The advertising landscape has heavily changed over the years, it’s become more targeted and less likely to have mainstream water cooler talk about it. However, there are some gems that I still think of and reference because of how memorable they were.
This is my list of the best ads – not ones that were created under my watch, but that I truly enjoyed. In some cases, there might be a story included or a reason of why it made it on the list, where as others are simply here to enjoy.
If you’ve got something that you think deserves to be on the list, let me know. This list will be updated as I see more deserving ads, or remember one that I’ve missed before.
… in no particular order…
Brazil 1998 World Cup campaign – Nike Soccer
You hear Mas Que Nada, see Ronaldo, or recognize the CBF team kit, and you’re immersed in the creativity of this campaign. There’s a strong, yet balanced, mix of football stars, familiar surroundings for the audience, defying authority, product placement, and demonstration. This, all while reminding you that you can play anywhere. The fantasy of football on the tarmac seems outlandish with the evolution of airport security since this was released in 1998 for France hosting the World Cup. Looking back, Nike still captures imagination and reminds us to be creative and just do it, even if you need to overcome language barriers (only a few of the players could have done an English-speaking spot) and still make more of an impact. A picture is worth more than a thousand words with this one.
The Nike Phone Ads
Engagement has defined more of my career than anything else. Having more connection with your customers is so important, regardless of when the sale happens. These ads were a testament to staying connected to customers during the golden age of sneakers. While this was an incredible time, many of these designs were too expensive for customers (and we saw simplified designs quite often), but it was the technology that the signature athletes were craving to have in their sneakers– lighter, faster, quicker, softer… whatever you needed to optimize the movement that individual player needed in their style of play for their sport. Want to play basketball like Michael Jordan, Penny Hardaway, Chris Webber, or Jason Kidd — buy their shoe. Want to play football like Dion Sanders, Barry Sanders, or Jerome Bettis — buy their shoe. It even had Sergei Federov’s famous white Nike Skates. Epic campaign, something that you could say shifted sponsored athletes’ endorsements to be less about watching and more about engaging.
Snickers – You’re not You when You’re Hungry
The best advertising makes us feel something. What if the ad made you remember a feeling and provided a solution. These series of Snickers ads (and I don’t even know if I’ve picked the best one to showcase) did just that. When you’re friends are not being themselves, it might be simply hunger. So, help them with a Snickers. It’s simple. Clever. Actionable. And works with their brand positioning that they are heartier than your typical candy bar.
Wassssup
Can’t really be classified or pulled the origin of how the creatives dreamed it up, however, in the era of Seinfeld being “about nothing” this really fit with the time. We were connected by watching the same shows, with people entering the scenes of most sitcoms at any moment. The spin-offs, from Wasabi and the Grandmas to being recreated for Scary Movie showed how quickly this commercial by Budweiser crossed cultures and related to everyone.
The Nissan 300zx: GI Joe & Barbie
Van Halen on the stereo, GI Joe stealing Barbie from Ken, this commercial nailed it.
Ali Landry & Doritos
Being the “Doritos Girl” isn’t a bad thing for Ali Landry, especially over two decades of changing advertising that saw few spokespeople stand the test of time outside of athletes brand deals and sponsorships. Numerous commercials, always introducing something new with Doritos, Ali Landry has become a part of our history with Superbowl ads, Doritos launching new products and for most people, forgetting that prior to this first commercial, she was Miss Louisiana and Miss USA.
The Kia Hamsters
The original Kia Hamsters to launch the KIA Soul came out of nowhere and piqued curiosity, brought more market share to KIA (not just with Soul sales), and launched a dance hit, In My Mind. The hamsters were so popular, they were the mascots of the Kia Soul for years to come in video, billboards, print ads, and dealership merchandising.