What is the most successful advertisement ever? (part of a series)
Advertising is a powerful tool to influence consumer behavior, build brand awareness, and increase sales. In this series of articles, I will share with you some insights, tips, and examples of the best advertisements ever made. I hope you will find them useful and inspiring for your own projects.
In this first article, I will focus on the question:
What is the most successful advertisement ever? This is a difficult question to answer, as there are many factors that can influence the success of an ad, such as the product, the audience, the medium, the message, the creativity, and the timing. However, based on the criteria mentioned above, I have selected four ads that I think are among the most effective and influential in history.
They are:
1# Nike
“Just Do It”
Nike: Just Do It. This slogan, launched in 1988, is one of the most iconic and recognizable in the world. It captures the essence of Nike’s brand identity and values and motivates people to pursue their goals and dreams. The campaign, which featured athletes, celebrities, and ordinary people, reached millions of people and increased Nike’s sales by 1,000% in ten years.
2# Apple
“On January 24th, Apple will introduce Macintosh. And you’ll see why 1984 won’t be like “1984.”
Apple: 1984. This ad, aired during the Super Bowl in 1984, is widely considered as one of the most innovative and groundbreaking ads ever made. It introduced the Macintosh computer as a revolutionary product that challenged the status quo and empowered the individual.
The ad, directed by Ridley Scott, used a dystopian scenario inspired by George Orwell’s novel 1949 “Nineteen Eighty-Four” and created a huge buzz and curiosity among the viewers. The ad was seen by 45 million people and generated $150 million in sales.
3# Dove
“Real Beauty”
“No wonder our perception of beauty of distorted”
This campaign, launched in 2004, aimed to challenge the unrealistic and narrow standards of beauty imposed by the media and the industry. It featured real women of different ages, shapes, sizes, and ethnicities, and celebrated their natural beauty and diversity.
The campaign, which included print, TV, and online ads, as well as a viral video called Evolution, sparked a global conversation and a social movement about self-esteem and body image. The campaign reached 40 million people and increased Dove’s sales by 700%.
Another example of Dove’s advertising history is the vintage Dove soap commercial from 1957. This ad was part of the “Dove Face Test” campaign, which claimed that Dove was different from other soaps because it contained one-quarter cleansing cream and did not dry out the skin.
The ad featured a woman who washed her face with Dove. The ad used a catchy jingle and a scientific tone to persuade the viewers that Dove was the best choice for their skin.
5# Old Spice
Old Spice: The Man Your Man Could Smell Like.
This ad, aired in 2010, is one of the most hilarious and viral ads ever made. It featured actor Isaiah Mustafa as the perfect man who can do anything and offer anything while promoting Old Spice’s body wash.
The ad, which used a single continuous shot and a witty script, appealed to both men and women and generated a huge online buzz and engagement. The ad was viewed by 55 million people and increased Old Spice’s sales by 107%.
These are just some of the examples of the most successful advertisements ever made. They show how a creative and compelling ad can have a lasting impact on the audience and the brand. I also observed that old ads were more intriguing and clever than the new ones, which often lack charm, wit, and originality.
For instance, who can forget the iconic “Just Do It” campaign by Nike, or the hilarious “The Man Your Man Could Smell Like” commercial by Old Spice? These ads not only sold products but also inspired and entertained the viewers.
I think that these advertisements reflect the changing trends, values, and cultures of different times and places, and that is what makes them fascinating to watch.
One of the most influential campaigns in recent years was the “Real Beauty” campaign by Dove, which challenged the narrow and unrealistic standards of beauty in the media and society. This campaign sparked a global conversation and empowered millions of women to embrace their natural beauty.
As David Ogilvy, one of the most influential advertisers of all time, once said:
“The best ideas come as jokes. Make your thinking as funny as possible.”
I hope you enjoyed reading this article and learned something new. In the next article, I will share some of the best practices and tips for creating effective ads. Don’t miss it and keep writing! 😊
