#4: Best Ads of 2013

I think the most effective ad of 2013 was the Smart ForTwo offroad ad.  In this case, the product was one that many people find unappealing, and society has clearly deemed to be wimpy or for the large part undesirable.  There is a large portion of the population who would not drive a Smart Car if you paid them.  Where many similar companies with glaring faults act as if those faults don't exist, the Smart company used there own shortcomings to highlight the fact that while comically small, the vehicle also outdoes every other car ever made in maneuverability and fuel consumption.  To viewers, it appears as though the Smart company owns its identity, and would rather insult themselves than pretend to be something they're not.  Meanwhile the ad also brilliantly highlights the positives about the product, without sounding unrealistic or cocky.