Creative campaigns that love to make you smile.

Picking just a handful of favourite ad campaigns is hard.

There are so many brilliant ones out there, but I always find myself drawn to the ones that are clever, simple and just plain funny; the kind of ads that make you stop, laugh and immediately send to a friend saying, "Have you seen this?!".

The best campaigns often feel effortless, making you think, "Why didn’t I come up with that?" and honestly, that’s what makes them so good. So, here are a few standouts from the past 12 months that properly made me smile.

Michael Cera for CeraVe

Agency: Ogilvy PR

Michael Cera (the actor) was spotted wandering around New York with bags full of CeraVe moisturiser, handing them out, slapping his face on bottles and signing them for confused passersby. Naturally, social media went into overdrive, with people tagging CeraVe demanding to know what on earth was going on. Turns out, it was all part of a brilliantly weird PR stunt!

I’m already a fan of CeraVe (though sadly, I haven’t stumbled across a bottle signed by Michael… yet).

“Is it even a city?” for Visit Oslo

Agency: Newslab

This one made me laugh, especially because I have a few Norwegian friends (one of whom lives in Oslo). Instead of the usual over-the-top, everything-is-perfect holiday ad, this campaign takes the opposite approach. A completely unimpressed local gives a deadpan rundown of the city’s charms, barely mustering any enthusiasm. It’s dry, it’s hilarious and it’s basically a masterclass in ‘anti-advertising'.

Welcome to Melbourne – Specsavers

Agencies: TBWA/Melbourne, Specsavers

I love that “Should’ve Gone to Specsavers” is still going strong after 20 years! It’s one of those taglines that never gets old.

This time, Specsavers targeted exhausted travellers arriving at Sydney airport with a cheeky billboard that read: Welcome to Melbourne. Just imagine stepping off a long-haul flight, bleary-eyed and half-functioning, only to think you’ve landed in the wrong city. I’d have a moment of panic before realising it was a joke!

Nike’s Post-Marathon Struggles

Agency: Wieden+Kennedy Portland

Nike’s Stairs campaign is one that every runner can relate to. The ad shows post-marathon runners attempting to tackle stairs, soundtracked to Love Hurts by Nazareth. Simple, funny and so painfully accurate. If you’ve ever run a long distance and tried to walk down a flight of stairs the next day, you’ll feel this one.

Premier Inn gets a Gavin & Stacey makeover

Campaign by 72 Point

To celebrate the final episode of Gavin & Stacey (which aired on Christmas Day), a Premier Inn in Barry Island temporarily renamed itself ‘What’s Occur-Inn’. Honestly, it’s perfect.

The new sign was unveiled by a knock-off Nessa. It’s fun, it’s cheeky and it’s exactly the kind of stunt that gets people talking. I just wish they’d kept it up permanently!

Waitrose’s Wonky Billboard

Agency: Saatchi & Saatchi

Waitrose put up a deliberately wonky billboard to highlight their price drops, which was all good until Wandsworth Council mistook it for an actual safety hazard. They fenced it off to stop pedestrians from walking near it, completely missing the joke. The fact that the council got involved made it even funnier and turned the ad into an even bigger success. Accidental marketing win!

Great creative has the power to turn heads, spark conversations, and even make people fall in love with a brand.

At Bluesoup, we believe in the magic of great ideas and love creating creative campaigns that do exactly that. If you’re looking for a marketing agency that knows how to make you smile, we’d love to bring your next big idea to life. Let’s make something unforgettable together!