Here’s a list of five campaigns that, according to the reputable Ad Age portal, prove that truthful storytelling, emotional authenticity, and local relevance remain the foundation of the most effective creative work:
- “18 Months” – Second Nurture
Agency: Klick Health
This six-minute stop-motion film, produced in collaboration with Zombie Studio, tells the true story of Danny Stewart, who found an abandoned baby in the New York subway in 2000. He later adopted the boy with his partner, Pete Mercurio.
Crafted with a blend of animation, archival footage, and puppetry, the campaign is a heartfelt message of support for the LGBTQ+ community during Pride Month. “18 Months” is a touching tribute to love, parenthood, and the universal question: What makes a real family?
- “Player Manholes” – Major League Baseball
Agency: Wieden+Kennedy Tokyo
MLB launched a unique art installation in Japan: decorative manhole covers, each honoring one of the 12 Japanese players currently playing in the MLB. The installations are accompanied by an augmented reality experience that brings the artwork to life via a mobile app.
This campaign combines cultural relevance, emotional connection to sport, and innovative media formats – showing how a brand can communicate globally while staying locally authentic.
- “The Best” – Klutch Athletics
Agency: Someplace
Klutch Athletics, a sportswear brand launched by sports agent Rich Paul in collaboration with New Balance, debuted its first campaign as a motivational manifesto. The spot tells the story of Paul’s humble beginnings in Cleveland and his rise to the top of the sports business.
Directed by Caio Guatelli, the campaign is both inspiring and sincere – a reminder of the power of authentic storytelling and brands that don’t copy, but instead create their own standards.
- “Little Fighters” – Huggies
Agency: Leo Chicago
This emotional and sincere campaign tells the story of Savannah, a nurse who was herself born prematurely and spent time in a NICU unit. Through tender imagery and a gentle tone, Huggies honors the battle fought by both babies and their heroes in white coats.
Directed by Ian Ruschel, the spot stands out for its honest approach and lack of sentimentality — delivering emotion without exaggeration.
- “Now Anybody Can Drive Like Somebody” – Volkswagen
Agency: Johannes Leonardo
Staying true to its brand of accessible luxury, Volkswagen uses humor and warmth to show that the new Tiguan isn’t just for the elite. Starring Timothy Simons (from Veep), the ad tells a charming, down-to-earth story about driving with personality.
With the slogan “Now anybody can drive like somebody”, the campaign is a brilliant example of how a brand can reach a broad audience without losing its core identity.
