Telling compelling stories, even entirely fictional ones, is an incredibly powerful tool. A well-written story can perfectly influence emotions, even when its content is contained in just a few-minute ad spot. So it should come as no surprise that major companies so often use this type of promotion. We've selected 5 ad spots from this year that, in our opinion, deserve a watch.
Dunkin' Donuts - "Drive-Thru"
Dunkin' Donuts is an American coffeehouse chain known mainly for offering coffee, beverages, as well as donuts and other snacks. The company was founded in 1950 in Quincy, Massachusetts, USA, by William Rosenberg. The chain is known for its original and highly creative ads.
Aired during this year's Super Bowl, the ad featuring Ben Affleck was very warmly received by audiences. The actor plays himself, but working as a cashier at a drive-thru window. The spot is kept in a humorous tone and will especially appeal to Affleck fans. It's worth adding that the actor's collaboration with Dunkin' Donuts is not a one-off, as he also appears in other promotional campaigns for the chain.
NFL - "Run With It"
American football is still not a very popular sport in Europe. We're talking about the regular season here, because the Super Bowl itself attracts more and more viewers from the Old Continent. The sporting level, however, somewhat takes a back seat, as many viewers pay close attention to the match's surrounding spectacle. This mainly refers to American ads, which often differ from what Europeans are accustomed to.
During Super Bowl 2023, a spot promoting the NFL league premiered. It's an action-packed ad focusing on the key role of women in the development of American football. The spot's lead role is played by Mexico national team quarterback Diana Flores, gold medalist at the World Games. "Run With It" also features other sports icons: Vanita Krouch, Billie Jean King and Bella Rasmussen.
Amazon - "Saving Sawyer"
Published in 2023, Amazon's spot titled "Saving Sawyer" carries a very important message about pet care. The ad tells the story of a dog that was adopted by an American family during the pandemic. After the pandemic ends, when family members return to their normal lives, the lonely dog begins to destroy the apartment. The ad suggests that getting rid of the pet will be the solution, but it turns out that a puppy appears in the home — Sawyer's new buddy.
A touching and emotion-filled campaign, "Saving Sawyer" from Amazon shows how important responsibility for animals is and what benefits adoption brings. Sawyer's story is also a reminder that animals, just like people, need support and love, especially in difficult moments.
Subaru - "Dog Tested"
Another ad with animals in the lead role, but this time kept in a comedic tone. The spot is part of a larger animal welfare campaign, Subaru Loves Pets, which the car manufacturer has been running for several years. Subaru is an advocate for animal safety in cars and has even partnered with the Center for Pet Safety to create the best way to protect pets traveling with their owners.
The Farmer's Dog - "Forever"
How storytelling creates the best global ad spots
Farmer's Dog is an American pet food brand. Many people believe that the "Forever" spot deserves the title of the best video ad of the year. It's a touching story of a girl who makes a promise to her puppy: "I will always take care of you." The rest of the spot shows how this promise is fulfilled, despite the adult responsibilities that fall on the owner.
The ad ends when a graying senior dog and its owner, now with a little daughter at her side, lie on the bed and gaze at each other. Between the pet and the woman, a caption appears: "Nothing matters more than the years spent together." "Forever" is a reminder that our responsibility to animals lasts throughout their entire lives.
Discovering great ad spots with exceptional storytelling is truly satisfying. Excellent stories in ads can move, amuse, inspire and engage viewers in a way that stays in their memory long after the spot ends.
