Beyoncé leaned into her cowboy period, a gecko grew up, a barf bag went viral. Michael Cera pranked the nation, Waldo had an existential disaster, Ben Affleck realized his boy band desires, and a potato chip lover bought caught in a time loop.
The most effective adverts of 2024 took us on a wild, creative, humorous, weird, sudden, and generally emotional journey. Even because the advert business confronted nice stress and alter, it proved its artistic mettle—and sometimes entertained us alongside the way in which.
As we shut out one other eventful 12 months, right here’s a glance again on the work that moved audiences and can stick with us for a very long time to return.
20. Geico | ‘The Legend of the Lizard’ by The Martin Company
Everyone knows the Geico Geck because the affable, erudite model mascot since 1999. However do we actually know him? A cheeky 15-minute documentary crammed within the humble-origins-to-worldwide-fame backstory of the animated spokeslizard, full with interviews from key characters in his life, like his soccer coach, his childhood greatest buddy, and his co-workers. Most notably, Caveman made a snarky look. Geico gave the content material a Hollywood blockbuster-style rollout, full with trailers that ran throughout the 2024 Tremendous Bowl pre-game. –T.L. Stanley
19. Tubi | ‘Free for Everybody’ by Mischief @ No Fastened Handle
Mischief @ No Fastened Handle conjured up extra mischief in its newest advert for Tubi, sending the message that the streaming service is free for everybody. The spots start with a voiceover stating that Tubi is free for folks like first responders, lecturers, small enterprise house owners, and different do-gooders. Then the adverts take a darkish flip, with the narrator clarifying that the service can be free for “thugs and cronies” who prefer to shake down small enterprise house owners, in addition to individuals who steal copper pipes from open homes and children who throw rocks via home windows. Tubi is free for everybody, they usually do imply everybody. The campaigns are working, as Tubi has surpassed 81 million month-to-month lively customers and reached 2.1% of complete TV viewing time, in accordance with Nielsen. –Kyle O’Brien
18. Spotify | ‘Spreadbeats’ by FCB New York
B2B advertising and marketing bought a artistic jolt with this wildly creative marketing campaign from Spotify and FCB New York. With the mundane media plan spreadsheet as its inspiration, the work, set to the tune “Shiver (Cassian Remix)” by John Summit, Hayla & Cassian, introduced Excel to life with creative animation. The transformation from 2D spreadsheet to a 3D canvas grew to become a fully-immersive audio expertise to display the facility of Spotify’s platform for advertisers. The four-minute video was in-built a 10mb emailable spreadsheet. Spotify despatched its revolutionary RFP to 1000’s of media planners everywhere in the globe. The stunt earned the Digital Craft Grand Prix at Cannes Lions. –Kyle O’Brien
