2023 is almost a wrap, and that means it’s time for our “best ads of the year” rankings. Whether they targeted humor, nostalgia, or good old fashioned puppy love, these ads left their mark on the video scene.
As we all begin reflecting on everything this year had to offer, now is the perfect time to highlight the brands that excelled at TV spots in 2023. Take a look at our top eight commercials of the year, and use them as inspiration as you begin planning your video content strategy for next year.
To compare this list to previous years, check out our past rankings: 8 Most Engaging Commercials of 2022, 8 Most Engaging Commercials of 2021, 8 Most Engaging Commercials of 2020.
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1. Progressive, “Interruptions”
Starting off strong, this Progressive ad hints at the idea that commercials are unwelcome interruptions during your favorite TV show or the latest football game. The ad features Flo, the fan-favorite Progressive spokesperson, trying to spread the word about Progressive’s bundling offer.
Despite the ad’s many interruptions, this commercial uses the perfect amount of humor to keep audiences engaged. It’s a great example of content that’s engaging but still informative—a great video production technique that can keep people engaged even in the area of waning attention spans.
2. NFL, “Run With It”
Super Bowl ads are the cream of the crop, and this NFL ad was one of the 2023 favorites. USA Today’s “Ad Meter” named this commercial the second-place winner, right after The Farmer’s Dog’s commercial (check that one out at #7 below!).
Despite the argument that the NFL shouldn’t need to advertise during its own biggest event of the year, this commercial was an exciting tribute to women athletes led by flag football legend Diana Flores. Add a surprise feature from Billie Jean King to keep you on your toes, and you have a recipe for the perfect big game ad.
3. Dunkin’, “Drive-Thru”
If you’d be surprised to see Ben Affleck behind the counter of your morning coffee run, you’ll get the allure of this Dunkin’ spot. Affleck is the brand’s number one fan as he takes drive-thru orders, making recommendations and throwing in “munchkins” (Dunkin’s mini donuts) for free.
Since Ben Affleck and Jennifer Lopez have revisited their ‘90s love story and gotten married, many fans also enjoyed Jennifer’s cameo on the other side of the drive-thru window. As long as you like Ben, Jennifer, coffee, donuts, or even drive-thrus, there’s something to appreciate in this ad.
4. Stella Artois, “The Artois Probability”
Did you know that Stella Artois has one of the oldest logos in the world, tracing its origins to the Den Hoorn brewery established in Leuven, Belgium, in 1366? This extensive history led Haroldo Moreira, a copywriter at the Buenos Aires-based agency GUT, to an intriguing hypothesis: “There’s a compelling likelihood that Stella Artois features in historical European artworks.”
Leveraging advanced algorithms, the team meticulously analyzed various paintings. Factors such as the painting’s date, geographical origin, the style of the glass, and the hue of the liquid were scrutinized and cross-referenced with Stella Artois’ comprehensive historical archives.
This campaign stands out for its ingenuity and appeal. It effortlessly engages the audience, enriching the brand’s narrative and artfully capitalizing on the burgeoning AI trend. The approach is not only clever but also imaginative, offering a fresh perspective on the intersection of art, history, and modern technology.
5. Allstate, “Mayhem: Promposal”
April and May are peak prom season here in the US, so it’s no surprise that Allstate launched this prom-themed ad to coincide with the end of the school year. Allstate’s common “Mayhem” character gets in the way of Kyle’s promposal, but Allstate’s home insurance coverage comes to the rescue.
Topical ads tend to have a short shelf life (this one didn’t air past the summer), but they can be especially effective when they’re done right. Catching viewers during a timely moment makes this ad especially memorable—and a tad nostalgic for all those who are reminiscing on their own prom experiences. That’s why it’s important to have a robust video marketing plan that incorporates both time-sensitive and evergreen content.
6. State Farm, “Color Commentary”
Sticking with the insurance theme, this State Farm commercial uses Reggie Miller to get ahead of “what ifs.” Miller wonders what it would be like to offer commentary on paint swatch selections, and the rest of the commercial follows his thoughts in the home improvement store.
While some audiences may not understand the commercial (especially those who aren’t familiar with Miller’s NBA career), this spot is a nice reminder that not every commercial has to appeal to every type of person.
7. The Farmer’s Dog, “Forever”
Get ready for the most heartwarming commercial on the list: this ad from The Farmer’s Dog, a pet food company, that follows a dog’s lifetime with its family.
Between the subtle nods to the passing of time, the perspective choice to show most clips from the dog’s eyes, and the widespread adoration we all have for our pets, this commercial was an instant favorite during the 2023 Super Bowl. It just goes to show that sometimes, simple, feel-good concepts can be winners.
8. Amazon, “Saving Sawyer”
Last but not least, this Amazon ad takes a different approach on the dog-forward theme. (Advertisers have clearly learned that audiences love dogs—and we’re not complaining!)
This ad is all about a dog’s fight for his family’s attention, which was all too familiar for many pet owners getting back to their regular schedules after the pandemic. Thankfully, it’s the perfect 90-second story with a happy ending: the dog is a cherished member of the family, and a new dog joins the mix as a lifelong companion. Everyone wins!
