13. Frito-Lay | ‘Happy Groundhog Lay’s’ by Maximum Effort and Kimmelot
How is it possible for a campaign to air 75 times in a single day without getting old? These spots for Lay’s, starring Stephen Tobolowsky, got darker and funnier with each viewing. The prolific character actor, a key supporting player in the classic comedy film, Groundhog Day, was himself stuck in a time loop in a series of ads that dropped, appropriately, on Groundhog Day. The wildly creative experiment, via a novel sponsorship deal with Disney Advertising, managed to hype the brand’s many (many) product incarnations while paying a pitch-perfect homage to a beloved film. –T.L. Stanley
12. Heineken | ‘The Boring Phone’ by LePub
One of the hottest debuts at Milan Design Week was a throwback phone with basic features from the early 2000s. Heineken collaborated with fashion retailer Bodega and Nokia manufacturer Human Mobile Devices (HMD) to drop a limited collection of Boring Phones, which could only send and receive phone calls and texts. The beer brand threw a launch party for the device and gifted some to celebrities and influencers. The digital detox conversation is ongoing, but Heineken joined in with marketing more akin to streetwear brands, making it cool to be tech-free. –Brittaney Kiefer
11. Uber One | ‘Brian Cox Goes to College’ by Special US
Since Succession, Brian Cox is best known for playing a formidable patriarch and business titan, but it was refreshing to see him bring out his comedic side in this ad from Uber One. Cox goes back to school as a college freshman intent on scoring Uber One’s student membership deals. In a self-aware nod to his Succession character, Logan Roy, he intimidates classmates along the way. But there’s a (sort of) heartwarming end when he shares a free taco with his roommate. Uber often uses celebrities in its ads, but by letting Cox showcase his talents, it delivered a standout. –Brittaney Kiefer
