After we look again on 2022, we’ll seemingly recall a variety of defining moments that underscored the advert trade, such because the meteoric rise (and unceremonious fall) of crypto, the push to get again to pre-pandemic normalcy and the power to band collectively within the face of unspeakable tragedy, simply to call a couple of.
But when this yr’s crop of beloved advertisements displays any singular theme amongst right this moment’s manufacturers and creatives, it’s the willingness to exit on a proverbial limb. Whether or not they performed with tone, carried out fashionable tech for the primary time, tried to attach with Gen Z or satisfied a gaggle of actors to behave like whole creepers at a nationally televised ballgame, advertisers didn’t draw back from making an attempt new issues. And as viewers, we had been luckier for it.
Right here’s a have a look at Adweek’s picks for the 30 greatest advertisements of 2022.
30. Realtor.com | ‘Huge Boi Home’
With an ostensibly unassuming advert for an actual property web site, company Majority managed to perform two fairly improbable issues directly: rejoice its Atlantan roots and persuade hip-hop legend Huge Boi to make a uncommon promoting look. “Huge Boi Home” is the product of a artistic workforce that understands learn how to faucet into tradition in a knowledgable and memorable manner—they usually achieved as a lot with work that might have simply devolved into one other phoned-in have a look at dwelling possession. As an alternative, we bought to see an icon have a bit good-natured enjoyable, which is at all times a deal with. —Shannon Miller
29. Taco Bell | ‘The Grande Escape’/partnership with Doja Cat
If there was one marketing campaign that skillfully demonstrated learn how to domesticate a viral motion through social media, it was Taco Bell’s partnership with Doja Cat supporting the return of its Mexican Pizza. The outburst on social media surrounding the model’s seemingly controversial determination to drop it from its menu sparked a love-hate relationship with the artist whereas followers watched intently. Each the model and the artist ran with the chance to create some buzz, connecting with artistic AOR Deutsch LA because the collective workforce discovered alternative ways to inject Mexican Pizza into the social sphere. It got here to a head with a raucous Tremendous Bowl spot titled “The Grande Escape,” which featured a canopy of Gap’s “Celeb Pores and skin.” —Natalie Venegas
28. Ocean Spray | ‘Energy Your Holidays’
Cranberry sauce has by no means been the star of the Thanksgiving desk—till now. In Ocean Spray’s offbeat advert, a household sitting down for his or her vacation dinner turns into entranced by the refined jiggle of the jellied cranberry sauce. Quickly the motion sweeps your complete desk till they’re all jiggling in essentially the most dramatic style. Ocean Spray, with assist from company Orchard, dusted off its extra reserved picture by conveying that it isn’t merely a facet, however a celebration starter—and managed to attach with a brand new technology of eaters and cooks within the course of. –Brittaney Kiefer
27. Flock Freight | ‘Steve Burns Investigates’
For a lot of manufacturers, capturing nostalgia in ways in which really feel recent and intelligent generally is a problem—particularly in relation to an iconic youngsters’s character, which might actually restrict creativity. Nonetheless, after a heartfelt message to Blue’s Clues followers in 2021, star Steve Burns, tech and logistics model Flock Freight and company Most Effort discovered a manner to create an surprising celebration of a determine that reentered popular culture. “Steve Burns Investigates” hilariously balances Burns’ discernible investigative proclivities with a way more grownup tone. Timed to a model refresh, the marketing campaign had viewers contemplating the availability chain with renewed context whereas endearing older followers to the identical Steve they as soon as knew. —Natalie Venegas
26. Oechsle | ‘Mannequins Spectators’
Though the pandemic created numerous challenges for a lot of industries, one which was particularly troublesome to handle was the income misplaced by restricted viewers capacities at reside reveals. Peruvian retail model Oechsle and company Fahrenheit DDB noticed the empty seats as a chance to interact in some intelligent OOH advertising. By providing the vacant area to “Mannequins Spectators,” or shoppable model shows, the model created a novel approach to attain shoppers at a time the place product visibility was restricted. This not solely allowed the model to market in a resourceful manner, but in addition helped spotlight the monetary impression Covid-19 restrictions had on the theater trade as an entire. —Natalie Venegas
25. PETA | ‘The Octocurse’
PETA is understood for utilizing shock ways to advocate for animal rights, however this advert made in collaboration with Gray London takes a dramatically completely different—and weirder—method. The group parodied a Seventies sci-fi TV sequence to introduce a phenomenon referred to as “The Octocurse,” during which anybody who eats octopus develops ghoulish, octopus-like qualities. “Keep human. Don’t eat octopus,” the voiceover warns. The wry humor—a trademark of the advert’s director, Jeff Low—stands out from typical charity promoting that tugs on the heartstrings. Its absurdity ensures this can be a message you gained’t quickly overlook. —Brittaney Kiefer
24. John Lewis | ‘The Newbie’
As essentially the most anticipated British advert of the yr, John Lewis’ Christmas marketing campaign at all times incites critics who surprise if the model has misplaced its mojo. However this yr confirmed the retailer was again on type with an advert from adam&eveDDB depicting a middle-aged man who struggles to study skateboarding. In a touching twist, it’s revealed that he was doing so to bond together with his future foster daughter who likes to skate. The story was a departure for the retailer, which traded its typical excessive manufacturing values, animated characters and fantastical parts for a extra down-to-earth and surprising household story that shone gentle on a societal situation. By utilizing its voice to advocate for kids within the care system, this was a Christmas marketing campaign with actual substance. —Brittaney Kiefer
23. Apple iPhone 13 Professional | ‘The Comeback’
Apple’s promoting appears to develop in ambition with every passing yr—a lot in order that it’s keen to take the phrase “shot on an iPhone” to new heights. That’s what it did with “The Comeback,” a 23-minute brief movie shot on the machine to rejoice Chinese language New 12 months. This sweeping advert from TBWAMedia Arts Lab Shanghai and director Zhang Meng expands on the concept of younger males leaving dwelling to search out success in massive cities by paying tribute to the stuntmen from China’s world-famous motion films, with one such skilled returning dwelling to a hero’s welcome after having injured himself. Made to advertise the iPhone Professional 13, the movie boasts spectacular set items and imagery whereas telling a poignant and compelling story. —Stephen Lepitak
22. Twix | ‘Tenting’
When twin brothers organising at a campsite ponder a Twix bar, they conclude that each the left and proper sides will style equally scrumptious. In a darkly humorous twist, two bears surveying the twins are having the identical dialog about their potential human snack. This spot from DDB Chicago goes again to comedy fundamentals, entertaining viewers with a strong bit that subtly conveys the model’s message. Abruptly, “Tenting” looks like each a nod to basic advert humor and a successful try on the edgier perspective that resonates with right this moment’s youthful viewers. —Brittaney Kiefer
21. Occasions of India/Politcal Shakti | ‘Nominate Me Selfie’
Girls are underrepresented in political methods around the globe, together with in India, the place solely 10% of parliamentarians are ladies whereas 90% of celebration leaders are males. This marketing campaign, made in collaboration with FCB India, subverted a standard social media apply by encouraging ladies to take selfies and switch them into résumés interesting for nomination to political workplace. The group then despatched these selfies to celebration leaders to boost visibility of feminine candidates. And it labored: 22 out of 115 celebration nominations within the state of Bihar got to ladies—the best quantity ever. Extra importantly, the motion continues to create a recent pipeline of ladies who’re prepared for political management roles. —Brittaney Kiefer
20. Samsung | ‘Love Has No Boundaries’
Spiders don’t often garner a lot affection, however Samsung’s heartwarming love story stars one in all them. When a pet arachnid catches sight of large eyes by way of the glass partitions of her terrarium, she believes she is gazing upon her spider soulmate and falls head over heels (or legs) in love. Nevertheless it seems she was gazing a Samsung billboard selling its new digital camera lens. The advert from Leo Burnett Germany displayed robust craft by way of CGI sequences that introduced the eight-legged protagonist to life and deftly hid a product demonstration behind light-hearted storytelling. Most spectacular of all, it managed to create a likable character from a usually feared creature. —Brittaney Kiefer
19. Heineken | ‘Cheers to All Followers’
Heineken lastly made its 25-year UEFA sponsorship gender inclusive by increasing its deal to the Girls’s Champions League and Girls’s Euros. Its first transfer within the new partnership was to arrange a web site with up to date soccer statistics that included feminine athletes’ achievements, since generally used information tends to miss the ladies’s recreation. An accompanying movie overturned stereotypes of soccer followers with humorous scenes of ladies going to nice lengths to catch moments of a match. As gender bias stays pervasive all through sports activities, this was an instance of a sponsor utilizing its place for good. —Brittaney Kiefer
18. Sinyi Realty | ‘In Love We Belief 2’
One among final yr’s greatest and most touching advertisements will get a follow-up that has simply as a lot coronary heart as the unique. Taiwan actual property developer Sinyi Realty and inventive company DenstuMB Taiwan observe the couple from the unique “In Love We Belief” movie that confirmed a poignant story of affection and persistence. Within the second spot, we observe the pair as they proceed their journey, this time as they attempt to begin a household. The story isn’t any fairy story—it’s actual, unhappy and sometimes painful, however finally the couple realizes that they’re fortunate to have one another, it doesn’t matter what occurs. —Kyle O’Brien
17. Coors Mild | ‘The Coors Mild’
It’s at all times attention-grabbing when manufacturers try and be subversive. Coors Mild—no stranger to pulling an eye catching stunt—couldn’t technically have Kansas Metropolis Chiefs quarterback Patrick Mahomes endorse the model on account of an NFL coverage prohibiting gamers from selling alcoholic merchandise. As an alternative, the model discovered a workaround by having him promote one thing else completely. “It’s a flashlight, not a beer,” the voiceover wryly says as Mahomes research the very literal “Coors Mild.” In alignment with the majority of labor by Mischief @ No Fastened Handle, the spot pushes its luck, telling viewers to “sit again, chill and crack open a Coors Mild,” whereas Mahomes opens the flashlight and lets some batteries fall out the underside. The viewer is then directed to the Coors Mild web site to order one in all their very own (and little doubt some beers too). —Stephen Lepitak
16. Metropolis of New Orleans | ‘Plus One’
Tourism advertising is step by step ditching the slapped-together montages of fashionable vacation spot markers in favor of extra considerate glimpses of native tradition. This yr, no person did it higher than the Metropolis of New Orleans and Dentsu Inventive, which immersed potential vacationers within the the respective worlds of the town’s foremost tradition bearers. “Plus One” takes the time to introduce the figures that finally energy the world’s understanding of what the town has to supply, from its recent seafood delicacies to its well-known music scene. And with the implementation of VR expertise, the brief movie highlighted a nimble metropolis that welcomes future innovation whereas nonetheless wholly embracing its wealthy previous. —Shannon Miller
15. Coors Mild | ‘Chillboards’
With local weather change inflicting extra frequent and intense warmth waves around the globe, Coors Mild discovered a deeper function for its “Made to Chill” tagline to assist deal with this downside. It put in billboards on 12 Miami rooftops masking 96 residences and designed them with a white paint that displays 85% of the solar’s rays, which lowered constructing temperatures. After the activation, Coors Mild painted all of the roofs that housed the Chillboards totally white and donated extra reflective white paint to communities in want. Alongside the creativity of reinventing its media area to fulfill a sensible want, the marketing campaign made a demonstrable impression by decreasing roof temperatures by 50 levels Fahrenheit and inner temperatures by 10 levels, representing an estimated $40,000 in annual financial savings for the group. —Brittaney Kiefer
14. Netflix | ‘Stranger Issues Rift’ international marketing campaign
Netflix and Big Spoon went massive for the much-anticipated current season of Stranger Issues. The streamer took over 15 landmarks in 14 nations—together with New York’s Empire State Constructing, Bondi Seashore in Sydney and the Gateway of India in Mumbai—and created digital rifts to the Upside Down, the favored present’s fictional realm. The challenge was a stunning technical feat that required shut coordination amongst groups throughout the globe, making certain that one in all its most profitable sequence bought the eye it deserved. —Brittaney Kiefer
13. Duolingo | ‘#TattooDuoOver’
Anybody who’s gotten inked in a overseas language has confronted that nagging doubt: “Do these tattooed phrases actually say what I supposed?” Language-learning program Duolingo put these worries to relaxation by providing to translate folks’s foreign-language tattoos totally free. A whirlwind advert by BETC Paris confirmed simply how straightforward it’s to turn out to be the sufferer of a translation mishap. Whereas tapping right into a intelligent perception, the marketing campaign additionally struck the fitting tone by discovering humor and customary floor in what’s often seen as an embarrassing mistake. —Brittaney Kiefer
12. First Alternative | ‘Metaverrrrrrr’
The metaverse was on the heart of many discussions all year long as manufacturers and companies more and more explored the chances of rising tech. Whereas there’s actually validity to all of the curiosity, First Alternative Financial institution and Leo Burnett Thailand took an early alternative to poke irreverent enjoyable at an overeager advert trade trying to maximize the tech for future model work. Every passing second of absurdity revealed a brand new stage of spectacular dedication from the solid, from the spirited supply of cartoonishly “fashionable” copywriting to the persistent, glitchy presence of a level-headed advisor with a spotty web connection. —Shannon Miller
11. McDonald’s | Cactus Plant Flea Market Meal
What do you get whenever you throw a couple of broadly beloved menu gadgets, a piping scorching streetwear model and a tall order of nostalgia right into a field? You get one in all McDonald’s most profitable strategic partnerships of the yr. The Cactus Plant Flea Market Field—one other successful collaboration with main company Wieden+Kennedy—distilled the universally shared expertise of having fun with a Comfortable Meal into a chance for adults to indulge within the easy pleasures iconic quick meals has to supply. And indulge we did: Not solely did the field promote out expeditiously, the restricted version McDonald’s x Cactus Plant Flea Market collectible figurines are presently being resold for as much as hundreds of {dollars}. It’s a shining instance of what occurs when a model acknowledges and validates a fan-held fact so simple as “Hey, Comfortable Meals had been a number of enjoyable” with out defaulting to yet one more branded streetwear assortment (although the deal positively got here with its personal trendy merch). —Shannon Miller
10. Corona | ‘Native Sportscasters’
Mexico’s love affair with soccer is universally acknowledged, however the cultural nuances of supporting the gorgeous recreation there aren’t so properly documented. Nationwide workforce sponsor Corona and company We Believers dug deeper to create a marketing campaign reaching Mexico’s 866,000 indigenous non-Spanish audio system. As a result of many of those followers reside in distant areas, radio is how they will sustain with their workforce—however most broadcasts are in Spanish and pass over those that communicate one in all Mexico’s different 68 acknowledged languages. Corona despatched out a name to native radio stations inviting on a regular basis listeners to commentate on Mexico’s World Cup qualifying matches of their native language. About 850 folks turned as much as “audition” for one of many 68 sportscaster roles, and 15 million listeners tuned in to the matches. Corona’s gross sales additionally elevated by 21% through the marketing campaign. This was shocking and memorable work that made a distinction. —Rebecca Stewart
9. Oreo | ‘The Notice’
Director Alice Wu, greatest identified for indie movies reminiscent of Saving Face, labored with longtime LGBTQ+ advocate Oreo to inform a touching story about allyship. “The Notice” by 360i follows the journey of a younger Chinese language American man who’s making ready to return out to his prolonged household, shouldering the burden of potential disapproval from his grandmother. As his kinfolk arrive, he finds a notice from his mother: “She is likely to be my mom, however you’re my son.” This gesture provides him confidence to step into the following chapter of his life. Many manufacturers declare to be allies, however few have managed to seize it in motion in addition to this spot does. —Rebecca Stewart
8. Budweiser | ‘Tomorrow is Yours to Take’
As entrepreneurs begins to know the complexities of the creator economic system, the manufacturers which might be already throwing their help behind the rising creator group could discover themselves forward of the curve. Budweiser channeled its appreciation for creators into a worldwide platform led by a music video for “Yours to Take,” an authentic monitor produced and carried out by Grammy-winning artist Anderson .Paak. With a mission to encourage and provoke future innovators, the anthemic work from Wieden+Kennedy highlighted a variety of burgeoning public figures throughout completely different industries like style and sports activities. With moments of slick animation, color-popped cinematography and a zipper of vitality that solely Paak can replicate, “Tomorrow Is Yours to Take” hits all the fitting notes. —Shannon Miller
7. 5 Star | ‘The Motion pictures That Made (From) Us’
Thai rooster franchise 5 Star teamed with BBDO Bangkok in a spot that takes person ideas to a ridiculously hilarious stage. Starring actor and singer Weir, the spot asks shoppers of all generations to offer ideas on what the movie must be about. 5 Star crowdsourced concepts from social media and followers on the road. To the viewer’s profit, no suggestion was refused: the motion unfolds round Weir in an empty warehouse as he watches robotic dancing chickens, unhealthy guys, farmers, Harry Potter, military males, zombies, pyrotechnics and extra flood the set with chaotic motion. In the end, although the generations can’t agree on the motion, they do agree that 5 Star Hen is scrumptious. —Kyle O’Brien
6. Paramount | Smile guerrilla marketing campaign
All Paramount Photos had had been a couple of well-placed actors and a dream—a somewhat creepy one, at that. Fortunately, that was sufficient to spark vital curiosity across the studio’s psychological thriller, Smile. Produced on a modest $17 million price range, the Parker Finn flick could not have had a glamorous marketing campaign to assist unfold the phrase, but it surely did have an idea with a built-in, simply replicable visible id and an excellent technique. By merely inserting a couple of smiley actors behind the pitchers mounds at nationally televised Main League Baseball video games, the workforce created a viral stunt that boosted critical consciousness for the thriller. And certainly, the almost $37 million earned worldwide throughout opening weekend was nothing to frown at both. —Shannon Miller
5. Uber Eats | ‘Don’t Run Out’
This Halloween, Uber Eats issued a really intriguing problem: attempt to spot one million {dollars} in low cost codes hidden all through one brief movie. The catch: It’s a must to truly watch the genuinely scary flick—a activity made far more troublesome because of artistic expertly executed by Kamp Grizzly and an earnest efficiency by Nope star Keke Palmer. The secretly shoppable advert drew particular consideration to the model’s comfort companions, emphasizing that Uber Eats has grown past its meals supply beginnings. However even when the codes are lengthy gone, viewers are nonetheless left with a superb style of modern vacation storytelling and a reminder that there’s nonetheless a number of enjoyable available throughout Halloween. —Shannon Miller
4. ‘Backup Ukraine’
When Russia invaded Ukraine in February 2022, many watched in horror whereas feeling powerless to assist. One significant effort arose from the artistic trade, when advert company Advantage Worldwide partnered with UNESCO, U.S. startup Polycam and group Blue Protect Denmark on an innovation to assist protect Ukraine’s tradition. The Backup Ukraine app allowed customers to {photograph} and scan cultural artifacts and buildings with their telephones, earlier than importing digital 3D replicas of the monuments to the cloud. In consequence, whereas treasured features of Ukrainian tradition had been destroyed by conflict, residents might completely retailer the digital blueprints. Whereas the challenge couldn’t erase the untold harm on the nation, it was one step towards defending Ukraine’s tradition and a uncommon instance of modern expertise used to make a distinction. —Brittaney Kiefer
3. Apple | ‘The Biggest’
Even supposing 15% of the worldwide inhabitants is disabled, folks with disabilities are sometimes stereotyped or ignored altogether throughout promoting and media. That’s why “The Biggest,” created in-house, is critical: Its inclusive, disabled solid reveals off a variety of abilities and personalities whereas utilizing Apple’s modern accessibility options. The upbeat soundtrack, that includes quotes from Muhammad Ali, units a celebratory tone that defies tropes of disabled folks as topics to be pitied. When a model as massive as Apple champions inclusivity and accessibility, it units the precedent for different advertisers to observe swimsuit. This fantastically crafted movie is a vital milestone in incapacity illustration. —Brittaney Kiefer
2. Jeep | ‘2022: Earth Odyssey’
At first look, Highdive’s work for Jeep, “2022: Earth Odyssey,” appears to be like like simply one other spot that includes singing animals—till you activate the closed captions. On this intelligent ship as much as 2001: A House Odyssey, the workforce acknowledged a chance to suit intelligent artistic into each crevice of this spot that includes the majority of the animal kingdom. However whereas the animals are greater than worthy of our consideration, the actual star right here is the copywriting that may be discovered within the captioning, which opts for enjoyable, efficient descriptions for the animals’ orchestral stylings (just like the goat’s “sick vibrato” or the buffalo’s punishing timpani work). Because the trade continues to study extra about accessibility, “2022: Earth Odyssey” gives a masterclass on the significance of rigorously rendered captioning and the various methods accessibility is each a crucial apply and a artistic alternative—not a hindrance. —Shannon Miller
1. Gatorade | ‘Love Means All the pieces’
When a history-making sports activities legend like Serena Williams decides to retire from their sport, the following tributes are inclined to focus, naturally, on their athletic prowess. With “Love Means All the pieces,” Gatorade and TBWAChiatDay selected as an alternative to rejoice her unabashed confidence—a trait typically discouraged in Black women and girls—and an everlasting model partnership.
2022’s Greatest Advert of the 12 months, chosen by Adweek’s editors, captures a motion ushered in by the Williams household that pushed for authenticity in largely homogenous areas. Narrated by Beyoncé, the brief movie excellently positions her proclivity to face in opposition to unfounded critiques of her hair, physique, wardrobe and trustworthy emotional expression as a crucial turning level for each sports activities and the tradition at massive. The reverent work aligns with the model’s historical past of supporting and actively partnering with ladies athletes, making this tribute really feel like an genuine second of gratitude somewhat than a shallow try and be a part of a significant cultural dialog.
General, it was a successful have a look at a legacy and a hopeful signal that, with the fitting help, tomorrow’s roster of sports activities legends will probably be an inclusive one. —Shannon Miller
Wish to see all of the work in motion? Take a look at Adweek’s official Greatest Adverts of 2022 reel under.
