Choosing one’s favorite advertisement might be as difficult as choosing a favorite team in HBO’s “House of the Dragon.” Recently, HBO’s innovative ad campaign for the show, which featured dramatic banners displayed in iconic global locations such as The New York Stock Exchange, sparked a debate: Team Black or Team Green? This creativity is just one aspect that makes ads memorable. This article explores why I love the creative genius behind the 24 most remarkable ad campaigns in history.
Impactful Advertising Across the Ages
So, what makes these campaigns stand out as some of the best ads of all time? Their remarkable influence on brand development coupled with their ability to touch on universal truths makes them unforgettable. Interestingly, many of us today weren’t even around when these campaigns first aired.
Two significant hurdles in advertising include measuring the ad’s effectiveness and ensuring it resonates with the intended audience. Today’s consumers are spread across numerous channels, making it challenging to capture and retain their attention amidst a flood of competing ads.
As advertising methods evolve, so must our strategies. What is effective today might not be as impactful tomorrow. It’s this adaptability that keeps brands relevant and audiences engaged.
Types of Advertisements
There are numerous types of advertisements, each serving different purposes, running on distinct channels, and aiming to achieve various business goals. Here are some of the most common types of ads marketers should be aware of:
1. Print Advertising
The first recorded print ad was published in 1472 in England, according to Infolinks. Since then, print ads have been omnipresent in newspapers, magazines, brochures, billboards, and flyers. In this method, the advertiser pays to place their ad within a physical publication.
2. Direct Mail Advertising
Direct mail advertising originated in 1835 when the American Anti-Slavery Society (AAS) mailed printed material to southern religious and civic leaders. This method involves sending printed materials like postcards, catalogs, brochures, and promotional offers to a targeted mailing list.
Thoughtfully crafted direct mail can still yield results. Local businesses or service providers for home improvement often catch my attention more than generic mailers, which frequently end up in the trash.
3. Radio Advertising
Commercial radio broadcasts began in the United States in 1920. Despite the prevalence of digital music platforms today, radio remains a viable advertising medium, especially for promoting sponsored events and new products.
In this method, advertisers pay radio stations to air their ads during designated breaks in music or radio shows.
4. Television Advertising
Emerging in the 1940s, TV ads began promoting various products, from practical items to political campaigns. Advertisers now use television to market food, toys, services, and more on both local and national channels.
Advertisers pay to air their commercials during specified breaks in TV programming.
5. Internet Advertising
Internet advertising took off in the mid-1990s with “banner” ads for telecommunication companies. This method has since expanded to include video ads, search engine marketing, and more.
Advertisers pay to place their ads in interstitial spots on web pages, ensuring visibility alongside the site’s main content.
6. Social Media Advertising
Social media advertising leverages platforms like Facebook, Instagram, Twitter, LinkedIn, YouTube, and TikTok to promote products, services, or content through paid ads. Ad formats vary, including image ads, video ads, and carousel ads.
7. Mobile Advertising
With the rise of mobile phone usage in the early 2000s, mobile advertising emerged, encompassing text messages, mobile apps, mobile websites, and push notifications.
This method allows advertisers to personalize ads based on user location, behavior, and interests.
8. Podcast Advertising
Podcast advertising became popular with the advent of MP3 players. This method involves paying podcast hosts to promote products or services through sponsorship or ad spots during podcast episodes.
Similar to radio, ads can be inserted before, during, or after a podcast episode, creating a new avenue for reaching audiences.
What Makes a Great Advertisement?
The ability to capture consumer attention right from the start is crucial for any advertising method. To understand what makes an advertisement stand out, I consulted ten marketing professionals for their insights.
1. Clear and Consistent Messaging
According to Cesar Cobo, COO at Webris, “Memorable ads stick in your mind often due to consistent branding. Consistency in colors, messaging, and overall branding builds a strong identity and fosters trust.” Clear messaging is essential to ensure that the audience comprehends the main point of the ad, avoiding confusion and maximizing impact.
2. Storytelling
“The most impactful ads don’t just sell a product; they tell a story that resonates with the viewer,” says Will Yang, head of growth and marketing at Instrumentl. Connecting with audiences through relatable and engaging stories can significantly increase brand loyalty.
An example is Extra Gum’s heartwarming commercial, where a father makes paper cranes out of gum wrappers for his daughter, evoking strong emotional responses and creating a memorable brand connection.
3. Emotional Appeal
Emotional appeals in advertising tap into universal feelings like joy, sadness, or nostalgia, creating a sense of relatability. Brandon Gilliam, head of marketing and sales at Happy Grub, emphasizes that emotions drive memory and brand association, ensuring the ad resonates long after it’s viewed.
4. Building Memories
Unique taglines or humorous elements can make an ad stick in the audience’s mind. Casey Meraz of Juris Digital shares how unexpected elements, like Geico’s “Hump Day” camel, grab attention and leave lasting impressions.
5. Strategic Repetition
Consistent messaging across different platforms nurtures brand recognition. Peter Hoopis from Hoopis Pickleball highlights that a cohesive multi-channel approach builds a narrative, reinforcing the brand message with each repetition.
6. Music
Catchy jingles or memorable tunes can instantly recall brand associations. Laia Quintana from TeamUp cites McDonald’s “I’m lovin’ it” jingle as a prime example of how music can create strong, lasting brand recognition.
7. Striking Imagery
Effective visuals can captivate audiences and convey messages powerfully. Darija Grobova from Omnisend discusses how the Orange-France women’s National Football Team’s ad used impactful visuals to address gender prejudices in sports, thus creating an emotional and lasting connection with viewers.
8. Prompting Action
Effective ads create urgency and guide viewers on what steps to take next. Clear calls to action ensure that advertisements drive meaningful engagement and business outcomes.
The Best Advertisements of All Time
Without further delay, here are 24 of the most creative ad campaigns in history and the lessons they impart:
1. Nike: Just Do It
Ad Campaign: Print, Television, Internet
Nike’s “Just Do It” campaign from the late 1980s targeted the growing fitness craze, pushing the brand beyond its marathon-running niche. By promoting the universal desire to overcome personal limits, Nike skyrocketed its sales from $800 million in 1988 to over $9.2 billion by 1998.
The Lesson
Focus on the core issue your product resolves for consumers and connect with them on an emotional level. This approach can generate a profound impact and enduring appeal.
2. Coke: Share a Coke
Ad Campaign: Print
Coca-Cola’s “Share a Coke” campaign personalized bottles with individual names, creating a personal connection with consumers. This resulted in immediate attention and engagement, prompting fun interactions among customers.
The Lesson
Creating a sense of personal ownership and fun can significantly boost consumer engagement and brand loyalty.
3. Absolut Vodka: The Absolut Bottle
Ad Campaign: Print
Absolut Vodka’s campaign featured print ads with creative representations of its iconic bottle. This 25-year-long campaign, the longest uninterrupted ad campaign ever, helped Absolut capture half of the imported vodka market in the U.S.
The Lesson
No matter how simple your product is, creativity in storytelling can catapult it to unparalleled heights—just as Absolut did with its bottle imagery.
4. Anheuser-Busch: Whassup (1999)
Ad Campaign: Television
Anheuser-Busch’s “Whassup?!” campaign transformed a simple greeting among friends into a cultural phenomenon. The hilarious and relatable tone resonated with viewers, making it an everlasting part of pop culture.
The Lesson
Authenticity and humor in your ad can create a genuine connection with your audience, making it memorable and impactful.
5. Miller Lite: Great Taste, Less Filling (1974)
Ad Campaign: Print, Television
Miller Lite’s “Great Taste, Less Filling” campaign created the light beer market, targeting “real men” and battling the misconception that light beer couldn’t taste good.
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