As 2024 draws to a close, it’s time to reflect on the advertising campaigns that stood out the most throughout the year. With this in mind, Marketeer gathered some of the leading creatives in the Portuguese market to share their expertise and insights in selecting the most remarkable ads of the past 12 months.

The challenge was to identify the five most relevant advertising spots of 2024, considering strict criteria such as creativity, innovation, and impact, both on a national and international level.

Sérgio Lobo, Executive Creative Director at WYcreative, accepted the challenge and shared his preferences:

Spotify

“Spotify’s B2B marketing transformed a simple media planning spreadsheet into an immersive and innovative audiovisual experience, using creative animations, all produced within a 10 MB file. This demonstrated the creative and technical power of the platform as it was sent globally to media planners.”

Powerade

“Powerade’s ad featuring Simone Biles highlighted in an intimate and inspiring way the connection between mental and physical well-being, revealing the human side of both the athlete and the brand.”

Apple’s iPhone

“Apple transformed a technical feature into an emotionally and visually captivating experience, reinforcing its commitment to safety while creating a powerful and culturally relevant narrative.”

DoorDash

“DoorDash’s ambitious approach to this year’s Super Bowl resulted in the biggest giveaway ever held during the Big Game. The delivery app used 30 seconds of advertising space to offer all the items featured during Super Bowl 58 for free.”

Nike

“Competitiveness is a human truth as natural as the desire to push limits. Staying true to its essence, Nike celebrated this force during the Olympics, the grand stage where effort, ambition, and victory converge.”

Article published in Marketeer magazine and written by Sérgio Lobo, Executive Creative Director at WYcreative.