As January comes to a close, we're wrapping up the month here at Ellera with some of our favorite ads that stood out to us for their creativity, approach to storytelling, and audience targeting.

With Super Bowl LIX just around the corner, brands have already set the stage for an unforgettable year in advertising. From teasers for the Super Bowl to nostalgic throwbacks and clever celebrity cameos, this month delivered campaigns that made us laugh, reminisce, and hit the replay button.

So, without further ado, here's our round-up of the top seven ads you need to know about from January 2025.

1. Dunkin' x Sabrina: Shakin' That Ess'

Dunkin' kicked off 2025 with a playful and upbeat ad featuring Sabrina Carpenter, showing us exactly how to turn a product launch into a cultural moment.

The campaign cleverly promoted their new line of espresso drinks in a way that was both catchy and memorable. Plus, the cheeky wordplay gave the campaign an edgy twist, sure to put a smile on faces and encourage people to hit "share".

Why It's Brilliant:

• Perfect Timing and Demographic Targeting: With "Espresso" practically becoming 2024's anthem of the summer, this collaboration couldn’t have been timed better. Dunkin’ nailed it by tastefully tapping into pop culture and cleverly aligning their new Brown Sugar Shaken Espresso with Sabrina. It’s a seamless fit, connecting with Gen Z and Millennials, who are all about fresh trends and authentic moments, making the collab feel even more genuine.

• Edgy and Fun: The double entendre in "Shakin' that Ess" is both fun and edgy, drawing attention with a humorous, lighthearted tone.

• Shareable Content: The energetic vibe, fun visuals, and cheeky script make it prime for social media. From TikToks to Instagram Reels, the playful energy and Sabrina’s engaging presence make it easy for their target audience to connect and share.

The Marketing Play You Can Steal: Instead of just showcasing your product, create an experience around it. Think about how you can tap into music, pop culture, or current trends that resonate with your target audience—just like Dunkin’ did with Sabrina. This isn’t just a coffee ad; it’s a moment that people can enjoy, talk about, and share.

2. IKEA: Better Late Than Never

Remember the Harlem Shake trend? How about the water bottle flip challenge? Well, IKEA just crashed into 2025 with the most self-aware campaign we've seen in ages. They're not just admitting they're late to trends – they're owning it in the most IKEA way possible.

This perfectly-timed self-roast is actually promoting their new, revamped IKEA Family loyalty program. Starting in Sweden (because of course it is) and is set to roll out globally by the end of 2025. The ad combines nostalgia and humor, aligning its message with the idea that it's never too late to upgrade—whether it’s your kitchen or your perks.

Why It Works:

• Subtle Yet Strategic: The humor isn’t just for laughs; it’s a smart way to promote IKEA Family without feeling overly promotional. The playful tone keeps viewers engaged, while the message about upgraded benefits lands effectively, sparking curiosity about the program.

• Humanizing the Brand: Brands that admit their imperfections feel more approachable. IKEA’s willingness to own its “lateness” makes it relatable.

• Creating a Social Buzz: Every marketer talks about "starting conversations," but IKEA actually pulled it off perfectly here. By dusting off ancient trends (we're talking like… 2015.. I know so long ago😱), they've created awesome "remember when" moments that build a connection with their audience.

The Marketing Play You Can Steal: Take a page out of IKEA’s book: don’t be afraid to embrace the quirks of your brand’s timing or messaging. Whether you’re launching a new feature or revamping an old one, humor and self-awareness can create a meaningful and memorable connection with your audience.

3. Cheetos: The Other Hand Font

Cheetos is back at it, turning messy fingers into a marketing goldmine with the return of their previous campaign, "The Other Hand." Except this time, they’ve gone beyond just humor by creating "The Other Hand Font"—a playful, deliberately messy typeface designed using people’s non-dominant hands. The campaign dropped on National Handwriting Day (January 23) and includes a hilarious satirical video featuring advertising legend Rich Silverstein struggling to write with his Cheetle-free hand.

Why We're Taking Notes:

• Turning a Flaw into a Feature: Cheetos once again leans into their signature “messy fingers” experience, not just addressing it but celebrating it in a way that feels creative and self-aware.

• Interactive Creativity: By officially launching "The Other Hand Font," they give the campaign an interactive, tangible element that engages audiences beyond the typical ad. If you're interested in trying it out for yourself, you can download it here: https://www.cheetos.com/

The Marketing Play You Can Steal: Look at your product's "flaws" with fresh eyes. Every feature customers complain about? That's not just feedback – it's potential content waiting to happen. Instead of making excuses or scrambling for solutions, ask yourself: "How can we own this in a way that gets people talking?"

4. Apple Music's Super Bowl Halftime Show Teaser

Apple Music builds excitement for Kendrick Lamar’s upcoming Super Bowl Halftime Show with a captivating trailer that reveals a surprise guest performance from SZA.

The Winning Formula:

• Cinematic Storytelling: The teaser's sleek production reflects Apple Music's premium brand identity, reinforcing its connection to artistry.

• Event Leverage: Dropping the teaser just ahead of the Super Bowl LIX harnesses the buzz surrounding the event, amplifying its reach.

The Marketing Play You Can Steal: You might not have Kendrick and SZA, but here's the real lesson: It's not about how much you reveal – it's about making people want to see more. Whether you're launching a new product or announcing a company update, think "movie trailer" not "PowerPoint." Give your audience just enough to start speculating, and let their curiosity do the heavy lifting.

5. Taco Bell x Doja Cat: Personality Marketing Done Right 🌮

Taco Bell and Doja Cat team up once again for their Super Bowl teaser, hinting at a fun collaboration. The sneak peek plays with playful visuals and humor, giving fans a taste of what’s to come.

Smart Moves Here:

• They're Letting Doja Be Doja: No rote script or awkward brand messaging here. They're letting her natural personality shine through, giving the ad authenticity and genuineness.

• The Tease is the Show: Most Super Bowl teasers feel like trailers for mediocre movies. This feels like its own moment. They're not just building hype – they've done an awesome job at creating a piece of content worth watching twice.

The Marketing Play You Can Steal: Here's the thing about working with creators or influencers – if you hire someone for their personality, actually let them use it. You don't need Taco Bell's budget to make this work. Whether you're collaborating with a local influencer or industry expert, success comes from trusting their voice, not only forcing yours.

6. Hellmann's Nostalgic Rom-Com Inspired Teaser

Similar to IKEA, Hellmann's taps into the well of nostalgia with an iconic, rom-com-inspired ad teaser. The campaign appeals to audiences who remember the golden age of rom-coms, now with a Hellmann's twist.

Smart Moves Here:

• Nostalgic Appeal: By weaving in beloved rom-com tropes, Hellmann's creates an emotional connection with a broad audience, reminding them of their favorite feel-good moments.

• Cross-Generational Impact: The ad resonates with multiple generations by tapping into cultural nostalgia while making the brand feel timeless.

The Marketing Play You Can Steal: Nostalgia marketing works when it connects emotionally with consumers, but it’s important to give it a modern update. Marketers can use familiar cultural references or past trends, giving them a fresh perspective that feels both comforting and relevant.

7. Apple TV's Severance: Grand Central Station Pop-Up

Apple TV’s “Severance” season 2 teaser is a masterclass in creating intrigue without giving too much away. The cryptic pop-up teaser built interest and awareness around the show while keeping mystery at the forefront. By showcasing snippets of its engaging world without revealing key details, Apple TV invites speculation and buzz ahead of the season’s release.

Smart Moves Here:

• Building Anticipation: By releasing just enough to spark curiosity, Apple TV ensures fans are hooked and discussing the show before its premiere.

• High-Quality Teasing: The cinematic quality of the teaser elevates the brand’s overall image and keeps the excitement level high.

• Public Activation: Apple TV took its campaign off-screen and into the real world by setting up an "office” in the middle of Grand Central Station. This unique installation added a layer of mystery and buzz, creating real-time engagement and amplifying anticipation for the show.

The Marketing Play You Can Steal: Think smaller but smarter with public spaces. You don't need to take over Grand Central to create a memorable moment. A local coffee shop could transform their window display into a mysterious scene or even leaving a QR code in an unexpected place can get people talking.

The key? Make your audience feel like they've stumbled onto something. Whether it's a pop-up experience in a busy area or an unusual display where people least expect it, give them something to discover, photograph, and share.

Final Thoughts 💭

As we wrap up January, it’s clear that brands are already bringing bold, creative advertising that grabs attention and sparks engagement. From fun celebrity collabs to clever teasers, brands are creatively using humor, nostalgia, and mystery to engage their audiences.

The ads we’ve highlighted this month showcase key strategies that can inspire your own marketing – whether it’s embracing your brand’s quirks, creating shareable moments, or building anticipation through teasers.

Here’s to a year full of fresh ideas and unforgettable marketing moments!

P.S. Want to stay updated with the latest insights in the ad world? Click subscribe at the bottom left of your screen to sign up for our weekly newsletter!