“It is one of the best one-liner ads ever written. Period,” says Thierry Brunfaut, creative director and founding partner at Base Design. “It just says it all in a few words. Maximum impact.

Here (in no particular order, as usual) are 12 of the best ads of the decade so far, as selected by ad industry folk, designers and educators. Keep an eye out for more print ads by decade to come.

The design is clean, with minimal text and the empty pool, making the message feel pure and universal,” says London-based designer Laura Foley, of the ad, created by Wieden+Kennedy in 2012.

Best Ad: “One of the best ads of 2024 was when DoorDash evolved what a Super Bowl ad could be by offering fans a chance to win every single other product advertised during the big game. It ...