<div class="gn-article"><div class="gn-hero gn-reveal"> <div class="gn-hero__image"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa1224aa0ef6487c3ff5cf_651d3d5400a7cae7f33ccf90_63bb2f879d5ae707b5a23712_Ads%252520of%252520the%252520month%252520(1).png" alt=""></div> <div class="gn-hero__head"> <span class="gn-kicker"><span class="dot"></span>Growth</span> <h1 class="gn-title">Ones to Watch: The Most Impactful Ad Campaigns of 2022</h1> <div class="gn-meta"> <strong>The GO Network</strong> <span class="pip"></span> <span>6 January 2023</span> <span class="pip"></span> <span>10 min read</span> </div> </div> </div> <div class="gn-body"> <p class="gn-lede gn-reveal">With the current global digital advertising market valued at <a href="https://www.insiderintelligence.com/content/worldwide-ad-spending-2022/">$602.25 billion</a> and forecasted to rise by 13.1% in 2023, we look back at the most impactful ad campaigns launched in the last 12 months.</p> <p class="gn-reveal">From <strong>BBC's</strong> ice-credible spot announcing their coverage of the <strong>Winter Olympic Games</strong> to <strong>Tesco Mobile's</strong> not-so shiitake campaign and <strong>Aston Manor's</strong> adaptation of N.W.A hit '<strong>Straight Outta Compton</strong>', here's our favourite <strong>most impactful Creative, Digital, and OOH advertising campaigns of 2022.</strong></p> <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">BBC: Winter Olympics 2022</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> BBC</span> <span class="gn-list-item__pill"><strong>Agency:</strong> BBC Creative</span> <span class="gn-list-item__pill"><strong>Medium:</strong> Multi-media</span> <span class="gn-list-item__pill"><strong>Month:</strong> January</span> <span class="gn-list-item__pill"><strong>Category:</strong> Sport Event</span> </div> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"> <div 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://youtu.be/KJAlxZOp1Y0"><div><iframe src="https://www.youtube.com/embed/KJAlxZOp1Y0" scrolling="no" frameborder="0" allowfullscreen="true"></iframe></div></div> </div> </figure> <p class="gn-reveal"><strong>BBC</strong> broke the ice for its coverage of the <strong>Winter Olympics 2022</strong> only 10 days before the event was set to begin in Beijing with an extraordinary multi-media animation.</p> <p class="gn-reveal">Produced by <strong>BBC Creative</strong> and directed by <strong>Balazs Simon</strong> the trailer, while it may look like they have used cubes of ice and real snow, the sculptures are actually 3D printed models with entire scenes produced frame by frame.</p> <blockquote class="gn-blockquote gn-reveal">"quite a challenge. My personal favourite task was coming up with a solution for the camerawork in the snow scenes. To get a first-hand experience of the characters' efforts, I wanted to bring the viewer as close to them as possible: a great example of how a seemingly simple creative decision could grow into a big web of intertwined technical challenges."<cite>Balazs Simon · Director</cite></blockquote> </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">Oatly: The New Norm&amp;Al</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> Oatly</span> <span class="gn-list-item__pill"><strong>Agency:</strong> Nexus Studios</span> <span class="gn-list-item__pill"><strong>Medium:</strong> Broadcast VOD, Social, Digital</span> <span class="gn-list-item__pill"><strong>Month:</strong> January</span> <span class="gn-list-item__pill"><strong>Category:</strong> Food &amp; Drink</span> </div> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"> <div 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://youtu.be/qPp_v5LR-x4"><div><iframe src="https://www.youtube.com/embed/qPp_v5LR-x4" scrolling="no" frameborder="0" allowfullscreen="true"></iframe></div></div> </div> </figure> <p class="gn-reveal">Kicking of '<strong>Veganuary</strong>' last year, <strong>Oatly</strong> - the world's largest producers of alternative dairy drinks, launched its biggest UK campaign, '<strong>THE NEW NORM&amp;AL SHOW</strong>,' aiming to initiate a nationwide conversation around the normality of a plant-based diet.</p> <p class="gn-reveal">The campaign was launched as a five-episode mini-series featuring two puppets called Norm &amp; Al in the form of drink cartons, with each episode portraying their journey to a plant-based diet.</p> <p class="gn-reveal">Developed in collaboration with BAFTA-winning production company, <strong>Nexus Studios</strong>, the launch had been supported by <strong>Oatly's</strong> largest UK digital media buy campaign across broadcast VOD (Sky, All4 and ITV Hub), a programmatic VOD (YouTube), display ads and a social VOD (Facebook &amp; Instagram).</p> </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">Tesco Mobile: What a Load of Shiitake.</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> Tesco Mobile</span> <span class="gn-list-item__pill"><strong>Agency:</strong> BBH</span> <span class="gn-list-item__pill"><strong>Medium:</strong> Social, Digital, Press, Radio, OOH</span> <span class="gn-list-item__pill"><strong>Month:</strong> February</span> <span class="gn-list-item__pill"><strong>Category:</strong> Telecommunications</span> </div> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa1223aa0ef6487c3ff5c0_63b6e0dee70adc73dcfb6fb9_Tesco-shiitake.jpeg" alt="Tesco Mobile: What a Load of Shiitake."></div> <figcaption>Tesco Mobile's 'What a Load of Shiitake' campaign by BBH, February 2022.</figcaption> </figure> <p class="gn-reveal">We love nothing more than a good pun, and <strong>Tesco Mobile's</strong> February campaign was full of them! Aimed at challenging competitors over their mid-contract price rises, the advertisement produced by <strong>BBH</strong> incorporates puns such as '<strong>What the fettuccini?</strong>' and '<strong>What a load of shiitake</strong>,' to call out the 'big four' networks and commit to fixed prices of their own.</p> <p class="gn-reveal">Launched on February the 18th, the campaign ran across <strong>social, digital, press, radio and OOH</strong> until the end of March as part of their wider 'This is Supermarket Mobile' initiative.</p> <blockquote class="gn-blockquote gn-reveal">"This year, mid-contract prices increases are at their highest ever and, when customers are facing a cost of living crisis, they couldn't have come at a more challenging time."<cite>Rachel Swift · Chief Marketing Officer, Tesco Mobile</cite></blockquote> </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">McDonald's Thailand: Valentines Day</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> McDonald's Thailand</span> <span class="gn-list-item__pill"><strong>Agency:</strong> TBWA Thailand</span> <span class="gn-list-item__pill"><strong>Medium:</strong> Social</span> <span class="gn-list-item__pill"><strong>Month:</strong> February</span> <span class="gn-list-item__pill"><strong>Category:</strong> Food &amp; Drink</span> </div> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa1223aa0ef6487c3ff5b8_63b6eaa09e3df0678cde879b_McDonalds-Thai3.jpeg" alt="McDonalds Thailand: Valentines Day"></div> <figcaption>McDonald's Thailand Valentine's Day optical illusion poster by TBWA Thailand, February 2022.</figcaption> </figure> <p class="gn-reveal"><strong>McDonald's Thailand</strong> valentine campaign last year certainly caught the eye of audiences around the globe, with what first appears as two people about to lock lips, upon closer inspection, you soon realise it's actually someone about to tuck into a signature McDonald's Big Mac. Disturbed? you should be.</p> <p class="gn-reveal">The posters created by <a href="https://www.tbwathailand.com/" target="_blank"><strong>TBWA Thailand</strong></a> consisted of 3 different optical illusion images with the slogan 'i'm lovin' it' thrown in for good measure and were first released across social media channels which instantly created a huge buzz online. Whether you're 'lovin' it' or not, there's no denying its marketing team has some creative flair.</p> </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">Foodstuff: Deliver-Who? Billboard</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> Foodstuff</span> <span class="gn-list-item__pill"><strong>Medium:</strong> OOH</span> <span class="gn-list-item__pill"><strong>Month:</strong> March</span> <span class="gn-list-item__pill"><strong>Category:</strong> Delivery Service</span> </div> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa1223aa0ef6487c3ff5bd_63b6f9f1bb4b013b3a0f2595_Ez_g721WQAI8WMN-1024x768.jpeg" alt="Foodstuff: Deliver-who? Billboard"></div> <figcaption>Foodstuff's 'Deliver-who?' OOH billboard campaign across UK cities, March 2022.</figcaption> </figure> <p class="gn-reveal"><strong>Foodstuff</strong>, a food delivery service alternative to the likes of <strong>Deliveroo</strong> and <strong>Uber Eats</strong>, launched their <strong>OOH campaign</strong> across several UK cities in March. With a jibe aimed at one of their biggest competitors, the pink billboards display the question '<strong>Deliver-who?</strong>' above the brand's 'rock-n-roll' hand salute logo.</p> <p class="gn-reveal">Unlike their competitors, <strong>Foodstuff</strong> charge restaurants a flat fee per month for using their platform rather than a commission-based system, and their riders are paid the <strong>National Living Wage</strong>.</p> <blockquote class="gn-blockquote gn-reveal">"We just wanted to <strong>celebrate how proud we are of our brand</strong>. You may have noticed we don't shy away from basking in playing the underdog."<cite>Toby Savil · Co-Founder and CEO, Foodstuff</cite></blockquote> </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">Cadbury: Cadbury Worldwide Hide</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> Cadbury</span> <span class="gn-list-item__pill"><strong>Agency:</strong> VCCP London</span> <span class="gn-list-item__pill"><strong>Medium:</strong> TV, Digital</span> <span class="gn-list-item__pill"><strong>Month:</strong> March</span> <span class="gn-list-item__pill"><strong>Category:</strong> Food &amp; Drink</span> </div> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"> <div 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://youtu.be/cqQmVWIOy1M"><div><iframe src="https://www.youtube.com/embed/cqQmVWIOy1M" scrolling="no" frameborder="0" allowfullscreen="true"></iframe></div></div> </div> </figure> <p class="gn-reveal">The iconic chocolate brand announced the return of their Easter egg hiding experience '<strong>Cadbury Worldwide Hide</strong>' in 2022 with a spot created by <strong>VCCP London</strong>. This time bigger and better then the year before, chocolate egg fans had the option of hiding a real <strong>Cadbury Easter egg</strong> on a virtual map for their special someone to find.</p> <p class="gn-reveal">In addition, leaning on their partnership with <strong>Manchester United</strong>, <strong>Cadbury</strong> had created 3 Limited-Edition <strong>Football-themed</strong> Easter Eggs, and allowed fans to participate in a special <strong>Worldwide Hide platform</strong> that is co-branded between <strong>Cadbury</strong> and <strong>Manchester United</strong>.</p> </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">Rightmove: One Day Could be Today</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</span> <span class="gn-list-item__pill"><strong>Month:</strong> April</span> <span class="gn-list-item__pill"><strong>Category:</strong> Real Estate</span> </div> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"> <div 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://youtu.be/5sqE-oqYk_g"><div><iframe src="https://www.youtube.com/embed/5sqE-oqYk_g" scrolling="no" frameborder="0" allowfullscreen="true"></iframe></div></div> </div> </figure> <p class="gn-reveal">In April, the UK's biggest Real Estate website <strong>Rightmove</strong> launched their motivational spot '<strong>One day could be today</strong>.' Produced by London based creative agency <strong>Fold7</strong>, the campaign was 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 purpose of the ad comes off the back of market research conducted by <strong>Rightmove</strong>, which showed that <strong>69% of people had moved to a new area in the last year</strong>, of which <strong>64% were happier with their life-changing decision</strong>.</p> <p class="gn-reveal">Directed by <strong>Hannah Maria Heidrich,</strong> The TVC campaign portrays an unhappy scarecrow in a rainy field who dreams of her ideal home; a beautiful stone cottage, and eventually receives a sign to break free from her restraints by using the <strong>Rightmove app</strong>.</p> </div> <div class="gn-stats gn-reveal"> <div class="gn-stat"><span class="gn-stat__num">69<em>%</em></span><span class="gn-stat__label">of people had moved to a new area in the last year, per Rightmove research.</span></div> <div class="gn-stat"><span class="gn-stat__num">64<em>%</em></span><span class="gn-stat__label">were happier with their life-changing decision.</span></div> </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">The Fragrance Shop: Freshly Baked Bread</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> Social, Experiential</span> <span class="gn-list-item__pill"><strong>Month:</strong> April</span> <span class="gn-list-item__pill"><strong>Category:</strong> Health &amp; Beauty</span> </div> <p class="gn-reveal">Based on the fact that the UK's favourite smell is freshly baked bread, <strong>The Fragrance Shop</strong> did some <strong>experiential marketing</strong> to put this to the test.</p> <p class="gn-reveal">In a snappy video littered with emojis and 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 in the piece of – you guessed it – freshly baked bread. So, <strong>what was the purpose behind this campaign?</strong> It was all to promote getting 20% off all year round, free delivery and exclusive perks by becoming a '<strong>My TFS</strong>' member.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#09</span> <h3 class="gn-list-item__title">Netflix: Stranger Things Pizza Pop-up</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> Netflix</span> <span class="gn-list-item__pill"><strong>Agency:</strong> BBH</span> <span class="gn-list-item__pill"><strong>Medium:</strong> Experiential, OOH, Social</span> <span class="gn-list-item__pill"><strong>Month:</strong> May</span> <span class="gn-list-item__pill"><strong>Category:</strong> Streaming Service</span> </div> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"><img src="https://cdn.prod.website-files.com/687a235da6861294eec73166/68fa1223aa0ef6487c3ff5c5_63b71797b4cdeac2baa6b17c_strangerthingspizza.jpeg" alt="Netflix: Stranger Things Pizza Pop-up"></div> <figcaption>Netflix's Stranger Things experiential pop-up in Shoreditch, created by BBH, May 2022.</figcaption> </figure> <p class="gn-reveal">Created by <strong>BBH</strong>, this <strong>experiential campaign</strong> focused around the popular <strong>Netflix series</strong>, <strong>Stranger Things</strong>, appeared in <strong>Shoreditch</strong> over a period of days and first begin as posters advertising fictional products from 'Hawkins'.</p> <p class="gn-reveal">Over time, hazmat-clad workers set up a tent to cover up the posters, urging passers-by to step back. Taking to Twitter, the official <strong>Netflix UK and Ireland</strong> account said that there was 'nothing to see here', leaving fans in a sense of anticipation.</p> <p class="gn-reveal">Eventually the mystery was solved when fans were invited to step through a portal to the 'Upside Down' on <strong>Friday 2nd May</strong>. However, instead of coming face-to-face with Vecna (the antagonist of the 4th series), event-goers got to experience the taste, smell and feel of <strong>Stranger Things</strong>, complete with a 'Demogorgon' inspired pizza.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#10</span> <h3 class="gn-list-item__title">Tyrrells Crisps: Splendid News</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> Tyrrells Crisps</span> <span class="gn-list-item__pill"><strong>Agency:</strong> St Luke's</span> <span class="gn-list-item__pill"><strong>Medium:</strong> VOD, Social</span> <span class="gn-list-item__pill"><strong>Month:</strong> May</span> <span class="gn-list-item__pill"><strong>Category:</strong> Food &amp; Drink</span> </div> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"> <div 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://youtu.be/JXX3wPz-TPg"><div><iframe src="https://www.youtube.com/embed/JXX3wPz-TPg" scrolling="no" frameborder="0" allowfullscreen="true"></iframe></div></div> </div> </figure> <p class="gn-reveal">Owned by snack giant <strong>KP Snacks</strong>, premium crisp brand <strong>Tyrrells</strong> launched a 20-second ad campaign called '<strong>Splendid News</strong>', appearing across video-on-demand platforms and social media channels.</p> <p class="gn-reveal">The humorous spot campaign produced by creative agency <strong>St Luke's</strong>, stuck to the signature old-fashioned Tyrrells style, displaying black and white Pathé footage of the public holding and admiring giant colourful versions of the snack both in and out of the packet.</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#11</span> <h3 class="gn-list-item__title">Ribena: Chin Up!</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> Ribena</span> <span class="gn-list-item__pill"><strong>Agency:</strong> BBH</span> <span class="gn-list-item__pill"><strong>Medium:</strong> TV, Digital</span> <span class="gn-list-item__pill"><strong>Month:</strong> June</span> <span class="gn-list-item__pill"><strong>Category:</strong> Food &amp; Drink</span> </div> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"> <div 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://youtu.be/Nklt4H0cYYA"><div><iframe src="https://www.youtube.com/embed/Nklt4H0cYYA" scrolling="no" frameborder="0" allowfullscreen="true"></iframe></div></div> </div> </figure> <p class="gn-reveal"><strong>Ribena</strong> began the month with their campaign launch, '<strong>Chin Up!</strong>,' themed around laughing through those awkward moments in life that we can all relate to (<em>like calling your teacher 'mum'</em>).</p> <p class="gn-reveal">Created by <strong>BBH</strong>, the various spots portray such moments along common phrases containing the word '<strong>been</strong>' which is replaced by '<strong>Ribena</strong>', i.e. the phrase 'When you've been caught out' becomes 'When you've Ribena caught out.'</p> <blockquote class="gn-blockquote gn-reveal">"Ribena's repositioning represents a major shift in direction for the brand, with the aim to be seen as more than just bouncing berries and nostalgia. To do this, we worked with BBH to create comms that people couldn't help but chuckle at and relate to."<cite>Bridget Hirst · Former Senior Brand Manager, Ribena</cite></blockquote> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#12</span> <h3 class="gn-list-item__title">California Almond: Do You Almond x Marvel Studios' Thor: Love and Thunder</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> California Almonds and Marvel Studios</span> <span class="gn-list-item__pill"><strong>Agency:</strong> isobel</span> <span class="gn-list-item__pill"><strong>Medium:</strong> TV</span> <span class="gn-list-item__pill"><strong>Month:</strong> June</span> <span class="gn-list-item__pill"><strong>Category:</strong> Food &amp; Drink</span> </div> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"> <div 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://youtu.be/30iPLa1oF2M"><div><iframe src="https://www.youtube.com/embed/30iPLa1oF2M" scrolling="no" frameborder="0" allowfullscreen="true"></iframe></div></div> </div> </figure> <p class="gn-reveal">Last year, <strong>California Almonds</strong> had teamed up with <strong>Marvel Studios</strong> to promote the release of '<strong>Thor: Love and Thunder</strong>', by launching their iconic '<strong>Do You Almond?</strong>' ad campaign, but this time portraying a woman taking on the challenge of lifting Thor's hammer from the ground.</p> <p class="gn-reveal">The TV spot created by London-based creative agency <strong>isobel</strong>, ends with the woman rising to the challenge after eating her almonds, cutting to the titular phrase 'Do you almond?'</p> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#13</span> <h3 class="gn-list-item__title">Sports Direct: Girls Don't Like Football</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> Sports Direct</span> <span class="gn-list-item__pill"><strong>Agency:</strong> COPA90</span> <span class="gn-list-item__pill"><strong>Medium:</strong> TV, Digital</span> <span class="gn-list-item__pill"><strong>Month:</strong> July</span> <span class="gn-list-item__pill"><strong>Category:</strong> Sports Retailer</span> </div> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"> <div 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://youtu.be/8jn605vMr00"><div><iframe src="https://www.youtube.com/embed/8jn605vMr00" scrolling="no" frameborder="0" allowfullscreen="true"></iframe></div></div> </div> </figure> <p class="gn-reveal"><strong>Sports Direct</strong> in collaboration with Football media agency <strong>COPA90</strong> tackled the archaic misconception by launching an ad campaign which responds with a playful punchline, '<strong>Girls don't like football... we love it!</strong>'</p> <blockquote class="gn-blockquote gn-reveal">"consumers are first met with the tension of this idea which is then flipped on its head, done with a zealous rebuttal in the form of a celebration of the game that delivers a punchline of real truth."<cite>Gavin Rowe · Chief Creative Officer, COPA90</cite></blockquote> </div> <div class="gn-list-item gn-reveal"> <div class="gn-list-item__head"> <span class="gn-list-item__num">#14</span> <h3 class="gn-list-item__title">Aston Manor: Straight Outta Crumpton</h3> </div> <div class="gn-list-item__meta"> <span class="gn-list-item__pill"><strong>Brand:</strong> Aston Manor</span> <span class="gn-list-item__pill"><strong>Agency:</strong> McCann Birmingham</span> <span class="gn-list-item__pill"><strong>Medium:</strong> TV</span> <span class="gn-list-item__pill"><strong>Month:</strong> July</span> <span class="gn-list-item__pill"><strong>Category:</strong> Food &amp; Drink</span> </div> <figure class="gn-fig gn-reveal"> <div class="gn-fig__media"> <div 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://youtu.be/Z5vpIn25dt0"><div><iframe src="https://www.youtube.com/embed/Z5vpIn25dt0" scrolling="no" frameborder="0" allowfullscreen="true"></iframe></div></div> </div> </figure> <p class="gn-reveal"><strong>Aston Manor Cider</strong> partnered with <strong>McCann Birmingham</strong> to launch its first-ever TV advert last year, which gained increased popularity amongst viewers.</p> <blockquote class="gn-blockquote gn-reveal">"we decided to create a play on N.W.A's '<strong>Straight Outta Compton</strong>' because it is a song that resonates with both loyal, and new cider drinkers. Crumpton Oaks represents inclusion and affordability."<cite>Calli O'Brien · Head of Marketing, Aston Manor</cite></blockquote> </div> </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-most-impactful-campaigns-of-december" class="gn-related__link"> <span class="gn-related__category">Expression</span> <span class="gn-related__title">Ones to Watch - Most Impactful Campaigns of December</span> <span class="gn-related__excerpt">Creative, Digital and OOH highlights from the final month of 2022, including Auto Trader&#39;s Matchmaker and the UK ad market&#39;s strongest year-</span> </a> </li> <li class="gn-related__item"> <a href="/articles/ones-to-watch-8-of-the-most-impactful-ad-campaigns-of-february-best-ads-this-month" 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 February</span> <span class="gn-related__excerpt">Tesco Mobile, McDonald&#39;s Thailand, and more: see the creative strategies and brand pivots shaping the best agency work of February 2022.</span> </a> </li> <li class="gn-related__item"> <a href="/articles/ones-to-watch-8-of-the-most-impactful-ad-campaigns-of-march" 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 March</span> <span class="gn-related__excerpt">8 standout OOH, TV, and digital campaigns from March, plus the creative teams behind them. 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