In a world where customers are increasingly difficult to engage, standing out from others has become more challenging. Still – in 2024 – some brands managed to do just that with their creative, inspiring ad campaigns.
Today, we’ll look back at some of the most ‘memorable campaigns’ of 2024 – ones that left a lasting impression.
From clever ads that made us smile to massive campaigns that challenge perceptions, here’s a list of the top 10 ad campaigns of 2024 to spark ideas for your 2025 calendar plans.
Understanding Ad Campaigns
What Is An Ad Campaign?
An ad campaign is a series of advertisements that share a single message and theme, designed to achieve a specific business goal or objective. It is a crucial part of integrated marketing communication (IMC), which aims to group ideas, beliefs, and concepts into one large media base.
Ad campaigns utilize diverse media channels over a particular time frame and target identified audiences, with the ultimate goal of driving sales, generating new leads, or increasing brand awareness.
Whether it’s through social media, email marketing, or traditional advertising, the essence of an ad campaign lies in its ability to convey a cohesive message that resonates with the intended audience.
By focusing on a particular goal, businesses can create impactful ads that not only capture attention but also drive meaningful results.
10. Channel 4 – Considering What?
Channel 4 threw caution (and clichés) to the wind for the Paralympics with its striking advertising campaign ‘Considering What?’.
For years, the broadcaster’s “Superhumans” platform earned praise for reshaping how we perceive disability. But in 2024, they upped the ante.
According to their research, 59% of people watch the Paralympic Games to ‘see athletes overcome their disabilities’ while only 37% tune in for the ‘actual, exciting sporting competition.’
Channel 4 confronted this head-on. Created by Channel 4’s in-house agency – 4creative – the ad campaign challenges (and asks) the viewing, intended audience to reconsider their preconceptions of Paralympic greatness.
Instead of viewing Paralympians as competitors “overcoming” their disabilities, the audience should connect and see them as elite, world-class athletes.
The results? With this out-of-the-box ad campaign, Channel 4 not only achieved its business goals but also created new leads and drove traffic to its website.
It smashed records throughout:
- Audience share: 33%—Channel 4’s best since London 2012
- Viewership: 20 million across linear and streaming platforms
- Social success: Over 41 million views across TikTok, YouTube, and Instagram
This was not just another ad campaign that advertisers used to make only profits —it was a cultural reset.
9. Salesforce – Candy Shop
Salesforce reminded us that B2B doesn’t have to be boring. The CRM giant perfected its long-term brand-building strategy with its delightful advertisement, ‘The Candy Shop.’
The ad campaign message and focus? AI tools and solutions will turn every worker into a genius – plain, simple, and irresistibly catchy.
Complete with Salesforce’s quirky mascot “Einstein” and flashy branding, the campaign made AI both relatable and fun, while its ubiquitous presence across mediums ensured it stuck.
The investment cost paid off, and the ad campaign achieved some of the best results: 3.8 million YouTube views and a year-on-year revenue growth of 8% for the quarter ending July 31.
Who says B2B can’t deliver a sugar rush?
8. Coca-Cola – New Guy
Coca-Cola showed the power of its diverse portfolio in ‘New Guy,’ a refreshing (pun intended) ad campaign that brought together Coca-Cola, Coke Zero, Sprite, Fanta, Smart Water, and Honest Kids Juice.
The premise? A game-day introduction of a new boyfriend to the family – cue hilarity and product placements galore.
The genius of this campaign lay in its ability to create synergy without diluting individual brand identities. It performed exceptionally well among the demographics (new leads and loyal fans) and smashed expectations.
The ad scored 83 out of 100 for fast fluency on System1’s platform (the category average for carbonated drinks is 65).
In this ad campaign, Coca-Cola advertisers didn’t just manage to sell products – they sold a family of trusted brands. And the customers loved it.
7. RSPB – Bird of the Week
TikTok and bird charities – an unlikely match made in heaven.
The RSPB’s mission to shed its “stuffy bird charity” image hit all the right notes with its ‘Bird of the Week’ awareness campaign. Each bite-sized, educational video turned birds into viral sensations, with views crossing the 35 million mark.
The numbers speak for themselves: followers grew from 3,000 to 193,000; the TikTok page amassed 6.2 million likes, and youth engagement and interest soared. Plus, a clever merchandise drop (hello, ‘Birds of Slay’ T-shirts) saw 700 sales in just two weeks.
The takeaway? If you want to shake up your business goals and brand image, don’t be afraid to take flight on social media.
6. MasterCard – Room for Everyone
MasterCard went beyond B2B and straight to the heart with ‘Room for Everyone.’
Designed to support Ukrainian refugees in Poland (sole campaign goal), this ad campaign expanded on MasterCard’s ‘Where To Start’ platform, helping refugees find business opportunities outside crowded cities.
Aligning marketing with modern social values, MasterCard fostered emotional connections with audiences worldwide. And it worked: up to 40% of new businesses used MasterCard’s data tool, and positive sentiment towards refugees rose by 10%.
The ad campaign also took home the Grand Prix Lion for Creative Data and proved that even in B2B, purpose-led advertising work packs a punch.
5. Burger King – Bundles of Joy
Sometimes, life’s simplest pleasures are also the most memorable – like a first meal after childbirth.
Burger King struck an emotional chord with its ‘Bundles of Joy’ campaign, which spotlighted real mothers savoring their first post-birth meal: a juicy BK burger.
Featuring the exact arrival time of these “bundles” on posters, the ad campaign was a masterclass in celebrating small yet significant moments.
A heartwarming, relatable concept that left viewers saying, “I’ll have what she’s having.”
4. Heineken – The Boring Phone
In a world where we’re constantly “plugged in,” Heineken dared to go back to basics. Enter ‘The Boring Phone,’ a collaboration with Bodega designed to do just two things: send and receive calls and texts.
The tongue-in-cheek advertising campaign encouraged partygoers to ditch distractions and “stay in the moment“ – aligning perfectly with Heineken’s brand promise of good times.
Often, the most refreshing idea is also the simplest.
3. Woolmark – Wear Wool, Not Waste
Fast fashion met its match with Woolmark’s thought-provoking ‘Wear Wool, Not Waste’ ad campaign.
Drawing attention to the zombie-like persistence of synthetic clothes in landfills, the campaign imagined these garments haunting the planet for hundreds of years.
The unsettling visuals delivered a stark message about sustainability, while Woolmark positioned wool as the eco-friendly alternative.
Clever, creative, and hard to forget – just what a sustainability ad campaign needs to be.
2. Currys – TikTok Brilliance with Gen Z
Currys gave its brand a digital makeover, embracing humor and Gen Z lingo to connect with younger target audiences.
Its ‘Gen Z writes our marketing script’ video blew up on TikTok, racking up 2.5 million views. By poking fun at itself and its image, Currys started a trend that saw other brands (like UN Climate Change) hopping on board.
Their ‘Black Friday for Millennials’ follow-up added even more laughs, proving that relatability and humor go a long way – even for high-street giants.
1. Universal Pictures – Wicked (2024)
The highly anticipated film adaptation of the Broadway musical Wicked premiered in theaters in November 2024, captivating audiences with its story and production. Universal Pictures’ advertising campaign for the film was a masterclass in blending traditional and digital strategies, creating buzz and excitement that honored the original Broadway roots while attracting new audiences.
The campaign began with the release of first-look posters featuring Elphaba and Glinda, a homage to the iconic Broadway poster, which instantly went viral.
Universal then rolled out a multi-channel strategy that utilized augmented reality (AR) filters on Snapchat and Instagram, allowing fans to transform into beloved characters.
A countdown campaign further fueled anticipation, featuring behind-the-scenes footage, cast interviews, and previews of the reimagined songs.
The results of the campaign were nothing short of extraordinary:
- Explosive trailer views: The teaser trailer garnered over 100 million views within 24 hours, making it one of Universal’s most successful launches.
- AR engagement: More than 5 million fans used the AR filter in its first week, driving unprecedented social media buzz.
- Pre-release momentum: Advance ticket sales skyrocketed, cementing Wicked’s status as a major box office event.
Through a clear campaign goal of driving ticket sales and leveraging various media channels, including social media, email marketing, and online advertising, Universal Pictures ensured that Wicked became a cultural phenomenon in its own right.
The innovative and engaging campaign celebrated the beloved Broadway musical and set a new standard for film advertising in 2024.
How to Create ‘Awesome’ Ad Campaigns
Creating a great ad campaign doesn’t always have to be complicated. There are a few key steps you can take to make your campaign a success.
For example, set a clear campaign goal, identify your target audience, segment the audience into different groups, and choose the best means of advertising. Understanding search terms in Google Ads campaigns is crucial for creating highly relevant ads that can lead to better ad rankings and lower costs.
Let’s break it down.
Set a Campaign Goal
Before you start, you need a clear goal. Even if you have a great idea, it won’t help much without a purpose.
Your goal should guide the entire campaign and help you measure its success. It’s best if the goal aligns with your company values, as MasterCard and Woolmark did in their 2024 ad campaigns.
Not sure what your goal should be? Here are some common ones:
- Gaining new customers
- Promoting current products
- Launching new products or services
- Improving brand awareness
Choose a goal that fits your business needs and stick to it.
Identify Your Target Audience
Your target audience is the people you want to reach with your campaign. To identify them, consider who would benefit most from your products or services. Ask yourself questions like:
- How old are they?
- The marital status: are they single or married?
- What are their habits, hobbies, or interests?
- What’s their education or income level?
The more details you know about your audience, the easier it is to craft ads that speak directly to them.
Segment Your Intended Audience
Once you know your target audience, you can break them into smaller groups based on specific needs or interests. This is called segmenting.
For instance, you may divide your audience by age, marital status, hobbies, or buying habits. These smaller groups help you create ads that feel more personal and relevant to each segment.
Choose the Right Way to Advertise
Now it’s time to choose how you’ll advertise. The best advertising method depends on what you offer and where your audience spends most of their time.
Here are some popular means of advertising you can leverage:
- Social Media: Social media is perfect if your audience includes teens, young adults, parents, or professionals. Platforms such as Instagram, Facebook, and Twitter allow you to post engaging content, interact with followers, and build a connection with your audience – similar to what RSPB and Currys did.
- Email Marketing: Email marketing is great for staying in touch with people who have already shown interest in your business. Sending emails about your products or services can turn potential customers into buyers.
- SEO and SEM: Search Engine Optimization (SEO) helps your website rank higher in search results by using the right keywords and creating helpful content. Search Engine Marketing (SEM) involves paid ads, such as cost-per-click campaigns, to get more visibility on search engines. Both are effective and help you drive traffic to your site.
Measuring Ad Campaign Success
Measuring the success of an ad campaign is crucial to understanding its effectiveness and making data-driven decisions for future campaigns. Key performance indicators (KPIs) such as click-through rate (CTR), conversion rate, and return on investment (ROI) are used to measure the success of an ad campaign. By tracking these metrics, businesses can determine whether their ad campaign is meeting its intended goals and make adjustments to optimize its performance.
Additionally, ad campaigns can be optimized using tools such as Google Ads Performance Grader, which provides insights into ad performance and suggests improvements. By regularly monitoring and optimizing ad campaigns, businesses can ensure they are getting the most out of their advertising efforts and achieving their business goals. This continuous process of evaluation and refinement helps in maximizing the impact of ads, driving sales, and ultimately contributing to the overall success of the business.
These campaigns remind us that great advertising is about more than just selling – it’s about storytelling, connection, and, sometimes, challenging audiences to see the world differently.
For business owners and marketers, the message is clear: know your audience, dare to be different, and always tell a story worth remembering.
Let’s toast the brands and agencies that made us laugh, cry, and think in 2024.
