Uber One: “Best Friends” by Mother
Justine Armour, CCO and partner, FIG
This Uber One spot is just so extremely charming; a simple idea perfectly cast and executed. It’s over three minutes long and holds your attention for the duration, with so many well-written scenes throughout that don’t let you look away. Whenever there’s a long-form spot as gorgeous as this, it gives me hope that we’re still in the entertainment business, after all.
Doritos: “Silent” by Sips & Bites
Omid Amidi, co-CCO, McKinney
As a gamer, this is easily the thing I wish I had been part of in 2024. Simple. Smart. Solving a real annoyance. All gamers get it. Absolute smash.
Terre des Femmes: “Cutcakes” by TBWA\Zürich
Vida M Cornelious, senior vp, creative and strategy, T Brand/New York Times Advertising
Some may consider this more of a niche entry, but it is one that tackles a humanitarian subject with intelligence and thoughtfulness. A unique use of data visualization, the campaign uses birthday cupcakes (“cutcakes,” as they call them) modeling female genitalia to represent the data points surrounding this global practice still endangering the lives of women. The point was to show a birthday—something to be celebrated, not feared—as the critical marker for when female genital mutilation becomes a threat to a girl’s life.
Mattel: “Barbie”
