2024 has been another cracking year in the PR world, with a plethora of campaigns gracing our screens – and we’re not quite finished yet!
These campaigns have made us feel all the feels. From heartwarming messages and high impact, bold initiatives to cringe-worthy flops and headline worthy PR blunders, it’s clear that boundaries are constantly being pushed by brands across the world as they all vye for the top spot, plus a few learnings for all.
Let’s take a look at some of the best and worst PR campaigns that have made waves in 2024 (so far)…
The Best PR Campaigns of 2024
Deliveroo’s suncream delivery by eFoil
Deliveroo made waves (literally!) this Summer by launching their creative new holiday shop, including a rider delivering sun cream to beachgoers via an eFoil surfboard.
This quirky and creative campaign not only attracted attention due to its creative use of technology, but also tied in perfectly with the surfing season. It was a light-hearted, funny and memorable stunt that showed how brands could intersect lifestyle and practicality.
The element of surprise Deliveroo delivered (pardon the pun!) combined with the practical nature of the offering made it a big hit. It also embraced the fun side of PR, generating great buzz and beautiful visuals for media coverage.
deliveroo.co.uk/more/news-articles/spf-sos?msockid=1371d8a72a156ea323c8ccf32b766faa
McDonald’s Happy Meals Without Smiles campaign
In a shocking and ground-breaking move, McDonald’s did something we never thought we’d see them do – they removed the iconic smile from its Happy Meal boxes. The brand did this during Mental Health Awareness Week to encourage children across the UK to speak up and express how they really feel.
This was a big shift from McDonald’s as it demonstrated its commitment to addressing social issues and the timing during Mental Health Awareness Week made it one of the most thoughtful campaigns of the year.
www.youtube.com/watch?v=X5x14gOJAPk
Dove’s Real Beauty Pledge
Dove celebrated two decades of its famous Real Beauty campaign by pledging never to use AI in its ads, in order to keep promoting authentic beauty. In a world where technology is increasingly reshaping perceptions, this campaign emphasised real human connection and self-esteem, once again positioning Dove as a leader in social responsibility.
Over the years, Dove has stayed consistent with its brand values, and the decision to reject AI in advertising adds a modern twist – but a very important message – to its classic branding of inclusivity and authenticity, despite external pressures… A message on many levels!
www.dove.com/uk/stories/campaigns.html
Deadpool & Wolverine’s PR extravaganza
To promote their highly anticipated film, Deadpool and Wolverine, Ryan Reynolds and Hugh Jackman went all out on promotion! During a number of seriously-packed weeks of campaigning, the iconic duo teamed up for a hilarious musical performance on social media and their playful banter and comedic chemistry stole the spotlight, perfectly capturing the irreverent, humorous style that fans have come to love from the Deadpool franchise.
The combination of these two iconic actors embracing their roles in such a light-hearted and unconventional way instantly caught people’s attention. Their witty performance went viral, which was a great fit with the film’s playful, over-the-top tone, making it a marketing win!
The Worst PR Campaigns of 2024
Bumble’s Anti-Celibacy Ad
Dating app, Bumble, faced significant backlash after releasing an ad that many felt shamed women who were not sexually active. The dating app quickly apologised and pulled the campaign, but not before it made headlines for all the wrong reasons. The incident sparked debates about inclusivity and respect within advertising.
The message they put out was seen as tone-deaf. It didn’t align with Bumble’s core mission of empowering women and instead of inspiring conversations, it alienated a large part of its audience…
Sadly, whilst the campaign was quickly taken down, the app’s reputation will be long remembered with bad taste.
www.bbc.com/news/business-66202958
Nationwide’s Misleading TV Ads
Nationwide got themselves in hot water this year after their TV ad featuring Dominic West implied that the bank had not closed any branches. This claim was later deemed misleading by the Advertising Standards Authority (ASA) and the backlash they experienced was swift. The ad was banned for misrepresenting the company’s policies and Nationwide’s credibility took a hit as consumers and regulators called out the misleading nature of the campaign.
Misleading the audience is never a good look and this blunder overshadowed the rest of their messaging – as well as a slightly overacted, silly advert, not quite within the brand’s image.
CALM’s Youth Suicide Balloon Installation
In an emotionally charged campaign, CALM created an installation of thousands of balloons, each representing a young life lost to suicide in the UK over the past decade.
While the message was undeniably important to communicate, some critics felt the execution of the campaign, particularly the visual of bright balloons, clashed with the subject of suicide, making it harder for the gravity of the message to land with all audiences.
While the campaign highlighted a critical issue, the choice of using balloons – a symbol often associated with celebration – raised questions about tone and appropriateness.
www.creativereview.co.uk/calm-campaign-youth-suicide/
2024 has seen a mix of brilliant creativity and some notable missteps in PR campaigns. From embracing emotional themes to highlighting cutting-edge technology, it’s clear that the best campaigns are those that resonate deeply with their audiences, while the worst are often tone-deaf or misleading.
Here’s to seeing what 2025 will bring!