May came in hot — and not just because of the weather. From real-time fashion parodies to nostalgic pop-ups and cheeky outdoor ads, brands brought their A-game last month. And we noticed.
Here are five campaigns that stood out from the crowd, made us smile (or double-tap), and gave marketers a masterclass in how to do things right.
1. GymShark: Serving Looks (and Abs) After the Met Gala
What do you do when the Met Gala shuts down the internet with pearl-studded outfits and over-the-top capes? If you’re GymShark, you flex your creative muscles fast.
Just 24 hours later, the fitness brand recreated some of the night’s most viral looks using its new Vital Sculpt line. Think: red carpet drama, but make it gymwear.
Why it worked:
It was clever, timely, and didn’t take itself too seriously. Plus, it showed off the new collection in a way that felt anything but salesy.
💡 Steal this: Own your moment. Pop culture moves fast — your brand should too.
2. Confused.com: “Just Used Confused“
Insurance ads aren’t exactly known for joy. But Confused.com broke the mold — literally. In this surreal spot, people float like balloons after using the platform. Elation, visualized.
Until real life (and gravity) brings them back down, of course.
Why it worked:
It turned a boring task into something you feel. It’s strange, a little funny, and unexpectedly delightful.
💡 Steal this: Don’t be afraid to get weird, especially when the product isn’t exciting on its own.
3. Sorana: iPods, Nostalgia, and a Bit of Mystery
No major label budget? No problem. Romanian artist Sorana turned heads with an old-school move: placing decorated iPods in big US cities, loaded with her unreleased music.
Fans who found them got a sneak peek and a story to tell. Socials lit up. People got curious. Mission accomplished.
Why it worked:
It tapped into nostalgia, felt unexpected, and gave fans a reason to go outside and engage.
💡 Steal this: Big ideas don’t always need big spend. If it’s weird, fun, and totally on-brand, you’re golden.
4. Tesco F&F: “Style It Out“
Tesco’s fashion arm is officially having a moment. Shot by filmmaker Alex Prager, the new F&F campaign is cinematic, stylish, and surprisingly relatable.
It’s all about facing everyday embarrassments (hello, escalator tumble) in absolute style. The message? You don’t need to be perfect — just well-dressed.
Why it worked:
It made fashion feel human and cool. Plus, it gave Tesco a seat at the grown-up fashion table without trying too hard.
💡 Steal this: High concept meets high street? That’s how you surprise people.
5. Uber Eats: Love, Bouquets, and a Greenhouse on Wheels
Mother’s Day can be… a little cliché. But Uber Eats gave it a personal twist. In NYC and LA, they rolled out a mobile greenhouse filled with fresh flowers, where kids could stop by, pick a bouquet, and write a heartfelt note for Mom.
It was wholesome, visually beautiful, and — surprise — entirely free.
Why it worked:
It wasn’t a hard sell. It was a sweet reminder that Uber Eats brings more than just dinner; it brings moments.
💡 Steal this: Experiential marketing doesn’t have to scream. Sometimes, soft and sincere does the trick.
What May’s Best Ads Taught Us
May’s top ads showed us how to stand out with timing, creativity, and heart.
- Act fast: GymShark seized the Met Gala moment before it cooled off
- Make it memorable: Confused.com turned boring insurance into fun and weird
- Use nostalgia: Sorana’s iPod stunt sparked curiosity without a big spend
- Be real with style: Tesco F&F made everyday awkwardness look cool
- Keep it gentle: Uber Eats’ flower greenhouse proved subtle moments matter
💡 Bottom line: smart, timely, and relatable beats loud every time.
