1. Volkswagen, "Think Small", Doyle Dane Bernbach, 1959
2. Coca-Cola, "The pause that refreshes", D'Arcy Co., 1929
3. Marlboro, The Marlboro Man, Leo Burnett Co., 1955
4. Nike, "Just do it", Wieden & Kennedy, 1988
5. McDonald's, "You deserve a break today", Needham, Harper & Steers, 1971
6. DeBeers, "A diamond is forever", N.W. Ayer & Son, 1948
7. Absolut Vodka, The Absolut Bottle, TBWA, 1981
8. Miller Lite beer, "Tastes great, less filling", McCann-Erickson Worldwide, 1974
9. Clairol, Does she...or doesn't she?", Foote, Cone & Belding, 1957
10. Avis, "We try harder", Doyle Dane Bernbach, 1963
11. Federal Express, "Fast talker", Ally & Gargano, 1982
12. Apple Computer, "1984", Chiat/Day, 1984
13. Alka-Seltzer, Various ads, Jack Tinker & Partners; Doyle Dane Bernbach; Wells Rich, Greene, 1960s, 1970s
14. Pepsi-Cola, "Pepsi-Cola hits the spot", Newell-Emmett Co., 1940s
15. Maxwell House, "Good to the last drop", Ogilvy, Benson & Mather, 1959
16. Ivory Soap, "99 and 44/100% Pure", Proctor & Gamble Co., 1882
17. American Express, "Do you know me?", Ogilvy & Mather, 1975
18. U.S. Army, "Be all that you can be", N.W. Ayer & Son, 1981
19. Anacin, "Fast, fast, fast relief", Ted Bates & Co., 1952
20. Rolling Stone, "Perception. Reality.", Fallon McElligott Rice, 1985
21. Pepsi-Cola, "The Pepsi generation", Batton, Barton, Durstine & Osborn, 1964
22. Hathaway Shirts, "The man in the Hathaway shirt", Hewitt, Ogilvy, Benson & Mather, 1951
23. Burma-Shave, Roadside signs in verse, Allen Odell, 1925
24. Burger King, "Have it your way", BBDO, 1973
25. Campbell Soup, "Mmm mm good", BBDO, 1930s
26. U.S. Forest Service, Smokey the Bear/"Only you can prevent forest fires", Advertising Council/Foote, Cone & Belding
27. Budweiser, "This Bud's for you", D'Arcy Masius Benton & Bowles, 1970s
28. Maidenform, "I dreamed I went shopping in my Maidenform bra", Norman, Craig & Kunnel, 1949
29. Victor Talking Machine Co., "His master's voice", Francis Barraud, 1901
30. Jordan Motor Car Co., "Somewhere west of Laramie", Edward S. (Ned) Jordan, 1923
31. Woodbury Soap, "The skin you love to touch", J. Walter Thompson Co., 1911
32. Benson & Hedges 100s, "The disadvantages", Wells, Rich, Greene, 1960s
33. National Biscuit Co., Uneeda Biscuits' Boy in Boots, N.W. Ayer & Son, 1899
34. Energizer, The Energizer Bunny, Chiat/Day, 1989
35. Morton Salt, "When it rains it pours", N.W. Ayer & Son, 1912
36. Chanel, "Share the fantasy", Doyle Dane Bernbach, 1979
37. Saturn, "A different kind of company, A different kind of car.", Hal Riney & Partners, 1989
38. Crest toothpaste, "Look, Ma! No cavities!", Benton & Bowles, 1958
39. M&Ms, "Melts in your mouth, not in your hands", Ted Bates & Co., 1954
40. Timex, "Takes a licking and keeps on ticking", W.B. Doner & Co & predecessor agencies, 1950s
41. Chevrolet, "See the USA in your Chevrolet", Campbell-Ewald, 1950s
42. Calvin Klein, "Know what comes between me and my Calvins? Nothing!
43. Reagan for President, "It's morning again in America" Tuesday Team, 1984
44. Winston cigarettes, "Winston tastes good--like a cigarette should" 1954
45. U.S. School of Music, "They laughed when I sat down at the piano, but when I started to play!" Ruthrauff & Ryan, 1925
46. Camel cigarettes, "I'd walk a mile for a Camel", N. W. Ayer & Son, 1921
47. Wendy's, "Where's the beef?", Dancer-Fitzgerald-Sample, 1984
48. Listerine, "Always a bridesmaid, but never a bride", Lambert & Feasley, 1923
49. Cadillac, "The penalty of leadership", MacManus, John & Adams, 1915
50. Keep America Beautiful, "Crying Indian", Advertising Council/Marstellar Inc., 1971
51. Charmin, "Please don't squeeze the Charmin", Benton & Bowles, 1964
52. Wheaties, "Breakfast of champions", Blackett-Sample-Hummert, 1930s
53. Coca-Cola, "It's the real thing", McCann-Erickson, 1970
54. Greyhound, "It's such a comfort to take the bus and leave the driving to us", Grey Advertising, 1957
55. Kellogg's Rice Krispies, "Snap! Crackle! and Pop!", Leo Burnett Co., 1940s
56. Polaroid, "It's so simple", Doyle Dane Bernbach, 1977
57. Gillette, "Look sharp, feel sharp", BBDO, 1940s
58. Levy's Rye Bread, "You don't have to be Jewish to love Levy's Rye Bread", Doyle Dane Bernbach, 1949
59. Pepsodent, "You'll wonder where the yellow went", Foote, Cone & Belding, 1956
60. Lucky Strike cigarettes, "Reach for a Lucky instead of a sweet", Lord & Thomas, 1920s
61. 7 UP, "The Uncola", J. Walter Thompson, 1970s
62. Wisk detergent, "Ring around the collar", BBDO, 1968
63. Sunsweet Prunes, "Today the pits, tomorrow the wrinkles", Freberg Ltd., 1970s
64. Life cereal, "Hey, Mikey", Doyle Dane Bernbach, 1972
65. Hertz, "Let Hertz put you in the driver's seat", Norman, Craig & Kummel, 1961
66. Foster Grant, "Who's that behind those Foster Grants?", Geer, Dubois, 1965
67. Perdue chicken, "It takes a tough man to make tender chicken" Scali, McCabe, Sloves, 1971
68. Hallmark, "When you care enough to send the very best", Foote, Cone & Belding, 1930s
69. Springmaid sheets, "A buck well spent", In-house, 1948
70. Queensboro Corp., Jackson Heights Apartment Homes, WEAF, NYC, 1920s
71. Steinway & Sons, "The instrument of the immortals", N.W. Ayer & Sons, 1919
72. Levi's jeans, "501 Blues", Foote, Cone & Belding, 1984
73. Blackglama-Great Lakes Mink, "What becomes a legend most?", Jane Trahey Associates, 1960s
74. Blue Nun wine, Stiller & Meara campaign, Della Famina, Travisano & Partners, 1970s
75. Hamm's beer, "From the Land of Sky Blue Waters", Campbell-Mithun, 1950s
76. Quaker Puffed Wheat, "Shot from guns", Lord & Thomas, 1920s
77. ESPN Sports, "This is SportsCenter", Wieden & Kennedy, 1995
78. Molson Beer, Laughing Couple, Moving & Talking Picture Co., 1980s
79. California Milk Processor Board, "Got Milk?", 1993
80. AT&T, "Reach out and touch someone", N.W. Ayer, 1979
81. Brylcreem, "A little dab'll do ya", Kenyon & Eckhardt, 1950s
82. Carling Black Label beer, "Hey Mabel, Black Label!", Lang, Fisher & Stashower, 1940s
83. Isuzu, "Lying Joe Isuzu", Della Famina, Travisano & Partners, 1980s
84. BMW, "The ultimate driving machine", Ammirati & Puris, 1975
85. Texaco, "You can trust your car to the men who wear the star", Benton & Bowles, 1940s
86. Coca-Cola, "Always", Creative Artists Agency, 1993
87. Xerox, "It's a miracle", Needham, Harper & Steers, 1975
88. Bartles & Jaymes, "Frank and Ed", Hal Riney & Partners, 1985
89. Dannon Yogurt, Old People in Russia, Marstellar Inc., 1970s
90. Volvo, Average life of a car in Sweden, Scali, McCabe, Sloves, 1960s
91. Motel 6, "We'll leave a light on for you", Richards Group, 1988
92. Jell-O, Bill Cosby with kids, Young & Rubicam, 1975
93. IBM, Chaplin's Little Tramp character, Lord, Geller, Federico, Einstein, 1982
94. American Tourister, The Gorilla, Doyle, Dane Bernbach, late 1960s
95. Right Guard, "Medicine Cabinet", BBDO, 1960s
96. Maypo, "I want my Maypo", Fletcher, Calkins & Holden, 1960s
97. Bufferin, Pounding heartbeat, Young & Rubicam, 1960
98. Arrow Shirts, "My friend, Joe Holmes, is now a horse", Young & Rubicam, 1938
99. Young & Rubicam, "Impact", Young & Rubicam, 1930
100. Lyndon Johnson for President, "Daisy", Doyle Dane Bernbach, 1964
2 comments:
Some great campaigns here -- and at least one glaring omission. The Joe Camel campaign, regardless of how you feel about cigarette advertising, was one of the more successful campaigns in American advertising history. It revived a moribund brand, captured market share from competitors, and created a pop icon that won't soon be forgotten. The Marlboro Man may have had a longer ride, but he was no Joe.
Nice list. Not relevant to the modern marketer. Too many campaigns from before the 70s when mass marketing channels were more effective and there wasn't as many options in the market. Either way, a list like this is complete subjective. Kudos on the effort.
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