Calm | Election Night ad
By saying nothing, Calm spoke volumes. The brand’s 30 seconds of pure silence, which aired on CNN and ABC during live coverage of the 2024 Presidential Election, instantly became a major talking point. The experimental approach, a risky creative tactic, was meant to give viewers an anxiety-busting respite from the night’s cacophony. It also played into the meditation app’s history of showing up during contentious political events with a conversational “we got you” sensibility. The bare-bones, lightly branded spot proved more effective than any elaborately produced, narrative campaign. –T.L. Stanley
Calvin Klein | Jeremy Allen White ads
This was far from the first skin-baring, super sexy Calvin Klein ad, and it won’t be the last. But it did kick off 2024 with a thirsty bang: the internet melted down while watching (and rewatching) The Bear star Jeremy Allen White strip down to his skivvies, cavort on a New York rooftop, and show off his chiseled physique while modeling stylish briefs from the brand’s spring collection. While the video became an example of double standards in acceptable marketing, it also did wonders for the skyrocketing 32-year-old actor’s popularity. It even made the red couch famous. –T.L. Stanley
Bumble | ‘We’ve Changed, So You Don’t Have To’
