Best of 2012: Commercials

2012 was a big year for PR and advertising. With the Presidential Election and the 2012 Olympics, I can’t imagine the exorbitant sums of money spent on this year’s marketing campaigns. I decided to round up some of my favorite commercials from this year. I chose these based on a mix of criteria – the innovation and creativity involved, overall look and feel, and most importantly, what emotions were invoked.
A lot of these will probably look familiar to you. I don’t watch a lot of regular programming, and when I do it’s normally a DVR’d show that I fast-forward through. However, I do tend to absorb a lot of ads when I watch sports games or news segments that occur in real-time. So here goes:
My favorite commercials of 2012:
Funniest: Guinness – Round Up Your Mates for St. Patrick’s Day
I discovered this gem on FastCompany’s list of the 15 Best of Ads of 2012, and I loved it! I don’t think this was a US-based ad, but it’s so clever, cute and light-hearted.
Best Sports: Tie between Adidas Is All In and Nike FuelBand Presents: Counts
Nike and Adidas are arguably the two most popular sports brands out there and I’ve always been impressed by both of their products and their marketing strategies. Both of the commercials below evoke a palpable “cool” factor and what I love about both of these campaigns is how they incorporate a multitude of people and activities that don’t necessarily involve sports, but demonstrate athleticism and high energy. Adidas compiled a super rad music video timed to Justice’s hard-hitting “Civilization” featuring everyone from David Beckham to Katy Perry. Nike simply captured memorable iconic moments like OK Go’s “Here It Goes Again” music video and scenes from our favorite films.
Favorite Olympics: Proctor & Gamble: The Best Job and AT&T’s The New Possible
Ads during the Olympics are such a treat; it’s like watching the best ads of the Superbowl, but on a worldwide scale that lasts a few weeks. I love both of these ads for different reasons – the innovation behind AT&T’s “The New Possible” campaign was super impressive. Incorporating real, record-breaking Olympic results seamlessly into the ads was such a smart way to showcase AT&T and celebrate big Olympic wins in the U.S. Check out how they did it on FastCompany. On the flip side, the P&G “The Best Job” ad is one of the most touching commercials of the year. I love how it includes different sports and different cultures, but portrays how universal a mother’s love and dedication is. Though no products were prominently shown in the commercial, it still beautifully represented P&G and its family of brands.


Best Competitive Edge: Samsung – The Next Big Thing is Already Here

Samsung took a huge risk by choosing to capitalize on the hype and buzz surrounding the new iPhone 5. Rather than sitting back and letting the new Apple launch dominate headlines, Samsung proactively inserted itself into the conversation and made a bold, splashy statement. It’s not a secret that Apple users are uncharacteristically loyal, and Samsung not only made some question the supposed “greatness” of the new phone, but also made Apple fans look ridiculous for waiting in line for something competitors already make. I am a reasonably satisfied iPhone user, but I haven’t been blown away by any of the company’s recent launches. Samsung won’t ever convert the diehard Apple fans, but they are successfully targeting people like me who like their iPhones, but don’t think they’re light years greater than other alternatives.

Best Message: Expedia Find Yours

Expedia also chose to make a bold statement, but in a different, much more meaningful way. Documenting the story of a dad’s emotional and deeply personal journey to find his understanding regarding his daughter’s same-sex marriage, the message was poignant, sweet and incredibly moving. I’m glad companies like Expedia and Oreo are openly endorsing same-sex marriage and I consider this commercial a huge win in the fight for same-sex marriage and equal rights. Not too long after that ad ran, Expedia created a “Find Your Strength” commercial sharing the heartbreaking story of a young cancer patient who found strength in her best friend who she met at St. Jude’s. This one’s a tearjerker, but an uplifting, inspirational one. In response, Expedia is matching donations to St. Jude’s on its website.

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1 comment
  1. Adam said:

    I agree that the Olympics yielded some of the best commercials this year and have a tradition of doing so every time the games come around. I particularly loved the Kellogg commercial as it demonstrates the power of great writing. It’s such a subtle way to get your product message across contextually without throwing it in your face.

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