In part one of our 2020 digital advertising campaigns roundup, we covered some pretty popular ads that featured the effects of the pandemic — but there was much more that inspired creative ad campaigns. From ads that featured the lasting legacy of Kobe Bryant to others focused on the changing definitions of masculinity, we dive into another six top digital advertising campaigns of the year.

1. Nike: Better | Mamba Forever

It’s not very often that an athlete can completely transcend the sporting world and have his first name become synonymous with grit, hard work, and dedication — but that’s what Kobe Bryant did. “Mamba” mentality is the mindset to work tirelessly on your craft, become unshakeable in your mind, and unwavering in your confidence. That mentality spans from sport to business, from art to politics, and everywhere in between. Kobe’s spirit instills in us that hard work beats talent, and this Nike creation, set to the spoken word poetry of Kendrick Lamar, is an inspiring compilation of Kobe, his daughter Gigi, and people from all works of life striving for one thing: to be better.

2. Oreo: First Christmas

No end-of-year list would be complete without a Christmas ad, and this Oreo campaign from the Martin Agency doesn’t disappoint. The premise of  is simple — an elf’s first night on the job happens to be Christmas Eve, and he’s tasked with getting his boss a little boost from a convenience store.  The clerk shows the elf the magic of Oreos and milk, and the two quickly hit it off, dancing around the store in joy. What’s refreshing about this ad is the absence of any COVID-19 related safety protocols — a nice refrain from our current circumstances and a gentle reminder of the joys of the holiday season.

 3. Spotify: Meme Campaigns

Spotify’s marketing team is full of innovative thinkers who understand virality and how younger generations are consuming content.  Their year-end reviews — a completely personal report of every artist or podcast you’ve consumed — are perfect for resharing on social, creating organic virality and boosting their already impressive dominance in the music streaming world. The team doubled down on their efforts this year by utilizing one of the year’s most popular meme formats (me, also me), perfectly depicting how our moods and musical tastes tend to swing in sync with emotional states…and we all went through a rollercoaster of emotional states this year.

Spotify |Meme Ad Campaign, 2020

4. Gillette: The Best Men Can Be

A savvy marketing team’s main objective is to understand what’s  changing the world and marry their brand’s stories to those initiatives. Gillette’s ‘The Best a Man Can Get’ digital advertising campaigns have dominated the men’s skincare industry for years, but they’ve also perpetuated toxic masculinity. In this campaign, they address their own shortcomings via the many masculine tropes (mansplaining, boys will be boys etc) and reflect on how men can be better.

It’s said that the first step towards change is self-awareness and understanding one’s shortcomings, and Gillette understands its role in defining what masculinity is. Now, they are leading the charge in redefining what men can be with this thought-provoking and inspiring campaign.

5. Lego: Beyond The Brick

Similar to Gillette’s ad, Lego’s submission hits on a big sentiment affecting young men’s lives: inclusivity. Lego has always been a toy brand associated with supporting imagination and creativity, but have not always offered inclusive toys to those with disabilities. Until now. With Lego Braille Bricks, the toy brand has launched an inspiring initiative to improve learning of the visually impaired, with the fun that lego provides. The braille pieces are completely compatible with the entire Lego System while teaching children braille numbers and letters.

What’s so amazing is the continued progression and genuine passion for creating a lasting brand that connects with its consumers. A marketing team that is constantly looking for gaps between their products and their market while keeping their company values front and centre will find incredible solutions that make a positive impact on how our future generations are raised, affecting their quadruple bottom lines in the process.

Fitbit: Find Your Reason

Regardless of a business’s size, testimonials reign supreme. There is no better way to create brand equity than delighting your customers and delivering on a truly impactful product or service. For this ad campaign, Fitbit tapped into the success stories of its consumers. The ad features several case studies from people with disabilities to others with illnesses and how the accountability and feedback Fitbit’s proprietary technology provides was paramount to their success.

Not only do success stories show that your product works and can change lives, it provides an opportunity to let your audience know that you’re listening, that you’re proud, and that you’re in their corner. Case studies of success and testimonials complete the feedback loop and provide a two-way channel of communication and connection that has become a requirement for successful companies.

We hope you’ve been inspired by these creative digital marketing campaigns. Some made us laugh, some moved us to tears, but all of them made us sit up and take notice. We’re excited to see what types of creativity come from the challenges and opportunities 2021 presents and if you’re new to creating video content, you can check out our Ten Tips For Video Marketing Success.

Happy Holidays. We’ll see you in the new year!