The Best Native Advertising Examples of 2018 [continuously updated]

Gustaf Stenlund | Updated on June 8, 2018

 
Each week we pick extraordinary campaigns, which we spotlight in This Week in Native Ads (sign up to the newsletter here). Inclusion in This Week in Native Ads, automatically gets you in consideration for the best of the year. See 2015, 2016 & 2017.
 
If you’d like to submit your own work for consideration, please do so here.
 
If you haven’t been able to find relevant examples for you, feel free to send us a note. The team would be happy to send some across.
 
Summary list

 

Q1

On the Road in 2017 – Where we drove and why


This is a terrific piece by Waze on T Brand Studio. We love data-driven content. Here’s a fun data point: “You’d expect more people to hit the gym in January — and Waze users did. But they also made 14% more trips to fast-food restaurants at the end of December, compared to the previous four weeks.”
 
Category: Software / Application

Featured in: This Week in Native Ads 1/12



 

Hyperloop: designing the future of transport?


Altran designs for Hyperloop

We love this piece of content from Altran on FT, exploring the Hyperloop and one of the teams getting after it. Great (commercial) and awareness piece for the engineering firm. It inspires us to go to them if we want to do great work.
 
Category: Technology

Featured in: This Week in Native Ads 1/26

 

Danny McBride’s Dundee movie is really just a Super Bowl ad

Tourism Australia Presents Dundee
Tourism Australia came out with a Dundee revival. Crocodile Dundee, for many, is how we fell in love with Australia in the first place. After seeing this commercial we really want to see the movie (let’s get it into production). It’s timely, culturally relevant, and for some it brings up a lot of nostalgia.
 
Category: Tourism

Featured in: This Week in Native Ads 1/26

 

Dear Gus

P&G campaign #loveoverbias
Proctor & Gamble + The Players Tribune bring us a heartwarming letter from Pip Kenworthy, mother of Olympic Alpine Skiier Gus Kenworthy. It’s a part of their #LoveOverBias Campaign for the 2018 Olympic Winter Games.
 
Category: Sports

Featured in: This Week in Native Ads 2/2

 

The world in 2384:
Is it possible to achieve immortality?

Netflix series altered carbon
Netflix on Wired for Altered Carbon. The experts weigh in on predictions for the future.
 
Category: Entertainment

Featured in: This Week in Native Ads 2/9

 

Using Smart Technology to Aid Factory Workers

vmware ad on smart technology
VMWare on Re:Think talking about how smart technology can benefit factory workers. Good example of pulling in The Atlantic audience with smart content and relating it to how VMWare can help.
 
Category: Technology

Featured in: This Week in Native Ads 2/9

 

Pint by pint, Maryland’s sustainable breweries support local communities

Maryland Breweries Support Local Communities
Maryland’s Beaches and beyond on WP Brand studio featuring local business (win) and a compelling reason to visit year round (craft beer).
 
Category: Tourism

Featured in: This Week in Native Ads 2/16

 

Smart Cities: Charleston, South Carolina

Volvo's Smart Cities - Charleston
Volvo + National Geographic bring a great piece about a beautiful city steeped in rich history, with a new creative economy that will only continue to grow. You see why Volvo’s keen to share that this is where their first American factory is opening up later this year.
 
Category: Automotive

Featured in: This Week in Native Ads 2/16

 

Never Before Seen Footage of Media Animals Battling it Out in Their Natural Habitat

CollegeHumor's Media Landscape
A hilarious video by CollegeHumor explaining the current media environment.
 
Category: Media

Featured in: This Week in Native Ads 2/16

 

Hands-on Design: Ranch Houses

Nest + Curb on the Ranch House
Nest + Curbed is the perfect partnership. In this piece they’re talking about the most popular house types in America; what does the first Apple computer, The Brady Bunch and Breaking Bad have in common? They all took place in a “ranch house”.
 
Category: Technology

Featured in: This Week in Native Ads 2/23

 

A Sailors Life

BBC + Cunard about the life of a sailor
Cunard + BBC bring a piece which shares a unique perspective on the natural and cultural phenomena that are sea voyages. Great story, some nice imagery and includes a strong CTA.
 
Category: Tourism

Featured in: This Week in Native Ads 2/23

 

How To Protect Your Data From Hackers

Okta + The Onion on Data Protection
Okta + The Onion give tips on how to keep your data safe.
 
Category: Cyber Security

Featured in: This Week in Native Ads 3/2

 

The Someday Ride

BMW's Short Film Featuring Their Motorcycle
BMW brings a beautiful short film that is artfully shot. It incorporates universals truths in our technological age and our longing to get away.
 
Category: Automotive

Featured in: This Week in Native Ads 3/2

 

Designing for the Future

Volvo + Atlantic's Re:Think About The Future of Design
Volvo on Re:Think talking about the future and their own approaches to people-centered design.
 
Category: Automotive

Featured in: This Week in Native Ads 3/2

 

Is NZ ready for its $80 billion investment windfall?

The Spinoff with Simplicity bring a great piece of thought leadership
The Spinoff with Simplicity (NZ’s 401k) is a great thought leadership piece. The topic draws you in and is enhanced by the existence of the brand.
 
Category: Finance

Featured in: This Week in Native Ads 3/9

 

In a world of wannabes, Lee-Ann Curren transcends labels

Van partners up with Huck to reach a niche audience.
Vans partners up with Huck to reach their niche audience. It’s a great story of surfer musician Lee-Ann Curren supplemented with good video and photos.
 
Category: Fashion

Featured in: This Week in Native Ads 3/9

 

HomePod — Welcome Home by Spike Jonze

Apple's beautiful curate ad for HomePod
Apple posted a beautifully curated piece, promoting their HomePod, on how music can brighten up any day.
 
Category: Technology

Featured in: This Week in Native Ads 3/9

 

The Myth of Nature’s Second Brain, Exposed

Mailchimp branded content via Vox explainer video Mailchimp partnered with Vox for this piece of content. Interesting, on brand for MailChimp, and in front of the right audience. Good to see Vox getting traction with their explainer video format. Watch out for ‘manage the back end of your small business’.
 
Category: Marketing

Featured in: This Week in Native Ads 3/16

 

Bushmills City Guides

Bushmills' city guides Bushmills via Vice: guides for celebrating St Patrick’s day in some US cities.
 
Category: Alcohol

Featured in: This Week in Native Ads 3/16

 

The Many Faces of Masculinity

Harry's many faces of masculinity Poignant piece from Harry’s on Washington Post about men challenging traditional notions of what it means to be a man.
 
Category: Beauty

Featured in: This Week in Native Ads 3/23

 

Ice Blazers

Under Armour Launches Branded Content Venture with Nigerian Bobsledders Under Armour launches a branded content venture with Nigerian bobsledders. This is a perfect fit for the brand and its mission.
 
Category: Sports

Featured in: This Week in Native Ads 3/23

 

The Philharmonic Turntable Orchestra

Technics - Philharmonic Turntable Orchestra Technics presents the Philharmonic Turntable Orchestra. Beautiful.
 
Category: Technology

Featured in: This Week in Native Ads 3/23

 

Q2

 

A Cyclist’s Guide to Ottawa’s Culinary Scene

A Cyclist’s Guide to Ottawa’s Culinary Scene
Destination Canada on Bon Appetit takes us on a culinary adventure. You had me at Smoky Old Fashioned!
 
Category: Tourism

Featured in: This Week in Native Ads 4/6

 

Henry Rollins and Mercedes Explore the Vulnerable Side of ‘Toughness’ in Branded Content Series

Henry Rollins for Mercedes Henry Rollins Travels across Australia – focused on Tough Conversations.
 
Category: Automotive

Featured in: This Week in Native Ads 4/6

 

Pioneering Spirits

Lexus on CNN - pioneering sprits Lexus on CNN takes a look at four men who are driving innovation at Lexus.
 
Category: Automotive

Featured in: This Week in Native Ads 4/6

 

Blockchain – The New Technology of Trust

Goldman Sachs on Blockchain Goldman Sachs on Mic educating about the blockchain via a well crafted interactive experience.
 
Category: Finance

Featured in: This Week in Native Ads 4/13

 

The High-Speed Future of the Hyperloop and What It Means for Airlines

cartrawler on skift about hyperloop CarTrawler + Skift talk the future of short haul travel, with the development of Hyperloop, and the implications it will have.
 
Category: Technology

Featured in: This Week in Native Ads 4/13

 

The Storytellers of Vermont

CBS + Toyota: The storytellers of vermont CBS with Toyota in Vermont, with a light brand integration. It’s designed to reflect the audience and the brand’s relationship, an elegant nod to native integration. Laid back and shines the light on Vermont culture.
 
Category: Auto

Featured in: This Week in Native Ads 5/4

 

Saving Our World

Business Insider + BASF: Saving our World This Business Insider series with BASF discusses the future in the face of our planet’s environmental issues.
 
Category: Technology

Featured in: This Week in Native Ads 5/4

 

Diamond in the Rough

National Geographic + Rolls Royce: Diamond in the Rough Rolls Royce + National Geographic. The brand has been slowly releasing the hype videos in the build up to their SUV launch. To establish SUV credibility, the vehicle is still in pre-launch wrapping, so that you focus on its merits. Smart. A partnership with Nat Geo is also not one you would expect from Rolls Royce but it helps impart the adventure and opportunities.
 
Category: Auto

Featured in: This Week in Native Ads 5/4

 

The Urban Wild

Vice + Visit Copenhagen - Urban Wilds Vice partners with Visit Copenhagen, sending Brandon Jew Chef at Mr Jiu’s in San Francisco to Copenhagen to meet Kristian Baumann.
 
Category: Tourism

Featured in: This Week in Native Ads 5/11

 

Crazy/Genius

Atlantic + Westworld present crazy/genius HBO/WestWorld partner with The Atlantic for Crazy/Genius, a podcast-hub on The Atlantic which cover topics in technology and culture.
 
Category: Entertainment

Featured in: This Week in Native Ads 5/11

 

How Blockchain is Disrupting AR

Venturebeat + Scanetchain Scanetchain with VentureBeat is simple straightforward thought leadership highlighting the interesting work that one startup is doing.
 
Category: Technology

Featured in: This Week in Native Ads 5/18

 

SoFi presents woman who paid off student loan debt with parade and party

SoFi throws a paid off debt party SoFi threw an awesome “graduation” for one lucky user who paid off her student loans.
 
Category: Finance

Featured in: This Week in Native Ads 5/25

 

The 12 Best Father’s Day Gifts for the Stay-at-Home Dad

Minnetonka best father's day gifts Gear Patrol’s best father’s day gifts with Minnetonka. Simple, straight forward. Features the product and positions the brand based on the other products’ tacit endorsement by being on the list.
 
Category: Fashion

Featured in: This Week in Native Ads 6/1

 

How Corning, New York, Changed the World With Glass

Corning Museum of Glass Atlas Obscura with The Corning Museum of Glass is really good. I like their style of telling interesting stories, anchored in a brands heritage. Plus a great local example.

 
Category: Tourism

Featured in: This Week in Native Ads 6/1

 

Smirnoff teams up with Lad Bible for long-term ‘Free to Be’ nightlife diversity push

Smirnoff + LADBible "unsung heroes" Smirnoff with Lad Bible, the unsung heroes of your night out. Great social messaging.
 
Category: Alcohol

Featured in: This Week in Native Ads 6/8

 

 
 
 
Check out 2015, 2016 & 2017 and submit your own work for consideration here.
 


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