The ‘Best ads of 2024’ lists I have come across recently in trade publications were usually short. I ended up picking 40 ad campaigns (see parts one, two and three) – mostly from the weekly compilation of clutter breaking ads. Here’s the last instalment of the list including ads from Apple, Uber Eats and more.
Apple: M4 – no sweat
The context: in October 2024, Apple ‘announced M4 Pro and M4 Max, two new chips that — along with M4 — bring far more power-efficient performance and advanced capabilities to the Mac‘. The signal to the core target audience – those in the creative industries (who mostly use a Mac for ‘heavy duty’ workflows like graphics & video processing) was that the M4 is capable of handling any such task smoothly.
Why I like it: a literal exaggeration of a well-known or understood phrase for dramatic effect, is common. In corporate parlance, ‘doing the heavy lifting’ usually refers to a person or team doing the toughest task in a project. Add to it, personification when done well, is a smart way to explain concepts? Remember, wind energy being personified in a classic ad? So we have M4 ad a weight lifter doing the ‘heavy lifting’ easily – and then some more.
Agency: TBWA
Uber Eats: Brian Cox goes to college
The context: announce that Uber Eats has some special deals for students. That’s a simple, maybe even ‘not very exciting’ as a brief.
Why I like it: ‘you will go to great lengths to get it‘ is a common creative idea to establish the attraction or ‘irresistibleness’ of a product. We commonly see it in food & beverage brands. We see a similar tactic in a hilarious context: even someone elderly is now tempted to go back to college to avail the benefits. But it was taken to the next level by casting Brian Cox – with his screen persona of a grumpy, rude, disdainful boss adding a touch of hilarity.
Agency: Special Group
Nationwide: Mist Me
The context: Nationwide wanted to convey that they are not like ‘any other bank’. While that may sound like a generic claim, they backed it up with specific steps they have taken. They created a fictitious ‘A.N.Y Bank’, a boss ‘we all love to hate’ and his personal assistant who is trying to make the boss see reason.
Why I like it: the investment behind a series of films keeps the interest going (no pun intended). The quirks of the boss and his memorable one liners aid recall. The package cleverly differentiates Nationwide from other brands in the business. What’s more the series has been talked about in media and even by competitors.
WWF: a prescription for nature
The context: Mental health and overall wellbeing has taken centre stage as a topic globally over the last few years. Hybrid working and the merging of work & personal life has taken a toll on all of us. In that context, WWF ran a campaign offering a break – in the form of being in the midst of nature as an essential break.
Why I like it: a doctor’s prescription is often seen as a much needed remedy for an ailment. We all have residual imagery of one. A series of visually arresting posters drove home the point.
Agency: Uncommon Creative Studio
Waitrose: sweet suspicion
The context: I think it’s a misconception among some creatives in ad agencies that feel good ads during festive season have to be only about ‘shiny happy people’ having a good time. Resisting cliches is a good thing but resorting to be quirky, mocking, controversial, preachy or just not reflecting the common mood of the festival – just for the sake of being different is a negative approach, in my view. A campaign from Waitrose in the UK, featured an ensemble cast including Matthew Macfadyen of “Succession”, comedian Joe Wilkinson from “Afterlife”, Rakhee Thakrar of “Sex Education”, Sian Clifford from “Fleabag”, Dustin Demri-Burns of “Slow Horses” and Eryl Maynard of “Agatha Christie’s Miss Marple.
Why I like it: The format is unlike a typical 30-second advert with a story. It is an episodic web series in a way. The premise of a dessert – not just any dessert but the No.1 Waitrose Red Velvet Bauble Dessert, being ‘stolen’ and a detective trying to solve the ‘crime’ brings a smile.
Agency: Saatchi & Saatchi
Club 21: notice the difference
The context: Counterfeit (using the same brand name) or imitation products (products similar in style but not necessarily the brand name) are common in the fashion industry and FMCG. Any popular brand can fall prey to such – as we see fake Rolex, Nike and so many other brands in the market. Some try to imitate the distinct signature style of a popular brand – Burberry’s or Chanel for example using their brand elements.
Why I like it: the ad uses humour and visual cues to engage the viewer. It evokes a sense of curiosity as to what’s going on. And when the penny drops it brings a smile.
Agency: BBDO
The Entertainer: must have been love
The context: kids get bored with toys easily. The tend to find a new toy to play with, throwing away what their obsession just weeks ago. A Christmas ad from a toy shop is anchored on this human behaviour.
Why I like it: probably the funniest use of ‘It must have been love’ by Roxette. ‘For the next love of their life‘ beautifully sums up the sentiment.
Agency: adam&eveDDB
Titan EyePlus: eye test
The context: Titan EyePlus is an eyewear brand. They set out to get truck drivers in India (for whom quality of vision is directly related to their safety & livelihood) to have their eyes checked. They converted the regular menus of dhabas into posters which look like eye test charts.
Why I like it: many brands set out to do ‘activations’ and stunts in the hope of going viral or getting talked about by media. Not all of them have a strong connect back to the category or the product. Here’s one which is beneficial to both the brand and the society.
Agency: Ogilvy
Orange: Saferphone
The context: parents are conflicted about giving a smartphone to their teen children. It is both a necessity and a cause for worry. Orange created a ‘Saferphone’ in France, which were refurbished phones and has some security features built in.
Why I like it: the ad is set as a ‘mock’ conflict between two groups, arguing for and against. The features are then presented as reassuring to both sides of the divide.
Agency: Publicis
Surreal Cereal: LinkedIn campaign
The context: a cereal brand in the UK had to gain attention and relevance in a crowded market with big brands. They created an outdoor campaign aimed at marketers and chose LinkedIn as the platform to engage them.
Why I like it: the sharp focus on the marketing community (known to be stressed and in need of healthy diet options) helped them engage with a vocal group on LinkedIn. The self-deprecating humour and creativity drove engagement and awareness.
BlueForge Alliance: career that’s built to last
The context: The iconic poster, “We Can Do It!” was created to boost morale among women work force. Anchored on that look a new campaign was launched earlier this year.
BlueForge Alliance (BFA), a nonprofit integrator supporting the United States Navy’s Submarine Industrial Base (SIB), has launched its second national marketing campaign — “Built to Last”— focused on elevating awareness of opportunities in maritime manufacturing.
Why I like it: the uncertainty of a gig worker and the frustrations it leads to is beautifully captured in the buildup. The contrast of the solution offered creates a sense of relief and a real solution.
Agency: adam&eveDDB
Which one was your favourite? Do comment in.