It was a long and arduous journey, filled with dramatic upsets, astonishing twists and unlikely victors—but Adweek's 2020 Ad of the Year Reader's Choice bracket winner emerged yesterday. After amassing a stunning army of Twitter fans, Oreo’s Doomday Vault claimed the final victory against the Wisconsin Democrats’ (also impressive) virtual Princess Bride cast reunion. The Global Oreo Vault is a real asteroid-proof facility built in Svalbard, Norway, to protect the Oreo recipe—though thanks to this bracket, Steak-Umm might ultimately be stored there as well.)

Peer inside the vault: What lengths would YOU go to save your cookies from a catastrophic event?

• Every Ad of the Year: The Doomsday Vault alone doesn’t come close to encompassing the power and emotional range of 2020’s best marketing moments, which Adweek’s editors compiled here for your viewing pleasure, pain and humor. Plus, on the latest edition of Yeah, That’s Probably an Ad, our editors discuss highlights from the 2020 picks and what made them so impactful.

It’s been a tough year for media publishers, but for the most part that hasn’t subdued their optimism for what’s ahead in 2021, according to an Adweek survey. Those with the resources are anticipating new opportunities in CTV, commerce and virtual events. In fact, overall, 71% of publishers foresee positive financial growth in 2021. 

Explore the data: Learn what they’re planning to capitalize on a sunny outlook.

Per Nielsen ratings, football proved to be among the most-watched telecasts and regular series in 2020—which isn’t anything new. The majority were football games and post-game shows, with Super Bowl 54 leading with 102.01 million viewers on Fox. Also among the most-watched included Blue Bloods and Young Sheldon on CBS and Chicago PD and This is Us on NBC.

Here’s what drew the most viewers this year. 

• Disney awarded media buying and planning responsibilities in the U.S. for streaming service Hulu to Publicis’ Disney-dedicated Publicis Imagine.
• Heineken USA has appointed Sid Lee as its U.S. creative agency of record.
• After laying off 20% of its staff earlier this years due to Covid-19 impacts, Giant Spoon has hired Kenny Mac as vice president of strategy, with the goal of helping clients better reach and connect with multicultural audiences.
• Belinda Smith has joined global media network m/SIX as Americas CEO, a new role at the agency overseeing the agency’s operations in the U.S., Canada, Mexico, Argentina and Uruguay.
• VMLY&R promoted Allison Pierce to global chief creative officer across the agency’s Intel team, and named Mel Routhier CCO of the WPP Walgreens team.

In the age of authenticity and consumer connection, purpose is more important than ever. We asked nine top CMOs to share with us exactly what that means and how brands and leaders can achieve it. Among the key themes that emerged was an imperative to root purpose within your brand’s people and business plan, and living out purpose through clear action that drives tangible societal change.

Learn what leaders from Ulta Beauty, Walgreens Boots Alliance, Bank of America and more have to say about defining, activating and sustaining your purpose.

More of Today’s Top News & Highlights:

• After Making Baby Food Healthier, Entrepreneur Is Targeting Toxins in Diapers
• Gerety Awards Refreshes Brand and Website to Reinforce its Purpose
• Finance Firm Oarex Secures $50 Million Credit Line to Shore Up Liquidity in a Recovering Sector
• Can Facebook-Led Libra, Now Named Diem, Seize the Day When Its Crypto Coin Debuts?

In an emotional and widely shared ad for Dutch pharmaceutical brand DocMorris, an old man has a goal: To regain the fitness of his youth. He digs out a kettlebell—one he can’t quite lift—from his garage, and with repetition and determination, he gradually grows stronger and is able to lift it again. But the reason for his fitness routine will melt even the frostiest of hearts.

2020 has been a year rife with unexpected challenges and new opportunities, during which the only constant has been rapid change. And so far, 2021 shows no promise of slowing down. Join Adweek for the inaugural Outlook summit, January 26-28, to hear from top marketing, media and tech executives, forecasters and thought leaders on the state of the state, predictions for the road ahead, and tools and strategies that will supercharge growth and revenue in uncertain times. Save your virtual seat.

#WhopperAndFriends initiative sees burger giant promote local businesses on Instagram.

But most seasons, and bonus footage, will be restricted to the platform's Premium tier.

The brand is selling puzzles with a surprise bottle of the prank-friendly beverage.

Reporters Without Borders ad says fighting against misinformation is 'essential to protect democracy.'

It continues the Spotify Wrapped initiative to put a bow on 2020.

The series, from Shonda Rhimes and Chris Van Dusen, debuts on Christmas Day.