Best ads of 2024 so far, including CeraVe, Heinz and Visit Oslo

It’s award-winning work that moves the standings, so today we’re reflecting on the 2024 campaigns that are already triumphing with juries and the recently released efforts that look likely to dominate at shows in the second half of the year.

From humor to surreal storytelling to stand out, these are some of the standout ads from the past six months that have captured attention and set the tone for the industry.

CeraVe: ‘Michael CeraVe’ by Ogilvy New York

For its first Super Bowl commercial, CeraVe created headlines with this out-of-the-box ad starring Canadian actor and unlikely skincare ambassador Michael Cera. The spot played on retro cosmetic ad tropes and amped up Cera’s awkward and offbeat character acting that he is known for, resulting in an unlikely winner.

Lynx: ‘The Power of Fragrance’ by Lola-MullenLowe

Lynx (Axe in the US) capitalized on the rise of dark humor with two new ads as part of its ‘The Power of a Fragrance’ campaign.

The premise of both was straightforward: a funeral and a robbery gone awry, but the tone set them apart. The writing is quick-witted and dry, infused with slightly uncomfortable yet captivating visuals.

Loewe: ‘Decades of Confusion’ by Loewe

What made this Loewe spot so brilliant was that the brand showed how in tune it is with people’s struggle to pronounce its name. Doing this through a fake spelling bee that continues through the decades is a genius move.

By leaning into the confusion, it cleverly killed two birds with one stone, showing its funny side and setting the record straight once and for all on how you say Loewe.

Spotify: ‘Spreadbeats’ by FCB New York

Spotify made a music video ad earlier this year but it wasn’t what people expected. With its colorful retro graphics, the B2B initiative targeted brands, marketers and agencies engagingly and uniquely.

Visit Oslo: ‘Is It Even a City?’ by NewsLab AS

The dry humor used throughout this spot caused a huge stir online, with some pinning it as the ‘best tourism ad they have ever seen’.

Calvin Klein: ‘Spring 2024’ by Mert Alas

In one of the most-talked-about ads of the first half of this year, The Bear star Jeremy Allen White got down to his tight whities in this memorable Calvin Klein spot.

Heinz: ‘It has to be Heinz’ by Rethink

It’s got to be Heinz, right? For many people around the world, the answer is unequivocally yes.

Tapping into this, the red sauce maker kicked off a global campaign toasting the diners who are willing to wait irrational lengths of time for their ketchup.

Just Eat: ‘The Joy of Everyday’ by McCann London

Directed by the award-winning Tim McNaughton, Just Eat’s film uses the enchantment of puppetry and stop-frame animation to delve into the colorful lives of the animal characters. All 12 puppets were designed and handmade by the renowned Arch Model Studio, the team behind Wes Anderson’s Fantastic Mr Fox and Isle Of Dogs.

Pot Noodle: ‘Nothing Satisfies Like a Pot Noodle’ by Adam&EveDDB

This relatable ad from Pot Noodle exaggerated the noise of slurping and played on the various annoyances of working in an office. The approach wasn't to everyone’s taste, but Unilever marketer Lena Portchmouth opened up to us about why it works.

Uber Eats: ‘Don’t Forget Uber Eats’ by Special US

After the success of its Super Bowl teaser, which saw David and Victoria Beckham recreate their infamous ‘My Dad drove a Rolls Royce’ meme, Uber Eats released its full Big Game spot to much acclaim.

Michelob Ultra: ‘Lap of Legends’ by FCB New York

This work for Michelob Ultra used cutting-edge technology to enable current Williams Racing Formula 1 driver Logan Sargeant to face off against six of the greatest Williams legends of all time.

Channel 4: ‘Considering What?’ by 4Creative

The message of this Channel 4 trailer is that viewers don’t always appreciate Paralympians for what they are: world-class athletes.

To show this, we’re introduced to a series of Paralympians competing against friction, gravity and time while members of the public who follow their progress make well-intended but slightly off-key comments that fail to recognize the true athleticism of competitors.

It's a big departure from the much-loved ‘Superhumans’ work from previous games. 4 Creative’s Lynsey Atkin told us why the time had come for a new direction.

Coor Down: ‘Assume I Can’ by Small

To mark World Down Syndrome Day, CoorDown, the National Coordination of Associations of People with Down Syndrome, launched an international awareness campaign starring Madison Tevlin.

The spot called on everyone to end prejudice and instead see the potential in each person with the disorder.

British Airways: ‘A British Original’ by Uncommon

If you’ve ever been on a plane and taken a photo of the clouds outside of your window, then you’re not alone. Playing on this shared experience, British Airways flipped the script and instead turned the camera toward the aircraft, showing people’s inquisitive faces as they fly.

Dove: ‘Self-Esteem Project’ by Ogilvy

Dove reckons that by 2025, 90% of the content people see online will have been generated by artificial intelligence. This shocking statistic is the first line in this ‘Self-Esteem Project’ ad – and boy, does it grab your attention. It’s the latest in a hugely successful run of work from Dove turning purpose into profit.

Coca-Cola: ‘Recycle Me’ by Ogilvy New York

This Coca-Cola campaign unveiled a series of powerful images that depicted its infamous logo after a can was crushed during the recycling process.

McDonald’s: ‘Always Around the Corner’ by Cossette

To highlight the frenzied nature of moving house, McDonald’s Canada hit home with this campaign which shows that even when consumers change zip codes, the Golden Arches are always nearby. Each print creatively employs a ‘Where’s Waldo’ instantly recognizable format.

Marmite: ‘Marmite Smugglers’ by Adam&EveDDB

It’s the store cupboard item you either love or hate, and we love it because this ad for Marmite is captivating, funny and a little bit sneaky.

Hellmann’s: ‘Mayo Cat’ by VML

Hellmann’s Super Bowl ad starred comedian Kate McKinnon and a cameo from fellow SNL alumni Pete Davidson. ‘Mayo Cat’ opens with the actor raiding her fridge looking for something to eat. As she finds a random assortment of food, she wonders what to do with it until her white cat offers some words of wisdom: ‘May-ow!”

Australia Lamb: ‘The Generational Gap’ by The Monkeys

The eagerly anticipated annual Australian Lamb ad was truly bonkers this year. Every January, the lamb industry promotional body marks one of the biggest days for lamb consumption in the country, the national Australia Day holiday of January 26.

This year’s spot brought together boomers, zoomers, millennials and Gen Z to air their differences.

Introducing the World Creative Rankings mid-year leaderboards