On had already put goliaths like Nike and Adidas on high alert when it blew past them in the running shoe category. This year, its marketing defied category tropes as it strives to become a lifestyle brand with the help of ambassador Zendaya.
One result of the partnership is this retro-futurist, 70s-era space film, released in April to promote the Cloudzone sneaker and Studio Knit Bodysuit. In it, the actress goes on a mission through space to test her limits, alongside a tight-knit crew. The message: Confidence doesn’t just come from within, but also from the people in your squad. – Alison Weissbrot
17. Mountain Dew | “Kiss From a Lime” by Goodby Silverstein & Partners
Sometimes, to stand out on advertising’s biggest stage, you have to get weird. Longtime Super Bowl advertiser Mountain Dew has a history of that–look no further than 2016’s “Puppy Monkey Baby.” For its 2025 Big Game ad, the brand turned singer-songwriter Seal into a real seal parodying his hit song “Kiss From a Rose” as “Kiss From a Lime.” The Seal-seal hybrid serenades mascot Mountain Dude and singer and actress Becky G on a beach. Just strange enough to stick in your head. – Brittaney Kiefer
16. Cinnamon Toast Crunch | “Must CinnaDust” by The Martin Agency
Breakfast brands don’t usually get this dark. General Mills’ Cinnamon Toast Crunch broke the mold with an animated true-crime parody that recast its sugary squares as cannibalistic serial killers. The dark humor tapped into Gen Z’s love of absurdity and the popularity of the true crime genre. It continued a trend of other unhinged brand mascots like Pop-Tarts’ “Edible Mascot” or Gushers’ horrific “Fruitheads.” The ad upended expectations and cut through a cluttered, conventional category. – Brittaney Kiefer
15. KFC | “Believe” by Mother
KFC’s chicken cult was one of the most bizarre ads of the year. A man follows a golden egg to a lake of gravy, where he’s baptized and emerges as a piece of fried chicken. The spot certainly split public opinion: it sparked nearly 600 complaints to the U.K. advertising regulator The Advertising Standards Authority (ASA) from viewers who claimed it was blasphemous and glorified cults.
