15 best marketing campaigns according to Funnel

Creating a standout marketing campaign is no easy feat, especially in a world where consumers are constantly bombarded with ads. From social media feeds to billboards, brands are fighting for attention, and only the most creative and strategic campaigns break through the noise.

To capture interest, brands need to be bold, innovative and purposeful. Whether it’s a clever use of humor, an emotional connection or a disruptive idea, the best campaigns don’t just sell a product — they create a moment people remember.

In just the first three months of 2025 alone, we’ve seen some exceptional marketing campaigns that have cut through the clutter and left a lasting impact. In this article, we explore some of the most effective marketing campaigns, highlighting what made them work. If you’re looking for inspiration, these campaigns prove that with the right mix of creativity and strategy, your brand can make waves, too.

The ID. Buzz’s “A Life Half-Full”

Volkswagen’s latest campaign for the ID. Buzz EV minivan, "Life Half-Full," is a celebration of optimism and everyday joy. Created by Johannes Leonardo, the ad highlights the car’s playful spirit while tapping into a sense of nostalgia. The car's design and colors are integrated into its surroundings, much like your car needs to seamlessly fit into your everyday life. 

Set to Elaine Stritch’s "Are You Having Any Fun?" the ad follows people enjoying simple yet meaningful moments with the ID. Buzz as a constant companion. A clever visual approach mirrors the van’s iconic two-tone design — each shot is divided, with the lower half full of vibrant color while the upper half remains muted. This subtle yet effective technique reinforces the campaign’s core message: life is brighter when you focus on what brings you joy.

Directed by Martin de Thurah and shot by Hoyte van Hoytema (Oppenheimer, Dunkirk), the ad has a warm, inviting feel that blends nostalgia with a fresh, modern perspective. Rather than simply showcasing features, it positions the ID. Buzz as part of life’s most enjoyable moments.

By combining a distinctive visual style, a timeless soundtrack and a feel-good narrative, Volkswagen creates an ad that resonates beyond the product itself — inviting drivers to see the road and life, with a little more optimism.

Jaguar’s “Copy Nothing”

Jaguar's recent "Copy Nothing" ad campaign has sparked significant discussion, marking one of the brand's most controversial marketing moves to date. A risky campaign strategy, the ad is notably absent of any vehicles, instead showcasing models in a vividly pink desert scene engaging in artistic expressions.

This unconventional approach has elicited mixed reactions. Critics have questioned the absence of cars in the ad, with some accusing Jaguar of promoting a "woke" agenda. Conversely, supporters commend the brand for its boldness and creativity in redefining automotive advertising norms.

Regardless of individual opinions, the ad campaign has undeniably succeeded in generating widespread conversation, aligning with its intent to challenge the ordinary and position Jaguar as a forward-thinking, innovative brand.

As Jaguar transitions toward an all-electric lineup, the "Copy Nothing" campaign underscores its commitment to innovation and differentiation in a competitive market. By embracing a fresh, avant-garde marketing strategy, Jaguar aims to resonate with a new generation of consumers, encouraging them to "delete ordinary" and embrace a future where creativity and individuality take center stage. 

Surreal’s “Fake celebrity” campaign

Surreal Cereal, a UK-based breakfast brand, ingeniously sidestepped the high costs of traditional celebrity endorsements with their "Fake Celebrity" campaign. Instead of hiring A-list stars, they featured everyday individuals who share names with famous personalities like Serena Williams, Michael Jordan and Dwayne Johnson.

This clever approach captured public attention and sparked conversations across social media, proving that humor and creativity can be just as effective as star power when it comes to building brand recognition.

The campaign's brilliance lies in its simplicity and audacity, showing that innovative thinking can make a huge impact. However, it did face challenges. Legal concerns forced Surreal to modify its ads, adding disclaimers clarifying that the endorsements came from real people who just happened to have celebrity names.

Despite this, the "Fake Celebrity" campaign remains a standout example of smart, cost-effective marketing. By thinking outside the box, Surreal Cereal proved that sometimes, the best way to get noticed is to take an unexpected route.

Super Mario Bros X Pringles

Pringles and Super Mario Bros. have teamed up for a playful, eye-catching out-of-home (OOH) campaign that perfectly blends both brands using simple yet clever visuals.

At first glance, any Mario fan will instantly recognize the iconic green pipe — only this time, it’s shaped like a Pringles can. The crossover doesn’t stop there. The Pringles mascot’s mustache subtly ties into Mario’s signature look, making the connection even stronger.

This minimal but effective design makes for an ad that’s impossible to ignore, whether you’re walking by or driving past. It’s the kind of campaign that doesn’t need a ton of explanation — just a smart combination of brand imagery that instantly clicks.

Beyond the billboards, the collaboration extends to limited-edition Pringles cans featuring Mario and Luigi, plus a chance for fans to win a Nintendo Switch with every purchase. It’s a fun way to bring together snack lovers and gaming fans in a way that feels natural and nostalgic.

By keeping the execution simple and instantly recognizable, Pringles and Nintendo prove that when two iconic brands come together in the right way, it doesn’t take much to make a big impact.

Make My Money Matter’s “Beep” starring Ambika Mod

The Make My Money Matter “Beep” campaign, created by filmmaker Richard Curtis, features actress Ambika Mod in an ad that seeks to draw attention to the impact banking investments are having on the planet. In “Beep,” every time someone taps their bank card, plants nearby spontaneously combust, showing the environmental damage caused by funding fossil fuels. It's a powerful visual that makes the link between your finances and climate change instantly clear.

The ad calls out the UK’s biggest banks — Barclays, Lloyds, HSBC, Santander and NatWest — for investing $556 billion in fossil fuels since the Paris Agreement. It encourages viewers to rethink where they bank and consider more sustainable options like Nationwide, Starling or Triodos Bank.

Directed by Ben Strebel, the campaign mixes humor with urgency, making it both engaging and thought-provoking. What makes it even more impactful is how it empowers people with a simple, actionable step: switching to an eco-friendly bank. It’s all about showing how small decisions, like where you bank, can have a big impact on the planet.

This isn’t their first campaign, either. The Make My Money Matter campaign has featured other high-profile ads like “Oblivion” with Olivia Colman and “The Hidden Relationship” with Game of Thrones power couple Kit Harington and Rose Leslie. 

Each campaign focuses on aligning personal finances with environmental values and encouraging viewers to make a change.

Ikea’s “You up?” campaign

Ikea recently took a bold and cheeky approach to marketing by sliding into Canadian customers' DMs at 2 a.m. with the simple text: "u up?" This playful message was part of a campaign offering a 15% discount on mattresses, timed to catch people scrolling late at night when they might be thinking about a better night’s sleep.

The idea was a novel one — using humor and timing to grab attention in a way that feels casual and fun. It’s not your typical brand interaction, and it stands out because it plays off the kind of late-night text you might get from a friend, making it feel personal and unexpected.

While the campaign got plenty of buzz, it did spark some mixed reactions, with some people questioning the timing of the messages. But overall, it’s a creative and memorable way for Ikea to engage with customers in an entirely new way, proving that sometimes, breaking the norms can lead to something pretty fun!

Specsavers’ “Welcome to Melbourne” campaign

Specsavers is well-known for its witty and memorable ads. Their recent stunt at Sydney Airport is no exception. Travelers arriving in Sydney were greeted with a sign saying "Welcome to Melbourne," and those leaving Melbourne saw a "Welcome to Sydney" billboard.

The small print read, “Should’ve gone to Specsavers,” adding a humorous twist that played off their iconic slogan. The moment you spot their ads, you can almost hear the tagline in your head, proving how deeply ingrained their brand is in Australia.

This clever campaign is just one example of Specsavers’ long-standing tradition of blending humor with everyday scenarios. Other ads have played with similar themes, like their infamous “Should’ve gone to Specsavers” commercials, where people end up in comical situations due to poor vision. Whether it's a person mixing up a wedding for a funeral or accidentally mistaking a car for a donkey, the ads have a way of making the message clear but fun.

Specsavers’ ability to make us laugh while showcasing the importance of good vision has cemented its reputation for delivering impactful, relatable ads. Their consistent use of humor keeps their brand at the forefront of people’s minds.

The TAC’s “Crash at a friend’s place instead” campaign

Australia's road toll remains a pressing concern, with 1,292 fatalities recorded in the 12 months ending February 2025, marking a 1.6% increase from the previous year. This statistic underscores the need for innovative approaches to road safety, particularly targeting younger drivers.

In an effort to address this, Deakin University partnered with the Transport Accident Commission (TAC) to involve students in developing impactful advertising concepts aimed at reducing road accidents among young drivers. 

One standout idea, crafted by student Luke Saunders, presented a scenario where friends encourage a peer to "crash at a friend's place instead." This concept effectively highlights the risks associated with driving under the influence, delivering the message with both clarity and relatability.

This initiative exemplifies how even smaller-scale campaigns, crafted by emerging talents, can make a significant impact. It serves as a reminder that effective road safety messages don't always require massive budgets or established brands; creativity and relevance can resonate powerfully with the target audience.

Kellogg’s “See you in the morning” campaign

Kellogg's has launched its "See You in the Morning" campaign, reintroducing Cornelius the Cockerel, the brand's mascot since 1958, as a vibrant 3D character. This move aims to recapture category leadership and reclaim its position as the go-to brand for breakfast cereals. The campaign is part of a £12 million investment and is expected to reach 150 million people in 2025.

It features a series of bold outdoor advertisements across Europe, highlighting Cornelius in dynamic urban settings. The tagline "The OG" emphasizes Kellogg's longstanding presence in the breakfast market.

Beyond traditional advertising, the campaign includes innovative activations. Notably, a 21-foot-tall weathervane featuring Cornelius was installed at Ness Point in Lowestoft, marking it as the UK's most easterly point. This installation underscores the brand's commitment to engaging consumers in unique and memorable ways.

Uber’s “You’re almost there” campaign in Gatwick 

Uber has just rolled out a fun and creative campaign at London Gatwick Airport, celebrating its new multi-year partnership with the airport. The campaign plays up Uber’s role in making travel easier, especially when it comes to multi-modal journeys — meaning they’re all about connecting passengers with the right transport at the right time, whether it’s a taxi, train or Uber ride.

Created by Mother, Uber’s UK agency of record, the campaign includes over 2,500 brand assets spread throughout the airport. From huge posters to digital screens, you’ll see Uber’s presence everywhere at Gatwick for the next few years. The visuals are designed to grab your attention, helping passengers realize how easy it can be to hop in an Uber for the final leg of their journey.

It’s a smart move. With multi-modal travel becoming more of the norm, Uber is positioning itself as the go-to option for getting to and from the airport. 

And with the campaign running through 2027, it’s clear that Uber is all in on securing their share of the market.

Center for Humane Technology’s “Made to be addictive” campaign

The "Take a Break from Social Media" campaign, created by Southern Methodist University, effectively addresses the growing concerns about the impact of social media on mental health. It encourages users to take a step back from constant online engagement, emphasizing the importance of self-care.

The simplicity of the campaign is what makes it particularly powerful — no flashy graphics or complex messaging. Instead, it gets straight to the point, making it relatable and impactful. 

Beyond education, the campaign also seeks to spark a grassroots movement aimed at raising awareness about the negative effects of excessive social media use and the dangers of tech addiction. The goal is to empower individuals, particularly younger audiences, to recognize the importance of taking breaks for their mental health. 

Its simple yet powerful messaging encourages a shift in behavior by promoting self-care, with the hope that this message will resonate widely and inspire a broader, community-driven conversation about balancing online activity with real-world engagement.

“The Comments Section” Annual Australian lamb ad

Australia’s annual lamb ads have become much more than just a marketing campaign. They’ve become a cultural event. Much like Air New Zealand’s in-flight safety videos, these ads have developed a loyal following and spark widespread conversation every year. The ads are known for their sharp, humorous social commentary that resonates with a wide range of audiences.

This year’s ad took the social commentary to the next level, addressing themes of unity in a unique and engaging way. 

The brilliance of these ads lies in their ability to make us laugh while also encouraging reflection on important societal issues. They remind us that, despite our differences, we can all come together for a common purpose, even if that purpose involves lamb. Each year, these ads bring Australians together, making the annual release a highly anticipated event.

The campaign has consistently used humor to break down societal divides, and even vegetarians have gotten behind the message, supporting the broader theme of togetherness that the ads promote.

“World Mental Health Day” Asics x Brian Cox

As Succession’s authoritarian patriarch, Brian Cox could be mistaken as the world’s scariest boss. ASICS' "The Desk Break" campaign plays on this archetype by featuring Brian Cox as a stern boss who challenges employees' sedentary work habits. 

The ad humorously critiques corporate wellness initiatives, with Cox dismissing trivial perks like free fruit, emphasizing that prolonged desk work is the real issue. This aligns with ASICS' research indicating mental health declines after two hours of desk work, with stress levels rising significantly after four hours. The campaign encourages workers to take 15-minute movement breaks to improve mental well-being while featuring ASICS shoes front and center.

Directed by Peter Banks and produced by Kode Media, the ad serves as a public service announcement ahead of World Mental Health Day. It calls on office workers to prioritize their mental health by incorporating short movement breaks into their daily routines. It also taps into popular culture, leveraging the impact of Succession’s global success.

Cadbury short film “Memory”

Cadbury's latest short film, "Memory," is a poignant addition to their celebrated 'Generosity' campaign, which has been recognized globally for its heartfelt storytelling. This marks the seventh year of the campaign, emphasizing Cadbury's commitment to inspiring acts of kindness and connection.

The film portrays a touching interaction between a daughter and her father, who is living with dementia. Presented with a bar of Cadbury Dairy Milk Wholenut, his favorite treat, he fondly recalls how his wife would laugh at his aversion to nuts, despite his fondness for the chocolate. This moment, though he doesn't recognize his daughter, highlights enduring love and the power of shared memories.

Directed by Steve Rogers, known for previous Cadbury films like "Garage" and "Speakerphone," and produced by Biscuit Filmworks, "Memory" was developed in collaboration with VCCP, Cadbury's global agency. The production team worked closely with Alzheimer's Research UK to ensure an authentic portrayal of dementia, aiming to foster understanding and empathy.

Beyond the film, Cadbury introduced Memory Bar Boxes containing six limited-edition retro Dairy Milk bars. These boxes are designed to stimulate conversation and reminiscence among individuals affected by dementia, furthering Cadbury's dedication to supporting those impacted by the condition.

"Memory" exemplifies Cadbury's ability to blend emotional depth with genuine social advocacy, reinforcing the brand's legacy of celebrating generosity and human connection.

It’s a tear-jerker. Don’t say we didn’t warn you.

Thon Hotel Alesund’s “This is” ad

Thon Hotel Audn's TikTok advertisement exemplifies how simplicity and humor can drive engagement and brand interest. Despite being shared in the TikTokCringe subreddit, the ad has garnered over 34,000 upvotes, indicating widespread appreciation. 

Reddit comments praise its cleverness and humor, with viewers expressing a desire to book a stay based on the ad. 

This response underscores how straightforward content can spark conversations and connect people, effectively enhancing brand visibility and appeal.

The viewer comments speak for themselves.

What makes these campaigns so effective?

Great ads don’t just sell products. They spark conversations, challenge norms and leave lasting impressions. These campaigns stand out by blending creativity, strategy and cultural relevance to make an impact.

Storytelling that resonates

• The ID. Buzz: This campaign integrates the car’s design and colors into everyday life, making it feel like a seamless part of the owner's experience. The ad evokes nostalgia and warmth, reinforcing the emotional connection between people and their vehicles.

• Thon Hotel Alesund: A seemingly cringeworthy ad that unexpectedly succeeds due to its authenticity and ability to capture attention. The unexpected charm keeps audiences engaged and talking about the brand.

• Cadbury: Known for its emotional storytelling, this video marketing campaign builds a heartfelt connection between the brand and its audience, reinforcing trust and positive brand perception.

Bold and controversial moves

• Jaguar: One of the most controversial moves by an established brand, this campaign succeeds in sparking conversation and making the brand stand out.

• Make My Money Matter: This campaign takes a stand on ethical finance, engaging audiences by appealing to their values and desire for responsible investment.

Clever use of celebrity and cultural references

• Surreal’s fake celebrity endorsements: By using everyday people with famous names like Serena Williams and Michael Jordan, Surreal Cereal’s campaign delivers humor, surprise and cost-effective brand awareness.

• Super Mario Bros x Pringles: Leveraging pop culture and nostalgia, this campaign successfully taps into a multi-generational target audience who have fond memories of both brands.

• Asics x Brian Cox: This collaboration combines fitness and science to create a compelling, unique approach to running shoes, positioning the brand as both innovative and insightful.

Purpose-driven marketing efforts

• Crash at a friend’s place instead: A student-created ad for the Australian Transport Safety Authority that proves impactful campaigns don’t need massive budgets. This campaign’s raw and direct message about road safety resonates strongly with its audience.
• Social media addiction awareness: This educational advertising campaign cleverly uses irony and self-awareness to engage audiences while subtly critiquing the very platforms it appears on.

Clever and humorous messaging

• IKEA’s “you up?” campaign: IKEA uses playful, relatable humor to market its furniture in a way that feels personal and engaging, making the brand feel more approachable.

• Specsavers - Welcome to Melbourne: With a cheeky take on everyday mishaps, Specsavers successfully continues its legacy of lighthearted, memorable marketing.

• Uber’s Gatwick campaign: A smart, well-placed ad that effectively captures a specific audience's attention by using location-based humor and convenience-driven messaging.

Cultural relevance and traditions

• Annual Aussie lamb ad: A staple in Australian advertising, this brand awareness campaign consistently delivers humor, social commentary and a strong cultural identity that resonates with audiences every year.

Each of these campaigns stands out because it goes beyond traditional advertising. They tap into emotions, values and cultural moments, making them memorable and effective.

Combine creativity with marketing intelligence

As more campaigns are released throughout the year, be sure to keep an eye on the most impactful ads and marketing approaches, analyzing their strategies and execution. 

Understanding the driving force behind these successes can offer invaluable insights for your own marketing efforts. Who knows? Maybe it could be your ad on our list next year.

Continue tracking some of the most successful campaigns and dissecting them to understand the logic behind each brand's strategy. Use that insight and your available marketing data to launch a campaign that's sure to get noticed.

With the right data and a solid strategy, you, too, can craft a campaign that stands out.