Best ads of 2024: 40 top creative campaigns of the year | Part 1 of 4

It's that time of the year when rankings and lists are published. Creativity is subjective and hence quite difficult to pick a list of ads that would appeal to all. Here's my compilation of clutter breaking creative ads & ideas of 2024, in four parts.

DoorDash: all the ads

Super Bowl is an important event in the marketing calendar for brands in the US. It is perhaps the most sought after brand property as an advertising platform with advertisers willing to invest millions of dollars (according to a web search ‘a 30-second commercial slot during the 2024 Super Bowl costs $7 million‘). In this context, it is common for advertisers to put energies behind a separate initiative during Super Bowl. The ‘Super Bowl ad’ is highly anticipated and is known for jaw-dropping production value, zany or bizarre humour and a strategy to get talked about both pre- and post the event. While media outlets regularly review & rank Super Bowl ads, a barometer of a campaign’s success is the positive PR it gets. DoorDash created a campaign which promised to deliver ALL the brands advertised during the game and the only way one could participate in the contest was to look out for the brand’s ad and enter relevant codes on a dedicated microsite.

Why I like it: firstly, the refreshingly different idea for a Super Bowl ad, going beyond talking animals and any other bizarre plots. The sheer boldness and scale of thinking is commendable. And most importantly, the idea is relevant to their line of business – delivery of anything. No wonder it got consumer & media attention and won several awards.

Agency: Wieden + Kennedy

Deutsche Depressionshilfe: not so obvious

The context: creating awareness about an issue and effecting a change in mindset or behaviour is a tough ask in advertising. There has been a lot of focus on mental health of late in media and popular culture. Yet a lot needs to be done to educate regular about the issue.

Why I like it: one has seen ‘twist in the tale‘ as an effective ploy in scripts of TV commercials and movies. Here’s a print ad that uses such a format interestingly in a static medium to create awareness about the behaviour of someone suffering from depression – that they put on overly happy outward demeanour.

Agency: Grabarz & Partner, Hamburg

Jindal: Steel of India

The context: corporate advertising is usually considered boring. While it may not be the right attitude to view any category as ‘boring’ in advertising, such ads are usually dry and uninteresting. Also, something like ‘we play an important part in your daily life unknown to you’ is a common theme among industrial brands.

Why I like it: the TV commercial breaks the mould of corporate ads and conveys the idea of being part of our lives through interesting, unusual visual imagery without any preachy voice over.

Urban Company: choti soch [small thinking] and choti baat [a small matter]

The context: Urban Company employs gig workers to attend to utility service needs of consumers. Services include home cleaning, electrical work, carpentry and such like. In a 2023 ad, they set the tone for a brand idea – not just a TV script:

Work isn’t just work, it’s pride in a job well done. Each Urban Company professional you meet has been through vocational skill training courses conducted by experts, accredited by the NSDC, at one of 200+ Urban Company training centres. It’s the reason they’re called professionals. And the reason they pride themselves in delivering a higher service standard to you.

Why I like it: ‘dignity of labour’ is a powerful brand idea which is so relevant for the category. It is an idea which rubs off positively on the brand beyond a well-made TV spot. Also, such services depend on keeping gig workers in their fold, as part of the umbrella brand. If they invoke a sense of pride in being associated with the brand it can inculcate loyalty – both from the buyer and the service provider.

Agency: Talented

Monzo: money vs Monzo

The context: digital-only banks are quite popular in Europe. They are known for easy on-boarding and seamless user experiences on digital platforms. A campaign from Monzo dramatises the contrast by portraying how legacy banking feels like compared to their experience.

Why I like it: while comparison is a common creative tool, the choice of visual metaphors and their depiction is dramatic and memorable.

Agency: Uncommon

Lahori Zeera: har koi peera

The context: I had not heard of Lahori Zeera – a cumin-flavoured carbonated beverage, before a campaign in May this year. The ad claimed that the drink is so popular that ‘everyone’ is drinking it. As creative propositions go that may not sound very exciting but the execution was a game changer.

Why I like it: the entire package – montage of visuals which bring a smile, the memorable tag line which integrates the brand name well.  The memorable visual idea of folks carrying on about their regular work drinking Lahori Zeera brings a smile. Nothing more is spelt out in terms of taste or flavour – the audience just gets it. The combination of a quirky jingle and interesting choices of situations makes it a riveting watch. I think the ad contributed a lot to improve the brand awareness and affinity towards the brand.

Agency: Enormous

Tubi: it is popular

The context: when it comes to streaming services, many would recall the big names like Netflix and Prime. There are several niche players who cater to special interests in content. Tubi’s intent was to convey that with 75 million+ customers it is a mainstream brand, not a niche one. 

Why I like it: The creative idea is to compare that number with random, unrelated cohorts to ‘claim’ that Tubi is relatively more popular. The execution brings a smile and drives the point home – building affinity for the brand.

Agency: Mischief

BGMI: thoda time, thoda BGMI

The context: it’s obvious that games are popular on mobiles. But since there are millions of games spanning different genres it is a huge challenge to have a break through the clutter and become a habit, leave alone an addiction. As a consumer one finds the best use case of games as a ‘filler of pauses’ – in between chores, as a break or when waiting for some other event.

Why I like it: the campaign sharply focuses on the ‘short time to kill’ aspect with some hilarious situations which triggers ‘extra time’ on hands to play a mobile game.

Agency: DDB Mudra

Porsche: Dua Lipa

The context: apparently, singer Dua Lipa has been associated with Porsche since 2023. In July this year they got her to promote the all-electric Macan.

Why I like it: the film takes gentle potshots at typical car ads while showcasing the power of an electric car. By treating it like ‘an ad for ad’ several possible settings and romancing of the car are made possible, while taking a self-deprecating route. The writing, narration, editing and the stunning visuals are a treat.

Agency: Grabarz & Partner

Nike: Winning isn’t for everyone

The context: Nike’s ads are mostly loved universally. Even for them, there can phases where it feels they haven’t given that typical high-adrenaline, jaw-droopingly good sports film. It feels they got that mojo back with a new film timed with the Paris Olympics. But beyond the time-tested format of a montage of sports visuals set to high-energy audio what makes it work are three elements: the central theme holding it all together – portraying the person who simply wants to win in an almost negative context, the outstanding copywriting and the brilliant narration by Willem Dafoe.

Why I like it: the depiction of sports superstars as ‘ruthless’ in pursuit of their goals is realistic. We see that among the top 1% of sports stars across the board. They have a cold, pitiless approach to winning and that often translates into a steely resolve which does not give the opponent any chance of striking back – even, or better still, especially when down. All winning teams and performers seek to dominate. But as the ad articulates, ‘it does not mean they disrespect the opponents‘. Lines such as ‘What’s mine is mine and what’s yours is mine‘ suggest a mean streak but truly reflect the confident, even cocky attitude of winners who want to win at all cost (but not through cheating or breaking the rules).

Agency: Wieden+Kennedy

Which one was your favourite? Do comment in. This post was originally published in my blog.