The 25 Best Ads of 2021

Looking back on the year’s best advertising reminds you just how many twists and turns our lives have taken over these past 12 months. For brands who struggle to innovate, it was often a year of insurmountable obstacles, but for those willing to take chances and actually be a part of culture even in turbulent times, there was no shortage of creativity and craft to be brought to bear.

Here’s a look at Adweek’s picks for the 25 Best Ads of 2021:

25. Extra Gum | ‘For When It’s Time‘

Back in May, before the term “Delta variant” meant anything more than a rerouted flight out of Atlanta, there was a sense of guarded optimism about emerging from the Covid-19 era. While quite a few brands seized the moment as a chance to inject some positivity back into advertising after a year of lockdowns, none did it with quite as much hilarious zeal as Extra Gum and agency Energy BBDO. The spot’s joyously ridiculous vision for the future still hasn’t come to pass, but we can all keep hoping.
—David Griner

24. Nike | ‘Play New’

For a brand that’s long championed the mantra “Just do it,” Nike has also had a tendency to build its ads around athletic demigods who’ve conquered or even redefined their sports. But the brand’s most memorable marketing often takes a cue from the slogan’s first ad, which starred 80-year-old runner Walt Stack in 1988. Continuing that tradition, alongside work like 2012’s “Jogger” and 2015’s spot about last-place marathon finishers, is 2021’s “Play New.” Longtime agency Wieden+Kennedy Portland and directing duo ThirtyTwo pack the spot with relatable novices, star athletes humbling themselves in a new sport and notes of realistic encouragement, such as, “Here’s to giving it a shot, even if your shot is garbage.”
—David Griner

23. Doritos | ‘Nunca Es Tarde Para Ser Quien Eres’

From Valentine’s Day to Christmas, holiday advertising can get a little homogenous. Doritos Mexico and agency Slap Global saw Dia de Muertos, a time typically reserved to celebrate family and culture, as an opportunity to express support for the LGBTQ+ community with the emotional “Nunca Es Tarde Para Ser Quien Eres,” or “It’s Never Too Late to Be Who You Are.” The animated spot, which tells the story of a deceased man introducing his male partner to his living family, was part of the brand’s initiative to engage in queer-friendly messaging beyond Pride Month. The spot was heavily celebrated online and currently has over 19 million YouTube views, showing just how much advertising that bucks tradition can resonate with audiences.
—Shannon Miller

22. Woojer and Claire’s Place | ‘Sick Beats’

This year’s Cannes Lions jury showed a lot of love to the nonprofit Claire’s Place Foundation, haptic technology developer Woojer and FCB Health agency Area 23 for “Sick Beats.” The accolades were deserved. Any project that can make a routine, uncomfortable treatment even marginally enjoyable for children living with a serious medical diagnosis deserves some recognition. The first music-powered airway clearance vest for people with cystic fibrosis timed the vibrations meant to clear away harmful mucus to the patient’s favorite music, transforming a somewhat agonizing process into something fun. And the children looked genuinely happy, which is the best endorsement any brand can hope for.
—Shannon Miller

21. McDonald’s | ‘Lights On’

It almost seems incredible that until recently, McDonald’s did not do home deliveries in the U.K. With the pandemic raging, the fast food giant was forced to close its restaurants, which saw it quickly pivot to introduce delivery partnerships which allowed people to receive Big Macs or Sausage McMuffins straight to their doorsteps—and a new revenue stream was born. 

Promoting the service at the start of the year, the ever-present advertiser introduced three posters that show half of its iconic golden-arches “M” looming over an apartment block or house with only one light on as customers await the arrival of their order. Created by Leo Burnett London, and with only the words “We deliver” displayed—no full branding—it was still evident who the campaign was from, demonstrating the familiarity of the McDonald’s brand. 
—Stephen Lepitak

20. Le Chocolat des Francais | ‘Keep the Best of France’

For most designers aiming to create a truly visual concept, integrating the product into print ads can be a straight-up annoyance. But TBWA\Paris, one of the creative gems in the crown of this year’s Global Agency of the Year, found a way to make the actual packaging of Le Chocolat des Francais bars the centerpiece in a detail-rich campaign that’s charming and hilarious. “Keep the Best of France” shows how the lovely scenes on the chocolate bars contrast with everything happening outside the frame. It’s unexpected, rich in craft and sure to be a favorite on the awards circuit in 2022.
—David Griner

19. Relief | ‘A Better Way to Get Out of Debt’

When Netflix’s Squid Game became one of the biggest hits in streaming history, several brands tried to clasp onto the Korean series’ wave of popularity—with often garish results, given the show’s graphic depictions of a gameshow-like competition in which losers are murdered on the spot. But one shining exception was the minimalist out-of-home campaign by Relief, an app designed to help you get out of debt, and Canadian agency Wunder. Printing cryptic cards like those given to debt-oppressed contestants in the show, Relief handed out thousands across Miami and Miami. On the back of each was a message that would resonate with anyone who’d watched the show: “There’s a better way to get out of debt.”
—David Griner

18. Planters | ‘Shake It Like Dad’

Ads about dads are so common and trope-riddled, they often seem to parody themselves. So how do you make a Father’s Day spot about relatable dad habits that’s…actually funny? Planters and agency VaynerMedia somehow nailed it with “Shake It Like Dad,” a musical spot anchored by Black-ish’s Anthony Anderson. With practically flawless lyrical copywriting and delivery, the ad takes a basket of old comedic chestnuts and makes them feel fresh again.
—David Griner

17. Reform Alliance | ‘Technically Illegal’

The dehumanizing aspects of the U.S. criminal justice come in many forms, a fact driven home potently by the Reform Alliance and Droga5 in “Technically Illegal.” The spot highlights just a few of the ways that simple, universal actions like visiting a sick relative or getting delayed can—and very often do—result in having parole or probation revoked, making the prison system seem like an inescapable quagmire. “Everyday life shouldn’t be treated like a crime,” the spot notes in closing. The ad was directed by rising star Malik Hassan Sayeed, who has been director of photography on a wide range of hits such as Beats by Dre’s “You Love Me” and Beyoncé’s video for “Formation.”
—David Griner

16. Spinneys | ‘The Bread Exam’

How did a cancer foundation spread a tutorial on administering breast self-exams in a place where cultural taboos prevent the public discussion of breasts? By disguising it as a simple dough-kneading tutorial. Created by McCann Paris alongside Middle Eastern supermarket chain Spinneys, American University of Beirut Medical Centre and the Lebanese Breast Cancer Foundation, “The Bread Exam” showed Chef Um Ali expertly working with two mounds of dough while carefully instructing viewers on how to assess it for optimal baking, which was key for famous “healthy bread.” By avoiding any utterance of the word “breast,” the tutorial was able to spread globally, including the Middle East. Insightfully clever and purpose-driven, “The Bread Exam” managed to spark a life-saving conversation while still recognizing—and working within—the realities of culture.
—Shannon Miller

15. Pepsi | ‘#BetterWithPepsi’

“Finding” your logo hidden in other images—aka intentionally placed there by you—is a classic print ad design classic that, when used with a deft hand, can still feel incredibly fresh. Miami agency Alma DDB certainly nailed it with its “#BetterWithPepsi” print work, which recreated the Pepsi logo by folding wrappers used by major fast food chains. Best of all, none of the chains actually served Pepsi, showing that the soft drink company was willing to bring some swagger and ambition to its marketing.
—David Griner

14. Visit Iceland | ‘The Icelandverse’

Pitched and created in a matter of days, this tourism campaign was conceived by creative agency SS+K in New York in response to the Facebook rebrand announcement video with Mark Zuckerberg discussing the potential of the Metaverse. This parody is so well produced that even the Facebook founder himself publicly welcomed it.

Led by the country’s “chief visionary officer” Zack Mossbergsson (actor Jorunder Ragnarsson) the film outlines the natural beauty of Iceland as a world people can experience and explore now—without the need for a VR headset. In less than a week, it had been viewed around the world by more than 6 million people without any media spend.
—Stephen Lepitak

13. Burberry | ‘Open Spaces’

If there’s one feeling few of us have experienced in recent years, it’s boundless freedom—from our homes, from 24/7 work availability, and most importantly from the oppressive cloud of stress that seems to linger over everything. But for about two and a half minutes, Burberry managed to create an escape from all of that with “Open Spaces,” its long-form ad from directing collective Megaforce. Wonderfully dream-like while still crafted with believable movement, “Open Spaces” offered a brief moment of respite in a year where taking a deep breath and touching grass were the greatest luxuries.
—David Griner

12. Eos | ‘Bless Your F*ing Cooch’

If there was one campaign that perfectly encapsulated Mischief @ No Fixed Address’ agility and daring approach to advertising, it was beauty brand Eos’ limited “Bless Your F*ing Cooch” line of shaving creams. In response to TikTok creator Carly Joy’s viral shaving tutorial, which now sits at nearly 20 million views, the brand and Adweek’s 2021 Breakthrough Agency of the Year released a customized product that featured the clip’s actual dialogue. By creating a product that actually celebrated her—adult language and all—Eos showed a certain respect for the independent creators that often sell these products. It was a fantastic example of recognizing a real branding moment and participating in an authentic way.
—Shannon Miller

11. Amazon | ‘Alexa’s Body’

Most of us have gotten to know Amazon’s Alexa as a voice, but what if the ubiquitous assistant also had a body? Lucky Generals, the U.K.-based agency behind previous Amazon work such as “Alexa Loses Her Voice” from the 2018 Super Bowl, returned to the Big Game this year with one of the year’s hottest stars, Michael B. Jordan, as the imagined embodiment of Alexa IRL. Essentially a co-promotion for Jordan’s Amazon Prime Video movie, No Remorse, the spot had fun testing the limits of sexual innuendo during a supposedly family-friendly event. In the end, it was both an effective product demonstration and one of the Super Bowl’s most memorable ads this year.
—David Griner

10. Heinz | ‘Draw Ketchup’

For just about any brand, the ultimate flex is to dominate your category so thoroughly, consumers can hardly think of anyone else. Canadian agency Rethink found a fun and clever way to prove that Heinz is definitely on that level with its ketchup. Challenging people around the world to “draw ketchup,” the project revealed that just about everybody (with the exception of Mr. Mustard, who clearly didn’t understand the assignment) will draw a Heinz bottle—complete with name—when prodded to illustrate ketchup. The stunt is one of several high-profile campaigns Rethink has created for Heinz, generating global acclaim, and shows the booming shop’s potential for global growth in the coming year.
—David Griner

9. Change the Ref | ‘Lost Class’

How do you turn vocal firearm advocates into spokespeople for an anti-violence campaign they’d normally avoid getting anywhere near? For Change the Ref, created by parents of students killed in 2018’s Stoneman Douglas High School shooting, the answer was to invite two gun-rights proponents to give commencement addresses for a school that doesn’t exist. The 3,044 empty seats spread before former NRA president David Keene and author John Lott, who thought they were speaking to a virtual graduating class, represented students who would be graduating if they hadn’t been killed by gun violence. The bait-and-switch, developed by agency Leo Burnett Chicago, generated global media attention. But unfortunately, gun violence has continued to plague U.S. schools, with more than 20 shootings since Aug. 1, 2021.
—David Griner

8. Heineken | ‘Shutter Ads’

With bars forced to shut across Europe due to pandemic restrictions, there was no way for owners to drive revenue to keep their business afloat for almost a year. Many were having to close their shutters for the last time as a result. But Publicis Italy, Adweek’s International Agency of the Year for 2021, saw potential for those shutters to become advertising billboards instead, redirecting Heineken’s out-of home budgets to support bar owners. More than 5,000 bars turned their shutters into ads for the company’s beer brands including slogans such as, “See the ad today, enjoy this bar tomorrow.” The campaign would go on to earn the Outdoor Grand Prix at Cannes Lions in June also.
—Stephen Lepitak

7. Anheuser-Busch | ‘Let’s Grab a Beer’

The scenes in Wieden+Kennedy New York’s Super Bowl ad for Anheuser-Busch might seem a bit banal in December 2021, as they would have before the Covid-19 pandemic too. But in early 2021, the spot perfectly captured all the simple moments of normal life that we missed during the many months of pre-vaccine lockdowns. “Let’s Grab a Beer” reminded us that we’d be back together soon in ways that we might not always appreciate as special, because you only miss them when they’re gone.
—David Griner

6. Axe | ‘The New Axe Effect’

Gen Z is rapidly changing the marketing landscape, as evidenced by the surge in brightly tinted, influencer-led campaigns. Axe and The Martin Agency went one step further by really digging into how today’s younger generation views relationships and dating. The result: a visually stunning ode to the boundless playground that is modern-day attraction. “New Axe Effect” strayed from the Unilever brand’s once problematic ethos by ditching the usual hordes of mindlessly obsessed women and showing how fun attraction can be when it’s mutual and not limited by gender. It signaled a new direction for the brand—and generated stronger sales growth than Axe had seen in nearly a decade.
—Shannon Miller

5. Sinyi Realty | ‘In Love We Trust’

Some of the most resonant creativity comes from campaigns that prioritize fantastic storytelling over selling a product. Taiwan’s Sinyi Realty told such a touching tale of patient love that it was almost hard to believe the 7-minute short film was actually an ad. The story followed a real estate agent who witnessed the effects of divorce on the market while she considered the next steps of her own relationship. “In Love We Trust,” created by agency DentsuMB Taiwan, was a quiet hit with this year’s Cannes Lions judges, who awarded it Entertainment Grand Prix, and it’s a great example of the magic that can emerge when a brand is willing to test the boundaries of its own marketing and sideline heavy branding.
—Shannon Miller

4. NBA | ‘Welcome to NBA Lane’

Regardless of whether you’re a basketball fan, “Welcome to NBA Lane” from agency Translation is one of the year’s most fun, uplifting and rewatchable ads. While NBA great Michael Jordan might not be present, countless other stars from across the generations were on hand for the spot, which ranges from laugh-out-loud silly to solemnly respectful. Actor Michael B. Jordan, making his second appearance in this year’s roundup of best ads, is also in his element as the ad’s tour guide, a role that lets Jordan show his versatility and charisma.
—David Griner

3. BLK | ‘Vax That Thang Up’

It’s not often that a parody of an iconic song can seamlessly make its way into advertising without it devolving into a totally cringeworthy moment. Dating app BLK and agency Majority, however, found a way to genuinely celebrate Cash Money Records’ 1999 hit “Back That Thang Up” while reimagining it as a pro-vaccination summer jam. “Vax That Thang Up” placed Juvenile, Mannie Fresh, and No Limit Records alumnus Mia X back into the spotlight with an impressively accurate send-up that caught the rapt attention of social media, trending mere hours after its debut. Additionally, it was just incredibly catchy and fun—words that aren’t often used to describe a PSA.
—Shannon Miller

2. McDonald’s | ‘The BTS Meal’

When it comes to understanding its target audience, few brands were as astute as McDonald’s this year. The BTS Meal was more than a flashy partnership. With its multiple merch drops, exclusive content, and neon-piped creative spot to ramp up excitement, this campaign by Wieden+Kennedy New York brilliantly aligned with similar marketing strategies that have worked for some of the biggest acts in K-pop—including BTS, naturally. The celebrity-backed meal helped boost McDonald’s sales by an impressive 41% thanks, in large part, to a plan that exuded intelligence and style to spare.
—Shannon Miller

1. Geico | ‘Scoop, There It Is’

Potent nostalgia? Check. Addictive replayability? Check. A joyous positivity that remains undefeated after an often brutal year? Check.

With “Scoop, There It Is,” Geico and The Martin Agency created a spot that revived a favorite song of the past while having a clear cultural impact on the present.

Viewed more than 15 million times on YouTube and referenced in countless ways on platforms like TikTok, Geico’s spot featuring 1990s hip-hop duo Tag Team has been named by Adweek’s editors as the Best Ad of the Year.

The spot, launched around New Year’s, quickly became advertising’s defining crowd-pleaser of 2021. The ad was so beloved, when its original TV flight ended, McSweeney’s ran a piece titled, “The Five Stages of Grief When Dealing With No Longer Being Able to See the ‘Scoop, There It Is’ Geico Commercial.” (Fans needn’t fear; the ad returned in September, bringing with it an official ice cream flavor made in partnership with New York-based creamery Mikey Likes It.)

What was your favorite ad of 2021? Share your takes with @Adweek on Twitter or TikTok.

The Martin Agency Is Adweek’s 2021 US Agency of the Year