2024 SUMMARY: VIDEO MARKETING

2024 through the eyes of Agata Rychlik

Interview published at the aboutMarketing editorial.

The most interesting campaigns of brands and companies in 2024

In 2024, several video campaigns stood out for their creativity, impact and resonance with audiences. Here are some of the most notable ones that I consider important:

Kamala Harris’ presidential campaign on TikTok

Understanding the impact of TikTok on younger voters, the Harris campaign engaged a team of technologically savvy individuals to create engaging, trending content. The strategy was to generate enthusiasm and gain support among Generation Z voters, effectively leveraging the platform’s viral nature. – The result it unfortunately achieved we all know, but the use of video in political marketing is worth noting.

Robert F. Kennedy Jr.’s Super Bowl ad

During Super Bowl LVIII, the American Values 2024 super PAC aired a 30-second spot supporting Kennedy. The ad creatively transformed John F. Kennedy’s 1960 election campaign tune, replacing images with Robert F. Kennedy Jr. and changing the lyrics to “Vote Independent.” The nostalgic approach was intended to establish a historical connection with viewers.

Nissan’s “Fans” and “Powerfully Peaceful” campaigns

These commercials combined Nissan’s Japanese heritage with innovative high-beam assist technology. Using traditional Japanese fan illustrations with modern touches, the campaign emphasized safety features while paying homage to the brand’s cultural roots.

LEGO City “An epic tale written by children”

This campaign presented a video created in the imagination of children playing with LEGO sets, full of exaggerated acting and dialogue. The playful approach reached both children and adults, reinforcing LEGO’s brand identity focused on creativity and fun.

The above campaigns exemplify the innovative use of video in 2024, effectively engaging audiences through creativity, cultural relevancy and strategic use of platforms. In addition, there are short-form video, UGC and the use of AI in creating images for campaigns.

Agata Rychlik
Agata has been in the advertising industry since 2006, working as a copywriter and creative group head at Leo Burnett, MullenLowe Warsaw, JWT, LemonSky, Scholz & Friends Warsaw.
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