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.
#4: CeraVe ‘Michael CeraVe’
CeraVe crafted the stickiest social campaign of the Super Bowl with the goofy premise (sourced from Reddit) that Michael Cera had formulated the brand’s skincare products. The digital-first campaign leaned into paparazzi-style teasers before culminating in a fun spot parodying fragrance campaigns during the Super Bowl itself.
