There’s a tendency to look back over history and only remember the bad times. After all, if we don’t learn from our history, we’re doomed to repeat it, right? But surely there’s something to be said for remembering the good times too and inspiring the next generation with the brightest spots of our shared lineage.
This history month, that’s exactly what I’m going to be doing. Because the world right now is too dark and miserable to focus on the negative. Let’s start by casting our minds (and our browsers) back through the modern history of adland and how some campaigns have catalysed real cultural groundswells.
Advertising, you seen, has long been a powerful tool in shaping public perception. Only a proud few legendary campaign, however, have had the ability to genuinely influence attitudes and culture. The 10 below campaigns didn't just promote products; they sparked conversations, challenged norms, and left a lasting impact on society.
So, let’s kick this year’s history month off by exploring (and celebrating) some of the most iconic advertising campaigns that have revolutionized the way we think and feel about brands and their messages.
1. Nike’s “Just Do It” (1988)
Nike’s “Just Do It” campaign, launched in 1988, is a prime example of a slogan that transcended advertising to become a global mantra for motivation and empowerment. Conceived by Dan Wieden of Wieden+Kennedy, the campaign encouraged people of all athletic abilities to take on personal challenges and push their limits. The slogan’s simplicity and emotional appeal have helped establish Nike as a leading sports brand worldwide.
2. Apple’s “1984” (1984)
Apple's "1984" commercial, directed by Ridley Scott, introduced the Macintosh computer during the Super Bowl XVIII. This groundbreaking ad, inspired by George Orwell's dystopian novel, depicted a heroine shattering the conformity of a totalitarian society. It positioned Apple as a revolutionary force against the "Big Brother" of computing, which was symbolic of IBM at the time. This bold narrative not only captured viewers' imaginations but also cemented Apple's reputation as an innovator.
3. Dove’s “Real Beauty” (2004)
Dove’s “Real Beauty” campaign challenged the narrow beauty standards perpetuated by the media. By featuring real women of diverse shapes, sizes, and ethnicities, the campaign sparked a global conversation about body positivity and self-acceptance. This approach not only boosted Dove’s brand image but also made a significant cultural impact by promoting inclusivity and redefining beauty standards.
4. Coca-Cola’s “Share a Coke” (2011)
Coca-Cola’s “Share a Coke” campaign personalized the iconic Coke bottles by replacing the brand’s logo with popular names. This simple yet powerful idea encouraged people to find bottles with their names or the names of friends and share a Coke together. It fostered a sense of personal connection and community, significantly boosting sales and social media engagement.
5. Always’ “#LikeAGirl” (2014)
The “#LikeAGirl” campaign by Always aimed to tackle gender stereotypes and boost the confidence of young girls. By highlighting how the phrase “like a girl” is often used derogatorily, the campaign inspired a redefinition of the phrase to mean strong, talented, and capable. This socially conscious campaign resonated deeply with audiences and garnered widespread acclaim for its positive impact on gender perceptions.
6. Volkswagen’s “Think Small” (1959)
In an era dominated by large American cars, Volkswagen’s “Think Small” campaign for the Beetle used self-deprecating humour and minimalist design to emphasize the car’s compact size and efficiency. This counterintuitive approach not only stood out in the market but also endeared the brand to budget-conscious consumers, making it one of the most successful car campaigns in history.
7. Red Bull’s “Stratos” (2012)
Red Bull’s “Stratos” campaign took advertising to new heights—literally. The brand sponsored Austrian skydiver Felix Baumgartner’s record-breaking freefall from the edge of space. This daring stunt not only captivated millions of viewers around the world but also reinforced Red Bull’s brand image as adventurous and extreme. The campaign was a masterclass in creating buzz and positioning the brand at the centre of a historical event.
8. De Beers’ “A Diamond is Forever” (1947)
De Beers’ “A Diamond is Forever” campaign is one of the earliest examples of emotional branding. By associating diamonds with eternal love and commitment, the campaign transformed the diamond industry and made diamond rings an essential part of marriage proposals. This enduring slogan has significantly influenced consumer behaviour and remains a cornerstone of diamond marketing to this day.
9. Sony Bravia’s “Colour Like No Other” (2005)
Sony Bravia’s “Colour Like No Other” campaign emphasized the superior colour reproduction of their televisions. Launched in 2005, the campaign used visually stunning elements to highlight the emotional impact of vibrant colours, setting Bravia apart from competitors and positioning it as a leader in TV technology. It also make songwriter Jose Gonzalez world famous for a good few years thanks to his lovely cover of The Knife's "Heartbeats," which soundtracked the ad.
10. Charmin’s “Please Don’t Squeeze the Charmin” (1960s)
The “Please Don’t Squeeze the Charmin” campaign featured the fictional supermarket manager Mr. Whipple, who humorously scolded customers for squeezing the soft toilet paper. Running for over two decades, this campaign used humour and a relatable character to create an emotional connection with consumers, demonstrating the power of storytelling in advertising.
