In 2019 I collected a lot of ads that I liked. I want to share some very good ones here:
purpose with substantial content
By ‘substantial’ I mean backing up the big claims and headlines. The customer’s bullshit sensor is really good. Customers are just not that aware of how well they notice fake purpose. They easily detect advertising that claims a lot without proving it. These are examples of purpose-driven campaigns that prove what they claim:
innovative use of technology
That one is very hard to pull off because most of the time you need engineers. Agencies usually don’t have engineers neither have they a lot of money. At best the client is a big company and has the engineer capacity or has money for freelance engineers.