As marketers emerged from two challenging years, innovative media strategies and bold experiments with technologies like generative AI have distinguished the standout campaigns of early 2024.
1. Lay’s Channels ‘Groundhog Day’ with Provocative Media Buy
Lay’s leaned into ad frequency by running eight spots a total of 75 times on ABC during Groundhog Day, representing one-third of the Disney network’s commercial inventory. The campaign, “Groundhog Lay’s,” paid homage to the film “Groundhog Day,” featuring Stephen Tobolowsky, who played Ned Ryerson in the movie, reliving the same conversation in different ads. This strategy, supported by Maximum Effort, Kimmelot, and OMD, garnered 1.4 billion earned media impressions and 93% positive sentiment.
“We were able to take bigger risks with this campaign, breaking away from the usual months-long preparation for holiday marketing,” said Chris Bellinger, chief creative officer at PepsiCo Foods U.S.
2. CeraVe’s Super Bowl Win with Michael Cera
CeraVe’s quirky Super Bowl ad featured Michael Cera as the self-proclaimed mastermind behind the skincare brand. This campaign, which integrated guerrilla influencer tactics and a TV spot, achieved over 32 billion earned impressions and was ranked the most effective Super Bowl campaign on TikTok.
“We didn’t just have a Super Bowl TV ad; we had a guerrilla influencer campaign that culminated in a TV ad,” said Adam Kornblum, global chief creative at L’Oréal.
3. E.l.f. Beauty Advocates for Diversity with ‘So Many Dicks’
E.l.f. Beauty launched the “So Many Dicks” campaign to highlight the lack of diversity in U.S. corporate boardrooms. With visuals calling out the prevalence of men named Richard, Rick, or ■■■■ on boards, this campaign stood out in a year when many brands avoided purpose-driven marketing. The campaign received overwhelming positive responses and reinforced E.l.f.'s commitment to board diversity.
“The most important time to get a message like this out is when the message is being drowned out,” said Lisa Topol, managing partner and executive creative director for Oberland.
4. Heineken Promotes Unplugging with ‘The Boring Phone’
Heineken tapped into the desire of younger generations to unplug with “The Boring Phone,” a device lacking internet access. Supported by ads encouraging people to live in the moment, the campaign resonated well, with over 24,000 individuals signing up to try the phone within an hour of its launch.
“We realized smartphones are too interesting for social life, leading to the creation of the Boring Phone,” said Sol Ghafoor, chief strategy officer at LePub.
5. Starburst Uses Generative AI to Illustrate Flavor Variety
Starburst’s “Different Every Time” campaign utilized generative AI to create over 300 bespoke assets showcasing the variety of ways its candies can be enjoyed. By partnering with Getty’s licensed ethical AI models, Starburst maintained a human touch in the campaign, balancing creativity with responsible AI use.
“The campaign is reflective of the Starburst brand and shows what can be achieved when human creativity is augmented by responsible AI use,” said Heather Stuckey, vice president of brands and content at Mars.
6. Sprite Reinvents ‘Obey Your Thirst’ for Gen Z
Sprite revived its iconic “Obey Your Thirst” campaign, originally launched 30 years ago, with a fresh take for Gen Z. Featuring NBA Hall of Famer Grant Hill and new stars like Anthony Edwards and Sha’Carri Richardson, the campaign maintained Sprite’s cultural connection to basketball and sport while appealing to modern audiences.
“Sprite continues to push boundaries and celebrate counterculture, deeply connected to today’s audiences,” said A.P. Chaney, senior creative director for Sprite North America.
Honorable Mentions
- Pop-Tarts’ Edible Mascot: This humorous yet grotesque stunt during a college bowl game made headlines but is not included here due to its late December launch.
- Samsung’s ‘Creativity Cannot be Crushed’: A clever response to Apple’s controversial “Crush!” ad, though it could have benefited from a stronger media plan.
- Dove’s ‘The Code’: This campaign highlighted Dove’s stance against using generative AI for models, though it sent mixed messages about the technology.
These campaigns exemplify how creativity and bold strategies can capture consumer attention and drive engagement in an increasingly competitive and technology-driven market.