AdMiration’s top 20 ads of 2025

It’s that time of year again! Time to celebrate the top ads we've researched through the year.

To create our list of the top 20 ads, we combined the sales and brand impact scores of each ad we researched this year in the US. That means that each of the ads on our list are ads that do a great job of driving sales and brand equity into the longer term. 

Scroll to the bottom to get to the best of the best, and don’t miss our summary of the themes we saw across all the ads at the end of this article.

Without further ado, let’s get into the rankings!

20. Skecher’s - “Scary Fast”

Kicking off our countdown, this hilariously spooky spot from Skechers tells the tale of a group of zombies that can’t keep up with a group of teens — that is, until they try out the new Skechers sneakers. 

What worked:

This spot did a great job at not only entertaining viewers but also communicating the key benefits of their product in a humorous, engaging way that was perfectly tied to the Halloween season!  

19. M&M’s - “Horrific & Delicious”

Classic M&M’s humor meets Halloween chaos in this spot, as Orange, Yellow and Green M&M’s characters watch a scary movie — that ends up just being a baking show special for M&M’s Halloween cookies. 

What worked:

People knew this could only be an ad for M&Ms once they saw three of their brand mascots appearing on screen! And even though it was a short spot, the brand did an excellent job at establishing the connection between M&M’s and Halloween with the scary movie theme.

18. Nerds - “Unleash Your Senses”

Featuring Shaboozey strolling down a street in New Orleans, this Super Bowl ad shows the world of Nerds come to life as soon as Shaboozey takes a bite of some Nerds Gummy Clusters and begins to sing “What a Wonderful World,” with bright colors, “living” nerds and a giant gummy joining in song. 

What worked:

The use of nostalgia, music and a trending celebrity resulted in a wonderful ad for Nerds! And with Nerds Gummy Clusters filling the color-filled streets, viewers couldn’t help but remember who the ad was for.

17. Lay’s - “The Little Farmer”

This heartfelt Super Bowl ad follows a determined young girl who sets out to grow her own potato. From rainstorms to grasshoppers to nights in a nearby tent, the girl keeps watch to protect her little spud. In the end, she proudly adds her fully grown potato to the massive load on a Lay’s truck — with the message that they use real potatoes on family farms across America.

What worked:

Audiences were hooked on the perfect storytelling, with many noting how wholesome and family-oriented it was. People specifically referenced the sourcing from local, American farms, which matters to them and made them feel warm towards the brand. 

16. Pantene - “Country Fried Hair”

Pantene uses country, humor and fabulous hair shots to address hair damage caused by heat styling in this spot starring country music star Kelsea Ballerini. 

What worked:

This spot from Pantene does a great job at reminding consumers of their legacy, while smartly introducing their celebrity spokesperson in a fun, playful way — embedding the trending “country lifestyle” that’s sweeping America in a way that seamlessly works for their brand and the new product line they’re promoting. 

15. L.L.Bean - “Invited to the Holidays Since 1912”

This spot leans into heritage, positioning L.L.Bean as a long-standing part of American holiday traditions through found footage and photographs over the years — ending with the reminder that L.L.Bean has been “Invited to the Holidays Since 1912.”

What worked:

L.L.Bean keeps it simple in this spot, showing how the brand has been a part of our lives for over 100 years. Audiences love the warm and homey feelings in the ad and say it reminds them of their own families. It’s a simple idea, executed beautifully and authentically. 

14. NFL - “It Takes All of Us”

This heartwarming Super Bowl ad shows football players speaking to groups of kids across New Orleans to support, inspire and tell them that they are somebody, no matter what they look like or where they come from. The ad helps shine a light on the NFL's ongoing dedication to supporting programs that positively impact the lives of kids everywhere. 

What worked:

This ad had viewers feeling strong emotions right from the start, particularly eliciting very strong feelings of love. This spot helps showcase the power of love and strong emotional connection versus humor and uses celebrities to deliver a positive message to such a precious part of our world: the kids.   

13. Keurig - “Great Coffee Without the Grind”

Keurig uses real consumer truths (and humor) to highlight the convenience of K Cups as the ultimate luxury during busy mornings. The ad clearly positions the brand as an easy way to enjoy quality coffee without the effort — or the pants.

What worked:

This ad did an excellent job at presenting a common problem and positioning their brand as the solution in an engaging way. In this case, Keurig took note of annoying coffee shop drive-thrus experiences, resonating with consumers and entertaining them with such a relatable pain point that they stayed engaged as the ad progressed.

12. Stella Artois - “David and Dave” 

This Super Bowl ad tells the tale of David Beckham discovering he has a twin brother in America called “Other David” over a pint of Stella Artois with his parents. Naturally, when Beckham travels over to meet “Other David,” who turns out to be Matt Damon, the two bond over similarities, including the fact that they can both kick — and they both drink Stella Artois. 

What worked:

The classic combination of celebrities and humor in the Super Bowl! While this is a classic combo for the big game, what guaranteed its success was that Stella Artois made sure the story revolved around their brand. Viewers found the jokes in the ad — especially the dig at Ben Affleck and Matt Damon’s football kick — to be hilarious, but the two finding common ground in their love of Stella Artois helped land the branding.

11. Dove - “Change the Compliment”

As usual, Dove challenges traditional beauty compliments in their ad by encouraging praise that goes beyond appearance. The message reinforces the brand’s long-standing commitment to self-esteem and confidence.

What worked:

People loved the message this ad was championing! And viewers knew it could only be an ad from Dove, from the inclusion of real footage to the emotional storytelling, and of course, the empowering message for young girls — proving that with a well-established and consistent brand platform, you don’t have to rely on your brand’s role in the heart of the story for people to know it could only be an ad for your brand.

10. Dunkin’ - “The Little Holiday Munchkin”

This ad tells the story of a little munchkin that is forgotten until a small child picks it up and deems it “the best bite of all.” Narrated in rhyming couplets by Mindy Kaling, the ad reminds us to find joy in the little things, ending with “Sometimes the smallest part is the best part.” 

What worked:

This ad takes people through a journey of emotions — surprise, sadness, laughter and love. People really appreciate the animation style and rhyming narration, which help the ad stand out, and they love the family enjoying munchkins together at the end. The ad is festive, heartwarming and sweet and totally Dunkin’!

9. Miller Lite - “Legendary Stories”

This spot celebrates everyday legends and the stories that have unfolded over a beer — specifically Miller Lite. Using found footage and photos, Miller Lite leans into nostalgia, legacy and relatability to reinforce its place in social moments.

What worked:

Nostalgia and found footage was a big hit this year! This spot from Miller Lite did a great job at celebrating a milestone (50 years!) while still making it about their audience, tapping into nostalgia and reminding people of the good times they've had while having a Miller Lite.

8. Budweiser - “First Delivery”

Bringing back the brand’s iconic Clydesdales, this Super Bowl ad delivers a heartfelt origin story that traces a young Clydesdale's first-ever delivery, rooted in tradition and determination. 

What worked:

The beautiful storytelling, music and visuals create a heartwarming and touching ad with a universal story that appeals across generations. 50% of people spontaneously said that the Clydesdales made them realize the ad was for Budweiser and viewers praised the determination of the baby Clydesdale. The result is an all-around great ad people love.

7. LEGO - “Is It Play You’re Looking For?”

LEGO blends humor and imagination to remind adults and kids alike that play has no age limit, as a little sister tries to get her older brother to play again, with the help of a massive chorus of recognizable LEGO minifigures and a reworked version of Lionel Richie’s “Hello.” 

What worked:

People love the song and the singing LEGOs, and they found it sweet and heartwarming to see a family come together to play — especially at Christmas. And thanks to the LEGO minifigures, this ad really stands out and is very well-branded. 

6. Crayola - “Blue Christmas”

This ad brings us the story of a little girl who discovers that dogs can’t see the colors red or green, which means her dog can’t see any of the household’s holiday decorations! She enlists the help of her family — and her Crayola crayons — to create new holiday decorations completely in blue so her dog can enjoy the holidays too.

What worked:

Audiences find the story heartwarming and sweet and they appreciate the feelings of togetherness and inclusion at Christmas. It’s a touching family moment of love and kindness that especially resonates this time of year.

5. Coca-Cola - “Holidays Are Coming”

The iconic Coca-Cola trucks signal the official start of the holiday season once again. With familiar music and imagery, the ad reinforces Coke’s long-standing role as a symbol of shared holiday moments.

What worked:

The ad is incredibly distinctive and very well branded — there’s no mistaking that this ad is for any brand but Coca-Cola. There might have been some controversy in the industry about the use of AI, but overall audiences love it.

4. Planters - “Nuts About the Holidays”

Set to the tune of Tchaikovsky’s “March” from “The Nutcracker”, Mr. Peanut returns in a festive, playful spot that celebrates holiday chaos and togetherness in the Planter’s factory. The ad positions Planters as a lighthearted staple that fits naturally into seasonal snacking moments.

What worked:

“Nuts About the Holidays” really stands out and people loved the combination of holiday music paired with engaging visuals. In fact, love is the dominant emotion from start to finish. It’s an ad we can watch over and over again and could easily become a holiday classic! 

3. Tootsie Pop - “How Many Licks”

A modern refresh to Tootsie Pop’s most famous question, this ad leans into nostalgia while reminding viewers of the brand’s cultural legacy. It proves some brand stories don’t need reinvention — just reintroduction.

What worked: 

While it can be tempting to do a major rebrand in the hope of reaching new generations, this ad from Tootsie Pop proves that consistency and timelessness can work if you have a great idea to start with and the patience to stick with it and evolve it.

2. The Farmer’s Dog - “The Jump” 

Second on our list is a simple, emotional story centered on the joy dogs feel when they’re truly healthy. This ad uses a single, memorable moment fueled by a great soundtrack to link the brand’s fresh food with better energy and quality of life for pets.

What worked: 

This ad simply exuded love from viewers, from setting the scene with the dog running free and the music, to a major peak of love as the dog leaps into the water and ending with another peak of love when one of the kids copies the leap — overall a fantastic job at telling the story of the beautiful connection between dog and owner.

1. Jack Daniel’s - “What Makes Old No. 7”

Finally, the number one ad on our list of top ads comes from Jack Daniel’s! This spot pulls back the curtain on the craftsmanship behind Jack Daniel’s most iconic whiskey. Through a blend of heritage storytelling and modern visuals shot mostly in black and white, it reinforces that consistency, patience and process are what make Old No. 7 timeless.

What worked: 

This ad is a wonderful display of the power of nostalgia and togetherness within advertising. It does a great job conveying Jack Daniels’ legacy, while also showing how stories connected to your origin and product truths will always  be well connected to your brand.

We saw a lot of common themes among the top ads this year. Here’s the some of the ones that stood out: 

1. Emotion-forward storytelling  

Many of these ads put emotion first, using simple but compelling stories to create impact and make people feel something. 

Warmth and nostalgia show up repeatedly, whether it’s Jack Daniel’s and Budweiser leaning into heritage, Coca-Cola and L.L.Bean signaling the start of the holidays and tradition or brands like LEGO, The Farmer’s Dog, Miller Lite and Tootsie Pop tapping into familiarity and comfort. Other ads focus more on human connection like family and togetherness, as seen in Lay’s, Dove, NFL, Crayola and Dunkin’s ads. 

In each case, the emotional hook makes the brand feel relevant to real life, not just the moment on screen.

2. Distinctive brand assets

This list is packed with iconic brand cues! 

From Coca-Cola’s trucks and Budweiser’s Clydesdales to Tootsie Pop’s owl, M&M’s characters, LEGO bricks and Nerds clusters, these ads rely on instantly recognizable cues so the brands being advertised don’t get lost.

Even subtler assets, such as Jack Daniel’s black-and-white aesthetic, Dunkin’s pink and orange, Mr. Peanut or Dove’s long-standing purpose-led messaging, help reinforce brand identity without heavy explanation. 

3. Humor and playfulness

Humor also plays a big role in making these ads enjoyable and memorable. 

Some lean fully into silliness and absurdity, like M&M’s, Stella Artois, Skechers, Nerds and Pantene, while others use lighter humor to keep things engaging, such as Tootsie Pop and Keurig.

Even when the jokes aren’t laugh-out-loud funny, the playful tone helps brands stand out in cluttered moments like the holidays or the Super Bowl and makes the ad feel more watchable.

4. Great music

Music is a key emotional driver across many of these ads. Whether it’s soft and sentimental or bold and energetic, the soundtrack often sets the tone before the story fully unfolds. 

Ads from The Farmer’s Dog, Planters, Budweiser, Lay’s, Coca-Cola, LEGO, Miller Lite, Nerds and Keurig all use music to deepen emotional impact and make the moment stick.

In many cases, the music becomes inseparable from the ad itself, helping cue nostalgia, warmth or excitement almost instantly.

5. Brand history

Several brands also leaned into their longevity to build credibility and trust with audiences. 

Jack Daniel’s highlights its 160-year commitment to craft, L.L.Bean reminds viewers it’s been part of holiday traditions for over a century and Miller Lite celebrates 50 years of shared moments. Budweiser and Pantene similarly anchor their stories in long-standing purpose and consistency.

Rather than feeling outdated, these nods to history reinforce authenticity — especially when paired with modern storytelling.

6. Presenting the product as a hero to solve a relatable problem

Some ads clearly position the product as the solution to a relatable problem. 

Pantene tackles damaged hair head-on, Keurig simplifies busy mornings and Skechers exaggerates performance benefits in a fun, festive way.

These ads balance storytelling with product messages, ensuring the viewer walks away understanding not just how the ad made them feel, but why the product matters.

7. Timed for seasonal moments 

Timing plays a major role across this list, with many ads designed for high-attention moments like the holidays or the Super Bowl. 

Winter holiday ads from Planters, Coca-Cola, Crayola, LEGO, L.L.Bean and Dunkin’ tap into shared rituals and traditions, while M&M’s owns Halloween with humor.

And Super Bowl spots from Budweiser, Stella Artois, Lay’s, Nerds and the NFL lean into community, spectacle and cultural relevance.

8. Championing social causes

Finally, two of the ads stood out for authentically championing social issues. 

Dove’s focus on body confidence and girls’ self-esteem is credible because it’s rooted in decades of brand action, while the NFL’s message around community and inclusion reflects an ongoing effort to shape its role beyond the game.

In both cases, the cause resonates because the insight is emotionally grounded and clearly aligned with the brand’s identity — not just added for attention.

That’s a wrap for this year’s AdMiration! From tapping into emotional storytelling and seasonal moments to presenting products as the hero to making great music choices and more, these ads all leaned into key elements and moments to help them stand out from the crowd. 

What did you think? And which ad was your favorite? Let us know by interacting with our coverage of the top ads on LinkedIn.

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