A Look Back at Some of the Best Marketing Campaigns of 2024

Channel 4: Considering What?

For over a decade, The UK's Channel 4 Superhumans campaign has been instrumental in changing how disability is portrayed, particularly during the Paralympic Games. However, in 2024, Channel 4 decided to take a new direction. They ditched the “superhuman” angle and launched 'Considering What?', a campaign that challenged viewers to rethink their assumptions about Paralympians.

This powerful campaign, developed by Channel 4’s in-house agency 4creative, was informed by research that showed 59% of viewers tuned in to see athletes "overcoming disabilities", while only 37% were interested in the athletic competition itself. Instead of reinforcing this narrative, Channel 4 used the campaign to shift the focus to Paralympians as world-class athletes, rather than just inspirational figures.

The campaign’s impact was undeniable, with Channel 4 securing its largest audience share (33%) since the 2012 London Olympics. Additionally, it generated more than 41 million views across platforms like TikTok, YouTube, and Instagram, showing just how much a shift in narrative can move the needle.

Coca-Cola: New Guy

Coca-Cola has long been known for its ability to tap into cultural moments, and in 2024, the company took a fresh approach with its ‘New Guy’ campaign. The ad, which aired in North America, featured a man meeting his girlfriend’s family on game day, with various Coca-Cola products — including Coca-Cola, Coke Zero, Sprite, Fanta, Smart Water, and Honest Kids — appearing throughout the story.

What made this campaign stand out was Coca-Cola’s decision to showcase its entire product portfolio in one ad, a first for the company. This strategy allowed the brand to create a more efficient media spend while reinforcing the strength of its different beverages. The campaign received impressive results, including an 83 out of 100 score on "fast fluency" — a measure of how quickly consumers recognise a brand in an ad. It also exceeded Coca-Cola's sales-driving expectations, demonstrating the potential of portfolio-focused marketing.

Calvin Klein’s Colab with Actor Jeremy Allen White

Celebrity partnerships are nothing new, but Calvin Klein’s collaboration with Jeremy Allen White in 2024 truly stood out. The spring 2024 campaign featured the actor, best known for his role in The Bear, in a series of intimate shots taken in New York City. A video of White working out on a rooftop set to Lesley Gore’s “You Don’t Own Me”, went viral on social media, particularly TikTok.

This campaign generated a massive $74 million in social media impressions and earned $12 million in media exposure within the first 48 hours. Calvin Klein’s choice to partner with White was driven by his cultural momentum and dedicated fanbase, showing how well-timed celebrity endorsements can drive both awareness and engagement. As Global CMO Jonathan Bottomley put it, the brand is focusing on talents with “cultural velocity” — those whose influence extends beyond their work, sparking conversations and connections with fans.

Lay’s: Groundhog Lay’s

While many brands are rushing to create viral social media content, Lay’s demonstrated that traditional advertising can still deliver big results. For ‘Groundhog Lay’s’, the chip brand created a series of ads inspired by the classic movie Groundhog Day. The campaign starred Stephen Tobolowsky as a grocery shopper caught in an endless time loop, recreating the famous scene of repetition from the 1993 film.

By running these spots 75 times on ABC, Lay’s capitalised on the cultural conversation around the holiday without splurging on the typical Super Bowl commercial budget. The result? Over 1.4 billion earned media impressions and a slew of accolades, including multiple Clio Awards. Lay’s success proved that fast, clever marketing can generate a massive impact without breaking the bank.

Telstra: Better Network

In a year that saw its fair share of digital and online-centric ads, Telstra embraced traditional animation with its Better Network campaign. Featuring a series of 26 stop-motion ads with adorable puppet versions of Australian animals, the campaign highlighted the benefits of Telstra’s mobile network in a fun, quirky way. Later in the year, Telstra expanded on this creativity with an out-of-home (OOH) campaign that incorporated more handcrafted visuals.

This innovative approach not only made the brand stand out but also captured the hearts of audiences with its lighthearted and charming characterisation of Australia’s wildlife. It’s a reminder that in a world of digital overload, the charm of hand-crafted ads can still make a huge impact.

Specsavers: Welcome to Melbourne

In an era where simplicity is often overlooked, Specsavers’ Welcome to Melbourne campaign reminded us of the power of understated humour. The brand’s cheeky posters greeted travellers arriving at Sydney airport with the familiar Should’ve Gone to Specsavers slogan. This clever yet minimalist approach was an instant hit, proving that sometimes the most effective ads are the ones that don’t try too hard.

With over 20 years of success behind the Should’ve Gone to Specsavers line, this latest iteration demonstrated that the brand’s wit and straightforward humour remain as effective as ever.

These campaigns highlight the diverse and creative approaches that brands have taken in 2024, from redefining how we view athletes to merging multiple brands into a single campaign, or leveraging viral celebrity partnerships. As marketing continues to evolve, these brands have shown that being bold, innovative, and in tune with cultural trends can lead to extraordinary results.