But being polarizing was the point. Former Mother executive creative director Martin Rose told ADWEEK that the brand aimed to spark conversation and create a “cult of fandom.” Despite the backlash, KFC’s U.K. sales were up 9% in the third quarter of 2025 – proof that it pays to stand out. – Brittaney Kiefer
14. Cheetos | “The Other Hand Font” by Goodby, Silverstein & Partners
Cheetos went viral with 2024’s “The Other Hand,” which introduced the concept that Cheetos snackers use their other hand to complete tasks while their dominant hand is covered in orange “Cheetle” dust.
This year, the brand leaned further into the mythology with “The Other Hand Font,” created entirely by the snack-free “other hand.” As you might guess, the font was a crudely drawn disaster, but that only added to the silliness. A parody video starring advertising legend Rich Silverstein, founder of Goodby, Silverstein & Partners, helped ensure the idea stuck. – Brittaney Kiefer
13. Rimas Music | “Tracking Bad Bunny” by DDB Puerto Rico
DDB Puerto Rico sent Bad Bunny fans down a rabbit hole with a marketing stunt to celebrate the launch of the artist’s sixth studio album, Debí Tirar Más Fotos.
“Tracking Bad Bunny,” for label Rimas Music, developed in collaboration with Spotify and Google Maps, saw the album’s track names strategically hidden across 15 of Puerto Rico’s most iconic locations. These were accessible only through GPS coordinates, which fans from 61 countries then used to virtually explore Bad Bunny’s homeland via Google Street View, transforming them from passive listeners into active cultural explorers.
The campaign earned over $40 million in earned media. It also scooped a Grand Prix at Cannes Lions. – Rebecca Stewart
12. Ikea | “U up?” by Rethink
If you’ve ever dated, you’ll know that a “U up?” text is loaded with saucy connotations. In February, Rethink and Ikea Canada put a cheeky spin on the phrase.
Just after Valentine’s Day, the brand began sliding into people’s DMs between 10 p.m. and 5 a.m., asking the simple question, “U up?” Some of those who responded received a free or discounted Ikea mattress.
