The effectiveness of ads can vary depending on various factors such as target audience, messaging, creativity, and overall impact. However, according to Kantar, these 20 ads were considered the most effective of 2020:
1. Heineken – “Cheers to all”
2. Bosch – “Atino”
3. Burger King – “Consignes 2 Sécurity – The Retour”
4. SheaMoisture – “It Comes Naturally”
These ads were chosen based on their ability to engage and resonate with consumers, effectively communicate the brand message, and drive desired actions. Let’s take a closer look at each of these ads to understand why they were considered effective.
1. Heineken – “Cheers to all”: This ad showcases the diversity and inclusivity of Heineken’s consumers, highlighting different cultures, backgrounds, and moments of celebration. By celebrating unity and togetherness, Heineken effectively connects with a wide range of audience, promoting a positive brand image.
2. Bosch – “Atino”: This ad focuses on the innovative features and benefits of Bosch’s Atino washing machine. It highlights the product’s ability to save time, energy, and water, appealing to environmentally-conscious consumers. The ad effectively demonstrates the product’s value proposition and positions Bosch as a leader in sustainable home appliances.
3. Burger King – “Consignes 2 Sécurity – The Retour”: This ad takes a humorous approach to promote Burger King’s new safety measures during the COVID-19 pandemic. It features a character named “The Retour” who comically follows safety protocols while enjoying Burger King’s food. This ad effectively communicates Burger King’s commitment to customer safety while maintaining its brand personality and entertaining consumers.
4. SheaMoisture – “It Comes Naturally”: This ad celebrates the natural beauty and diversity of women, emphasizing the brand’s inclusive and empowering message. By featuring a diverse range of women with different hair types and textures, SheaMoisture effectively appeals to a wide audience. The ad promotes self-love and encourages women to embrace their natural beauty, aligning with current societal trends.
These ads were successful because they effectively communicated their brand values, connected with their target audience, and generated positive brand associations. They utilized creative storytelling, humor, inclusivity, and emotional appeal to capture consumers’ attention and drive engagement.
It’s important to note that the effectiveness of ads can vary depending on cultural context, industry, and individual preferences. What may be effective for one brand or audience may not necessarily work for another. Therefore, it’s crucial for marketers to understand their target audience, conduct thorough research, and continuously evaluate and adapt their advertising strategies to achieve the desired results.