Advertising is a powerful tool that can not only sell products and services, but also shape public
opinion, influence culture and change the world. Among the many advertising works that have
been created throughout the history of this industry, there are those that stand out for their
creativity, effectiveness and memorability. Here are 10 examples of such advertising campaigns
that can be considered the best in history.
1
Nike: Just Do It. Author: agency Wieden+Kennedy (USA). Concept: to encourage people to act,
regardless of all obstacles and limitations.
2
Coke: Share a Coke. Author: agency Ogilvy & Mather (Australia). Concept: to personalize Coca-
Cola bottles with consumers’ names, to stimulate exchange and communication.
3
Absolut Vodka: The Absolut Bottle. Author: agency TBWA (USA). Concept: to use the
recognizable shape of the Absolut Vodka bottle in different contexts and associations.
4
Anheuser-Busch: Whassup. Author: agency DDB (USA). Concept: to show how friends
communicate on the phone, using a funny greeting «Whassup», which became a popular slang.
5
Miller Lite: Great Taste, Less Filling. Author: agency McCann-Erickson (USA). Concept: to claim
that Miller Lite beer combines two main qualities — taste and low calorie, which makes it an ideal
choice for men.
6
Always: #LikeaGirl. Author: agency Leo Burnett (USA). Concept: to fight against gender
stereotypes and boost girls’ self-esteem, showing that the expression «like a girl» should not be
an insult or a limitation.
7
Volkswagen: Think Small. Author: agency Doyle Dane Bernbach (USA). Concept: to contrast
the small and inconspicuous Volkswagen Beetle car with the big and luxurious American cars,
highlighting its advantages — economy, reliability and originality.
8
Google: Year in Search. Author: agency 72andSunny (USA). Concept: to reflect the most
relevant and significant events, topics and trends of the year that people searched for in
Google, using an emotional and inspiring montage of video and music.
9
Dos Equis: The Most Interesting Man in the World. Author: agency Euro RSCG (USA). Concept:
to create a charismatic and mysterious character who tells about his incredible adventures and
recommends drinking Dos Equis beer, because «he doesn’t always drink beer, but when he
does, he chooses Dos Equis».
10
California Milk Processor Board: Got Milk?Author: agency Goodby Silverstein & Partners (USA).
Concept: to persuade people to drink more milk, showing situations when it is not enough for
something important or tasty, such as cookies or flakes.
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