2024 was the year ads stepped up and made us pay attention again.
Forget the predictable play-it-safe strategies; this year, brands swung for the fences with creativity that demanded attention. From campaigns that had us saying, “Did they really just do that?” to ones that tugged on all the heartstrings, the best of 2024 weren’t just ads—they were moments.
This was the year where platforms like TikTok and Instagram became canvases for storytelling, and audiences weren’t just watching—they were participating. Whether it was about flipping beauty norms, turning nostalgia into a business strategy, or using tech to make personalization feel personal, these campaigns proved that great advertising is all about connection.
Ready for a trip down memory lane? Here’s a look at 2024’s top ad campaigns, the platforms that carried them, and why they’re worth remembering.
Favorite Ad Campaigns of 2024
1. John Lewis’ “The Gifting Hour” Christmas Advert
- Platform: Television and Online Video Platforms
- Why: John Lewis returned to its roots with “The Gifting Hour,” a heartfelt Christmas advert featuring a woman’s quest to find the perfect gift for her sister. Set in their flagship Oxford Street store, the ad combined nostalgia with a 90s soundtrack, resonating with audiences and reinforcing the brand’s commitment to meaningful gifting.
2. Greggs’ Festive Campaign with Nigella Lawson
- Platform: Television and Social Media
- Why: Greggs collaborated with Nigella Lawson for their Christmas campaign, featuring the celebrity chef enjoying a Festive Bake. The advert received high praise for its warmth and relatability, earning a 5/5 rating from critics.
3. “Groundhog Day” Time-Loop Ad Takeover
- Platform: Television (ABC Network)
- Why: To commemorate Groundhog Day, Lay’s partnered with Disney Advertising for a unique sponsorship deal involving eight custom ads produced by Maximum Effort and KIMMELOT. These ads, starring Stephen Tobolowsky from the film “Groundhog Day,” created a daylong time-loop ad takeover on ABC, creatively aligning with the holiday’s theme.
4. Sephora’s Foundation Masterclass
- Platform: Social Media (Instagram and Facebook)
- Why: Sephora launched an interactive campaign using AI-powered personalized conversations to assist customers in selecting the perfect foundation. By providing tailored recommendations based on individual skin types and preferences, the campaign enhanced brand awareness and customer satisfaction, and increased customer engagement.
5. Dunkin’s “Drive-Thru” with Ben Affleck
- Platform: Television and Social Media
- Why: Dunkin’ collaborated with Ben Affleck for a humorous ad where the actor works at a Dunkin’ drive-thru, surprising customers with his presence. The ad’s comedic premise and Affleck’s charm resonated with audiences, making it a standout campaign.
What makes an ad campaign a favorite?
The campaigns that stand out year after year share a few common traits. They connect with their audience on an emotional or intellectual level, tell a compelling story, and often challenge the norm in innovative ways. Here’s what makes a campaign truly top-notch:
- Relevance: Great campaigns resonate because they align with the audience’s values, aspirations, or challenges. They tap into cultural or emotional moments that matter.
- Creativity: Whether through humor, stunning visuals, or groundbreaking technology, top campaigns capture attention by standing out from the noise.
- Engagement: The best ads aren’t just watched—they’re shared, discussed, and remembered. They involve the audience in ways that foster deeper connections.
- Clarity: A stellar campaign communicates its message without overcomplicating things. It leaves the audience with a clear takeaway about the product or brand.
Tips for crafting a stellar ad campaign
If you’re aiming to create a campaign that makes waves, consider these tips inspired by the Shira Abel Perception Formula, which emphasizes how perception influences engagement and outcomes:
- Understand Your Audience: Dive into what your target audience cares about, what excites them, and what challenges they face. Use data, but don’t forget the human side of insights.
- Focus on Perception: As Shira Abel highlights, perception is reality in marketing. Shape how your audience perceives your brand by aligning your messaging with their values and desires.
- Tell a Story: People remember stories, not statistics. Weave a narrative that makes your audience feel connected to your brand.
- Leverage Emotion: Humor, nostalgia, empathy, and joy are powerful tools. Evoke a reaction that sticks.
- Be Bold, But Authentic: Taking risks can pay off, but only if they align with your brand’s identity. Audiences can spot insincerity from miles away.
- Choose the Right Platforms: A brilliant idea can fall flat if it’s on the wrong platform. Tailor your campaign to where your audience spends their time.
A Look Ahead
This past year is a reminder that advertising isn’t just about grabbing attention—it’s about creating moments that resonate, inspire, and connect. The top campaigns of the year didn’t just sell products; they told stories, sparked conversations, and left a lasting impact. Whether through humor, nostalgia, or cutting-edge personalization, these campaigns showed the power of bold creativity paired with a deep understanding of the audience.
As we move forward, remember the ingredients for a stellar campaign: authenticity, emotional resonance, and the ability to challenge norms in innovative ways. By focusing on perception, storytelling, and audience alignment, your next campaign could be the one that everyone’s talking about next year.
So, what’s your bold idea for 2025? The best campaigns aren’t just made—they’re imagined, shaped, and brought to life with purpose. Here’s to crafting the moments that define the future of advertising.
