<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa121313c5a7e5cbbf322c_651d3d51e56bf79310deff99_62725de5a3fa219d9f215c63_627258410ecad02f5cfc0e04_Best%252520Ads%252520April%252520(1)%252520(1).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Expression</span> <h1 class="gn-title">Ones to Watch: 8 Of the Most Impactful Ad Campaigns of 2022</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>4 May 2022</span> <span class="pip"></span> <span>7 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">The latest <a href="https://expenditurereport.warc.com/"><strong>Advertising Association/WARC Expenditure Report</strong></a> found that <strong>a record £31.9bn was spent on advertising in the UK last year</strong>, with the two largest sectors being search and online display.</p> <p class="gn-reveal">With <strong>TV advertising spend shooting up 24% between 2020 and 2021 to a value of £5.5bn, and the overall ad market forecast to grow by 10.7% this year to £35.3bn</strong>, the UK has been cemented solidly as the largest advertising market in Europe and the third largest in the world, behind only the USA and China. So, who's standing out?</p> <p class="gn-reveal">This week, we're highlighting a handful of the many campaigns launched in 2022 that will go some way to ensuring 2022 is going to be another record-breaking year for the marketing and advertising industry - and the creatives behind them.</p> <div class="gn-stats gn-reveal"> <div class="gn-stat"><span class="gn-stat__num">£31.9<em>bn</em></span><span class="gn-stat__label">Record UK ad spend last year.</span></div> <div class="gn-stat"><span class="gn-stat__num">+24<em>%</em></span><span class="gn-stat__label">TV advertising spend growth between 2020 and 2021, to a value of £5.5bn.</span></div> <div class="gn-stat"><span class="gn-stat__num">+10.7<em>%</em></span><span class="gn-stat__label">Overall ad market forecast growth this year, to £35.3bn.</span></div> </div> <div class="gn-divider gn-reveal" aria-hidden="true"></div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#01</span> <h3 class="gn-list-item__title"><a href="https://www.diy.com/"><strong>B&amp;Q</strong></a><strong>: Change. Made Easier.</strong></h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> B&amp;Q</span> <span class="gn-list-item__pill"><strong>Agency:</strong> Uncommon Creative Studio</span> <span class="gn-list-item__pill"><strong>Medium:</strong> Film</span> </div> <p class="gn-reveal">"You can do it when you B&amp;Q it" was the famous phrase I grew up from the DIY brand, and <strong>B&amp;Q</strong> have taken their own advice by constructing a 24-ton rotating set for their latest marketing campaign.</p> <p class="gn-reveal">"Change. Made easier," created by London agency <a href="https://www.uncommon.london/"><strong>Uncommon Creative Studio</strong></a>, the message behind the campaign is that whatever life throws your way, you should be able to make the required changes at speed that suits your needs.</p> <p class="gn-reveal">This message is illustrated in a 90 second film called 'flip.' The 'whatever life throws your way part' – a woman sat in the spare bedroom of her family home discovering she is expecting a new child. As the news sinks in, she realises changes will need to be made around the house. Said house then begins to literally shift around her as it starts to tilt 180 degrees.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"> <figure class="w-richtext-figure-type-video w-richtext-align-fullwidth" style="padding-bottom:56.33802816901409%" data-rt-type="video" data-rt-align="fullwidth" data-rt-max-width="" data-rt-max-height="56.33802816901409%" data-rt-dimensions="426:240" data-page-url="https://vimeo.com/703745056"><div><iframe src="https://player.vimeo.com/video/703745056" scrolling="no" frameborder="0" allowfullscreen="true"></iframe></div></figure> </div> <figcaption>B&amp;Q 'flip' film, created by Uncommon Creative Studio.</figcaption> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#02</span> <h3 class="gn-list-item__title"><a href="https://new.talktalk.co.uk/"><strong>TalkTalk</strong></a><strong>: Pitstop</strong></h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> TalkTalk</span> <span class="gn-list-item__pill"><strong>Agency:</strong> The&amp;Partnership</span> <span class="gn-list-item__pill"><strong>Medium:</strong> TV, Cinema, Online Video, Outdoor, Press, Digital, Social</span> </div> <p class="gn-reveal">To announce its new full-fibre broadband speeds, <strong>TalkTalk</strong> partnered with <a href="https://theandpartnership.com/gb/"><strong>The&amp;Partnership</strong></a> in Manchester to create "Pit Stop." Keeping with the pregnancy theme, the short TV spot features a couple rushing to hospital, with one of them in the full throws of labour. With the car low on fuel, they pull into a petrol station where a <strong>TalkTalk</strong>-branded 'Formula One' styled team perform a speedy pitstop job on the car, sending the couple quickly on their way again.</p> <p class="gn-reveal">Created by <strong>Danny O'Keeffe</strong> and <strong>Adam McGowan</strong>, and directed by <strong>Jim Gilchrist</strong> through Outsider, the TV spot is part of a wider campaign that spans cinema, online video, outdoor press, digital and social.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"> <figure class="w-richtext-figure-type-video w-richtext-align-fullwidth" style="padding-bottom:56.206088992974244%" data-rt-type="video" data-rt-align="fullwidth" data-rt-max-width="" data-rt-max-height="56.206088992974244%" data-rt-dimensions="854:480" data-page-url="https://www.youtube.com/watch?v=HJlanV-vsCU"><div><iframe src="https://www.youtube.com/embed/HJlanV-vsCU" scrolling="no" frameborder="0" allowfullscreen="true"></iframe></div></figure> </div> <figcaption>TalkTalk 'Pit Stop' TV spot, created by The&amp;Partnership and directed by Jim Gilchrist through Outsider.</figcaption> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#03</span> <h3 class="gn-list-item__title"><a href="https://www.rightmove.co.uk/"><strong>Rightmove</strong></a><strong>: One Day Could Be Today</strong></h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> Rightmove</span> <span class="gn-list-item__pill"><strong>Agency:</strong> Fold7</span> <span class="gn-list-item__pill"><strong>Medium:</strong> TV, Outdoor</span> </div> <p class="gn-reveal">The UK's biggest property website <strong>Rightmove</strong> launched their latest campaign 'One day today.' Created by the London based creative agency <a href="https://fold7.com/"><strong>Fold7</strong></a>, the campaign is designed to make people think about the different life they could be leading if they had made the move they've always wanted to.</p> <p class="gn-reveal">The campaign comes off the back of market research that Rightmove conducted which showed that 69% of people who had moved in the last year did so to a new area, making a significant life change. 64% of those said that they were happier in their new area.</p> <p class="gn-reveal">The film depicts an unhappy scarecrow in a rainy field, constantly being pecked by crows and looking longingly over to the sun-soaked town in the distance. Closing her eyes, the scarecrow dreams of the life she could have walking through the cobbled streets towards to her ideal home; a beautiful stone cottage. Before she can reach the door, the dream is broken and she's back in miserable the field.</p> <p class="gn-reveal">When two children cycle past the next day and one drops their phone, a crow pecks at the screen to open the <strong>Rightmove</strong> app. This is the sign the scarecrow needed to break free from her restraints and run towards her new life in the town.</p> <p class="gn-reveal">It was directed by <strong>Hanna Maria Heidrich</strong> through <a href="https://believemedia.com/"><strong>Believe Media</strong></a> and the campaign runs across television and outdoor.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"> <figure class="w-richtext-figure-type-video w-richtext-align-fullwidth" style="padding-bottom:56.206088992974244%" data-rt-type="video" data-rt-align="fullwidth" data-rt-max-width="" data-rt-max-height="56.206088992974244%" data-rt-dimensions="854:480" data-page-url="https://www.youtube.com/watch?v=5sqE-oqYk_g"><div><iframe src="https://www.youtube.com/embed/5sqE-oqYk_g" scrolling="no" frameborder="0" allowfullscreen="true"></iframe></div></figure> </div> <figcaption>Rightmove 'One Day Could Be Today' campaign film, directed by Hanna Maria Heidrich through Believe Media.</figcaption> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#04</span> <h3 class="gn-list-item__title"><a href="https://weetabix.co.uk/our-products/oatibix/weetabix-oatibix-classic/"><strong>Oatibix</strong></a><strong>: Pirates</strong></h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> Oatibix</span> <span class="gn-list-item__pill"><strong>Medium:</strong> TV, On-demand, Social, Digital, Shopper Marketing</span> </div> <p class="gn-reveal">Continuing their maritime theme (it wasn't long ago that they gave a little girl the strength to pull a submarine ashore), <strong>Weetabix's</strong> sister product <strong>Oatibix</strong> has returned to TV for the first time in over ten years with a pirate inspired campaign to encourage people to start their day with a bowl of oaty goodness.</p> <p class="gn-reveal">The TV ad sees a young boy being forced to walk the plank by a group of pirates. His last request is for a bowl of Oatibix and the swashbucklers oblige. They are next seen marooned on a small island, with the boy having commandeered their ship and sailing away looking smug. We guess the Oatibix worked.</p> <p class="gn-reveal">The ad is part of a wider £2 million marketing investment including on-demand, social, digital and shopper marketing. It is hoped that the brand grows by over 30% by 2023.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"> <figure class="w-richtext-figure-type-video w-richtext-align-fullwidth" style="padding-bottom:56.206088992974244%" data-rt-type="video" data-rt-align="fullwidth" data-rt-max-width="" data-rt-max-height="56.206088992974244%" data-rt-dimensions="854:480" data-page-url="https://www.youtube.com/watch?v=WkMkz9f6lI0&t=1s"><div><iframe src="https://www.youtube.com/embed/WkMkz9f6lI0?start=1" scrolling="no" frameborder="0" allowfullscreen="true"></iframe></div></figure> </div> <figcaption>Oatibix 'Pirates' TV ad, part of a wider £2 million marketing investment.</figcaption> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#05</span> <h3 class="gn-list-item__title"><a href="https://uk.gymshark.com/"><strong>Gymshark</strong></a><strong>: The Return of Ryan Garcia</strong></h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> Gymshark</span> <span class="gn-list-item__pill"><strong>Agency:</strong> PRETTYBIRD</span> <span class="gn-list-item__pill"><strong>Medium:</strong> Film</span> </div> <p class="gn-reveal">Apparel and fitness community brand <strong>Gymshark</strong> launched a new campaign at the beginning of the month with Gymshark athlete and professional fighter <strong>Ryan Garcia</strong> ahead of his comeback fight.</p> <p class="gn-reveal">Teaming up with creative think tank <a href="https://prettybird.co/"><strong>PRETTYBIRD</strong></a>, <strong>Gymshark</strong> produced a three-minute film to tell Ryan's story and journey, showcasing the themes of family, conditioning, and ambition.</p> <p class="gn-reveal">After being considered as one of the most exciting fighters in boxing of the day, and his win against Great Britain's Luke Campbell in January 2021, "King Ry" announced that he was seeking help for anxiety and depression and putting his career on hold.</p> <p class="gn-reveal">This new campaign focusses on <strong>Ryan's</strong> ability to overcome the adversity he has faced both in and out of the ring and build resilience as he gears up for the comeback fight against <strong>Emanuel Tagoe</strong>.</p> <p class="gn-reveal">The campaign serves as an extension of the synergy between <strong>Ryan</strong> and <strong>Gymshark</strong> with the message of owning the journey and the power of perseverance.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"> <figure class="w-richtext-figure-type-video w-richtext-align-fullwidth" style="padding-bottom:56.206088992974244%" data-rt-type="video" data-rt-align="fullwidth" data-rt-max-width="" data-rt-max-height="56.206088992974244%" data-rt-dimensions="854:480" data-page-url="https://www.youtube.com/watch?v=xz-aDZgc3FI"><div><iframe src="https://www.youtube.com/embed/xz-aDZgc3FI" scrolling="no" frameborder="0" allowfullscreen="true"></iframe></div></figure> </div> <figcaption>Gymshark 'The Return of Ryan Garcia' three-minute film, produced with PRETTYBIRD.</figcaption> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#06</span> <h3 class="gn-list-item__title"><a href="https://www.lumo.co.uk/"><strong>Lumo Travel</strong></a><strong>: Flight Shame</strong></h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> Lumo Travel</span> <span class="gn-list-item__pill"><strong>Agency:</strong> Mother</span> <span class="gn-list-item__pill"><strong>Medium:</strong> TV, Press, Digital OOH, Social</span> </div> <p class="gn-reveal">With the distance between London and other cities in the north such as Newcastle and Edinburgh long enough to consider a quick flight, <strong>Lumo</strong> want people to think again through their new campaign based around the Swedish concept of 'flight shame' or 'flygskam.' This concept comes from the pressure to make the right environmental choices when it comes to travel. So instead of flying, <strong>Lumo</strong> wants you to consider using one of their fully electric trains travelling from London to Edinburgh.</p> <p class="gn-reveal">To help them do this, <strong>Lumo</strong> enlisted the help of <a href="https://motherlondon.com/"><strong>Mother</strong></a> to create a campaign across TV, press, digital OOH and social channels. In the TV spot, a woman called Jen is consumed by this 'flygskam' after her journey between London and Edinburgh. As such, she tries to offset her carbon footprint in several extravagant ways, with humorous and unexpected downsides.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"> <figure class="w-richtext-figure-type-video w-richtext-align-fullwidth" style="padding-bottom:56.206088992974244%" data-rt-type="video" data-rt-align="fullwidth" data-rt-max-width="" data-rt-max-height="56.206088992974244%" data-rt-dimensions="854:480" data-page-url="https://www.youtube.com/watch?v=DUtuuetMt9Y"><div><iframe src="https://www.youtube.com/embed/DUtuuetMt9Y" scrolling="no" frameborder="0" allowfullscreen="true"></iframe></div></figure> </div> <figcaption>Lumo Travel 'Flight Shame' campaign, created by Mother across TV, press, digital OOH and social channels.</figcaption> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#07</span> <h3 class="gn-list-item__title"><a href="https://gorillas.io/en"><strong>Gorillas</strong></a><strong>: Whatever London Wants</strong></h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> Gorillas</span> <span class="gn-list-item__pill"><strong>Agency:</strong> The Or</span> <span class="gn-list-item__pill"><strong>Medium:</strong> TV, VOD, Radio, Digital, Social, OOH</span> </div> <p class="gn-reveal">This OOH campaign from grocery delivery service <strong>Gorillas</strong> is aimed at educating Londoners about their own habits by revealing fascinating insights into how different boroughs behaviour in relation to one another.</p> <p class="gn-reveal">Creative agency <a href="https://theorlondon.com/"><strong>The Or</strong></a> is behind the multimedia ad campaign to mark the brand's first year of operating in London. <strong>The Or</strong> was briefed with bringing to life all the different ways that Londoners use the delivery service, based on a year's worth of data of what people were buying.</p> <p class="gn-reveal">With new delivery services seemingly popping up every day, <strong>Gorillas</strong> differentiates itself by using bold creatives and double-entendres to highlight buying habits in different boroughs. For example, one poster says that the people in Lewisham 'Let it grow,' further explaining in smaller print that they order the least number of razors in all of London.</p> <p class="gn-reveal">The campaign includes a TV ad uses the same techniques, stitching different footage together in suggestive ways. Both a post and pre-watershed version were produced to run across TV and VOD, as well as radio, digital and social coverage, and OOH.</p> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"> <figure class="w-richtext-figure-type-video w-richtext-align-fullwidth" style="padding-bottom:56.206088992974244%" data-rt-type="video" data-rt-align="fullwidth" data-rt-max-width="" data-rt-max-height="56.206088992974244%" data-rt-dimensions="854:480" data-page-url="https://www.youtube.com/watch?time_continue=27&v=kEspuSGBsjM&feature=emb_logo"><div><iframe src="https://www.youtube.com/embed/kEspuSGBsjM" scrolling="no" frameborder="0" allowfullscreen="true"></iframe></div></figure> </div> <figcaption>Gorillas 'Whatever London Wants' multimedia campaign, created by The Or.</figcaption> </figure> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#08</span> <h3 class="gn-list-item__title"><a href="https://www.thefragranceshop.co.uk/"><strong>The Fragrance Shop</strong></a></h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> The Fragrance Shop</span> <span class="gn-list-item__pill"><strong>Medium:</strong> Experiential, Social Video</span> </div> <p class="gn-reveal">Based on the idea that the UK's favourite smell is freshly baked bread (personally mine is cut grass and creosote), The Fragrance Shop did some experiential marketing to put this to the test.</p> <p class="gn-reveal">In a snappy video littered with emojis, memes, a member of the team asked unsuspecting shoppers what they thought was the nation's favourite smell. After guessing scents such as coffee, roses, strawberry, and lavender, they were informed that it was, in fact, bread.</p> <p class="gn-reveal">Not to be left empty handed, the 'participants' were handed a perfume-bottle shaped piece of – you guessed it – freshly baked bread. So, what was the motive behind this? It was all to promote getting 20% off all year round, free delivery and exclusive perks by becoming a 'My TFS' member. If anyone from The Fragrance Shop is reading this, send some of that free bread and I might consider it!</p> </div> <p class="gn-reveal"><strong>If you're looking to boost your marketing efforts in 2022, The GO Network can connect you with an agency who can help. Tell us the requirements and we'll start the search.</strong> <a href="http://www.thegonetwork.com/get-in-touch"><strong>Get in touch</strong></a> <strong>to get started…</strong></p> </div></div> <aside class="gn-related gn-reveal" data-auto="related-reading"> <div class="gn-related__label">Related reading</div> <ul class="gn-related__list"> <li class="gn-related__item"> <a href="/articles/ones-to-watch-8-of-the-most-impactful-ad-campaigns-of-may" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Ones to Watch: 8 of the Most Impactful Ad Campaigns of May 2022</span> <span class="gn-related__excerpt">From BBH&#39;s Wild debut to standout TV and social creative, these 8 campaigns shaped the month. 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