April 2025 was anything but boring in the world of advertising. From scratch-and-sniff posters to eyebrow dryers, brands got creative, bold, and downright fun.
Here are the five campaigns that stood out — and the trends driving this new wave of marketing.
1. Xbox: Wake Up
In its latest brand film Wake Up, Xbox encourages players to break free from routine and rediscover their human side through gaming.
Directed by David Fincher and Romain Chassaing, the cinematic spot blends futuristic visuals with an emotional message — a reminder that play is part of who we are.
Why it worked:
- The tone is bold and reflective, elevating gaming to something more meaningful
- Xbox positions itself not just as entertainment, but as a form of self-liberation
- The high-caliber direction gives the brand film serious weight and rewatch value
💡 Trend highlight: Cinematic storytelling is thriving — brands are going beyond ads to create mini-films that resonate emotionally and globally.
2. Billie: Armpit Billboards You Can Smell
Billie, the personal care brand known for challenging beauty norms, took to the streets of NYC with something no one expected: scratch-and-sniff armpit posters. Each billboard carried a scent from their new deodorant line, inviting people to literally smell the product right then and there.
Why it stood out:
- It turned a routine product into a playful, real-world experience
- The campaign was quirky, body-positive, and totally on-brand
- People couldn’t resist sharing it online — instant virality
💡 Trend highlight: Real-world moments that create buzz online. Experiential marketing is officially mainstream.
3. Dyson: The “Airbrow” That Wasn’t Real
For April Fools’, Dyson launched the Airbrow — a mini device that uses airflow to shape your eyebrows. It was fake, of course, but the execution was so convincing that fans actually wanted to buy it.
Why it worked:
- Played perfectly into Dyson’s reputation for sleek, futuristic tech
- The humor was subtle, not slapstick — and made the brand feel more human
- It sparked real conversation around beauty tech innovation
💡 Trend highlight: Smart humor and product parodies can boost engagement — especially when they align with brand DNA.
4. The Ordinary: A Skincare Secret Worth Sharing
In New York, The Ordinary hosted a mysterious pop-up revealing a not-so-pretty truth: how celebrity endorsements jack up skincare prices. The experience ended with a free skin analysis, personalized regimen, and a bag of bestsellers.
Why it worked:
- It tackled a real issue and invited people into the conversation
- The brand’s signature transparency came through loud and clear
- The mystery element got people talking — and posting
💡 Trend highlight: Radical honesty is a branding superpower in an era of growing consumer skepticism.
5. KFC: Behold the Bucket
This ad from Ogilvy South Africa delivers a playful dose of supernatural charm to promote KFC’s bottomless bucket. Mixing spooky effects with comedic timing, it’s a fun break from typical food advertising — and totally memorable.
Why it stood out:
- It was weird in the best way — humorous, magical, and unexpected
- The “bottomless” concept was dramatized with flair
- It brought a sense of story and entertainment to a product push
💡 Trend highlight: Absurdism is alive — and making fast food more fun.
What April 2025’s Best Ads Tell Us
- Quirk is power. Whether magical buckets or fake beauty gadgets, weird and witty ideas are winning hearts (and headlines).
- Storytelling > selling. When ads become experiences, we engage deeper — emotionally and visually.
- Be useful, not just visible. Brands that show up meaningfully in real moments are getting more loyalty than those that just shout louder.
- Local stories with global flair. From Cape Town to New York, culturally aware content is crossing borders and building real brand love.
- Go multisensory. Touch, smell, sound, even suspense — the best campaigns are using more than screens to stick in people’s heads.
