Expert-selected top ads throughout history showcased in a definitive ranking
In the realm of advertising, few campaigns have managed to capture the public's imagination quite like the ones we're about to delve into. These iconic adverts, each with their unique story, have left indelible marks on our collective consciousness.
Let's start with the PlayStation ad called "Mental Wealth", directed by Chris Cunningham, the man behind Aphex Twin's music videos. Launched in the late 90s, this ad caused quite a stir and is now widely regarded as one of the strangest TV ads of all time.
Moving on to a more familiar tune, the Coca-Cola commercial called "Hilltop" was released in 1971, featuring the song 'I'd Like to Buy the World a Coke'. The inspiration for this ad came from a real-life event - a flight redirected, where passengers bonded over drinking Coke together.
Fast forward to 1985, and we find ourselves in a 1950s-style laundromat, where model Nick Kamen strips down to his boxers, all while Marvin Gaye's 'I Heard It Through the Grapevine' plays in the background. This was the Levi's 501: Launderetee ad, a perfect move to grab the attention of young potential buyers romanticising the '50s and '60s and the stars of that era.
The "Share a Coke" campaign by Coca-Cola, from recent years, stands out as an exceptional example of storytelling in advertising. By personalising bottles with individual names, the company created emotional connections and strong narrative engagement with consumers worldwide.
Shelley Adamson, creative director at UNIT9, considers the Nike: You Can't Stop Sport ad a work of visual mastery. Praising its message of togetherness, she appreciates the seamless joining of contextually different frames. The ad, crafted by Wieden + Kennedy in 2020, interweaved various sporting moments and diverse participants together through a split-screen format.
The Apple ad "1984", directed by Ridley Scott, was an allusion to George Orwell's novel and introduced the Macintosh as ushering in the defeat of an Orwellian future. Filmed on Gold Hill in the town of Shaftesbury, Dorset, the Hovis bread commercial, directed by Ridley Scott in 1973, shows a boy pushing a bicycle laden with Hovis bread, up a picturesque cobblestone street, narrated by the older voice of the boy reminiscing.
The Tango: Orange Man ad, created by now-defunct ad agency HHCL in 1992, depicted an orange painted man unexpectedly slapping a Tango drinker across the face, with commentators rewinding and narrating the event. The ad sparked major controversy when children began injuring each other by mimicking the ad.
The "Old Spice: The Man Your Man Could Smell Like" campaign, starring Isaiah Mustafa as the 'Old Spice Guy', turned the brand's image around in 2010.
The United Colors of Benetton: The Face of AIDS ad, launched in 1991, sparked major controversy with its haunting image of AIDS activist David Kirby on his deathbed, surrounded by family, colorized by Benetton's creative director Oliviero Toscani, purposely likening Kirby's appearance to a depiction of Jesus. Anastasia Kārkliņa Gabriel, cultural theorist, strategist and author of Cultural Intelligence for Marketers, considers this ad a significant artefact because it disproves the misconception that conscious marketing that sparks public backlash is a recent phenomenon.
The poster for Bob Dylan's 1967 Greatest Hits album, designed by Milton Glaser, is considered a classic emblem of 1960s counterculture. Caroline Hajny, director, considers the Levi's 501: Launderetee ad a perfect move to grab the attention of young potential buyers and credits it for reviving Levi's as a brand, cementing it as a desirable staple piece in every young person's wardrobe.
Lastly, the Guinness campaign created by artist John Gilroy in 1936, featuring various circus animals in humorous situations, is considered a landmark in advertising history. Its message of unity reflected the zeitgeist of the 1970s. The "Think Small" campaign by DDB for Volkswagen in 1959 boldly highlighted the Beetle's compactness and simplicity, flipping the script on the advertising of the time.
These adverts, each a unique piece of art, have shaped our cultural landscape in significant ways. From the strangest to the most controversial, they continue to inspire and captivate audiences today.
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