Kate Rourke.
Forget subtlety. 2024 was the year that marketers went all in.
In their efforts to cut through the noise and win our attention, brands were louder, bolder and more experimental than ever before. They also weren’t afraid to play on our emotions, from Tinder making us feel hopeful with its ‘It Starts with a Swipe’ to the comedic genius of Michael Cera promoting his skincare brand CeraVe at the Superbowl. We laughed and we cried.
In 2025, marketers will continue to raise the bar by using tactics and strategies that proved successful in 2024, while blending new technological capability with human creativity. Let’s take a look back at some of the biggest and most impactful marketing moments in 2024, and the insights and lessons for marketers as they look at their strategies for 2025.
KFC’s walk on the raw side of life
In one of my favourite ads of 2024, everyone had a seat at the table. While KFC’s ‘Look on the Fried Side of Life’ was praised for its category disruption and humour, the campaign scores top marks for its age-inclusive marketing and appeals to a universal feeling.
Connecting and appealing to shared values across different generations is an effective strategy, particularly when combined with human and catchy taglines. The campaign’s message that food picks us up when we’re defeated by life resonates with all consumers, and is what earned the ad a spot among Australia’s favourite ads of 2024.
To replicate KFCs’ finger-lickin’ magic and connect with modern consumers, inclusivity and authenticity is essential. Getty Images’s VisualGPS research platform reveals a strong desire for genuine, relatable and human advertising. Moreover, consumers want to see themselves represented in the ads they encounter. Notably, nearly three in four respondents expressed a desire for greater age diversity in ads. Don’t be afraid to embrace the fun, messy, and raw sides of life!
NBC brings Snoop Dogg and the vibes to Paris
Nothing captivated us more than sports in 2024, from the 2024 Paris Olympics Games and Paralympics Games to the Australian Open to the global F1 circuit. However, some of the biggest stars in sports this year weren’t the athletes; it was the celebrities. In particular, the presence of Snoop Dogg at the Olympics, which turned out to be a very clever move by broadcaster NBC.
The use of celebrities in advertising is by no means a new trend. It has at times attracted criticism as a short-cut for awareness, in absence of a strong creative idea or a long-term plan for the brand. But when you use celebrity talent in an authentic way, aligning their unique strengths with the creative vision, it can yield unparalleled marketing success for the brand.
The collaboration between NBC and Snopp Dogg partnership illustrates this. The marketing genius behind Snoop Dogg’s role as an Olympic ambassador lies in his authenticity and realness; his ability to create genuine and fun fan experiences rather than pre-scripted soundbites. The result was in successfully reaching and engaging audiences that spanned generations and around the world, beyond those who typically tune in to watch sports.
TikTok takes travel to new worlds
Last year, we saw the rise of the ‘tourist vs traveler’ debate, with audiences hungry for real images from their bucket list destinations. The Norwegian city of Oslo decided to lean into this in their satirical ‘Is it even a city?’ campaign, in which a born-and-raised resident of the capital reveals everything ‘wrong’ with Oslo. But this real glimpse into the city only enticed viewers more, pointing to the growing trend of social-powered travel, led by younger generations.
While the viral 'stat' that 40 per cent of gen Z choose TikTok over Google for search may be overstated, the shift is real. Travellers want to see new places in travel marketing in 2025, and according to our VisualGPS research, people want to see the lightness of life. Authenticity in travel – combined with the light-hearted humour that resonates so well with Aussies – will continue into 2025. Marketers will play into ‘meaningful’ travel and pop culture moments to reposition old destinations or lure travellers to new places, taking the world to the TikTok generation.
Coca Cola sparks debate on AI and creativity
This year was all about fast food, but not in the way you might think. Marketers and creators experimented with rapidfire cuts and extreme close ups to make food in advertising even more irresistible. They also explored the use of AI to speed up the creative and production process.
Coke’s AI-powered Christmas ad generated significant buzz in December. While marketers were divided, VisualGPS search trends revealed that creatives and marketers are searching for AI more than ever, and it’s the fastest-growing keyword in Australia over the past 24 months.
AI offers powerful tools for creating concepts that traditional methods might struggle with, but they’re not a replacement for authentic real-life content. Our latest AI report revealed, staggering 98 per cent of consumers believe that authentic images – and videos – are important to establish trust. Additionally, 87 per cent of people believe images created using AI should be labelled as such. As we move forward with AI, authenticity, trust and transparency are paramount.
Dove cracks the code on meaningful awareness
With the increasing focus on social issues like diversity and inclusion, particularly among younger consumers, marketers face the challenge of effectively communicating how their brand supports these values. In 2024, Dove marked 20 years of its iconic ‘Campaign for Real Beauty’, putting themselves yet again at the centre of the conversation on beauty standards.
This time, they tackled AI in their film ‘The Code’. Rather than being put off by perceived imperfections, audiences want to see realistic depictions of beauty become normalised – and that includes seeing different skin types, sizes, and races. It’s all in the name of authenticity.
As Dove knows so well, the art of hero branding lies in authentic alignment of the brand’s actions with the social cause or issue, consistency of actions, and building high affinity with their target audience. With three in four people wanting brands to take a stance on social issues, as our VisualGPS research revealed, it's time for marketers to get on board.
From inclusive marketing to the power of celebrity to the “tiktokification” of social media marketing, these campaigns reveal the tactics marketers are employing to inspire, inform and entertain their audiences. As marketers head into 2025, they would be wise to reflect on these moments to stretch their imaginations and find efficiencies to cut through the noise.
Kate Rourke, Director, Head of Creative for APAC, Getty Images