We asked HZers to share their favorite ads and campaigns from 2017. Here are our top 5 picks.
The Brand: UK Lottery
The Ad: #PleaseNotThem
Why It Worked: The TV spot for this campaign does a particularly great job of reversing the mullet, playing up the emotional/hopeful side of lotto playing without breaking any of the MANY rules around gambling ads.
The Brand: L.L. Bean
The Campaign: Be an Outsider
Why It Worked: The whole campaign is just really thorough and smart. It kicked off with a print ad in the New York Times printed with photochromic ink—which was only revealed when you stepped outside. Then, they rolled out TV spots that include a cast consisting of ages 5-85+, revealing that anyone can “be an outsider,” in witty ways. On social, the campaign consists of original content and UGC, with the #BeanOutsider hashtag that has earned over 20,000 posts. It just has the legs to work on any platform. This is the kind of campaign all creatives wish they thought of.
The Brand: MailChimp
The Campaign: Did you mean MailChimp?
Why It Worked: It’s a really smart, subversive campaign that buries the name of the brand behind several funny and incredibly well made “ploys.” And it used all sorts of “unconventional” touchpoints and consumer engagements to make it happen—a musical splash page (Whale Synth), a limited retail product (Fail Chips), a really fun influencer face-off (Nail Champ), a mixtape (Veil Hymn). The campaign hits every cultural interest segment in really unexpected but delightful ways.
The Brand: Samsung Galaxy
The Ad: Growing Up
Why It Worked: In the ad, Samsung roasts generations of the Apple iPhone, touching on all the pains of owning one throughout the years. It's relatable because a lot of people have owned at least one of them in their lifetime, and the "notch" haircut Easter egg at the end was a hilarious final jab.