Humour, strong emotions, a connection to everyday situations and the ability to offer new solutions. According to the Ipsos survey, these were the elements behind the most successful adverts of 2025. The analysis of sixty campaigns examined how adverts manage to create a positive experience, build a relationship with the brand and introduce new ideas. Among the highest-rated were campaigns by O2, Air Bank, Kooperativa, Vodafone, Kaufland and Bauhaus.
The research focused on three key dimensions of advertising effectiveness: creative experience, empathy and connection, and creative idea. Each advert was rated by at least 100 respondents, with a total of more than 6,000 individual ratings. The testing took place online via the Populace.cz panel in January 2025.
Creative experience examines whether an advert entertains the viewer, surprises them and evokes positive emotions. Empathy and connection assess the extent to which the communication reflects people’s real needs and is able to establish a trustworthy relationship with them. The creative idea, meanwhile, evaluates whether the brand offers a fresh perspective on a given topic or an original solution to a problem. Each of these responses has a distinct marketing effect. The creative experience boosts brand awareness, empathy encourages short-term brand choice, and creative ideas help the brand build a long-term relationship.
Humour still works
One of the strongest findings of the research is the continuing dominance of humour. Entertaining adverts are more likely to be remembered by people (by up to 14 per cent, source: Ipsos Creative|Spark). Well-known personalities and localised content also play a significant role.
The type of humour itself can have a crucial impact on the overall effect. Unexpected plot twists, absurd situations or surprising punchlines work best, as they can significantly boost a campaign’s memorability.
Alongside humour, themes such as safety, interpersonal relationships and practical help in everyday situations also featured prominently this year. Adverts focusing on ESG themes were more successful when they concentrated not on general awareness-raising, but on the specific problems faced by individuals.
The six adverts that stood out the most
Ipsos has identified six campaigns that made it into the so-called ‘Misfits’ category as the most successful. These are adverts that managed to offer both a powerful experience and a striking creative idea.
O2: Cyber Scammers
The O2 campaign targeting cyber scams was voted the best-rated advert of the year. The advert featuring Grandma Alenka stood out for its original execution and the subject matter itself. Respondents particularly appreciated the fact that the brand not only highlighted the problem but also actively offered a solution.
The advert was perceived as trustworthy, socially relevant and distinct from the usual communications of telecoms operators. It was precisely this combination of strong emotion, originality and practicality that secured it the highest rating.
O2 ‘Cyber Scammers’ advert, source: O2
Air Bank: Protection against fraud
Air Bank also made an impression with its focus on security. The campaign used the theme of a well-known online scam involving an inheritance from a ‘Nigerian prince’ and humorously demonstrated that virtually anyone could find themselves in a similar situation.
Respondents appreciated that the advert managed to combine entertainment with a specific service offered by the bank, which helps clients protect themselves against such scams.
Air Bank: We help if you suspect fraud, source: Air Bank
Kooperativa: Locksmith assistance
Kooperativa Insurance succeeded thanks to an advert for its assistance services. The advert was based on the unpleasant but very common everyday situation of locking yourself out or losing your keys. According to research, viewers easily identified with the problem and, at the same time, learnt something new: that an insurance company can also help resolve such a situation. The campaign thus combined practicality, humour and a clear positioning of the brand as a helper.
Kooperativa: Locksmith assistance, source: Kooperativa
Vodafone: A wave of thrilling sound is coming
Vodafone caught the public’s attention with an advert featuring Martin Hofmann, which showcased the benefits of a TV set-top box through a story reminiscent of a cinematic experience. Research showed that viewers reacted positively to the link between the product and the story. The campaign managed to convey information about the service without coming across as overly informative or technical.
Vodafone: A wave of thrilling sound is coming, source: Vodafone
Kaufland: Save with the Kaufland Card
Kaufland scored highly with an advert based on everyday communication between partners about unused discount vouchers. The format, reminiscent of a TV reality show, helped to increase the entertainment value and authenticity. The advert worked primarily because it captured a situation familiar to many households. It thus succeeded in linking the practical benefits of the loyalty scheme with a human story.
Kaufland: Save with the Kaufland Card, source: Kaufland
Bauhaus: All roads lead to us
The Bauhaus advert featuring Vojta Kotek also received high ratings. The campaign was built around an unexpected twist and a gradually revealed punchline, which allowed viewers to perceive the advertised collection point service in a different light. It was precisely this surprising conclusion and unconventional format that helped the brand stand out from the competition. Ipsos also found that Bauhaus is consistently able to entertain viewers, though not every advert features an equally strong creative concept.
Bauhaus: All roads lead to Bauhaus
What the most successful campaigns have in common
Although the winning adverts come from different categories, they share several common features. They are not primarily based on brand promotion, but on specific real-life situations. They use humour drawn from everyday reality, do not impose ‘correct’ behaviour on people, and position the brand as a helper. It was precisely this ability to offer solutions to problems, to entertain and, at the same time, to provide customers with a new perspective that struck a chord.
Source: mediaguru.cz