The 25 best ads of 2024

It’s been a hectic and often draining year. But if nothing else, advertising has often been there to lighten the load.

The industry’s pendulum swing back to humor is evident in our picks for the 25 best ads of 2024. More than half of the campaigns, including most of the top 10, were humor-driven or at least somewhat lighthearted. That’s a far cry from the bleakness of the COVID years and the well-meaning but often self-serious “purpose” work that swamped the industry for a time.

Congrats to all the brands, agencies and other creative companies for producing the work on this list, which made us think, smile and most of all chuckle this year. Here’s to more in 2025.