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Advertising is considered to be the engine of commerce. It is these advertising companies that they look up to, copy in attempts to repeat the success.
They explode the market, increase the number of sales, and in the end, bring aesthetic pleasure to people. Below are twenty such campaigns that have changed the way consumers view 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 for creativity and goal achievement in such a difficult matter as advertising. The campaign follows its launch in 1948.
DeBeers. A Diamond Forever (N.W. Ayer @ Sons, Inc., 1948). The South African firm has proven with its company. That you can and should sell luxury and diamonds to women through their men. Advertisements presented them as conquering kings who, with a generous gesture, can bestow diamonds on their queens. De Beers has been following this concept for nearly 60 years. The company's motto "Diamond Forever" was recognized as the best advertising slogan of the century by the AdAge publishing house. The concept itself, like the legendary phrase, is partly borrowed from Gentlemen Prefer Blondes by Anita Luz, published in 1925. It was based on the following words: "I really think that American gentlemen are the best of all, because when they kiss your hand, you can feel something very, very good, but unlike kisses, diamonds and sapphire bracelets are forever." In 1948, the head of De Beers, Harry Oppenheimer, met in New York with representatives of the advertising agency N.W. Ayer. The businessman is determined to change the way people think about diamonds. It was necessary to convince the general public that diamonds are not trinkets of moneybags, but an everyday commodity, without which it will be difficult for a self-respecting person to do without. As a result, advertising posters were produced showing the spectacular artist wearing diamond rings and earrings donated to them by De Beers. The images said that diamonds make a person more attractive and create social status for him. A little later, De Beers changed their approach, selling not so much diamonds as luxury, image and status. This moment came with the transition of the diamond company "under the wing" of the advertising agency J. Walter. Thompson, who has had a hand in a huge number of modern advertising masterpieces. De Beers diamond posters read: "Relieves headaches since 1888", "Think about it, divorce is more expensive", "Since ancient times, men have used two stones to light a fire", "No, yours did not pay for this ad (but she reported us, what newspapers do you read) ".
Marlboro. The Marlboro Man (Leo Burnett, 1955). The Marlborough brand first appeared in 1924, it positioned itself as the first cigarettes for women. Then the very fact of smoking by ladies was a culture shock, as if cigarettes were produced for babies today. Women's cigarettes, on the other hand, appeared on the market thanks to the suffragists, who in those years actively fought for universal suffrage. It was difficult for creatives of the early 20th century to make a flashy advertisement for a seemingly masculine product, but intended for women. It was decided to present Marlboro exactly as women's cigarettes. For this, a purely feminine slogan was used: "Delicate like May". Hollywood star Mae West became the company's brand. But two decades later, the brand was forced to abruptly change direction. Indeed, in 1953, medical scientists officially announced that smoking cigarettes leads to lung cancer. This led to a drop in US tobacco use for the first time ever. At that time, filtered cigarettes, which included Marlboro, were perceived by consumers as truly ladies', but after the shocking discovery, this very type began to look savingly safe. Other manufacturers did not dare to launch male 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 perception of filter cigarettes as a woman's product, he needed an ingenious advertisement. For this, one of the best specialists was invited - Leo Burnett. The future legend of the advertising world decided to completely exclude all feminine features from the entrusted brand with the help of embodied masculinity. Burnett came up with several images that should give Marlboro a dose of testosterone - "high-rise builder", "seasoned sailor", "war correspondent". But the first and main character was "Cowboy - Prairie Tamer". It was around him that a new advertising company was built. First, fashion models participated in the cowboy campaign, and later they were replaced by real characters. She was incredibly successful. After all, the cowboys personified the American spirit, hitting consumers for a quick. The posters reminded of the real heroes of the country - wild and brutal guys who conquer the steppes. The cowboy conquered everyone - men and women, Hispanics and blacks. As a result, in just a year, sales of Marlboro cigarettes grew so much that they began to occupy the fourth line in the ranking of sales of all tobacco products.
Volkswagen. Think Small (Doyle Dane Bernbach, 1959). In 1959, the famous advertising campaign for the "Beetle" car from Volkswagen was born. Then the creatives from DDB, fulfilling the order of the German automaker, created a masterpiece, which later even managed to take first place in the list of the best advertising companies of the 20th century according to the magazine AdAge. William Bernbach and his colleagues were able to create the impossible - to make an unprepossessing car that looked rather absurd for those times cult. This became possible thanks to the cult advertising companies of the late 50s - early 60s. For example, in the middle of the giant white canvas of the poster there is only a small car, while below it tells about the merits of the baby.
Avis. "We Try Harder" (Doyle Dane Bernbach, 1963). In the 60s in America, the leader in car rental services was Hertz, which took the lead with its first appearance in the market. Competitors could only continue to imitate the leader. Rental company Avis was also on the catch-up list. The aforementioned DDB agency proposed creating an advertising company in which to declare itself number 2 in the market and tell people why they should turn to a competitor, not a leader. Avis said, "We're number 2, so we try harder." Although Avis was not the second among the persecutors at the time, thanks to an advertising campaign, it took this place.
Pepsi. The Pepsi Generation (Batton, Barton, Durstine @ Osborn, 1964). Pepsi's first ad came out back in 1903. Then in a small rag New Bern Sun Journal told about a new syrup, "fun, strengthening and promoting digestion." In 1909, the brand attracted its first celebrity to advertise, auto racing legend Barney Oldfield. A celebrity in the newspaper reported that "Great drink, refreshing and energizing, 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, the famous "Pepsi Generation" campaign was already 20 years old. In 1964, just three weeks after President Kennedy's inauguration, the idea of creating a generation of their own matured in Pepsi. The campaign has become the most famous and longest in the history of mankind. Johnny Sommers sang the advertising message to the tune of the song "Makin 'Whoopie", which determined the uniqueness of Pepsi until the end of the century. The slogan sounded like "For those who think young." And the video with the king of pop music in 1984, during the filming of which Jackson nearly burned out, read: "The new generation chooses Pepsi."
Absolut. Bottle (TBWA, 1980). The Absolut vodka brand has become famous for its long-term advertising campaign, created in cooperation with the TBWA agency. The beverage company itself was born back in 1879, when Lare Olsson Smith created a new variety of vodka, which he named "Absolut Rent Bravin", or "Absolutely pure vodka". But the release of the first print advertisement with a bottle of the famous brand had to wait for more than a hundred years. The 1980 ad campaign was titled "Absolute Excellence." Since then, Absolut has been trying not to change the principle of creating prints. More than one and a half thousand famous posters appeared with a bottle, objects similar to it and outlines. These prints are even collected and sold at auctions. The very same vodka "Absolute" has become a truly cult brand, advertising which has become a sign of good taste and just a standard.
Stella Artois. "Reassuringly Expensive" (Lowe Worldwide, 1982). The famous beer maker campaign was also one of the longest-running advertising campaigns in history, but it has already ended. In 1982, a clear idea emerged at a London agency: Stella Artois is not just an expensive beer. This is the drink for which you can sacrifice anything. "On television, commercials were launched, which were small dramas about" black "human souls. The first such anti-Christian video appeared on screens in 1991. First, a glass of" Stella Artois "man But each subsequent video became more and more cynical - the topics of serious illnesses, death of parents were raised ... And the best directors of the world put their hands to the creation of spots with a characteristic piercing drama. For the advertising campaign, all videos were shot in the same style by the best masters. The action always took place in the French-speaking environment at the turn of the XIX-XX centuries. Despite the fact that the main audience was English, the speech of the characters was not translated. The videos were constructed in such a way that translation was not required, the French language acted only as a texture.
Apple. "1984" and "Think Different" (TBWA Chiat Day, 1984 and 1996). The public march of Apple, founded by Steve Jobs and Steve Wozniak, began in 1984 with the release of the company's first computer, the Macintosh. The computer, originally different from the PC, was supposed to become an alternative to the generally recognized platform and could become it. Such a revolution in technology could only happen thanks to non-standard and courageous people. The proof of this lies in the brand's inimitable and somewhat insane advertising campaigns. In 1984, Apple blew up the public with its and to this day the most famous video "1984", which was officially shown only once - during the broadcast of the third quarter of the American Super Cup match on January 22, 1984. Creatives transcribed Orwellian dystopia into a commercial. In it, the girl with the hammer symbolized the Macintosh, which sought to break the hegemony of IBM. Pursued by the guards, she ran into the hall and fired a weapon at the screen from which Big Brother was broadcasting, telling about the regime's achievements. At the moment of the destruction of the screen, the leader just utters the phrase "We will win." At the end of the video there are credits: "Apple Computer will unveil Macintosh on January 24th. And you will see why 1984 will not be the same as 1984. The script was written by Steve Hayden and Lee Clow, and directed by Ridley Scott (who has already directed" Alien "and" Blade Runner "), and was developed by his agency TBWA Chiat Dat. The budget amounted to a significant 700 thousand dollars. Real London skinheads participated in the extras, and the main roles were played by actor David Graham and model Anya Major, who also was previously engaged in hammer throwing. The video was highly praised by professionals, winning the Grand Prix of the advertising festival. It was called the best "advertisement of the 80s" and simply a masterpiece. In 1996, Jobs returned to the company just as it was on the verge of another It turned out that it was he who was the soul of the company and its engine. The return was the beginning of the era of “Think differently!” A huge number of prints appeared that reflected the images of people thinking and thinking in a revolutionary way. These are Einstein and Mohammed Ali, Lennon and Martin Luther King, Picasso and Gandhi, Hitchcock and Amelia Earhart - all of them became participants in the Apple TV commercial, which once again became a legend in advertising. In a one-minute black and white film, footage of these people is accompanied by text that explains: "This is crazy. People outside the crowd. Rebels. Problem creators. Round plugs in square holes. Those who see things differently. They hate rules. and they have no respect for the status quo. You can limit them, disagree with them, exalt or belittle them. The only thing you cannot do is ignore them, because they change things. They push humanity forward. while someone sees them as crazy, we see them as genius. Because people who are crazy enough to think that they can change the world are the only ones who do it. "
The Economist. "Red" (AMV BBDO, 1986). The London agency AMV BBDO was able to create a brand known now all over the world only with the help of outdoor advertising. The Economist magazine has existed since 1843, but a surge in popularity came to it in 1986 with the start of a unique advertising campaign, loved by many and one of the longest running. The creative concept has been working for over 20 years, helping the magazine not only maintain its position, 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 only in financial and economic circles. The circulation was constantly spinning about 100 thousand copies due to the persistent opinion of the broad masses that the magazine is interesting only to representatives of big business, and not to those who are interested in the device in general. The company's most famous poster, released in 1999 and recognized as one of the top five of the 20th century, read: "I've never read The Economist. Trainee manager, 42 years old." The text was written in white letters on a bold red background. Another example was the "Ignore Obstacles" poster in the same color scheme. It was located on the facade of the building, while one of the building elements 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 of the combined colors Benetton was proposed by Oliviero Toscani in 1986. This became the starting point for further communication of the entire brand. United Colors is all the colors of people's skin, the full range of colors of life and all its aspects, even if not always pleasant and fit for change. Toscano believes that contrary to what is usually advertised, his prints do not use the product or its copyline. Only one logo is placed there. Such prints do not agitate to buy clothes, do not even hint at it. All efforts are aimed at creating an atmosphere of controversy around those subjects that are usually avoided, but which, in the opinion of creatives, should be discussed. Prints came out for 10 years, they excited public opinion so much that scandals happened. One thing is for sure - they made you think and rethink. And not even style and clothes, but life itself. In one of the prints, a black mother is breastfeeding a white baby; in the other, a small black palm is snuggled up against a large white one. The kiss of a nun and a holy father, and a natural image of three human hearts were demonstrated. They, being indistinguishable, were explained by the inscriptions - white, black, yellow. This symbolizes the fact that all races are essentially the same.
Nike. "Just Do It" (Wieden + Kennedy, 1988). The most famous legend about the appearance of the famous Nike slogan says that once one of the founders of the agency "Wieden + Kennedy", Dan Weiden, at a meeting with the company's managers, was so impressed with their energy and diligence that he said: "Guys from Nike, you just do it. " However, Weiden himself in his interviews adheres to a different point of view.He remembered the story of a certain Gary Gilmour who killed two people. When they squeezed him into the 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 laughingly explained that he had simply combined two famous phrases. Thanks to the Just Do It advertising campaign, Nike has found its brand religion. Thoroughly himself and the head of the company, Phil Knight, thus was able to fill his brainchild and the entire advertising campaign with the idea of continuous rivalry, instilling the philosophy of the winners. The products themselves were rarely advertised here, the emphasis was on the person who wears them. Nike got real winning heroes to create its image: Michael Jordan and Tiger Woods, Manchester United and numerous national football teams. Advertising campaign "Just Do It" is imbued with determination and passion, there was a place for humor. Advertising of "Nike" itself was a real challenge - both to rivals and society, and to ourselves.
California Milk Processor Board. "Got Milk?" (Goodby, Silverstein & Partners, 1993). In the 1990s, the California Milk Producers Association launched the successful "Got Milk" advertising campaign. Today, these are no longer just calls to drink this wonderful drink, it has become a part of pop culture and a model for creatives. In 1993, the members of an association of manufacturers finally decided to change something after twenty years of low sales. Jeff Manning became CMPB's CEO, tasked with influencing milk consumption in the region. After all, the drink had the image of a boring product, imposed only by mothers. The seriousness of the situation was also emphasized by the fact that the producers agreed to an extreme step - a marketing fund was created, where 3 cents were deducted from each gallon of milk produced. As a result, advertisers have received a huge budget of $ 23 million per year, which is in line with the scale of large carmakers, brewers, financial and pharmaceutical brands. Mass polls of people were conducted, which showed that 70% of them drink milk quite often. Remembering that retaining old customers was easier and cheaper than acquiring new ones, Manning and Goodby decided to turn their attention to proven customers first. It was necessary to make them drink milk more often than usual. Manning speculated that people who drink milk usually do it with cookies, muffins, or sandwiches. Why not use this connection in your ad campaign? In addition, people have mentioned how awkward and uncomfortable it is for them to eat cookies without milk. Jeff Manning decided to focus on this, making people feel this pain. The first video of the project was the spot "Aaron Burr". In it, a young man on duty at the museum prepares a sandwich for himself. The setting in the room is dedicated to the duel between Alexander Hamilton and Aaron Burr. At this time, during the radio quiz, the question is asked about who shot Hamilton? The guard struggles to answer, but cannot, as his mouth is literally glued together with peanut butter. This spot won an award in 1994, and according to a survey of US residents, it is among the ten most loved videos of the 90s. In 2002, at the insistent requests of viewers, the broadcast of the favorite advertisement was resumed.
Wonderbra. "One and Only" (TBWA, 1994). Vanderbra bras are 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, such a 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 a hitherto inconspicuous name came up with a new slogan for their product: "One and only". In England, a poster with model Eva Herzigova appeared on the streets, which has become one of the most famous outdoor in the entire existence of advertising. A half-dressed girl looks at her bust, and to the right of the photo is the inscription: "Hello boys." According to city rumors, the placement of such a poster led to a large number of accidents and just family scandals. On another poster, a beautiful woman in a bra encourages you to look her in the eye, which, of course, few people succeed. Be that as it may, but the campaign, in which this poster was also far from the only one, was extremely successful. The sales of these bras have grown rapidly. It was calculated that every 15 seconds, one product was sold for $ 26. By the end of the year, the company's profit increased by $ 120 million. And in its Christmas issue, Fortune magazine named the Wonderbra bra product of the year. The poster with Eva Herzigova and her defiant "boys" was ranked 10th in the rating of the 100 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 theme "The holiday comes to us, the holiday comes to us." This realization came thanks to the best Christmas video of all time, which is broadcast annually on television during the New Year season. It turns out that consumers are already closely associating the advent of Coca-Cola's Christmas ads with the start of the festivities. Therefore, CAA strives to create such a representation of the Coca-Cola Company that would maximize the spirit of Christmas and the optimism that lives especially strongly 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 depicted in the form of comics of animals and birds that drank the drink, stealing it from people. Later, the brand moved to philosophical videos and subtle visual finds, which became an event in the world of advertising. In 1996, Diageo, the brand's owner, announced a creative service competition. It was won by the Abbott Mead Vickers BBDJ agency with their concept "Good things come to those who wait." The proposed idea became such a successful find, creating a channel of communication with the public, which has been the main one for 14 years. The creatives offered a bold decision - to take everything that the consumer did not like in Guinness beer and make it a virtue. The task, albeit not easy, but absolutely winning if done correctly. There was a problem - users did not like to wait long for the foam to settle in the glass and acquire the necessary thickness and density, which will prevent the drink from exhaling. It turned out that this took about 2 minutes, for which not everyone had the patience. But if you turn these 120 seconds into an insignificant payment for the best beer in the world, then the perception of a person will change, the product itself will be at the top. In 1999, advertisers worked with director Jonathan Glazer to create a true work of art - a black-and-white video in which surfers battled waves compared to wild horses. The fact is that the head of the manufacturer remembered that they once had a rather successful poster with a surfer and decided to repeat the successful experience. However, the creatives decided to step aside from the cliches of "Old Spice", and the director embodied the idea, spied on the picture of Walter Crane "The Horses of Neptune". The success of the video exceeded all expectations - sales jumped sharply, and the spot itself received an award in Cannes and many other awards. Today, we can safely say that advertisers from all over the world look at this Guinness ad with bated breath.
Johhnie Walker. "Keep Walking" (BBH London, 1999). The brand began its true history, filled with freedom, dreams, confidence and optimism, only in 1999. It was then that the first international "Keep Walking" campaign was released, thanks to which Johnny Walker entered the elite of alcoholic beverages. The logo of the whiskey was a walking man who seemed to personify the belief of the Walker family that courage and perseverance are enough to realize even the most unrealizable dream. These ads get people to achieve their goals. The brand gives confidence that everyone can change their life, regardless of social status and occupation. Any of us, thanks to our activity, movement forward and faith, can make the world around us bright and unique. In the "Human" video, the whiskey does not even get into the frame and there is no talk about it at all. The director tells about a strange creature - an android robot who, with incredible sincerity and honesty, talks about his cherished dream - to become a human. He says: "I am faster and stronger than you. And I will live longer than any person. Do you think that I am the future? No, you are mistaken. The future is you. If I could wish, then I would dream of becoming human." To know what it is like to love, desire, feel. I can be immortal without wearing out. You can be immortal just by doing one thing. Keep Walking. " This video was one of those who laid the foundation for the movement of sociality in commercial advertising. It seemed to say not just "drink our whiskey", but "drink our whiskey, move forward, be proud that you are a human being and even in the era of high technologies you will still be on top." Curiously, "Human", which has become truly iconic and won the hearts of many creative people, never received the Lion of Cannes, winning only bronze.
The Independent. "Don't" (Lowe Howard-Spink, 1999). In 1999 at the Cannes Advertising Festival, the first prize was given to the "Don't" video for the English newspaper Independent from the agency Lowe Howard-Spink. Within a minute, a black-and-white cut of rapidly changing frames with the constantly used "Not" off-screen was demonstrated. Even the great "Surfer" from Guinness and "Double Checked" from VW were behind this ad. The judges were greatly impressed by the social subtext of the video, which concerns everyone - prohibitions. After all, no matter what we do, there will be someone who will try to ban it. From the very birth of a person to his death, his life is governed by some prohibitions that subdue life, forcing him to act in a certain way, and not following desires. Then the newspaper, whose name is directly related to independence, in its advertising directly fought this state of affairs. In addition, another deep rule was touched upon - the desire of truly independent people to violate any prohibitions. A long list of prohibitions (including: walking at night, killing, swimming, breathing, experimenting, old age and routine) ends with "don't buy" and "don't read". People subconsciously want to break them and buy that very newspaper for reading.
PlayStation (TBWA, 2000). Sony immediately outlined its target audience - it is adults, educated and thinking people. The innovative product was to bring together individuals who could understand David Lynch's ad, James Sinclair's poetry concepts, and Dali's surrealism. TBWA Creative Director Danny Brooke-Taylor realized that the console market was originally geared towards children or infantile adults. Advertisers have set themselves the goal of making adults play as well. The question was asked: What makes people play, immerse themselves in a different reality? It turned out that we are simply running away to another world from our everyday life and routine. There we can get to places that we only dreamed of before. The new territories will have the opportunity to fully realize their full potential and experience the full range of emotions that are not available in ordinary life. People play because they do not know how or do not know how to live to the fullest in ordinary life. As a result, Playstation videos and posters have appeared, which demonstrate, sometimes in the style of surrealism, the new worlds of man. It could be the choice of a new head in the supermarket, it 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 famous videos themselves and the word itself, derived from the phrase "What's up?" ("How are you?"). This marked the beginning of a new cultural phenomenon. At first, the word "wassup" was firmly embedded in the vocabulary of a generation, and the video "Wassup 8 Years Later", which appeared as part of Barack Obama's election campaign, became convincing evidence of the significance of the Budweiser campaign. It is curious that the videos show young guys indulging in idleness in every possible way, dressing tastelessly and grimacing. Advertising doesn’t call for anything good, it doesn’t teach to be better and doesn’t carry any useful information at all. But she managed to become a cultural phenomenon.