In an outrage-weary world, it’s refreshing when brands manage to understand what consumers are desperately craving in a given moment—and then give it to them. This week, AdLand looks at some campaigns that did just that.

But first, a throwback to 2015, when the Ad Council acknowledged the world needed fewer trending celebrities and more trending solutions. The “Trend on This” campaign used star power to redirect attention to important issues like ebola.

Nobody wants to hear about Sydney Sweeney and her jeans (genes) anymore. You know what we want? Attractive people dancing in stylish outfits to songs we recognize. That’s it. It’s not difficult. Thank you, Gap, for getting the American Eagle taste out of our mouths.

Inspired by the trending plush icon, Fairy detergent created its tragically messy twin: the Labou…bou.

Over the past month, every middle and high school child and parent has been given a lecture on appropriate mobile phone usage during school hours. EE wisely took the opportunity to promote its new program to support young people at different stages of their digital development.

Thanks for reading! Want to see your campaign featured on AdLand? Submit here!