Memorial Day weekend might have been the unofficial start of summer, but the real heat comes from this week’s new batch of creative work from brands including Chili’s, Rimowa and Etsy, which understood the assignment (and ostensibly the client brief) and delivered some fire entries.Let’s get into it …Chili’sThe restaurant chain partnered with Grammy-winning artist Lizzo to bring back its iconic “Baby Back Ribs” jingle with a hilarious shot-for-shot homage to the classic spot featuring the “Juice” singer performing a remixed version of the song while playing — what else? — a “Baby Back Rib” flute. Created by agency It’s Advertising Time, with additional support from Edelman, Benchmob, Dentsu X and Gale, the campaign includes both the remix and an acapella version available for fans to stream. The work will live on YouTube (along with the original, which has been re-released) with distribution across social and digital platforms. Samsung USThe tech brand’s new awareness campaign, We Come To You, which highlights its Samsung Care service for Galaxy phone customers, is a fun blend of GenAI, human insights and talent. Created by Crispin and Mise-En-Scene, the work includes four hilarious 15-second spots featuring a handy tech who reliably appears to save the day for Galaxy users, even in somewhat dangerous situations. The campaign comprises a suite of over 250 creative assets running across programmatic and organic and paid social. EtsyThe online marketplace launched Celebrate Being Human, a beautiful new brand campaign documenting human life and its defining moments, including best friends, dog friends, heartbreak and restarts. Directed by Jess Kohl with cinematography by Adolpho Veloso and a soundtrack by Moses Sumney, the cinematic spot — which features both a real life and composited cast of couples, families and friends — taps into the shift among younger consumers who crave personal experiences in an increasingly digital world. The campaign, created by Orchard, will roll out in the U.S. and the U.K. throughout the summer across broadcast, digital, social and creator content. Orchard creative director Christine Taffe narrated the 6-second anthem spot and co-wrote the script with executive creative director Heather Larimer. RimowaThe luggage brand’s jazzy new campaign, For a Lifetime of Lives, is an episodic and visually gorgeous work following the life of a trumpet player as he travels from gig to gig. The story moves physically and through memories of his childhood growing up with a musician father who taught him his craft. Created by Smuggler’s directing trio Pantera, Window Seat, Run It Back and Another Take will momentarily make you forget you’re watching a suitcase commercial. Emplify HealthFor the latest entries in its A Little Empathy platform, the healthcare company tapped agency Cramer-Krasselt to create two sweet animated spots centered around its adorable heart-shaped “Little Empathy” mascot. Melting a Heart focuses on a senior couple, with a husband worrying over his hospitalized wife, while Caring for Dad finds a father trying to keep up with his soccer-loving daughter from his hospital bed. Both will likely give you the feels, especially the former if you’ve ever watched Up. The campaign also marks C-K’s expanded relationship with the brand to include media strategy and buying. KayemThe New England hot dog brand launched There When It Mattered Most, a comedically patriotic campaign reimagining defining moments in American history in celebration of America’s 250th. Created in partnership with the Museum of Fine Arts in Boston, the campaign features historical artworks from the institution with a twist: depictions of historical figures including George Washington, Abigail Adams and, of course, Benjamin Franklin holding hot dogs — which “allegedly” fueled the birth of the nation. The MFA will feature selected works from June 24 through July 2, with additional stops across New England throughout the summer. Fans outside of the region can check them out on the brand’s social channels.NPRThe news organization added three striking new spots to its powerful Fight For Your Right to Be Curious campaign, which replaced its three-lettered acronym logo with “who,” “why” and “how” to emphasize the importance of curiosity in an age when independent media is under attack. Created by Mischief @ No Fixed Address, the ads feature citizens in the midst of everyday activities pausing to ask burning questions such as, “Who gets to be American?” “How much do those feeds have influence on my kids?” and “Why are groceries still so expensive?"