The top 5 creative campaigns to know about right now

Film is still the quickest way to unlock emotion. And we had a good variety of films among this week’s top ad campaigns. Three of our top 5 picks were purpose-driven, focused on health, gun violence and inclusion. But the top two were big branded spots—one gloriously absurd, the other an action/comedy blockbuster hybrid. See the full top 5 below. Enter the free 2025 Young Creatives Contest here 5. Norwegian Cancer Society: Shitty Day Agency: Morgenstern If you’re into grim humor, sit back with some popcorn and enjoy Morgenstern’s entertaining bit of nastiness for the Norwegian Cancer Society. It would spoil it to say exactly what happens, but let’s just say there’s a bit of Ikea “Lamp” going on here—just a different flavor of it. Nicely directed by Morten Borgestad at Pravda. 4. Sandy Hook Promise: A Teddy Bear’s Dream Agency: BBDO New York It’s a challenge for those battling gun violence to keep coming up with creative ways to address it—there’s so much paint on the canvas. But Sandy Hook Promise finds a new way in by focusing on the teddy bears that are left at memorials when school shootings happen. The bears turn out to be a strong metaphor for childhood innocence lost. Smuggler’s Henry-Alex Rubin brings his usual skillful direction to the spot, and the actual photos of memorials at the end really hit home. 3. CoorDown: No Decision Without Us Director: Small It was a shame (in our humble opinion) that CoorDown’s “Assume That I Can” spot, advocating for people with Down syndrome, lost out to another campaign for last year’s Cannes Lions Grand Prix for Good. But it’s nice to see the group return, and not miss a beat, with its latest film, a call for people with disabilities to be included in all decisions—personal, social and civic. The spot has great energy; its mix of joy and defiance has come to define CoorDown’s creative approach. Kudos to New York agency Small for another winner. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here 2. KFC U.K.: All Hail Gravy Agency: Mother London What to say about this one? Just watch it. The weird goings-on in the forest and lake in this spot set a new bar for metaphorical desire of a product. If you’d rather not see a person ritualistically sacrificed and turned into a piece of fried chicken, move right along … 1. State Farm: Batman vs. Bateman Agency: Highdive Jason Bateman’s deadpan humor is always welcome. But it’s especially chuckle-inducing in this State Farm spot, where, as a second-rate caped crusader known as Bate-man, he can’t compete with the real thing. The humor is broad and satisfying, and the cameos are inspired—particularly Kai Cenat, who extended the campaign by livestreaming himself and Jake From State Farm watching it together for the first time. This is crowdpleasing at its best—a big hit for Highdive. Enter the free 2025 Young Creatives Contest here

The top 5 creative campaigns to know about right now

Featured Stories