and slightly exaggerated cinematography capture late-’90s football magic.
7. King’s Hawaiian + Van Leeuwen: Viral Bread Becomes Ice Cream Sandwich
What it is: King’s Hawaiian’s hard-to-find Ube Coconut Rolls get a second life as a limited-run ice cream sandwich with Van Leeuwen.
| Element | Detail |
|---|---|
| Original product | Ube Coconut Rolls (viral sellout) |
| Collaboration | Van Leeuwen ice cream |
| Form | Ice cream sandwich |
| Visual hook | Deep purple ube color photographs beautifully |
Why it works: Ube performs well online (purple = social media gold). Van Leeuwen has credibility around unusual flavors. The result feels playful, visually distinctive, and specific to both brands.
Summary Table: All Ads of the Week (May 8, 2026)
| Brand | Campaign Concept | Key Hook |
|---|---|---|
| Michelob ULTRA | FIFA trophy temp job | $90,000 for 90 minutes |
| Rula + Van Leeuwen | Empty ice cream pint with therapy QR code | “Ice cream fixes everything” taken literally |
| Glenmorangie | Harrison Ford in a kilt with his own whisky | “It’s very nice” |
| Disney+ | Life stages through movies | Monsters, Inc. to The Walking Dead |
| Cricket Wireless | Cody Rhodes training cartoon mascots | 10+ year WWE partnership |
| Adidas | Timothée Chalamet + football legends | 5-minute World Cup fantasy |
| King’s Hawaiian + Van Leeuwen | Ube coconut roll ice cream sandwich | Viral bread + purple dessert |
The Common Thread
What ties these ads together? Specificity, absurdity, and restraint.
- Michelob ULTRA made a temp job feel like a side hustle.
- Rula made therapy feel slightly less intimidating by hiding it in an ice cream pint.
- Glenmorangie let Harrison Ford be himself.
- Disney+ trusted memory over marquee IP.
- Cricket Wireless outlasted every other sponsorship.
- Adidas remembered why football ads used to feel magical.
- King’s Hawaiian turned bread into dessert.
That’s why they made Ads of the Week.
