Industry picks best ads of 2025 so far

Zoopla “Win at Moving”. Campari “The Bartender”. Adidas “It’s All in the Boot”. Burberry “London in Love”. From property to alcohol to fashion, there have been some memorable ads so far in 2025.

Plenty of ads have generated chatter too. Not least the still-rumbling culture war of American Eagle’s Sydney Sweeney campaign — proving (perhaps) that advertising does still get people talking.

But away from the ones with ample press coverage, what do people really enjoy watching? The Media Leader spoke to industry leaders to find out. 

Michelle Sarpong, head of activation, the7stars

“My favourite ad this year was Nike’s OOH ‘Fear the Lionesses’ campaign, which I spotted at King’s Cross station.

“Featuring key England players such as Leah Williamson, Chloe Kelly, Ella Toone and Keira Walsh, it captured the players’ unapologetically confident, energised presence.

“As someone who has played football, it dawned on me that this was one of the first times I’d seen women’s football shown with such clear belief and fearlessness (like a lioness) — the very traits top athletes need to win.

“The imagery celebrated their fierce, determined mentality and moved away from the more reserved portrayals often seen in women’s sport.

“Creatively, it was impossible to miss: bold, commanding and perfectly placed. However, it also felt like a statement, a confident step into a new era for women’s football that positions the Lionesses as formidable champions and raises the bar for how female athletes should be represented.”

Hamid Habib, managing director, Arena Media

“Is it an ad? What even constitutes an ad these days? Maybe that’s why I love it. When I saw Superman hovering between the peaks of The Shard, my first reaction was that I wished I’d done it. That must be the litmus test, no? So simple but so epic at the same time.

“I also saw it on Reddit, which I think is gold standard for campaigns you want to get out in the world. And it worked. Or it worked on me, anyway. I saw it in the cinema and it was great!

“Plus an honourable mention for favourite ad needs to go to Specsavers with its Oasis posters. Great stuff and, as always, bang on the tip of culture.”

Dilki Weerakoon, head of UK client strategy, Talon

“Specsavers’ ‘Should’ve’ campaigns are the blueprint example of how long-term consistency with a tagline can deeply embed a brand in consumer memory. They brilliantly lean in to key brand identifiers like colour, logo, tone of voice and humour.

“They maintain this with every execution they do, so they are instantly recognisable regardless of channel — an approach that Mark Ritson strongly advocates for: consistency in brand codes across all touchpoints.

“Their latest audiology TV campaign continues this tradition. It’s a clever, light-hearted take on how mild hearing loss can lead to awkward (but sometimes funny) misunderstandings.

“The ad taps into familiar moments, like Kevin (the dog) enthusiastically pursuing the ducks, resulting in the dog walker being unceremoniously dragged through puddles, returning soaked after mishearing the owner’s warning.

“Even though this campaign focuses on hearing rather than vision, the distinctive humour and branding make it feel unmistakably Specsavers.”

Nick Manning, columnist, The Media Leader 

“The advertising for Cadbury is consistently the best there is and ‘Garage’ was one of the best TV ads of recent years.

“This year’s ‘Memory’ is equally good and almost unwatchable, dealing as it does with Alzheimer’s, in aid of research.

“This is brand communications of the highest order, with purpose, creativity, great scripting, acting, casting and direction. And once you’ve seen it, you won’t ever forget it. This is what advertising is all about. 

“More generally, the Cadbury brand platform of ‘generosity’ and sharing is a classic example of how a big idea rooted in human insights can be applied across multiple platforms, including packaging, in store, social, outdoor and any other channel that clever people want it to. 

“This is fabulous advertising made by experts, not AI.” 

Nicola Kemp, editorial director, Creativebrief; columnist, The Media Leader 

“I used to think there was no such thing as the perfect strapline. Then hours after the final whistle at England’s historic second successive Euro victory, EE launched an OOH campaign with a pitch-perfect line that encapsulates this once-in-a-generation opportunity to level the playing field: ‘When this squad wins, we all win.’  

“Created by Saatchi & Saatchi, the ad builds on EE’s long-running commitment to address the confidence crisis facing girls, through digital upskilling and access to football. 

“The campaign is a powerful reminder that creativity, like football, is a team sport. EE successfully redefines what a progressive partner can deliver on and off the pitch.

“You can build brilliant brands and do good at the same time. You can even make a Monday morning commute in July a moment of joy, as a flurry of brands and Transport for London showed up to celebrate the Lionesses and all they have brought us. 

“As I always tell my daughter: every time you play, you change the game.”