2025 Video Ad MVPs Ranker
Annual roundup of video creative leaders across likeability, intent and emotions.
Each year, a small set of ads truly cuts through. In 2025—amid economic turbulence and an AI-accelerated creative landscape—the ads that rose to the top did so by leaning into what AI can’t replicate: authentic human connection and creative courage.
This year’s standouts delivered stronger emotional reactions, higher intent, and deeper audience connection than nearly 11,000 other video ads tested. The 2025 Video Ad MVPs report spotlights the creative that outperformed their category benchmarks across five creative KPIs, providing a data-backed view into why they worked.
The ads that broke through didn’t just entertain. They sparked connection. They moved people. And now, they offer a blueprint for stronger creative in 2026.
Inside the Report
- Top 10 most Likeable ads—and what drove their above-norm lifts.
- Top 10 purchase-intent leaders: early signals of sales-driving creative impact.
- 2025’s funniest ads: what comedy approaches connected.
- Top storytelling spots: powerful narratives that outperformed in a year when storytelling was rare.
- Most audio-forward ads: how music and sound shaped emotional response.
- Creative themes, and data-backed insights across lists.
- Benchmarks to show what “good” really looked like in 2025.