Best ads of 2024: 40 top creative campaigns of the year | Part 3 of 4

My series of best ads of 2024 spans over four parts (check out the first and second instalments). I curated this compilation by looking at my weekly posts over the last 12 months. Here is part 3 of my pick of best ads of 2024:

Volvo: EX90 – imagining what would be

This ad for Volvo, released in October was shared widely on social media in December after the teaser reveal of Jaguar’s new brand identity as a ‘show of contrast’. In my opinion, it’s a case of apples & oranges. Volvo has consistently promoted safety as their brand association. In this 3-minute they use the technique of telling a ‘likely’ story (fast forwarding to an imagined future) and weave in the safety feature at the apt moment.

Lupark: Crush Expectations

Plant-based food (be it meat replacement or milk) still needs different kinds of assurances for the intended audience. As an alternative for butter, the need is heightened to push the taste and ‘desire’ cues. The heavy metal theme adds an intense visceral feeling and the visuals complete the picture.

Inch’s Cider: outdoor ads

Sometimes we appreciate creative writing even more when the context is interesting and relevant. Imagine reading this ad for Inch’s – a cider brand in the actual use case – London’s tube. It would certainly bring a smile and make the brand likeable.

See other ads in the campaign here.

Fiverr: nobody cares

Many brands mistakenly believe that the claim of ‘Powered by AI” will automatically give a competitive edge. Fiverr – the marketplace for freelancers has created a fun music video showcasing the power of AI while cleverly saying that ‘nobody cares’ if it is so.

TESCO: outdoor

What’s common to these food & grocery items?

Tangelo. Egg. Strawberry. Croissant. Olives. Thyme. Edam. Steak. Corn. Orange. Tofu. Emmental. Salami. Carrot. Orka. Tataki. Edami. Salmon. Chilli. Onion. Tomato. Eclair. Spring onions. Coconut. Oyster mushrooms

With just elements of the logo and pictures of shopping items that begin with letters of the brand, this campaign caught the attention of social media users (OK, LinkedIn).

Wok Tok: Chinese, par apne style se

A new ad for Wok Tok from Veeba Foods delivers the ‘Chinese food for the Indian palate’ message in a spot with huge repeat value. The glimpses into typical Indian behaviour are spot on – the imaginary cricket bowling action, our TV serials, the naagin dance and so on. Advertisement that entertains while it sells. Loved it.

Agency: Enormous

Nike: marathon outdoor

It is said that everything – our habits, hobbies and everything we achieve in life is dependent on ‘how badly do you want it?’. If we really are serious about something we will find ways to make it happen. Else, we will find excuses. In that context, going to the gym, cycling, setting out on a run (or walk) as a habit to improve health & fitness can become an obsession. And those who pursue it have to overcome so many mental & physical barriers. Being able to carry on fighting laziness, physical pain, the urge to simply give up…they come easy. Such powerful emotions are also a test of endurance & mental toughness. During the recently concluded Chicago Marathon, many runners shared billboard they spotted on the way and shared them on LinkedIn – showing how well it resonated with them.

Agency: Wieden + Kennedy. See more creatives here.

Lloyd’s Bank: Daddy’s Daughter

Advertising is magic when it brings together business strategy, an insight into human behaviour and creativity. Aside from a new brand identity, Lloyds Bank in the UK has launched a new ad which showcases the benefit of a ‘freeze card’ feature in a charming new spot. 

Currys: IRL

A new spot from Currys – the UK retail brand uses humour to drive home the benefits of shopping in a physical outlet. The quirks of consumers used to digital ways (swiping left) and pressing for ‘next day delivery’ are hilarious.

Agency: AMV BBDO

Which one was your favourite? Do comment in.