‘One of the last great ads’: Adland execs pick 2023’s standout spots and trends

But what made these campaigns stand head and shoulder above the rest? And what does it say about the direction the industry is heading in? Here, our experts weigh in.

McDonald's ‘Raise Your Arches’ by Leo Burnett UK

Ian Flynn, executive creative director, RocketMill: “I just love that they made brand equity out of a movement, it’s really clever... It was memorable for sure.”

Amy Butterworth, creative strategist, Verb (part of the Croud Group): “I now have that song in my head and I just got it out. Thanks for that. It’s also interesting that they didn’t use any products at all.”

It's a campaign that Leo Burnett's chief creative officer Mark Elwood told The Drum this week that he felt was “one of the last great ads that the country has seen”. He labeled the campaign “participative advertising”: the type of work that doesn't leave anyone behind.

Apple ‘The Greatest’ by Apple

Sophie Lewis, chief strategy officer, M&C Saatchi: “This was one of the greatest pieces of communication I’ve seen in a long time. Not least as a strategist because it was basically one long product demonstration. It was a fantastic piece of work.”

This ad from Apple, which first aired at the end of 2022, took a very different approach to McDonald’s, showing how the tech giant’s products can aid people with disabilities. Spotlighting these uses has become a theme for Apple. A more recent spot, directed by Taika Waititi, showcases how the iPhone has the facilities to preserve voices.

British Airways ‘Take Your Holiday Seriously’ by Uncommon

Amy Butterworth, creative strategist, Verb (part of the Croud Group): “This was smart. They managed to tap into the consumer mindset of that time of year. It got a sense of playfulness and showed, probably, what most of us would quite like to put on our out-of-office. I enjoyed seeing every variation of it.”

Uncommon has hit the nail on the head with being spot-on with consumer insights and getting into the mindset of audiences this year. Its Christmas ad for JD Sports stood out among more fanciful spots for its relatability and authenticity.

Heinz ‘AI Ketchup’ by Rethink

Ala Uddin, executive creative director, Mud Orange: “Whether it was manipulated or not, this execution showed that Heinz is synonymous with tomato ketchup. It was cool to see all the different artwork that came out of it. Now, if anyone does anything like that, it will be like ‘Okay, we get it, AI, it’s over’. It was very on the pulse.”

We couldn’t get through a list of the best ads and trends without speaking about AI, could we? It’s been a hot topic this year, with more and more brands using it to get creative. Love it or hate it, it’s here to stay. Just look at what Heinz has been getting up to with its AI ad that first aired in the Summer of 2022 or this latest holiday campaign from Coca-Cola starring model Winnie Harlow.

The Farmer's Dog ‘Forever’ by The Farmer's Dog (in-house)

Benjamin Potter, chief executive officer for North America and global creative director, Clickon: “This does such a great job in tapping into the journey of the average life. Being a kid, going to school, falling in love in college, having kids. It just felt so human. It was the kind of life that we all aspire to. It’s human advertising. It wasn't a branded film, wasn't pushing a product. It's just such a beautiful ad.”