For every quiet or understated piece of advertising, there seem to be 10 others loudly announcing themselves to the world. This past week, though, offered a mix of both. We got some high-octane hits, with three of our Top 5 campaigns set to infectious music and eager to get up in your face. But the other two are classic examples—as seen occasionally on the Super Bowl—of when quieter can be more compelling.

Hats off to Subaru and Instagram for the subtlety of their messages, and the other three, as well, for playing the volume game particularly well.

5. McDonald’s: Next Stop, McDonald's
Agency: Leo Burnett London

McDonald’s U.K. and Leo Burnett London had a hit last winter with “Raise Your Arches,” a spot where people’s eyebrows—unexpected proxies for the Golden Arches—were raised in rhythmic anticipation of a McDonald’s meal. This sun-drenched sequel brought the concept to the summertime, with vacationers totally unperturbed by the traffic jam they’re stuck in—because a McDonald’s sign is on the horizon. The Ferris Bueller music caps off the celebrations.

4. Subaru: A Beautiful Silence
Agency: Carmichael Lynch

This lovely minute-long Subaru spot, from agency Carmichael Lynch and director Lance Acord, tells a moving story of a boy (played by Emmy-nominated deaf child actor Keivonn Woodard) visiting California’s Yosemite National Park with his dad. It’s beautifully paced throughout, and the ending is pure joy and a potent reminder that corporate social responsibility efforts (Subaru is supporting the national parks generally here) needn’t be boring. Indeed, the storytelling should be just as compelling and evocative as any other brand work.

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3. Treasure Cave: Cave Dwellers
Agency: Carmichael Lynch

This is another Carmichael Lynch spot, but it’s miles away from the Subaru work—embracing unapologetically wacky humor to pitch Treasure Cave blue cheese. The setting is a dank cave—the product used to be made in caves—where a chorus of motley singers deliver the strangest of jingles about “where blue cheese gets its funk.” Director Andreas Nilsson, master of weird cheese ads of late, brings his typically offbeat sense of humor to the occasion for one of the best bits of oddvertising we’ve seen in a while.

2. Volkswagen Brazil: Gerações
Agency: AlmapBBDO

It’s been hard for agencies to know how to shoehorn artificial intelligence into their creative work, but AlmapBBDO touched a major cultural nerve with this AI stunt, resurrecting the long-dead Brazilian singer Elis Regina to perform a credible duet with her daughter Maria Rita—who was 4 when her mother died and who is now a fortysomething Grammy winner herself. Not everyone loved the work—there are clear ethical questions around forcing dead celebs to make posthumous, AI-enabled ad appearances—yet that debate only created more interest in the piece. In a world of disturbing deepfakes, this was a rare AI creation—two minutes of pure joy.

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1. Instagram: Instagram Connections
Agency: Johannes Leonardo

We all know how deep into social media Gen Z is—and how often it’s cause for concern. In two new short films, though, Instagram manages the rare trick of acknowledging that obsession, not dodging the criticisms entirely, yet highlighting the positive connections social media can also engender. The idea that it’s not all doom and gloom feels real in these shorts, which were directed with impressive restraint by Vincent Haycock. Nothing is sugarcoated—indeed, FOMO is a lurking presence in both stories. Yet seeing these teens search for friendship and love, via an app that allows them to be flexible in the ways they communicate, is unexpectedly touching. Social media may be as dangerous as critics say, but this is a reminder that it can change lives for the better. Sometimes.