At the labs, our geniuses are always hard at work. Usually. Coffee breaks, after-hour beers, and mandated shenanigans aside. The focus around here is on our clients and the amazing/award-winning/original work we’re doing for them.
We still keep an ear to the ground for all the other attention-grabbing work in the world. 2024 had no shortage of “genius” creative to choose from. Here are a few of the genius moments of 2024, as selected by the geniuses themselves.
Tinder: It Starts With a Swipe
Selected by Anna Denette, graphic designer
“I love these Tinder ads that I’ve been seeing everywhere lately. They hit the mark thanks to some really clever copywriting, great design that’s just cool to look at, and situations that totally speak to the audience they’re targeting, Gen Z. The aesthetic is fun and unique. There are plenty of companies trying to copy the feel of these ads now.”
Loewe: Decades of Confusion
Selected by James Ninness, creative director
“I thoroughly enjoyed Loewe’s ‘Decades of Confusion.’ It’s an intelligent way to get your name out there multiple times, encouraging retention, while using humor to endear themselves to a wider audience. Also, Aubrey Plaza and Dan Levy. I mean, come on.”
Mohawk Chevrolet: The Dealership
Selected by Andrew Long, SEO developer
“Not really traditional marketing, but my favorite was ‘The Dealership.’ It’s a parody of ‘The Office’ that’s being done by Mohawk Chevrolet, a car dealership in upstate New York. It was so successful, it led to them collaborating with General Motor’s corporate headquarters in Detroit.”
Cetaphil: Game Time Glow
Selected by Sarah Guinn, account coordinator
“With all the madness surrounding Taylor Swift and the NFL, I thought it was awesome that Cetaphil, a skincare line that’s mostly popular with teens, tapped into the narrative with a different perspective. They highlighted how this phenomenon was uniting football dads and Swifties. They saw a chance and grabbed it! That’s genius.”
Xbox: This Is an Xbox
Selected by Paris Lay, copywriter
“At this point, taking down Playstation or Nintendo in the console game (pardon the pun) will be near impossible, so I really dig Microsoft’s pivot. The campaign showcases how gamers can tap into Xbox’s gaming ecosystem using basically any device with a screen and an internet connection. And perfect use of Black Sheep’s ‘The Choice Is Yours.’ Getting me to root for a trillion-dollar company is about as genius as it gets.”
Beyoncé: Cowboy Carter
Selected by Abby Woods, account executive
“Beyoncé’s venture into country music was pure genius! Her elevated visuals and album art were captivating, even if you are not a fan or her target audience. While it might not be a traditional country album, her bold leap into the genre showcased her artistry and willingness to push boundaries, sparking conversation and curiosity across music landscapes. Country fashion likely felt a jump as well. Sure, it took some fans by surprise, but that’s the beauty of it: an artist willing to take risks, step outside her usual sound, and introduce her audience to something unexpected. By crossing genres, Beyoncé not only expanded her musical range, but also gave her fans a chance to experience a new side of her storytelling magic and a bit of country.”
Paramount Plus: A Mountain of Entertainment
Selected by Ryan Farmer, chief operating officer
“Not to sound hyperbolic, but this might be the greatest advertisement I’ve ever seen. It’s got it all. I’m talking deep-cut pop culture, great celebrity timing, cool use of CGI characters, puns, and last but by no means least, Creed! Throw all that into a blender and you got some incoherent brilliance.”
What was your favorite ad of the year? We don’t have comments on our blogs, so the only way to tell us is to schedule an appointment below, then spend some time geeking out over advertisements with our geniuses. Dang. Poor you.