The best ad campaigns of 2025 – hits, heartstrings and hilarities

There have been countless times where I’ve sat back after seeing an advert and asked myself ‘exactly what did I just see?’ But whether the ad was hilarious, heartwarming or completely baffling, they all had one thing in common: impact.

“Darling, hold my hand…” – Jet2’s meme moment

I know you can hear it – it’s reverberating around your mind. And I’ll hedge my bets and say it’s getting on every single one of your nerves? It’s everywhere, and love it or hate it, this iconic campaign has had quite the resurgence on social media lately!

For 10 years, we’ve been hearing Jess Glynne serenade us at the crack of dawn on those early morning summer holiday flights when we’re barely awake and yearning for the flight attendants to bring us a caffeinated beverage. Its icon status is sustained by its longevity, but why has this long-running campaign come to the forefront again in 2025? Ladies and gents…never underestimate the power of the meme!

The use of the song on platforms such as TikTok and Instagram has made this quite the trend. Users have created funny and relatable videos that contrast everyday situations or unexpected events against the song’s implied hope of a relaxing break to look forward to.

And even Jeff Goldblum got involved! The legendary American actor provided his own take on the meme as a Jeff2 holiday, much to the delight of his global fanbase. British humour is often nuanced, unique and can be misunderstood by other nations, but the joke of this resurgence has really hit the spot on a global level!

 

Here come the girls! A huge year for women in sport

2025 has been an incredible year for women in sport, hopefully with more to come! Their rise to prominence has been exemplified through the exceptional ad campaigns that have accompanied their campaigns for victory.

You can’t not start with the BBC’s official trailer for the Women’s Euro 2025. Sarina Wiegman’s Lionesses team recently triumphed in Switzerland to win the Euros for a second time in a row in a tournament that boasted record audience and viewer numbers. The fantastic stop-motion clay animation, akin to Aardman Studios, promoting the coverage was taglined ‘Names will be made’, and it certainly lived up to that!

The tournament’s profile has skyrocketed in recent years, and the ad celebrated some of the big names of women’s football, including England’s Lucy Bronze and Lauren James, Wales’s Jenny Fishlock, and the current Ballon d’Or holder, Spain’s Aitana Bonmatí. Big names, big notoriety, big budget and a big campaign, and who knows, maybe this played its role in roaring our Lionesses to victory?

UEFA Women’s EURO 2025 – Names Will Be Made – Official Trailer – BBC

 

Big names to carry the brand forward

Speaking of big names in sport, sportswear brand New Balance recruited some huge names in sport for its latest sales campaign, including:

• Coco Gauff, WTA world no. 2 (at time of writing)
• Sydney McLaughlin-Levrone, record holder and multiple Olympic medallist in the 400m hurdles
• Shohei Ohtania, baseball player for the LA Dodgers
• Cameron Brink, basketball player for the Los Angeles Sparks in the WNBA
• Bukayo Saka, footballer player for Arsenal
• Tyrese Maxey, basketball player for the Philadelphia 76ers
• Endrick, football player for Real Madrid

For universal appeal, you need to cover a lot of sporting disciplines – tick. Couple this with catchy audio that synchronises with the sport motion and sound – tick. Result – it’ll be stuck in your head for weeks and you’ll be highly impressed with the moves of these guys!

We Got Now | New Balance | 2025

 

Reprising the role

Ah, When Harry Met Sally, a 1980s romantic comedy classic beloved by many – including me! In an advert first broadcast at the 2025 Superbowl in the US, fans were delighted to see Hollywood legends Billy Crystal and Meg Ryan reprise their iconic roles as Harry and Sally to recreate that restaurant scene that had us all in hysterics – with Hellmann’s mayonnaise being the hero to make the sandwich too good for words!

And there was also a cheeky cameo from in-demand actress Sydney Sweeney, delivering that iconic line “I’ll have what she’s having”, to show how the brand crosses generations to still be a firm favourite.

It was clever, nostalgic and showed how a brand can stay relevant across generations.

When Sally Met Hellmann’s :30 – Super Bowl Commercial 2025

 

A fresh take on fresher clothing

Ariel has been a household staple since 1967, spending nearly five decades establishing itself as one of the most trusted detergent companies in the world. And how do you go about doing that, I hear you ask? You make your adverts appealing to every lifestyle, that’s how.

Whether you’re a marathon runner in training, getting down and dirty with the ground as a land labourer, got perpetually snotty nosed toddlers or simply have a shirt’s that’s been draped over ‘the chair’ for over a week…at some point, everyone needs to wash their clothes!

By using figureheads from different walks of life over the years, Ariel have been able to broaden their appeal while maintaining their relevance and brand trustworthiness. From the early 2000s and the grand heydays of tennis player Tim Henman to, more recently, the stunning TV presenter and mother Vogue Williams, who brought that softer maternal side to the brand and gently reiterated the ever-prevalent safety precautions.

Now in 2025, our footballing best pal Peter Crouch is getting involved in ‘The Big One’ campaign to promote Ariel’s larger detergent pods. As well as a humorous nod to Crouch’s 6ft 7in stature, Ariel aren’t just focusing on Crouch’s footballing legacy, but also on him in a home setting, and his mischievous antics to give the product personality as well as versatility and practicality.

Peter Crouch – Aerial Washing Detergent Pods (The Big One)

 

Has AI come to save us?

Contrary to the fear that AI might spell the end of humanity, mobile network O2 has shown how it can be used for good: by tackling the growing issue of phone scammers. Their latest campaign reveals that a staggering 7 in 10 Brits have been targeted by scammers, and it’s not just the older generation being affected.

Enter Daisy, an AI-generated granny designed to keep scammers talking for as long as possible. Because, as the campaign cleverly puts it: “If they’re talking to Daisy, they’re not talking to you.”

Blending humour with a serious message, O2 strikes the perfect balance in raising awareness about digital fraud. Daisy’s character not only brings the issue to life in a relatable way, but the ad also highlights how AI can offer innovative solutions to modern problems.

AI Scambaiters: O2 creates AI Granny to waste scammers’ time

 

All in the craft to drive home the message

Crisis UK, the homelessness charity, recently launched their Crisis 365 appeal to bring much-needed attention to the charity’s mission to help provide homeless people with support.

A serious message like this needs to be delivered in a sensitive yet impactful way, and Crisis UK hit the nail on the head with this one. The ad follows three individuals and their constant transitions between unstable accommodations – flickering rapidly between scenes to create a sense of unease and unpredictability that mirrors real life.

It’s an uncomfortable but necessary watch – and it does exactly what a campaign like this should: raise awareness and drive empathy.

Crisis 365 Appeal | The Months – 60 secs | Crisis UK

From laugh-out-loud moments and nostalgic throwbacks to powerful cause-led storytelling, 2025 has proven that great advertising is about much more than selling a product – it’s about telling stories that connect, entertain and inspire.

And as we look ahead, one thing’s certain: the best campaigns don’t just capture attention, they keep it.

What’s been your favourite ad campaign of 2025? What do you think makes an ad campaign successful?