I love it when agencies and brands respond quickly to things going on in popular culture.
Specsavers have always been fantastic at this, sometimes even being in the newspapers on the same day as the story they are referring to. (E.g.: The South/North Korea flag issue last year)
I saw this image from a creative team I used to work with and thought I should post it. It references something that is big right now, but in a way that is actually related to the brand and the product.
I haven't seen it published anywhere yet, but I hope it is. It deserves to be.