Creative campaigns that love to make you smile.

Picking just a handful of favourite ad campaigns is hard.

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

The best advertising often feels effortless the kind of marketing idea that makes you think, “Why didn’t I come up with that?” And honestly, that’s what makes them so good. Here are a few standouts from the past year that properly made me smile and stuck in my mind long after.

Michael Cera for CeraVe.

Agency: Ogilvy PR

Michael Cera (yes, that Michael Cera) 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. It was all part of a clever PR campaign that blurred the lines between brand reality and parody.

I'm already a fan of CeraVe (though sadly, I haven’t stumbled across a bottle signed by Michael… yet). This one stood out for its originality and the way it managed to drive conversation without feeling forced, a great example of marketing with its own voice.

“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 typical, polished tourism commercial, this advertising campaign flips the format completely. A totally unimpressed local gives a deadpan rundown of Oslo’s ‘charms’, barely mustering any enthusiasm.

It’s dry, it’s hilarious, and it’s basically a masterclass in anti-advertising. The “even a city?” line has now become its own tagline and meme in some corners of the internet. Brilliant stuff, especially when it comes to breaking through a crowded ad landscape.

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 now iconic slogans that never gets old. This time, Specsavers targeted bleary-eyed travellers landing at Sydney Airport with a huge billboard that read: “Welcome to Melbourne”.

Just imagine stepping off a long-haul flight and briefly questioning whether you’re in the wrong city. It's such a fun, simple gag one that leaves a lasting impression on anyone who sees it (or shares it). Proof that a strong brand message doesn’t need to shout it just needs a clever placement and great timing.

Nike’s post-marathon struggles.

Agency: Wieden+Kennedy Portland

Nike’s “Stairs” ad campaign is one that every runner can relate to. It shows post-marathon athletes trying to walk down stairs, set to Nazareth’s “Love Hurts”. That’s it. No overthinking. Just a raw, hilarious truth that any long-distance runner will feel in their bones.

This campaign works because it taps into shared experience no gimmicks, no flash. Just relatable storytelling, executed with total creative confidence.

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 Nessa lookalike, and the stunt lit up social media overnight. It’s one of those brand moments that feels perfectly timed and completely on point for the audience. I just wish they’d kept it up permanently imagine walking past that every day?

Waitrose’s wonky billboard.

Agency: Saatchi & Saatchi

Agency: Saatchi & Saatchi

Waitrose put up a deliberately wonky billboard to highlight their price drops all good fun until Wandsworth Council mistook it for a safety hazard. They fenced it off to stop pedestrians getting too close, completely missing the joke.

The fact that the council reacted so seriously turned the ad into an even bigger hit. It's one of those unexpected pop culture moments that makes a simple idea spiral into something much bigger. A great reminder that sometimes, a campaign doesn’t even need full control to be effective it just needs the right spark.

Great ad campaigns have the power to turn heads, spark conversations, and make people genuinely fall in love with a brand. Whether it’s through humour, surprise, or total honesty, these are the campaigns that don’t just sell they connect.

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!