11. Levi’s | ‘Greatest Story Ever Worn’ by Droga5 NY
When Droga5 New York and Sao Paulo were selected as the lead creative agency for Levi’s last year, the offices were tasked with developing a global campaign celebrating the 150th anniversary of the brand’s signature 501 Jeans. What resulted was an epic tale that spanned the centuries, going deep into the past while acknowledging the oddly true stories to find the passion behind the pants. The series of films tells tales of Jamaicans first discovering 501s and making their own style, a young man in Tbilisi, Georgia who trades the family cow for a pair of jeans, and perhaps most interestingly, a man who requested to be buried in his 501 Jeans and asked that everyone attending his funeral dress in Levi’s denim as well. The spot features a crowd at a funeral remembering the man in the casket in his 501s and boots, to the tune of “My Blue Heaven.” —Kyle O’Brien
10. Squarespace | ‘The Singularity’ (in-house)
Super Bowl advertisers tend to lean heavily into celebrity, and at first glance Squarespace seemed to take a similar approach by enlisting actor Adam Driver to star in its Big Game commercial. But things got weird—and meta—when Driver multiplied into an army of clones enraptured by the brand’s proposition of being “a website that builds websites.” Accompanied by a behind-the-scenes film also featuring multiple Drivers, the campaign comprised beautiful craft, storytelling and digital integration for a simple product demonstration. —Brittaney Kiefer
9. Ocean Spray | ‘Power Your Party’ by Orchard
Ocean Spray has been on a mission to dust off its image and take center stage at holiday gatherings. After last year’s “Jiggle,” in which a family at Thanksgiving mirrors the cranberry sauce’s wobble with uncontrollable shaking, the brand returned with another bizarre tale that appeals to a younger generation. The ad stars a mischievous granny who upends a dull party by spiking the punch bowl with Ocean Spray Cranberry Juice Cocktail. With a strong narrative arc and memorable main character, the spot maintained the brand’s newfound absurdist humor and stood apart in a sea of sentimental festive advertising. —Brittaney Kiefer
