Work of the Year: LBB's Favourite Latin American Ads of 2025
After recapping the top creative work from the US last week, and selecting some of our Canadian favourites too, the time has come for us to take a look back at the excellent ads that came out of Latin America in 2025.
You can see our comprehensive reel of all the top Latin American work here.
But below, we've picked out a few personal highlights to share with you. From flying luchadors for airline Aeroméxico to sun-aged OOH brilliance for Corona, and an exquisite animated tale of transcendental love for Cerveza Victoria, the creative from the region this year has been spectacularly varied and imaginative.
Check out these favourites below, and see the full Work of the Year reel here.
Corona - Certified by the Sun
Chosen by Addison Capper
As part of its 2025 centenary, Corona’s advertising leaned hard into its long-held relationship with the sun. Among a strong body of work globally, my favourite execution is this print campaign - a glorious celebration of branded imperfection. ‘Certified by the Sun’, by GUT Mexico City, centres on logos found on umbrellas, buildings, coolers and trucks. which have all been naturally faded through years of exposure to the Mexican heat.
Coca Cola - Shades of Red
Chosen by Tará McKerr
A proper goodie. From DAVID Madrid, this work was inspired by local “tienditas” (small neighbourhood stores) with red Coca-Cola awnings in Mexico. Recognising the significant part that small businesses represent for Coca-Cola in the country, given they generate nearly half of its sales in the market, To honour this history and those relationships, the brand revived 12,700 faded red awnings, and the work bagged them a Gold and two Bronze Lions.
Aeroméxico - Aeromexicanos de Aeroméxico
Chosen by Ben Conway
I appreciate when a brand finds a way to authentically integrate itself into culture -- especially when it does so in a visually attractive and cinematic way. Earlier in 2025, Airline Aeroméxico did just that, partnering with Ogilvy Mexico and Mexican luchadores -- renowned for their high-flying, audacious acrobatics.
Turning the gravity-defying moves of Mexican wrestlers into a symbol of national pride, they surprised luchador Barack with his first-ever flight in the process. To do this, the agency created a formula that converted his ‘flight hours’ – his time spent airborne during matches – into air miles for a trip to Colombia.
The film itself also stars wrestling icons Redimido, Tigre Blanco and Bandido, and treats the lucha libre art form with style, passion and authenticity. The slo-mo shots of the wrestlers soaring off the turnbuckle are like something from a nature documentary, and the connection between the brand, Barack’s personal story and one of Mexico’s greatest traditions is both synergistic and artfully executed.
Cerveza Victoria - 'A ti, ¿quién te espera?' ('Who’s Waiting for You?')
Chosen by Abi Lightfoot
Beer brand Cerveza Victoria unveiled an illustrated love letter to Mexican traditions with 'A ti, ¿quién te espera?' ('Who’s Waiting for You?'). Created by Wieden+Kennedy Mexico, the film, which runs for over four minutes, is made up of over 2500 hand-drawn and painted scenes. Released around the Día de Muertos, the campaign invites people to honour and remember those waiting for us on the other side through a tender, tear-jerking narrative centred around a man, his dog, and their enduring bond that transcends life and death.
