If ever you needed proof that people still care about advertising and brands, you need only look back at the past 12 months, where shock and controversy seemed to rock up on a monthly – if not weekly – basis.

While creatives and agencies were dealing with their own dramas in the form of redundancies, mergers and – more optimistically – the arrival of an array of new independents on the scene, brands were discovering that sorry is in fact not the hardest word, and, in the case of Jaguar, sometimes you can get more attention than you bargained for.

But as long as your social media team has nerves of steel, there was plenty of fun to be had too. And alongside the ads that proved divisive, there were also plenty that caused delight. Here is our pick of 2024 (in chronological order, as they are all our favourites):

Michael CeraVe for CeraVe; Agency: Ogilvy PR

The idea for CeraVe’s first ever Super Bowl ad was sparked by a Reddit post from seven years ago asking if there was a connection between Michael Cera and the skincare brand. There wasn’t then but there is now.

If you’re into it, it’s in the V&A for V&A Museum, London; Agency: adam&eveDDB

Adam&eveDDB has had a year of growth and change (ending with long-running global CCO Rick Brim departing to set up an independent agency with former CSO Martin Beverley). Along the way the agency produced a number of bangers, but this campaign for the V&A, which planted its message in dozens of objects hidden across the UK, particularly shone for its unusual approach to promoting a venerated institution and its commitment to craft.

Assume That I Can for CoorDown; Agency: Small

Created for World Down Syndrome Day in March and starring actor and model Madison Tevlin, this ad for Italian charity CoorDown was inspired by a speech given by Marta Sodano, a 29-year-old Italian woman with Down syndrome, at the United Nations. A massive hit on social media, the spot breaks down some of the stereotypes that can restrict those with Down syndrome.

Up House for Airbnb; Agency: Verb

When it comes to brand experiences, Airbnb just keeps on upping the ante. Its Icons series of experiences includes the opportunity to stay at Prince’s Purple Rain house, the Clock Room at Musée d’Orsay in Paris, and the Ferrari Museum in Italy, as well as the Up House, created in meticulous detail by Verb to celebrate 15 years since the Pixar film was released.

The Co-Worker for Ikea; Agency: Mother London

In June, Ikea opened its game The Co-Worker on Roblox, offering players a chance to experience the working world of Ikea (kinda) on the platform. A genuine recruitment drive, the campaign gave audiences the opportunity to apply for one of ten paid roles in the virtual store. The open call to become a virtual Ikea co-worker amassed over 178,000 applications over the two-week application window.

Better Network for Telstra; Agencies: Bear Meets Eagle on Fire; +61

These deeply charming stop motion ads – 26 in total – feature puppet versions of Australian animals and plants expounding the benefits of Telstra’s mobile network. These were then followed later in the year by an OOH campaign for the brand also featuring beautiful craft.

Is it even a city? for Visit Oslo; Agency: Newslab

An antidote to holiday ads that are all smiles, this deadpan spot from Visit Oslo delivers the city’s charms in a leftfield way via one very bored resident.

Winning Isn’t For Everyone for Nike; Agency: Wieden+Kennedy

In a difficult year for the brand, Nike came out swinging with this campaign that launched ahead of the Paris Olympics. It received some criticism for unashamedly celebrating competitiveness, but if you can’t do that during the Olympics, when can you? Nike also took over the Centre Pompidou in majestic style during the games.

Bundles of Joy for Burger King; Agency: BBH London

More controversy came to advertising in September, when Burger King released an OOH campaign showing mothers enjoying a post-birth Whopper. Featuring striking, unfiltered imagery of real mothers, the ads provoked wide-ranging debate.

Welcome to Melbourne for Specsavers; Agencies: TBWA\Melbourne; Specsavers

These posters were created to greet probably tired and bleary-eyed passengers as they arrived at Sydney airport. Such cheeky simplicity is a rare treat in advertising these days and proof that the Should’ve Gone to Specsavers line is the gift that keeps on giving for the brand, over 20 years on.