Many marketers will no doubt be glad to see the back of 2023, with the double whammy of budget cuts and reduced consumer spending creating huge challenges. But, in tough times, brands and their agencies are forced to work harder. This year, many fell well short, others excelled and these 11 campaigns stood head and shoulders above the rest to hit top marks on the Decision Marketing Adometer.
Ford Explorer Men’s Only Edition: Full throttle for IWD
First up is car giant Ford, which used International Women’s Day to celebrate the significant role that women have played in the development of the modern automobile.
The video, devised by Ogilvy, initially appears to be a traditional car ad, showcasing a new Ford Explorer. Narrator Bryan Cranston then explains the “Ford Explorer Men’s Only Edition” is a reimagined vehicle without many of the essential features developed by women, including heaters, windscreen wipers, indicators, brake lights, and GPS.
Some of these trailblazers include Hedy Lamarr, innovator of the communication system used in cellular technology, Wi-Fi and GPS; Florence Lawrence, pioneer of brake and indicator signals; Dorothy Levitt, creator of the rear-view mirror; Dorothée Pullinger, innovator of the rear-view mirror; and Dr Gladys West, pioneer of the modern-day GPS.
Our verdict: “This ad rightly celebrates the work of pioneering women. When much of the messaging around IWD can be rather depressing, at last we have a healthy dose of positivity to showcase the glories of the sisterhood.”
Ben Kinsella Trust ‘Mother’s Day’: Sounding alarm bells
This campaign from the charity named after the 16-year-old who was stabbed to death in June 2008, embraced machine learning to raise awareness of the devastating impact of knife crime on Mother’s Day through out of home activity.
Working with M&C Saatchi, Clear Channel developed a system which was trained to understand what an ambulance siren sounded like.
Every time an ambulance drove past, or was in close proximity, to a poster site its siren triggered the technology installed to show powerful messages from mothers to their sons, making the connection between ambulances and the genuine worry mothers have when they hear one stronger and more powerful than ever before.
Our verdict: “Anything that can raise awareness of this senseless epidemic and tackle knife crime can only be welcomed. There is little doubt advertising has a key role to play in this issue and, if this activity saves the life of just one person, it will be a success.”
Age UK ‘If only you knew’: Help for an age-old problem
In this series of films, devised by agency Neverland, three older people are seemingly happily going about their lives with the action set to the northern soul classic Be Young, Be Foolish, Be Happy by The Tams. But we soon realise all is not what it seems as one of the three’s electricity meter runs out, bringing an abrupt stop to the upbeat music.
The reality of the situation each of the characters faces soon becomes clear, highlighting a lack of companionship, the struggle to pay for electricity, and the despair at the prospect of being unable to afford the heating, as well as the acute distress they feel at being in these situations.
Our verdict: “When everything is costing more – from fuel and energy to food and Council Tax – the likes of Age UK provide a lifeline to many. This activity reveals just what it is like for millions in the older generation and has our wholehearted support.”
Surfers against Sewage ‘Floater’: Time to stop this shit
Environmental charity Surfers against Sewage launched this campaign as a call to arms for a mass protest about water companies polluting our waters and the Government not doing enough to prevent it.
Led by the creation of a surfboard made entirely out of ocean waste, the ‘Floater’ incorporated recycled materials to form the body of the board and raw sewage from the sea, which was turned into resin. To add impact, two transparent windows in the top of the board displayed the two litres of sewage water contained within.
Devised by agency Mr President and supported by a film and an online petition, the campaign culminated in a mass paddle-out protest against sewage pollution, featuring simultaneous events at beaches and rivers across the UK.
Our verdict: “While this may seem just like a one-off stunt, hopefully it will drive home the message that more needs to be done. It is about all the animals – and the watersports enthusiasts – that are affected by these scandalous practices.”
Greenpeace ‘Don’t Stop’: A slow burner for rapid action
Running for 7 minutes and 23 seconds, this film by agency Mother takes a stark look at the state of the world and all of our roles in it. Kicking off in a vibrant party, the film shows a throng of older, rich people quaffing bubbly and stuffing their faces with canapes and largely ignoring the hospitality staff who are waiting on them – and the band.
As the party builds and starts to spin out of control, so the music increases in tempo and the party-goers get more raucous.
As the madness accelerates, one by one the partygoers are shaken awake as they realise what is happening and start to see the damage they are causing. Onscreen text states: “The world is suffering some of its deadliest ever heatwaves, wild fires, floods and typhoons. Meanwhile, oil companies are enjoying record profits. It’s not too late to stop the fossil fuel party.” A young spoken word artist draws the film to its finale with a poem as the onscreen text concludes: “For a better tomorrow, take action today. Add your name.”
Our verdict: “If you are expecting short, sharp and punchy messaging you could be disappointed. It is a classic slow-burner. Having said that, it is also highly effective in getting the message across without being preachy or condescending.”
Clear Channel Windrush Portraits: A powerful tribute
To celebrate the 75th anniversary of the HMT Empire Windrush arriving in Britain, King Charles III commissioned nine portraits of the Windrush Generation, brought to life in an out of home campaign by Clear Channel UK.
Undertaken by Black artists personally selected by Charlie-boy, the sitters are all in their 80s and 90s, and the intention was to educate the younger generation about their stories and to acknowledge the tremendous impact the Windrush Generation has had on the UK.
Our verdict: “This country owes a huge debt of gratitude to the Windrush Generation, whose influence has been felt across every facet of British society, from music, media, language and literature to cuisine, carnivals and entertainment.
“In the face of the outrageous Windrush Scandal, we need to ensure we recognise the contribution Black people have made to all our lives and these portraits are just part of a much-needed wider programme to educate everyone on their significance.”
NHS Blood & Transplant: What are you waiting for?
This campaign tapped into the 75th anniversary of the launch of the NHS, with the NHS Blood & Transplant writing its own “Birthday Card” to the NHS in its latest drive to encourage people to sign up for the NHS Organ Donor Register.
Targeting all adults in England, the “Go on, get a card. It is our birthday” campaign by MullenLowe sought to engage the public around the NHS celebration by drawing a line between birthday cards and the organ donor cards received by anyone who registers as an organ donor for the first time.
Our verdict: “Why, oh why, are you dawdling folks? A process that takes less than 2 minutes could be the difference between life and death for someone in dire need. If you only do one thing today, go to the Register and sign up now. Pretty please.”
CALM ‘Unseen Signals’: Classic case of ‘different gravy’
Timed to coincide with the FIFA Women’s World Cup, suicide prevention charity Campaign Against Living Miserably launched this initiative by VMLY&R London which aimed to tackle the rising rates of suicide in young women under 25.
The spot featured England and Chelsea midfielder Fran Kirby going down in agony on the pitch after being fouled, hand raised. She needs help. But the game continues around her. The whistle isn’t blown. She calls out. The game continues. She’s invisible. The players, the referee and the crowd are oblivious. There is no help coming.
The film ends with the message “no signal for help should go unseen. Your support could help save a life”.
Our verdict: “CALM is doing a fantastic job in highlighting these issues; let’s just hope Fran Kirby’s involvement brings greater awareness to what is one of the greatest tragedies of the modern world.”
Norwich City FC World Mental Health Day: Top drawer
Norwich City FC might not be the biggest club in the world – with the biggest reach – but this campaign, in collaboration with the Samaritans, sent ripples way beyond the game’s borders.
We see two friends at a Norwich game in different scenarios; singing along with the crowd, cheering on, or sulking after a loss. However, the energy between the two remains mismatched; one is much more animated than the other.
But the film, created inhouse, ends with an unexpected twist, as text states: “At times, it can be obvious when someone is struggling to cope, but sometimes the signs are harder to spot. Check on those around you.”
Our verdict: “Football often gets a bad press but this campaign is just one of numerous initiatives, many of which rarely get coverage; perhaps this works better because Norwich City aren’t always in the spotlight, although it is undoubtedly a highly effective and deeply poignant film.
“Like many people, we too have been affected by this issue, so do your friends, family and colleagues a favour. Check in on those around you…”
Uber One ‘Be Friends’: A feast not a beast of a TV ad
This TV spot opens on a film set with Robert De Niro seemingly eating lunch when Asa Butterfield approaches him gingerly and enquires: “Hey Robert, d’you eat food?” to which De Niro replies “Yeah, I eat food, do you?”
From this innocuous exchange their friendship develops and the film, by Mother London, goes on to showcase vignettes of the two stars bonding while getting Uber rides around London and enjoying dishes from Uber Eats.
Our verdict: “The temptation must have been to get these two actors to ham it up with a Meet the Fockers/Sex Education mash-up. But its simplicity is its crowning glory and the onscreen chemistry between the two works wonders, obviously helped in no small part by a great script, sensitive directing and the fact that they are both top actors.”
NHS Blood & Transplant ‘Waiting to Live’: Life-saving
In 2021/22, just 52% of families who were approached about organ donation gave consent for their child’s organs to be donated. This represented just 40 organ donors under the age of 18. However, in cases where a child was already registered on the NHS Organ Donation Register, no family refused donation.
In a bid to raise vital awareness of the need for more child organ donors, Wunderman Thompson UK and NHS Blood & Transplant launched this campaign that saw children transformed into handmade dolls placed in waiting rooms across the country.
The dolls were designed to promote conversations around paediatric organ donation and encourage more parents to consider adding their child to the register.
Our verdict: “Is there anything more heartbreaking than a sick child, who can only get better if another child dies? It must be tempting to pull at the heart-strings by showing kids suffering, but we believe this campaign is even more effective and can only hope it will succeed in getting more people on the NHS Organ Donation Register. These are difficult conversations but ultimately this is a great cause.”
