If Carlsberg did years, it most certainly would not have created 2020. Yet despite the challenges, brands and agencies alike have found ways to ensure creativity goes on, bringing some joy to a miserable year. Here, The Drum rounds up the 10 most viewed ads from Creative Works in 2020.
2020 will most certainly be one for the history books – a year that most can’t wait to leave behind. However, despite the events that have unfolded this year, creativity has been a beacon of light in the face of adversity.
As the world prepares to say goodbye to 2020, The Drum brings you the 10 most viewed ads from The Drum’s Creative Works.
Mint Mobile: New ManageMint by Maximum Effort Productions
When the coronavirus halted produced, Mint Mobile and its owner Ryan Reynolds decided to go old school, devising a video campaign based on a PowerPoint presentation in lieu of an ad.
Reynolds opens the ad by explaining that while the team were in the middle of an ’epic’ ad, due to the pandemic they stumped for just a PowerPoint. The ad then continues on to a parody of PowerPoints, complete with cheesy stock imagery and, at one point, a puppy.
BBC: Don't Quit by BBC Creative
This year, the BBC played a major role as a public service broadcaster. To highlight all work it was doing to help people through this national crisis, it created ’Bringing us Closer’ – a montage of real footage captured over the course of the first weeks of lockdown.
It was accompanied by the rousing voice of Idris Elba, who recited the uplifting poem ’Don’t Quit’. The clips captured from BBC news broadcasts included empty supermarket shelves, deserted streets and personal videos of the NHS frontline, inserted within footage of viral content, including the ‘clap for NHS carers’ and Llandudno’s rogue goats.
Aviation Gin: Arlene’s Big Leap by Maximum Effort Productions
Leap Day babies are a birthday conundrum – is someone who was born on a leap year technically six years old or 24? And, how do you celebrate on a normal year?
2020 has been many things, including a leap year. To mark the occasion, Aviation Gin played with the concept of birthday celebrations for an 84-year-old’s 21st birthday. To celebrate, Ryan Reynolds and Aviation wanted to make sure her first legal drink was Aviation Gin.
To remind people to check in on friends and family during the lockdown period, Budweiser revisited its iconic ’Wassup’ adverts. Using the original cast with re-recorded audio to ensure the ad obeys the US Government’s lockdown measures, the spot leads the viewer to believe that they are communicating with each other from quarantine.
TikTok: A Little Brighter Inside
Showcasing content that its users created during Lockdown, TikTok launched its first UK TV campaign back in May. ’A Little Brighter Inside’ features artists including Little Mix and Tinie Tempah, as well as Olympics star Tom Daley and The F Word chef Gordon Ramsey.
Secret: All Strength, No Sweat
Against the backdrop of a custom-made anthem sung by Grammy-nominee Jessie Reyez, P&G-owned Secret deodorant placed a diverse lineup of women celebrities at the heart of its campaign – ’All Strength, No Sweat’.
The women were chosen for following their passions and not ’sweating’ the obstacles in their paths, including the Brazilian-American actress Camila Mendes, Olympic gold medalist Swin Cash, actress and entrepreneur Shenae Grimes-Beech and fitness mega-influencer Ainsley Rodriguez.
Fairprice: A Fresh Start by Iris
In June, Singapore supermarket chain NTUC FairPrice launched a campaign to encourage people in the country to carry on the values they discovered during the two-month partial lockdown because of the Covid-19 pandemic
Just Eat: Did Somebody Say Just Eat by McCann London
In May, Just Eat’s jingle was given the Snoop Dogg treatment as the delivery service continued its pivot away from a focus on convenience to an emphasis on delivering joy.
Billed as ‘this year’s biggest collaboration’, the spot sees the rapper working hard on jazzing up Just Eat’s latest jingle – doggystyle.
Apple: Creativity Goes On
As the world dealt with the pandemic back in April, Apple captured how people are using its products to stay creative during the Covid-19 pandemic.
‘Creativity Goes On’ montaged footage of people keeping creativity alive; whether it be drawing pictures on iPads, producing video content on MacBooks or using FaceTime to share creative ideas.
Sesame Street: Washy Wash Song
Leveraging its knack for relaying important messages to children in an absorbing way, Sesame Street built on its ’Caring for Each Other’ initiative to help parents and children during the coronavirus pandemic.
The team has created animations to encourage them to stay physically and mentally healthy to help support families through this trying time.