The Best Advertising Campaigns Of The Year 2024

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If ever you needed proof that people still care about advertising and brands, you need only look back at the past 12 months, where shock and controversy seemed to rock up on a monthly ⁘ if not weekly ⁘ basis.

But as long as your social media team has nerves of steel, there was plenty of fun to be had too. And alongside the ads that proved divisive, there were also plenty that caused delight. Here is our pick of 2024 (in chronological order, as they are all our favourites):

The idea for CeraVe⁘s first ever Super Bowl ad was sparked by a Reddit post from seven years ago asking if there was a connection between Michael Cera and the skincare brand. There wasn⁘t then but there is now.

Adam⁘eveDDB has had a year of growth and change (ending with long-running global CCO Rick Brim departing to set up an independent agency with former CSO Martin Beverley). Along the way the agency produced a number of bangers, but this campaign for the V⁘A, which 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.

Created for World Down Syndrome Day in March and starring actor and model Madison Tevlin, this ad for Italian charity CoorDown was inspired by a speech given by Marta Sodano, a 29-year-old Italian woman with Down syndrome, at the United Nations. A massive hit on social media, the spot breaks down some of the stereotypes that can restrict those with Down syndrome.

In June, 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.

These deeply charming stop motion ads ⁘ 26 in total ⁘⁘feature puppet versions of Australian animals and plants expounding the benefits of Telstra⁘s mobile network. These were then followed later in the year by an OOH campaign for the brand also featuring beautiful craft.