No shortage of star power this week: Gap taps Hailey Bieber for a denim revival, Patrick Mahomes returns for Coors Light, Succession's Nicholas Braun directs and stars in Shinola's first campaign in 15 years, and Liquid I.V. links up with the new Spider-Man movie. Meanwhile, MLS wants to keep soccer excitement going after the World Cup, and Anthropic takes on AI's hardest questions. Our Most Effective Ad of the Week, in partnership with EDO, gets viewers ready for summer travel. Keep scrolling for the week’s most notable ads. Anthropic | "Hope in Hard Questions" by Mother The latest from the AI company's "Keep Thinking" campaign brings issues around tech and responsibility into focus, stressing the importance of human input and interaction, rather than passive acceptance, in our daily usage. A dramatic montage of burning buildings, facial recognition software and other moral panics gives way to a vibe shift, landing on a more optimistic outlook, one where trust and partnership win out. MLS | "Thanks World, We’ll Take It from Here" by Ogilvy With the World Cup packing up and leaving town this weekend, Major League Soccer kicks off its biggest marketing campaign ever, looking to capitalize on all that Beautiful Game goodwill. The high-energy spot features Lionel Messi, Son Heung-min, David Beckham, and Matthew McConaughey, alongside flag-waving fans, delivering a timely reminder that plenty of boldface names are playing in a town near you. Liquid I.V. | "Your Friendly Neighborhood Hydration Brand" The Unilever brand teams up with Marvel's upcoming Spider-Man: Brand New Day, with big-screen product placements, a co-branded line of hydration formulas, and this 30-second film starring Jacob Batalon, who plays Peter Parker's best friend, Ned Leeds. Blissfully unaware of what's happening just outside his field of vision, Leeds strolls down a New York street while Spidey dutifully averts one impending disaster after another. Shinola | "The Restaurant" by GentleForces Nicholas Braun, Succession's Cousin Greg, makes his directorial debut for Shinola, the watch brand that 15 years ago became a stylish symbol of a rejuvenated Detroit. Braun stars in the 55-second spot, sitting in a restaurant in tight close-up and, apparently, having a genuinely tense conversation with an unseen partner, while a ticking clock builds the tension. There is, however, still time for a pleasingly Greg-esque finale. Gap | "The Hailey Jean" by Invisible Dynamics Rhode founder and model Hailey Bieber is the face of Gap's new denim capsule collection, shown here in a homage to an analog world, set to The Cranberries' "Linger" (fast becoming the go-to soundtrack for any 1990s nostalgia trip). The 60-second hero film is artfully done, more akin to a fashion shoot with its white-on-white, minimalist backdrop. Liquid Death | "Liquid Death Energy Gets You Chicken Wings" The busy beverage brand announces its Sparkling Energy drink in customarily quirky style, offering consumers a chance to win a gift card toward an order of chicken wings. The promotional campaign kicks off with this 30-second spot featuring unfortunate drinkers who mistakenly believe energy drinks can help you fly (this may or may not be a dig at rival Red Bull). Back Market | "The Back Market Promise" by Mother Thibaud Hug de Larauze, the French founder of the global marketplace for refurbished tech, enlists his mom's help for this comedic spot where he swears on her life (not his, you'll notice) that the brand can be trusted to deliver quality products. The horrified maman looks on as Back Market staff take inventory of every one of her personal possessions, while her son offers a sympathetic Gallic shrug. Coors Light | "Mahomeses" by Mischief @ No Fixed Address Patrick Mahomes makes a kind-of comeback with Coors Light, only this time the celebrated Kansas City Chiefs quarterback is playing producer, casting a critical eye over Modern Family star Eric Stonestreet, the actor brought in to play him in a new campaign. It's a neat way of complying with laws that forbid active athletes from promoting alcohol: the 50-second spot sees Mahomes giving a lukewarm approval for his unlikely successor. E*TRADE | "What's Next" by 72andSunny New York E*Trade’s campaign traces the history of financial innovation—from goat herders to Reagan-era day traders—to introduce crypto trading on its platform. The spot debuts around MLB All-Star Weekend and the Home Run Derby, backed by a first-to-market Reddit unit with real-time crypto pricing. Most Effective Ad of the Week Trivago | "Compare Hotel Prices ft Jurgen Klopp" Trivago’s ad debuted on April 22 and encourages travelers to compare hotel prices across booking sites to find the best available deal. The spot highlights how quickly users can compare rates on the Trivago app and save money before booking their stay. It was 52% more effective than the average ad