1. The Barbie Movie

Is there any doubt that the Barbie campaign dominated 2023? As one Twitter user aptly noted, “The devil works hard, but Barbie’s marketing team is INSANE.”

If you felt the promotional frenzy ahead of the movie's July launch was overwhelming, you weren’t mistaken.

Explore the extensive promotional visuals, licensing agreements, and stunts that built excitement. From a real-life Barbie Dream House to video game collaborations and an array of Barbie-themed products (ranging from Crocs to Prada) to innovative paid media strategies.

Let’s be clear: we celebrate the marketing for the film. The movie itself transcends being merely “an ad for the doll.” (Kudos to Mattel for allowing Gerwig and her team creative freedom to craft a film that stands apart from its promotional roots.)

2. Oatly

What kind of brand do you represent? One that tries to suppress negative feedback, or one that embraces it, even creating a dedicated section on your website for critical comments?

Oatly embodies the latter approach.

This delightfully audacious tactic by the oat drink brand is an idea that few clients would approve—a celebration of consumer disdain directed towards them. Hats off to Oatly.

Visit their website to witness it for yourself and read more about the concept.

3. Chipotle

This is arguably the most impressive email marketing campaign I’ve ever encountered.

Chipotle leverages its Rewards Loyalty Program to engage customers and share tailored offers based on order history and preferences. However, getting recipients to engage with emails can be challenging.

By analyzing transaction data, Chipotle (with agency GALE) discovered instances where two individuals ordered the same item within two minutes at different locations and sent them both a “Chipotle Doppelgänger” email to highlight this quirky coincidence.

In the first month alone, they sent out 466,000 Doppelgänger emails, achieving an open rate 44% above the benchmark, a click rate 176% above the benchmark, and generating $4.8 million in revenue. The campaign has won numerous well-deserved accolades.

Check out the case study—you won’t regret it.

4. Apple

As expected, Apple delivered some of the year's best advertisements. (The latest in their “Underdogs” series solidified its place as one of the greatest product demo series ever.)

My favorite from them this year is a visually striking metaphor for their new AirPods, showcasing their ability to “quiet the noise.” The cover of the Pixies’ song is a perfect touch (and a clever nod to the advertising world, which has long used the original track as material for parody). Great work from TBWAMedia Arts Lab and Megaforce.

Watch the ad and learn more about the campaign.

5. McDonald's & DoorDash

I adore this clever and visually striking outdoor campaign by DoorDash and McDonald's Canada. “Faster Food” (crafted by agency No Fixed Address) illustrates the intersection of McDonald's menu and DoorDash's speed. The strategic placement in train stations and other transit areas reinforces the concept of movement. The resulting minimalist boards are as ingenious as they are beautiful.

Explore the outdoor campaign and read more about it.

6. Liquid Death

Every year, Liquid Death rolls out numerous outrageous stunt activations, which can lead to their boldness being taken for granted. However, this year we loved their K-tel-esque (look it up, kids) Greatest Hits album of NSFW pop songs inspired by internet backlash against the brand. (That’s a sentence I never anticipated writing, which underscores its brilliance.)

While similar to Oatly's approach of embracing negative feedback, this one is much more musical.

Check out the album teaser ad and the first music video. Read about the campaign.

Also, this analysis of Liquid Death’s creative strategy is worth a look.

7. PUMA & NOAH

Collaborations in apparel are common, but how do you stand out? With nudity! And humor. PUMA and NOAH produced a visually striking video featuring a unique take on tennis interruptus. Extra credit to the writer who persuaded them to fully embrace the “winning streak” pun.

Watch it, read about it, and shop the collection.

8. Island Wide Realty

Local commercials can be gems (Rhett & Link have created some memorable ones over the years). Yet, major ad agencies often charge exorbitant fees for local campaigns. This past fall, however, Ogilvy produced a commercial for a Staten Island realtor.

It’s noteworthy that large agencies, which once pursued non-profit “purpose” projects to flex their creative muscles (and collect awards), are now so inundated with feel-good campaigns that they're willing to lower their rates just to make a straightforward, humorous TV ad. And this one is genuinely funny.

Watch it and learn about the motivation behind it.

9. Marvis

Marvis, the Italian toothpaste brand, offers an unexpected twist—animated nudity isn’t commonly seen in American toothpaste commercials, nor are firefighters in garters. Yet, this delightful and surprising advertisement (from agency LePub) is the most unforgettable dental care ad we’ve encountered.

Watch it. (The ten-second spots are delightful, too.) Read more about it.

10. Yorkshire Tea

You can almost envision the brief: “Young people aren’t drinking tea!” In response, Yorkshire Tea (with agency Lucky Generals) crafted a dance floor anthem to position tea as a must-have accessory for summer holidays. Absurd, yet executed with such charm and wit that it works. “Let’s get lightly caffeinated” might just be the best call-to-action we’ve heard this year.

Watch the video and learn more about the campaign.

11. Huggies

Huggies (along with agency Quality Meats) launched a music-driven campaign celebrating the diverse nature of baby bottoms. The charming “We got you, baby” initiative is set to appear across virtually every channel imaginable—Spotify, Pandora, radio, TV, print, digital, social media, influencers, and PR. Now that’s a comprehensive media strategy!

Check out the lyric video and two spots, and read more about the campaign. Don’t miss the children’s book they released as well.

12. Etsy

Etsy (and agency Orchard) crafted my favorite holiday campaign this year. It reflects a smart insight (some individuals are notoriously hard to shop for), but the resultant work doesn’t draw attention to its strategy. Instead, it embraces a creative idea—using the “Mission Impossible” theme in a way that we’ve never seen before in advertising. It’s a memorable campaign that positions the brand as a solution to challenging gift-giving dilemmas.

Watch Tim, Dad, Twins, and Niece. Read about the campaign.

13. Mailchimp

Occasionally, I come across an advertisement and think, “D’oh! I wish I’d thought of that!” This Mailchimp ad introduced a delightful new term that evokes envy: “clustomer.” It’s a charming metaphor illustrating the brand’s main advantage: reaching your target audience with more personalized messaging. Absurdist B2B advertising at its finest!

Watch it and read about the campaign, including behind-the-scenes insights.

14. Monopoly

We’re a family that enjoys board games! Thus, the “All is Fair” campaign for Monopoly (from Hasbro and The Martin Agency) holds a special significance for me. The playful ads highlight the ruthlessness of board games without resorting to any “family fun” clichés. There are villains among us! Watch out for young landlords and grandmas who pilfer cash.

View “8-Year-Old Landlord” and “Grand Theft Nai Nai.” Read about the campaign.

15. Ore-Ida

One of the creatives involved in this whimsical film for Ore-Ida summed it up perfectly: “Sometimes, if you’re very lucky, you get to create a two-minute opera about frozen potatoes that features a picnicking werewolf couple, a talking tree grappling with his artistic insecurities, and a potentially disastrous meteor shower.”

Kudos to the team that took the brief for “frozen fries” and produced something entirely unexpected.

Watch it and read about it (the 15-second spots are also delightful!).

What Are Your Thoughts? Did we overlook your favorite marketing campaign of 2023? Please leave a comment below, share a link, and let us know your favorites. We’d love to see them.

If you’re eager for even more, here’s everything that captured our attention in the first half of 2023, and here’s what impressed us in the second half. Don’t forget to check out last year’s favorites.

About the Author John Kovacevich is a creative director and the founder of Agency SOS. He sends out a weekly email featuring three pieces of creative inspiration for modern marketers. Subscribe if you’re interested.