The Best Ads of 2025 (So Far)

Written By AD AGE

As we do each summer, we’re taking time this week to look back at the best creativity of the year so far—selecting 28 of our favorite campaigns from 2025 to date, which reflect an impressive breadth of ambition, tone and craft.

Brands broke through with everything from absurdist humor to AI-powered storytelling, from Super Bowl spectacles to low-fi stunts. And while we saw plenty of innovation and experimentation in messaging formats, we also enjoyed campaigns that simply relied on the fundamentals of good copywriting and art direction.

Must Cinnadust

Cinnamon Toast Crunch, Agency: The Martin Agency

No one expects cannibalist-noir from a breakfast cereal. But Cinnamon Toast Crunch delivered just that, portraying its cereal squares as cannibal killers lusting after and devouring their own kind, though not without some guilt along the way. A great off-kilter idea, with strong stop-motion from Passion Pictures.

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