Moving, provocative and inspiring – we pick the 10 best ads of 2014 that make you watch from beginning to end.

The best advertisements don’t tell you what you already know – they make you want to know more. They intrigue and inspire, stir emotions that you wouldn’t have associated with the product or service being advertised. Some make you think about what you’re really looking at and can even change your point of view. But, best of all, they make you watch right until the end – because when they’re this good, they’re more than just ads.

God Only Knows

Published on YouTube on Oct 7, 2014
Views: 9,605,710 (Dec 10, 2014)
Advertiser: BBC Music
Agency: Karmarama, London
Production: Red Bee
Director: Francois Rousselet

To promote the launch of BBC Music, the British media company put together what it calls the “impossible orchestra” featuring 27 singers and musicians from various genres and eras including Elton John, One Direction, Lorde and Pharrell Williams covering the The Beach Boys’ 1966 classic God Only Knows. As familiar and unfamiliar voices and faces appear and sing lines from the song, Disney-style CGI magically envelops them in a bubble of lovelorn wonder and reminds us why music is such a magical thing.

Lost & Found Service

Published on YouTube on Sept 23, 2014
Views: 16,292,652 (Dec 10, 2014)
Advertiser: KLM
Agency: DDB & Tribal, Amsterdam
Production: Big Shots BV
Directors: Danny van den Bersselaar and Elian Wils

When KLM uploaded this ad featuring an adorable floppy-eared beagle – whose real name is Sherlock – ferrying items left behind on flights back to their owners, viewers went wild. “How cu-u-u-te!” “So innovative!” “They allow dogs on planes?” But then, as everyone later discovered, the whole thing was fake. The so-called beagle-powered “lost and found service” and interviews with KLM staff were all part of a PR stunt to get shares on social media. And while we all felt cheated and manipulated, there’s no denying the ad worked its charm. Who can resist such cuteness?