shots' most watched spots of 2024

10. The musk of manhood

Shot with the wit and eye for oddity that Biscuit Filmworks' Andreas Nilsson is famous for, the fragrance brand's first from W+K London, gives a dryly surreal take on the passing of age.

See what we said about the spot here.

9. Smashed expectations

Directed by Iconoclast's Vania & Muggia, who clearly take delight in the minutia of exploding objects, Apple's film takes all of the elements that make the iPad a desirable creative tool (musical instruments for Logic, paint and art supplies for Procreate, editing tools for Final Cut) and squishing them flat as a pancake.

See what we said about the spot here.

8. In a flap

Combining the comedic prowess of agency Erich & Kallman and ContagiousLA humour-heavyweight Andrew Laurich, the No Windshield campaign takes a simple premise - show what happens if you drive fast without any front-facing protection - and mines it for all of the chuckles it can give.

See what we said about the spot here.

7. Scents of justice

Created by VCCP and directed by David Shafei through World War Seven, this comedic campaign spotlights the deliciously-scented effectiveness of Native's natural deodorant. 

In the 60-second hero spot, titled The Return, a dirty and dishevelled husband returns from the woods after being missing for 72 hours, but his disbelieving wife refuses to accept his story due to his fresh Pina Colada fragrance.

See what we said about the spot here.

6. Pork prize

It's hard to describe the gruesome visuals and gory details in Jeff Low's powerful new animation for PETA as 'beautiful', but the truth is there is glorious design in its goryness.

Created in collaboration with Grey London and Biscuit, This Cartoon Will Change How You See Bacon Forever does exactly what it says; presenting a day at 'the factory' in all its horrific beats.

See what we said about the spot here.

5. Ups about downs

In this new campaign for The National Coordination of Associations of People with Down Syndrome [CoorDown] Madison Tevlin, a young woman with Down syndrome, challenges the low expectations others have of her, proposing a reversal of perspective.

Created by SMALL New York and directed by Rich Lee, through Indiana Production in Milan, the film calls for everyone to put an end to prejudice and support the concrete potential of each person who has Down syndrome.

See what we said about the spot here.

4. Punchy vocals

Combining his penchant for crime thrillers with an unlikely musical number, Guy Ritchie gives a handful of boxers a chance to showcase their (surprisingly competent) punchy vocals for the Riyadh Season trailer from BigTime Creative Shop.

See what we said about the spot here.

3. Big red

In early 2024, much was made of a new Calvin Klein spot which featured The Bear actor Jeremy Allen White on a New York rooftop wearing a 'come hither' look, some pristine pants, and little else. Soon after, Deloitte Digital Hamburg and director Charley Stadler, through Pullover Films, brought us a brilliantly silly send-up for BRLO, which perfectly parodies the original, just with slightly more meat on its well-timed bones.  

See what we said about the spot here.

2. On-point surfing

Created by Uncommon Creative Studio, directed by Sam Walker through Pulse Films, and set to the sound of Seasons (Waiting on You) by Future Islands, Everyday addresses the misconception that you can only collect Avios points by booking flights, with the film spotlighting that members are able to make their dream holiday a reality far sooner by collecting airmiles through a broad variety of everyday transactions.

See what we said about the spot here.

1. Here lies history