As we kicked off 2025, brands came out swinging with bold, creative campaigns that set the tone for the year ahead. From nostalgic throwbacks to heartfelt storytelling and unexpected humor, January delivered some standout ads that got people talking.
Sabrina Carpenter charmed her way into Dunkin’s latest campaign, bringing her signature sweetness to the coffee giant. Marshawn Lynch tackled masculinity with a mix of humor and sincerity in his Dove Men+Care spot. Kiehl’s got playful with their “hairy” font, turning typography into a tactile experience. Apple tapped into nostalgia with “I Made You a Mixtape” for the Lunar New Year, crafting a sentimental ode to family and tradition. And Netflix’s latest campaign celebrated the streaming giant’s cultural impact with a wink and a nod.
Let’s break down the best ad campaigns of January and what made them stand out. In no particular order.
Sabrina Carpenter and Dunkin’s new collab kicks “ess”
It was only a matter of time before some brand that serves coffee would team up with Grammy-nominated singer, Sabrina Carpenter. Dunkin’s bold espresso is getting an extra jolt of star power, courtesy of the pop sensation.
“Sabrina’s Brown Sugar Shakin’ Espresso,” was a limited-time treat that combined creamy oatmilk, a dash of brown sugar sweetness, and fresh-brewed espresso, all hand-shaken for the ultimate frothy finish.
To celebrate the launch, Dunkin’ released its playful “Shake That Ess’” ad, featuring Sabrina herself bringing her signature style and cheeky humor. Created in partnership with Artists Equity, Ben Affleck’s and Matt Damon’s company, and directed by Dave Meyers, the ad unfolded at a vibrant launch party for Sabrina’s Brown Sugar Shakin’ Espresso. Watch below:
Netflix claims “We’re not ready” for what’s next
The streaming giant’s “Next on Netflix” campaign kicked off with You’re Not Ready, a long-form preview that introduces audiences to a sneak peek of upcoming content while hiding Easter eggs throughout. The ad stars a weary office worker stuck in a dull corporate meeting.
Desperate for excitement, she sneaks a glance at Netflix on her phone. What follows is a whirlwind adventure that thrusts her into the heart of Netflix’s most anticipated shows and movies, dodging lasers, running from monsters, and exploring an array of vibrant worlds.
Our hero traveled through the universes of Stranger Things, Squid Game, Wednesday, Emily in Paris, Cobra Kai, Happy Gilmore 2, and many more. The spot packs in 26 different Netflix properties, giving superfans and internet detectives plenty to analyze. Watch the 2:51 creative below:
Kiehl’s goes into hairy territory to promote body positivity
Skincare leader Kiehl’s has took its commitment to body positivity a step further by breaking societal taboos with the launch of “Pubic Display Type.” This groundbreaking font, crafted from real human pubic hair, was a creative response to censorship and a celebration of self-care for all areas of the body, including the most intimate ones.
The font is part of Kiehl’s ongoing effort to destigmatize conversations about body hair and skin care for sensitive areas. In 2024, the brand ventured into intimate care with products like the Ingrown Hair & Tone Corrective Drops and Over & Under Cream-to-Powder Body Deodorant. These offerings addressed common issues such as irritation and ingrown hairs while being suitable for all skin types and tones.
Dove Men+Care has Marshawn Lynch smelling great everywhere
Dove Men+Care and Rethink New York launched a new campaign emphasizing the versatility of their Whole Body Deodorant. And he is the guy.
To introduce two new deodorant scents—Marine + Blue Cypress and Fig + Suede—the brand enlisted former NFL star Marshawn Lynch for the Everywhere, Everywhere Care campaign. The message underscores the product’s ability to provide care for every part of a man’s body, wherever he may go The Pro-Bowler was chosen as the face of the campaign because, like the product, he’s everywhere—in pop culture, social media, TV, movies, and, formerly, the football field. He represents the modern man who seeks comprehensive, no-nonsense self-care.
The 45-second flagship commercial, directed by Audrey Ellis Fox, creatively illustrated how Dove Men+Care Whole Body Deodorant protects and cares for the entire body—even sensitive areas—without resorting to over-the-top humor. Instead, the ad takes an honest, reassuring tone to build trust and emphasize care. Watch below:
Apple revives ’90s Nostalgia in Chinese New Year Love Story
This Chinese New Year, Apple celebrated love and tradition with its latest Shot on iPhone film, “I Made a Mixtape for You.” Created by TBWA\Media Arts Lab Shanghai, the campaign marks Apple’s eighth annual Chinese New Year film, blending technology with storytelling to connect with audiences worldwide.
Set in 1990s China, the film explored the complexities of modern dating and traditional expectations, all underscored by the evocative sounds of iconic Mando-pop hits. At its heart, the story reminds viewers that, despite changing times, love remains a universal and timeless force.
Directed by The Greatest Showman’s Michael Gracey, the film features an all-star creative team, including Oscar-winning cinematographer Erik Messerschmidt, Hollywood choreographer Ashley Wallen, and Shanghai screenwriter Wu Jue Ren. Together, they authentically captured the essence of the ’90s, blending nostalgic aesthetics with cutting-edge technology. Watch below:
Colin Costello is the West Coast Editor of Reel 360. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
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