March M-AD-ness: The Best Ads (So Far) of 2023
2023 Has shown us people being thrown down rabbit holes by human-sized rabbits, photoshopping photobombs easily out of photos on a phone, and the cast of Clueless making a fashion-focused return to screens everywhere. The Super Bowl kicked off the start of superstar-filled ads, but what marketing magic has happened since the big game?
Liquid Death, a canned-water company known for its “Murder Your Thirst” tagline, unveiled a line of iced tea with flavors such as Grim Leafer, Armless Palmer, and Rest In Peach. They revealed the new drinks with a commercial directed by “Jackass” co-founder Jeff Tremaine that was created by the brand’s in-house team. The spot starts off with a man claiming that iced tea is a “grandma energy drink.” Things quickly pick up as a couple of grandmas get together and cause absolute chaos throughout the rest of the commercial – performing metal music, catching air on skateboards, and participating in a mixed martial arts fight. Not only is this fun and freaky, but it’s also a big, bold idea that leaves a lasting impression (and a quench for thirst). Iced tea, anyone?
Burger King’s Whopper song from PHD Media and O’Keefe Reinhard & Paul (OKRP) went viral on TikTok thanks to its repetitive lyrics of “Whopper, Whopper, Whopper, Whopper.” Users of the app turned it into a meme, which spurred the brand to play into the people’s fun. Inspired by TikTok videos, like a music teacher sneakily making his students sight-read the Whopper song while playing in band class, Burger King came out with the official instrumental to the track. The “Sing It Your Way” campaign took the original concept and leaned into the memes to make a memorable offering that truly encompasses their iconic messaging of “having it your way.”
Tinder’s “It Starts With A Swipe” campaign from Mischief, represents the app’s core membership and the various relationship categories they fall under by featuring an all-inclusive cast of Gen Z daters. The spot is well-written with clever wordplay that speaks to the culture that surrounds online dating. Going from a “one-night stand” to “two night stands,” tells the story in a short, simple, and successful way. With modern-day hookups in mind, the campaign captures all of the Tinder relationship milestones – from the swipe at the start to the next big step, like having a toothbrush at a partner’s place.
So what makes these ads (and the ones that scored big time during the Super Bowl) worth watching? Every spot that stood out made a statement in a way that was unique to the brand. Having a strong sense of brand identity is the key to keeping people interested in what you have to share. Familiarity at the foundation of your business and your audience’s relationship allows you to have fun within the bounds of your branding.
If you want to land on a list among the best ads, that means your business needs to take your marketing to the next level. Go bigger and bolder with your brand or business with help from Madison+Main.
Give us a call today to make headlines and head turns with your work — 804-521-4141.