The top 20 ad films of the year

Published : 12/04/2025 08:50:22 Updated : 12/10/2025 08:45:13 Rankings, numbers and statistics !

Marketing Team

Pôle Marketing

Article summary : The top 20 ad films of the year

🏆 The top 20 ad films of 2025: keys to success

Bold creativity and humor are the winning formula (e.g., Burger King, Deliveroo, Heetch).
The main goal is to create spots that stick and encourage viral sharing (the "stroke of genius" effect).
Brands stand out through social impact (AXA) or authenticity (Apple vs AI).

📈 The ad market in 2025 (bump figures)

Overall moderate growth: +2.1% over the first 9 months, despite the post-Paris 2024 Olympics effect.
Main driver: Digital maintains its dominance with momentum estimated at +9%.
Traditional media: Collective decline of -6.6%, with TV and Print seeing drops (-7.2% and -8.1%).
Positive exceptions: Cinema (+2.8%) and Out-of-Home (OOH), particularly DOOH, remain resilient.

💡 Key trends and winning strategies

Reactivity (Real-Time Marketing): Burger King transforms a political moment into a viral jingle.
Smart partnerships: Renault 5 links its image to Roland-Garros (agility) and Deliveroo to Ronaldinho (match day atmosphere).
Absurd/Quirky Humor: Used to call out high prices (Heetch, Intermarché) or make an impact in unexpected sectors (France Pare-Brise, Les Petits Culottés).
Societal Impact: Axa breaks the taboo surrounding domestic violence.

🔑 Lesson for next year

The key to success in 2025 is standing out from the crowd.
Boldness is the only path to success.

>> See the complete list of 20 ad films that defined the year

This summary is based on the analysis of the best advertising campaigns of 2025 according to the Unified Barometer of the Advertising Market (BUMP) and creative impact.

In the hyper-competitive world of communication, a brand distinguishes itself not only by its chosen distribution channel but, more importantly, by the impact and power of its message. The small screen, far from being a mere broadcast support, is an ideal place to deploy bold ideas, generate strong emotions, and convey hard-hitting marketing messages.

By betting everything on originality and difference, brands like Deliveroo, Burger King, and many others have found the winning formula: a daring message, overflowing creativity, and, quite often, that touch of humor that makes all the difference. The result? Spots that get people talking, smiling, and, most importantly, stick around.

Discover our top 20 successful ad films of the year.

Summary of the article

Heetch: pigeons to denounce high ride-share prices
Deliveroo: the unique tv partnership with Koh-Lanta
Renault 5 x Kayser: "oui-oui, la baguette..."
Gifi: low prices are the real stars
Apple vs. ai: the return of real puppets
Axa: the 3 words that change everything
Séguéla and goy: the powerful call for als awareness
Amazon: when reading becomes a blockbuster movie
Motrio x Renault: the western that fixes your car
Burger King: the Stranger Things upside-down menu
Deliveroo: we're good, we order, it's simple!
Renault 5: the perfect match with Roland-Garros
Columbus café: zero mistakes at Sébastopol
Deliveroo: the official service for game nights
Mmmh burger king: the tone that creates buzz
France pare-brise: the excuse that no longer holds up
Intermarché: the tomato drama
Lidl: the little price that makes grandmas squabble
Les Petits Culottés: the diaper that controls everything
Citeo: the question we will have answers to

The advertising film market in 2025

The Unified Barometer of the French Advertising Market (BUMP) from France Pub, IREP, and Kantar Media reveals that the French media advertising market grew by +2.1% over the first nine months of 2025. This contained growth is mainly due to the major sporting event of the previous year: the Paris 2024 Olympic and Paralympic Games, which had generated strong advertising revenues. The BUMP notes a -3.2% decline in the third quarter, which was heavily impacted by this phenomenon.

The engine of this performance undeniably remains digital, whose momentum is estimated at +9% over the period, confirming its dominant role in the ecosystem.

In contrast, the five traditional media experienced a collective decline of -6.6%. Television, heavily affected by the Olympic Games (JO) effect, recorded a notable drop of -7.2% year-on-year, although it remains stable over two years. The press continues its downward trend (-8.1%). Conversely, Out-of-Home (OOH) advertising, despite an annual drop, remains the most resilient over two years, driven by DOOH. Only cinema continues to show positive growth at +2.8%.

Despite these mixed dynamics, the BUMP maintains its overall forecast for the year 2025, estimating the advertising and communication market at 35.7 billion euros, representing an annual progression close to 0%.

1. Heetch: pigeons to denounce high ride-share prices

Dubbed "Pigeons Not Pigeons" (means gullible person in French), this film targets price comparison services. The concept of using urban pigeons to visually denounce competitors' high prices seems absurd but effective. This spot was activated on May 12, 2025, across social media, digital, and radio.

Why we love this ad film ? Just because it dares to be absurd! Using pigeons to suggest competitors are treating us like "pigeons" (i.e., fools) is quirky and clever. It's the kind of slightly "silly" humor that hits the mark on social media and works big time for us too! In short, we like bold brands like Heetch.

2. Deliveroo: the unique tv partnership with Koh-Lanta

This 30-second spot was launched in February-March 2025 as part of a partnership with the TV show Koh-Lanta (a popular French reality competition). The campaign features former iconic contestants. It was broadcast on TF1 and amplified on the TF1+ platform and the ex-contestants' social networks.

Why we love it ? Firstly, because it features Jacques, a memorable contestant from the previous season! Secondly, it's the quirky, offbeat tone of the ad, where the contestant is convinced his mother is talking to him, when in fact, she's probably not! We'll let you see for yourself.

3. Renault 5 x Kayser: "oui-oui, la baguette..."

This film promotes the exclusive "Oui Oui Baguette by Renault" campaign. The idea centers around the wicker baguette holder in the electric Renault 5 e-tech. The spot aired on television and in cinemas in November 2025. A shorter version of the ad was also seen in late November 2025; during this period, a complimentary baguette was offered to drivers of this model in Paris.

Why we love this ad film ? Honestly, who would expect this combination of an electric car and a baguette? That’s seriously bold! But it’s precisely this originality that grabs our attention, and we definitely appreciate the daring approach.

4. Gifi: low prices are the real stars

This film is the second installment in a saga. It was launched on June 25, 2025, to coincide with the summer sales. The concept shows the actors being upstaged by the products and their very low, clearly displayed prices. This campaign is broadcast on TV and social media and aims to give the brand a fresh, modern edge during a period of high summer consumption.

Why we love this ad film ? The concept is clever and memorable: the products and their prices literally steal the spotlight from the actors, ensuring maximum clarity about the offer. We love it because the spot is direct, modern, and high-impact.

5. Apple vs. AI: the return of real puppets

This film was released on November 27, 2025, and launched for Christmas 2025. The concept involves filming hand-animated puppets, creating a Christmas story about a group of animals staging a show with an iPhone 17 Pro lost by a human.

Why we love this ad film ? We think this spot is highly successful! Of course, Apple releases its traditional Christmas ad every year, but this latest one particularly stood out. Here, it reinforces its message of authenticity by highlighting human creativity: jerky puppets filming themselves with an iPhone 17 Pro to challenge the rise of AI. It shows that true value lies in craftsmanship and emotion.

6. AXA: the 3 words that change everything

The national communication campaign was launched on Sunday, March 30, 2025. The objective is to break the taboo surrounding domestic violence by informing victims that an emergency rehousing guarantee is now integrated into AXA's home insurance policies. The film was broadcast on TV for 3 weeks, complemented by posters, press ads, and digital media.

Why we love this ad film ? Addressing such an important subject in the insurance world is a new move, and it gives the brand great social utility. Hats off to Axa for this campaign! We certainly love it, don't you?

7. Séguéla and Goy: the powerful call for als awareness

This campaign for the brain institute was born from the meeting between advertising legend Jacques Séguéla and Olivier Goy on France 2 in June 2024. Orchestrated by the Havas Play agency, the approximately 2-minute film focuses on the challenge undertaken by Olivier Goy, who has ALS (known as Charcot's disease in France), performing a filmed parachute jump. The idea was to create an ad about life. Broadcast on television and digital platforms since the end of May 2025, the film aims to mobilize the French public for donations and change perceptions of the disease.

Why we love this ad film ? Touching and inspiring. The staged meeting between Jacques Séguéla and Olivier Goy is an emotional triumph. Olivier Goy's courage conveys a rare authenticity, prompting the public to both offer aid and raise awareness about the disease. Given the emotion it generates and its societal impact, this campaign is undeniably essential on this list.

8. Amazon: when reading becomes a blockbuster movie

This spectacular film was launched during the summer of 2025 as part of a global campaign. The creative visual concept shows action scenes that are frozen and only come to life when you read. This 45-second spot was broadcast on TV during major audience peak times and on digital platforms. The campaign is complemented by urban Out-of-Home (OOH) advertising and immersive radio spots.

Why we love this ad film ? We definitely love the creativity! The message it sends is motivating. It takes you places and makes you want to read even more to truly experience the adventure. In any case, this ad packs a punch!

9. Motrio x Renault: the western that fixes your car

The campaign was designed by the Buzzman agency and launched on June 22, 2025. The film uses a cinematic metaphor, adopting the codes of the western genre: a patient cowboy tames and repairs a beat-up Clio. The spot is broadcast across TV, digital, print, and radio.

Why we love this ad film ? This spot takes us outside the usual car advertising box, and we love that! A Cowboy fixing a car? That’s something new! But the patience, meticulousness, and expertise instantly refer back to Motrio.

10. Burger King: the Stranger Things upside-down menu

This campaign, created by Buzzman, was launched on November 25, 2025, for the release of the new season of Stranger Things. The film features teenagers discovering they have to flip their phone upside down to access the hidden menu in the app. The spot is broadcast on TV, VOL (Video On Line), and social media.

Why we love this ad film ? This Burger King ad is clever! Generating the desire to explore a new, hidden, upside-down menu is an idea we love, and it’s creative (we're used to this from Burger King!). This film definitely made us want to test the app right away just to see the effect.

11. Deliveroo: we're good, we order, it's simple!

This 30-second spot is the first in a series dedicated to Deliveroo Plus. Launched internationally on September 5, 2024, the film features a quirky, cinematic character as a machiavellian genius who forgets his evil plans to savor a moment of enjoyment thanks to the service. It is broadcast continuously throughout 2025 on TV and digital platforms.

Why we love this ad film ? A stroke of comedic genius! The idea of a super-villain putting his most evil plans on hold just to enjoy his Deliveroo is simply unprecedented and hilarious. The campaign brilliantly conveys the message: ordering with Deliveroo Plus is the simplest, most delicious way to put your problems on mute. It's bold, it's funny, and it works!

12. Renault 5: the perfect match with Roland-Garros

To launch its car, Renault created a film showing the R5 is in love with Roland-Garros. The film's concept is that the car sees the street as a tennis court, complete with clay and white lines everywhere. This 20-second spot aired on France Télévisions and the Internet, timed perfectly with the tournament in May-June 2025.

Why we love this ad film ? We applaud the idea behind this spot! The analogy between the small, dynamic R5 and the agility of Roland-Garros players is brilliant. The message is clear: the car is as high-performing as a top athlete. A clever connection that gives full meaning to the partnership.

13. Columbus Café: zero mistakes at sébastopol

This campaign, created by Buzzman, was launched to coincide with the café's opening on April 9, 2025. The activation began with a teasing banner stating, "Soon, our neighbor will know how to spell our name correctly," and involved bringing in a misspelled competitor's cup to receive a free drink. This film is broadcast on posters (OOH) and digital platforms starting from April 2025.

Why we love this ad film ? When there’s audacity, we’re all in! Daring to call out the competition over misspelled names immediately brings a smile to your face. With the highly visible headline poster and the idea of trading in a failed cup for a free coffee, it’s quite clever for proving their attention to detail. This kind of advertising gets people talking and encourages direct sharing in stories. In the age of social media, who would miss the chance to create a buzz?

14. Deliveroo: the official service for game nights

Deliveroo is an official supporter of the FIFA World Cups 2026 and 2027 in France. The platform launched a digital campaign featuring brazilian legend Ronaldinho to celebrate the unifying spirit of football.

Why we love this ad film ? Honestly, Deliveroo hit it out of the park by choosing Ronaldinho. Forget bland ambassadors, we're talking about the most infectious smile in global football! Seeing Ronnie in this campaign doesn't just make you think of football; it immediately takes you back to the simple joy of sharing big matches. For us, the stroke of genius is that the platform positions itself not just as a delivery service, but as the official supplier of good vibes during the World Cups. It's an association that feels authentic and festive, and that's exactly what we want to get ready for 2026 and 2027!

15. Mmmh Burger King: the tone that creates buzz

This was a real-time marketing operation launched in March 2025 where the buzz started when François Bayrou spontaneously dropped an "Mmmh Burger King" during a municipal council meeting. The brand seized the opportunity in less than 48 hours and posted the clip, labeling it the new official jingle.

Why we love this ad film ? Showing Burger King's incredible responsiveness in transforming a serious political moment into a hilarious, ultra-viral joke proves that this spot deserves its place on our list. Plus, it generated a huge amount of buzz in the media and on social networks. We absolutely love the tone, it’s a true stroke of genius!

16. France Pare-Brise: the excuse that no longer holds up

Launched on April 14, 2025, this campaign employs a 360° strategy:

Television
Video On Line (VOL)
Social media
Sponsorship
Radio
Cinema
DOOH

This spot implies that with France Pare-Brise, there's no longer any excuse you can use to avoid less enjoyable obligations, such as a boring farewell party.

Why we love this ad film ? Let's be honest! Who among us hasn't tried to find an excuse to avoid boring things? Just by watching this film, we laugh because we feel targeted. Discover the spot, and you'll see we're not the only ones who really like it. Through its humor, France Pare-Brise successfully conveyed their professionalism and speed.

17. Intermarché: the tomato drama

This campaign was launched on April 20, 2025, and broadcast massively on television, online video, and digital platforms. This Intermarché spot is a champion of absurd humor. The film features a young woman in tears, devastated by the loss of her tomato, which is treated like an object of inestimable value.

Why we love this ad film ? Intermarché probably thought, let’s overstate the exaggeration of fresh produce prices in our ad. This sarcastic humor makes the film cool and effective in saying: it's too expensive elsewhere, come to us! And it’s precisely for this cleverness in transforming frustration into laughter that we adore this spot.

18. Lidl: the little price that makes grandmas squabble

This campaign started on February 10, 2025, and was broadcast on TV and digital platforms. In this spot for "Les p'tits prix oui" (the little price, yes) featuring puff pastry, Lidl affirms its position as the undisputed leader in low prices and highlights its proximity to the daily lives of families.

Why we love this ad film ? Honestly, we find this spot gentle and enjoyable. Seeing two grandmas bickering over made-up names like "cheapie-price" or "cutie-price" immediately brings a smile to our faces, and we love to laugh. In fact, it's a great way to convey an important message about purchasing power.

19. Les Petits Culottés: the diaper that controls everything

Launched digitally in May 2025, Les Petits Culottés’ campaign uses a humorous tone to highlight their promise of transparency and rigor towards parents.

Why we love this ad film ? Absolutely bold! And it's impossible to ignore their highly direct and raw humor for a baby ad, it's truly unprecedented! Their zany way of using wordplay to talk about the quality of their diapers is simply hilarious. Come watch this spot and have a laugh with us! Clearly, this is the kind of ad that leaves an impression and isn't easily forgotten.

20. Citeo: the question we will have answers to

This spot, titled "The Portrait," uses a humorous and offbeat tone to encourage the French public to recycle. This campaign was launched on January 26, 2025, and broadcast on television and digital platforms. The film highlights the amusing contrast between the difficulty of answering simple life questions and the ease of the sorting gesture, which is reduced to the single question: "Is it packaging or not?"

Why we love this ad film ? We often get stumped by those irrelevant questions we don't want to answer. The story seems touching but is mostly funny because we can relate to it. It’s this contrasting humor that grabs our attention. It immediately makes us realize that recycling is a very simple thing to do.

This list of the year's top ad films is not exhaustive, but it confirms that the key to success in 2025 lies in the ability to stand out from the ordinary. The advertising market is dominated by films that dare to be original and provoke emotion.

Daring to be bold is a solid path to success.