According to Miguel Pires, Creative Partner at NERVO

As 2024 draws to a close, it becomes relevant to look back at the advertising campaigns that stood out the most throughout the year. To this end, Marketeer invited some of the most prominent creatives in the Portuguese market to share their expertise and insight in selecting the most remarkable advertising spots of the past 12 months.

The challenge was to identify the five most relevant advertising spots of the year now ending, using rigorous criteria such as creativity, innovation, and impact, both in the national and international contexts.

Miguel Pires, o Creative Partner da NERVO – uma das agências de eventos e ativação de marca mais reconhecidas e premiadas do mercado nacional –, aceitou o desafio e divulgou as suas preferências.

Burger King – Bundles of Joy

“Having become a father last year, I still remember how much my wife longed for some of the things she had to give up during pregnancy. Highly criticized, especially for the junk food factor. But let’s set political correctness aside for a moment, because the joy of that first unrestricted meal after childbirth is an unquestionable right for any mother.”

Direct, visceral, real.”

Oslo – Is it even a city?

“I believe this will appear on many year-end lists, mainly because of how many times I’ve seen it shared. So many details that make you smile subtly. Proof that sometimes the tone makes the message. All with perfect execution. Brilliant.”

Samsung – The Art of Hack

“I’ve always liked ideas that succeed because they have the ability to go around what is established. It’s smart, not only because of the discount, but because it clearly positions the product in the territory it wants to occupy. Bonus points for turning potential buyers into artists – even if just for a few minutes. The ego appreciates it, and surely the work created will end up on TV and help spark conversation in the room where it will be present.”

Liquid Death Ice Tea – Your Grandma’s Energy Drink

“Not everything has to be profound or have a big cause behind it. Sometimes, absurdity is necessary. And a dose of metal, too. I chose this film, as I could have chosen any of the other partnerships – with launch films – that Liquid Death did throughout the year: from a coffin-fridge with YETI, a corpse paint brand with E.L.F. Cosmetics, or even a Mosh Pit Diaper with Depend.”

“Niche? Maybe. Right on target? Definitely. My metal side approves.”

JCDecaux – Meet Marina Prieto

“Lastly, here’s the coolest version of ‘without meaning to, you’ve already read it’ that I’ve seen in recent times.”