17. Dramamine | ‘The Last Barf Bag’ by FCB Chicago
People will collect just about anything. But barf bags? Yes, in fact, there are enthusiasts–and shockingly, there is an actual museum that curates and displays (unused) examples of the genre. While inferring that its products have rendered the throwback traveling aid nearly obsolete, the brand created a surprisingly entertaining 13-minute documentary on its history and a limited-edition collection of barf bags repurposed as stockings, vases, and more. The piece marked Dramamine’s largest ad investment in more than a decade and went on to snag a Health Grand Prix at Cannes Lions. –T.L. Stanley
16. Levi’s | ‘Chapter 01 Launderette’ by TBWA\Chiat\Day LA
Levi’s enlisted Queen Bey to reimagine a classic 1985 ad “through the female perspective.” The pop star recreated the famous drop-trou-in-public scene (replacing a male model in the original) with her Cowboy Carter single “Levii’s Jeans” as the soundtrack. Though it’s an American icon, Levi’s has struggled in recent years, looking to Beyoncé for a boost in energy and sales. “Chapter 01 Launderette,” part of a global campaign that included exclusive products, TV, OOH, digital, social, and other activations, marked the start of a long-term collaboration. –T.L. Stanley
15. Powerade | ‘The Vault’ by Open X and Ogilvy
Powerade’s portrait of Olympic gymnast Simone Biles was a refreshing change of pace from typically high-octane sports advertising. Directed by Kim Gehrig, the intimate film showed the world-renowned athlete’s human side, focusing on her personal life and musings about what matters most to her beyond the mat. Though quiet and slow-paced, Powerade’s ad lent a clear and assured voice to the discussion about the intersection between mental and physical wellbeing. –Brittaney Kiefer
14. Etsy | ‘Waldo’ by Orchard Creative
Everyone is used to asking “Where’s Waldo?” but never “Who’s Waldo?” Etsy’s charming holiday ad delves into the mind of the beloved children’s book character. Waldo muses that while he loves being in crowds, barely anyone takes the time to get to know him. It’s in small moments off the page – like when his girlfriend, Wenda, gives him a customized compass from Etsy – that he feels truly “seen.” While this may sound like a silly premise, the ad movingly captures the quiet joy of being with someone who really gets you. –Brittaney Kiefer
