MBC’s Creative Radar: Top Ads For February 2025: Nostalgia, Emotion & Smart Copy
2025! It’s a new year, and the future is bright for advertising. Hopefully, it will be filled with shiny, glorious ads and an unrelenting need for mass consumerism, creating solutions to problems that didn’t initially exist – perhaps an anti-ageing face cream for dogs?
But will this year finally deliver an advert worthy of dethroning the sacred “Cadbury Gorilla”(2007), the infectious Lloyds TSB “For the Journey” (2008) with the heinously annoying jingle, or the deliciously fantastic Skoda Fabia “Cake Car” (2007). Did the latter even encourage people to buy a Skoda, or did it simply leave us craving cake?
We live in hope. Those glory days of advertising brilliance now feel like distant fever dreams conjured by a more inspired marketing age. How has it been so long since we produced something truly unforgettable? Nevertheless, a new year dawns, and with it, the possibility of a comeback…
Reconnect with Life’s Precious Sounds
A delightfully playful advertisement from Boots, it taps into the timeless formula: cute dog + guilt trip = emotional impact. The ad’s upbeat, light-hearted tempo sets it apart from the more sombre tone of an RSPCA advert that uses a similar approach. The narrative highlights the consequences of missing a hearing test, cleverly tying it to the importance of “life’s precious sounds.” No tummy rubs for the dog? Disaster! While the tone is playful, the underlying message is impactful: neglecting your hearing can affect not just your own well-being but also the happiness of those around you.
Rather than taking the predictable route of a clinical, straightforward campaign emphasising the importance of hearing tests from a human perspective, this ad stands out by adopting the dog’s point of view. This fresh approach makes it far more engaging and memorable. By blending humour and emotion with a clever twist on the narrative, the campaign transforms what could have been a dry, forgettable message into something warm, relatable, and thought-provoking. It aligns perfectly with modern advertising trends, which often prioritise connection and storytelling over traditional, factual delivery. Published in January, a time when many people are motivated to start the year on a positive note, the ad feels timely and well-positioned. While it would be interesting to see data on whether the campaign resulted in an increase in hearing tests, it succeeds in raising awareness in an approachable and memorable way, effectively balancing humour with a serious call to action.
Overpriced Creams Are Like Your Ex: promises everything delivers nothing.
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This Azio Beauty advert became a sensation, propelled by TikTok and its sharp, show-stopping copy. Strategically placed across the busy London Underground, the ads are perfectly designed for quick, snappy messaging that doesn’t demand much of a consumer’s time to get the point. The clever copywriting has drawn widespread praise, with comments like “NOW THIS IS MARKETING,” “Whoever writes this deserves a raise,” and “These tube adverts are getting good,” showcasing how live, reactive marketing resonates with audiences who value smart and engaging campaigns.
Beyond the copy, the ad’s minimalist design, featuring the product, simple text, and a white background, perfectly complements the brand’s ‘clean girl aesthetic’.
In an environment as visually overwhelming as the Tube, this simplicity helps the ad stand out while reinforcing the brand identity. Without such strong messaging, the campaign might have been dismissed as just another skincare ad. Instead, the copy is the driving force, amplified by TikTok’s growing influence and the power of user-generated content (UGC). Whether intentional or serendipitous, this approach has made the campaign a standout example of modern marketing and a well-deserved addition to our February hit list.
When Sally Met Hellmann’s
Hellmann’s takes a bold leap into nostalgia with its latest campaign, ‘When Sally Met Hellmann’s.’ A playful nod to the iconic diner scene from When Harry Met Sally, the ad leans into humour, cultural references, and pure food indulgence (Hellmann’s internal research found that 95% of people had seen or at least heard of the original scene from When Harry Met Sally).
This is more than just a mayonnaise ad, it’s a statement. Hellmann’s cleverly taps into a film moment universally recognised for its over-the-top expression of pleasure, seamlessly linking it to the sensory joy of a truly great sandwich.
The performance is exaggerated but undeniably entertaining, ensuring it sticks in the minds of viewers. From a creative standpoint, it’s a sharp move. Nostalgia sells, and by borrowing from a beloved classic, Hellmann’s ensures instant familiarity and engagement. The execution is slick, with a vibrant, cinematic quality that elevates it beyond a standard food commercial. The playful exaggeration doesn’t take itself too seriously, making it fun, shareable, and easy to digest, just like a sandwich dripping in Hellmann’s.
The unexpected Sydney Sweeney cameo is a strategic play for younger audiences, reinforcing the intergenerational appeal of Hellmanns. With Sweeney delivering the legendary “I’ll have what she’s having” line, Hellmann’s nods to the film’s enduring pop culture status while ensuring the ad resonates beyond nostalgic Gen Xers.
Ultimately, it’s a win. Hellmann’s succeeds in making mayonnaise the hero ingredient, proving that sometimes, all it takes is the right condiment to turn a good sandwich into an unforgettable one.