Wow, 2025 was a wild ride for advertising, wasn’t it? Brands really went for it this year, showing us that being creative is kind of the whole point. As the year wraps up, we wanted to highlight some of the best advertisements 2025 had to offer, campaigns that really felt like they captured the moment. We hope you find some cool ideas here for next year. Happy holidays!
Key Takeaways
- Rhode Skin’s Peptide Lip Shape launch used a cool 90s vibe with popular faces, making a simple product feel like a must-have.
- Nike’s ‘So Win’ campaign felt more like a mini-movie, focusing on the hard work behind sports and including diverse athletes.
- Billie’s ‘Scratch and Sniff Pits’ campaign was a bold, old-school street marketing idea that got people talking.
- The Dove x Crumbl Cookie collaboration was totally unexpected and created a lot of buzz, proving that sometimes weird works.
- Gap and KATSEYE bringing back the 00s music video look tapped into nostalgia while feeling fresh and fun.
1. Rhode Skin: Peptide Lip Shape Launch
Okay, so Rhode Skin, Hailey Bieber’s whole beauty thing, dropped their Peptide Lip Shape collection back in January 2025. It was a big deal, adding lip liners to their already popular lineup. The whole campaign leaned hard into this 90s vibe, you know, with that ‘it-girl’ aesthetic Hailey’s known for. They even got Tate McRae and some other cool models to front it, really leaning into that ‘glazed Rhode girl’ look.
The marketing really played up the product’s flexibility and movement, tying it all together with those nostalgic 90s visuals. It felt pretty on-brand for Hailey and definitely spoke to what Gen Z is into right now. What was interesting, though, is how they handled the feedback. Rhode had some issues with shade inclusivity on a previous product, and they seemed to really try and get it right this time with the lip shapes, making sure it was more universal. They didn’t ignore the chatter, which is a smart move. Plus, they really let user-generated content shine, which always makes things feel more real and less like a polished ad.
Here’s a quick look at what made the campaign stand out:
- Aesthetic Storytelling: They nailed the visuals, blending movement and 90s nostalgia perfectly.
- Owning the Conversation: They didn’t shy away from user feedback, addressing past concerns about inclusivity.
- UGC Power: They let their customers do a lot of the heavy lifting in spreading the word, making it feel authentic.
Even with some mixed reviews about the product itself, the campaign definitely got people talking and looking.
2. Nike: So Win Campaign
Nike really hit it out of the park with their "So Win" campaign this year, especially tying it into the WNBA’s momentum. It felt like they captured the energy and dedication of these athletes perfectly. The commercials, which debuted around Super Bowl 59, featured a powerful voiceover from Doechii and showcased not just WNBA stars but also other incredible athletes like Sha’Carri Richardson and Sophia Wilson. It wasn’t just about the game itself; it was about the hard work, the grind, and the constant questioning these women face.
What made "So Win" stand out was its cinematic quality. These weren’t just quick ads; they felt more like mini-documentaries, focusing on the journey and the struggle. Nike managed to broaden their appeal by highlighting the effort behind the wins, making the stories more relatable without losing any athletic credibility. It’s a smart way to connect with a wider audience.
Here’s what we can learn from Nike’s approach:
- Go Cinematic: Treat your ads like short films. High-quality visuals and personal stories make a big difference.
- Focus on the Grind: Shift the spotlight from just the outcome to the process. This makes the narrative more inclusive and emotionally engaging.
- Layer Your Talent: Including athletes from different sports creates connections and helps the campaign reach various cultural groups.
This campaign really showed how Nike understands its audience and can create content that feels both inspiring and authentic. It’s a great example of how brands can build on cultural moments and make a statement that goes beyond just selling products.
3. Billie: Scratch and Sniff Pits
Okay, so Billie really went for it in 2025. Forget just posting ads online; they took over the streets of New York with these giant, interactive billboards. The whole idea was to let people literally scratch and sniff their new coconut-vanilla deodorant. It was a throwback to old-school marketing, but done in a totally fresh way. You know, back when ads weren’t just something you scrolled past.
They basically turned a product launch into a whole event. It wasn’t just about showing off a new scent; it was about making people stop, engage, and actually experience it. In a world where everything is digital, doing something physical like this really cuts through the noise. It makes you think about how brands can use more than just visuals to get noticed.
Here’s what made it work:
- Bold Move: They didn’t play it safe. Turning a deodorant into a street-level spectacle gave people something to talk about and share.
- Sensory Engagement: Using scent, not just sight, made the experience memorable. It’s a good reminder that engaging multiple senses can make a campaign stick.
- IRL Activation: In a hyper-digital age, these real-world experiences, when done creatively, can grab attention way more than just online ads.
It’s kind of wild to think about, but it definitely got people talking about Billie’s new product. If you’re curious about other brands that are shaking things up, check out Billie’s campaign.
4. Dove: Dove x Crumbl Cookie
Okay, so this one really made people scratch their heads at first. Dove, the brand known for its gentle soaps and real beauty campaigns, teamed up with Crumbl Cookie, the super popular, super decadent cookie chain. When they announced a line of body care products that smelled like Crumbl cookies, the internet basically exploded with questions. Like, seriously, who asked for a "Strawberry Crumb Cake" body wash?
But here’s the thing: it worked. This collaboration was less about making logical sense and more about creating a massive digital buzz. Crumbl Cookie was already huge, and by linking up, Dove tapped into that existing excitement. People who loved Crumbl cookies rushed to Walmart to grab these limited-edition items, and you know they posted about it on TikTok and YouTube. It was a wild idea, for sure, but it generated so much talk.
Here’s what we can learn from this unexpected pairing:
- Timing is everything: Crumbl was already a hot topic, and Dove jumped on that wave.
- Unexpected pairings grab attention: When brands do something totally out of left field, it makes people stop and look.
- Tap into existing fan bases: By partnering with Crumbl, Dove got instant access to a huge group of dedicated fans.
It might have seemed strange, but Dove and Crumbl Cookie definitely made a splash in 2025.
5. Gap and KATSEYE Brought the Music Video Back
Okay, so remember the early 2000s? The era of frosted tips, low-rise jeans, and music videos that were basically mini-movies? Well, Gap decided to throw it back with their collaboration featuring the girl group KATSEYE. It felt like a genuine throwback, but with a fresh spin. They totally nailed that Y2K music video vibe, complete with the fashion and the overall aesthetic that so many of us grew up with. It wasn’t just about selling clothes; it was about tapping into that wave of nostalgia and making it feel relevant again.
Here’s what made it work:
- Nostalgia Factor: They leaned hard into the early 2000s music video look, which instantly grabbed attention. Think bright colors, catchy tunes, and that signature pop-star energy.
- Authentic Collaboration: Partnering with KATSEYE, a group that embodies that pop sound, made the whole thing feel legit. It wasn’t just a brand slapping their logo on something; it was a creative partnership.
- Modern Execution: While the vibe was retro, the production quality and the way it was shared online felt totally current. They brought back an old format but made it feel new for today’s audience.
6. NYX Professional Makeup: NYX Fat Lip Oil x Big Fat Kiss Campaign
Okay, so NYX really went for it in early 2025 with their Fat Lip Oil launch. They teamed up with DraftKings for the Super Bowl, which, honestly, is a pretty wild combo. The whole idea was to get people talking about their shiny new lip oils, and they brought in Brittany Broski, who is just hilarious online, to help sell it.
This campaign was totally built for social media. It kicked off on Instagram and even included a contest where people could win cash by guessing who would score big during the game, all through DraftKings. Leading up to the Super Bowl, NYX flooded Instagram, YouTube, and TikTok with funny videos of Brittany acting like a sports commentator, talking about how NYX was getting ready for the real main event after the game: the ‘big fat kiss.’
It was a pretty big deal for NYX, being their first influencer-led campaign of the year. Even though it didn’t last long, there are some solid takeaways:
- Unexpected Team-Ups Work: The NYX and DraftKings partnership was totally out of left field, and that’s exactly why it got people’s attention. Mixing different categories, especially beauty and sports in a fun way, makes for great conversation.
- Let Influencers Be Themselves: Brittany Broski’s charm really shone because the content felt natural to her style – funny, energetic, and totally relatable to Gen Z. It’s smart to let your chosen personality shine in their own voice.
- Make it Scroll-Stopping: NYX designed this campaign to go viral. They used short videos, encouraged user content, and packed it with humor that works on social platforms. When people are scrolling fast, you need to give them reasons to pause and engage.
7. Heaven by Marc Jacobs: Heaven x Starface
Okay, so Heaven by Marc Jacobs and Starface teamed up, and honestly, it was kind of a genius move. Starface is all about those cute pimple patches, right? And Heaven by Marc Jacobs does that whole edgy, cool-kid fashion thing. Together, they dropped these limited-edition tattoo pimple patches. It was like they took skincare and turned it into a whole statement piece.
They really leaned into the Gen Z crowd for this one. The campaign photos and videos featured a bunch of people who are super popular with that generation, like Lil’ Uzi Vert and Beabadoobee. If you don’t know who they are, that’s fine, but their fans definitely do, and that’s what made the campaign pop online. It wasn’t just about slapping a logo on something; it was about tapping into actual subcultures.
What worked so well?
- The product itself was a bit out there. Pimple patches with tattoos? It’s not just about covering a blemish; it’s about making it a visible part of your look, which is totally something Gen Z is into.
- They got the right people involved. Instead of just picking random influencers, they went for artists and personalities who are actually shaping trends.
- The vibe was on point. They didn’t just post on Instagram; they posted in a way that felt authentic to both Heaven and Starface, and more importantly, to the people following them.
8. A24’s x Timothée Chalamet’s Marty Supreme Marketing
Okay, so A24 and Timothée Chalamet teamed up for something called ‘Marty Supreme Marketing,’ and honestly, it was kind of wild. It felt like they just threw a bunch of cool, slightly weird ideas at the wall and somehow, it all stuck.
Remember those blimps? Yeah, those were part of it. And the whole thing had this vibe that made you want to jump on a Zoom call, which, let’s be real, is a feat in itself these days. It wasn’t just about promoting a movie; it was like a whole performance art piece that happened online.
Here’s what made it stand out:
- Unexpected Collaborations: They didn’t just stick to the usual movie promo playbook. It felt like they were pulling in different cultural moments and people to make it feel fresh.
- Embracing the Absurd: A24 is known for its unique films, and this marketing campaign totally matched that energy. It was quirky, a little bit out there, and that’s exactly why people paid attention.
- Timothée’s Involvement: Having Chalamet at the center of it all, with his massive following, obviously gave it a huge boost. He’s got this way of making even the strangest things feel cool.
It was a masterclass in how to create buzz without just shouting about a product. They made us curious, made us laugh, and definitely made us talk. This campaign proved that sometimes, the most memorable marketing is the kind that doesn’t feel like marketing at all.
9. Reformation’s Nara Smith Campaign
Okay, so Reformation really hit the mark with their Nara Smith campaign this year. You know how sometimes influencer collabs feel a bit… staged? Like, everyone’s trying too hard to look perfect? Well, this one felt different. Reformation managed to tap into Nara Smith’s existing vibe, making it look super natural, which is honestly pretty tough to pull off.
They basically showed us that high-quality, branded content doesn’t have to feel like a commercial. It was all about capturing those real, everyday moments that Nara’s followers already love, but with that signature Reformation polish. It felt playful, authentic, and honestly, just really smart. It’s a good reminder that sometimes, leaning into what people already connect with is the best way to go. They didn’t try to reinvent the wheel; they just made the wheel look really good in a Reformation dress.
10. Overheard at Wimbledon: The Reality Show We Never Knew We Needed
Okay, so Wimbledon isn’t exactly known for its reality TV moments, right? It’s all strawberries and cream, polite applause, and very serious tennis. But in 2025, someone had the brilliant idea to just… listen. And what they captured was pure gold. It turns out, the real drama wasn’t just on the court, but in the hushed conversations and overheard snippets from the crowd.
This campaign basically turned the prestigious tennis tournament into an accidental docu-series. They didn’t need staged confessionals or manufactured rivalries; the genuine reactions and candid remarks from attendees provided all the entertainment. It was a masterclass in finding the extraordinary in the ordinary, proving that sometimes, the best content is just real life unfolding.
Here’s what made it work so well:
- Authenticity: No actors, no scripts, just people enjoying (or critiquing) a tennis match. This raw honesty is what grabbed people.
- Relatability: Hearing fans discuss the game, the players, or even just complain about the price of Pimm’s felt incredibly familiar.
- Surprise Factor: We expect polished broadcasts from Wimbledon, not candid soundbites that feel like they belong on a gossip show. That unexpectedness was key.
It was a smart move that tapped into our collective fascination with eavesdropping and the behind-the-scenes buzz of major events. They didn’t just sell tennis; they sold the experience of being there, complete with all the unscripted moments we secretly love.
Wrapping It Up: What 2025 Taught Us
So, that’s a wrap on our look at the top ad campaigns from 2025. It was a year where brands really went for it, trying out new things and showing us what creativity can do. From funny moments to just being real, these campaigns proved that standing out means being bold and maybe a little bit weird. As we head into 2026, let’s take these ideas and run with them. Here’s to another year of awesome marketing!
Frequently Asked Questions
What made the Rhode Skin campaign stand out in 2025?
Rhode Skin’s campaign for their Peptide Lip Shape launch used cool visuals that mixed sporty looks with 90s vibes. They featured popular young stars, making their lip liners seem like a must-have item for anyone wanting that ‘glazed’ look.
How did Nike’s ‘So Win’ campaign connect with people?
Nike’s ‘So Win’ campaign showed powerful stories of female athletes, focusing on their hard work and struggles, not just their wins. It felt like a mini-movie and made people feel inspired by the athletes’ journeys.
What was unique about Billie’s ‘Scratch and Sniff Pits’ campaign?
Billie put up big ‘scratch and sniff’ posters on the streets of New York to let people smell their new deodorant. It was a fun, old-school way to get attention and show off their product in a memorable way.
Why was the Dove x Crumbl Cookie collaboration surprising?
Dove teamed up with Crumbl Cookie to make body care products that smelled like cookies. It seemed a bit strange at first, but it got a lot of attention online and made people curious enough to try the products.
How did Gap and KATSEYE bring back the music video feel?
Gap worked with the group KATSEYE to create an ad that looked and felt like a music video from the early 2000s. It brought back a sense of nostalgia for many people while still feeling new and exciting.
What made the NYX Fat Lip Oil campaign successful?
NYX’s campaign for their Fat Lip Oil used a popular online personality, Brittany Broski, and tied into the Super Bowl with a fun contest. They created short, funny videos perfect for social media that got people talking about their lip glosses.
