The very best creative advertising is that which connects with us on a very human level. It tells a story. It reflects the values that drive us to do and be better. With that in mind, we have chosen four examples from 2015 that we believe exemplify the very best of what advertising can be.
Android “Friends Furever”
This ad that featured pairs of cross-species animal friends playing together served as a perfect presentation of Android’s brand statement, “Be together. Not the same.” With more than 6.5 million shares, it is, according to Unruly, the single most viral ad ever. And it proves that you don’t need a massive production budget to create memorable ad: The spot was made up of nothing but found footage.
XFINITY “Emily’s Oz”
To bring imagination to life on-screen, this ad’s creators asked Emily, a blind 7-year-old girl, to describe what she sees in her mind when she watches The Wizard of Oz. Artists and designers then created a replica of Emily’s vision to promote Comcast’s “talking guide” for those with visual impairments. Visually stunning and voiced by Robert Redford, the piece blew up on social media…and in the hearts of everyone who saw it.
Loterías y Apuestas del Estado “Justino”
Even if you don’t understand Spanish, the message of this beautiful ad for the lottery is clear: People matter. The long-form ad reveals the story of Justino, a lonely night security guard in a mannequin factory. It begins with him trying to interact in amusing ways with the mannequins himself—such as when he poses them behind him and snaps a selfie—but then he starts leaving them in funny poses to delight the day crew, who then return his kindness in a poignant and surprising way.
GE “Ideas Are Scary”
It’s hard not to fall for the protagonist of this ingenious ad from GE. A furry creature with the biggest, saddest eyes tries to make his way through life, all the while being rejected by seemingly everyone. As abuse is heaped on abuse, you can’t help but feel sorry for him, but then he is rescued by a GE employee who sees the potential in him. This ad works because there are probably very few people alive who have never faced rejection or humiliation, and most of us have had at least one person who made a difference for us. This ad taps into that to tell the story of ideas.
