14. Nike | ‘What the Football’ by Wieden+Kennedy Portland, Amsterdam, Shanghai
The 2023 FIFA Women’s World Cup was a galvanizing moment for gender equality in sports. Nike—one of the earlier brands to support the women’s game—celebrated soccer legends as well as future stars in its World Cup campaign. Along with an anthem spot, episodic videos brought to life the stories and personalities of players such as Megan Rapinoe, Wang Shuang and Ada Hegerberg. Finally, women’s soccer got the brand hype it deserves. —Brittaney Kiefer
13. Uber | ‘Best Friends’ by Mother London
Uber has been on a drive to promote its membership program, Uber One, starting with a Super Bowl ad earlier this year. Most memorable, however, was its short film starring an unlikely pairing: Hollywood icon Robert De Niro and Sex Education’s Asa Butterfield. The two have nothing in common except “going places and eating food,” but according to Butterfield’s delusion, they become best friends. The ad plays on buddy movie tropes, but with a dry humor that sets it apart from most big-budget commercials fronted by celebrities. —Brittaney Kiefer
12. Hilton Hotels | ‘The Ad You Stay In‘ by TBWA\Chiat\Day NY
Defying conventional wisdom about short-form content and viewers’ dwindling attention spans, Hilton Hotels made a TikTok video that was 10 minutes long. The ad rewarded people for sticking with it, taking viewers on a winding journey with Paris Hilton and seven other influential creators who showed off talents from cooking to remixing music. It was noteworthy not only for its entertainment value but also for its clever use of TikTok’s native features. The video went viral and reached 16 million views within a week, proving that it can be beneficial to break the rules. —Brittaney Kiefer
