Favorite Ads of 2018
by Isaiah Robinson
As 2018 comes to a close, it is a great time to sit back and reflect on the past 365 days. Marketing continues to innovate in the advertisement and digital fields throughout various channels of media and print. As mass media gets seemingly more sophisticated by the day, some of the world’s largest brands are using video, print, and social media to create engaging content and develop an emotional connection with the consumer. With that being said, here are a few of my favorite ads from 2018!
The medieval-themed campaign from Anheuser-Busch InBev took the nation by storm with its old-fashioned “cheers” becoming a household phrase. Its popularity came as a surprise to the Anheuser-Busch InBev Chief Marketing Officer Miguel Patricio, stating in an interview with Business Insider that “To tell you the truth, we never expected this to be so successful. It didn’t test that well. We said, “Consumers will get it.” Almost 10 months after that interview, it is safe to say he was correct.
However, Anheuser-Busch InBev took “Dilly Dilly” to the next level with their World Cup campaign. Oracle Susanna is the new star in this ad, as her mixture of Spanish and English appeals to the World Cup’s largest consumer base.
Apple has been at the forefront of technological advances for the past decade. With the release of iPhone X’s newest feature Facial Recognition, it allows for the consumer to unlock their iPhone by simply looking at their screen. The ad campaign for this feature is one of my favorites for two main reasons. First is the setting of the ad. Set in a classic public high school setting, the clothing, various classroom scenes, and layout of the hallways leave no doubt in the viewer’s mind about where this ad is taking place.
As the high school student unlocks her iPhone with a look, she is able to unlock everything with just a look. The chaos of the ad places an emphasis on the new marquee feature of the iPhone. As the commercial ends with the phrase “Unlock with a Look”, it drives home the facial recognition technology of the iPhone.
We all know the Nike creative team has developed some of the most powerful sports- themed campaigns of all time. With this year’s “Believe in Something” campaign, Nike took a powerful stance making former NFL quarterback Colin Kaepernick the focal point of their ad campaign.
However, another campaign from Nike this year is one I particularly love. It is the “Nothing Beats a Londoner” campaign, set in the heart of London, England. Over the past few years, London culture has entered the mainstream, through music, soccer, social media influencers, and dialect.
Nike brings every facet of this new English culture the world has fallen in love with through this fast-paced, competition based ad. First, we see a pivotal figure of the London hip-hop scene, Skepta followed by the scenes of local kids, famous social media influencers, and famous English soccer stars as well .“Nothing Beats a Londoner” shows the versatility of the people of the region and the products of Nike. The fast-paced video shows quick scenes that highlight Nike’s versatile ensemble of clothing for sport and lifestyle.