When I sat down 12 months ago to write my list of the best ads of 2020, I was pretty sure that the pandemic would be in our rear view mirror by now. How wrong I was. Still, in spite of everything, there’s been some outstanding work produced in this year of ongoing weirdness. Here’s my personal pick of the bunch …

Macmillan Cancer Support, Whatever it Takes

If the pandemic has given us anything, it is - hopefully - a deeper appreciation for carers of all kinds. Channel 4’s Help, set in a care home, was one of the most powerful dramas of the year. This ad for Macmillan recognises the emotional cost of cancer - not just on sufferers and their families, but the people who look after them too. The music works beautifully.

AMV BBDO

Kiyan Prince Foundation

We’ve seen some pretty heavy handed attempts to combat knife crime in the past. This conceptual approach, which transcends advertising, is a brilliant but simple way of communicating to a tough to reach target audience what knife crime costs us all. A talented young footballer Kiyan Prince, killed at 15, is brought back to life.

Kiyan Prince Foundation, Engine Creative

Greenpeace, Wasteminster

The genius of this ad for Greenpeace about the failings of the UK government on climate change is that the script is built entirely of genuine quotes from Boris and co. about their supposed achievements. A razor sharp critique of how in the UK we’re making our plastic someone else’s problem.

Greenpeace, Park Village, Studio Birthplace

ITV, Drama vs Reality

Finding a simple, single minded and original idea to promote a general entertainment channel is tough. I know; it’s a brief I’ve been on the receiving end of enough times. This campaign for ITV in which different genres battle to the death, nails it. Well written and beautifully played.

Uncommon

HBO, Curb Your Enthusiasm

You don’t always need a big budget or a multiplatform, 360 degree concept. Sometimes a single shot and the right line can do the job pretty, pretty, pretty well.

HBO

Burger King, Confusing Times

Great creative work begins and ends with the truth. Really all us creatives are trying to do is find a simple truth and tell it in a surprising way. This ad for Burger King skewers the way we’re living right now like a well-cooked patty of meat substitute.

David Madrid

Pepsi, #betterwithpepsi

And if we’re talking burgers, maybe we should talk cola. And how to do more with less. On national burger day (I know, I missed it too) Pepsi tweeted these stripped back to the max images of fast food packaging with their logo picked out with a circle. I’m not sure there’s a more elegant way to get the message across.

VaynerMedia US, Alma

Burberry, Open Spaces

Burberry produced my favourite Christmas ad last year. And the same directorial team are behind this mesmerising new spot. Every now and then I’m lucky enough to have a flying dream. This is exactly how it feels.

Megaforce, Riff Raff

Post Office, Social Post

Remember when Instagram and Facebook went down in early October? With an alacrity that you could say is maybe missing from their day to day service, the Post Office moved swiftly and smartly with this digital OOH execution. A tongue in cheek reminder of the old fashioned way to keep in touch. Perfect.

Ogilvy UK

Channel 4, Super Human, Tokyo 2020 Paralympics

When it comes to broadcasters and sports promos the BBC deserve a special mention for their exquisitely crafted Olympic trailer. But Channel 4 take the gold for this tribute to the blister popping commitment of the Paralympic athletes. Another brilliant spot in a long lineage from 4. Great music, awesome cut.

Channel 4, Somesuch

Ajax, This Title is For You

When Dutch football team Ajax won the league in May it was at the end of a season where their fans had been absent because of the pandemic. To celebrate the fans ongoing support, Ajax melted the trophy down and created 42,000 silver stars. One star went to every season ticket holder. Sure, it’s not really an ad, but what better way to say we couldn’t have made it without you?

AFC Ajax

Marmite

Although I’m not a huge fan of the brown, gooey yeast extract we know as Marmite, I think their advertising is brilliant. And when they released a chilli variety this year I loved this series of explosive special builds.

Adam & Eve / DDB

Danish Road Safety Council

And finally, a little levity. Getting men of a certain age to wear a helmet is tough. This comic gem from Denmark reimagines the challenge through the lens of a Viking epic. Created by &Co.

So there you go.

13 simple, effective and richly rewarding ideas conceived and produced amid a pandemic.

Good to know that even though our future is uncertain, our creativity remains boundless.

Happy Christmas.

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The Best Creative Work of 2021