Elif Tusha

Most famous slogan of the world. We see it everywhere. We firstly see it on our closets, since all of us own at least one of their items for sure. We see it on Cristiano’s Instagram, so he as a footballer uses Nike. We see it on Serena William’s shoes, as the most famous female tennis player on the world. We see it on Timothy Bradley’s shorts and boxing gloves. We see it on LeBron too. Nike has expanded tremendously on the past decade and their slogan is considered first for a reason- it is iconic , it is everywhere and it is brilliant. Not only on campaigns, commercials , ads on social media or elsewhere but “Just Do It” is also used on products too. Almost all packaging of Nike has it’s slogan written or demonstrated on a way and clothes, bags, jerseys have it too. This consistently helps with recognition. But what was the story behind this slogan? How did it came up? Who thought of it? Well, the story behind it is surprising. The Washington Post reports that in 1988, advertising executive Dan Wieden proposed to Nike this slogan, which was based on the final words of a man who had been found guilty of murder. Who would have thought, bestselling slogan on the world is inspired by a macabre…

The best commercials, in my opinion, don't try to sell a product or service; rather, they show a problem that a product or service can solve or sell the feeling that comes from using that product or service. The next visually appealing Louis Vuitton advertisement, "A Journey," accomplishes exactly that by conveying emotion!

Bruno Aveillan, the film's director, takes you on a dreamlike journey through various chapters of everyday life in this spot. He represents calm, peace on the breeze of the mountains with rays of sunshine and morning wind. He also represents anger, stress, difficulties on busy rainy roads of a city. In both experiences even though very different from each other, one thing remains the same : Louis Vuitton is present.

LOUIS VUITTON –A JOURNEY

The bags of the actors on the spot, their clothes, belts , all represent the famous black and brown print. On the Berlin Fashion Film Festival, where Bruno was a guest speaker, he talked about the making of this project. Bruno told the festival attendees that the Louis Vuitton marketing directors gave him complete creative control over the project's content. He also received a budget that allowed him to travel through Asia for a month to capture the images in the video. Insane!!

Event tough this Dove commercial has been around for more than 15 years, its message is still relevant today. Dove shows how easy it is for people to fall into the trap of thinking they have to look a certain way in the advertisement for "Evolution". At the beginning of the commercial a girl is shown with no makeup, no hair done, just a normal girl with not the standard beauty for a model.

3. DOVE –EVOLUTION

By using a fast forward effect they show make up artists, hair crew on set, making the girl ready for a photo shoot. At the end , the photo is captured and also the process of photo shopping is shown. A new girl was “created” and it was her with the beauty standards. The slogan “Evolution” and this theme explains how woman are affected by beauty standards and are ready to undergo processes to become not themselves, but a fake version of themselves only to satisfy others and in this way try to achieve their dreams.

"Reversed Selfie," a new version based on this campaign that was released in 2021, touches on the same subject in a more modern form.

Taco Bell does a good job of showing how distinct your product or service is with a strong advertising slogan in this case. Taco Bell offers more options than the majority of mediocre fast food options, such as drive-through hamburgers. The slogan for Taco Bell is a pun on the expression "think outside the box," which basically means to think creatively and in a different way than others.

Now, since Taco Bell is a fast food restaurant, most of its competition comes from McDonald's, Burger King and other fast food chains known for serving hamburgers. As a result, Taco Bell encourages customers to "think outside the (hamburger) bun" and sample some of the delicious Tex-Mex cuisine they serve.

“Let's Go Places” by Toyota is a great example of a slogan that conveys the value proposition of the company. You can use a reasonably priced, dependable vehicle for a variety of purposes, including getting home to your family after a long day at work, going outside the city for a weekend of hiking, or traveling to a location you haven't yet chosen. Toyota emphasizes a two-way relationship with this structure. “Let’s Go Places” speaks to the evolution of Toyota and our commitment to leading through innovation, enriching lives and connecting with customers in new ways they define,” said Bill Fay, group vice president and general manager, Toyota Division. “It is energetic, aspirational, inclusive and very versatile”.

4. TACO BELL –THINK OUTSIDE THE BUN

7.

EVIAN –LIVE YOUNG

The next great advertisement on this list of the best ads ever is an excellent example of storytelling at its best! It’s a 139-second commercial and a continuous tracking shot of a frozen moment in time during a heist gone wrong. This commercial was a part of a campaign to promote Philip's first real cinema proportion television, and man, were they successful! As explained on a YouTube video , the directors had an idea of something cinematic and the commercial directly started as a car chase then bank robberies, heists gone wrong so something “Hollywood like”. The events keep going on a one shoot as a carousel that keeps spinning and spinning. That’s why this slogan is named as “Carousel” and that idea was absolutely different and stunning.

"Live Young" is Evian water's catchphrase. It is clear that the basic ideas behind Evian mineral water are "health" and "natural," with a focus on way of life. Evian mineral water makes an effort to incorporate the viewpoint of nature and pureness to develop the brand image of "health and vitality" of Evian water, with health as the primary goal.

In Evian’s ads we see a constant shift between children and adults. In this commercial, Evian deftly combined children and adults in the ideal way, showing the adorable child that lives in the hearts of adults of all ages, races, and genders while also bringing to life the topic of youth.

Mercedez-Benz is known for very interesting tv and poster commercials, in 2014 they published the “Magic Body Control” ad but in a very special way. The ad features real chicken dancing (with a help of a human hand) to the beats of Diana Ross’s “Upside Down”. The interesting bit is that it’s just their bodies that move, the head remains completely stable at all times. The ad ends with a line – Stability at all times, Magic body control!

PEPSI–

In a commercial released in December 2001, a young boy tries to get Pepsi from a vending machine. Coca-Cola is within his reach, so he picks up two cans, climbs them, and then reaches Pepsi. This ad was later on banned. The PepsiCo commercial clearly overshadows Coca-Cola's popularity among children in this commercial, giving it an allusion to it by forcing a boy to walk away without Coca-Cola.

According to Businesshub post, “overshadowing a brand to increase the market penetration for one brand is considered as an unethical process by many”. In recent television commercials, the two corporations have been manipulating audiences and engaging in negative comparative advertising in an effort to divert attention away from a rival brand and onto their own. It goes without saying that there are better ways to market a product than to criticize others.

10. JBL – Music feels better

The full form of JBL is James Bullough Lansing. It is an electronics company known for its superior quality audio speakers. It is an American giant in the field of sound engineering and produces a vast range of quality speakers. The comparison between the image above and the jbl speaker it is more than one dimensional. The first meaning is that the speaker gives us the goosebumps through the good music it provides. The second one is that the speaker itself is physically similar to the ad (goosebumps).

10.

JBL –MUSIC FEELS BETTER.

“THE BEST THINGS COME

11.

HEINZ KETCHUP-

“The best things come to those who wait" was a slogan used in an advertising campaign launched by the H. J. Heinz Company in 1987 to promote its Heinz brand of tomato ketchup within the United States. Heinz first used TV commercials as its main method of customer engagement, but it has since switched to direct marketing strategies to establish a more solid, lasting relationship with its clients.

Heinz delivers fresh ketchup, and the text "No One Grows Ketchup like Heinz" expresses this idea. It demonstrates that Heinz grows the tomatoes used to make the ketchup.

TO THOSE WHO WAIT"

One of the latest Dior campaign is designed to support charity WE Charity. All videos are marked with a #DiorLoveChain hashtag. Simply create a video, describe what we would be willing to do for love, and post it to social media is all that is required. The campaign included Jennifer Lawrence, Natalie Portman, Eva Herzigova, Bella Hadid, Johnny Deep, Robert Pattison and Carine Roitfeld

The campaign involves the launch of the new fragrance "Miss Dior Eau de Parfum."

In 1946, Reynolds launched an ad campaign with the slogan, “More doctors smoke Camel than any other cigarette.” By providing doctors with a free carton of Camel cigarettes and then inquiring what brand they smoked, they had obtained this "result." The main idea of this poster and this slogan it is that the Camel cigarettes are way less harmful than other cigarettes, that even the doctors smoke it. Later on President Nixon puts in place legislation outlawing cigarette advertisements on television and radio on April 1,1970. He supported the legislation at the increasing insistence public health advocates.

Like a girl by Always, an advertisement which I clearly remember. On this 1-minute ad, the Always logo is nearly unseen and the ad focuses on the girl, the main or the only target group this brand/company focuses. Mainly to prioritize the main cause, which as understood and explained was to enter inside a delicate age of girls growth. In this period there is a lot of talk about what it means to be a “girl” versus a “boy”. Phrases like “you throw like a girl” or “quit whining like a girl” share the idea that women are not as strong or as emotionally stable as men. Always, a feminine care line, rightfully believes that has to change. As mentioned before, except the fact that Always wants to focus on the main cause, another reason for choosing to not be much visible was made to drive as more shares as possible. Knowing that brands which cover the feminine care line always come with a taboo attached.

–LIKE A GIRL

The ad was firstly aired during Super Bowl XLIX, a predominately male driven event to sent a strong message and made viewers question their thoughts and attitudes.

The best commercials, in my opinion, don't try to sell a product or service; rather, they show a problem that a product or service can solve or sell the feeling that comes from using that product or service. The next visually appealing Louis Vuitton advertisement, "A Journey," accomplishes exactly that by conveying emotion!

Bruno Aveillan, the film's director, takes you on a dreamlike journey through various chapters of everyday life in this spot. He represents calm, peace on the breeze of the mountains with rays of sunshine and morning wind. He also represents anger, stress, difficulties on busy rainy roads of a city. In both experiences even though very different from each other, one thing remains the same : Louis Vuitton is present.

BACK TO THE START.

Again on the Super Bowl 2016, the biggest event the Snicker made an appearance with the You’re not you when you’re hungry featuring the iconic Betty White, making this ad one of the most iconic endorsement on advertising history.

For the 30-second spot the 88 years old, is in the role of Mike, a young man playing amateur football with a group of friends. After he falls, a friend yells in hilarious irony, “Mike, you’re playing like Betty White out there!”, to which White’s character responds, “That’s not what your girlfriend said!”

Mike’s girlfriend recognized his hungry state, hands ‘him’ a Snickers, which rejuvenates and transforms Mike from resembling Betty White, back to himself again. The ad takes the joke further as another friend on the field suddenly becomes an old man, suggesting that he is hungry and therefore not himself.

The legendary ad is part of the candy bar brand’s global campaign, ‘You Aren’t You When You’re Hungry’. Created by BBDO New York in 2012, it’s lauded as one of the most successful, if not the most successful, global campaigns of all time.

SNICKERYOU’RE NOT YOU WHEN YOU’RE HUNGRY.

Even thought the planning of this ad took more than 5 months, it was realized on the first try. And yes, everything is real, no graphics included. Volvo had started a set of commercials including live tests in various locations and personalities, to launch and present the new Volvo trucks with the main focus on their road stability.

Featuring the Van Damme, the famous Belgian actor the ad received more than 114m million hits on YouTube. Knowing the impact that the public figures have on the public, especially on the advertisements and also noticing how much difficulty and how different this ad was, the viewers took it pretty well. It has been noted that by the end of 2014 the overall campaign was estimated to have cost $3m–$4m to produce, and generated $170m in revenue for Volvo.

One of the most effective health board advertisements is Ogilvy's piece for the Thai Health Promotion Foundation, which is frequently referred to as the world's cleverest anti-smoking advertisement. The Thai government has enacted strict anti-smoking measures since the early 1990s. In addition to enforcing tough restrictions, the THPF extensively promoted its quit helpline.

A breath of fresh air when it comes to urging smokers to put down the package was provided by "Smoking Kids." The advertisement makes smokers think about their own behavior when kids come up to them asking for a light, rather than constantly assaulting the public with anti-smoking messages.

Every adult present is noticeably surprised, reciting reasons why smoking is unhealthy while preventing the kids from lighting up. The kids inquire, "So why are you smoking?" before giving up a folded note and leaving. You care about me, but why don't you worry about yourself? was written over a quit-smoking hotline number in the final lines.

According to Ogilvy Asia, the campaign was able to create measurable behavior change. The number of completed calls to the stop smoking hotline went from an average of 7,057 a month to 11,461, an increase of 62%. This marked a new high and outperformed every THPF anti-smoking ad of the past 20 years.

18. THAI HEALTH FOUNDATION –SMOKING KIDS

When there are pets involved, everything is more emotional and effective. And looks like Budweiser knows it well. Budweiser is an beer company, that this time has on focus prioritizing the health and drinking responsibly. The message of the ad is “Don’t Drink and Drive.”

The one-minute video emphasizes building the link between the pet and Luke by conveying a very emotional kind of story. Despite the fact that Luke only speaks for a total of two phrases throughout the entire ad, it quickly establishes an emotional connection with the audience. The clip relies more heavily on the expressions of the dog, playing on the heartstrings of the audience.

Great attention is paid to detail, with sharp and focused visuals. The Budweiser brand isn’t overly-promoted, with a beer bottle present only every once in a while. Not for the sake of the drinker but rather for those who might be waiting for them to arrive home, the movie promotes the idea of responsible drinking. In this approach, the message is conveyed far and effectively since the viewer empathizes with the pet, Luke, as well as their own friends and family.

The advert does a splendid job of telling a story while engaging the viewers, promoting a social message as well as the brand, while using a clear and concise strategy.

To advertise their new launches, Honda came up with a brand new ideology when it comes to the commercials. These days people are full with ads and at this point they have seen everything, making everything look basic and non-catching to their attention. And when everyone is uninterested and occupied, how do you make them to not change the channel or turn of the TV? Honda answer was simple and easy. To challenge them!

The ad is formed by making questions to the public, leaving them curious for the next question. Another factor was the speed, which made it even more challenging. From the very first second, this ad deftly tests viewers, making it almost impossible to stop watching!

Normally between the questions, there were Honda just released cars which were kind out of the Honda comfort zone ( which explains the whole challenge thing ).

To give viewers an even greater challenge, the ad was even released in an speedier version.

20. HONDA –KEEP UP

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