Ads of the Year The 10 Best Ads of 2016 By Tim Nudd|December 11, 2016 Share By Tim Nudd|December 11, 2016 Share It’s been an undeniably rough year, but at least we had some brilliant advertising along the way to inspire, amuse and delight us. Adweek’s picks for the 10 best ads of 2016 are an extremely varied collection, from comedy to drama and everything in between. And they represent many of the year’s cultural touch points. There is the year’s best Super Bowl ad, the best Christmas ad and the best Olympic ad. There are celebrity directors (Wes Anderson and Spike Jonze) and celebrity stars (including Taylor Swift and Michael Phelps, who bookend our selections). There’s a Nike blockbuster, though it’s not from the U.S. There’s a shocking PSA, though while it’s about school shootings, it’s not about gun control. There are also several masterpieces of craft, from a stunning set piece cleverly designed to air around the presidential debates to the latest incredible brand partnership from OK Go. Congratulations to all the agencies and brands here for making the year’s best work. 10Apple Music, ‘Taylor vs. Treadmill’Agency: In-houseDirector: Anthony Mandler Getting the world's biggest pop star in your ad is good. Having her sing another pop star's song, and fall flat on her face off a treadmill, is slapstick gold. In a year when Apple made generally good use of celebs, this spot stood out. It didn't hurt that it was shared first with Swift's 94 million Instagram followers. 9Old Spice, ‘Rocket Car’ Agency: Wieden + Kennedy Director: Steve Rogers Man pushing himself to the limits. It's a hoary cliché of masculine advertising that's parodied mercilessly, and hilariously, in this Old Spice ad about a man who builds a rocket car and roars through the desert—with disastrous consequences. The meta snark is perfect, and proof this P&G brand can still bring the funny. 8Morton Salt, ‘OK Go: The One Moment’ Agency: Ogilvy & Mather Director: Damian Kulash OK Go has worked with many brands on music videos, but few as brilliant as this. The band filmed 4.2 seconds of colorful stuff exploding—paint buckets, water balloons, even guitars—and slowed it down to a four-minute video, cleverly integrating Morton Salt and its "Walk Her Walk" charity initiative along the way. 7Kenzo, ‘My Mutant Brain’ Agency: Framework Director: Spike Jonze Spike Jonze returned to adland in wonderfully weird style with this four-minute perfume ad, featuring Margaret Qualley spasming to the beat of her mutant brain, and shooting laserbeams out of her fingers. Echoing Jonze's own "Weapon of Choice" video for Fatboy Slim, it was nonetheless a bizarre and captivating sight all its own. 6Jeep, ‘Portraits’ Agency: iris New York Editor: Brian Sanford The best ad on Super Bowl 50 was also its most stripped down. This quiet 60-second Jeep spot featured portraits of Jeep drivers—famous and not—with a simple, evocative voiceover celebrating the brand's 75th anniversary. Remarkably, it was a vertical video—which was perfect for mobile, and framed the photos beautifully on TV, too. 5H&M, ‘Come Together’ Agency: adam&eveDDB Director: Wes Anderson Leave it to Wes Anderson to make the year's most delightful Christmas ad. A train is delayed in bad weather at the holidays, but the conductor (Adrien Brody) hatches an improbable plan to celebrate on board. The four-minute spot is a mini masterpiece of craft, with H&M fashions woven throughout and a surprisingly emotional ending. 4Sandy Hook Promise, ‘Evan’ Agency: BBDO New York Director: Henry-Alex Rubin A simple, breezy love story, set inside a high school, had a breathtaking twist no one saw coming in this brilliant bit of misdirected storytelling from BBDO. No other ad this year left viewers quite so stunned. The spot didn't just tell you to look for warning signs before a tragedy—it made you miss them without even realizing it. 3Nike, ‘Da Da Ding’ Agency: Wieden + Kennedy, Delhi Director: François Rousselet Girls in India are told sport is a waste of time, and to focus on school and marital eligibility. This three-minute Nike spot—starring the ultimate squad of Indian women athletes (and other celebs)—was a freewheeling, joyous rebuke to that thinking. Marvelously conceived and shot, it was a stunning debut on the brand from W+K's Delhi office. 2Audi, ‘Duel’ Agency: Venables Bell & Partners Director: Ringan Ledwidge Audi made a lot of great ads in 2016, but none as spectacularly staged or gleefully fun as "Duel," in which hotel valets—a man and a woman—did battle, entirely in reverse, for the right to park an RS 7. Great choreography, eye-popping stunts, perfect payoff—and a genius media buy around the three presidential debates. 1Under Armour, ‘Rule Yourself: Michael Phelps’ Agency: Droga5 Director: Martin de Thurah The brief was simple: Explore the rigors of training through the lens of Michael Phelps ahead of the Olympics in Rio. The finished spot was astonishing, using darkness to paradoxically shed new light on one of the planet's biggest stars—and the physical and psychological cost of dedicating one's life to swimming at the highest level. Check out our full story about the No. 1 ad of 2016 and our profile on Michael Phelps. Credits for all 10 spots appear below. 10. Apple Production company - Black Hand Cinema Directed by: Anthony Mandler - Black Hand Cinema Produced by: Kim Bradshaw Director of Photography: David Devlin Written by: Taylor Swift, Anthony Mandler & Larry Jackson Edited by: Sam Gunn - Whitehouse Post Colorist: Tom Poole - Company 3 Online & VFX - Carbon VFX 9. Old Spice Client: Old Spice Agency: Wieden + Kennedy, Portland, Ore. Creative Directors: Jason Bagley | Craig Allen Copywriter: Nick Morrissey Art Director: Matt Sorrell Additional creative (on Whale only): Jarrod Higgins Senior producer: Lindsay Reed Producer: Monica Ranes Account team: Liam Doherty | Michael Dalton Executive creative directors: Mark Fitzloff | Joe Staples Head of production: Ben Grylewicz Production company: Biscuit Filmworks/Revolver Director: Steve Rogers Managing director: Shawn Lacy Executive producer: Holly Vega Producer: Pip Smart DP: Mandy Walker Production designer: Leon Morland Editorial company: Mackenzie Cutler Editor: Gavin Cutler Assistant editor: Brendan Hogan Executive producer: Sasha Hirschfeld VFX company: The Mill | LA Executive producer: Enca Kaul Senior producer: Dan Roberts Production coordinator: Kris Drenzek Creative director | Shoot supervisor | 2-D lead artist: Tim Davies 3-D lead artists: Tom Graham 3-D lead artists: Phill Mayer, Hartwell Durfor, Kenzie Chen, Yorie Kumalasari, Brett Angelillis, Mike DiNocco, Katie Yancey, Blake Guest, Jenna Kind, Monique Espinoza, Steven Olson, Milton Ramirez 2-D artists: John Price, Robert Murdock, Don Kim, Dag Ivarsoy, Jeff Langlois, Ashely Forbito, Adam Lambert, Daniel Thuresson, Tim Robbins Art department: Brett Lopinsky, Laurence Konishi, Kelsey Napier Head of 3-D: John Leonti Sound design Company | Sound designer: Mackenzie Cutler | Sam Shaffer Company | Sound designer : Barking Owl | Michael Anastasi Final Mix Studio: Lime Studios Engineer: Samuel Casas Assistant engineer: Mark Nieto Executive producer: Susie Boyajan Color transfer: Company: The Mill | LA Artist: Adam Scott Color EP: Thatcher Peterson Color producer: Antonio Hardy Color coordinator: Diane Valera 8. Morton Salt OK Go: Damian Kulash, Timothy Nordwind, Andy Ross, Dan Konopka Director: Damian Kulash Producer: Park Pictures Executive producers: Justin Pollock, Jackie Kelman Bisbee Producer: Pat Frazier Director of photography: Shawn Kim Production designer: Bradley Thordarson First assistant director: Jonathan Watson Executive brainstormer: Elan Lee Camera: First assistant camera: Chris Slany Second assistant camera: Matt Sumney Phantom tech: Patrick McGraw Behind the scenes: Ross Harris Stills: Daniel Goldwasser Motion control: Bolt programmer: Simon Wakley Bolt assistants: Chris Toth, Leo Roberts Lighting: Gaffer: David “Blue” Thompson Best boy: Randy Dye Electric: Jeff Matthews, Adan Galindo, Shaun Stallard, Louie Manzo Grip: Key grip: Colby Dunford Best boy: Joseph Messier Grip: Curtis Brown, Randy Granger, Ray Chase Art fepartment: Art director: Steve Christenson Art coordinator: Katy Shirey Set decorator: Tally Duke Floyd Leadman: Lance Rosa Set dresser: Andre Price, Kevin Quinn, Silvio Scillone, Tony Alvarez Prop master: Ben Ferene Prop assistant: Mark White Lead painter: Jamie McElrath Painter: Molly Holnick SPFX supervisor: Kelly Kirby SPFX foreman: Robert Garrigus, Doug Calli SPFX tech: Steve Shines SPFX tech: Bill McGinley SPFX tech: Rich Jacobs Set dresser FX: Aaron Ferene Production supervisor: Ari Chang Second assistant director: Ricky Weaver Assistant production supervisor: Amanda Andrews Script: Kristy Kelly VTR: Tom Myrick Craft services: Michael Backlinder Production assistants: Brian Lierk, David Rada, Robert Lomeli, Oscar Matute, Chris Maltauro, Morgan Pham, Melanie Cycz Makeup: Kristen Shaw Wardrobe stylist: Christina Blackaller Assistant stylist: Laurel Rose Editorial: Editor: Cass Vanini Assistant editor: Ben Foushee Editorial producer: Sari Resnick Visual effects: Company: Artjail VFX supervisor/creative director : Steve Mottershead Head of production: John Skeffington VFX producer: Adriana Wong Previz: Darren Chang Titles: Ryan Hawthorne Colorist: Shawn King For Ogilvy: Joe Sciarrotta, Chief Creative Officer David Hernandez, executive creative director Amy Gozalka, creative director Kara Coyle, associate creative director Gayle McCormick, executive producer Annie Larimer, senior producer Philip Puleo, project manager Paige Robinson, management supervisor Katie Quinn, assistant account executive For Morton: Director of communications & corporate brand strategy: Denise Lauer Senior communications manager: Paul Jackiewicz Head of sales and marketing: Shayn Wallace Senior director, brand marketing: Peter Sashin 7. Kenzo Client: Kenzo Agency: Framework/Black Frame, New York Copywriter / director: Spike Jonze Producers: Natalie Farrey, Vincent Landay Executive producers: Humberto Leon, Carol Lim Co-producer: Amanda Adelson Director of photography: Hoyte van Hoytema Production designer: KK Barrett Editor: Eric Zumbrunnen Choreographer: Ryan Heffington Costume designer: Heidi BivensArtistic Music Company: Squeak E. Clean Productions Song Title: Mutant Brain Artist/Composer: Sam Spiegel + Ape Drums ft. Assassin 6. Jeep Client: Fiat Chrysler Automobiles – Jeep CEO: Sergio Marchionne CMO: Olivier Francois Director of FCA U.S. brand advertising: Marissa Hunter Head of Jeep advertising: Kim House Jeep advertising manager: Nicole Pesale Agency: iris New York Global creative director: Sean Reynolds Associate creative director & art direction: Marcus Liwag Executive creative director: Lisa Bright Copywriter: Winston Noel Designers: Nicole Monzon, David Penn Head of planning: Dipti Bramhandkar Account manager: Allison Benoit Executive producer: Guy Quinlan Editor: Brian Sandford (The Cutting Room) Music: Kristin Dyrud, Jim Cox (Hum Music) Production credits: The Cutting Room, Light of Day New York, Nice Shoes New York, Hum Music LA, Catch&Release Editorial: Cutting Room New York Editor: Brian Sanford Editor: Merritt Duff Mix: Walter Bianco Executive producer, producer: Melissa Lubin Managing partner, producer: Susan Willis Postproduction: Light of Day New York Colin Stackpole: Creative director/Flame Dan Bowhers: Flame Mike Wharton: 3-D Matt Esolda: GFX Peter DeAndrea: Online Jacob Robinson: Assistant Telecine: Nice Shoes New York Colorist: Lez Rudge Color grading producer: Ed Rilli Color grading assistant: Andrew Pandolfino Music house: Hum Music Los Angeles Track title: Aerial Composer: Kristin Dyrud Performed by: Jim Cox Creative director: Scott Glenn Executive producer: Debbi Landon ECD: Jeff Koz Creative Research, Clearances, & Licensing services: Catch&Release VO Casting: House Casting New York Executive director: Neil Myer Casting director: Mary Egan-Callaghan Casting director: Rebecca Yarsin 5. H&M Client: H&M Daniel Herrman, head of marketing, H&M Erik Zetterberg, head of marketing, H&M Boshra Sadegiani, project manager, H&M Agency: adam&eveDDB Chief creative officer: Ben Priest Executive creative directors: Ben Tollett, Richard Brim Creative directors: Till Diestel, Tim Vance, Paul Knott Agency producer: Lucie Georgeson Managing director: Tammy Einav Account directors: James Rowe, Olivia Chittenden Production company: The Directors Bureau, Riff Raff Executive producers: Lisa Margulis, Matthew Fone Producer: Julie Sawyer Director: Wes Anderson D.O.P.: Bruno Delbonnel Editing company: Final Cut Editor: Joe Guest Postproduction: The Mill London Post producer: Gemma Humphries VFX supervisor: Jonathan Westley Music supervisor (online film): Randall Poster Music supervisor (broadcast films): Abi Leland Audio post production: Factory Mix & additional sound design: Anthony Moore Audio producer: Lou Allen Soundtrack name and composer, online film: Katherine Kennicott Davis Little Drummer Boy, performed by Harry Simeone Choral John Lennon & Yoko Ono, Happy Xmas (War is Over) Broadcast films O Christmas Tree, re-scored by Alex Baranowski 4. Sandy Hook Promise Client: Sandy Hook Promise Spot: "Evan" Agency: BBDO New York Chief Creative Officer, worldwide: David Lubars Chief Creative Officer, New York: Greg Hahn Creative director: Peter Alsante Copywriter: Bryan Stokely Art director: Martins Zelcs Group executive producer: Julian Katz Account director: Lindsey Cash Communications planning director: Sean Stogner Communications planning associate: Michael Schonfeld Client: Sandy Hook Promise Founder, managing director: Nicole Hockley Founder, managing director: Tim Makris Production company: Smuggler Director: Henry-Alex Rubin Partner: Patrick Milling Smith Partner: Brian Carmody Executive producer: Drew Santarsiero Chief operating officer: Andrew Colon Producer: Leah Allina Director of photography: Ken Seng Postproduction: NO6 Editor: Jason Macdonald Additional editor: Nick Schneider Executive producer: Corina Dennison Post producer: Malia Rose Flame artist: Ed Skupeen Flame assist: Mark Reyes Colorist: Jason Macdonald Audio post: Heard City Mixer: Stefano Campello Mixer: Evan Mangiamele Audio executive producer: Sasha Awn Music supervision and clearance: Beta Petrol Song: "Johnny Met June" Writer, performer: Shelby Lynne Courtesy Capitol Records Inc. and Kobalt Music Publishing America Inc. 3. Nike Client: Nike India Agency: Wieden + Kennedy, Delhi Executive creative directors: Kim Papworth, Susan Hoffman Creative director: Mohamed Rizwan Writer: Ankita Tobit Art director: Anyaa Dev Account director: Aparna Battoo Account manager: Jayaram Shankar Agency producer: Deb Drumm Director of emerging markets: Karrelle Dixon Managing director: Patrick Cahill Global planning director: Andy Lindblade Planner: Michelle Arrazcaeta Global media planning director: Danny Sheniak Digital strategist: Amsha Kalra Production company : Division Director: François Rousselet Executive producer: Jules de Chateleux Editor: Tom Lindsay, Trim Editing DOP: Matias Boucard Music: Da Da Ding - Gener8ion, feat. Gizzle (vocals) Photographer: Aman Makkar 2. Audi Client: Audi of America Brand: Audi Spot name: Duel Air dates: 9/26/16, 10/9/16, 10/19/16 Agency: Venables Bell & Partners Founder, chairman: Paul Venables Partner, executive creative director: Will McGinness Creative director: Justin Moore Creative director: Erich Pfeifer ACD/copywriter: Matt Keats ACD/art director: Matt Miller Director of integrated production: Craig Allen Senior producer: Matt Flaker Producer: Gabby Gardner Production company: Rattling Stick Director: Ringan Ledwidge Director of photography: Greig Fraser Head of production: Richard McIntosh Executive producer: Joe Biggins Executive producer: Jeff Shupe Line producer: Greg Haggart Stunt coordinator: Robert Alonzo Production designer: K.K. Barrett Editing company: Work Editorial Editor: Rich Orrick Assistant editor: Mike Horan Executive producer: Marlo Baird Producer: Brandee Probasco Music company: Woodwork Music Music composer: Philip Kay Music coordinator: Andy Oskwarek Sound design/final Mmx: The Sound Lab at Technicolor Executive producer: Debbie Gonzalez Lead sound designer/mix engineer: Scott Gershin Sound designer: Johannes Hammers VFX: The Mill Executive creative director: Phil Crowe VFX supervisor: John Shirley CG lead: David Lawson VFX senior producer: Anastasia von Rahl VFX associate producer: Karina Slater Colorist: Greg Reese Head of brand management: David Corns Brand director: Chris Bergen Brand supervisor: Justin Wang Brand manager: Abu Ngauja Project managers: Talya Fisher, Leah Murphy 1. Under Armour Client: Under Armour Agency: Droga5 NY Creative chairman: David Droga Chief creative officer: Ted Royer Executive creative director: David Droga Group creative director: Tim Gordon Creative director: Alexander Nowak, Felix Richter Senior creative: Laurie Howell Senior creative: Toby Treyer-Evans Design director: Cynthia Ratasbouth Chief creation officer: Sally-Ann Dale Head of broadcast production: Ben Davies Executive producer: Adam Perloff Head of interactive production: Niklas Lindstrom Head of art production: Cliff Lewis Senior art producer: Julia Menassa Senior print producer: Alyssa Dolman: Retouching studio manager: Michelle Leedy Retouchers: John Ciambriello, Peter Gibson Designers: Jennifer Lally, Tessa Modi Head of communications strategy: Colleen Leddy Global chief strategy officer: Jonny Bauer Head of strategy: Chet Gulland Group strategy director: Harry Roman Brand strategist: Candice Chen Senior communications strategist: Hillary Heath Group account director: Julian Cheevers Account director: : Brian D'Entremont Account manager: Jordan Cappadocia Associate account manager: Scott Bubis Project managers: Courtney Kosup, Connor Hall Client: Under Armour CEO and founder: Kevin Plank CMO: Kip Fulks SVP, global brand marketing: Adrienne Lofton SVP, global brand creative: Steve Battista VP, global creative and design: Brian Boring SVP, global brand strategy: Rick Anguilla Senior director, global brand marketing: Jasmine Maietta Director, integrated campaign planning/global operations: Teresa Oles SVP, global communications: Diane Pelkey VP, media: Steve Sommers Production company: Epoch Films Director: Martin de Thurah DOP: Kasper Tuxen Executive producer: Melissa Culligan: Producer: Michaela Johnson Editorial: Stitch/Cartel Editor: Leo Scott Postproduction: Blacksmith Sound: Design: String and Tins / Q Department Music: "The Last Goodbye" by The Kills Mixer/Sound Editing: Chris Afzal Photographer: Thomas Prior This story first appeared in the December 12, 2016 issue of Adweek magazine. 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