As I reflect on the advertising campaigns of 2024, I cannot help but wonder if any left a mark on me. It often feels like we are quick to reference global campaigns for inspiration, leading to a critical question: are we lacking in local creativity or are our innovative ideas stifled by the demands of clients? The pressure to fit the product in the first 15 seconds or appease the ego of a marketing head, can overshadow genuine creativity. Should we focus on the functionality of products, or is it the deeper meaning behind them that resonates?

This year also saw brands scrambling to tap into patriotism given the consumer boycotts, resulting in a flurry of similar messaging. As marketers and as a country, we need to ponder where to draw the line. So, what makes a good ad? Is it the one that boosts sales or the one that lingers in our minds? The debate continues. In the meantime, here are five campaigns that stood out to me.

Agency: Adcom Leo Burnett
Campaign: Har Daur Main Apna Gourmet
Message: Establish Gourmet Cola as the cola of Pakistan.
Effectiveness: This ad beautifully encapsulates the diversity of Pakistan by showcasing a tapestry of cultures, sports and lifestyles. With an upbeat jingle, a sprinkle of rap and vibrant visuals from across the country, it successfully grabbed consumers’ attention. The remix of a known Pakistani song added an enticing twist.
Verdict: While the formula may be clichéd, it resonated with audiences and remains memorable. Whether it was the pinnacle of good communication is up for debate.

Agency: N/A
Campaign: New Stronger Pepsi x KAMAAAL Taste
Message: The new, stronger taste of Pepsi is irresistible.
Effectiveness: This campaign adapts a global concept to a local context, effectively blending humour and star power. The series features industry icons, striking the right balance without crossing into cringe territory. The Young Stunners’ ad was the cherry on top – quirky, sharp, and engaging.
Verdict: Some ads in this series hit the mark with their humour and creativity, successfully establishing Pepsi as “kamaaaaaal”. Whether it will sway consumers toward Pepsi remains to be seen.

Agency: IAL Saatchi & Saatchi
Campaign: Taste Bhi, Tez Bhi
Message: Sting gives you that buzz that makes you quick-witted and able to tackle any situation.
Effectiveness: Humour is a powerful tool for grabbing attention and Sting’s latest campaign nails it. It moves away from the typical energy drink trope of adventure, opting instead for a horror-comedy narrative that is refreshing and engaging.
Verdict: With a compelling storyline and sharp humour, the campaign showcases the brand’s personality well. Whether Sting can maintain this persona is an open question.

Agency: RevX
Campaign: The Invisible Heirs
Message: Highlighting the dilemma women face in claiming their rightful inheritance.
Effectiveness: This campaign nails it in terms of insight and execution, shedding light on the taboo subject of women not receiving their due inheritance. Although it is uncertain whether the campaign will spark significant change, it is commendable that the conversation is finally happening.
Verdict: Emotional, relevant and engaging. Whether it will resonate with the men in our society is another matter altogether.

Agency: Adcom Leo Burnett/WRT
Campaign: Tum Aur Main
Message: Celebrating the common denominators shared by people from diverse backgrounds during celebrations.
Effectiveness: This ad cleverly draws an analogy between the two flavours of Sooper Soft Bakes and the love for tradition that unite cultures. The animation is simple yet effective, with a soothing jingle that enhances the message.
Verdict: Sometimes, great communication lies in simplicity, and this campaign proves it can work wonders.

Noreen Omer is Creative Director, IAL Saatchi & Saatchi. noreennomer@gmail.com