8. Canal+ | ‘The Secret of Wakany’ by BETC Paris
Anyone who’s binged a TV show knows the crushing disappointment of a lackluster ending. French broadcaster Canal+ brought this feeling to life in a hilarious depiction of a couple who become obsessed with a fantasy series called The Secret of Wakany, which has notes of Game of Thrones—a show notorious for its unsatisfying conclusion. In an ad as immersive as the fictional series itself, the world of Wakany takes over the couple’s life for an entire decade, and the finale is a nationally anticipated event. But when it turns out the story was just a dream, the passionate pair are so outraged that they destroy their series memorabilia. As the ad aptly puts: “It’s never just entertainment.” —Brittaney Kiefer
7. Tinder | ‘It Starts With a Swipe’ by Mischief @ No Fixed Address
Tinder has been courting Gen Z daters as it tries to overhaul its image as just a hook-up app. In a world fatigued by online dating, Tinder’s first global campaign instead positioned the platform as a facilitator of meaningful connections, while still acknowledging the nuances of modern dating culture. The resulting ads feel authentic, warm and lighthearted, showing daters who end up keeping a toothbrush at their partner’s place or shopping for bedroom furniture together—the ultimate sign of commitment. Notably, the campaign has so far paid off for the brand, too: Owner Match Group credited “It Starts With a Swipe” with increasing Tinder’s user sign-ups, particularly among women and young people. —Brittaney Kiefer
6. Ikea | ‘Proudly Second Best’ by David Madrid, Ingo & Ogilvy
Avis used to state in its ads, “When you’re only No. 2, you try harder.” With “Proudly Second Best,” Ikea turns that concept into a sweet ode to parenting. In the campaign, a few of its popular baby items are featured briefly until the camera pans to contented parents cradling their young children, teaching and interacting with them in loving ways. The ad acknowledges there’s no place a young child would rather be than with their family, which means the Ikea products can remain momentarily unused and there when needed. —Kyle O’Brien
