Best commercial ever?

So, a lot of you have been asking what my favorite ads are this holiday season. 😉

Just kidding; no one asked, not one single person. But it’s the holidays, we’re creatives, and geeking out over commercials is such an entertaining pastime, especially holiday commercials.

I know what constitutes a great holiday ad is completely subjective — but judging through my lens, when the spot is thoughtful, heartfelt, and engaging, I’m completely sold. Emotional appeal, people, emotional appeal.

Here are my top two: 

Midnight Opus — Amazon

While I certainly love a cutesy romance story, or a spot featuring giggly children and cuddly pets, this ad from Amazon hits different — it feels completely original.

All eyes are on a soulful singing theatre janitor as he sings to himself during his late-night shifts. Unknowingly catching the attention of his co-workers with his vocals, what they do for him is magic; I can’t help but smile every time I see it.

Would this actually ever happen? I’m not sure. But if a little fiction can help show the power of true kindness, I'm all for it. 

Heartstrings — Apple

This ad kicks off with a classic father-and-daughter moment, opening gifts by the tree with muted flashback memories from Christmas’ past, but it ends in a way that I didn’t anticipate. Just as I wiped my tears dry from the opening scene, it becomes apparent that the father is partially deaf. He puts in his AirPods with a new hearing aid feature, and it completely reshapes his holiday experience.

It is a tearjerker, and it just might be one of the best ads of all time. 

And the ad that just didn’t do it for me... 

Holiday Magic — Coca-Cola

Coca-Cola has some of the most iconic and memorable ads ever made. Consumers hold the brand to the highest standard, they've earned it.

But this ad was a flop for me. PR stunt or not (will we ever know?), the ad is far from magical, and it frustrates me every time I see it. I don't mind brands using AI as a tool in the creation of their work; it's the way of the future. But to create a holiday ad with it entirely? Bleh.

I'd love to see Coca-Cola produce an ad where they combine the work of actual creative humans and their Real Magic AI to create something as impressive as the rest of the ads in their portfolio. If Coca-Cola can show us the creative harmony that is possible between bots and humans, that's where the magic really begins.

Which holiday ad is your favorite this year? Share your thoughts in the comments.

Best,

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Someone had to say it.🤭

ICYMI, we jumped on the #wrapped trend early last week. If you enjoy corporate humor, we think you'll love this.