Hit or miss: The week in ads

As 2024 takes a bow and the curtain rises on a brand-new year, it’s hard not to marvel at how advertising has become a mirror to our times. This year saw nostalgia-packed tributes, bold new collaborations, and stories that tugged at our heartstrings or tickled our funny bones. The last week of 2024 didn’t shy away from this trend—it brought us campaigns that celebrated the old, embraced the new, and occasionally, left us scratching our heads.

This week's lineup had something for everyone, from legacy brands highlighting their rich histories to quirky crossovers and emotionally driven narratives. However, not every ad can be a masterpiece; some strike the right chord, while others, despite their intentions, miss the mark. Let’s dive into the final ad campaigns of the year and see which ones ended the year on a high note and which ones fell short.

PNB MetLife ft. Smriti Mandhana: 265+ Years of Expertise

PNB MetLife’s latest campaign showcases the brand's 265+ years of experience, adding a touch of modernity with cricket star Smriti Mandhana. The ad juxtaposes her dynamic energy with the brand's legacy, building trust with its audience. It’s a seamless blend of credibility and charm, proving the old and new can coexist beautifully making it a hit.

Bambino Nostalgia Ad with Jr. NTR

In just 20 seconds, Bambino evokes a flood of childhood memories with Jr. NTR as the face of the campaign. The ad highlights Bambino’s heritage in Indian kitchens, combining nostalgia with the star’s widespread appeal. It's short, sweet, and sentimentally on point. A hit for us.

Tanishq Diamonds ft. Manisha Koirala and Sapna Pabbi

Tanishq leans into its style of emotional storytelling with a campaign that focuses on the beauty of relationships and personal milestones. Featuring Manisha Koirala and Sapna Pabbi, the ad is a celebration of individuality and love. Polished and poignant, it’s as timeless as the diamonds it advertises making it a hit.

Lemonn’s ‘Where Is Santa?’

This quirky holiday ad dives into the chaos of a Santa gone missing, leaving kids and adults alike in suspense. While it tries to deliver a fun Christmas twist, the plot feels rushed and lacks clarity. The humor is there, but the execution could have used more finesse, making it a subtle miss.

Duroflex’s ‘Tested by Relationships’

Duroflex highlights its durability and comfort through relatable vignettes of relationships—from siblings playfully fighting to couples compromising on sleep positions. The ad positions the mattress as a silent witness to life’s ups and downs. Its heartfelt and relatable, it’s comfort marketing at its finest making it a hit.

5 Star x Squid Game Season 2

A surprising crossover, this campaign features Squid Game-inspired chaos, where contestants are hilariously distracted by the chocolatey bliss of 5 Star. The quirky ad builds on the brand’s signature humor. Bold, bizarre, and brilliantly entertaining—a winner for fans of both brands and also the best ad of the week. It's a hit for us.

Bank of Baroda ft. Sachin Tendulkar

Sachin Tendulkar, a long-time ambassador, stars in the Bank of Baroda ad, which focuses on trust, reliability, and the bank’s commitment to customers. While it emphasizes dependability, the campaign lacks the spark to make it truly memorable. Its a miss, cause it's safe and sincere, but not groundbreaking.

Marico Beardo ft. Hrithik Roshan

Hrithik Roshan brings his signature charisma to Beardo’s latest campaign, showcasing confidence and style for the modern man. The sleek visuals and aspirational tone elevate the ad. It's classy and impactful, it’s grooming goals personified. It's a hit for us.

Canara HSBC Life Insurance: Perfect Plan for Your Promises

The ad weaves an emotional narrative around keeping promises, tying it to the brand’s financial planning services. It strikes a balance between practicality and sentiment, making a lasting impression. Thoughtful and persuasive, it’s a promise well-delivered hit ad.

Simply Fresh’s ‘Rakhe Irade, Fresh' Ads

Simply Fresh caps off the year with an innovative campaign centered around fresh produce and determined intent, “Rakhe Irade, Fresh”. The ad emphasises quality and a forward-looking vision, resonating with audiences. It's a wholesome and inspiring, it’s a breath of fresh air, a hit.

This week’s ads are a testament to how the industry bids adieu to a year while setting the stage for new beginnings. With hits outweighing the misses, these campaigns wrap up 2024 with hope, humor, and heart—exactly what we need as we step into 2025.