As a marketing professional, I probably notice good (and bad) advertising more easily than others. I guess that could be considered a curse to some, but I personally appreciate a well-constructed ad with a clear message and a strong focus on its target audience.
What are the criteria that make a good ad? There are plenty of professional opinions, of course, but in my mind there are just a few:
- Be memorable.
- Make a strong tie to the brand.
- Appeal to a target audience.
This past year had some awesome commercials, marketing campaigns, and digital executions. In my opinion, these are the 10 best ads of 2013, although feel free to debate with me on Twitter, Facebook, or Google+. Something set these apart and made them special to me.
10. Honda — “Hands”
It starts with Garrison Keillor making an alluring statement: “Let’s see what curiosity can do.” And then through technical trickery we’re taken on a jaunt through Honda’s many business arms as someone constructs each invention in their hands. I think this ad is brilliant at showing the breadth of invention that Honda has managed to produce over the years. We think of their engineers as tinkerers, thinkers, dreamers, and creators, and this persona is then subconsciously applied to their cars, motorcycles, and engines.
9. Kmart — “Ship My Pants”
With a clever play on words, Kmart managed to make everyone feel a little guilty for watching this in a public setting when others mistakenly heard another word besides “ship.” But because of the cheeky play, this ad was shared everywhere, driving up brand impressions for Kmart. In fact, the ad was so popular that they issued a follow-up, Big Gas Savings. You might also enjoy the wildly popular “Show Your Joe” ad for Joe Boxer.
Agency: Draftfcb, Chicago
Director: Zach Math, Bob Industries
8. Chipotle — “The Scarecrow”
Paired perfectly with a Fiona Apple cover of “Pure Imagination” from “Willy Wonka and the Chocolate Factory,” this Chipotle ad features a computer animated scarecrow discovering the seedy underbelly of mass food manufacturing. The good news: there is a healthier way to feed people, and Chipotle is working hard to be that alternative.
Agency: CAA Marketing, Los Angeles
Animation: Moonbot Studios
7. Guinness — “Wheelchair Basketball”
Many a man has brashly brushed an embarrassed tear from his face after watching the twist at the end of this ad for Guinness beer. And I was most certainly not one of them. Really, I wasn’t…
Agency: BBDO, New York
Director: Noam Murro, Biscuit Filmworks
6. Nike — “Just Do It: Possibilities”
This ad is so perfectly Nike: quick, witty, challenging, and smashmouth. If you can do this, then try something harder. Don’t settle.
Agency: Wieden + Kennedy, Portland, Oregon
Director: Nicolai Fuglsig, MJZ
5. Tullamore D.E.W. — “The Parting Glass”
With absolutely stunning cinematography shot entirely in Ireland, I think this ad for Tullamore D.E.W. paints a picture that most men will remember as they enjoy a good whiskey with friends.
4. LEGO — “Let’s Build”
Appealing to both the desire to build within children and the inner child within young parents, LEGO nailed the feeling of camaraderie of mutual accomplishment through shared creation. Plus, who doesn’t like children with British accents?
3. Dove — “Real Beauty Sketches”
What hasn’t already been said about this heartwarming ad from Dove? The message resonates with women from any generation: you are more beautiful than you think.
Agency: Ogilvy & Mather, Brazil
Director: John X. Carey, Paranoid US
2. Apple — “Misunderstood”
My friends know how far-reaching my love for Apple extends, but how can anyone question this? Most people portray teenagers as selfish technology-addicted me-machines, but as a past youth leader I’ve seen them as more than that.
1. Ram Trucks — “Farmer”
I remember watching the Super Bowl with friends and the entire room coming to complete silence when this ad for Ram Trucks started. The unique combination of poetry and silence is haunting. And the tone of the ad is truly American, which is perfect for the intended audience of truck owners. This ad is groundbreaking.
Agency: The Richards Group, Dallas
Other Great Ads from 2013
KitchenAid — “So Much More”
OK, I guess I may be biased. (Full disclosure: I am an employee of Whirlpool Corporation, which owns KitchenAid as part of its family of appliance brands.) But I find our new “So Much More to Make” campaign so ingenious and fun. In each ad is featured “the maker” who delightfully challenges herself (or himself) to new recipes.
Maytag — “Maytag Man: Laundry”
Maytag is also a brand owned and operated by Whirlpool Corporation, but I just can’t help myself because I’m very proud of my colleagues for this new campaign. The Maytag Man is a relaunch of an iconic character which many people easily identify with the brand. And this time, his dry wit and strong demeanor are a perfect fit to carry Maytag into the future. Well done.
You can also watch a complete back-to-back YouTube playlist of my favorite ads of 2013.
So what do you think? Did I miss any good ones?