Do you remember your favorite commercials as a child? That jingle that stuck in your head? Those characters that made you laugh out loud?

Advertising can be art. And for us at Deep Marketing, it is theart that drives our lives.

That's why we decided to give you a list of ten commercials that have drawn the highest line in marketing. For each commercial you will find our analysis, its effects and some interesting facts.

We begin by combining tears and laughter: Ikea Lamp.

Ikea: Lamp

The 2003 IKEA commercial directed by Spike Jonze is one of the most iconic commercials in mass market culture, yet little known in our country. It follows the small parable of a lamp as it is unceremoniously tossed into the trash, only to be mocked at the end by a passerby. The touching/grotesque story is told from the lamp's point of view, creating an emotional connection with viewers who are ultimately devastated.

IKEA, lamp

As if that were not enough, halfway through the story we see the former owner interacting with her own brand new lamp in the reassuring warmth of home, tickling in the viewer paradoxical feelings of loneliness, friendship, discomfort, reassurance. With the poor "thrown" lamp seeing all this and seeming to yearn for it. This graft borders on art.

Until the commercial closes with the fateful piano in the head, and the actor's words to the audience:

Many of you feel bad for this lamp. That is because you crazy [sic]. It has no feelings, and the new one is much better!

Many of you feel bad about this lamp. That is because you are crazy [sic]. It has no feelings, and the new one is much more beautiful!

The commercial for years remained an outstanding example of deeply effective and empathetic advertising, capable of connecting customers' hearts to the product and making them laugh.

It sparked mountains of conversations about consumerism and waste. In fact, it has been a cultural meme.

During the period when the IKEA commercial aired, IKEA furniture sales increased by 8 percent. The commercial received numerous awards, including a Grand Clio and Grand Prix at the Cannes Lions International Advertising Festival.

Armani: Acqua di Gioia

The Acqua Di Gioia Eau De Parfum commercial, released in 2010, is one of the most memorable and creative commercials of all time. It presents a calm and peaceful atmosphere that captures the essence and joy of Acqua Di Gioia perfume.

Water of Joy

The commercial features a young woman surrounded by lush and vibrant nature while enjoying a refreshing spray of Acqua Di Gioia. The commercial is full of exceptionally well grafted creative elements such as the soothing but soaring music, the close-ups of living nature, and the model's eyes. All evoke an indescribable feeling of joy, power and relaxation.

The commercial has become an iconic representation of the Acqua Di Gioia brand, which has since positioned itself firmly at the top in sales of all perfumes and is recognizable even by non-experts-that is, it is identified even by category "light buyers," the most important target in marketing.

We can hardly forget its soundtrack, so poignant and epic.

Nike: Just do it

The Nike "Just Do It" campaign was launched in 1988 and has since become one of the most iconic advertising platforms ever.

The slogan was created by Dan Wieden, the founder of the Wieden Kennedy advertising agency, and has become synonymous with Nike. The slogan is as relevant today as it was when it was first aired and speaks to the competitive nature of Nike products and the athletes associated with them.

The commercial that launched the campaign is still just as memorable and shows a no-longer-young gentleman simply going beyond his age and physical limits. Simply: he runs.

Just do It, first ever commercial

Slogan analysis

The slogan was inspired by a rather obscure source: the last words of inmate Gary Gilmore before facing his firing squad.

Gary Gilmore

Nike capitalized on this inspiring and powerful phrase in its advertising, and it was soon adopted as a way of life by many people. It has been an integral part of their aggressive marketing campaign since 1988, with Nike spending as much as $40 million on advertising that year alone. Twenty-five years later, the slogan still resonates with people around the world.

Old Spice: The Man Your Man Could Smell Like

Old Spice, "Man Your Man Could Smell Like," was an explosive operation with almost instantaneous results. It entered the marketing "hall of fame" at lightning speed.

The commercial is still celebrated for its creative blend of humor, storytelling and promotion of the product in use.

Old Spice, the man whose scent your man might resemble

The campaign led to a 125 percent increase in sales, an all-time high for the brand. It was so successful that the YouTube video received 10 million views in its first week and was even awarded theGolden Lion at Cannes Lions, a prestigious advertising award.

The rebranding and repositioning of Old Spice was an effective way to engage consumers and changed people's perception of the brand. Not only did it boost sales, but it also taught us a valuable lesson: a hedonic product can be presented in a fun way.

Android: Be Together, not the Same

The Android commercial features cute animals of different species in pairs interacting and forming unlikely friendships, showing the power of togetherness. It was a clever way to reinforce Android's mission of being universally accessible to all.

A simple message, a straightforward strategy, a clever and successful implementation.

We are together, albeit different, Android

The commercial was widely praised for its creative execution, and audiences loved the gentle humor and message conveyed. It attracted a lot of attention, millions of viewers watched it and watched it again, shared it, discussed it. It has had effects on both Android's sales and its brand equity and appreciation, something the alternative operating system to Apple has always struggled to collect. Being too often seen as "second rate" compared to Apple's software.

It helped people understand why Android was the best choice for them and encouraged them to buy its products.

John Lewis: Man on the Moon

John Lewis' 2015 "Man on the Moon" commercial was part of an immense campaign with multimillion-dollar investments. And the effect shows. Poetic and commercial at the same time.

Presents a young girl trying to cheer up a gentleman apparently stuck on the moon. How does she manage to see him? How does she interact with him? What emotional impact is created? How does their friendship relationship end?

All this is answered in a narrative that is both epic and intimate.

Do you see the gentleman on the moon?

To extend the reach of the commercial, John Lewis released an accompanying app that used augmented reality to bring the Moon to life when pointed at special posters and John Lewis stores. The commercial was an incredible example of emotional marketing. Its success caused other companies, such as Aldi, to create their own parody of "Man on the Moon" as a Christmas commercial.

John Lewis's "Man on the Moon" campaign shows that more than 90 percent of consumers want brands to make creative ads that feel like a story, and that goal was certainly achieved. It was an incredibly touching commercial with a success that was more than deserved.

We remind you that our website offers an entire collection of scientific evidence on marketing. In many of them this universal rule becomes evident.

Volkswagen: The Force

We are sure you have seen it several times.

May the force be with you! Oh no?

Volkswagen's "The Force" commercial aired during the 2011 Super Bowl, revolutionizing the way advertisers approach the Super Bowl and its absurd ad spending. It was an immediate success, and retailers and the media overwhelmingly registered positive reactions to the commercial. It was one of the most popular and critically acclaimed of the commercials made during that year's game.

The commercial showed a young boy dressed in a Darth Vader costume trying to use the "force" to move objects. He succeeds only in the end, obviously thanks to Volkswagen. The commercial created a strong emotional connection to the brand by exploiting the iconic Star Wars character. Also,

The commercial helped raise awareness and reputation of the VW brand.

Volkswagen's commercial also led to interesting side effects. Greenpeace began making parodies of the commercial to draw attention to its cause and raise awareness of the VW Dieselgate scandal. As mentioned, the commercial also set a new precedent for Super Bowl ads, creating what has become known as the "battle of the brands."

Bud: Lemonade

This is one of our favorites for two reasons: meticulous technical construction and a simple but effective level of hyperbolic creativity.

If life offers you lemons...

The commercial depicts friends enjoying a drink together as they both unknowingly sip delicious and refreshing Bud Light Seltzer Lemonade. It starts talking about the evil year 2020. And from there we witness a realistic transmutation of the famous Anglo-Saxon saying "if life gives you lemons, have a lemonade." Translated: when everything goes wrong, relax and do your best to get something out of it.

Audiences loved the lighthearted and humorous approach to advertising. And it succeeded in a most complicated intent: to push among the population in new product. Because of his message, people clamored to try this unique combination of beer and lemonade.

The commercial also served to increase brand appeal and suggested new use cases (one of the purpose of marketing) because it highlighted the versatility of Bud Light Seltzer, which can be enjoyed in multiple ways.

Coca Cola: Holidays are Coming

There is no holiday without a Coca-Cola commercial. We know. They know their business.

The "Holidays are Coming" commercial has become a beloved Christmas tradition for families and children around the world. If you have any white hair you will certainly remember this commercial that was broadcast on Italian networks as well and on several occasions.

Coca-Cola is Christmas

The iconic commercial was first launched in 1995 and features a typical bright red Coca-Cola truck driving through various winter landscapes. The music is instantly recognizable to many viewers and is often associated with the holiday season.

In fact, the whole message is based on building networks of connection between different assets associated with the brand (red color, truck, winter, holidays, family, serenity, emotional music) and is a "masterpiece" of branding that serves as an inspiration for us marketers.

The commercial has been immensely popular and successful. It has been seen by tens of millions of people around the world. It has become a cultural icon. The slogan "Holidays are Coming" has become epitome of the beginning of the Christmas season. The public's reception of the commercial was overwhelmingly positive, and many admitted that the concepts of nostalgia and brand values were obvious factors in its success.

In terms of its effect on marketing and sales, Coca-Cola's commercial had a jaw-dropping effect. Broadcast globally in 91 markets, it significantly boosted sales during the holiday season and became an essential part of Coca-Cola's Christmas campaigns.

Santa Claus

The story of Santa Claus and Coca-Cola is intriguing.

In 1931, Archie Lee, among the executives of Coca-Cola's partner company D'Arcy Advertising, wanted the brand's Christmas campaigns to feature a realistic and iconic Santa Claus. So Coca-Cola commissioned illustrator Haddon Sundblom to create an advertising graphic featuring Santa Claus, but one that would literally show a very human and lifelike Santa Claus. A "real" Santa Claus. The red coat was already iconic, little was needed to take the final step.

Sundblom was inspired by Clement Clark Moore's 1822 poem "A Visit from St. Nicholas." Moore's depiction of St. Nicholas produced a warm and welcoming image of a chubby Santa with very human features.

Sundblom's Santa Claus debuted in a Coca-Cola advertisement in the Saturday Evening Post in 1931 and, from there, appeared regularly in the magazine, as well as in, National Geographic and other newspapers. Leading up to the commercials.

Amazon: Alexa lost her Voice

Self-irony. Forgotten art in the world of fuffaguru and proclamations by unknown and inept people to be the best in the world.

Amazon's 2018 commercial "Alexa Lost Her Voice" was one of the most creative and successful campaigns of that year. It features editorials, human contexts, and fast-paced teams, where the main news is that Alexa has lost her voice. The commercial shows a worried-looking Jeff Bezos asking his people to quickly find a replacement for Alexa. The preposition "she," already in the title, reinforces the feminine gender - thus the humanity - of the device, despite its lack of a physical form.

In an effort to find a new "voice" for Alexa, Amazon enlists several celebrities, including Gordon Ramsey and Rebel Wilson. And this is where the fun really begins.

The commercial was met with a popular ovation, immediately receiving millions of views and likes on social media platforms. It had an immediate effect on brand awareness and sales of the Alexa product range, with Amazon reporting an explosive increase in sales of its Echo Dots.

In addition to the humanization of devices, creativity has highlighted the importance of controlling technology rather than being controlled by it. Somewhat paradoxical given the overwhelming power of Amazon and the heavy shadow of Big Tech over our lives. But needless to deny it: it touched raw nerves. In a funny, self-deprecating, original way.

Great work.

Alexa loses her voice!

Metro Trains: Dumb Ways to Die

On this list, this spot is by far the favorite of Francesco Galvani, CEO of Deep Marketing.

The video, made by Melbourne's Metro Trains to raise safety awareness among younger people contains a seductive melody to say the least and cartoon characters suffering a series of bizarre deaths. Nothing more. Yet it is phenomenal.

There are many stupid ways to end it!

The goal of the campaign? Simple: to learn to pay attention to trains. The success has been enormous. This commercial became the most celebrated at the Cannes awards and enjoyed more than 164 million views on YouTube.

In addition, derivative material such as a cell phone game, toys, and even a children's book increased the reach of this promotion. And it has also succeeded big time in its intent: Metro Tranis reports that the number of "near miss" accidents has decreased by more than 30 percent thanks to this campaign.

You will never be able to get it out of your head again!

Marketing is serious business

If these commercials have moved you, made you gasp with laughter or led you to reflect, in small or large ways, know that they have done its job. That is, to generate emotion. That is what marketing is supposed to do. Speak to your soul and, while doing so, associate a deep impulse with a brand. Only then can you build a relationship between brands and human beings. Only then can you hope to make people remember the name or logo of a product, service or company. And only then can you hope to grow your business.

Deep Marketing is an agency made up of experienced people. Who respect the discipline, art and science of marketing. And they respect clients. We are reliable, knowledgeable partners to bet on.

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