Best ads of 2024: 40 top creative campaigns of the year | Part 2 of 4
My picks for the list of the best ads of 2024 is a bit long (you can read the first part here). The second instalment includes ads from iPhone, Channel 4 and more.
Privacy on iPhone: Flock
Context: the business of models of Google and Apple are different. The former depends on revenues gathered from advertisers who in turn depends on information they collect from Google by way of user behaviour on the web. Even outside of conventional browsing, it is widely believed that Google makes money of intrusive ads out of the services in its portfolio – such as on platforms like YouTube. Apple has defined the practice of selling user data for revenue, as its ‘enemy’ for long. Over several campaigns they have highlighted how they respect user privacy.
Our apps mind their business. Not yours.
Why I like it: people know that Google products thrive on ads. Most of us tend to live with it as there is not much of an alternative for their search, Gmail and YouTube. But when someone points out the intrusive nature of such – especially in a dramatic, even fear inducing manner it grabs our attention. The visual device of a flying camera spying on all your activity can be spooky to drive the home point of Apple’s benefits on privacy.
Channel 4: considering what?
The context: Channel 4 ha a great track record of ads anchored on Paralympics. Their portrayal of the athletes as Superhumans was a super hit. In 2024, their anthem film for Paris Paralympics had huge expectations.
Why I like it: The team took a more realistic view of society’s perceptions towards specially abled people. Yes, we appreciate the super human effort of specially abled people. But it is not uncommon to ‘qualify’ their achievements with a qualifier: ‘despite their condition’. The creative idea brilliantly personifies natural forces such as gravity, time and friction as those which treat everyone alike and do not discriminate – even if they are specially abled. In the bargain it forces us to not ‘dilute’ an athletic performance with sympathy.
Agency: in-house
Telstra: network strength
The context: telecom is a category where the credibility gap between ‘claim’ and ‘performance’ is high. Brands claim blazing speed and uninterrupted connectivity but the reality is different. But when the network is good we don’t tend to notice it as we are focused on our tasks – watching movies or sending large files. Only when the problem occurs we tend to notice the ‘absence of a good network’.
Why I like it: mentally we associate the presence of four bars as good signal strength. The visual pun cleverly cues what can be done with such a good network. And of course using the power of the outdoor medium to its advantage.
Agency: Bear Meets Eagle on Fire
BBC Olympics: love
The context: it is customary for broadcast and streaming channels to create ‘thematic’ advertising during sporting tournaments. In India, the cricket tournaments have the hackneyed ‘war’ theme. During tournaments like Olympics it is common to highlight professional excellence and such like. But BBC showed how a refreshing perspective can lead to interesting perspective.
Why I like it: Paris, as we know has strong associations with romance. The film takes on hues of a love story only to have the penny drop – when it’s revealed that the link is to the athlete’s love for their sport of choice.
Apple: The Relay
The context: A new film timed with Paris Paralympics event takes forward the idea that ‘Apple products are designed for every athlete. And every body.’
Why I like it: The central plot pits two groups ‘competing together’. The teams are athletes with and without disabilities. The films highlights many aspects of Apple’s products which bridge the gap, as it were between athletes.
Orange: relive the race
The context: the unfortunate truth is that attract Paralympics attract less attention than the Olympic Games. Many fans perceive that true, sporting action happens in the latter. I guess women’s cricket too suffers from the same perceptions. So, to change the way people look at paralympic sports, Orange, launched a campaign to show that the greatest performances aren’t always where you expect them to be. The film juxtaposes the men’s T13 1500m final at the Rio 2016 Paralympic Games with that of the Olympic Games of the same year. At the end of the race, the film reveals a surprising truth: for the first time in history, a para-athlete finished 1.71 seconds ahead of the Olympic gold medalist.
Why I like it: there’s nothing like a demo to break myths & perceptions. The reveal has the potential to make the regular sports fan feel a bit ashamed of the bias.
Agency: Publicis Conseil
Hyundai: it’s OK
The context: automobile ads have distinct category codes. It is difficult to break the mould. The additional pressure: an ad anchored on sports during a major event like the Olympics. Also this was ad released when Nike was getting all the attention with the ‘Winning isn’t for everyone’ campaign.
Why I like it: a philosophical but relevant and relatable link to a car’s drive and a ‘journey‘. Also, it is anchored on a common behaviour among teens: changing their minds about what they are passionate about: ‘we wanted to use this moment to remind parents that kids need to find joy in their sports journeys, even if means taking a break or pivoting to something else.”
Agency: Innocean, USA
M&M’s: mini
The context: many brands try to ride piggy back on a big sporting tournament even if they are not official sponsors. ‘Mini in size, big on fun’ is the campaign theme during Olympics from M&M’s.
Why I like it: the clever integration of a sport
Agency: T&Pm
ASICS: move
The context: the negative impact of being ‘tied to the work desk’ was highlighted by a sportswear brand, Asics, ahead of World Mental Health Day on 10 October.
Why I like it: great use of a celebrity. The screen perception of the actor (fresh after the popularity of Succession on HBO) and the credible link to the message from a brand that says ‘sport and movement had the power to lift spirits, project positivity, and propel people and whole communities forward‘ makes the entire package work.
Agency: Golin
PayPal: everywhere
The context: PayPal is making it easier and more rewarding than ever to shop and pay with PayPal anywhere, anytime – both in stores and online, says the press release. As far as features go they are not first in the market or breakthrough ones. In such cases, execution makes a difference,
Why I like it: Fleetwood Mac’s “I want to be with you everywhere‘ is tweaked as a jingle in a new ad starring Will Ferrell who mouths ‘I wanna pay with you everywhere’. It’s LOL kind of funny and drives home the point in a charming way, IMO.
Which one was your favourite? Do comment in.