More than your typical channel promos, broadcaster Channel 4’s idents were a public art project capturing modern Britain. The spots, accompanied by spoken word narrated by British writer John Joseph Holt, were abstract and sometimes surreal interpretations of themes such as identity, love and the land. A stunning piece of craft by diverse creators from across the U.K., the branding ultimately conveyed a sense of optimism while standing up for human creativity in all its weird and wonderful forms. —Brittaney Kiefer
4. Tubi | ‘Interface Interruption’ by Mischief @ No Fixed Address
One of the biggest “gotcha” moments of the year happened during the Super Bowl. As people were watching the broadcast, many thought they had errantly sat on their remotes. Turns out, it was a promo for Tubi, the streaming service that had already aired a spot “Rabbit Hole,” which found aggressive bunnies pulling people down the proverbial rabbit hole. The 15-second spot that aired during the fourth quarter went in a different direction. What looked like the live feed of the game was interrupted by what appeared to be someone clicking through their Tubi menu. Considering the game was close, the ad had people yelling at their remotes. It was a touchdown for Tubi and its agency Mischief. —Kyle O’Brien
3. Apple Music | ‘Run This Town’ — Super Bowl 2023 (in-house)
All eyes were on Apple Music when it replaced Pepsi as the Super Bowl Halftime Show sponsor after the beverage brand’s decade-long run. Apple’s performer, Rihanna, stole the show with an act that doubled as promo for her Fenty Beauty line. Apple also built excitement head of the event by exploring the cultural impact of Rihanna’s music. Its short film, “Run This Town,” paid tribute to the singer’s childhood in Barbados—a beautiful ode to one of this generation’s most notable pop stars and the power of realizing big dreams. —Brittaney Kiefer
2. McDonald’s | ‘Grimace’s Birthday’ by Wieden+Kennedy New York
2023 was a standout marketing year for McDonald’s, with highlights including the 1980s-soundtracked “Raise Your Arches” and the “As Featured In” campaign highlighting the brand’s role in entertainment. But it was its revival of furry purple mascot Grimace that transcended traditional advertising and became part of pop culture. McDonald’s celebrated Grimace’s birthday with a nostalgic commercial, merchandise, 8-bit video game and a purple milkshake that unexpectedly went viral on TikTok. In McDonald’s second quarter earnings, CEO Chris Kempczinski partly attributed its 10.3% rise in U.S. sales to the Grimace effect. Milkshakes aside, the campaign demonstrated how the brand is deftly building loyalty with existing customers while also appealing to a younger generation. —Brittaney Kiefer
