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.
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