Campaign↕ | Brand↕ | Year Launched↕ | Agency↕ | Known For↕ |
|---|---|---|---|---|
| Just Do It | Nike | 1988 | Wieden+Kennedy | 3 words that built a $30B brand, inspired by a murderer's last words, Michael Jordan partnership |
| Think Different | Apple | 1997 | TBWA\Chiat\Day | 'Here's to the crazy ones', saved Apple from bankruptcy, Einstein + Gandhi + Lennon posters |
| Got Milk? | California Milk Board | 1993 | Goodby Silverstein | Milk mustache celebrity photos, 'Aaron Burr' TV spot, parodied endlessly, iconic catchphrase |
| 1984 (Macintosh) | Apple | 1984 | Chiat\Day | Ridley Scott-directed Super Bowl ad, Orwellian dystopia, aired only once, launched the Macintosh |
| Where's the Beef? | Wendy's | 1984 | Dancer Fitzgerald Sample | Clara Peller's catchphrase, entered political discourse (Mondale used it), competitor-mocking genius |
| Share a Coke | Coca-Cola | 2011 | Ogilvy | Personalized name labels on bottles, people bought Cokes with their name, UGC social media explosion |
| The Man Your Man Could Smell Like | Old Spice | 2010 | Wieden+Kennedy | Isaiah Mustafa's towel monologue, 'I'm on a horse', saved a dying brand, viral YouTube responses |
| Absolut Bottle | Absolut Vodka | 1981 | TBWA | 25-year campaign of bottle silhouettes, 1,500+ ads, turned vodka bottle into art, longest running campaign |
| De Beers: A Diamond is Forever | De Beers | 1947 | N.W. Ayer | Invented the diamond engagement ring tradition, 'A Diamond is Forever' = greatest ad slogan ever |
| Dove Real Beauty | Dove / Unilever | 2004 | Ogilvy | Real women (not models), challenged beauty standards, Evolution viral video, sparked body positivity |
| I'd Like to Buy the World a Coke | Coca-Cola | 1971 | McCann Erickson | Hilltop multicultural singing, 'I'd like to teach the world to sing', Mad Men finale reference |
| Marlboro Man | Marlboro | 1954 | Leo Burnett | Rugged cowboy masculinity, made filtered cigarettes manly, 3 Marlboro Men died of lung cancer |
| Red Bull Stratos | Red Bull | 2012 | In-house | Felix Baumgartner's space jump from 128,000 feet, 8M live YouTube viewers, 'Red Bull gives you wings' literally |
| Whassup?! | Budweiser | 1999 | DDB Chicago | Friends greeting each other on phone, became global catchphrase, Oscar-nominated short film origin |
| We Try Harder | Avis | 1962 | Doyle Dane Bernbach | Turning #2 position into an advantage, honesty in advertising revolution, DDB's creative revolution |
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