As 2024 came to a close, the world of advertising delivered some truly unforgettable campaigns. Now that we’ve had a chance to review the final campaigns from Q4/24’, we’ve rounded up our favorite ads of the year—those that stood out for their trendiness, creativity, and ability to tap into real-time moments and cultural shifts. Whether they played it safe with nostalgia or pushed the boundaries of what’s expected, these ads captured our attention and sparked conversation. From AI-inspired campaigns to influencer-led marketing magic, the ads we’ve selected showcase brands embracing both the latest trends and bold new directions. Some made us laugh, some made us tear up, some made us think, and others divided opinions, proving that advertising in 2024 was anything but predictable.
So without further ado, here are Sightly’s top picks for the most buzz-worthy ads of 2024—get ready for a wild ride through creativity, culture, and clever campaigns.
Retro rewinds
Taco Bell $7 Luxe Cravings Box TV Spot, ‘The 90s’
Did you feel a sense of déjà vu every time you turned on the TV this year? You weren’t alone. Nostalgia-fueled content dominated 2024, and for good reason—92% of consumers say nostalgia makes ads more relatable. Taco Bell fully embraced the trend, rewinding to a ‘90s version of itself, complete with vintage soda cups, retro tables, and throwback fashion. All of this unfolded to the soundtrack of Harvey Danger’s iconic one-hit wonder, “Flagpole Sitta.”
We’re calling it: the retro revival isn’t going anywhere in 2025, and honestly, we’re here for it—even if it makes us feel a little vintage ourselves.
e.l.f Cosmetics Game Day Commercial 2024
E.l.f. Cosmetics delivered a double dose of nostalgia with their “Game Day” commercial, starring America’s original TV adjudicator, Judge Judy, alongside members of the cast from the 2010s drama Suits—a show that recently saw a massive resurgence thanks to Netflix. Audiences were clearly here for the 2000s-meets-2010s crossover, with both “Game Day” spots racking up over 13 million views on YouTube collectively. Turns out, mixing courtroom sass with corporate drama is a winning strategy both on screen and off.
Jessica Simpson + Chicken of the Sea, It’s the One For Me
Speaking of early-2000s icons, Chicken of the Sea reeled in Y2K megastar Jessica Simpson for a hilarious recreation of her infamous “Is this chicken?” moment from her 2000s reality show. This time, instead of turning to her then-husband Nick Lachey for answers, she consults her daughter for clarity on the mystery meat. These ads may remind us how far we’ve come since flip phones, but they also serve up a tasty bite of Y2K nostalgia that’s hard to resist.
Creators take the spotlight
Ann Buys Her Own Batteries
We love a campaign that keeps on giving—especially one that rides the wave of current events to stay relevant. During the height of the 2023 Vanderpump Rules “Scandoval” saga, Duracell cleverly capitalized on the drama by featuring recently scorned reality star Ariana Maddox in a series of playful ads. They transformed a viral soundbite about forgotten batteries into a pop culture moment that made their brand unforgettable.
In May 2024, they raised the stakes. As the new season of Vanderpump Rules premiered, Duracell spotlighted Ann—the real-life assistant caught in the middle of the feud—by giving her the starring role in their latest ad. With a playful jab at her bosses’ quirks, Ann proudly declares she always buys her own batteries, effortlessly showcasing Duracell’s reliability. Ariana even makes a cameo, thanking Ann for her preparedness, which cemented Duracell as a brand that champions the unsung heroes of every story. This clever, self-aware campaign not only extended the narrative but also solidified Duracell as a culturally savvy, modern icon.
Alix Earle for NFL on Fox Gameday
Unless you’re a frequent TikToker, the term “GRWM” might look like a typo. But for the 10+ million fans who follow mega-creator Alix Earle on TikTok and Instagram, it’s practically a lifestyle. Okay, maybe that’s a touch dramatic, but Earle’s “Get Ready With Me” videos have launched her to social media royalty, racking up over one billion likes across her platforms (yes, that’s billions—with a B).
When the NFL discovered that Earle was dating Miami Dolphins wide receiver Braxton Berrios, they recognized a Taylor Swift-sized opportunity to captivate Gen Z female audiences. The NFL on Fox social team called the perfect play, creating a GRWM-inspired ad that scored over 280,000 engagements on TikTok.
AI’s big year
The Code · A Dove Film · Dove Self-Esteem Project
AI was everywhere in 2024, and some of the world’s biggest brands began to weigh in on its implications. Our favorite example? Dove. For two decades, the beauty brand has been challenging unrealistic beauty standards, producing some of the most powerful, heartfelt, and award-winning campaigns on the topic. This year, they shifted their focus to the potentially harmful effects of AI-generated content and the power it has to negatively impact young girls and women. Dove took a bold stand, pledging never to use AI to “create or distort women’s images.” As more brands embrace AI to shape their campaigns, Dove’s commitment to educating consumers about this issue feels more important than ever.
Coca-Cola The Holiday Magic is coming
On the flip side, we also saw brands boldly embrace AI to create content, like Coca-Cola did with their “Holiday Magic” commercial. The 30-second spot kicks off with a disclaimer that it was “Created by Real Magic AI.” The dreamy visuals aim to spark a nostalgic connection to holidays past, all tied together by classic Coca-Cola imagery, like glistening Coke trucks and the iconic polar bears. Unfortunately, rather than spreading Christmas cheer, the ad left a sour taste, with many calling out the billion-dollar company for not involving real artists and animators in the campaign. The cherry on top? The end tagline—“Real Magic”—which left audiences questioning how anything about the ad could be considered “real.” We’re bracing for more AI controversies to unfold in advertising throughout 2025.
Apple Intelligence · Writing Tools · iPhone 16
Who hasn’t relied on AI to help proofread an email or two? Apple calls us all out in the best possible way in their commercial for Apple Intelligence. Our big takeaway? Unfortunately, AI can’t retroactively fix your past emails, so don’t go overboard with the professional jargon unless you’re okay sounding like a robot.
Celebrities lean into the ridiculous
Michael CeraVe
Featuring celebrities in advertisements is nothing new, but this year, brands leaned into the absurdity of certain pairings—and it paid off. Our favorite oddball celebrity ad? Michael CeraVe. At first glance, drugstore beauty giant CeraVe and stoner-comedy darling Michael Cera seem to share little more than a similar name—and honestly, that’s probably true. But somehow, it just works. The billowing satin linens, the deliberately bad CGI, and the unnervingly soothing voiceover combine to create a 30-second fever dream that lingers in your mind long after your trip down the lotion aisle at CVS.
Ozzy Osbourne Warns Kids Not To Snort Liquid Death
Liquid Death resurrected the King of Rock himself to deliver a word of caution about their new hydration powder—specifically, if you were thinking of using it for anything other than mixing it with water. Known for riding the crazy train when it comes to marketing, Liquid Death takes things off the rails here in the best possible way. To sum it up, we’ll borrow a favorite YouTube comment from the ad:
“Never thought I’d come to YouTube to actually find an ad.”
BMW · Christopher Walken in “Talkin Like Walken” (ft. Usher)
It feels like everyone has a Christopher Walken impression, but the legend himself has a message for all the imitators in this hilarious Super Bowl ad from BMW. The takeaway? Just like Mr. Walken, there’s only one true icon—the rest are just imitations. This spot was a hit at Sightly, and we may or may not have spent a few days perfecting our own Walken impressions after the game…
Slam Dunk Sports Ads
Gatorade · Caitlin Clark – It is just getting started
2024 was a big year in sports, and arguably no athlete had a bigger one than Caitlin Clark. The NCAA all-time scoring leader and WNBA first-draft pick dominated screens both on and off the court. Clark graced dozens of lucrative campaigns for the likes of Nike, State Farm, and Gatorade. The latter delivered a classic, gritty, athlete-focused ad featuring nothing more than a basketball hoop, a rack of balls, and the GOAT herself. Clark drains six three-pointers in a row, with a list of her many accomplishments flashing on screen. We’d call that a mic-drop moment in every sense of the word.
WINNING ISN’T FOR EVERYONE · AM I A BAD PERSON? · NIKE
No list of great commercials would be complete without at least one nod to Nike. The brand consistently delivers standout campaigns for the Olympics, but their 2024 Paris games ad brought a slightly grittier edge than we’re used to seeing. Instead of focusing on the unifying spirit of the Olympics, Nike took a darker turn, highlighting the cutthroat nature of what it really takes to win. After all, there can only be one winner, right? And did we mention the whole thing is narrated by Willem Dafoe, who’s channeling some serious Green Goblin energy? This ad split audiences—and our office—which is exactly how we know it’s a hit.
Tylenol Gymnastics: Greatness Hurts
Now, back to the heartwarming, feel-good side of the Olympics. Hyundai had us reaching for the tissues with their “It’s OK” campaign. Young athletes chasing their dreams? Check. Supportive parents driving them to practices and games? Check. Heartfelt voiceovers of parents encouraging their kids to do what they love? Double check. We dare you to watch this one without getting a little choked up!
That’s a wrap on our favorite ads of 2024! Which one stood out to you the most?
We’re excited to see which trends stick around in 2025, which ones we’ll leave behind, and what new ideas will steal the spotlight. Don’t forget to follow Sightly on social media for more trend updates and predictions as the new year unfolds.