Top 100 Campaigns
                    By: Naja Faysal




7/7/2006         Naja Faysal, Spring 2006   1
“Advertising is selling Twinkies to
           adults" (Donald R. Vance)
           “Advertising is the science of
       ...
Kurt Kroner/
                  Creative Revolution


                        Kurt Kroner
                          A Hero ...
Kurt Kroner/
                    Creative Revolution
                         The man behind the
                         ...
Kurt Kroner/
                      Creative Revolution
                            Kurt Kroner was the
                   ...
Kurt Kroner/
                     Creative Revolution
                         Kroner gave us the famously
               ...
Kurt Kroner/
                      Creative Revolution
                         Adman Pundit Jerry
                       ...
Kurt Kroner/
                        Creative Revolution
                           "Lemon." "Think
                      ...
Kurt Kroner/
                   Creative Revolution
                      "Let us prove to the
                      world...
The turning point…
            Kroner’s age experiments a
            revolution in advertising. The
            unexpecte...
The 60’s were a period of crisis,
           turbulence, and radical movements
           in American history. Among other...
How did they get into the Top
           100




7/7/2006         Naja Faysal, Spring 2006   12
Does successful campaigns
                   have to employ celebrities?

                   Do they have to evoke sex?

 ...
Numerical Facts
                        7 of the top 100
                        campaigns employ
                        ...
What is the secret then?



7/7/2006       Naja Faysal, Spring 2006   15
1. The campaign should be a
              watershed, discernibly changing
              the culture of advertising or the
...
Volkswagen, “Think Small”, DDB, 1959




7/7/2006                   Naja Faysal, Spring 2006   17
Avis, “We try harder”, DDB, 1963




7/7/2006                    Naja Faysal, Spring 2006   18
Clairol, “Does she… or doesn’t she?”, Foote, Cone & Belding, 1957




 7/7/2006                   Naja Faysal, Spring 2006...
Clairol, “Does she… or doesn’t she?”, Foote, Cone & Belding, 1957




 7/7/2006                   Naja Faysal, Spring 2006...
Woodbury Soap, “The skin you love to touch”, J. Walter Thompson Co., 1911




7/7/2006                       Naja Faysal, ...
2. The campaign itself should be credited
              with creating a category, or if by its
              efforts a bra...
Absolut Vodka, “The Absolut Bottle”, TBWA, 1981




7/7/2006                       Naja Faysal, Spring 2006      23
DeBeers, “A diamond is forever”, N.W. Ayer & Son, 1948




7/7/2006                    Naja Faysal, Spring 2006           ...
3. The campaign should simply be
             unforgettable...




7/7/2006         Naja Faysal, Spring 2006     25
Pepsi-Cola, “Pepsi-Cola hits the spot”, Newell-Elmmett Co., 1940s




 7/7/2006                   Naja Faysal, Spring 2006...
M&Ms, “Melts in your mouth, not in your hands”, Ted Bates & Co., 1954




 7/7/2006                    Naja Faysal, Spring...
Budweiser, “This Bud’s for you”, D’Arcy Masius Beneton & Bowles, 1970s




  7/7/2006                    Naja Faysal, Spri...
And now how are ads
           judged?



7/7/2006       Naja Faysal, Spring 2006   29
This is how JWT does it (this
           company is 150 years old)




7/7/2006     Naja Faysal, Spring 2006      30
#1 Damaging
           Nestle




7/7/2006            Naja Faysal, Spring 2006   31
#1 Damaging

            This work is worse than a waste of
            time.
            It is damaging to both the clien...
#2 Wasteful
           Benedryl,
           Allergy Tablet




7/7/2006         Naja Faysal, Spring 2006   33
#2 Wasteful
            This work is a waste of time

            People will actively avoid it

            You have wast...
#3 Boring
           Smirnoff




7/7/2006          Naja Faysal, Spring 2006   35
#3 Boring
            Both the idea and execution are
            ordinary.

            The customer will tune out before...
#4 Predictable Ad:
           VisineRedEyes




7/7/2006          Naja Faysal, Spring 2006   37
#4 Predictable Ad:

            This is soundly executed but bland.

            People have seen it all before and
      ...
#5 Competent
           R05AutumnM




7/7/2006         Naja Faysal, Spring 2006   39
#5 Competent
            The idea is told in an interesting
            way or it is well executed.

            People wi...
#6 Rewarding
           Weight Watchers




7/7/2006          Naja Faysal, Spring 2006   41
#6 Rewarding
            This work will get noticed.

            People will feel rewarded having
            spent time ...
#7 Innovative
           KENCO




7/7/2006           Naja Faysal, Spring 2006   43
#7 Innovative
            This is innovative work and the
            best example of this category in
            the net...
#8 Market Leading
                     AXE




           axe intl.mpeg




7/7/2006                   Naja Faysal, Spring...
#8 Market Leading
            This is the best work in the
            category in the world.

            It leads the ma...
#9 World Class
                                    Amnesty - teleshop




             Amnesty - teleshop - 09.mov




alt...
#9 World Class
            The idea competes with the very
            best ideas in the world.

            People are ta...
#10 World Beating
           Honda




7/7/2006           Naja Faysal, Spring 2006   49
#10 World Beating
            This sets a new standard in the world of
            communication.

            It is an en...
What conclusions can you draw
           from going through the top 100
           campaigns of the century?
           Wh...
It may amuse some, and horrify others
           that from the top 100 advertising
           campaigns, there are 2 air p...
We are NOW inclined to believe
           that the best advertising is bound
           eventually to emerge from the
    ...
The BIG SECRET of the top ad
           campaigns in the century is that
           they were able to overflow with the
  ...
The Marlboro man is the most
           successful ad symbol of all time.
           His portrayal of ruggedness and
     ...
Thank You




7/7/2006       Naja Faysal, Spring 2006   56
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NDU Term Paper | Senior Advertising - The Top 100 Campaigns Of The Century

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NDU Term Paper | Senior Advertising - The Top 100 Campaigns Of The Century by Naja Faysal

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NDU Term Paper | Senior Advertising - The Top 100 Campaigns Of The Century

  1. 1. Top 100 Campaigns By: Naja Faysal 7/7/2006 Naja Faysal, Spring 2006 1
  2. 2. “Advertising is selling Twinkies to adults" (Donald R. Vance) “Advertising is the science of arresting the human intelligence long enough to get money from it.“ (Stephen Butler Leacock) "Advertising is an environmental striptease for a world of abundance." (Marshall McLuhan) 7/7/2006 Naja Faysal, Spring 2006 2
  3. 3. Kurt Kroner/ Creative Revolution Kurt Kroner A Hero in Advertising… 7/7/2006 Naja Faysal, Spring 2006 3
  4. 4. Kurt Kroner/ Creative Revolution The man behind the defining example of the greatest advertising campaign of the century. 7/7/2006 Naja Faysal, Spring 2006 4
  5. 5. Kurt Kroner/ Creative Revolution Kurt Kroner was the one to flag a blemished chrome strip on the glove compartment of a 1961 Volkswagen Beetle and reject the vehicle for delivery. 7/7/2006 Naja Faysal, Spring 2006 5
  6. 6. Kurt Kroner/ Creative Revolution Kroner gave us the famously failed and fabulously forlorn. . . "Lemon.“ He also gave advertising permission to surprise, to defy and to engage the consumer without bludgeoning him about the face and body. Kroner offered up a lemon with approximately the same result of Eve offering the apple. Not only did everything change, but suddenly things were a lot more interesting. 7/7/2006 Naja Faysal, Spring 2006 6
  7. 7. Kurt Kroner/ Creative Revolution Adman Pundit Jerry Della Femina has written: "In the beginning, there was Volkswagen. That was the day when the new advertising agency was really born." 7/7/2006 Naja Faysal, Spring 2006 7
  8. 8. Kurt Kroner/ Creative Revolution "Lemon." "Think Small." The TV spot called "Funeral." They weren't the earliest salvos of the revolution, but they were -- in their assiduously quiet way -- the loudest. 7/7/2006 Naja Faysal, Spring 2006 8
  9. 9. Kurt Kroner/ Creative Revolution "Let us prove to the world, that good taste, good art, good writing can be good selling." wrote William Bernbach in his 1949 manifesto for the "creative revolution," " 7/7/2006 Naja Faysal, Spring 2006 9
  10. 10. The turning point… Kroner’s age experiments a revolution in advertising. The unexpected Ad concept done by Avis: “we are number 2, we try harder” was not just a tag line, it was a revolution, a new advertising philosophy… 7/7/2006 Naja Faysal, Spring 2006 10
  11. 11. The 60’s were a period of crisis, turbulence, and radical movements in American history. Among other things, it was a time of massive anti-business sentiment. Advertising, as part of the business establishment was under fire. The advertising industry faced one of its most challenging times. 7/7/2006 Naja Faysal, Spring 2006 11
  12. 12. How did they get into the Top 100 7/7/2006 Naja Faysal, Spring 2006 12
  13. 13. Does successful campaigns have to employ celebrities? Do they have to evoke sex? Do they have to play on consumer’s fear and insecurities? 7/7/2006 Naja Faysal, Spring 2006 13
  14. 14. Numerical Facts 7 of the top 100 campaigns employ celebrities. 8 evoke sex. 4 play on consumer’s fear and insecurities. 7/7/2006 Naja Faysal, Spring 2006 14
  15. 15. What is the secret then? 7/7/2006 Naja Faysal, Spring 2006 15
  16. 16. 1. The campaign should be a watershed, discernibly changing the culture of advertising or the popular culture as a whole. 7/7/2006 Naja Faysal, Spring 2006 16
  17. 17. Volkswagen, “Think Small”, DDB, 1959 7/7/2006 Naja Faysal, Spring 2006 17
  18. 18. Avis, “We try harder”, DDB, 1963 7/7/2006 Naja Faysal, Spring 2006 18
  19. 19. Clairol, “Does she… or doesn’t she?”, Foote, Cone & Belding, 1957 7/7/2006 Naja Faysal, Spring 2006 19
  20. 20. Clairol, “Does she… or doesn’t she?”, Foote, Cone & Belding, 1957 7/7/2006 Naja Faysal, Spring 2006 20
  21. 21. Woodbury Soap, “The skin you love to touch”, J. Walter Thompson Co., 1911 7/7/2006 Naja Faysal, Spring 2006 21
  22. 22. 2. The campaign itself should be credited with creating a category, or if by its efforts a brand became entrenched* in its category as No.1. *entrenched: well-established, deep rooted 7/7/2006 Naja Faysal, Spring 2006 22
  23. 23. Absolut Vodka, “The Absolut Bottle”, TBWA, 1981 7/7/2006 Naja Faysal, Spring 2006 23
  24. 24. DeBeers, “A diamond is forever”, N.W. Ayer & Son, 1948 7/7/2006 Naja Faysal, Spring 2006 24
  25. 25. 3. The campaign should simply be unforgettable... 7/7/2006 Naja Faysal, Spring 2006 25
  26. 26. Pepsi-Cola, “Pepsi-Cola hits the spot”, Newell-Elmmett Co., 1940s 7/7/2006 Naja Faysal, Spring 2006 26
  27. 27. M&Ms, “Melts in your mouth, not in your hands”, Ted Bates & Co., 1954 7/7/2006 Naja Faysal, Spring 2006 27
  28. 28. Budweiser, “This Bud’s for you”, D’Arcy Masius Beneton & Bowles, 1970s 7/7/2006 Naja Faysal, Spring 2006 28
  29. 29. And now how are ads judged? 7/7/2006 Naja Faysal, Spring 2006 29
  30. 30. This is how JWT does it (this company is 150 years old) 7/7/2006 Naja Faysal, Spring 2006 30
  31. 31. #1 Damaging Nestle 7/7/2006 Naja Faysal, Spring 2006 31
  32. 32. #1 Damaging This work is worse than a waste of time. It is damaging to both the client and us. You'd be better off staying at home 7/7/2006 Naja Faysal, Spring 2006 32
  33. 33. #2 Wasteful Benedryl, Allergy Tablet 7/7/2006 Naja Faysal, Spring 2006 33
  34. 34. #2 Wasteful This work is a waste of time People will actively avoid it You have wasted both the clients time and your own resources 7/7/2006 Naja Faysal, Spring 2006 34
  35. 35. #3 Boring Smirnoff 7/7/2006 Naja Faysal, Spring 2006 35
  36. 36. #3 Boring Both the idea and execution are ordinary. The customer will tune out before it's finished. 7/7/2006 Naja Faysal, Spring 2006 36
  37. 37. #4 Predictable Ad: VisineRedEyes 7/7/2006 Naja Faysal, Spring 2006 37
  38. 38. #4 Predictable Ad: This is soundly executed but bland. People have seen it all before and will get to the end of the message before you do. 7/7/2006 Naja Faysal, Spring 2006 38
  39. 39. #5 Competent R05AutumnM 7/7/2006 Naja Faysal, Spring 2006 39
  40. 40. #5 Competent The idea is told in an interesting way or it is well executed. People will give you time to complete your message. 7/7/2006 Naja Faysal, Spring 2006 40
  41. 41. #6 Rewarding Weight Watchers 7/7/2006 Naja Faysal, Spring 2006 41
  42. 42. #6 Rewarding This work will get noticed. People will feel rewarded having spent time with it. Its impact will linger longer than the duration of the message. 7/7/2006 Naja Faysal, Spring 2006 42
  43. 43. #7 Innovative KENCO 7/7/2006 Naja Faysal, Spring 2006 43
  44. 44. #7 Innovative This is innovative work and the best example of this category in the network. Its refreshing message and execution will ensure that people will want to see it again. 7/7/2006 Naja Faysal, Spring 2006 44
  45. 45. #8 Market Leading AXE axe intl.mpeg 7/7/2006 Naja Faysal, Spring 2006 45
  46. 46. #8 Market Leading This is the best work in the category in the world. It leads the market and people will take the time to rethink their perception of the brand and the category. 7/7/2006 Naja Faysal, Spring 2006 46
  47. 47. #9 World Class Amnesty - teleshop Amnesty - teleshop - 09.mov alternative Mc Donalds.mpg 7/7/2006 Naja Faysal, Spring 2006 47
  48. 48. #9 World Class The idea competes with the very best ideas in the world. People are talking about it in their own time. It will make the brand, client and network famous. 7/7/2006 Naja Faysal, Spring 2006 48
  49. 49. #10 World Beating Honda 7/7/2006 Naja Faysal, Spring 2006 49
  50. 50. #10 World Beating This sets a new standard in the world of communication. It is an entirely new idea that is highly involving. The audience will spend time exploring and playing with the idea. It is being talked about world wide. 7/7/2006 Naja Faysal, Spring 2006 50
  51. 51. What conclusions can you draw from going through the top 100 campaigns of the century? What common thread runs through the 100 greatest campaigns of 100 years? What is the defining nature of this particular instrument of this particular immortals? 7/7/2006 Naja Faysal, Spring 2006 51
  52. 52. It may amuse some, and horrify others that from the top 100 advertising campaigns, there are 2 air polluters (VW & Avis), nutrition less sugar water (Coca-Cola), 1 reviled carcinogen (Marlboro), 2 companies infamous for the use of virtual slave labor (DeBeers & Nike), 1 purveyor of savory cardiovascular time bombs (McDonald’s), 2 booze peddlers (Absolute & Miller Lite), and 1 cosmetic product preying on the vanity of women (Clairol). 7/7/2006 Naja Faysal, Spring 2006 52
  53. 53. We are NOW inclined to believe that the best advertising is bound eventually to emerge from the biggest categories, and the biggest categories consists of things people most desire. “people do not desire wheat germ” 7/7/2006 Naja Faysal, Spring 2006 53
  54. 54. The BIG SECRET of the top ad campaigns in the century is that they were able to overflow with the Human Truth. These campaigns have discovered our humanity. They have touched us, understood us, reflected our lives and often enough enriched them. 7/7/2006 Naja Faysal, Spring 2006 54
  55. 55. The Marlboro man is the most successful ad symbol of all time. His portrayal of ruggedness and independence is in fact a symbol of enslavement to an addictive drug, isn’t it? 7/7/2006 Naja Faysal, Spring 2006 55
  56. 56. Thank You 7/7/2006 Naja Faysal, Spring 2006 56

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