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Most Read of 2022: USA


LBB’s Josh Neufeldt rounds up America’s proudest work from the past year

Most Read of 2022: USA

End of year lists are great! Not only are they a fantastic opportunity to look back and reflect upon the work that’s truly stood out, but they also often serve as a catalyst for the fun moments where you’re in disbelief because it feels like the work came out yesterday, but really, it came out in January. 

Thus, in order to give you a chance at this rollercoaster of nostalgia, we’ve tapped into LBB’s most-viewed market - the United States of America - to present the country’s most appreciated work and features in 2022. Featuring several exciting car ads, praise for My Chemical Romance’s Gerard Way, an interview with an IP lawyer, every 2022 Super Bowl ad, and a Michael Bay-directed spot which sees the all-time classic debate of ‘football’ or ‘soccer’ come to a head, for your viewing pleasure, here’s a list of the States’ most popular work in the past year. 

Who Owns AI-Generated Art?

One of our most engaged with interviews from 2022 wasn’t with a big name director or creative. It was with a lawyer. The lawyer in question was Ryan Meyer, who specialises in IP law. LBB’s US and LATAM reporter Ben Conway picked his brains on the rise in AI-generated art and what it means for intellectual property and copyright law.

Sheep Breaks From the Herd in VW Campaign from Johannes Leonardo

Earlier this year, Volkswagen sought to develop its ‘Drive Bigger’ brand platform with the launch of two ads from Johannes Leonardo. With one featuring a sheep, and the other a pedestrian who thinks he is the centre of the universe, both spots are hilarious, and serve as playful reminders of the fact that VW wants to play a meaningful role in people’s lives. 

Every 2022 Super Bowl Ad

Exactly what it says on the tin: a big, ol' beautiful list of 2022’s Big Game spots.

Deaf Race Car Driver Kris Martin Demonstrates the Power of Silence for Kia

This creative work from David&Goliath, LA saw race car driver Kris Martin get behind the wheel of Kia’s all-electric EV6 GT. Directed by Marc Forster, the spot serves as a powerful reminder that engine volume doesn’t correlate to power, as Kris - who himself is deaf - reminds viewers that above all else, speed is something one feels. 

Welcome to the Wendyverse: Why Wendy’s Has Entered the Metaverse

After the success of its 2018 foray into 'Fortnite', Wendy’s took a logical next step in 2022: it created its own metaverse. The brand’s VP of media and social, Jimmy Bennett, told LBB’s editor-in-chief Laura Swinton more about why and how Wendy’s made that happen.

BSSP Taps AI to Reimagine the Nutcracker for the San Francisco Ballet

San Francisco Ballet seems to love firsts. In 1944, they were the first ballet company in the United States to put on a full-length production of ‘The Nutcracker’. And now, in 2022, they’re making history as the first performing arts organisation and ballet company in the world to tap into AI in their marketing and advertising outreach. Given that the holiday season is upon us, come embrace the season by checking out this work from Butler, Shine, Stern & Partners. 

Frito-Lay Asks David Beckham and Peyton Manning to Settle the Football or Soccer Score

Ahead of the World Cup, Great Guns USA pulled out all the stops on behalf of Frito-Lay, bringing in the likes of David Beckham, Mia Hamm and Peyton Manning to debate - in a Michael Bay directed spot - whether the beautiful game is called ‘football’ or ‘soccer’

Versus Co-Produces True Crime Docu-Series, 'Where is Private Dulaney?'

In 1979, when Private Leroy Dulaney vanished from his post at a Marine Corps base camp, his mother, Carol Dulaney, took matters into her own hands and undertook an investigation to find out what really happened. The resulting quest for truth led her to uncover a world of drugs, rumoured satanic cults, and a possible serial killer. If this teaser sounds interesting, click here to learn more about the docu-series, co-produced by Versus, which delves in-depth into the tale. 

Lexus Heads Out of Kansas to Take the Road Less Travelled in Wizard of Oz Inspired Spot

The advice for Dorothy to follow the yellow brick road was all well and good, but that’s probably only because she didn’t have a 2023 Lexus RX. Created by Public Groupe’s Team One, ‘Unfollow’ asks what would have happened if Dorothy took the road less travelled, and embraced the slightly revised mantra of ‘there’s no place like unknown’. 

Publicis Groupe’s ‘Thingamajig’: A Deep Dive on Le Truc with Andy Bird

It seems that many of you dear readers were intrigued by exactly what Publicis Groupe collective Le Truc is. One of its founding members and CCO, Andy Bird, told Americas editor Addison Capper exactly that in this chat.

My Creative Hero: Gerard Way 

Aside from producing some bangers, did you know that ‘My Chemical Romance’ frontman Gerard Way is also an acclaimed comic artist? If either or both of these reasons have instilled you an appreciation of the singer, this interview with One Thousand Birds sound designer Hayley Livingston will probably prove relatable (and hopefully not be her ‘Famous Last Words’ on the site). 

BMW Turns an Unlucky Event into a Holiday Homecoming for Festive Spot 

Question - is an unintentionally (and perhaps begrudgingly) given Christmas present still a good gift? The answer is undoubtedly yes, if Goodby Silverstein & Partners’ ‘Road Home’ spot is anything to go off of. Directed by Jonny Mass, this fun work for BMW’s annual Road Home Sales Event sees a son accidentally gift his father a new ride for the holidays. 

A Touch of Snow Comes to Buenos Aires in Apple's AirPods Pro Spot from Juan Cabral

Created by TBWA\Media Arts Lab Los Angeles, the agency’s Christmas work for Apple takes viewers to Buenos Aires, where the power of AirPods’ audio sharing feature enables two dancers to bring a touch of snow to the hot and sunny Argentinian streets. 

Endurance Athlete Rich Roll Opens up and Finds Peace with His past in Short Documentary

In 'Dear Rich', accomplished endurance athlete, author and podcaster Rich Roll shares a letter to himself, providing an intimate view into the struggles he’s faced with addiction. Exploring Rich’s connection with running, the work by Salomon TV and Stept Studios serves as a poignant reminder that just like Rich, we must overcome our fear of change to find out what we are truly capable of. 


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LBB Editorial, Fri, 16 Dec 2022 15:03:21 GMT