ADWEEK recently crowned its 20 best ads of 2024, but this list is different.

These are ads that flew under the radar or that you may have overlooked – but that doesn’t make their creative quality any less excellent. For the second consecutive year, ADWEEK shines a light on those campaigns that may not have swept industry awards shows or dominated headlines, but still deserve recognition. 

Among this group are a self-aware spoof from a luxury fashion house, a comedic road trip from a period care brand, a tourism ad that used reverse psychology, a museum that sent people on a treasure hunt, and much more. 

In no particular order, here’s ADWEEK’s list of 2024’s Hidden Gems. 

Rainbow Wool | ‘Gay Rams’ by Serviceplan Germany

Supporting the LGBTQ+ community extends to the animal world in a fun and thought-provoking campaign for Rainbow Wool from agency Serviceplan. Since homosexuality remains a crime in 62 countries worldwide, a sheep farm in Germany set out to combat inequality by producing a textile made from the wool of gay rams. Serviceplan helped launch Rainbow Wool’s first fashion collection, featuring Tokio Hotel singer Bill Kaulitz, in a buoyant video that explains the product and the plan. –Kyle O’Brien

Courageous Conversation Global Foundation | ‘America Erased’ by Wieden+Kennedy New York

With diversity, equity, and inclusion (DEI) issues under continued attack in the U.S., book banning is on the rise. As a result, some painful truths and valuable lessons that shaped the country’s history are being overlooked. That’s why Wieden+Kennedy New York partnered with the Courageous Conversation Global Foundation on “America Erased” to highlight the dangers of bans and censorship, particularly to marginalized communities. Their aim was to spark a movement defending students’ freedom to learn about their country’s complete history. –Kyle O’Brien

Duolingo | ‘Do Your Lesson, No Butts’ (in-house)

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