As 2023 attracts to a detailed, Adweek’s annual roundup of the very best adverts of the 12 months is a celebration of one thing that will appear easy: creativity.
However anybody who does inventive work is aware of the wrestle of it, the times that really feel like drudgery—and the way exceptional it feels to interrupt via.
After we appeared again on the work of 2023, there have been quite a few examples of that creativeness and expertise at play. It was laborious to slim them down, however listed here are a few of our favorites. And right here’s to everybody who will get down within the mud of creativity and uncovers some magic alongside the best way.
20. Fiat | ‘Operation No Grey’ by Leo Burnett Italia
Fiat thinks grey automobiles are boring, and it did one thing spectacular about it. Olivier Francois, CEO of the Italian automotive model, acknowledged boldly: “Fiat will now not produce grey automobiles.” He adopted it up by getting right into a Fiat in a sun-drenched piazza and being dunked into a large can of sunburst orange paint. The advert, created by Leo Burnett Italia, discovered Francois speaking about how Italy is a vibrant nation, so a grey automotive has no place there. What made the stunt actually stand out was its authenticity—there was no CGI, only a 10,000-liter paint can, an auto govt, a fairly Italian Riviera city and an enormous crane that lowered the Fiat 600 into the paint. Easy, rule-breaking genius. —Kyle O’Brien
19. Steak-umm | ‘DeepSteaks’ by Tombras
Solely world leaders and Hollywood stars are targets of deepfake know-how, in keeping with prevailing knowledge. However what if on a regular basis of us may very well be victims too? Steak-umm and its company Tombras confirmed simply how straightforward it’s—utilizing available, off-the-shelf instruments—to govern language and physician footage, seemingly turning vegans in its focus teams into carnivores. The PSA, referred to as “DeepSteaks,” warns concerning the potential for AI to invade anybody’s life, whereas persevering with the model’s battle towards misinformation within the digital age and backing its “100% actual” positioning. The spot kicked off a shopper training push, gathering signatures to assist the Deepfake Accountability Act and asking lawmakers to take motion. —T .L. Stanley
18. Liquid Demise | ‘F**okay Whoever Began This’ (in-house)
