My Favourite Ads of 2024 … Airbnb’s iconic places to Oslo’s questionable city, IKEA’s co-workers to V&A’s culture hunt, and a British Original … ads inspire, ads engage, ads become iconic.
December 31, 2024
Ads inspire, ads engage, ads become iconic.
While the marketing world has hugely shifted over the last 35 years since I worked on my first ad (a spot for British Airways creating a global image of people around the world, which became quite iconic), ads still have an important place in building brands, connecting with people emotionally and aspirationally, and becoming reflections of culture and creativity.
Today’s marketing world is driven by a much more individual, intelligent and interactive focus on consumers. From AI and data analytics, to digital platforms and mobile apps, personalisation and gamification, social influencers and live events. The marketing mix has become more science than art, but there is still a place for ads … Here are my favourites of 2024:
“Introducing Icons” by Airbnb
I love Airbnb, for its unusual, interesting places to stay. Its Icons series of experiences includes the opportunity to stay at Prince’s Purple Rain house, the Clock Room at Musée d’Orsay in Paris, and the Ferrari Museum in Italy, as well as the Up House, created in meticulous detail by Verb to celebrate 15 years since the Pixar film Up was released.
“Is it even a city?” by Visit Oslo
I love Oslo, and in particular the Bislett Stadium, the spiritual home of distance running. It’s a great city, with a designer waterfront including its spectacular Opera House. An antidote to holiday ads that are all smiles, this deadpan ad from Visit Oslo delivers the city’s charms in a left-field way via one very bored resident.
“All the Ads” by DoorDash
DoorDash’s 2024 Super Bowl campaign, offering a prize from every brand that advertised during this year’s big game to the first person who figured out its ridiculously long promo code, took a lot of legal wrangling and constant revisions. It was big and fun, and served as an effective product demo of the brand’s promise to now deliver anything and everything, and not just food.
“The Co-Worker” by Ikea
Ikea opened its game The Co-Worker on Roblox, offering players a chance to experience the working world of Ikea (kinda) on the platform. A genuine recruitment drive, the campaign gave audiences the opportunity to apply for one of ten paid roles in the virtual store. The open call to become a virtual Ikea co-worker amassed over 178,000 applications over the two-week application window.
“If you’re into it, it’s in the V&A” by V&A Museum
Museums can seem old, boring, stuffy and irrelevant. But they don’t have to be that way, as London’s V&A has demonstrated through many innovative exhibitions. This ad campaign for the V&A planted its message in dozens of objects hidden across the UK, particularly shone for its unusual approach to promoting a venerated institution and its commitment to craft.
World Cup Delivery by PedidosYa
Argentina’s passion for football reached new heights as Lionel Messi, after enduring numerous lost finals over 36 years, finally clinched the World Cup victory. Breaking a spell that had loomed over the nation for more than three decades, Argentina erupted in unprecedented jubilation. Amidst the euphoria, everyone wanted to know when the team would arrive home?
“Spreadbeats” by Spotify
Spotify’s B2B campaign “Spreadbeats” featured a music video created and distributed entirely within a media plan spreadsheet. Aiming to make media plans as vibrant and energetic as Spotify’s brand and platform, the campaign follows a single cell—E7—and its evolution into a colourful 3D character, a metaphor for the creative ways brands can reach audiences through both audio and visual formats.
“Handshake Hunt” by Mercado Libre
Mercado Libre, the leading online shopping platform in Latin America, executed a unique campaign named “Handshake Hunt” during Black Friday. Partnering with TV channel Globo, the campaign displayed QR codes for discounts whenever a handshake appeared on-screen. Targeting the online retail market in Brazil, the campaign utilised various media channels including product placement, outdoor, out-of-home, and sales promotions.
“We are Ayenda” by WhatsApp
WhatsApp released a documentary “We Are Ayenda” telling the extraordinary story of the Afghan Youth Women’s National Football Team and their remarkable escape from Afghanistan after the Taliban took power in 2021. The documentary debuted during the Women’s World Cup and is now available on Prime Video.
“A British Original” by British Airways
Finally, back to British Airways, who unveiled a pioneering multi-channel initiative named “A British Original,” celebrating the airline’s staff, passengers, and the essence of the nation itself. The campaign delves into the diverse motivations behind travel, whether it’s for reconnecting with loved ones, seeking solace, or immersing oneself in a new culture. It comprised more than 500 distinctive print, digital, and outdoor executions, along with over 32 short films.
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