Paradigm Picks the Top 2024 Advertising & Technology Headlines

January

The age of AI continues.

Google started the year off by announcing plans for its Search Generative Experience (SGE). This generative AI feature would soon infuse the search engine results page with relevant, recent and helpful information from multiple sources. 

Once implemented, the SGE would provide a quick alternative to simple searches. In the meantime, users would have to keep searching for “the Chicago rat hole” and “Josh” on their own. 

February 

February 2024 saw the San Francisco 49ers and Kansas City Chiefs take to the turf for Super Bowl LVIII. Between snaps, the battle of the brands raged on, with some top contenders temporarily drawing our attention away from the chip bowl. 

One of our favorite 2024 advertising spots, “Worth Remembering” by UberEats, reminded us that it can deliver almost anything — but to remember, you might have to forget. Notably, Jennifer Anniston traded memories of her Friends co-star David Schwimmer for flowers and shampoo from UberEats. 

Each ad demonstrated months of efforts from full-service marketing agencies — from ideation to execution. 

March 

It’s official: Google broke up with spam.

Google’s March 2024 Core Update focused on improved search quality and spam reduction. Under new policies, Google would enact penalties for scaled content, site reputation and expired domain abuse. Within one month of implementation, this effort reportedly resulted in 45% less low-quality, unoriginal content in search results. 

Though it’s not the last our SEO strategists will see of spam, it was nice to win one. 

April

How far will brands go for a joke? 

Prank products became central to 2024 advertising efforts ahead of April Fool’s Day. Rosetta Stone released “Rosetta Stoned,” a mobile app designed to translate conversations between novice and seasoned stoners. Meanwhile, OliPop announced a collaboration with Pringles, featuring a sour cream and onion soda.  

Though silly, these efforts showed that full-service marketing still requires a full-intact funny bone. 

May

In May, Crayola released a campaign that was decades in the making.

40 years ago, the brand began collecting children’s artwork created with their products to display in museums across the country. In 2024, Crayola reconnected a few (now adult) participants with their creations. The resulting video, titled “Stay Creative,” shared childhood memories of art as a means of connection and emphasized how we carry creativity throughout our lives. 

Amid the rise of AI, this spot reminded us all that human creativity shapes who we all become. 

June

2024 advertising took us back to Westeros. 

Before House of the Dragon’s second season, HBO rallied audiences to choose a side: Alicent Hightower’s Team Green or Rhaenyra Targaryen’s Team Black. As part of the campaign, landmarks were draped in digital banners that left us questioning reality. Notably, the Empire State Building pledged allegiance to Team Green — transforming the 80th floor into an immersive fan experience complete with a life-size dragon. 

The campaign aligned well with one of the season’s many taglines: “All must choose.”

July 

After a four-year hiatus, the Olympic Games were back to dominate our screens at the end of July 2024. But 2024 advertising opened our eyes well before the opening ceremony. 

Powerade’s “Pause is Power” ad set the bar high by celebrating Simone Biles’ triumphant return to the 2024 Paris Olympics. Biles previously withdrew from the 2020 Tokyo Olympics after experiencing “the twisties,” a phenomenon where gymnasts lose their sense of where they are in the air. 

Slow-motion video, emotional voice-overs and family-oriented flashbacks emphasized the power of taking a break. By pausing to refocus on your reasons for being, you can come back stronger — and the message earned Powerade a gold medal in the public eye. 

August 

August 2024 saw questionable breakdancing and the rise of “demure.” But while our eyes stuck to the screens, hackers were hard at work. 

The Tencent data breach exposed the personal information of nearly 1.4 billion users in the U.S. The size and potential impact of the breach were shocking, earning it the name of “Mother of All Breaches.”

This event showcased the importance of strong security protocols online through software development and maintenance. As a full-service marketing agency, we recognize each brand’s responsibility to protect consumers and secure a positive reputation in the process. 

September 

September 2024 advertising headlines heralded the brand transformations.

PayPal partnered with Pentagram to update its branding with a logo, color palette and typeface. The new logo separates its symbol from its wordmark — giving the brand a sleek look that lends well to messaging and motion identity. Simple additions to the logo, such as tire animations in the A’s, intend to reframe consumer focus on everyday transactions supported by PayPal. 

The simplistic yet strategic approach aligns well with a powerful message: “Everyone, everywhere.”

October 

In October, college football revealed its dark side. 

The Tennessee Volunteers football team debuted dark uniforms in 2021, but in 2024, promotions took inspiration from Venom. Social media videos showcased senior receiver Dont’e Thornton Jr. sitting in a traditional orange-and-white home uniform. A black symbiote crawled across the locker room and stretched over him, slowly revealing the all-black uniform. 

With this look, we wouldn’t want to meet Tennessee in the shadows. 

November 

November 2024 advertising efforts waved bye-bye to Barbie Pink — and hello to Wicked Green. 

Ahead of Wicked’s theatrical release, big brands and full-service marketing agencies whipped up some creative collaborations. Glinda pink and Elphaba green speckled stores across the U.S., coating everything from apparel to decor. Notably, Starbucks launched limited-time drinks inspired by the musical, while Lexus debuted a 2024 Lexus TX with Wicked-themed wraps. 

We have one thing to say to these brands: You’re gonna be popular. 

December 

December prompted a question: Can AI recreate the magic of the holidays?

Coca-Cola diverted from its typical holiday advertising with “Secret Santa,” an AI-generated ad featuring polar bears, deer and a snow-covered city. Critics quickly marked this move as soulless — some even pointed out that it was at odds with its slogan: ”Real Magic.”

Well, when it comes to divisive advertising, fizz the season.

Saying Goodbye to 2024 Advertising

After reflecting on the best of 2024 advertising, Paradigm is more than ready to keep up with new developments in 2025. 

Remember: You don’t have to wait until the start of each year for industry insight headlines from our full-service marketing team! Contact our team for hands-on advice — or scroll just below to get Paradigm’s perspective, directly in your inbox.