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As 2023 draws to a close, Adweek’s annual roundup of the year’s best ads is a celebration of something that may seem simple: creativity.
But anyone who does creative work knows the struggle of it, the days that feel like drudgery—and how remarkable it feels to break through.
When we looked back on the work of 2023, there were numerous examples of that imagination and talent at play. It was hard to narrow them down, but here are some of our favorites. And here’s to everyone who gets down in the mud of creativity and uncovers some magic along the way.
20. Fiat | ‘Operation No Gray’ by Leo Burnett Italia
Fiat thinks gray cars are boring, and it did something spectacular about it. Olivier Francois, CEO of the Italian car brand, stated boldly: “Fiat will no longer produce gray cars.” He followed it up by getting into a Fiat in a sun-drenched piazza and being dunked into a giant can of sunburst orange paint. The ad, created by Leo Burnett Italia, found Francois talking about how Italy is a vibrant country, so a gray car has no place there. What made the stunt truly stand out was its authenticity—there was no CGI, just a 10,000-liter paint can, an auto executive, a pretty Italian Riviera town and a huge crane that lowered the Fiat 600 into the paint. Simple, rule-breaking genius. —Kyle O’Brien
19. Steak-umm | ‘DeepSteaks’ by Tombras
Only world leaders and Hollywood stars are targets of deepfake technology, according to prevailing wisdom. But what if everyday folks could be victims too? Steak-umm and its agency Tombras showed just how easy it is—using readily available, off-the-shelf tools—to manipulate language and doctor footage, seemingly turning vegans in its focus groups into carnivores. The PSA, called “DeepSteaks,” warns about the potential for AI to invade anyone’s life, while continuing the brand’s battle against misinformation in the digital age and backing its “100% real” positioning. The spot kicked off a consumer education push, gathering signatures to support the Deepfake Accountability Act and asking lawmakers to take action. —T .L. Stanley
18. Liquid Death | ‘F**k Whoever Started This’ (in-house)
Brands embraced negative reviews long before Liquid Death came along, but perhaps no product has wallowed in hater vitriol with as much joy and abandon as the brash line of canned beverages. In fact, there’s a cottage industry of “Greatest Hates” albums, recorded by Liquid Death’s famous musician friends with lyrics made up entirely of caustic feedback from social media. To promote the third record in the series, the brand dropped its first music video, “F**ck Whoever Started This,” sprinkled with Puritans, pitchforks, ‘80s-inspired dance pop and a 16.9-ounce tallboy burning at the stake. Demented, hilarious and totally on-brand. —T .L. Stanley
