Advertising is considered to be the engine of trade. However, in a series of monotonous and similar one-day projects, there are also those who have become the real wealth of the world of trade. It is to such advertising companies that they are equated, copied in attempts to repeat success.
They blow up the market, multiply the number of sales, after all, deliver aesthetic pleasure to people. Below are about twenty such campaigns that changed the views of consumers on advertising in general.
These projects are known to every major advertiser – their strategies, slogans, prints and videos. After all, this is a kind of manual on creativity and achieving the goal in such a difficult matter as advertising. Campaign follows the time of its launch, beginning in 1948.
DeBeers. “Diamond forever” (N.W. Ayer @ Sons, Inc., 1948).
The South African company has proved its company. What can and should be to sell luxury and diamonds to women through their men. Advertising presented them as conquerors kings, who generously gesture their queens with diamonds. “De Beers” follows this concept for about 60 years. The motto of the company “Brilliant forever” was recognized as the best advertising slogan of the century according to the version of AdAge. The very concept, like the legendary phrase, is partly borrowed from the book “Gentlemen Prefer Blondes,” Anita Luz, printed in 1925. The basis was the following words: “I really think that American gentlemen are the best of all, because when you kiss your hand you can feel something very, very good, but unlike kisses, diamonds and sapphire bracelets are eternal.” In 1948, the head of De Beers, Harry Oppenheimer met in New York with representatives of the advertising agency N.W.Ayer. The businessman firmly decided to change people’s ideas about diamonds. It was necessary to inspire the general public that diamonds are not trinkets of money-bags, and everyday goods, without which it will be difficult for a self-respecting person. As a result, advertising posters appeared that featured actresses with diamond rings and earrings presented to them by De Beers. The images said that diamonds make a person more attractive and create a social status for him. A little later De Beers changed their approach, selling not so much diamonds as luxury, image and status. Such a moment came with the transition of the diamond company “under the wing” of the advertising agency J. Walter. Thompson, which has put a hand to a huge number of masterpieces of modern advertising. Posters De Beers with the image of diamonds read: “It removes the headache from 1888,” “Think about it, divorce is more expensive,” “Long since men used two stones to ignite the fire,” “No, your did not pay for this advertisement (but she reported us, what you read newspapers) “.
Marlboro. “The Man of Marlborough” (Leo Burnett, 1955).
The Marlborough brand was first introduced in 1924, and it positioned itself as the first cigarette for women. Then the very fact of smoking ladies was a cultural shock, as if they were making cigarettes for babies today. Women’s cigarettes appeared on the market thanks to suffragettes, who in those years actively fought for universal suffrage. Creative creators of the early 20th century found it difficult to make a vivid advertisement for a seemingly masculine product, but intended for women. It was decided to present Marlboro as women’s cigarettes. For this, a purely female slogan was used: “Gentle as May”. The company’s brand was the Hollywood star Mae West. But two decades later the brand was forced to sharply change the direction of the company. After all, in 1953, medical scientists formally stated that smoking cigarettes leads to lung cancer. This led to a drop in tobacco consumption in the US, for the first time ever. At that time, filtered cigarettes, including Marlboro, were perceived by consumers as truly ladies, but after a shocking discovery, this kind of look began to look safe.Other manufacturers did not dare to launch men’s cigarettes on the market, but with a filter, it seemed to them a losing deal. But Philip Morris decided on a bold advertising campaign. In order to change the idea of cigarettes with a filter, as a female product, he needed a genius advertisement. To do this, was invited to one of the best specialists – Leo Burnett. The future legend of the world of advertising has decided to completely exclude from the entrusted brand all female features with the help of embodied masculinity. Burnett came up with several images that should give “Marlboro” a portion of testosterone – “builder-high-altar”, “seasoned sailor,” “military correspondent.” But the first and main character was “Cowboy – the tamer of the prairies.” It was around him that a new advertising company was being built. First in the cowboy campaign, photomodels participated, and later they were replaced by real characters. She had incredible success. After all, cowboys personified the American spirit, hitting consumers for a living. The posters reminded of the real heroes of the country – wild and brutal guys conquering the steppes. Cowboy subdued all – men and women, Hispanics and Negroes. As a result, in just one year the sales of Marlboro cigarettes soared that they began to occupy the fourth place in the ranking of sales of all tobacco products.
Volkswagen. “Think Small” (Doyle Dane Bernbach, 1959).
In 1959, the famous advertising company of the “Zhuk” car from Volkswagen was born. Then the creators from DDB, fulfilling the order of the German automaker, created a masterpiece that later could even take the first place in the list of the best advertising companies of the XX century according to the magazine AdAge. William Burnbach and his colleagues were able to create the impossible – an unsightly machine that looked rather unimaginative at the time to make a cult. This became possible due to the cult advertising companies of the late 50’s – early 60’s. For example, in the middle of a giant white canvas of a poster there is only a small car, at the bottom it is told about the merits of a baby.
Avis. “We Try Harder” (Doyle Dane Bernbach, 1963).
In the 60s in America, the leader in car rental services was Hertz, which captured leadership by the fact of its first appearance in this market. Competitors only had to continue to imitate the leader. The Avis rental company was also on the list of those who were catching up. The mentioned agency DDB proposed to create an advertising company in which to declare itself number 2 on the market and tell people why they should address not to the leader, but to the competitor. Avis said: “We are number 2, so we better try.” Although Avis at that time second among the pursuers and was not, thanks to the advertising company, she took this place.
Pepsi. “Pepsi Generation” (Batton, Barton, Durstine @ Osborn, 1964).
Pepsi’s first advertisement was published in 1903. Then in a small newspaper New Bern Sun Journal was told about a new syrup, “fun, firming and promoting digestion.” In 1909, the brand for its advertising attracted the first celebrity, it became the legend of racing Barney Oldfield. The celebrity in the newspaper reported that “A great drink, refreshing and giving energy, stimulating before the race.” The most famous celebrity in advertising Pepsi was Michael Jackson, who starred in two commercials back in 1984. By this time of the famous campaign “Generations of Pepsi” was already 20 years old. In 1964, just three weeks after President Kennedy’s inauguration, the idea of creating his own generation matured in Pepsi. The campaign was the result of the most famous and longest in the history of mankind. Johnny Sommers on the motif of the song “Makin ‘Whoopie” drew an advertising message, which determined the uniqueness of Pepsi until the end of the century. The slogan sounded like “For those who think young”. A movie with the king of pop music in 1984, during the filming of which Jackson nearly burnt, said: “The new generation chooses Pepsi.”
Absolut.”Bottle” (TBWA, 1980).
The Absolute vodka brand became famous for its long advertising campaign, created jointly with the TBWA agency. The company itself, the manufacturer of the drink was born back in 1879, when Lara Olsson Smith created a new sort of vodka, called “Absolut Rent Bravin”, or “Absolutely pure vodka”. But the output of the first printed advertising with a bottle of the famous brand had to wait more than a hundred years. The advertising campaign of 1980 was called “Absolute Excellence”. Since then, the “Absolute” is trying not to change the principle of creating prints. There were more than one and a half thousand famous posters with a bottle, objects similar to it and contours. Such prints are even collected and sold at auctions. The very same vodka “Absolute” has become a truly cult brand, advertising of which became a sign of good taste and just a standard.
Stella Artois. “Reassuringly Expensive” (Lowe Worldwide, 1982).
The famous beer company’s campaign also became one of the longest in the history of advertising, but it has already ended. In 1982, the London agency had a clear idea: “Stella Artois” is not just an expensive beer. This is the kind of drink for which you can sacrifice anything. “The commercials on television were small dramas about” black “human souls.The first such anti-Christian movie appeared on screens in 1991. First for a glass of” Stella Artois “man gave away a whole cart of flowers, but every subsequent movie became more and more cynical – the themes of heavy illnesses, the death of parents were raised … And the best directors of the world put their hands on creating spots with a characteristic piercing drama. olikov were shot in the same stylistics by the best masters.The action always took place in the French-speaking environment at the turn of the 19th and 20th centuries, despite the fact that the main audience was English-speaking, the characters were not translated, the videos were built in such a way that the translation was not required only as an invoice. “Apple” 1984 “and” Think Different “(TBWA \ Chiat \ Day, 1984 and 1996)
The public procession of Apple, founded by Steve Jobs and Steve Wozniak, began in 1984 with the release of the company’s first computer – Macintosh. The computer, originally different from the PC, was supposed to be an alternative to the universally recognized platform and could become it. Such a revolution in technology could only happen thanks to non-standard and courageous people. Evidence for this lies in the unique and somewhat insane advertising campaigns of the brand. In 1984, Apple blasted the public to its most famous 1984 video, which was officially shown only once – during the broadcast of the third quarter of the Super Bowl match on American football on January 22, Creatives shifted Orwell’s anti-utopia into a commercial. In it, a girl with a hammer symbolized the Macintosh, which sought to break IBM’s hegemony. Pursued by the guards, she rushed into the hall and fired a gun into the screen from which Big Brother broadcast, telling about the achievements of the regime. At the moment of destruction of the screen the leader just utters the phrase “We will win”. At the end of the video there are titles: “On January 24, Apple Computer will introduce the Macintosh and you will see why 1984 will not be the same as 1984. The script was written by Steve Hayden and Lee Clow, directed by Ridley Scott (who already managed to shoot” Alien ” “and” Blade Runner “), and it was developed by his agency TBWA \ Chiat \ Dat.The budget amounted to a significant 700 thousand dollars.In the crowd participated real London skinheads, and the main roles were performed by actor David Graham and model Anya Major, which, moreover The hammer was previously used for hammer throwing. he won the Grand Prix of the Advertising Festival, he was named the best “advertisement of the 80s” and simply a masterpiece. “In 1996, Jobs returned to the company just as she was on the verge of another crisis.It turned out that he was the soul of the company and its engine. Return was the beginning of the era “Think differently!”. There was a huge number of prints that portrayed the images of people who thought and thought in a revolutionary way. This Einstein and Mohammed Ali, Lennon and Martin Luther King, Picasso and Gandhi, Hitchcock and Amelia Earhart – all of them became participants in the television commercial Apple, once again become a legend of advertising. In a minute black and white film, the footage with these people is accompanied by a text that explains: “It’s crazy.” People out of the crowd Rioters Problem makers Round gaps in square holes Those who see things different They hate rules, and they do not respect the status quo, you can limit them, disagree with them, magnify or belittle them.The only thing you can not do is ignore them because they change things. They push humanity forward. while someone sees them as crazy, we see and because people who are crazy enough to think that they can change the world, the only ones who do it. ”
The Economist. “Red” (AMV BBDO, 1986).
The London agency AMV BBDO was able to create a well-known brand throughout the world only with the help of outdoor advertising. The magazine “The Economist” exists since 1843, however the burst of popularity to it fell on 1986 with the start of a unique advertising campaign, beloved by many and one of the longest-playing. The creative concept has been working for more than 20 years, helping the magazine not only maintain its positions, but also constantly increase the number of readers and advertising revenues. By 1986, when the magazine decided to launch a new advertising campaign, the publication had a large readership, but exclusively in financial and economic circles. Circulation constantly circled about 100 thousand copies because of the persistent opinion of the broad masses that the magazine is interesting only for representatives of big business, and not for those who are interested in the device at all. The most famous poster of the company, released in 1999 and recognized as one of the top five in the 20th century, read: “I never read The Economist.” Trainee Manager, 42 years old. ” The text was written in white letters on a red background. Another example was the poster “Ignore the obstacles”, executed in the same color scheme. It was located on the facade of the building, while one of the elements of the structure seemed to interfere with the poster. But he, with his location and text, just ignored the difficulties.
United Colors of Benetton (Benetton and Oliviero Toscano, 1986).
The slogan about the combined colors of Benetton was proposed by Oliviero Toscani in 1986. This was the starting point for further communication of the entire brand. United Colors are all the colors of people’s skin, the full range of colors of life and all its aspects, even if not always pleasant and suitable for change. Toscano believes that, contrary to the usual advertising, his prints do not use the product or his copy. There is only one logo. Such prints do not agitate to buy clothes, do not even hint at it. All efforts are aimed at creating an atmosphere of controversy over those things that usually try to bypass, but which, in the opinion of creatives, should be discussed. Prints came out for 10 years, they so excited the public opinion that there were scandals. One thing is certain – they made you think and rethink. And not even style and clothes, but life itself. On one of the prints a black mother breastfeeds a white child, on the other – a small black palm rests comfortably on a large white. A kiss of a nun and a holy father was demonstrated, and a natural image of three human hearts. They, being indistinguishable, were explained by inscriptions – white, black, yellow. This symbolizes that all races are essentially the same.
Nike. “Just Do It” (Wieden + Kennedy, 1988).
The most famous legend about the appearance of the famous slogan of the company “Nike” says that once one of the founders of the agency “Wieden + Kennedy”, Dan Weiden, at a meeting with the company’s managers was so delighted with their energy and diligence that he said: “The guys from Nike, you just do it. ” However, Weiden himself in his interviews holds a different point of view. He remembered the story of a certain Gary Gilmour, who killed two people. When he was locked in an electric chair, they asked about the last word. He replied: “Let’s do it.” At the same time, during her trips around the country, Nancy Reagan called in the light of the fight against drugs: “Just say no.” Weiden, laughing, explained that he simply combined two famous phrases. Thanks to the advertising company “Just do it”, “Nike” has found its brand religion. Sam thoroughly and the head of the company Phil Knight in this way was able to fill his offspring and the entire advertising campaign with the idea of continuous rivalry, instilling a philosophy of the winners. The production itself was rarely advertised here, the emphasis was on the person who wears it. Nike got real heroes-winners to create her image: Michael Jordan and Tiger Woods, Manchester United and numerous national football teams. Advertising company “Just do it” is penetrated with determination and passion, there was a place and humor. Advertising itself “Nike” was a real challenge – both rivals and society, and themselves.
California Milk Processor Board. “Got Milk?” (Goodby, Silverstein & Partners, 1993).
In the 90s, on the initiative of the California Milk Producers Association, a successful advertising campaign “Got Milk” was launched. Today it’s not just appeals to drink this wonderful drink, it has become a part of pop culture and a model for creatives. In 1993, members of the association of manufacturers decided to finally change something after twenty years of low sales. The executive director of the CMPB was Jeff Manning, who was tasked with influencing milk consumption in the region. After all, the drink had an image of a tedious product, imposed only by mothers. The seriousness of the situation was underscored by the fact that the manufacturers agreed to the extreme step – a marketing fund was created, where 3 cents were deducted from each produced gallon of milk. As a result, advertisers received a huge budget of 23 million dollars a year, which corresponds to the scale of large automakers, brewers, financial and pharmaceutical brands. Mass surveys of people were conducted, which showed that 70% of them drink milk quite often. Manning and Goodbye remembered that it is easier and cheaper to keep old consumers than to get new ones, so they decided to turn their eyes to the tested customers first. You should get them to drink milk more often than usual. Manning suggested that people who drink milk usually do this with biscuits, cakes or sandwiches. Why not use this link in an advertising campaign? In addition, people have mentioned how embarrassing and uncomfortable it is to eat cookies without milk. Jeff Manning decided to focus on this, giving people the pain. The first spot for the project was spot “Aaron Burr”. In it, a young man on duty at the museum is preparing a sandwich for himself. The surrounding situation in the hall is devoted to a duel between Alexander Hamilton and Aaron Burr. At this time, during the radio quiz, the question is asked about who shot and killed Hamilton? The guard tries to answer, but can not, since his mouth is literally glued with peanut butter. This spot received a prize in 1994, and according to the results of a survey of US residents, he is among the ten most favorite videos of the 90’s. In 2002, on persistent requests of the audience, the broadcast of the favorite advertising was resumed.
Wonderbra. “One and Only” (TBWA, 1994).
Bras “Vanderbra” is considered to be a modern invention, the fruit of the work of the textile industry, which was able to overcome at least partially the force of gravity.However, in fact, this product is already about 70 years old. The brand was registered in Canada by Canadien Lady Corset. The revolution happened in 1994, when the owners of the inconspicuous name had come up with a new slogan for their product: “One and only”. In England, a poster appeared on the streets with the model of Eva Herzigova, who became one of the most famous outsiders ever. The half-dressed girl looks at her bust, and to the right of the photo the inscription: “Hello, boys.” According to city rumors, the placement of such a poster entailed a large number of accidents and simply family scandals. On another poster, a beautiful woman in a bra urges to look her in the eye, which, naturally, very few people succeed. Be that as it may, the campaign, in which this poster was not the only one, turned out to be extremely successful. Sales of such bras grew rapidly. It was estimated that every 15 seconds sold one unit of production for $ 26. At the end of the year, the company’s profit increased by $ 120 million. And in its Christmas edition, Fortune Magazine called Wonderbra bra the product of the year. The poster with Eva Herzigova and her provocative “boys” came in the 10th place in the rating of one hundred of the best posters of the century.
Coca-Cola. “Holidays are coming” (Creative Artists Agency, 1995).
In our minds, Christmas and Coca-Cola are closely related. Santa Claus is closely associated with the motif “The holiday comes to us, a holiday comes to us”. Such awareness came thanks to the best Christmas clip of all time and people, which is broadcast annually on television during the New Year. It turns out that consumers already closely associate the appearance of Coca-Cola pre-Christmas advertising with the beginning of the festival. Therefore, CAA and seeks to create such a representation of the company Coca-Cola, which would best convey the spirit of Christmas and optimism, which is especially strong in people at this time.
Guinness. “Good Things Come To Those Who Wait” (AMV BBDO London, 1996).
The Guinness brand is almost 250 years old, but its cult advertising is much less – about 70. The first attempts were portrayed as comics of animals and birds that drank a drink, stealing it from people. Later the brand moved on to philosophical spots and subtle visual discoveries, which became an event in the world of advertising. In 1996, Diageo, the owner of the brand, announced a competition for creative service. He was won by the agency Abbott Mead Vickers BBDJ with his concept “Good things come to those who wait.” The proposed idea has become such a successful find, creating a communication channel with the public, which has been the main one for 14 years. Creators offered a bold decision – to take everything that the consumer did not like in the Guinness beer and make it a virtue. The task may not be easy, but absolutely beneficial, if properly done. There was a problem – users did not like to wait for a long time until the foam settled in the glass and got the necessary thickness and density, which will protect the drink from exhalation. It turned out that this required about 2 minutes, which was not enough for all. But if you turn these 120 seconds into a small fee for the best beer in the world, then the perception of the person will change, the product itself will be on top. In 1999, the advertisers, along with director Jonathan Glazer, created a real work of art – a black and white movie in which the surfer struggled with waves compared to unbridled horses. The fact is that the producer’s manager remembered that once they had a pretty successful poster with the surfer and decided to repeat the successful experience. However, the creators decided to step aside from the Old Spice stamps, and the director embodied the idea, peeped in the picture of Walter Crane’s “The Horses of Neptune.” The success of the video surpassed all expectations – sales jumped sharply, the spot itself received a prize in Cannes and many other awards.Today we can safely say that advertisers from all over the world look at this Guinness advertisement, holding their breath.
Johhnie Walker. “Keep Walking” (BBH London, 1999).
The real story, filled with freedom, dreams, confidence and optimism, the brand started only in 1999. It was then that the first international campaign “Keep Walking” came out, thanks to which Johnny Walker entered the elite of alcoholic beverages. The whiskey logo was a walking man who seemed to embody the Walker family’s conviction that it is enough courage and perseverance to realize even an impossible dream. This advertising forces people to achieve their goals. The brand gives confidence that everyone can change their lives, regardless of their social status and occupation. Any of us, thanks to our activity, the movement of forward and faith, can make the world around bright and unrepeatable. In the video “Human” whiskey does not even get in the frame and there is not even a talk about it at all. The director tells about a strange creature – robot-android, who with incredible sincerity and honesty tells about his cherished dream – to become a man. He says: “I am faster and stronger than you, and I will live longer than any man, do you think that I am the future? No, you are mistaken. The future is you.” If I could wish, I would dream of becoming human beings. To know what it’s like to love, to desire, to feel, I can be immortal without wearing out, you can be immortal, just doing one thing: Keep Walking. ” This video was one of those who initiated the movement of sociality in commercial advertising. It seemed to be saying not just “drink our whiskey”, but “drink our whiskey, move forward, be proud that you are a person and even in the era of high technology will still be at the top.” Curiously, but “Human”, which has become truly a cult and conquered the hearts of many creative people, has not received the Cannes lion, having won only bronze.
The Independent. “Do not” (Lowe Howard-Spink, 1999).
In 1999, at the Cannes Advertising Festival, the first prize was the movie “Do not” for the English Independent newspaper from the agency Lowe Howard-Spink. For a minute, a black-and-white cutting from rapidly changing frames with a constantly used “No” behind the scenes was demonstrated. This video went around even the great “Surfer” from Guinness and “Double Checked” from VW. A great impression on the judges was made by the social overtones of the video, concerning everyone – prohibitions. After all, whatever we do, there will be someone who will try to ban it. Since the birth of a man and until his death, his life is governed by some prohibitions that subordinate life to themselves, forcing them to act in a certain way, and not following desires. Then the newspaper, whose name is directly linked to independence, in its advertising directly gave battle to this state of affairs. In addition, another deep rule was touched upon – the aspiration of truly independent people to violate any prohibitions. A long list of prohibitions (including: walks at night, murders, swimming, breathing, experiments, old age and routine) ends with “do not buy” and “do not read.” People subconsciously want to break them and get that same newspaper for reading.
PlayStation (TBWA, 2000).
Sony immediately outlined its target audience – it’s adults, educated and thinking people. The innovative product was to unite personalities who will be able to understand advertising from David Lynch, James Sinclair’s poetry concept and Dali’s surrealism. TBWA creative director Danny Brook-Taylor realized that the consoles market was originally oriented to children or to infantile adults. The advertisers have set themselves the goal of making adults play, too. The question was asked: And what makes people play, dive into a different reality? It turned out that we simply flee to another world from our daily routine and routine. There, we can get to places that only dreamed of before.In the new territories, it will be possible to fully realize all of its potential and experience a full range of emotions that are inaccessible in everyday life. People play because they do not know how or do not know how to live to their fullest in ordinary life. As a result, there were commercials and posters of Playstation, which are just showing, sometimes in the style of surrealism, new worlds of man. It could be the choice of a new head in the supermarket, there could be a cut of the head in which you can see a tiny house.
Budweiser. “Wassup” (DDB, 2001).
In the course of this campaign, both the well-known clips and the word itself arose from the phrase “What’s up?” (“How are you?”). This marked the beginning of a new cultural phenomenon. At first, the word “wassup” became firmly embedded in the vocabulary of the generation, and a convincing proof of the significance of the Budweiser campaign was the video “Wassup 8 Years Later”, which appeared in the framework of the election campaign of Barack Obama. Curiously, the rollers show young guys who indulge in idleness, tasteless dressing and crooked. Advertising does not really call for anything good, it does not teach to be better and does not carry any useful information at all. But it managed to become a cultural phenomenon.