Matt Litzinger: Six Ads that Showed Our Industry at its Best in 2023

As the nights draw in and the out-of-office auto replies start to build up, there’s no beating this time of year when it comes to reflection. Truly, December is the undisputed King of reflection. It’s a good thing, too, since looking back on the industry’s high points from the past twelve months was a lot of fun. Seriously - you should give it a go. 

In doing so, I was reminded of some awesome ideas, and spotted a couple of things that had flashed past me the first time around. We’re all accustomed to moving so fast that it can be so easy to miss glimpses of genius - and this year, there were plenty of those. It’s that weird, potent cocktail of creative inspiration and a low-key burning jealousy that you weren’t in the room when these ideas were formed. 

There was also a real feel-good factor around so much of the work which has been contagious. It’s as though we’ve collectively remembered that part of our purpose is to entertain people - helping brands to say what they want to say best, rather than get mired in justifying why they want to say it. 

And some of the best work from this year was also a riposte to the idea that we’ve all got vanishingly small attention spans and can’t handle anything longer than a six-second pre-roll. On the contrary, creatives from around the world this year showed that you can grab people’s attention and hold it for enough time to tell a story - you just need to make sure that you’ve earned the right to do so. 

So without further ado, here are six ads in no particular order from 2023 that I loved, and made me curse the fact I didn’t make them myself (it was meant to be five but, hey, it’s the season of generosity)... 

Make My Money Matter: The Hidden Relationship 

A genius concept, with faultless execution. Looking at the twisted relationship between big banks and oil companies through the lens of marriage counselling is an inspired setup, and of course Kit Harrington and Rose Leslie play the scene out perfectly. Huge credit to Mother London for pulling it off. 

The darkly comic and subtly absurdist tone which permeates the ad is really interesting to me, too. Had it been made three or four years ago it might have been a bit more sincere, a bit less, well, weird. But in 2023 it feels right and natural to communicate a serious message in such a creative way - we want people to actually listen to it, after all. 

Beats by Dre: ‘The King & The Viking’

When you’re already at the top of the mountain, what motivates you? The idea of doing something ‘again’ when you’ve already proven yourself is a phenomenon that has hit even the most decorated teams and athletes around the world. But this ad from Translation, hooked around the admittedly incredible talent-get of LeBron James and Erling Haaland, proves that ‘again’ can be its own motivator. 

We hear from Savannah James - businesswoman and wife of LeBron - as well as Alf-Inge Haaland, former footballer and father of Erling. Their voices ground the ad in a deep sense of humanity, as well as provide an element of storytelling. There’s a kinetic energy that keeps the spot moving, and the audience gripped, right to the final crescendo. 

Chevrolet: A Holiday to Remember 

There are two types of people in this world: Those who will admit to sobbing at this majestic ad from Commonwealth//McCann, and liars. The five and a half minute runtime flashes by faster than a speeding Chevy, which is testament to the pure storytelling work that the team clearly put into this one. Oh, and not to mention the incredible film craft, too. 

Perhaps messages like this land all the harder during the holidays. But that level of love and storytelling is going to be effective all year round. 

FIAT: Operation No Grey 

Look at any road or parking lot in 2023, and you might be forgiven for thinking that you’re viewing life in monochrome. After all, the most popular colour for any car sold in the last year is grey, with black not too far behind. It’s as if colours no longer have a place on the road. 

Which makes it all the more ballsy and exciting that legendary car manufacturer FIAT has decided to ditch grey from its lineup altogether. Because Italy, naturally, is a country of colours. It’s a neat concept from Leo Burnett Italia, showing why creativity is still the ultimate differentiator. 

Dove: Injectable Billboard 

Toxic beauty standards amongst young people are swiftly becoming a social crisis. If you don’t believe that, this imaginative out-of-home campaign from Ogilvy Toronto / David Miami will persuade you. 

Taking 50,000 syringes - one to represent each time a teen had undergone a cosmetic injection in the last year. It’s a profound issue that requires serious attention, and this idea is an amazing way to stop people in their tracks and notice it. 

Yorkshire Tea: Pack Yer Bags 

There’s no better way to round out this list than a bombastic, kinetic, kaleidoscopic dance banger for an, erm, iconically British tea brand.

A melodic ode to the importance of bringing Yorkshire Tea on your lads holiday to Ibiza, this ingenious music video from Lucky Generals is more evidence of why entertainment always wins. It’s impossible not to raise a smile - or indeed to tap your feet - as the beverage-themed party anthem plays out. Here’s to creativity; Now let’s get lightly caffeinated.