Most effective ad campaigns worldwide 2020

In an annual assessment of advertising campaigns, DB Export’s “I’m Drinking It For You” was voted the world’s most effective clip of 2020. The three-minute (music) video, produced by one of New Zealand’s most popular low-carb beer brands in cooperation with ad agency Colenso BBDO, was released just before Valentine’s Day 2020 and featured a humorous R&B ballad about the romantic benefits of drinking DB Export with one hand.

Can’t touch Cheeto’s

While New Zealand’s chart-breaking beer ballad scored the most points in the effectiveness ranking, Cheeto’s came a close second for its “Can’t Touch This” campaign. The commercial that was premiered during the 2020 Super Bowl introduced Cheeto’s newest popcorn innovation and focused on the signature orange Cheeto dust that the company had officially named ‘Cheetle’ in preparation for the clip. Apart from featuring the 90’s hit “U Can’t Touch This” and MC Hammer himself, the ad’s claim to fame mainly stems from Cheetos’ digital, social, and out-of-home marketing campaigns. The company commissioned outdoor murals (equipped with Cheeto dust) and launched TikTok challenges to capture the attention of Gen Z audiences, all helping to boost media impressions and sales growth. Overall, Cheetos was among the 10 food brands with the highest household penetration rates worldwide in 2020.

Most creative ad campaigns: mold is gold

In addition to effectiveness, ads are also celebrated and honored based on creativity. According to the latest ranking that compiles the results of various awards shows, Burger King’s “Moldy Whopper” took the crown as the most creative advertising campaign worldwide in 2020. The ad that featured the fast-food giant’s signature product, the Whopper, celebrated the burger becoming moldy after a few days as a way to announce that the company would no longer be using artificial preservatives in their food. While the ad was seen as risky due to its unappetizing portrayal of the burger, which was also displayed on billboards and other OOH formats around the world, the campaign helped to boost sales and change U.S. consumer perceptions about the quality of the chain’s products and ingredients.