Remember your favorite childhood commercials? That jingle stuck in your head? Those characters that made you laugh until you cried?
Advertising can be art. And for us at Deep Marketing, it is the art that drives our lives.
That's why we decided to put together a list of ten commercials that set the highest bar in marketing. For each ad, you'll find our analysis, its effects, and some fun facts.
Let's begin by combining tears and laughter: Ikea Lamp.
Ikea: Lamp
The 2003 IKEA commercial directed by Spike Jonze is one of the most iconic ads in mass market culture, yet surprisingly little known in some countries. It follows the small parable of a lamp as it is unceremoniously tossed in 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 that is ultimately shattered.
As if that weren't enough, halfway through the story, we see the former owner interacting with her brand-new lamp in the warm comfort of her home, stirring paradoxical feelings of loneliness, friendship, unease, and reassurance in the viewer. The poor "discarded" lamp sees all of this and seems to long for it. This twist borders on art.
Until the commercial closes with the fateful piano-to-the-head moment, 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!
For years, this ad remained an exceptional example of deeply effective and empathetic advertising, capable of connecting customers' hearts to the product while making them laugh.
It sparked mountains of conversations about consumerism and waste. In effect, it was a cultural meme.
During the period the IKEA ad aired, IKEA furniture sales increased by 8%. The commercial received numerous awards, including a Grand Clio and the 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 ads of all time. It presents a tranquil and peaceful atmosphere that captures the essence and joy of the Acqua Di Gioia fragrance.
The ad features a young woman surrounded by lush and vibrant nature as she enjoys a refreshing spritz of Acqua Di Gioia. The commercial is filled with exceptionally well-integrated creative elements such as the relaxing yet building music, close-ups of living nature, and the model's eyes. All evoke an indescribable feeling of joy, power, and relaxation.
The ad became an iconic representation of the Acqua Di Gioia brand, which has since consistently ranked high in perfume sales and is easily recognizable even by non-experts -- meaning it is identified even by "light category buyers," the most important target in marketing.
We will hardly ever forget its soundtrack, so hauntingly 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 of all time.
The slogan was created by Dan Wieden, founder of the advertising agency Wieden Kennedy, and has become synonymous with Nike. The slogan is as relevant today as it was when it 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 equally memorable, showing an older gentleman who simply pushes beyond his age and physical limits. Simply put: he runs.
Analyzing the Slogan
The slogan was inspired by a rather obscure source: the last words of convict Gary Gilmore, before facing his firing squad.
Nike capitalized on this powerful and inspiring phrase in its advertising, and it was soon adopted as a lifestyle by many people. It has been an integral part of their aggressive marketing campaign since 1988, with Nike spending a full $40 million on advertising that year alone. 25 years later, the slogan still resonates with people around the world.
Old Spice: The Man Your Man Could Smell Like
Old Spice's "The Man Your Man Could Smell Like" was an explosive operation with nearly instantaneous results. It entered the marketing "hall of fame" at the speed of light.
The campaign led to a 125% 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 the Gold Lion at Cannes Lions, a prestigious advertising award.
The rebranding and repositioning of Old Spice was an effective way to engage consumers and changed the way people perceived 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 ad features cute animals of different species paired up and interacting, forming unlikely friendships, showcasing the power of togetherness. It was a clever way to reinforce Android's mission of being universally accessible to everyone.
A simple message, a straightforward strategy, a clever and well-executed production.
The ad was widely praised for its creative execution, and audiences loved the gentle humor and the message it conveyed. It generated massive attention -- millions of viewers watched it again and again, shared it, and discussed it. It had effects on both Android sales and its brand equity and favorability, something the operating system alternative to Apple had always struggled to achieve. Too often seen as "second-tier" compared to Apple software.
It helped people understand why Android was the best choice for them and encouraged them to purchase its products.
John Lewis: Man on the Moon
John Lewis's 2015 "Man on the Moon" ad was part of an immense campaign backed by multi-million-pound investments. And the result shows. Poetic and commercial at the same time.
It features a young girl who tries to cheer up a man apparently stranded on the moon. How can she see him? How does she interact with him? What emotional impact does it create? How does their friendship end?
All of this is answered through a narrative that is both epic and intimate.
To extend the ad's reach, John Lewis released a companion app that used augmented reality to bring the Moon to life when pointed at special posters and John Lewis stores. The ad was an incredible example of emotional marketing. Its success led other companies, such as Aldi, to create their own "Man on the Moon" parody as a Christmas commercial.
The John Lewis campaign demonstrates that over 90% of consumers want brands to create advertising that is creative and feels like a story, and this goal was certainly achieved. It was an incredibly touching ad with a more than well-deserved success.
Volkswagen: The Force
We're sure you've seen this one more than once.
Volkswagen's "The Force" ad aired during the 2011 Super Bowl, revolutionizing the way advertisers approach the Super Bowl and its absurd advertising costs. The success was immediate, and retailers and media overwhelmingly reported positive reactions to the ad. It was one of the most popular and critically acclaimed commercials among those aired during that year's game.
The ad showed a young boy dressed in a Darth Vader costume trying to use "the force" to move objects. He only succeeds at the end, of course thanks to Volkswagen. The ad created a strong emotional bond with the brand by leveraging the iconic Star Wars character.
The ad helped increase awareness and reputation for the VW brand.
The Volkswagen ad also led to interesting side effects. Greenpeace began creating parodies of the ad to draw attention to their cause and raise public awareness about the VW Dieselgate scandal. As mentioned, the ad also set a new precedent for Super Bowl advertising, creating what became known as the "battle of the brands."
Bud: Lemonade
This is one of our favorites for two reasons: meticulous technical construction and a level of hyperbolic creativity that is simple yet effective.
The audience loved the lighthearted and humorous approach to advertising. And it succeeded in an extremely difficult task: pushing a new product to the masses. Thanks to its message, people clamored to try this unique combination of beer and lemonade.
The ad also served to increase the brand's appeal and suggested new use cases (one of marketing's purposes), because it highlighted the versatility of Bud Light Seltzer, which can be enjoyed in multiple ways.
Coca Cola: Holidays Are Coming
There are no holidays without a Coca-Cola ad. We know this. They know their craft.
The "Holidays Are Coming" ad has become a beloved Christmas tradition for families and children around the world. If you're old enough, you'll certainly remember this commercial aired repeatedly on TV stations worldwide.
The iconic commercial was first launched in 1995 and features a classic 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 essence, the entire message is built on a web of connections between different brand-associated assets (the color red, the truck, winter, holidays, family, serenity, emotional music) and represents a branding "masterpiece" that serves as inspiration for us marketers.
The ad had immense popularity and success. 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 synonymous with the start of the Christmas season. The audience reception was extremely positive, and many acknowledged that the concepts of nostalgia and brand values were clear success factors.
In terms of marketing and sales impact, the Coca-Cola ad had a staggering effect. Aired globally in 91 markets, it significantly boosted sales during the Christmas season and became an essential part of Coca-Cola's holiday campaigns.
Santa Claus
The story of Santa Claus and Coca-Cola is fascinating.
In 1931, Archie Lee, an executive at 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 illustration with Santa Claus, but one that literally showed a very human and lifelike Santa. A "real" Santa Claus. The red coat was already iconic -- it took little to make 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 plump Santa with very human features.
Sundblom's Santa debuted in a Coca-Cola ad in the Saturday Evening Post in 1931 and, from there, appeared regularly in the magazine, as well as in National Geographic and other publications. Eventually making it to TV commercials.
Amazon: Alexa Lost Her Voice
Self-deprecating humor. A forgotten art in the world of fuffaguru and grandiose proclamations from unknowns and incompetents claiming to be the best in the world.
Amazon's 2018 "Alexa Lost Her Voice" ad was one of the most creative and successful campaigns of that year. It features newsrooms, real-world settings, and frantic teams, where the top story is that Alexa has lost her voice. The commercial shows a worried-looking Jeff Bezos asking his team to quickly find a replacement for Alexa. The pronoun "her," already present in the title, reinforces the feminine gender -- and therefore the humanity -- of the device, despite its lack of a physical form.
In the attempt to find a new "voice" for Alexa, Amazon recruits several celebrities, including Gordon Ramsay and Rebel Wilson. And that's where the real fun begins.
The ad was met with a standing ovation from the public, 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 line, with Amazon reporting an explosive increase in sales of its Echo Dots.
Beyond the humanization of devices, the creative highlighted the importance of controlling technology rather than being controlled by it. Somewhat paradoxical given Amazon's dominance and Big Tech's heavy shadow over our lives. But there's no denying it: it struck a nerve. In a fun, self-deprecating, and original way.
A great piece of work.
Metro Trains: Dumb Ways to Die
In this list, this ad is the absolute favorite of Francesco Galvani, CEO of Deep Marketing.
The video, produced by Melbourne's Metro Trains to raise safety awareness among young people, features a downright seductive melody and cartoon characters who suffer a series of bizarre deaths. Nothing more. Yet it is phenomenal.
The campaign's objective? Simple: learn to be careful around trains. The success was enormous. This ad became the most celebrated at the Cannes awards and garnered over 164 million views on YouTube.
You won't be able to get it out of your head!
Marketing Is Serious Business
If these ads have moved you, made you burst out laughing, or prompted you to reflect, whether in a big or small way, know that they did their job. That is, generating emotions. Marketing must do this. Speak to your soul and, while doing so, associate a deep impulse with a brand. This is the only way to build a relationship between a brand and human beings. This is the only way to hope that people will remember the name or logo of a product, service, or company. And this is the only way to hope to grow your business.
Deep Marketing is an agency made of highly experienced professionals. Who respect the discipline, art, and science of marketing. And who respect their clients. We are reliable, competent partners you can count on.
If you'd like to get in touch, or you like the idea of working with us or for us, don't wait any longer: info@deepmarketing.it