4. Dove
It certainly isn’t a surprise that celebrity-based commercials dominate the line-up this year. But for Dove and Google, which opted for emotion, the lack of famous faces helped the ads stand out. “Hard Knocks” from Dove, once again, taps into the brand’s ability to unite a poignant message with relatable imagery. Sure, it’s funny and cute, but the final image leaves space for an actual problem that needs attention.
