Here Are the Ads That Made Creatives Jealous in 2024

This story was previously published at an earlier date.

Jealousy, when it comes to envying the great work of others, is not to be frowned upon. Instead, let’s celebrate.

ADWEEK’s annual Jealous List isn’t a sinful endeavor, but rather a joyous review of some of the best work that happened throughout 2024. We asked numerous creatives to tell us their favorite work of the year, but with the catch that they did not make it, nor did it come from their agency.

This year’s most popular is the wonderfully bizarre and darkly comic Lynx “Power of Fragrance” campaign, as well as Disney’s “The Boy and The Octopus,” but you’ll also find award winners and hidden gems among the entries from our wide array of agency creatives. Note: some entries were edited for space.

Check out editions of The Jealous List from prior years: 2023 |2022 | 2021 | 2020 | 2019 | 2018

Lynx, “Power of a Fragrance“

Agency: Lola MullenLowe

Vince Soliven, executive creative director, Copacino Fujikado:
It’s less like a commercial and more like a short film. You don’t just watch it; you tumble into it, like one of those slightly deranged indie flicks your friends insist will “change your life” (and usually don’t). This one, though, actually delivers. The plot veers off in ways you could never predict, like Guy Ritchie and Jared Hess had a baby and decided to raise it on a diet of twisted, dark comedy. And the characters? They’re the kind you can’t forget, like the stranger who tells one too many TMI jokes at a party. Watching these videos makes me—a part-time consumer—hate advertising a little less.

Gordy Sang, co-founder and co-CCO, Quality Meats:
I’m not a heavy body spray user, but the new batch of Lynx spots made me think about using it. Kidding, I would never. But I did really enjoy the new “Power of Fragrance” campaign. In general, it’s a very treaded category and often giving off a bit of a “doucharino” vibe. These made non-aspirational characters, including a dead human corpse, “aspirational” in a very dark and fun way. Yes, I’m jealous of the execution, storytelling, and craft, but honestly, I’m most jealous that they were able to get the client to buy the ideas.