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

1. Top 100 Campaigns
By: Naja Faysal
7/7/2006 Naja Faysal, Spring 2006 1

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)
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3. Kurt Kroner/
Creative Revolution
Kurt Kroner
A Hero in
Advertising…
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4. Kurt Kroner/
Creative Revolution
The man behind the
defining example of
the greatest
advertising campaign
of the century.
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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.
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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.
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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."
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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.
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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," "
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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…
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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.
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12. How did they get into the Top
100
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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?
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14. Numerical Facts
7 of the top 100
campaigns employ
celebrities.
8 evoke sex.
4 play on consumer’s
fear and insecurities.
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15. What is the secret then?
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16. 1. The campaign should be a
watershed, discernibly changing
the culture of advertising or the
popular culture as a whole.
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17. Volkswagen, “Think Small”, DDB, 1959
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18. Avis, “We try harder”, DDB, 1963
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19. Clairol, “Does she… or doesn’t she?”, Foote, Cone & Belding, 1957
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20. Clairol, “Does she… or doesn’t she?”, Foote, Cone & Belding, 1957
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21. Woodbury Soap, “The skin you love to touch”, J. Walter Thompson Co., 1911
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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
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23. Absolut Vodka, “The Absolut Bottle”, TBWA, 1981
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24. DeBeers, “A diamond is forever”, N.W. Ayer & Son, 1948
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25. 3. The campaign should simply be
unforgettable...
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26. Pepsi-Cola, “Pepsi-Cola hits the spot”, Newell-Elmmett Co., 1940s
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27. M&Ms, “Melts in your mouth, not in your hands”, Ted Bates & Co., 1954
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28. Budweiser, “This Bud’s for you”, D’Arcy Masius Beneton & Bowles, 1970s
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29. And now how are ads
judged?
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30. This is how JWT does it (this
company is 150 years old)
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31. #1 Damaging
Nestle
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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
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33. #2 Wasteful
Benedryl,
Allergy Tablet
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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
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35. #3 Boring
Smirnoff
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36. #3 Boring
Both the idea and execution are
ordinary.
The customer will tune out before
it's finished.
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37. #4 Predictable Ad:
VisineRedEyes
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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.
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39. #5 Competent
R05AutumnM
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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.
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41. #6 Rewarding
Weight Watchers
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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.
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43. #7 Innovative
KENCO
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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.
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45. #8 Market Leading
AXE
axe intl.mpeg
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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.
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47. #9 World Class
Amnesty - teleshop
Amnesty - teleshop - 09.mov
alternative
Mc Donalds.mpg
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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.
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49. #10 World Beating
Honda
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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.
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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?
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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).
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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”
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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.
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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?
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56. Thank You
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