The world of advertising is ever-changing and has seen tremendous growth in the last few decades.
From the old school “Amul Ads” to the minimalistic, modern, and sleek advertisements from Apple, we sure have seen a huge change in what advertisements were and what they are now.
According to a PPC Project, an average person is exposed to almost 5,000 advertisements a day. And with the huge growth of digital advertising, this number is only likely to increase.
Over the last couple of decades, we have witnessed a plethora of advertising campaigns. And many of them have even established themselves as the icons of the advertising field and have also inspired businesses from around the world. But what makes some of them so very unique and inspiring?
Is it the nature of the copy? Or is it the way they are designed and the emotions they target?
In this post, we are going to take a look at the Top Advertising Campaigns to learn from what influenced the world of advertising and established themselves as icons in this field of advertising. But, wait! Before that, let us discuss what advertising exactly is.
What Is ADVERTISING?
Advertising is a marketing communication in which advertisers, wishing to promote their brand, products, or services, make use of paid or organic methods for promotion and selling.
The main promotional or persuasive message is called advertisements, or ads and advert for short. The main goal of advertising is to attract interest, increase engagement and sales, and influence the buying behavior of the customers.
We see advertisements almost everywhere we go. The various methods of advertisements are Physical Advertisements (For example, Billboard Ads), Online Advertisements (Web Banners and Video Ads), Print Advertisements, etc. We also have Radio and Television Advertisements. Options are many!
Some popular forms of digital advertising are, but not limited to:
Paid search ads – These advertisements are very popular in the field of digital marketing. They are displayed on various search engines and the advertiser only pays for these ads when a user clicks on an advertisement.
Video ads – Just as the name suggests, these are videos meant for advertising. A very important platform where a lot of video ads appear is YouTube which shows many video ads to its users.
Social media ads – These are the advertisements that are displayed on social media platforms like Instagram, Twitter, and Facebook. Many advertisers are now using social media to advertise their products and services as they have a huge user base that shows no sign of stopping.
Product Placement – This is a method of advertising when a product or service is promoted with the help of some characters or placements in TV shows, web series, etc.
What Is An ADVERTISING CAMPAIGN?
An advertising campaign is a well-designed and creative strategy that consists of a series of advertisement messages sharing a single concept, idea, objective, or theme to achieve the desired results such as to attract interest, influence the buying behavior of the customers, increase engagement, or lead to conversions and sales.
Top ADVERTISING CAMPAIGNS To Learn From
With people surrounded by so many adverts daily, advertising is often about who aces the field in this competition and curates something completely out of the box and unique. It’s about making your product and services stand out in an interesting and sustainable way.
There are so many brands who’ve established themselves as icons when it comes to advertising. Following is our list of some of the best advertising campaigns that you can learn a lot from. Let’s dive in!
“JUST DO IT” Campaign By NIKE
Nike is amongst the biggest and the highest-profile athletic brands. Everyone knows about Nike. It is an American multinational brand that deals in footwear, apparel, equipment, accessories, and services related to sports and athletics. Throughout the years, we have seen so many amazing advertising and marketing campaigns from Nike, but the campaign that tops them all is the “Just Do It” Campaign.
The campaign was launched in 1988 by Wieden + Kennedy. It featured some professional and amateur athletes who talked about their achievements and their feelings and emotions that they associate with sports and exercise. Most of the stories focused on invoking an emotional response in their viewers.
The campaign not only meant to motivate the viewers (as the words “just do it” suggest), it also wanted to raise the following question in the mind of the viewers: If the athletes can do it, why can’t we?
More than 30 years later, we still see “Just do it” in almost everything Nike produces or is associated with. It appears on many of their bags, T-shirts, Accessories, and Advertisements all around the world. The statement also sums up what Nike is: competitive, direct, energetic, and powerful.
The campaign was very effective and beneficial for Nike. At the time when it was launched, Nike was facing severe competition from Reebok, which is another sports brand. But, the “Just Do it campaign” became super hit and helped Nike achieve huge and unmatched success.
It was so successful that by the year 1988, it helped Nike to boost its sales from $800 million to $9.2 Billion. The slogan was also short and simple due to which most of the viewers could relate to it and found it compelling.
The campaign can also be viewed as an expression of their identity and philosophy. This iconic campaign has had a huge impact over the last 30 years and still continues to do so.
“GET A MAC” Campaign By APPLE
Apple is one of the bestselling smartphone brands in the world. And not just smartphones or the “iPhone”, Apple also deals in designing, development, and sales of other products like iPad, Apple Watch, Mac, and Apple TV. Ever since its inception in the year 1976, the brand has always offered top-quality products and services.
And the same can be said about their advertising efforts. Apple has always been very innovative and creative with its advertising and marketing campaigns. Their advertisement campaigns are simple, sleek, colorful, stylish, and modern.
But our focus is on one of their best campaigns – Get a Mac.
The “Get a Mac” was a television advertising campaign of 66 spots that ran from the year 2006 to 2009. The campaign was created by TBWA\Media Arts Lab, Apple’s advertising agency, and is one of the most iconic brand development marketing campaigns in recent history. The advertisements from this campaign were shown in the United States, New Zealand, the United Kingdom, Japan, Canada, Australia, and Germany. The campaign is an amazing example of how the tech giant built its brand identity and loyal following by giving itself a personality that set the tone for everything the brand has been up to all these years.
The advertisements followed a simple and standard template. The background was mostly all white. It featured two men, one dressed in casual clothes who introduced himself as a Mac or an Apple Macintosh Computer. The other guy, dressed in a formal outfit, introduced himself as a PC, or a Microsoft Windows Personal Computer. The advertisements used to revolve around comparing the specifications or the capabilities of Mac and PC. It was an entertaining competition.
The campaign sparked many PC vs Mac debates. The objective was to associate the people who use PC or Windows users with the “unpopular nerd” cliché while representing the users of Apple Mac smart, young, creative, and attractive.
However, the commercials were never meant to defame or demean PCs. On the contrary, they were focused on telling Mac’s audience everything there is to know about the product cleverly and engagingly.
As discussed above, the campaign was essentially a competition with Microsoft Windows Personal Computers and challenged them directly to tell the viewers why they are a better option.
As a result, the campaign also sparked several Mac vs. PC debates. The campaign was a huge success. It was also responsible for an overwhelming response. It helped Apple achieve a huge growth of over 40% market share, and was able to shatter all previous records.
“THE MAN YOUR MAN COULD SMELL LIKE” Campaign By OLD SPICE
Old Spice is an American brand that offers male grooming products. Some of these are deodorants, shampoos, body washes, and soaps, and so on. Manufactured by Procter & Gamble, it was launched in the year 1937 as Early American Old Spice.
Their campaigns have always been quirky, fun, and eye-catchy. But “The man your man could smell like” Campaign is considered to be their best.
Created by ad agency Wieden+Kennedy, the television advertising campaign was launched in February 2010, and is also referred to as “Smell Like a Man, Man”. It was launched with two commercials.
One of them was a 30-second spot, and the other one was shorter (15-second duration). Both of these commercials were written by Craig Allen and Eric Kallman of Wieden+Kennedy. The spots focused on the Red Zone After Hours Body Wash.
The campaign revolved around a central idea – “Man Your Man Could Smell Like”. It addressed women in general and talked about what benefits their products have for “their man”. It also featured the actor Isaiah Mustafa, who is now famously known as the “Old Spice Man”, all thanks to the immense popularity of the campaign.
In most of his monologues, Mustafa addressed the viewer with confidence and with a witty charm, talking about the benefits of using Old Spice products. He also progressed through various activities, locations, costumes, and even extraordinary situations, all in one uninterrupted commercial.
Not only the spots were fun and interesting, but they also stayed true to the brand’s core values.
An amazing example of how a brand can create an unforgettable and hilarious advert, the campaign was also successful in establishing a relationship or a feeling, a connection between the Old Spice Man – Isaiah Mustafa and the viewers. This further contributed to the success of the campaign. Undoubtedly, it is one of the most iconic and popular viral campaigns in recent history.
The “REAL BEAUTY” Campaign By DOVE
Dove is a personal care brand. Based in the United States, it is owned by Unilever and originated in the year 1957. Dove has established itself as a brand with a soft, warm, friendly, and cordial tone. Its advertisements have always been simple, gentle, minimalistic, and targeted one or more human emotions. Let us talk about one of their best advertising campaigns – the “Real Beauty”.
As the name suggests, the campaign is about “Real Beauty”. It was a worldwide marketing campaign, launched by Unilever in 2004. The goal? It was simple and subtle – to generate more self-love and self-confidence in women and young children.
It aimed at pointing out the difference between how a woman perceives herself and how others perceive her. The commercials focused on redefining what beauty means and loving your imperfections while also promoting the idea of self-love.
The initial stage of the campaign revolved around a series of billboard advertisements. These billboard advertisements were initially put up in countries like the United Kingdom and Germany and were later taken worldwide. Instead of using professional models in these advertisements, as other brands do, Dove featured regular women.
The photographs were taken by Rankin, who is a noted portrait photographer. Moreover, the advertisements offered the passer-by the ability to vote for the woman featured in the advert. For example, the passer-by could vote on whether the woman was, “Fat or Fab” or “Wrinkled or Wonderful”. What’s more interesting is the fact that the results were dynamically updated and displayed in real-time.
In 2006, Ogilvy & Mather extended the campaign further and introduced some viral videos that revolved around the same concept. In April 2013, a video titled “Dove Real Beauty Sketches” created by Hugo Veiga was released as part of the campaign. The video went very viral and garnered strong public and media reactions.
Similarly, the campaign has been very active and the brand has published a lot of heart-touching content through this campaign.
The campaign carries a very heartfelt message. It appeals to the hearts and minds of the masses and has captured the hearts and imagination of many. Very few advertisements could do what dove did with their subtle and beautiful message, and this is precisely what makes this campaign a hit. It has received huge media coverage which Unilever has estimated to be worth more than 30 times they paid for the media space.
Which are your favorite ad campaigns to date? Do let us know in the comments section down below! For more posts, check out our blog here.