Ad Age just released the top five creative campaigns they want you to know about right now — but what do they have in common? Let’s take a closer look at each of these five ads and break down the creative best practices that make them shine.  

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A Look at the Campaigns

Before we dive into what the videos have in common, here’s a quick overview of each one. 

Cupcake Vineyards: Really 

Yep — really! Leaning into the comparatively relaxed nature of the wine brand’s name, this live action ad takes viewers into the vineyard. In a time where lots of things are taken too seriously, this ad proves the tagline: Serious wine, unserious name. 

Suchard: Martin

“WALL-E” meets “Inside Out” in this ad that made our content team cry (in a good way). Chocolate brand Suchard launched this animated ad to send out a message of connection, specifically during the holiday season. 

Read more: Video Marketing for the Holidays: Ideas and Production Tips

Telstra: Together Is for Christmas

Telstra launched this heartwarming and humorous live action ad following a singing donkey’s journey to global stardom — and back. With a wholesome ending that ties in the brand, this is a must-watch ad from beginning to end. 

Ocean Spray: Shake It

This Ocean Spray ad shows consumers how they can shake up their parties with cranberry juice. If you’ve ever dreamed of head-banging in a cranberry bog (very specific, we know), this is the ad for you. Plus, the cut back to the brand’s typical ad style at the end gave us a good chuckle. 

Tonal: Stop Working Out in the Past

Part historical fiction short film, part horror movie trailer — all Tonal ad. The tone of this ad is a bit different from the other examples we’ve seen so far, but it’s just as effective with the right audience. We’ve linked the 30-second version below, but you can watch the full two-minute ad in Ad Age’s list here. 

What Do They Have in Common? 

Now that we’re all acquainted with the ads, let’s explore what they have in common. 

Emotion 

We’re not telling you anything groundbreaking. In fact, we’ve been telling you how important emotions are in advertising for a few years now. (Here’s a link, in case you lost it.) But we are here to reiterate our point. Each of these five ads created some kind of emotional connection with the audience. 

Cupcake Vineyards and Ocean Spray — we feel compelled to point out that these are both beverage brands, so there could be an underlying trend here — both wanted to make you laugh. Suchard and Telstra wanted to make you feel the warm and fuzzy feeling we all want around the holiday season. Tonal wanted a bit of a fearful emotional connection to inspire folks to modernize their workouts. A previous QuickFrame and MNTN study found fear can be a great emotion to include in your ads, depending on your goals. 

Playfulness 

Many of these ads featured some element of playfulness, which helps viewers know the brands aren’t taking themselves too seriously. 

For Cupcake Vineyards, it’s a direct hit on the brand name. Some people don’t think it’s serious enough for the industry, so they’ve leaned into the joke and taken control of the conversation. (In other words, part funny ad, part strategic PR move.) For Suchard, it’s sharing holiday traditions via animated space robots. For Ocean Spray, it’s the breaking of common branding strategies. And for Telstra, it’s a (kind of) singing donkey and its ability to purchase a phone before returning home for the holidays. 

Humanity 

Many of these ads are centered around humanity, community, and shared experiences. Yep — even the one about the robot in space. In an era where the term “loneliness epidemic” is often invoked, many brands understand that consumers crave connection. By showcasing humanity and human connection in ads, brands can show consumers that they understand their needs and are willing to put them front and center. 

The Unexpected 

A cranberry juice ad featuring power metal wasn’t on our 2024 bingo card, but it’s certainly not the weirdest thing that’s happened, either.  For all five of these ads, there was a clear element of the unexpected. Ocean Spray, Tonal, and Telstra specifically leaned into the theme, showcasing their brands in ways consumers likely wouldn’t expect — and we think the (calculated) risks paid off. 

Branding 

We can get stuck in the incorrect assumption that in order to tell a good story, branding needs to be left out of the ad. While this can work sometimes — the QR code Super Bowl ad comes to mind — it doesn’t need to (and, really, shouldn’t) be the default. These five ads are prime examples of how brands can seamlessly intertwine storytelling and brand strategy.  

Making the Most of Your Video Marketing Strategy 

Just like everything else, best practices change frequently. In order to keep up with them, brands need to implement consistent ad creative testing and optimization. With the right strategies in place, you can connect with your audience, drive engagement, and grow your business. 

Need more inspiration? Check out Made with QuickFrame to see over 1000 videos made with — yep, you guessed it — QuickFrame.