If 2014's efforts were anything to go by, we think we're living in a golden era for advertising.
Unlike last year, the winning ads don't necessarily share a theme, which shows how marketers are diversifying their strategies to continue to surprise consumers. If we were to pick one intertwining thread among the top 10, it would be that marketers are now successfully harnessing social media and the power of sharing to increase the reach and effectiveness of their campaigns.
As with last year, some of the ads in our rankings will be familiar, but others you may not have seen.
Our ranking is entirely subjective: we looked at originality, entertainment value, and success stories. These were the brands and the campaigns that stood out. Congratulations to everyone who made the list.
10. Samsung — "Oscar Selfie"
You might be sick of this photo right now, but that’s probably good evidence that Samsung’s marketing tactic was a huge success. As part of its sponsorship of the Oscars, Samsung and its media agency Starcom MediaVest integrated the Galaxy Note smartphone into the event by having Ellen DeGeneres take a selfie jam-packed with A-list celebrities, including Bradley Cooper, Brad Pitt, Kevin Spacey, Jennifer Lawrence, and Meryl Streep.
The photo swept across social media like wildfire and was on the front pages of newspapers and placed at the top of news bulletins around the world the following day.
9. Wren — "First Kiss"
At first it wasn't entirely obvious that this awkward art project-esque video, which asked 20 strangers who had never met to kiss for the first time, was an ad campaign. Sometimes cringeworthy, and at other points extremely touching, the video went viral and has notched up more than 92 million hits. The kicker? Clothing brand Wren was behind it all along.
Wren said the video helped increase sales by a massive 13,600%. The company's founder and creative director has said there were five reasons it was so successful: People like emotional content, the bored-at-work audience is desperate for human connection, direct traffic isn't everything, subtlety is a marketer's best friend, and the power — when it comes to marketing — is shifting to the internet.
8. Cardstore — "World’s Toughest Job"
It’s super cheesy, but Cardstore’s #WorldsToughestJob ad does an exemplary job of getting the brand’s message across in a super shareable way. The greetings card company created a fake job ad for a "director of operations" in a newspaper but held real job interviews via webcam. The potential interviewees grew incredulous as their interviewer listed the job requirements: working 24 hours a day with no breaks and without pay. The big reveal at the end? The director of operations is actually the job of a mom. Send her a card on Mother’s Day, you ungrateful swines.
7. Lidl: “Or You Could Just Go To Lidl”
The discount grocer Lidl and its media agency M2M reacted quickly to the news that the rival supermarket Morrisons was launching a loyalty card that promised to price-match the grocers. This full-page newspaper ad ticked all the boxes: It was eye-catching (it’s rare to have so much whitespace), it covered the important Lidl brand messages of simplicity and low prices, and it was extremely witty.
6. Lego — The Lego Ad Break
To promote the launch of the Lego Movie, Warner Bros. and its media agency PHD worked with the UK broadcaster ITV and advertisers including the British Heart Foundation, Premier Inn, BT, and Confused.com to create an entire ad break made from Lego. The ads were reworked into stop motion animations featuring the famous multicolored building blocks.
5. Sainsbury’s — "Christmas 2014"
The UK supermarket Sainsbury’s threw out the Christmas advertising rulebook (Chapter 1: A mawkish, tear-inducing storyline; 2: A breathy cover-version of a song; 3: Lots of product) with a cinema-worthy spot, made in partnership with The Royal British Legion.
The ad told the true story of Christmas Day 1914, when troops downed their weapons to share festive songs, gifts, and even a game of football. The ad certainly got the nation talking, but the response wasn’t all positive — it sparked more than 700 complaints to the ad regulator, from people alleging it was offensive to use a story from World War I to sell product.
4. Twentieth Century Fox — "Devil Baby Attack"
Many people thought it was in poor taste, but 20th Century Fox's stunt to promote the release of horror flick "Devil’s Due" certainly raised awareness for the movie. The company set an animatronic baby in a stroller on a rampage through New York City, cruelly jumping out at unwitting residents. It has appealed to the internet sadist: 48.7 million views on YouTube so far.
3. Beats — "The Game Before The Game"
Beats wasn’t a sponsor of the 2014 World Cup in Brazil — in fact, FIFA even barred players from wearing its headphones within the vicinity of stadiums to protect the rights of official partner Sony. That didn’t stop the brand from creating a cool football-related ad one week ahead of the tournament, starring some of the world’s best players including Neymar Jr., Luis Suarez, and Robin van Persie (and some special appearances from non-footballers like Lil Wayne and Nicki Minaj).
The ad has been viewed a staggering 25 million times on YouTube and gained a bigger share of voice on social media during the World Cup than the majority of the official sponsors.
2. Budweiser: “Puppy Love”
If you don’t enjoy this ad, check your pulse and make sure there’s still a heart inside your cold, emotionless shell of a body. Budweiser's Super Bowl hit "Puppy Love," created by the ad agency Anomaly, was a huge success partly because it went without the usual Super Bowl humor tactics and instead chose to tug on viewers' heartstrings. And it's hard not to have a penchant for a cute dog.
It's fair to say it was the ad that "won" the Super Bowl this year. It came atop USA Today's consumer-judged Ad Meter for Super Bowl commercials and was voted the best during the game by Hulu viewers. The spot also became the most shared Super Bowl ad of all time, according to Unruly.
1. ALS "Ice Bucket Challenge"
The exact origins of the ALS Ice Bucket Challenge are unclear, but what is certain is that the craze — which involved millions of individuals filming themselves tipping buckets of ice water over their heads for charity — was the biggest social media sensation of the year.
A string of celebrities, including 50 Cent, Bill Gates (pictured), and Justin Bieber, took part, and the initiative helped raise $100 million in extra funding for the ALS Association (and also millions in extra donations for other charities around the world.) The ice bucket challenge has also sparked a wave of spinoff social media-related challenges including Unicef's "wake up selfie" and the "feeling nuts" campaign raising money for testicular cancer charities.
The success of the initiative showed that it's not just advertisers with huge budgets that can have an impact worldwide and that it is often the simplest ideas that are the most effective.
Read more: http://www.businessinsider.com/the-10-best-ads-of-2014-2014-11?op=1#ixzz3KfiPWER0
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