Decade
10 ads from the 2020s in the GOAT database.
Liquid Death sells water in tallboy cans and films like it's a metal label. This spot staged a kid house party where the rebellious thing they're chugging is… water. The whole brand is a marketing case study disguised as a beverage.
“Sweden’s Sunniest Square Meter” is a clever IKEA commercial that transforms a small square meter into the brightest place in Sweden by using a giant mirror installation to reflect sunlight. The campaign turns an ordinary outdoor space into a warm, inviting spot, highlighting how light can improve everyday life. It combines creativity, engineering, and simplicity in a way that feels distinctly Scandinavian. The ad is memorable because it promotes IKEA’s brand values—smart design and making life at home more enjoyable—through a surprising real-world experience rather than a traditional product-focused advertisement.
The “Shot on Faber-Castell” campaign reimagined the idea of product photography by creating images that looked like professional photographs but were actually hand-drawn using Faber-Castell pencils and art materials. The campaign showcased the extraordinary realism that artists can achieve with the brand’s products, blurring the line between photography and illustration. By focusing on craftsmanship and artistic skill rather than traditional advertising, Faber-Castell demonstrated the quality of its materials in a visually striking and memorable way.
Lime turned road-safety guilt into a free ride. The London out-of-home campaign offered a discount code in the shape of a confession — "I-PROMISE-TO-LISTEN-TO-THE-ROAD-AND-NOT-MY-MATES-AVANT-GARDE-ELECTRONICA-MIX" — and made the act of typing it the safety message itself.
In a wild collaboration with Liquid Death, he launched “Infinite Ozzy” — a limited edition of just 10 iced tea cans that he personally drank from, crushed, and infused with his actual DNA. Sealed in lab-grade specimen jars, signed by Ozzy himself, and sold for \$450 each, these bizarre collectibles captured everything fans loved about the Prince of Darkness: bold, rebellious, and unforgettable.
Levi's became the first-ever apparel partner of a FIFA World Cup, stitching 134 years of denim heritage into football's biggest stage. The campaign frames jeans — not jerseys — as the universal uniform fans actually wear to the match, the bar, and the street party afterwards.
A split billboard during the 2026 World Cup: on one side, the cost of a World Cup ticket to watch Mexico play. On the other, the cost of an Air Transat flight to actually visit Mexico. The contrail in the middle does the closing argument for you.
Netflix created a billboard stunt above Sunset Boulevard to promote its latest content, turning a traditional outdoor ad into a real-life spectacle. The campaign features a man appearing to be trapped inside the billboard, creating a simple but highly attention-grabbing execution designed to spark curiosity and social sharing.
OpenTable created a giant receipt installation in Melbourne for Mother’s Day, listing the countless things mothers do throughout their children’s lives — from carrying you to loving you infinitely. The bill adds up all that unpaid maternal labour, but the final total is $0.00, making the point that a mother’s love is impossible to put a price on.
Moving Landscapes is a BMW Spain campaign created by Serviceplan Spain that celebrates the pleasure of driving without actually showing the car. Using motion blur, photographer Iván Arribas captured landscapes as they appear through a moving car window, turning them into abstract, almost dreamlike images.