The OMA crew has been ever-vigilant this year, keeping an eye out for ads and marketing initiatives that stand out from the crowd. What makes an ad memorable in the eyes of this marketing agency? From sassy football players to heartfelt human experiences, here are our favorites of 2022.
Humor won out again this year, starting with The Dr. Rick, Voicemail Progressive Insurance commercial series. We also loved the star-studded Frito Lay, Is It Called Soccer or Football commercial. Even the long-format version made us laugh out loud. Both of these ads work to bridge gaps and build community, whether that’s across the pond or between generations.
Another big theme in this year’s most effective ads is nostalgia. AirBnB cornered this approach with its “documentary” AirBnB campaign that shows the niche and individual experiences that make travel memorable. It’s simple, sweet, and impactful. Burger King rocked it old school too, trading the glossy 2000’s web 2.0 look for a groovy 70’s vibe. They launched the rebrand with a “whopping” good commercial.
Where some brands tried but missed the mark on DE&I initiatives, Apple demonstrated inclusion in this highly effective spot. It’s called the Greatest, and highlights the deep level of trust its consumers have in the brand. If you’re already an Apple user, you feel good about your loyalty. If you are not yet an Apple user, it begs the question: why not?
A few other notable pops this year:
GMC took the “go big or go home” mantra seriously when they launched the new EV Denali truck.
Pantone’s creative ads connect seamlessly to each season and their collabs are inventive and fun.
Sometimes impossible, is in fact, possible. The creators took a fun and young approach to advertising a meatless-meat brand, Impossible Foods, who are most known for their Impossible Burger. This ad played on the fact that food is supposed to be fun, tasty, and encourage curiosity. They used the language “give them something to grill about” and captioned the ad “When your grilling skills are so fire that even the burgers jump in the pool to cool down.”
We loved seeing the creativity that 2022 brought. Wonder what’s in store for next year?
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