Showing a strong man making many metal “balloon” puppies is new. Showing “strength” in a pain reliever ad is old. The beautiful commercials were directed by The Perlorian Brothers. But for my gut region, the above “Fish” spot pushed the smooth idea better and further (as did this mildly disturbing stocking foot-bread ad).

While this “Smoooth” campaign for the Swedish e-commerce company is from last year, it just went viral in September because of the “Mermaid Dog” execution, which was a nice-looking ad. The above horsepower spot is my favorite, but all three executions are excellent (see them here, director Tom Kuntz).

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