Best ads of the word

First impressions matter—especially for businesses. That’s why you double-check your subject lines more than your email. It’s why you put so much thought into your search ads. And that’s why you need to make sure you have a catchy slogan that engages your audiences and introduces your brand.

In this post, I’m going to show you how to do that by sharing examples of enduring advertising slogans.

We’re going to cover:

• What a marketing slogan is and who it’s for.
• 21 unforgettable marketing slogan examples and what makes them work.
• Tips on how to draft your own catchy advertising slogans.

Let’s get started.

What is an advertising or marketing slogan?

An advertising or marketing slogan is a concise, catchy phrase used with consistency across brand and marketing materials to position the brand and foster recognition with a broad audience and affinity with a target audience. The audience of a slogan is key here—your slogan isn’t only for your target audience or your customers. It’s also how you want anyone to think of your brand.

That’s why a short, pithy statement works best. You can use wordplay, rhythm, and more to make a slogan memorable to anyone who hears or reads it. And you should use language and appeal to emotions that rally your target audience around your brand’s mission, purpose, or product.

Now, rallying makes sense when we think of other uses of slogans: political campaigns.

But keeping this in mind when you’re working on a slogan for your business can help. You want your advertising slogan to inspire something—feelings of belonging, confidence in your product, even a smirk at a clever joke.

Iconic advertising slogans we can learn from

If you’re looking to write or refresh your business’s advertising slogan, the best way to get started is to look at enduring, successful examples. That way, you can get a feel for what sounds good and works, plus start getting some ideas for how to capture your brand in a slogan. Here are 21 slogan examples that are so catchy, so memorable, that we couldn’t forget them if we tried.

1. Nike: Just Do It

This slogan is first for a reason—it’s iconic, and it’s everywhere. Nike uses this slogan on packaging, on clothing, and throughout its ad campaigns. This consistently helps with recognition. You only need to hear or see the slogan with the Nike logo a few times before they are linked in your memory.

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The origin story for this slogan? Not so nice. According to The Washington Post, in 1988, advertising exec Dan Wieden pitched Nike this slogan, which was based on the last words of a man convicted of murder. Morbid inspiration.

2. L’Oreal: Because You’re Worth It

L’Oreal’s slogan “Because You’re Worth It” turns 50 this year, and its inception has a much nicer story. In 1971, it was 23-year-old copywriter Ilon Specht at the advertising agency McCann who wrote the slogan for the beauty company.

Not only was it the first advertising message to highlight self-confidence, it revolutionized advertising.

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And the positive message L’Oreal uses here is still relevant and fresh. The phrase appeals to women’s self-worth with an empowering affirmation—even if it encourages us to act on that empowerment by purchasing beauty products. It’s a timeless advertising slogan, which might just be the best kind.

3. Maybelline: Maybe She’s Born With It. Maybe It’s Maybelline.

Maybelline actually changed its slogan in 2016 to “Make It Happen,” but ask anyone today and the original still reigns. Talk about an enduring marketing slogan.

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This time, though, it’s the wordplay and not the brand message that sticks. The repetition here makes this an earworm—and that’s before you even hear the jingle.

4. Lay’s: Betcha Can’t Eat Just One

I love that this slogan is a dare. It not only makes it clear that Lay’s chips are deliciously addicting, but it also represents the brand as active and engaging. Plus, it set Lay’s up for creative ad campaigns using this slogan.

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5. Burger King: Have It Your Way

Burger King’s customer-centric slogan similarly invites the customer in by including the “your” pronoun.

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But Burger King also positions itself as different from its major competitors—ahemn, McDonald’s—with this slogan by offering personalized service and customized fast food. (Check out this old Burger King commercial, it’s good for a laugh.)

6. Bounty: The Quicker Picker Upper

One way to nail your slogan is to add wordplay. The rhyme with “quicker picker upper” here is unbeatable. Once you hear it, the slogan never leaves your brain. And that’s good for Bounty, especially because it also managed to pack its value (picking up messes) and differentiate itself from the competition (doing that quicker).

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7. The New York Times: All The News That’s Fit to Print

This iconic slogan was first used in 1897, and it still appears on the front page of the newspaper of record today.

(Though I wouldn’t recommend putting your slogan in quotes. That could lead to questions of attribution, not to mention some clunky images.)

​More marketing slogans we can learn from

The rest of these slogan examples are more recent than the ones above, but are by no means less powerful. And hey, they just may be celebrating their 50 year anniversaries some day.

8. McDonald’s: I’m Lovin’ It

Like Lay’s, this slogan is also active. But McDonald’s puts the customers’ experience with its food front and center here: It’s the customer who is loving their hamburger or Happy Meal. Simple and appealing.

9. Taco Bell: Think Outside the Bun

A powerful advertising slogan makes it clear how your product or offering is different, and that’s what Taco Bell does well here. While most hum-drum fast food options are drive-through hamburgers, Taco Bell offers more.

It’s also worth noting that Taco Bell recently changed its slogan to “Live Mas.” Timeless slogans are ideal, but the option to change can be a good thing. With the rise of fast casual, there are more options than hamburgers and Taco Bell, and the company responded to that by evolving its brand and its slogan.

10. Goldfish: The Snack That Smiles Back

Goldfish are wholesome, friendly, and great for kids—which is mostly thanks to a smart branding strategy and the fish shape. This slogan anthropomorphizes the barely fish-shaped crackers even more definitively and makes them engaging as well as delicious. Who could say no?

11. Outback Steakhouse: No Rules, Just Right

Your slogan doesn’t necessarily have to speak to your product directly. Take Outback Steakhouse’s slogan, “No Rules, Just Right.” This evokes the hospitality you can expect in the restaurant, and it appeals to a rebellious, rugged attitude that just can’t be tamed by a Ruby Tuesday’s.

12. State Farm: Like A Good Neighbor, State Farm Is There

State Farm’s slogan does a great job of setting the tone for its customer relationships and making them not only positive, but appealing: This insurance company is as dependable, as accessible as your neighbor.

13. Toyota: Let’s Go Places

Toyota’s “Let’s Go Places” is an excellent example of a slogan that communicates the company’s value proposition. The benefit of having an affordable, dependable car is that you can use it—whether that’s to get home to your family after a long day of work, to travel outside the city for a weekend of hiking, or to a destination you haven’t decided on yet.

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With the structure here, Toyota emphasizes that it’s a two-way relationship. With the contracted “us,” the company subtly lets its audience know that it’s traveling together.

14. AirBnB: Belong Anywhere

According to AirBnB’s brand story, the company set out to revolutionize travel by allowing people to experience places not as tourists, but as locals. Staying in an apartment instead of a hotel lets you see different parts of a city; renting a house in the mountains instead of staying in a resort forces you to check out local grocery stores or farmer’s markets.

These nudges toward local living feed into AirBnB’s slogan: “Belong Anywhere.”

This simple, powerful statement captures the promise of staying in an AirBnB and, even more importantly, captivates anyone interested to give it a try.

15. Red Bull: Red Bull Gives You Wings

This slogan is a cautionary tale. Red Bull’s slogan is punchy and over the top, which is fitting for an energy drink with active consumers.

Unfortunately, this slogan also implies that the product will do the impossible and literally give you wings. The company had to pay out a settlement for the false claims about the marketing copy. A good lesson to keep your slogan memorable but not fraudulent.

16. Capital One: What’s in Your Wallet?

This credit card company’s slogan is catchy because it’s so simple: a question about what’s inside your wallet. This question is a great way to grab attention. We all carry around our licenses, credit cards, useless ATM receipts, a stack of random punch cards for coffee shops that we never remember to use in the first place—but maybe that’s just me?

By structuring the slogan as a question, too, Capital One is starting a conversation with its audience. This invitation is a great way to position the brand as a partner in a less explicit way than State Farm’s slogan, for instance.

17. Home Depot: How Doers Get More Done

Owning a home means pretty much giving up every weekend to chores. And whether it’s mowing the lawn, cleaning the gutters, painting the closets, or a bigger DIY bathroom upgrade, you can always count on at least two last-minute trips to a hardware store for supplies. Home Depot knows this, and that’s why it is referenced in their slogan.

Using “doers” here for their audience is an amazing way to capture the range of people in its audience. Doers includes the qualified contractors and builders, as well as the weekend DIYers, and that’s good for business.

​18. Apple: Think Different

When I was in high school, there was an American Eagle shirt that said “Be Different” that so many people I knew had. So many of my classmates wanted to proclaim how different they were in the same way—and I’m sure at the time I asked my mom to drive me to the mall to no avail, but that’s beside the point.

The point is that a desire to be different is universal.

Apple uses that desire with its simple, powerful slogan.

19. Pizza Hut: No One Outpizzas the Hut

This is an absurd slogan, and that’s why it’s stuck in my brain since I was reading books for stickers to get a free personal pan pizza. Does anything really call Pizza Hut “the Hut”? Doesn’t almost everywhere else have better pizza?

Whatever it actually means, the sentiment is clear: Pizza Hut is the best, and that’s often the takeaway you want from a slogan.

20. Papa Johns: Better Ingredients, Better Pizza

The repetition here does more than help an audience remember. It suggests a relationship that compares this pizza chain to its competitors: Papa Johns uses the better ingredients, so it’s Papa Johns who has the better pizza.

I’ll be honest: I don’t really need all the pieces of pepperoni on a pizza to be the same size in order to think it’s delicious. But it’s a nice message, and a memorable slogan.

21. Dunkin Donuts: American Runs on Dunkin

This might be my favorite slogan, and I say that with no affinity for Dunkin’s coffee. (Despite living in Boston for the better part of a decade, I still just can’t stomach it. But munchkins are a different story.)

The proclamation in this slogan is bold, and it’s clear. America relies on its coffee brand of choice, and it needs it to function. Plus, the internal rhyme with “runs” and “Dunkin” ads a sing-song rhythm to the phrase that makes it sound all the more appealing.

Now, to be clear, this is an exaggeration. But announcing that all of America likes your coffee and Boston Cremes isn’t making a fraudulent promise—it’s just being confident.

How to draft your own catchy marketing slogans

We just ran through a lot of unforgetting advertising and marketing slogans. These slogan examples are good for so many different reasons—they’re catchy or clever, they’re powerful or appealing. That makes this a great place to start for inspiration before writing a slogan for your business.

Here are the best tips based on the successful slogans we went through to help you get started on your own:

Plan on a project

You might stumble on the perfect slogan on your first try, it’s true, but it’s not at all likely. Instead, plan to get your team together and brainstorm, then draft and workshop some more. If these iconic slogans prove anything, it’s the power of the right slogan. It’s worth your time to find that for your business.

Start with your brand

A slogan resonates because it fits with the brand. Pizza Hut’s brand is playful, and its slogan is absurd. Apple’s brand is aloof, and so is its command of a slogan. When you start writing, keep your brand in mind. You want the slogan to match your brand’s voice and appeal to your audience, so brand alignment is key.

Be honest

You can’t overpromise in your slogan. Instead, focus on your product’s strength and what makes your offering different than your competition. Double down on that and skip any false promises.

Use emotion

The best slogans are memorable because the audience has an emotional response. You don’t need to be so heavy-handed as using words like love or smile in your slogan like McDonald’s and Goldfish, but you do want to pay attention to what emotional reaction you’re eliciting with words and sounds in your slogan.

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Keep it quippy

Our attention spans are short, and only getting shorter! Your slogan needs to be quick, and even better if it’s quippy. Whether it’s a clever reference, rhymes, or some wordplay, this will help make your slogan—and your business—unforgettable.

Start slinging slogans for your business

Was that alliteration heavy-handed? Yes, it was. But it stuck out, and your slogan should, too, to make sure your business is memorable for your audience. So use these iconic slogans for inspiration, and follow the lessons we gleaned from them as you start drafting your own. Good luck!

What makes our world and life experience unique is its ability to be so unpredictable. Unpredictability isn’t good; when it’s terrible, you better be prepared to deal with it. That is where the role of First aid comes in. We never know what we might have to face when we might have saved someone’s life. So we must prepare ourselves and everyone around us for such unfortunate situations.

This article will do the first part of preparation well. You will have all sorts of First Aid Slogans to share with your mates and people you care for. Run a campaign that educates everyone on the importance of First Aid. Learning it is literally a matter of life or death and should not be taken lightly. In emergencies, you will see how this awareness campaign will help people save their and others’ lives.

Catchy First Aid Slogans

It is crucial in this era where we have developed health care and technology, but the risks are more significant than ever. The very things that make us develop can cost us our lives. We must inform the public about the significance of first aid. Use the slogans below to spread the message away.

Here is a list of the Best slogans about the First Aid Movement. 

your body

Safeguard your health

Protection to the future

Safeguard to the disease

Make the safer generation

Avoidance of the accidents

Thwarting to prevent society

Elimination of bodily problems

The anticipation of the future

Compiling all the thoughts here

Deterrence to protect the health

It’s better for yourself rather suffer

Tricks of first aid make us stronger

It’s the weapon to stop the accident

Precaution can stop many accidents

Obviation to create a safer generation

Nothing can be a substitute for first aid

Improve your health by stress avoidance. 

Aid for the emergencies 

Train to secure yourself

Prepared for emergencies 

Know better and save a life

Avoid the hospital trip with us

Prevention is better than cure

Training makes people winner

We should believe in the first aid

Train yourself to protect your body

Accidents don’t come with a notice

Without protection, you are nothing

Top 10 First Aid Slogans

Here are the Top 10 First Aid Slogans & More to get you started. 

1. Know the aid 
2. First-hand rescue
3. Be the first to help 
4. Always prepared
5. No pain no gain
6. Protect your body
7. Believe in the training
8. First aid is important
9. Awareness saves life 
10. Get the aid knowledge

Slogan About The Importance Of First Aid

No one can deny how important first aid is. The purpose is to encourage people to step up and get the training to contribute towards public health too. 

Let’s do that. Here is a list of slogans about the Importance of First Aid

Safety is your

Forestalling your life

First aid is just suitable

Live life without the worries

First aid helps to take care

Sustainable to make yourself

Prepare to tackle the danger

Plan to catch the threat

Arm to grapple with the threat

Policies of nuclear deterrence

Prophylaxis to maintain the body

Preclusion to safeguard yourself

It helps you make yourself stronger

Invest yourself in proper workout

Enable yourself with proper exercise

Empower yourself with proper training

Training with the workout will make your life

First aid training cures the problems of the body

Slogan About First Aid and Safety

Nothing comes before safety, and having first Aid training guarantees your safety and the safety of your loved ones. 

Here is a list of Slogans about First Aid and Safety 

Outfit to tackle the risk

Equip to tackle the threat

Fit to tackle the crisis

Everything can be tackled

Prepare for your full life

Dream to threat-free life

Basic care is necessary

The training for the lifetime

First aid can save huge money

Build your carefree life with us

Arm to stop with the emergency

You can evade the tension with it

Perfect to launch to tackle the risk

Preclusion to make yourself strong

Just preliminary protection to the life

You can withdraw the difficulty with it

You can circumvent the danger with it

Life is protected by the first aid training

Basic protection to take care of your life

Heath costs can be saved by the first aid

Slogan Of First Aid Safety

We are a lifesaver for you

It is a training for your good 

Health is yours. Make it safe 

Wipe your threats with first aid

It makes your life without worries 

Solution for the problem-free life 

Love yourself and protect yourself 

Necessary protection and basic care 

Puts a full stop to your future problems

Try our services and protect yourself 

We are perfect for you to tackle your risk

Try to avoid accidents to live long in life

Try to improve your health by reducing stress 

You can avoid the crisis through the precaution 

It is basic protection to take care of your health 

Preventive caution about future health problems 

Safeguard yourself before your life is in danger 

We give the best first-aid services in the market

Take care of yourself because we care for you

We provide first aid services to make you strong 

Keep the preventive measure with you all the time 

We are the ones who will create safer generations 

Try our first aid services and forget about everything 

With the proper training, you can empower yourself 

It’s better to take care of yourself rather than to suffer

Training in first aid cures the problem at the right time 

Slogan On Safety And First Aid

Here are some more Slogans on Safety and First Aid. 

It Could Save a Life

Ready for Anything

Prevent and Prepare

Knowledge Is Power

Be Ready in Seconds

Be the First to Respond

Stay Prepared and Alert

Be Prepared for Anything

Think Fast, React Quickly

Be Prepared for Emergencies

Saving Lives in an Emergency

The Right Skills at the Right Time

Learn First Aid to Help in a Crisis

First aid: the ultimate life skill.

Emergency First Aid Is No Accident

Be Responsible and Be Prepared

The Time to Respond Is Now

Be the Difference – Learn First Aid

Knowledge Is the Path to Safety

Be Prepared in Less Than a Minute

Know How to Act in an Emergency

Life Is Precious – Every Second Counts

First Aid Training – A Valuable Life Skill

In an emergency, be calm in the chaos.

Sudden Illness? Get Ready for Quick Action

In an Emergency, Minutes Make a Difference

Take the Time to Learn What You Need to Know

Training in First Aid Can Make All the Difference

Slogan Making About First Aid

Train to Be Ready

Ready. Set. Save.

Trained for Emergencies

Take Time to Get Trained

Train to Handle Pressure

Know What Needs to Be Done

Get the Hang of First Aid Now

Your Smarts Can be a Life Saver

Be A Hero. Learn First-Aid.

First Responders Save Lives.

Be a Life Saver. Learn First-Aid.

Train to Feel Good About Yourself

Skill Rules When In an Emergency

First-Aid is an Investment in Safety.

Preparedness is Pure Life Insurance.

The Power to Save Lives Is in Your Hands

Put Your First Aid Training to Work for You

Knowledge Prepares You for Emergencies

Caring and Knowledge Make the Difference

Be Ready for Anything. Get First-Aid Training.

Never Be Caught Unprepared. Train in First-Aid.

Stay Ahead of the Curve. Get First-Aid Training.

Slogan About Safety And First Aid Procedure

These slogans highlight what you must do for first aid and what you can achieve through it. 

Here you go The best slogans about safety and First Aid Procedures. 

Prevent your life

Preventive to disease

Separation to the risks

A barrier to the disease

Obviation to the life risks

Deterrence of the best health

Stoppage to future problems

Prohibition of the ill-health

Separation from future threats

Forestallment of future problems

Determent to erase all the life risks

Preventing the dangerous illness

Bar the momentous accidents

Rejection of the risks and illness

Ban the accidents just by training

Avoid future problems of health

The anticipation of killing the future illness

Impediment to the blood-bleeding moments

Slogan About First Aid Movement

Here is a bonus section on catchy First Aid Slogans. Take your pick and make sure to paste them on walls, spread it through social media, and tell the world about it so we can get one step closer to becoming a healthy and safe society.

Reserve the life

Keep the precaution

Preclusion to the risks

Prohibition to the crisis

Whisk the final perils

Brush the future risks

Wipe the last warnings

Hindrance to accidents

Avoidance the future warnings

Impediment the best moment

Eluding the upcoming threats

Inhibition to hospitalize the life

Prohibition to the bleeding

Ensure yourself to be safe

Escape the imminent threats

Brush the ultimate threats

Wash the upcoming risks

Remove the expected risks

Worsen risks with our exercise

Degenerate risks with our practice

Class to fight with your body glass

It saves when there is no medicine

Depreciate dangers with our practice

Deteriorate future hazards with our training

First Aid Slogans Poster

The posters made with these First Aid Slogan Posters are great to post in educational institutes, Markets, public gatherings, and healthcare spaces to share the message and bring awareness about First Aid. Don’t delay it. Pick the best one and get those posters to make. 

Veto to risks

Prepare your mind

Block the evil with us

Training is the supreme

Captivity to the evil hazards

Refusal of the hospital cost

Ban to the bribe of hospitals

Impediments to your body

Deterrence to the body

Be enough secure

Deterrence to threats

Prophylaxis to care

Precaution to the beauty

Prescription to the health

Forbidding the health risks

Veto to a health-related problem

Interdicting the illness with us

You can use it before Interdiction

Forbidding upcoming perils of life

Block the accidents with our training

Hinder the problems with our training

Preventative to your health and soul

Restraint the upcoming endangers

Treatment at the preliminary stage

Evasion to the future health-related hazards

Poster Slogan About First Aid

Be calm in the chaos.

A helping hand in a crisis.

Helping you help others.

Be ready for the unexpected.

First aid: a tool for everyone.

Your actions can save a life.

Be a hero in your community.

Your knowledge can save a life.

Be the change you want to see in the world.

Learn first aid and make an impact.

First aid: a small kit with a big purpose.

Be the one who can make a difference.

Put the power of healing in your hands.

In an emergency, be the first responder.

Be the difference between life and death.

Be prepared for life’s unexpected moments.

The difference between disaster and survival.

Knowing first aid could make all the difference.

Slogan About First Aid Kit

It is always essential to have a mini first Aid kit with you. You have no idea how many lives it can save. Please let the public know that they need to have these through the slogans below on the “slogan About First Aid Kit” 

Love your intelligence

Train to beat the threat

Fight with unwanted risks

First aid makes you stronger 

Your safety is your ultimate power

The goal is to make life secure

Eliminate obstacles in your life

Expectations of the dangers of life

Blocking the future problems

Control life and also the risks

Halt your health-related hazards

Train your mind, train your body

Foresight that empowers our life

Wash out all the risks for the life

Training is the actual earnings in life

To battle with the accidents of life

Prevention is always better than regret 

Take the decision to take the training

First aid is the synonym for precaution 

Training is compulsory as it can save you

Admire the skills and counter your threat

Stoppage to the unprepared problems

Suppression of the upcoming warnings

Temperance is best to protect the future

Self-possession and self-help are supreme

Embargo your accidents with our training

Shape your body to counter the obstacles

The anticipation of the risk of our training

Prophylactic training to cure health problems

Barring the unwanted health-related problems

Self-control and self-help make you intelligent

Reserve the risks and throw them out of the life

First Aid Kit Slogan

First aid saves lives.

Don’t wait, anticipate.

In a crisis, be calm.

You can be their lifeline.

First aid: hope in a crisis.

Be prepared, and know first aid.

Safety first, first aid second.

One small kit, one big impact.

Save a life, learn first aid.

Be the hero, and learn first aid.

Your safety is our first concern

Invest your time in a proper diet

Live your life without any tension 

Healing starts with knowledge.

When seconds count, be ready.

Knowledge is the best medicine.

Be the difference in an emergency.

The power to heal is in your hands.

Arm yourself with first aid knowledge.

We provide the best services with extra care

We provide service with quality at affordable prices.

Safety First Aid Slogans

We just want you to be safe. Here are more on safety First Aid Slogans  

Don’t panic, take action.

A stitch in time saves nine.

Respond with confidence.

Be a lifesaver, and learn first aid.

Be the help they need.

Learn it now, use it later.

Recovery starts with you.

First aid: your helping hand.

Life is precious, learn first aid.

Simple tools, powerful results.

Quick response, quick recovery.

Accidents happen, be prepared.

First aid: the ultimate rescue tool.

Injury prevention starts with first aid.

The power to save is in your hands.

Be armed with knowledge, not fear.

Emergencies don’t wait, be ready now.

Know what to do when it matters most.

Peace of mind comes with preparation.

Be the person who can make a difference.

An ounce of prevention is worth a pound of cure.

First Aid Slogan Ideas

In case you still have not found any good slogans that you can use, Here is a section filled with ideas n First Aid Slogan Ideas. Take your pick. 

Flex your first aid muscles.

Learn, act, save lives.

One kit, many possibilities.

Be ready for life’s curveballs.

Be a lifesaver, not a bystander.

Learn first aid and change lives.

Be the hope in a crisis.

Know first aid and be a hero.

Be the one others can rely on.

Knowledge is the real first aid kit.

First aid: a must-have tool for life.

Be confident in your ability to help.

First aid: the gift of preparedness.

Be ready, be prepared, know first aid.

In an emergency, knowledge is power.

First aid: a lifesaver in times of need.

Be there when others need you most.

Helping others starts with education.

First aid: a powerful resource for all.

With first aid, anything is possible.

Stay calm and carry a first aid kit.

First aid: the ultimate superpower.

Your first aid skill could save a life.

Don’t be caught off guard, know first aid.

You have the power to help and learn first aid.

Preparedness is key, be ready with first aid.

Step up and be the first responder they need.

A little bit of knowledge can go a long way.

Be the solution when others are in need.

Don’t be caught off guard in an emergency.

Your actions could change someone’s world.

First aid: a simple solution for a complex world.

First aid: a helping hand when you need it most.

Empower yourself with first aid knowledge.

Be the first-aid hero your community deserves.

You don’t have to be a doctor to make a difference.

Your knowledge could be someone else’s lifeline.

First aid: the answer to life’s unexpected challenges.

You can be the difference between tragedy and triumph.

Example Of Slogan About First Aid

Here is some example of slogans About First Aid. You can paste them as it is or take inspiration from them and develop your own First Aid Slogan. Either way, the job is to make sure that we can help each other by learning correctly. 

Save a Life, Know First-Aid!

Be the Hero – Train in First-Aid!

Be Protected – Learn First Aid!

First-Aid Training: Keeps Us Safe.

Be Proactive. Get First-Aid Training.

First-Aid Training: A Badge of Strength.

The Best Way to Care: Learn First-Aid.

Ready to Help – Get First-Aid Trained!

First-Aid Training: Your Insurance Policy.

First-Aid Training: Be Proactive for Safety.

Taking Care of Others: Train in First-Aid.

First-Aid Training: Your Connection to Safety.

Be Prepared – Get First-Aid Training Today!

First-Aid Training: It Could Save a Life.

Prevention is Key – Take First-Aid Training!

Be a Lifesaver – Invest in First-Aid Training!

Knowledge is Power: Get First-Aid Training.

Peace of Mind Comes from First-Aid Training.

Step Up Your Safety – Get First-Aid Training Now!

Suggestions/Conclusion

Formal first aid training is the most appropriate approach to preparing for emergencies. You can learn some simple life-saving techniques if you do not have such training. Below are some Basics of First Aid. 

Breathless/Unconscious:  The ABC rule of first aid applies if a person is unconscious or unresponsive: airways, breath, and circulation.

Airway: The first thing you should do if someone isn’t breathing is open up their airway.

When someone’s airway has been opened but is still not breathing, give them rescue breathing.

Keep the person’s blood flowing by applying chest compressions while performing rescue breathing. Check the pulse if the individual is not reacting but is breathing. Do chest compressions if their hearts have stopped beating.

Bleeding: There are some essentials about how blood functions that will be useful for you to understand if someone is hurt and bleeding.

You can assess the severity of the injury from the color and flow of the blood leaving the body:

Capillaries: The smallest blood vessels, or capillaries, appear to drip while someone is bleeding. Usually, bleeding of this nature ends on its own.

Veins: Blood that flows steadily and has a dark red color will come from the veins. Mild to severe bleeding can occur with this type of bleeding.

The ones that carry the most oxygen and blood vessels are the arteries. They will bleed bright red if they are hurt. With this type of bleeding, blood loss can happen very quickly.

With first aid, just about all bleeding can be stopped. Intense bleeding can cause shock and perhaps death if it continues.

Heart Arrest: You can do four things to assist someone if you believe they have a cardiac arrest.

Identify a close person. “Call 911,” while making eye contact and pointing at them.

Start applying chest compressions to the assistance recipient. Push down quickly and forcefully in the middle of the person’s chest with both hands. Allow their chest to rise naturally up after compressions. Continue until someone with more extraordinary experience shows up.

You can perform rescue breathing and chest compressions if you have received CPR training.

Frequently Asked Questions/FAQs

What Is the Motto of First Aid?

The motto of first aid is to stop significant injuries or fatalities from worsening. The acronym “the three Ps” is often used to describe its aim. 

Preserve Life: The main goal of all medical care, including first aid, is to preserve life by reducing the risk of death. When first aid is appropriately administered, it should assist the patient in feeling reduced discomfort and more at ease while getting an evaluation and treatment.

Prevent Further Harm: Avoid further harm by addressing both external issues, such as removing a patient from any potential harm, and internal issues, such as using first aid skills to stop a condition from getting worse, such as exerting pressure to prevent bleeding from getting severe.

Promote Recovery: Providing first aid also includes attempting to begin the procedure of healing from the injury or illness, and in some instances, it may include finishing treatment, like completing the application of a plaster to a surgical wound. 

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We live in the advertising age and one of the hardest marketing strategies is coming up with a memorable, creative and catchy slogan that properly represents your company or brand. A famous slogan stays with consumers—it is how they think of the product. A slogan or marketing campaign is only worthwhile if people remember it.

Great slogans and advertising taglines must be easily identifiable and be consistent with the brand, memorable, beneficial and create positive feelings for the consumer. They should set your company apart from its competitors, but they have to be simple. The slogan should also highlight the meaning behind your company or product’s mission statement. That sounds pretty easy to do right?

A good way to get your wheels spinning when you need inspiration for marketing campaign creativity is to look to the best. Here are 50 of the best and most famous slogans.

1. Apple: “Think Different”

A darling of the advertising age, Apple’s “Think Different” is part of the company’s original slogan. An effective brand awareness generator, Apple is known for innovation in its products and leading the way for its competitors. Therefore, Apple’s employees and technicians think differently than other technology companies. This famous slogan helped catapult them to the success they have today.

2. Dollar Shave Club: “Shave Time. Shave Money.”

Another great slogan – it uses alliteration! This product’s catchy slogan is perfect for describing Dollar Shave Club’s mission. They want their customers to save time by not having to go out and purchase razors. And saving money is always a bonus for everyone. But, they are also being clever with their play on words of “shave” rather than “save.”

3. L’oreal: “Because you’re worth it”

L’oreal has one of the most famous ad slogans ever created. Women want to feel good about themselves and know that they have worth. L’oreal has the perfect catchy slogan for their beauty products. They are telling their customers that they are of value—women don’t have to buy their products to become worth it because they already are.

4. Bounty: “The Quicker Picker Upper”

This famous slogan uses some great advertising tricks: the words all rhyme with each other, which makes it easier to say, as well as having it go with a tune, so you remember the slogan better. It is also making a claim against its competitors, saying it picks up messes faster. Their advertising campaigns featuring consumers comparing paper towel brands influenced many different companies.

5. Dunkin Donuts: “America Runs on Dunkin”

America is known for consuming a lot of coffee. Although Dunkin Donuts is known for its donuts, it also sells a lot of coffee and has become one of the most famous brands. It is claiming it is the best for both by making a broad assumption that America runs on their food and drink products. Dunkin’ Donuts has such a famous slogan that they are thinking of changing the company’s name to “Dunkin’.”

6. McDonald’s: “I’m Loving It”

Even if McDonald’s isn’t the healthiest food, it still is one of the most popular fast food joints in America. Therefore, their slogan is a pretty safe assumption that the customer loves their products. A perfect example for famous brands.  Successful marketing strategies employ the use of repetition and it’s a guarantee you’ve seen this slogan out in the wild. McDonald’s has an ad budget of $2 million dollars – it’s no wonder their famous slogan is known worldwide.

7. Verizon: “Can you hear me now? Good.”

Verizon has the best product slogan for companies in its market. This cell-phone company has the best coverage of its competitors, so its slogan tells the truth—the Verizon man from their advertising campaigns and commercials never experiences a dropped call. If you’ve ever had Verizon you can attest that their great slogan is also very truthful.

8. State Farm: “Like a good neighbor, State Farm is there.”

Not only is this slogan a jingle, but it also makes a very important comparison. Customers want to trust their insurance, so by saying they are like a good neighbor, State Farm separates itself from other faceless, cold insurance companies. Creating a slogan for companies that sell insurance requires marketing strategies that create a sense of faith in the company. Often times most people don’t have faith in insurance companies.

9. USMC: “The Few. The Proud. The Marines.”

The United States Marine Corps is smaller than the Army and the Navy, but the men and women who serve in this branch are very proud of their jobs. An effective and great slogan, it also relates to the high caliber of the men and women who join and one of the best slogans ever written. This famous slogan is enticing to those who want to join. 

10. KFC: “It’s finger lickin’ good.”

Doesn’t this famous slogan sound appetizing? A slogan for companies that sell fast-food has to be short and sweet. Kentucky Fried Chicken’s advertising slogan makes its food sound very delectable by claiming that customers will lick their fingers after eating it. Is your mouth watering, yet? 

11. Canon EOS: “See what we mean.”

A play on words, “see what we mean,” tells the customer to check out the product to understand what Canon means by the quality of the camera. But, it is a camera. This advertising slogan speaks for itself. This DSLR brand is one of the most popular brands of cameras in America. This isn’t a catchy slogan but it is an effective one. 

12. Wal-Mart: “Save money, live better.”

This product’s famous slogan shows the competition Wal-Mart gives its competitors: its products cost less. By spending less, customers are supposedly living better lives. Short and sweet, this is an example of a very good slogan. This slogan sets the standard for any other slogan for companies that are retail giants. 

13. Nikon: “At the heart of image.”

Nikon, a very popular camera brand makes a bold claim with its slogan by saying that their brand has such quality that it is at “the heart of image”—it should be the center of the camera market. By tugging on the heartstrings of their consumer base they cement this as a good slogan.

14. Disneyland: “The happiest place on Earth.”

Capitalizing on the happiness this park will afford children is a brilliant marketing strategy. Smiles and fun are to be expected from Disneyland, a family-oriented theme park based off one of the most popular family movie brands. Children dream of visiting this theme park, so it isn’t far off for the company to assume it is one of the happiest places on Earth. 

15. Hallmark: “When you care enough to send the very best.”

Some of the best product slogans actually tell the truth about the company’s products. Hallmark is known for its sentimental greeting cards and heartfelt condolence cards. This brand’s famous slogan speaks to its tear-jerking movies and heart-warming products.

16. De Beers: “A diamond is forever.”

This product slogan changed a generation. De Beers makes a bold statement with its original product slogan by saying that a diamond is forever. If it lasts forever (much like custom buttons), the worth of the product is magnified in its customers’ eyes. This slogan made diamond engagement rings the standard – it also influences the slogan for companies that also sell jewelry. Overall, a very effective marketing strategy.

17. Levi’s: “Quality never goes out of style.”

Good brand slogans are instantly recognizable. An old company, Levi’s jeans have been on the market since 1853. Over 150 years later, one can assume that the vast majority of, if not all, Americans own at least one pair of Levi jeans, making this a brilliant product slogan.

18. Nokia: “Connecting people”

Few brand names in the technological market are as recognizable as Nokia. Known for its durability and being a stable phone, Nokia was one of the first cell phone companies in the market. Therefore, its famous slogan speaks the truth: it is known for connecting people. 

19. Sony: “Make believe”

Creating imaginary universes and stories is what made videogames interesting. Sony’s catchy slogan allows customers to jump into a new world and “make believe” while using its products. Placing Sony brand names on a product guarantees instant trust.

20. EA games: “Challenge everything.”

Advertising slogans for gamers have to be catchy. The majority of EA games are competition games: racing games, sports games, battle games. They are a challenge, a competition for each user to come out first and on top. EA company slogans explain the mission of its games.

21. Subway: “Eat fresh.”

This famous slogan is easily recognizable. Subway’s product slogan, “eat fresh,” refers to its ingredients: bread is made fresh every day, vegetables are cut every morning, cookies baked every day, and so on. Customers want fresh food, not frozen and are more willing to eat something they know is fresh. Catchy slogans often benefit the company the most. There is a reason this is considered one of the best slogans out there.

22. Maxwell House Coffee: “Good till the last drop.”

Not a famous advertising slogan, but a good one nonetheless. Coffee companies aren’t known for having catchy slogans, but Maxwell House is! With the amount of coffee that Americans drink, coffee companies want to make sure that customers enjoy the entire cup of joe. Maxwell House Coffee makes that assurance in its slogan.

23. Jared’s: “He went to Jared’s.”

Jared’s places its name in its catchy slogan. This is a very famous advertising slogan. Many of the best product slogans use this technique so that customers will remember not only the famous slogan but also the company that it represents.

24. Kay: “Every kiss begins with Kay.”

Company slogans should explain the mission of the company and this is no exception. A play on words, this jewelry company also positions its name within its slogan. It also claims that if a customer gets a kiss because of a gift, it came from Kay Jewelers. This is the most famous slogan for companies that sell fine jewels.

25. Nintendo 64: “Get N or get out.”

Nintendo has one of the best taglines of all time. Using an already known motto, Nintendo 64 uses a very popular advertising technique for its product slogan, challenging potential customers to buy. The Nintendo 64 was the first gaming system for most Americans, and this famous slogan challenged them to get on board.

26. The National Lottery: “It could be you!”

Directly speaking to its customers, The National Lottery gives hope that each individual customer could potentially be the winner. With a positive and optimistic view, it gains more new and returning customers. Good advertising slogans capitalize on the consumer’s hopes and dreams and who doesn’t dream of winning the lottery? This slogan is on the list of best taglines.

27. Volkswagen: “Think small.”

This original catchy slogan is an ironic play on the idea of thinking big. It was originally meant for Volkswagen Beetles, the well-known small, compact cars. This is a brilliant business slogan.

28. Las Vegas: “What happens in Vegas, stays in Vegas.”

 One of the most well-known advertising slogans, Las Vegas’s gives customers the idea that whatever they do in Vegas is consequence-free—it doesn’t follow them back into their normal daily lives. Las Vegas has a brand slogan, rather than an advertisement for a product. Everyone can think of the stories that come out of Vegas: losing money gambling, drunken marriages, and so forth.

29. Paul Masson: “We will sell no wine before its time.”

Wine gets better with time. Paul Masson’s product slogan promises the best quality of wine by letting it age to get the fullest of tastes before selling it. This is a perfect example of a slogan for companies that sell wine.

30. Capital One: “What’s in your wallet?”

A creative slogan, Capital One puts the ball in the customer’s court, challenging them to sign up for their credit cards by slyly asking if it is in customers’ wallets. At the same time, this brand slogan subtly challenges Capital One’s competitors.

31. Gillette: “The best a man can get.”

 Having a good, close shave is important for men’s grooming. Gillette’s product slogan makes this claim by saying that their razors provide the best shave that a man can get. Slogans and taglines that rhyme are better performers. With that guarantee, who wouldn’t be willing to purchase their brand?

32. Virginia: “Virginia is for lovers.”

This slogan is an all-encompassing phrase for all of the state’s original tourism slogans. Virginia has so many things to offer: beaches, historic sites, theme parks, etc. Rather than having many limiting advertising slogans (Virginia is for history lovers, Virginia is for beach lovers), it welcomes all.

33. Utah: “The greatest snow on Earth.”

Utah is known worldwide for its snowy mountains for skiing, snowboarding, and other winter recreational sports. The 2002 Winter Olympics were even held in Utah, so their slogan’s claim isn’t too far off from the truth. This shows that a business slogan can be applied to any product or even state!

34. M&M’s: “Melts in your mouth, not your hand.”

Advertising slogans often use double entendre. An original slogan, it describes the product perfectly. M&M’s are a chocolate drop in a hard candy shell. Protected by its shell, the chocolate may melt, but won’t run until it is placed in the mouth. M&M’s have one of candies more famous slogans.

35. General Electric: “Imagination at work.”

This catchy slogan actually began as an internal mission and theme to inspire employees to be innovative with technology. It began a rebranding of GE and has since become the company’s product slogan, connecting employees with customers.

36. Arby’s: “We have the meats!”

Arby’s was originally known for its roast beef sandwiches. However, it now sells roast beef, brisket, chicken, turkey, and even fish sandwiches. This new company slogan fits perfectly with its new rebranding of having numerous types of meats. Another slogan for companies that sell fast-food that has a punch.

37. Harley Davidson: “American by birth. Rebel by choice.”

Playing on the stereotype that motorcyclists are rebels, this slogan also makes an homage to being patriotic. American customers buy an American product, but can also be a cultural rebel at the same time. Famous slogans often rely heavily on a consumer’s identity and this one is no exception.

38. 3M: “Innovation.”

Brevity is the soul of advertising slogans, and 3M nailed that concept. 3M began as an abrasives maker. Throughout the years, it has created the infamous sticky note pad and 3M wall hooks. Innovation is a reflection of its mission for discovering new abrasive technology. 

39. IMAX: “Think big.”

Although “think big” has been a popular phrase for decades, it describes IMAX theatres perfectly. With their large, rounded screens, IMAX makes theatre screens bigger. Their slogan is the perfect reflection of their product. It doesn’t fall into the famous slogans category but it fits their product like a glove. The company represents its mission statement perfectly in this slogan.

40. Red Lobster: “Seafood differently.”

Even restaurants can use a play on words. Red Lobster is known for its seafood, but utilizing it in dishes other than just plain seafood. Therefore, it challenges its customers to “see food” in a different way while stating that its main product is seafood. Red Lobster has had many different advertising slogans, and this one ended up being the one that stuck.

41. Trix Cereal: “Silly rabbit, Trix are for kids.”

Some of the best product advertising slogans for food and toy companies relate directly to their intended audience. For Trix Cereal, the fruit-flavored and fruit-shaped cereal, its intended audience is kids, so it states it directly in its slogan, as well as its commercials as the rabbit mascot is always foiled in his attempts at getting a bowl. From the Trix Rabbit to the iconic slogan, this is an example of famous advertising. This company has super recognizable logo design.

42. Wheaties Cereal: “The breakfast of champions.”

This original slogan of Wheaties Cereal pair with another famous advertising technique—celebrity endorsements. Each box of Wheaties has a different pro-athlete or Olympian, trying to tell the customer that since athletes eat this cereal, they should to, in hopes of being like the famous athletes.

43. Sour Patch Kids: “First they’re sour, then they’re sweet.”

A smart technique for advertising slogans is making sure it’s easily useable in a series of advertisements such as commercials and billboards. Sour Patch Kids commercials show the candy being naughty, then sweet, a parallel to how they taste: sour on the outside, sweet on the inside. Their commercials became very famous advertising.

44. Nike: “Just Do It.”

Not only does this famous slogan brand describe just buying the athletic brand, but it also embodies a state of mind. It encourages people to become brave and bold with their athletic apparel. When it comes to famous advertising slogans, this is about as perfect as it gets. The Nike Swoosh is an iconic logo design.

45. California Milk Processor Board: “Got Milk?”

This famous slogan ran for a long time, challenging customers to drink more milk rather than sodas or other unhealthy drinks. Since it was kept simple, it was easy to pair with other advertising techniques, such as celebrity endorsements—each celebrity was shown with a milk mustache, proving they had drunk milk. This is an easily recognizable advertising campaign.

46. Wendy’s: “Where’s the beef?”

Wendy’s original slogan was a direct challenge to its fast-food burger competition, claiming that Wendy’s had more beef in their burgers than other places. Now, the advertising campaign has become a popular saying to use when something is lacking in content, quality, or substance. Advertising slogans should hit hard and leave a lasting impression, like this one that came out in the ‘80s that can still be heard today. A perfect slogan!

47. Rice Krispies: “Snap, Crackle, Pop.”

An ingenious slogan, this three-word phrase not only describes the sound of the cereal after milk hits it, but it also gave life to the three mascots who represented Rice Krispies. There was also a time when it was a jingle, easy to say and remember which helps cultivate brand awareness.

48. Nicorette: “Make quitting suck less.”

This product, which helps customers overcome nicotine addiction, uses empathy to relate to customers. Quitting smoking is hard, and this famous slogan admits it. But, it does so in a positive light, claiming that Nicorette will help to make quitting suck less. Slogans and taglines that play on empathy are often very effective.

49. Deere and Company: “Nothing runs like a Deere.”

Using a popular advertising technique of claiming to be the best in the market, this slogan keeps with the customers. When people think of tractor brands, Deere is one of the most popular to say. This is a perfect slogan for the market. Not an example of very famous advertising slogans, but effective nonetheless.

50. The New York Times: “All the news that’s fit to print.”

As many famous advertising slogans, The New York Times’s slogan has many different meanings behind it. It explains that these newspapers only print real newsworthy stories which are a direct result of their hard hitting brand awareness campaign. But, the NY Times is also one of the largest, thickest papers in the nation, so it’s also a play on words, saying that it tries to fit in all the news. Proving that not only companies with slogans but news organizations with slogans can get ahead.

We hope this list helps you create a slogan for companies of all shapes and products. It will help anyone struggling to nail down their own slogans and taglines. Companies with slogans tend to do better in the market than those without, so get started brainstorming yours today!

Are you looking for inspiration from the best advertising campaigns in marketing history when planning your next ad campaign?

Creating ad campaigns can be challenging – figuring out what will resonate with your audience is not so simple.

Get motivated with our list of the best advertising campaigns ever! We can learn a lot from the success stories of big players in any industry – they’ve been there, and done it to the MAX. 

That’s why we’ve created this list of the best advertising campaigns. We’ve analyzed each campaign to give you insight into what makes them great, and what the end results were for the brand. 

Now, you must be thinking: what makes these campaigns so great?

We’re talking HUGE impact – in some cases improving customer perception or changing industry standards in the process…

These creative ad campaigns achieved massive success by:

• Changing brand perception
• Reinventing marketing approaches
• Going viral
• Increasing brand growth 

You may know some of these campaigns even if you weren’t born when they were released. That’s how much impact they had on people!  

Whilst approaches to advertising campaigns have changed over the years – from single-message mass marketing to personalized individual experiences – the essential elements are still relevant today. 

This list contains only what we consider the best advertising campaigns.

Going all the way back to the 1940s, here’s the list (in no particular order).

1. Old Spice Commercial – The Man Your Man Could Smell Like 

Year: 2010
Media: Television and Internet

This Old Spice commercial is an ad campaign extravaganza that took social media by storm! 

Prior to its this Super Bowl commercial, Old Spice was the brand selling deodorant to your granddad. With market share dwindling, the brand needed a pick-me-up. They decided to make product advertising campaigns that targeted a younger generation.

This Old Spice ad campaign launched in 2010 with an attractive man addressing a female audience. He told them that their man could smell like him if he used Old Spice. 

Why was he addressing women? 

Well, the creatives did their research and found that women purchase almost 70% of all male toiletry products. 

That’s not all.

The Old Spice commercial created two-way communication with consumers online that led to 186 personalized videos on social media. People would write questions to Old Spice and The Old Spice man himself would answer.

That’s one hell of an engagement strategy.

Why is the Old Spice commercial so successful?

The ads attracted younger generations with messaging they respond to – humor and sex. Just like the male model who fronted the campaign, the ads appealed to both young men and women, both the key demographics for Old Spice. 

The simplicity of social sharing created online advocates for the brand that took the campaign viral. This enabled the brand to start a conversation with their audience.

Naturally, this created engagement that was off the charts!

Old Spice commercial: Results

Within 30 days of the campaign launch, Old Spice saw over 40 million views on YouTube and a 107% increase in body wash sales. Old Spice became the leading brand of male body washes and deodorants in the United States.

Procter & Gamble later reported that the campaign generated:

• almost 105 million YouTube views
• a 2700% increase in Twitter followers
• an 800% increase in Facebook fan interaction
• and a 300% increase in traffic to the Old Spice Website

This massive jump in Social Media engagement helped Old Spice crack the market wide open with a single ad campaign.

2. Nike Campaign – Just Do It

Year: 1987
Media: Print, Television, Internet

To appeal to a larger audience, the brand launched its first major Nike campaign in 1987. Their inaugural ad campaign included a series of television commercials targeting women, children, and non-athletes.

The night before the creative agency presented the new Nike campaign, they added the “Just Do It” slogan. The tagline was questioned by creatives, as well as Nike, before being trialled in the campaign.

No one believed the slogan was necessary or that it would even make an impact, much less become synonymous with the brand.

34 years later it’s still part of Nike’s core mission and the reason “Just Do It” is considered one of the best advertising campaigns ever made. 

Why is Nike on the best advertising campaigns list?

The empowering slogan resonated deeply with both athletes and people who had little or no connection to sports.

It represented a step towards inclusivity in sport for Nike – a main theme the campaign had set out to reflect. The slogan was a magical combination: it was universally empowering, short, and relatable.

For many, “Just Do It” was more than just another one of those 80s commercials, it became a mantra to live by.

Nike Campaign: Results

Until the “Just Do It” campaign, Nike’s target audience was a narrow range of male athletes in competitive sports. The campaign aimed to change that, including commercials for products related to walking, cross-training, basketball, and women’s fitness.

Before they launched “Just Do It“, Nike was a niche brand struggling to reach new customers. Following the campaign, Nike became a premiere sports brand. Nike reported an increase in sales of 1000% over the next ten years.

3. Dove’s Awareness Campaigns – Real Beauty

Year: 2004
Media: Television, Print, Experiments

Unilever, the creators of Dove, were one of the first companies to introduce sustainability into their business model. No wonder the company set out to improve the self-esteem of women everywhere with awareness campaigns.

Dove’s Real Beauty awareness campaign was the company’s answer to a study reporting that only 2% of women considered themselves beautiful. 

The campaign covered more than just print ads and TV commercials. Dove experimented, launching ‘Tick-Box’ billboards which brought 1.5 million visitors to the campaign’s website. Their Real Beauty Sketches video was viewed by more than 50 million people in the first 12 days of launch. 

These experiments successfully sparked public conversation and promoted an empowering message for women. 

Why are Dove’s Awareness Campaigns on the best ads list?

The Real Beauty ad campaign was notable for its ability to start a conversation with its target audience. 

This educational initiative went against mainstream beauty standards. Dove featured ‘average women’ in their commercials alongside provocative messages. This established the brand’s position on thought leadership in beauty equality.

Dove’s Awareness Campaigns: Results 

Sales of Dove products jumped from $2.5 to $4 billion in the first ten years of the campaign. Following the campaign, Dove became the number one preferred soap brand in the USA.

Beyond monetary success, the brand created a positive social impact, something very different from other advertising campaigns of the time. This earned Dove invaluable customer loyalty as a result.

4. Absolut Vodka’s Best Advertising Campaign – The Absolut Bottle

Year: 1980
Media: Print

The bottle that became a star. 

This campaign is the longest uninterrupted ad campaign EVER, spanning 25 years, and comprising over 1500 separate ads. 

In 1979 the Swedish vodka manufacturer went international. The company was up against oligarch-like Russian brands that dominated the US vodka market at the time.

Absolut had no branding and a bottle that was understated. They needed to stand out against competing brands with more money and higher brand recognition.

At a time when many brands used Russian sounding names to capitalize on consumer perceptions, Absolut went in a different direction. They advertised themselves as a stylish and contemporary brand of superior quality. 

All 1500 of their advertisements featured Absolut’s distinctive bottle in new and creative ways. These often included elements of the cultural zeitgeist, such as featuring an illustration by Andy Warhol in 1986.

Why does Absolut make the list of Best Advertising Campaigns?

Absolut went out of its way to avoid any comparison with rival brands. Their positioning strategy focused on advertising a product that felt unique and one-of-a-kind. 

Through visual merchandising Absolut promised consumers a whole new experience, by offering something they didn’t know they needed.

The ad campaign successfully combined visual and verbal puns around simple eye-catching imagery. 

Absolut Vodka Best Advertising Campaigns: Results

Absolut had a lowly 2.5% market share in the US when the campaign began. By the time the campaign ended in the mid-2000s, their market share had jumped up to 50%.

During that time, sales drastically increased from 10000 cases in 1980, to 4.5 million in 2000! 

Cheers to that! Absolut found the perfect way to grow sales, reach AND subsequent revenue, all with a single ad campaign.  

5. Levi’s Best Advertising Campaign – Casual Business Wear

Year: 1992
Media: Print

In 1992, Levi’s sent a pamphlet to 25000 HR departments in the US. This pamphlet turned out to be the key to solving the sales slump Levi’s had been experiencing. Increasing competition from low-cost overseas products were hurting their bottom line. 

Levi’s identified a unique business opportunity: a new trend had for wearing casual clothes to work had emerged. However, not everyone was onboard, believing “casual” had been misinterpreted as a green light for inappropriate and unprofessional. 

Levi’s figured the casual wear trend was here to stay. Their marketing team decided to create a guide to casual businesswear. Their pamphlet included guidelines on appropriate “casual business wear,” with Levi’s products featured throughout the guide. An ad campaign in disguise. 

The best commercials don’t always look like commercials. The campaign aimed to solve consumer problems by answering the question “What is business casual?”

The foundation of Levi’s success was education, building a campaign out of instructional material. This motivated HR managers to distribute Levi’s advertising to its target customer in a way that felt authentic and natural.

By creating these guidelines the brand advertised itself as the solution to a growing problem. Levi’s innovative campaign opened up a brand new market for workwear for an entire generation of professionals.

Levi’s Best Advertising Campaigns: Results

When Levi’s began its campaign, only 66% of companies had a dress code. Three years later, that figure had risen to 90%. By 1995, Levis reported a 10% increase in sales from the year before, amounting to $6.2 billion.

The out of the box thinking is what led the campaign to be considered one of the best advertising campaigns made.

6. California Milk Processor Board – Got Milk?

Year: 1993
Media: Television and Print

Imagine pouring your cereal into a bowl, slicing in some fresh fruit, and then… NO milk!

In 1993, a focus group discovered this was a common occurrence. Discovering this, the California Milk Processing Board (CMPB) hired an agency to advertise milk.

Due to the public’s disinterest in milk, the team employed deprivation marketing. Selling the need for an uninteresting product suddenly became an opportunity: they advertised a lack of product.

Using the catchphrase “Got milk?” the CMPB produced humorous television ads reminding people of all the worst-case scenarios if they ran out of milk.

This was followed by an awareness campaign with the now-famous milk moustaches, licensing CMPB’s catchphrase: “Got Milk?”

Why is it a part of the Best Advertising Campaigns?

It’s relatable, short, funny, and your favorite celebrity supports it. 

The campaign began with the now-iconic 90s commercials. The ads were relatable, speaking directly to a common frustration.

The CMPB advertised to their current customers instead of trying to acquire new ones. By selling missing milk, they created a funny, memorable experience that encouraged regular customers to stock up. 

Got Milk? Campaign: Results

After one year, the campaign resulted in a 7% sales increase in California. The campaign ran for 21 years, generating over 70 TV commercials in California alone. Complimentary milk moustache print ads appeared all over the US.

During the advertising campaigns lifetime, an estimated 80% of US consumers came into contact with the campaign at any given day.

7. Anheuser-Busch (Budweiser) – Whassup Beer Advertisement

Year: 1999
Media: Television

If you didn’t know this campaigns iconic catchphrase from their tv ad campaign, you might have seen it in Scary Movie, Friends, or on talk shows. 

This catchphrase is a piece of early 2000’s pop culture. 

The Anheuser-Busch marketing team’s approach to advertising was to predict the next big thing by following new art forms and the underground film scene. Use of language and attitude in emerging art forms were then used to target their audience: mostly men in their 20’s and 30’s.

They approached the creative process behind the beer advertisement by asking the question “would this make it on to late-night talk shows?”

The buzz!

The key element in this campaign was content that created buzz. Anheuser-Busch’s main content writing tip is demonstrated brilliantly by the creative approach they took in writing authentic new content for their audience. The Budweiser ads were just so different from other 90s commercials.

They created conversation starting content that people would adopt in everyday life. The catchphrase was absorbed into pop culture, making it one of the pervasive ad campaigns ever made.

Whassup Beer Advertisement: Results

The campaign helped Anheuser-Busch’s products stay top of mind with consumers. Everyone used the Budweiser catchphrase. The company’s worldwide sales grew by 3% in one year, to 99.2 million barrels sold in 2000.

More than this, Budweiser created a cultural legacy. Something other advertising campaigns could only dream of.

8. McDonald Advertisement – I’m Lovin’ It

Year: 2003
Media: Print and Television

2002 was a challenging year for McDonald’s. The company was facing issues varying from employee satisfaction to stock price decline. The value of their stock had decreased from $40 to under $15. 

Customer perception was growing increasingly negative and McDonald’s was at risk of becoming irrelevant. The company had lost the connection with their audience. 

The brand’s advertising department recognized the need for a change. McDonald’s outdated mass marketing was replaced with something fresh. 

McDonald’s marketing team put customers at the heart of the new campaign. That’s why “I” was used: it let people tell McDonald’s how they felt about the brand. 

“i’m lovin’ it” was born, revitalizing the brand. The change made McDonald’s relevant to a younger audience. 

What makes the McDonald’s advertisement good?

The McDonald’s advertisement marked a change from mass marketing to more personalized marketing. This aligned with trends in how brands communicated with their customers. The catchphrase spoke to the simple pleasures in people’s lives, McDonald’s being one of them. 

By adopting a personalized advertising strategy the brand re-established its connection with consumers, and regained employees and franchisee’s trust in the company’s leadership.

McDonald Advertisement: Results

Three years after the campaign launch, sales had increased and share price had moved from $13 to $45. Reenergizing the brand with the slogan “i’m lovin it” helped keep McDonald’s relevant.

McDonald’s indicated that the campaign achieved 86% awareness in its top 10 markets – that’s basically everyone with a TV!

“I’m lovin’ it” became the slogan for McDonald’s – with many of the themes established in the “I’m lovin’ it” advertising campaigns still used today.

9. Dos Equis Beer Advertisement – The most interesting man

Year: 2006
Media: Television and pre-roll

“I don’t always drink beer, but when I do I prefer Dos Equis”.

This phrase was spoken by the ‘most interesting man in the world‘ in this ad campaign for Dos Equis. The campaign was different from any other beer advertisement because the catchphrase suggests the person selling the beer doesn’t always choose it. 

However, this resonated with occasional beer drinkers – an audience no one was targeting at the time.

This campaign made the brand seem effortlessly cool. The beer commercials were funny without trying too hard, and the use of a suave and sophisticated gentleman only added to the feeling of cool.

Why is it a part of the Best Advertising Campaigns?

This campaign just plain entertaining and funny, even a bit ridiculous. 

People responded to due to the pure entertainment factor. The campaign went viral and became one of the most recognized memes of the moment, trending on social media. 

Using the brand name in the advertisement distinguished the brand. The online buzz that the campaign generated put Dos Equis at the centre. 

Dos Equis Beer Advertisement: Results

At the time imported beer in the US was suffering from declining sales, largely due to competition from US-produced craft beer. After the Dos Equis ad went viral, sales shot up 22%!

Total growth from 2007-2016 was 34.8%. A significant result as mass-market beer continued to feel the heat from craft breweries.

Year: 2011
Media: Print, packaging, social media

Another perfect example of taking mass marketing to a more personalized experience!

In an increasingly crowded market brands are aiming to connect with their audience on a more personal level. The Coca Cola Company created one of the best advertising campaigns ever by combining old-school mass marketing with a modern approach – and a personal twist. This turned out to be a winning approach to reach the teenage demographic.

For a decade prior to this Coca Cola advertisement, the carbonated soft drink category had been facing a volume decline. This was a major concern for Coca Cola as it caused a lack of connection with younger generations.

To younger consumers, Coca Cola was their parents’ drink.

To combat this perception, Coca-Cola created the “Share a Coke” campaign to make a more personal connection with US teenagers.

What makes the Coca Cola Advertisement good?

Two elements differentiated this Coca Cola advertisement from the brand’s previous campaigns.

Coca-Cola first recognized the value of packaging as an important piece of owned media. Secondly, the company engaged teens by entering spaces they used (namely social media) with the hashtag #ShareaCoke. 

Besides generating buzz around the brand, the “Share a Coke” slogan was also a call-to-action for consumers to buy more products. 

Coca Cola advertisement: Results

Coke might have had other successful advertising campaigns in the past, but this one was so impactful as one of Coke’s earliest adoptions of Social Media.

The campaign generated more than 18 million media impressions, and traffic to the Coca Cola Facebook page increased by 870%.

The Coca Cola ad influenced 1.25 million more teens to try Coke than the previous summer. Sales rose by 11% in the US, the most successful market in which the campaign was launched.

11. Red Bull’s best advertising campaign – Red Bull Stratos

Year: 2012
Media: Internet, Live Event, Experiment

Red Bull is known for hosting special events that act as the commercial itself. With strong ties to extreme sports, the brand has established thought leadership on events related to extreme sports.

For the Stratos campaign, the brand aimed to create a global online event that would combine the interest of science, engineering, extreme sports, and fantasy. The total budget for this single campaign was 1/10th of Red Bull’s annual global marketing budget ($330m).

Felix Baumgartner, an extreme skydiver, was the frontman for the event. Red Bull helped him become the first man to break the sound barrier by free-falling from the stratosphere over New Mexico. Felix broke the sound barrier by diving roughly 39km, SETTING one world record, and BREAKING two existing ones.

Stratos set a new benchmark in experiential brand marketing and instantly became one of the best advertising campaigns ever made. 

What made Stratos so clever?

Red Bull had a captivating story – the journey to achieving a record-breaking skydive. They shared this story with their audience throughout the development phase – 2 years prior to the event. This built up social media engagement so that by the time the event occurred, everyone was tuned in.

The content creators made authentic content that would change history. Not everyone has a budget to move mountains, but everyone can create authentic and original content. 

The event wasn’t interrupted by commercials for Red Bull. The event WAS the commercial. Moreover, the event was aligned with the brand’s ideals – giving consumers an energy drink that “gives you wings”.

Red Bull Stratos Campaign: Results

During the event, 8 million people were watching live and Red Bull blew up social media with massive engagement across all the major platforms. Red Bull also recorded an additional 2 million new subscribers across their owned-media channels in 15 days.

As a result sales increased by 7% in just 6 months, creating an added value of $1.6bn for the brand. This was followed by a 13% increase the year after, selling 5.2bn cans of product. In some regions sales even doubled.

More than the recorded sales however, Red Bull made a lasting impression on an entire generation. Everyone remembers where they were when everything stopped to watch a man skydive from space.

12. Sprite’s Best Advertising Campaign – Obey your thirst

Year: 1994
Media: Television and Print

The best commercials are not always about promoting something new. Often it’s about taking a step back and rethinking the perception your product or service has. 

Up until 1992, Sprite was marketed solely as an alternative to Coca Cola. However, this proved unappealing to consumers and Sprite ended up being removed from the shelves.

It was eventually relaunched in 1994, but this time Sprite was rebranded as a mainstream product. Sprite was reintroduced with a strong connection to hip-hop culture and quickly resonated with urban teens and African Americans.

Why is it a part of the Best Advertising Campaigns?

Sprite’s 1994 ad campaign is a major success story in repositioning. 

Sprite appealed to the younger generation by establishing a strong connection with rap and hip-hop culture. This culture was associated ‘real talk’, and the catchphrase played into. “Obey your thirst” reflected that culture of self-expression and encouraged teens to stay true to themselves.

Sprite’s Best Advertising Campaigns: Results

By changing the product’s perception Sprite became the carbonated-beverage category’s fastest-growing brand for five years. In 2000 the drink had tripled in sales and earned its spot as the 6th most popular soft drink.

These impressive results couldn’t be boasted by most 90s commercials, making Obey your thirst one of the best ads the soda industry has ever seen.

13. Always Awareness Campaigns – #likeagirl

Year: 2014
Media: Television, Internet, Experimental

Proctor & Gamble-owned brand Always continually fight for the rights of women and girls all around the world. In 2014, their annual Confidence and Puberty survey reported that only19% of women in the ages 16-24 had a positive association with the expression ‘like a girl’. 

To combat this, Always launched the #LikeAGirl awareness campaigns with the objective of shedding light on the power of words. The ads demonstrated how the negative connotations of the phrase “like a girl” have an impact on girls’ self-confidence. 

The brand set out to support girls during puberty and appeal to women of all ages by breaking a damaging stereotype and reinventing what it means to do something “like a girl”.

The ad was lauded for its empathetic tone and became a Superbowl homerun!

Why was the Always Awareness Campaign so successful?

Until 2014, Always’ campaigns had focused on product performance. However, the brand changed strategies to reinforce relevancy to a younger generation and connect with them on an emotional level.

The campaign was a social experiment demonstrating people’s reactions when asked to “do something like a girl”. Always created content that sparked a conversation. The ad not only became one of the best advertising campaigns for Always, but created a social movement in the process.

The hashtag #likeagirl gave a voice to the audience, amplifying the social message of the campaign. The ad led consumers to positively associate the brand with female empowerment, building awareness and engendering customer loyalty.

Always Awareness Campaign: Results

The brand achieved more than 85m views on YouTube from people in more than 150 countries and the video was shared by more than 1.5 million people around the world. As a result, Always’ brand equity increased significantly.

The campaign also generated a positive social impact. A study of 16-24 year old girls reported a huge change in perceptions of the ‘like a girl’ phrase. Before the campaign 19% of participants viewed the phrase positively, but 76% said they no longer saw the phrase in a negative light after watching the video. 

14. KFC’s Best Advertising Campaign – FCK

Year: 2018
Media: Print

In 2018 KFC turned one of their biggest failures into one of their best ads.

The fast food chain known for its fried chicken, ran out of friend chicken. The incident was caused by a change food delivery specialists. The switch didn’t go as planned and the new supplier struggled to deliver. 

The situation escalated until stores had to close due to lack of resources, including chicken. KFC was the joke of the nation.

After things had settled down the company released a print campaign that advertised an apology. 

Why is it a part of the Best Advertising Campaigns?

The ad campaign stated that KFC took full responsibility for the screw-up, apologising not only to their customers but also their employees. Owning their mistakes and making fun of the situation helped humanize the brand and the people behind it.

Not only that, but the campaign generated an endearing brand persona for KFC. Consumers shared the campaign on social media and it quickly went viral all over the world. People loved the apology more than they hated KFC’s screw-up, and the brand was forgiven practically over-night.

KFC’s Campaign: Results

If most advertising campaigns focus on highlighting the best parts of your product, KFC went against the grain with this one.

By acknowledging their mistake and sprinkling in some humor, the ad helped KFC emerge from the situation without any lasting brand damage whatsoever.

15. Wendy’s Best Advertising Campaigns – Where’s the beef?

Year: 1984
Media: Television

You might know Wendy’s from their hilarious Tweets and social media burns. 

But Wendy’s sassy attitude was part of the brand’s personality long before social media even existed.

In 1984 the company ran a television campaign that advertised the fact that their burgers contained more meat than their competitors, McDonald’s and Burger King. 

The company brought in Joe Sedelmaier, an art director known to cast everyday people in his ads and create humorous content in 80s commercials.

What came out of the collaboration was an iconic television commercial featuring three older women. Two admiring the big bun in front of them, the other asking the important question “Where’s the beef?”, a catchphrase that would later have a tremendous impact on pop culture.

What made Where’s the Beef one of the best commercials ever?

The company took a stab at its competitors’ burgers with an entertaining approach. People remembered the catchphrase and associated it with Wendy’s because the phrase was short and simple, funny, and exaggerated the truth. 

The topical phrase went on to spark conversation. The slogan proved extremely pervasive, making appearances all over the media, and even in the 1984 US presidential election. Generating this kind of earned media in the pre-internet age was invaluable, and unheard of. A huge win for Wendy’s.

Wendy’s Best Advertising Campaigns: Results

Wendy’s has always been known for coming up with novel and successful ads, but Where’s the beef? has to be one of their best ads.

The campaign paid off for Wendy’s, generating 10% more sales in the US in 1984 than they did the year before. Worldwide sales also shot up to $945 million, a whopping 31% jump. This cemented Wendy’s place as the third-largest burger chain in the world. 

16. Gregg’s Best Advertising Campaign – The wait is over

Year: 2019
Media: Internet

The vegan sausage roll that became an internet sensation. 

Greggs, the down-to-earth bakery chain, responded to their customers demands for a vegan sausage roll. 

The launch of the vegan sausage roll was backed by the company’s killer social media campaign. 

On January 3rd, 2019 the bakery released a slick video ad similar to those that promote the newest iPhone. The video caption read “The wait is over”, advertising the much anticipated launch.

This pompous, self-absorbed campaign was designed to be satire. Coming from a low key bakery like Gregg’s, people found it hilarious. The campaign paid off, capturing everybody’s attention, including political commentators.

What makes it one of the best advertising campaigns?

By adopting a style from the tech industry, the brand differentiated itself from other baked goods retailers. The tone of voice perfectly conveyed the brand personality, giving consumers a new image of what they could expect from Gregg’s. 

Consumers got involved via social media and the vegan sausage roll quickly gained a huge online fanfare. 

Greggs Best Advertising Campaign: Results

The best ads always come from the simplest ideas. Gregg’s simply released the product and let consumers do the advertising themselves.

The publicity surrounding the vegan sausage roll boosted the number of customers in Gregg’s bakeries, making it hard to keep up with demand. Sales grew by 10% and Greggs reported annual profits significantly higher than expected.

17. WestJet – Christmas Miracle Campaign

Year: 2013
Media: Internet

Until 2013, whenever somebody mentioned Christmas you probably start singing Jingle Bells. Lately, it’s more likely you will start thinking of WestJet Airline!

One of the preferred Canadian airlines, WestJet has become a symbol of Christmas festivities, and rightly so!

In 2013, just a day before Christmas, WestJet launched a campaign in Toronto and Hamilton that is remembered to this day.

What was so special about this campaign is that they used a virtual Santa Clause to chat with passengers at the airport. He asked them what they wanted for Christmas.

Then, whilst the passengers were aboard their flight, the WestJet crew listed all the items and bought the gifts. Then, when the plane landed, WestJet released the gifts at the baggage claim to the surprise of all the passengers!

This fantastic and unique campaign turned viral and helped WestJet achieve huge recognition and popularity, forever relating it to the holiday festivities and traditions.

What makes WestJet one of the best advertising campaigns ever?

Every campaign’s goal is to trigger viewers’ emotions and leave a long-lasting impression. And in the case of a charitable-giving campaign like this one, to associate the brand with altruism and goodwill.

WestJet undoubtedly succeeded in that. WestJet managed to brand their product by engaging their clients, catching the sentimentality of the season, and putting them in the ultimate Christmas-spirit mood.

In return, their customers shared WestJet’s ad on social media, throwing the airline into the international spotlight.

WestJet’s Christmas Miracle Campaign: Results

WestJet proved that, with some investment, you can achieve astonishing results.

Their Christmas Miracle campaign led to an astonishing 86% increase in sales, and their advertisement became one of the most-watched on YouTube in 2013.

WestJet succeeded in raising their brand awareness and customer loyalty not only in Canada but internationally.

18. Mercedes-Benz – The Invisible Car Campaign

Year: 2012
Media: Internet, Television

Has Mercedes invented Harry Potter’s invisibility cloak? Not quite, though they did a marvellous job replicating the idea.

To promote their newest car and one of the first run on hydrogen fuel, Mercedes created an “invisible” car to communicate the idea that their car is invisible to the environment. This campaign was a clever way of sharing that the car had zero emissions and was eco-friendly.

Mercedes covered the car in LEDs and tiny cameras. The LEDs displayed the images captured by the cameras on the opposite side of the car, just like the Aston Martin Vanquish in the James Bond movie: Die Another Day!

This was another example of ‘Sci-fi’ themes becoming a reality, and people LOVED IT!

What was so revolutionary about the Mercedes-Benz campaign?

Well, the fact that they managed to make an actual, not just for-the-movies ‘invisible’ car is revolutionary by default. But the James Bond tie-in really sparked 007’s fans’ imagination.

What Mercedes did related their brand to a pop-culture hero known for his sleek and suave demeanour, who also loves cars! The outcome – everybody who purchased the car can become a hero themselves, as well as environmental protectors!

This was a fantastic branding strategy that also rose awareness of the issues going beyond the brand itself. Mercedes showed that their brand has a higher purpose that people can contribute to by purchasing their product.

The Invisible Car Campaign: Result

The strategy Mercedes-Benz used for this marketing campaign was to promote a product that was not even on the market yet! The F-CELL car was first released in late 2019, seven years after the ad came out!

So, what was the intention of their advertisement? Mercedes succeeded in creating a long-lasting buzz and made people talking about their brand and anticipating the launch of the world’s first electric car.

19. Pepsi Commercial – We Will Rock You

Year: 2004
Media: Internet, Television

Pepsi is well-known for their creative and unique commercials, often with a world-famous cast. The Pepsi Super Bowl Commercial is always hotly anticipated and typically viewed by an audience of millions.

Pepsi’s 2004 commercial, starring Beyoncé, Britney Spears, Pink, and Enrique Iglesias, is probably the most famous and well-remembered one.

Set in ancient Rome, three female gladiators are ready to fight a Roman Emperor (Enrique in this case). He is evidently unaware of what will happen to him since he is casually drinking his cold Pepsi soda.

The three ladies enter the arena and to everybody’s surprise, drop their weapons and start singing a powerful rendition of Queen’s We Will Rock You.

The Emperor gets eaten by the lions, while Beyoncé, Britney, and Pink drink a cool and refreshing Pepsi.

This expensive yet eye-catching and one-of-a-kind commercial has been a hit in 2004 and is still regarded as the best Pepsi commercial ever made.

What makes Pepsi’s best advertising campaign?

The fact that the biggest four stars of the 2000s starred together in this commercial is enough to make it legendary.

This combined with the hype around The Gladiator movie and the iconic We Will Rock You – a song every living person knows. Pepsi created ultimate commercial perfection that would appeal to both men and women, different generations, and would successfully air around the globe.

If you are looking for a recipe for success, Pepsi is a master chef you’ve been searching for!

Pepsi Commercial: Results

Upon release, Pepsi commercial was aired in more than 170 countries and the video today has over 39 million views on YouTube.

During a one-year-long campaign, Pepsi cemented its place as one of the top soda companies and in 2004 released different flavors of its popular drink.

20. DirectTV – Don’t Wake Up in a Roadside Ditch Campaign

Year: 2012
Media: Internet, Television

Humorous content is everybody’s go-to content when they need to relax and laugh. What a better way to gain an audiences’ attention than creating a witty and creative commercial you know people will enjoy watching! This type of content always leaves an enduring impression on viewers.

DirectTV accomplished just that! In their commercial, they metaphorically presented all the possible situations people can get involved in if they don’t replace their cable TV with DirectTV.

From getting yourself hit with a ball to getting into a fight and finally waking up in a ditch – DirectTV went used humour and exaggeration to show their potential customers how disastrous it can be if they don’t switch to DirectTV.

The viewers loved the commercial, and it soon turned into a hit in the US!

Why is DirectTV on the Best Advertising Campaigns list?

DirectTV used a clever marketing strategy to build trust with viewers. Through humor they managed to attract a substantial number of new customers.

They branded their product as a problem-solver on the market and, through metaphor, convinced their customers their product is worth their investment.

DirectTV Campaign: Results

The Don’t Wake Up in a Roadside Ditch campaign was a genius move by DirectTV, which helped them achieve above 96% organic traffic. As a result, DirectTV became one of the preferred TV providers in the US.

Thanks to the campaign, their website has also been visited from more than 250 countries.

21. Bud Light – Axe Commercial

Year: 2007
Media: Internet, Television

The Super Bowl is the period when you see the most innovative commercials. Brands compete over who will create the best advertising campaign and gain new customers.

It is a perfect time for companies to raise their brand awareness – millions of people are following the Super Bowl every year! Bud Light is among many who created brilliant campaigns for their products during this time.

In their whimsical commercial, Bud Light shows a couple driving in a car and stopping to take in a hitchhiker. The girl, evidently scared of the stranger (who is holding an axe by the way), tries to deter her boyfriend from taking him in. The boyfriend, however, is hypnotized by the six-pack Bud Light in the hitchhiker’s hands.

They give the stranger a ride, and then another hitchhiker shows up holding a chainsaw and another pack of Bud Light. Even the first hitchhiker comments: “Yeah, but he has a chainsaw.”

Bud Light’s campaign used an unusual and hilarious way to show how appreciated their product is. Not even a fear of death could deter you from drinking their refreshing beer!

Through their campaign, Bud Light managed to put their product above everything else.

The strategy they used is great for challenging the viewers to purchase the product and see what the buzz is all about. And we all know that selling the product is the end goal of every company!

Bud Light Axe Commercial: Results

The 2007 Super Bowl was watched by almost 100 million viewers and Bud Light’s commercial received extremely high viewership.

The increased brand recognition led Bud Light to becoming the number ONE beer in the US in the years to come.

22. Chipotle – Back to the Start Campaign

Year: 2012
Media: Television, Internet

In 2012, Chipotle came up with a marvelous campaign to promote their food production philosophy.

In their two-minute-long animated video, they showed a farmer slowly turning his farm into a mass-production company and switching from a rural area to a grey and polluted city.

The farmer realizes that the only way to lead a healthy life is through sustainable farming and consequently goes back to traditional farming.

Coldplay’s song The Scientist plays in the background, a country cover performed by Willie Nelson.

The animation video aired during the Grammy Awards and viewers were encouraged to purchase the theme song for $0.60 as a donation to the Chipotle Cultivate Foundation.

What made Chipotle’s Campaign so popular?

Chipotle used an appealing way of raising awareness of the disadvantages of mass food production.

What’s more, they showed their audience that they are concerned about customers health and well-being and are doing everything to provide them with healthy and organic produce.

This promotional campaign was a fantastic strategy for raising brand awareness and encouraging viewers to become customers.

Chipotle Back to the Start Campaign: Results

Their emphasis on sustainably grown ingredients brought Chipotle $2.3 billion in sales in 2012.

Moreover, with more than 300 million viewers, their video stirred a lot of conversation regarding organic food production.

Chipotle received worldwide recognition for their contribution to organic farming and sustainable food production and claimed over 80 awards.

23. BMW – The Hire Campaign

Year: 2001
Media: Internet, Television, Audio Books

In 2001, BMW came up with the revolutionary and never-before-seen idea of creating a mini-series of short movies in which they promoted their cars.

The series consists of three seasons, nine episodes, and an hour-long movie. Among the many famous names that starred in the movies you can find Madonna, Clive Owen, Adriana Lima, Mickey Rourke, and many others.

The first episode, The Ambush, shows a Driver (Clive Owen) driving in a BMW 740i. He is confronted by several armed men who are looking for stolen diamonds. The Driver decides to help the thief escape and a car chase ensues.

Of course, driving a BMW, the Driver easily gets away.

BMW was the first company to ever release this type of advertising campaign and, for that reason, the campaign is still regarded as a basis and a benchmark for content marketing.

Why is BMW’s campaign on the best ads list?

Not only did BMW manage to promote their brand and cars through this campaign, but they did it by hiring the most renowned names in Hollywood.

What’s more, they were the pioneers of branding their product using this content strategy. BMW used innovation, with which they successfully reached their target audience and set a standard for many more car campaigns to come.

BMW – The Hire Campaign: Results

Besides the many awards BMW received for their unique and creative short movies (Cannes International Advertising Festival included), The Hire was seen more than 45 million times by 2003! Today it has more than 100 million views.

Between 2001 and 2002, BMW’s sales rose 17.2% which put BMW in first place as the most popular car company in the world, followed by Mercedes and Lexus.

24. Twix – It’s Time to DeSide Campaign

Year: 2012
Media: Internet, Television, Print, Outdoor Communication

Which team are you on Left Twix or Right Twix? We have probably all seen this hilarious and memorable commercial and tried to DeSide which Twix bar we preferred.

Twix came up with an imaginative way to promote their product by using people’s natural desire to pick sides. In this ad, Twix shows two manufacturers fighting over whose side of the same Twix bar is better.

The idea the company had was to create a rivalry between the Left and Right Twix and put the brand in the center of the feud. The first ad was followed by others of the same kind and stirred up a lot of discussion.

Twix even created packaging for the left and right bar, so consumers could choose their preferred one. Truly a genius way of branding your product and targeting the right audience.

What made the Twix Campaign one of the best advertising campaigns ever?

Twix wittingly succeeded in reaching their target audience through humorous and playful content. Moreover, through their commercial, they created a buzz about their brand.

Today, the campaign has moved to social media where you can still come across #LeftTwix and #RightTwix hashtags. Bearing in mind that the campaign started almost 10 years ago, this is a sure sign they did an amazing job in advertising their product.

Twix – It’s Time to DeSide Campaign: Results

Twix remains one of the most popular chocolate bars in the world. Whether we are Right Twix or Left Twix fans, the bottom line is we enjoy both sides equally. Twix is tasty, affordable, and easy to find.

The It’s Time to DeSide Campaign helped Twix in creating a new and stronger brand identity by using different channels: YouTube, Facebook, Instagram, etc.

Subsequently, Twix has created multiple versions of their product: single packs, minis, and a box of six bars, thanks to which consumers can choose the perfect one to satisfy their sweet tooth!

25. De Beers – A Diamond is Forever

Year: 1940s
Media: Print, Television

We couldn’t leave this gem (lame pun intended) off the list. Even old commercials like De Beers can have a lasting affect on consumer behavior.

Have you ever wondered why you need a diamond ring to get married? Because an ad campaign said so! The jewellery cartel De Beers is responsible for our perception that a diamond ring is a necessary luxury.

The Great Depression was a challenging period for many companies, including De Beers. That is, until they came up with the idea to connect their product (a diamond ring), with a common life event (engagement). 

Through successful marketing campaigns, this idea became embedded in Western Culture. The creativity and thought leadership this demonstrated is what makes this campaign one of the best advertising campaigns ever made.

Why was it so impactful?

The company used traditional marketing to promote the idea that a diamond ring is a life-long investment, just like marriage. By connecting the two, De Beers created what later became a cultural norm. A proposal with a diamond ring. 

De Beers Campaign: Results

At the beginning of World War II, only 10% of engagement rings contained diamonds. By the end of the 20th century, this had reached 80%.

Not only did the advertising campaign increase the number of diamond rings sold, but also the amount spent on a ring. Most old commercials were not so ambitious. De Beers told customers that the appropriate amount to spend on an engagement ring was two months salary. One print ad contained the caption “Two months’ salary showed the future Mrs Smith what the future would be like.” 

Genius right?

What can you learn from these ads?

What these ad campaigns have in common is their ability to create an emotional response. Whether that be through humor, conversations around social impact, or questioning the status quo, creating authentic ads that resonate with your audience will always be reactive.

In some of these campaigns, products have been entirely rebranded. This was not achieved by changing the look or content of the product but by rethinking consumers’ perceptions, and establishing a new attitude in people’s minds. 

If your brand doesn’t have a strong brand image don’t be afraid to play around with it and include humor. Your audience may just take care of the rest.

The key element that has changed through the years is the move to more personalized experiences. Adding a personal twist to a campaign has sparked many social media sensations by connecting with the audience and bringing them closer to the brand.

Lastly, it doesn’t hurt to have loads of cash in your pockets and resources to span 7 years of research like Red Bull – but we can’t have it all.

Keep it simple, stupid.

We don’t mean to offend you — this is just an example of a great slogan that also bears the truth of the power of succinctness in advertising. It’s incredibly difficult to be succinct, and it’s especially difficult to express a complex emotional concept in just a couple of words — which is exactly what slogans and taglines do.

That’s why we have a lot of respect for the brands that have done it right. These are the companies that have figured out how to convey their value propositions to their buyer personas in just one, short sentence — and a quippy one, at that.

So if you’re looking to get a little slogan inspiration of your own, take a look at some of our favorite company slogans and taglines from both past and present. But before we get into specific examples, let’s quickly go over what a slogan is, how it differs from a tagline, and what makes these branded one-liners stand out.

What Is a Slogan?

In business, a slogan is «a catchphrase or small group of words that are combined in a special way to identify a product or company,» according to Entrepreneur.com’s small business encyclopedia.

In many ways, they’re like mini-mission statements.

Companies have slogans for the same reason they have logos: advertising. While logos are visual representations of a brand, slogans are audible representations of a brand. Both formats grab consumers’ attention more readily than a company’s name or product might. Plus, they’re simpler to understand and remember.

The goal? To leave a key brand message in consumers’ minds so that, if they remember nothing else from an advertisement, they’ll remember the slogan.

What Makes a Great Slogan?

According to HowStuffWorks, a great slogan has most, or all, of the following characteristics:

1. It’s memorable.

Is the slogan quickly recognizable? Will people only have to spend a second or two thinking about it? A brief but strong few words can go a long way in advertisements, videos, posters, business cards, swag, and other places.

2. It includes a key benefit.

Ever heard the marketing advice, «Sell the sizzle, not the steak»? It means sell the benefits, not the features — which applies perfectly to slogans. A great slogan makes a company or product’s benefits clear to the audience.

3. It differentiates the brand.

Does your light beer have the fullest flavor? Or maybe the fewest calories? What is it about your product or brand that sets it apart from competitors? (Check out our essential branding guide here.)

4. It imparts positive feelings about the brand.

The best taglines use words that are upbeat. For example, Reese’s Peanut Butter Cups’ slogan, «Two great tastes that taste great together,» gives the audience good feelings about Reese’s, whereas a slogan like Lea & Perrins’, «Steak sauce only a cow could hate,» uses negative words. We could argue that the former leaves a better impression on the audience.

Slogan vs. Tagline

Although both «slogan» and «tagline» tend to be used interchangeably, they actually serve two different purposes.

As we mentioned in Entrepreneur.com’s definition above, a slogan identifies a product or company. So does a tagline, for that matter. Where these terms differ is in how they position a company in its industry.

• A slogan encompasses a company’s mission, what it stands for, and even how it’s helping customers in the individual campaigns the company might run. Slogans can therefore be longer than taglines, as you’ll see in the list below.
• A tagline is a catchy quip that evokes an image of your brand in the minds of your customers. Taglines enable people to make lighthearted associations with your business: «When I see [tagline], I think [company].»

Featured Resource: 60 Slogan Writing Tips & Examples

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Taglines are more often next to the company’s logo on official advertisements and are dedicated more specifically to brand awareness than slogans. Slogans carry a brand’s values and promises as the company grows and evolves, and can be promoted under an overarching company tagline.

Your organization doesn’t have to develop both a slogan and a tagline — it might succeed with just a solid, recognizable tagline. But as you develop new products and identify new types of customers, you might find your brand launching a campaign that is primed for its own slogan.

Now that we’ve covered what a slogan is and what makes one great, here are examples of some of the best brand slogans of all time.

When you want a brand slogan you want to make sure they are memorable and that they bring your brand to life. The right slogan will have key words that encapsulate what your brand is so that consumers will always have it in the back of their heads. Below we have listed some business slogans that range from fast food, cars, essential items, pet essentials, etc. to show that a good slogan encapsulates being concise, catchy, and classic.

1. VRBO: Where Families Travel Better Together

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Vacation rental company VRBO has successfully carved out a family-friendly niche within the hospitality sector. Their slogan and corresponding tagline ‘Travel Better Together’ work to drive their mission: to find every family a space to relax, reconnect and enjoy their time together.

VRBO’s tagline is not only catchy, but its focus on families sets them apart from the competition in the vacation rental space.

2. Dollar Shave Club: «Shave Time. Shave Money.»

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The folks at Dollar Shave Club have made their way onto quite a few of our lists here on the blog, and it’s safe to say that when it comes to marketing and advertising, this brand’s team knows what it’s doing. And its slogan — «Shave Time. Shave Money.» — is an excellent reflection of their expertise.

This little quip cleverly incorporates two of the service’s benefits: cost and convenience. It’s punny, to the point, and it perfectly represents the overall tone of the brand.

3. MasterCard: «There are some things money can’t buy. For everything else, there’s MasterCard.»

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MasterCard’s two-sentence slogan was created in 1997 as a part of an award-winning advertising campaign that ran in 98 countries and 46 languages. The very first iteration of the campaign was a TV commercial that aired in 1997: «A dad takes his son to a baseball game and pays for a hot dog and a drink, but the conversation between the two is priceless,» wrote Avi Dan for Forbes.

«In a sense, ‘Priceless’ became a viral, social campaign years before there was a social media,» Dan explained. Today, «Priceless» is widely considered MasterCard’s tagline — borne out of the longer mission-focused slogan stated above.

One key to this campaign’s success? Each commercial elicits an emotional response from the audience. That first TV commercial might remind you of sports games you went to with your dad, for example. Each advertisement attempted to trigger a different memory or feeling. «You have to create a cultural phenomenon and then constantly nurture it to keep it fresh,» MasterCard CMO Raja Rajamannar told Dan. And nostalgia marketing like that can be a powerful tool.

4. M&M: «Melts in Your Mouth, Not in Your Hands»

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Here’s one brand that didn’t need much time before realizing its core value proposition. At the end of the day, chocolate is chocolate. How can one piece of chocolate truly stand out from another? By bringing in the convenience factor, of course.

This particular example highlights the importance of finding something that makes your brand different from the others — in this case, the hard shell that keeps chocolate from melting all over you.

5. De Beers: «A Diamond is Forever»

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Diamonds aren’t worth much inherently. In fact, a diamond is worth at least 50% less than you paid for it the moment you left the jewelry store. So how did they become the symbol of wealth, power, and romance they are in America today? It was all because of a brilliant, multifaceted marketing strategy designed and executed by ad agency N.W. Ayer in the early 1900s for their client, De Beers.

The four, iconic words «A Diamond is Forever» have appeared in every single De Beers advertisement since 1948, and AdAge named it the best slogan of the century in 1999. It perfectly captures the sentiment De Beers was going for: that a diamond, like your relationship, is eternal. It also helped discourage people from ever reselling their diamonds. (Mass reselling would disrupt the market and reveal the alarmingly low intrinsic value of the stones themselves.) Brilliant.

6. Meow Mix: «Tastes So Good, Cats Ask for It by Name»

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Meow meow meow meow … who remembers this catchy tune sung by cats, for cats, in Meow Mix’s television commercials? The brand released a simple but telling slogan: «Tastes So Good, Cats Ask For It By Name.»

This slogan plays off the fact that every time a cat meows, s/he is actually asking for Meow Mix. It was not only clever, but it also successfully planted Meow Mix as a standout brand in a cluttered market.

7. The U.S. Marine Corps: «Semper Fi»

Semper Fi, short for «Semper Fidelis,» is Latin for «always faithful» or «always loyal.» The saying has long been the official motto of the U.S. Marine Corps and is used to represent them in public appearances and the Marines’ official seal.

What makes «Semper Fi» a great slogan for the Marines? It reveals the Marines’ defining characteristics in the armed forces — faithfulness and loyalty. It’s also a memorable proverb that explains why this organization can be counted on by the public.

8. Allstate: «You’re in Good Hands With Allstate»

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If there’s one thing people want from an insurance company, it’s reliability. Who wouldn’t be put at ease after hearing «You’re in good hands wiht Allstate?” It’s worked so well the slogan has been in service for nearly six decades.

Davis Ellis came up with slogan in 1950 after his daughter had a health scare. Remembering how being told «JoAnn (his daughter) is in good hands with Dr. Keyser» relieved his anxiety, Ellis was inspired to use the phrase in an ad campaign. Variations of this phrase have been used in the company slogan ever since.

9. Ronseal: «It Does Exactly What It Says on the Tin.»

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Ronseal is a wood stain and dye manufacturer from the United Kingdom, and its 20-year-old slogan is perfect for the humble message the company is known for.

Ronseal’s slogan doesn’t go above and beyond. It doesn’t make lofty promises to its customers. It simply endorses a functional product. So why is this slogan so catchy? Because its lack of volume actually speaks volumes to its audience. Too many companies try to break through the noise of their competitors by being so loud and ambitious, they forget what they stood for in the first place. Ronseal saw true value in basic reliability and founded a slogan that allowed the company to stay right where its customers like it.

10. The Mosaic Company: «We Help the World Grow the Food It Needs»

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The Mosaic Company’s slogan also happens to be its mission statement, which guarantees that this fertilizer maker’s brand strategy aligns with the company’s main interests.

Something all slogans should strive to do is look past the needs of the company, or even its users, and describe how the product or service helps the community. In this way, «We Help the World Grow the Food It Needs» is a heavy slogan that expresses not just what The Mosaic Company wants for its customers, but also what it wants for the public.

11. Pitney Bowes: «We Power Transactions That Drive Commerce»

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Pitney Bowes, the mailing and shipping software provider, has a slogan that follows a similar theme as The Mosaic Company in the section above: It’s focused not on the end user, but on the industry.

Pitney Bowes’ slogan shows us that its products don’t just help businesses track and deliver merchandise — it makes the entire ecommerce community more efficient. It’s a good strategy, considering the alternative. How lame would the company’s slogan be if it were «We Power Transactions That Serve Our Clients’ Bottom Line»?

When creating your brand tagline you want to have a tagline that explains the essence of the value you provide to your customer using one to two sentences. A tagline is a great way to understand what your business does for your customers. The right tagline will be concise yet brings out the essence of what the business is. Below we have listed some business taglines that encapsulate being concise while telling the value of the business.

12. Target: «Expect More. Pay Less.»

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Target has been using its tagline since 1994 and the brand has developed a dedicated following ever since. Its stores and branding makes people feel like it’s cut above the competition.

This tagline embodies the experience of shopping at Target. From home goods to toiletries to clothing — it all can be found at Target and for a great price without feeling like low budget store.

13. Verizon: “5G Built Right”

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Here’s another brand that took its time coming up with something that truly resonated with its audience. Verizon’s previous slogan “Can you hear me now” was created in 2002 under the umbrella of the tagline, «We never stop working for you.» Now with Verizon has switched things up with «5G Built Right» to mark themselves as the first to launch a 5G network .

While Verizon was founded in 1983, it continued to battle against various phone companies like AT&T and T-Mobile, still two of its strongest competitors. But what makes Verizon stand out? No matter where you are, you have service. You may not have the greatest texting options, or the best cell phone options, but you will always have service.

14. Nike: «Just Do It»

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Now, for the more well-known Nike message. «Just Do It» hovers over every product and event Nike creates or sponsors, and that’s exactly what makes it the company’s official tagline.

It didn’t take long for Nike’s message to resonate. The brand became more than just athletic apparel — it began to embody a state of mind. It encourages you to think that you don’t have to be an athlete to be in shape or tackle an obstacle. If you want to do it, just do it. That’s all it takes.

But it’s unlikely Kennedy + Weiden, the agency behind this tagline, knew from the start that Nike would brand itself in this way. In fact, Nike’s product used to cater almost exclusively to marathon runners, which are among the most hardcore athletes out there. The «Just Do It» campaign widened the funnel, and it’s proof positive that some brands need to take their time coming up with a tagline that reflects their message and resonates with their target audience

15. Apple: «Think Different.»

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This tagline was first released in the Apple commercial called «Here’s to the Crazy Ones, Think Different» — a tribute to all the time-honored visionaries who challenged the status quo and changed the world. The phrase itself is a bold nod to IBM’s campaign «Think IBM,» which was used at the time to advertise its ThinkPad.

Soon after, the tagline «Think Different» accompanied Apple advertisements all over the place, even though Apple hadn’t released any significant new products at the time. All of a sudden, people began to realize that Apple wasn’t just any old computer; it was so powerful and so simple to use that it made the average computer user feel innovative and tech-savvy.

According to Forbes, Apple’s stock price tripled within a year of the commercial’s release. Although the tagline has been since retired, many Apple users still feel a sense of entitlement for being among those who «think different.»

16. L’Oréal: «Because You’re Worth It»

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Who doesn’t want to feel like they’re worth it? The folks at L’Oréal worked with the theory that women wear makeup in order to make themselves appear «beautiful» so they feel desirable, wanted, and worth it. The tagline isn’t about the product — it’s about the image the product can get you. This message allowed L’Oréal to push its brand further than just utility so as to give the entire concept of makeup a much more powerful message.

17. California Milk Processor Board: «Got Milk?»

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While most people are familiar with the «Got Milk?» campaign, not everyone remembers that it was launched by the California Milk Processor Board (CMPB). What’s interesting about this campaign is that it was initially launched to combat the rapid increase in fast food and soft beverages: The CMPB wanted people to revert to milk as their drink of choice in order to sustain a healthier life. The campaign was meant to bring some life to a «boring» product, ad executives told TIME Magazine.

The simple words «Got Milk?» scribbled above celebrities, animals, and children with milk mustaches, which ran from 2003 until 2014 — making this campaign one of the longest-lasting ever. The CMPB wasn’t determined to make its brand known with this one — it was determined to infiltrate the idea of drinking milk across the nation. And these two simple words sure as heck did.

18. BMW: «Sheer Driving Pleasure»

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BMW sells cars all over the world, but in North America, it was known for a long time by its tagline, «The Ultimate Driving Machine.» This phrase was created in the 1970s by a relatively unknown ad agency named Ammirati & Puris and was, according to BMW’s blog, directed at Baby Boomers who were «out of college, making money and ready to spend their hard-earned dollars. What better way to reflect your success than on a premium automobile?»

The newer tagline, «Sheer Driving Pleasure,» is intended to reinforce the message that its cars’ biggest selling point is that they are performance vehicles that are thrilling to drive. That message is an emotional one and one that consumers can buy into to pay the high price point.

19. Tesco: «Every Little Helps»

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«Every little helps» is the kind of catchy tagline that can make sense in many different contexts — and it’s flexible enough to fit in with any one of Tesco’s messages. It can refer to value, quality, service, and even environmental responsibility — which the company practices by addressing the impacts of their operations and supply chain.

It’s also, as Naresh Ramchandani wrote for The Guardian, «perhaps the most ingeniously modest» slogan or tagline ever written. Tesco markets itself as a brand for the people, and a flexible, modest far-reaching slogan like this one reflects that beautifully.

20. Bounty: «The Quicker Picker Upper»

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Bounty paper towels, made by Procter & Gamble, has used its catchy tagline «The Quicker Picker Upper» for almost 50 years now. If it sounds like one of those sing-songy play on words you learned as a kid, that’s because it is one: The tagline uses what’s called consonance — a poetic device characterized by the repetition of the same consonant two or more times in short succession (think: «pitter patter»).

Over the years, Bounty has moved away from this tagline in full, replacing «Quicker» with other adjectives, depending on the brand’s current marketing campaign — like «The Quilted Picker Upper» and «The Clean Picker Upper.» Although the brand is branching out into other campaigns, they’ve kept the theme of their original, catchy tagline.

21. Lay’s: «Betcha Can’t Eat Just One.»

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Seriously, who here has ever had just one chip? While this tagline might stand true for other snack companies, Lay’s was clever to pick up on it straight away. The company tapped into our truly human incapability to ignore crispy, salty goodness when it’s staring us in the face. Carbs, what a tangled web you weave.

But seriously, notice how the emphasis isn’t on the taste of the product. There are plenty of other delicious chips out there. But what Lay’s was able to bring forth with its tagline is that totally human, uncontrollable nature of snacking until the cows come home.

22. Audi: «Vorsprung durch technik» («Advancement Through Technology»)

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«Vorsprung durch technik» has been Audi’s main German tagline everywhere in the world since 1971 (except for the United States, where the slogan is «Truth in Engineering»). While the phrase has been translated in several ways, the online dictionary LEO translates «Vorsprung» as «advance» or «lead» as in «distance, amount by which someone is ahead in a competition.» Audi roughly translates it as: «Advancement through technology.»

The first-generation Audio 80 (B1 series) was launched a year after the tagline in 1972, and the new car was a brilliant reflection of that tagline with many impressive new technical features. It was throughout the 1970s that the Audi brand established itself as an innovative car manufacturer, such as with the five-cylinder engine (1976), turbocharging (1979), and the quattro four-wheel drive (1980). This is still reflective of the Audi brand today.

23. Dunkin’: «America Runs on Dunkin»

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In April 2006, Dunkin’ Donuts launched the most significant repositioning effort in the company’s history by unveiling a brand new, multi-million dollar advertising campaign under the tagline «America Runs on Dunkin.» The campaign revolves around Dunkin’ Donuts coffee keeping busy Americans fueled while they are on the go.

«The new campaign is a fun and often quirky celebration of life, showing Americans embracing their work, their play and everything in between — accompanied every step of the way by Dunkin’ Donuts,» read the official press release from the campaign’s official launch.

Ten years later, what the folks at Dunkin Donuts’ realized they were missing was their celebration of and honoring their actual customers. That’s why, in 2016, they launched the «Keep On» campaign, which they call their modern interpretation of the ten-year tagline.

«It’s the idea that we’re your partner in crime, or we’re like your wingman, your buddy in your daily struggle and we give you the positive energy through both food and beverage but also emotionally, we believe in you and we believe in the consumer,» said Chris D’Amico, SVP and Group Creative Director at Hill Holiday.

Fun fact: Dunkin’ Donuts rebranded itself — and named itself Dunkin’ in 2018 while releasing new packaging in 2019. One store in Pasadena, California is called, simply, Dunkin’.

24. McDonald’s: «I’m Lovin’ It»

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The «I’m Lovin’ It» campaign was launched way back in 2003 and still stands strong today. This is a great example of a tagline that resonates with the brand’s target audience. McDonald’s food might not be your healthiest choice, but being healthy isn’t the benefit McDonald’s is promising — it’s that you’ll love the taste and the convenience.

Fun fact: The jingle’s infamous hook — «ba da ba ba ba» — was originally sung by Justin Timberlake.

25. The New York Times: «All the News That’s Fit to Print»

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This one is my personal favorite. The tagline was created in the late 1890s as a movement of opposition against other news publications printing lurid journalism. The New York Times didn’t stand for sensationalism. Instead, it focused on important facts and stories that would educate its audience. It literally deemed its content all the real «news fit to print.»

This helped the paper become more than just a news outlet, but a company that paved the way for credible news. The company didn’t force a tagline upon people when it first was founded, but rather, it created one in a time where it was needed most.

26. General Electric: «Imagination at Work»

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You may remember General Electric’s former tagline, «We Bring Good Things to Life,» which was initiated in 1979. Although this tagline was well-known and well-received, the new tagline — «Imagination at Work» — shows how a company’s internal culture can revolutionize how they see their own brand.

«‘Imagination at Work’ began as an internal theme at GE,» recalled Tim McCleary, GE’s manager of corporate identity. When Jeff Immelt became CEO of GE in 2001, he announced that his goal was to reconnect with GE’s roots as a company defined by innovation.

This culture and theme resulted in a rebranding with the new tagline «Imagination at Work,» which embodies the idea that imagination inspires the human initiative to thrive at what we do.

27. State Farm: «Like a good neighbor, State Farm is there.»

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The insurance company State Farm has a number of taglines, including «Get to a better State» and «No one serves you better than State Farm.» Additionally, the company updated its tagline to «We’re here to help life go right.»

But State Farm’s most famous tagline is the jingle, «Like a good neighbor, State Farm is there,» which you’re likely familiar with if you live in the United States and watch television.

These words emphasize State Farm’s «community-first» value proposition — which sets it apart from the huge, bureaucratic feel of most insurance companies. And it quickly establishes a close relationship with the consumer.

Often, customers need insurance when they least expect it — and in those situations, State Farm is responding in friendly, neighborly language.

28. Maybelline: «Maybe she’s born with it. Maybe it’s Maybelline.»

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Can you sing this jingle in your head? Maybelline’s former tagline, created in the 1990s, is one of the most famous in the world. It makes you think of glossy magazine pages featuring strong, beautiful women with long lashes staring straight down the lens. It’s that confidence that Maybelline’s makeup brand is all about — specifically, the transformation into a confident woman through makeup.

Maybelline changed its tagline to «Make IT Happen» in February 2016, inspiring women to «express their beauty in their own way.» Despite this change, the former tagline remains powerful and ubiquitous, especially among the many generations that grew up with it.

29. The U.S. Marine Corps: «The Few. The Proud. The Marines.»

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While «Semper Fi» is one the U.S. Marine Corps’ most coveted slogans (or, more officially, mottos), it has had a handful of top-notch recruiting taglines over the decades as well. These include «First to fight» starting in World War I, to «We’re looking for a few good men» from the 1980s.

However, we’d argue that «The Few. The Proud. The Marines.» is among the best organization taglines out there.

This tagline «underscores the high caliber of those who join and serve their country as Marines,» said Maj. Gen. Richard T. Tryon, former commanding general of Marine Corps Recruiting Command. In 2007, it even earned a spot on Madison Avenue’s Advertising Walk of Fame.

A catchy slogan and tagline will make a difference in your business.

Now that you have delved into some classic and catchy slogans and taglines, it’s time to set your business up for success. Remember a slogan and a tagline are similar but a slogan is used to sell an item whereas a tagline brings awareness to the item while being concise, catchy, and classic. Both are essential when making sure your business will remain in the minds of consumers.

Editor’s note: This post was originally published in July 2020 and has been updated for comprehensiveness.

Photo Credit: https://www.youtube.com/

The world is slowly but surely returning to normal, meaning that we’re all being encouraged to get excited about life once more.

With us all daydreaming about holidays, trips to the cinema, and dressing up for special occasions, we’re witnessing a golden age of television adverts – a time in which advertisers are cheering on good times. 

Join us as we take a look at the best ads of 2022 so far from the likes of Apple, Disney+ and H&M. Look out for familiar faces such as Gigi Hadid, Zendaya and Toni Braxton, and listen out for some incredible background music choices.

The Best Ads of 2022

• Apple
• Disney+ 
• Disneyland Paris
• British Airways
• Nissan
• Virgin Media
• Turkish Airlines
• Squarespace
• Wickes 
• Diesel
• Apple
• H&M 
• Aldi
• Tesco Mobile
• Nike
• McCain and Family Fund
• Malibu
• Nivea
• Co-Op
• McDonald’s
• Volkswagen
• Lynx
• Gala Bingo
• Ladbrokes – Rocky
• Starbucks – Every Table Tells a Story
• Specsavers – I Don’t Go…
• Burberry – Night Creatures
• Mayor of London – Let’s Do London
• IKEA – The Life Collection
• Trainline – I Came By Train
• Uber Eats – Don’t Run Out
• Asda – The Real Self-Checkout
• Belvedere Vodka
• DHL x Coldplay
• World of Warcraft – Get Your Own Dragon
• John Lewis – The Beginner
• Camelot – Christmas Love Story
• Heineken – The Office Cleaners

January 2022 Adverts

Apple

Usually, brands kick off the year with commercials brimming with positive vibes, but Apple chose to flip the script by focusing on calls between panicked people and the emergency services.

What has this got to do with the globally-recognised technology company? Each of these calls was made via an Apple Watch, meaning the brand’s technology played a part in saving people’s lives.

The concluding message is to begin the year with the smartest of investments – that’s right, an Apple Watch.

To match the sombre tone of the ad, Apple opted for a string-led background track that places emphasis on the conversations that play out across the minute-long commercial.

Disney+

Speaking of starting the year on a high, audiences were enticed to subscribe to Disney+ in January ‘22 after witnessing the Stories You’d Expect + Stories You Wouldn’t commercial.

The platform boasts hundreds of films and television shows for all family members, from the Toy Story franchise to The King’s Man to The Simpsons to The Kardashians. This commercial simply highlights the scope of the streaming services’ offerings. 

Billy Fury’s ‘Wondrous Place’ plays as viewers move from one household to another. Obviously, the chosen track pushed the notion that the streaming service is a wondrous place where all kinds of people can escape to. 

Disneyland Paris

Speaking of Disney, Disneyland Paris started pushing its 30th-anniversary celebrations just a couple of weeks into 2022.

The commercial evokes the idea that there’s no better way to celebrate the end of the pandemic than by journeying to the entertainment resort where one can encounter the likes of Nemo, Elsa, Winnie the Pooh and Buzz Lightyear. 

The music used in Disneyland Paris’ 30th-anniversary ad is imbued with magic. As the audience moves with the camera across a spectacular parade, the production track sparkles like fairy dust. 

February 2022 Adverts

Nissan

Brie Larson, Eugene Levy, Catherine O’Hara, Danai Gurira and Dave Bautista teamed up earlier this year to help Nissan create a one-minute action movie to promote its all-so sophisticated Nissan Z sports car.

Never before has an automotive commercial been filled with so many explosions, helicopters and stunt moves. 

At the beginning of the ad, a suited and booted Eugene Levy is accompanied by Ray Charles’ smooth jazz hit ‘What’d I Say’. Halfway through the ad, the music switches up to something more dramatic to complement Levy’s new rough-and-ready action movie hero look. 

Go behind the scenes to find out more:

Turkish Airlines 

Turkish Airlines knew that explorers worldwide were more than ready to jump on a flight after being stuck at home for the best part of two years.

So, the brand blew its budget on beautiful aerial shots of destinations in the four corners of the world and Hollywood royalty himself, Mr Morgan Freeman. 

The cinematic song that plays throughout the length of this ad inspires viewers to turn their life into the ultimate movie. All they must do is jump aboard a Turkish Airlines flight and restart their travels across the globe. 

Squarespace

Super Bowl ads are known for being extravagant, but one of the ads that really impressed us in February ‘22 was Squarespace’s surprisingly low-key ad, fuelled by the star power of It Girl Zendaya.

Essentially, the website building and hosting company expands the story of the age-old tongue twister, ‘She Sells Seashells by The Seashore’.  

For Squarespace’s 2022 Super Bowl commercial, the brand selected a jocular seaside-inspired song that adds to the beachy atmosphere of the ad. 

March 2022 Adverts

Wickes

Traditionally, we humans find it uncomfortable when passersby peer into our households. It’s an invasion of our privacy!

But in March ‘22, Wickes explored the notion of an individual being so proud of their interiors that they invite peering eyes to stare into their homes. This takes place within an ad aptly titled ‘Open Up‘. 

Remi Nicole’s upbeat track ‘Welcome to My World’ fits the theme of this ad as the homeowners are prompting strangers to take a peek into their world.

Diesel

Every fashion insider is well aware that Diesel is on the way up thanks to the label’s new creative director Glenn Martens.

To exhibit its Spring/Summer 22 collection, the brand produced an artsy ad that brings Martens’ vision for the brand to life. Our favourite moment? Toni Braxton in that double denim fit. 

The classic-meets-contemporary composition informs viewers that Martens’ Diesel amalgamates the old with the new. 

Apple

Apple iPads have been crucial to all kinds of sectors during the pandemic (in other words, Apple has been in its bag over the last couple of years).

And now COVID-19 is – touch wood – becoming old news, the multinational company needs to remind the world how iPads play a part in the “normal” world. Enter Apple’s iPad Air Election ad. 

Sparks’ bullish song ‘This Town Ain’t Big Enough For Both Of Us’ is just the track Apple required to effectively boast the versatility of the new iPad air. Plus, the lyrics are relevant to the idea of a school election. 

April 2022 Adverts

H&M

“At Hôtel Hennes, you are the main character of each day”, is the slogan of H&M’s April ‘22 ad titled ‘Welcome to Hôtel Hennes’.

Starring Gigi Hadid, the two-and-a-half-minute long ad proves that H&M is worthy of a tastemaker’s attention – it pushes the narrative that H&M is a brand responsible for the kind of ‘fits that deserve to be on the catwalk. 

There’s something intrinsically ‘fashion’ about Baccara’s hit ‘Yes Sir, I Can Boogie’. Ergo, the song is just the thing required to bring the hotel-set commercial to life. 

Tesco Mobile

Tesco Mobile created an emotional ad to promote its affordable mobile telecommunications services and, shrewdly, decided to air it on 1st April 22 – a day when many people were affected by inflation.

The commercial follows a somehow-cute Tesco shopping trolley that embarks on a voyage across the country to help an everyday citizen named Rita Jones save money on her phone bill. 

Tesco Mobile must’ve known it was onto a winner as soon as it obtained a licence to use Enrique Iglesias’ world-renowned track ‘Hero’ in its commercial.

This powerful pop ballad adds depth to the story of a determined trolley and brings an element of consistency to the fast-paced narrative. 

Aldi 

Aldi is ushering in spring with its latest Easter ad that showcases the supermarket’s wide selection of nutritious, flavoursome food.

Within an explosion of colour – plus some animated chicks and birds – the German family-owned supermarket manages to make an impression. 

This Aldi ad would be nothing without Pete Rodriguez’s ‘I Like It Like That’, a Boogaloo song popularised by Cardi B when she sampled the track in her 2018 hit ‘I Like It’. 

May 2022 Adverts

Nike

Nike celebrated its 50th anniversary by bringing back Spike Lee as iconic character Mars Blackmon. Together with Zimmie (Indigo Hubbard-Salk), in ‘Seen it All’, the two travel through a whistle-stop tour of sport’s greatest moments from the past 50 years – then look to the future stars setting records and creating astonishing moments.

The one thing both Mars and Zimmie agree on? ‘YO, it’s gotta be the shoes!’

The track used is a remix of KRS One’s hip hop classic ‘Outta Here’ from 1993, whose hip-hop beats, dramatic strings and horns provide an epic, anthemic backdrop.

McCain and Family Fund

McCain’s Family Fund charity helps 150,000 families with disabled or seriously ill offspring to afford specialist equipment. From drawing to going on family walks, jumping on trampolines to singing, dancing to stealing mum’s chips, these are the ‘Little Moments’ that really make family life.

McCain and Family Fund have created a series of Little Moments ads. In this one from June, an oven helps Max – who is autistic – and his brother to join in with their favourite activity: cooking.

The heartwarming ads are accompanied by a charming, twinkly piano track to match the simple joy of the McCain tagline, ‘We are Family’.

Malibu

Wieden + Kennedy’s global brand refresh of Malibu was spearheaded by a sun-soaked film from award-winning director Dave Meyers (who’s made videos for everyone from Ariana Grande to Megan Thee Stallion and Dua Lipa), encouraging everyone to get into a summer mindset and ‘Do Whatever Tastes Good’, no matter what time of year it is.

‘Welcome to Malibu’ takes us into the trippy, technicolour, hyper-real world of Malibu on Coco, the very fabulous coconut horse. From the beauty parlour to the diner, it’s a super-fun world, featuring a blend of coconut, pineapple and joyous vibes.

The soundtrack is a rap-reworked version of Carly Rae Jepson’s ‘Call Me Maybe’, which adds to the party atmosphere.

June 2022 Adverts

Nivea

Beauty brand Nivea took to the waves for their latest brand ad, featuring British women’s surfing champ Lucy Campbell to celebrate World Oceans Day on 8th June, as part of their #CutbackOnPlasticPollution campaign.

Lucy discusses her fascination and love for the sea and highlights how much plastic pollution she sees in the ocean. The ad focuses on the importance of small steps that we, as consumers, can take, in combating climate change.

The soundtrack features ambient ocean sounds, giving way to slow strings and a delicate piano melody. The music has a classical feel, bringing to mind Mendelssohn’s ‘Sea of Iona’ from The Hebrides Overture (Fingal’s Cave).

Co-op

Co-op’s latest campaign focuses on its roots in the community, as the local food shop for many in the UK.

Lucky Generals’ ad shows that your food purchases can benefit your community, through a variety of scenes of social gatherings.

The ad showcases everything from a community fridge to a backyard BBQ, basketball games to allotments, and features a variety of adults and kids joining together in different ways.

Our favourite part? The shot of peas bubbling up which cuts to kids swimming in a local pool, with green swimming caps on – and the pause in the soundtrack (‘The Only Way is Up’), while we wait for the toast to pop.

The reworked, slowed-down and more folky version of the Yazz 80s classic is by alt-rock indie band Stornoway:

McDonald’s

The burger behemoths celebrated the Queen’s 70 years on the throne in style by giving its jingle an orchestral jubilee makeover.

The official partner of the Queen’s Platinum Jubilee Pageant re-recorded ‘The McDonald’s Five Note Sting’ for the first time in its history, with its new regal version created in collaboration with the Royal Philharmonic Orchestra.

The 35-strong ensemble featured brass, strings, percussion and woodwind, with the classic tagline, ‘I’m lovin’ it’ also jokily reworked to read, ‘One’s lovin’ it’.

July 2022 Adverts

Volkswagen

With their historic triumph at the UEFA Women’s Euros, July was all about the Lionesses and women’s football ads. Our favourite was Volkswagen’s ‘Not Women’s Football’ ad.

The cheeky premise – calling for the abolition of women’s soccer – belied a serious point: demanding more appreciation for women who play soccer.

The female players aren’t sweating ‘women’s sweat’ in training and out on the pitch; they’re discussing tactics, not ‘women’s tactics’. So, let’s talk about ‘football’ for everyone, and not make a distinction by labelling it ‘women’s football’, when it’s women who are playing.

The bold message has an epic soundtrack to push home its message.

Lynx

Lynx’s ‘Epic Fresh: Smell Iconic’ ad features modern male icons and brand ambassadors including boxer Anthony Joshua, Chunkz, Calfreezy and Brit rapper Aitch as the brand totally repositions itself for a Gen-Z audience.

Our everyday guy hero is seen strutting his stuff with swagger, bumping into YouTuber Calfreezy, as he sells hotdogs in the street, while Anthony Joshua walks by with his cockapoo.

Rap battle sensation Chunkz takes the wheel of a bus, as we travel around a hyper-real world with animated elements.

The track used is Aitch’s ‘In Disguise’. Lynx and Aitch also teamed up to create the ultimate summer playlist, as well as extending the campaign by creating a Snapchat AR lens, inspired by the ad, transforming Lynx followers into hot dogs, aubergines or sunflower icons, to recreate the ad’s look.

Gala Bingo

Neverland’s latest brand campaign aims to bring the joy back to bingo in Britain.

The launch spot, ‘Look Up’, follows five friends and Kodie the dog, travelling in their sunshine yellow van from one end of Britain to the other, in search of the perfect view of five hot air balloons, which create an epic ‘sky bingo’.

The ad shows off the best that Britain has to offer, from gorgeous countryside to fish and chips on the coast, B&Bs to mountains and lakes – without the gang trying to get their balloons all in a row, it’d make a great ad for the tourist board, if going abroad this summer seems too stressful.

The track featured is American singer-songwriter Todd Rundgren’s breezy and nostalgic, ‘I Saw the Light’, from 1972, which has a relaxed, summery feel to go with the friends’ road trip.  

August

Ladbrokes — Rocky

London creative agency neverland won the account for the heritage bookmaker in 2021 and are repositioning the brand to appeal to a wider audience. But when you want to include every sport you can think of, how do you go about it?

Ladbrokes reimagined one of the greatest ever cinematic sports scenes: Rocky Balboa’s training montage. Complete with hundreds of extras, from sports people to horse riders, drag queens to drummers, dancers to gymnasts, wheelchair athletes and wrestlers to a wedding party.

The creative team assembled a huge cast of over 250 performers in a massive 95 metre x 50 metre studio in Budapest – with sets built to exactly match the Philadelphia locations that Rocky runs through, including the steps outside the Philadelphia Museum of Art for the triumphant finale – for a two-week shoot.

The team’s specialists painstakingly went through the original running sequence in Rocky II, and digitally removed all the original cast, apart from Rocky. They then mapped out the locations, and the film’s camera movements, enabling them to film a new set of characters. These were then placed into the original film.

World-class Danish director Nicolai Fuglsig shot the new characters with a pre-programmed wire-cam rig, which mimicked the original film’s speed, height and framing. Post-production VFX house Selected Works’ Creative Director, Greg Spencer, revealed that, ‘In terms of complexity, this is as hard as they come. Nothing like this, of this scale, has been done before.’

But what’s as iconic as the visuals, when it comes to this 1979 montage? The soundtrack, of course! Rocky’s ‘Gonna Fly Now’ theme by Bill Conti was re-recorded, bringing in The English Session Orchestra and the London Voices Choir.

Exhilarating, entertaining, playful – Ladbrokes’ Rocky ad belies the reportedly over 15,000 hours’ painstaking work that went into it, to really deliver in terms of joy and memorability. Surely a shoo-in for next year’s Cannes Lions?

Starbucks – Every Table Has a Story

Working in coffee shops has become something we’ve all got accustomed to – especially if we’re freelancers. In this throwback to its 2019 campaign, ‘Every Name’s a Story’, (which won a Gold Lion at Cannes for Creative Strategy and was awarded the winner of the Channel 4 Diversity in Advertising Award in 2019), this ad aimed to establish Starbucks as a ‘third place’ where everyone can work, reset, connect and further their passions.

Agency Iris weren’t afraid to show both the highs and lows of Kay, an aspiring creative entrepreneur trying to make it on her own. She’s shown sitting at the same table through the seasons, often receiving rejections, and visibly upset. When her table remains empty for a while, we wondered where the ad was going. Turns out, Kay reappears and is featured in a magazine as ‘one to watch’, having found her longed-for success.

Eli Vasiliou, Group Creative Director at Iris, said of the campaign, ‘Starbucks’ mission is to inspire and nurture the human spirit, one person, one cup and one neighbourhood at a time. At every table, in every store, real life is playing out. Through a cinematic lens, we’ve told the small but powerful story of one inspirational woman, leaving behind a legacy that demonstrates the emotional punch of creative storytelling.’

The inspirational ad is set to low-key piano music which is quite sombre in feel, matching the mood of most of the ad’s story.

Specsavers – I Don’t Go

‘Should’ve gone to Specsavers’ is one of the best-known brand taglines in adland – it turned 20 this year. So it’s a bold, playful take to spend half your ad featuring potential customers laughingly saying they don’t go there. In fact, there’s more to the ‘I don’t go’ tagline – it’s their first ad to feature Home Visits, so the actual tagline is, ‘I don’t go to Specsavers, they come to me.’

Chris Carter, Specsavers’ marketing and e-commerce director, said, ‘Nothing reflects the purpose of Specsavers better than our home visit service. We were founded back in 1984 with the vision of making eye and hearing care more accessible to all, and this service has been our best kept secret for far too long. Our in-house agency has done a fantastic job in using our distinctive tone of voice to tell this story and I’m delighted we’re now communicating this service nationwide so that many more people can benefit from this essential service in their homes.’

Laura Cooney, the marketing lead for home visits at Specsavers, commented, ‘Our aim is to always empower our customers through our marketing and ‘I Don’t Go…’ absolutely does this. The campaign is powerful and emotive and most importantly, the customers are in on the joke!’

We love to see brands using humour in their ads, and Specsavers have been going above and beyond this year, with clever outdoor ‘builds’ and a cheeky script mix up between Channel 4 and ITV announcers.

September

Burberry – Night Creatures

The fashion house’s ad opens with three friends travelling home on the night bus through London, discussing a sci-fi movie they’ve just seen. When their bus is stopped by a mysterious, long-legged creature, you’d be forgiven for assuming that there’s going to be destruction, horror and the struggle for our three protagonists to escape a gory fate.

A dance through London’s streets ensues, bringing in everything from freerunning to ballet and experimental movement. The choreography was put together by La(Horde), a collective founded in 2013 by artists Marine Brutti, Jonathan Debrouwer and Arthur Harel.

The clothes are shown off by the delicate, sinuous dance that the three stars of ‘Night Creatures’ enjoy across London, culminating in sailing off under a beautifully-lit Tower Bridge. The music kicks in as the three dancers take flight on the night creature’s tentacles. The twinkling, delicate track is underpinned by piano with classical influences, which contributes to the otherworldly feel of the film.

The music for ‘Night Creatures’ is as magical as the visuals. The beautiful ‘Celebrations’ was composed by Guillaume Humery, who performs under the name of Yom. Originally a classical clarinetist, Humery has also studied Eastern European klezmer music.

If you love a fashion film, then check out Burberry’s ad, which paid homage to Stanley Kubrick’s movies.

Mayor of London – Let’s Do London

The Mayor of London’s campaigns have been really impactful this year. Hats off to Ogilvy UK, whose ‘Have a Word’ campaign recently won the Grand Prix at the DMA Awards 2022. The ad shows how male violence against women and girls starts with words and encourages me to ‘have a word with yourself – then your mates.’

The campaign was rolled out nationally and then garnered a worldwide response, with an estimated 3.1 billion earned impressions. No lesser body than the United Nations has recently announced it will include the film in education and training materials being rolled out to millions of men around the world.

On a more lighthearted note, in September agency Weber Shandwick created a multimedia campaign to promote London, titled ‘Let’s Do London’. It’s framed as a love letter to the capital, and targets not only tourists, but also Londoners themselves. After a couple of years when a lot of London’s experiences and attractions have been a bit off-limits, it’s an opportunity to rediscover everything that makes the city a great place to live, as well as to visit.

Is it just us who thinks that Sam Kolled’s ‘Piano Class’ in the background sounds a bit like Adele’s ‘Someone Like You’? It’s a song that’s also full of the highs and lows of loving someone, which the ad reflects.

IKEA – The Life Collection

We love IKEA’s witty Wonderful Everyday ads, but their campaigns tackle serious subjects too, including food waste in a Christmas ad, and 3D-printed plant-based ‘meatballs’ to promote their plant-based main meals in their restaurants, as well as looking to recruit out-of-the-box tech and innovation employees.

Last year, IKEA made The Trash Collection, a collection of furniture found in the rubbish and then given new life in-store. The point being to highlight how much IKEA furniture gets thrown away every year and how little it takes to give it a second chance. This year, the furniture retailer have gone a step further – their second-hand stores will now buy back what you don’t need.

Whether that’s because you’ve had to turn a spare room into a nursery; you’ve had a relationship breakdown; an office space isn’t needed any more or you just… were defeated by assembling your set of Fjallbo shelves (hey, we’ve all been there.)

‘We wanted to show how we understand that furniture isn’t necessarily useful forever,’ said IKEA’s Global Marketing Manager Roberto Giannone. ‘Our new second-hand stores are needed because life happens, and we needed a more sustainable way of treating our furniture.’

The company has numerous sustainability targets, and this campaign, showing all the ways that IKEA furniture intersects with real people’s lives and circumstances – through both good times and bad – is a really effective way of flagging that you don’t have to put unwanted items on Gumtree or Freecycle, or take them to the tip. Paired with an acoustic cover of Simple Minds’ ‘Don’t You (Forget About Me)’, it’s an ad that’s about far more than just consumerism.

October

Trainline – I Came by Train

Mother London took over as Trainline’s creative agency this year. Their animated film stressed the environmental benefits of travelling by train and they brought none other than Craig David on board to put the soundtrack front and centre.

The ‘Seven Days’ singer’s original song, ‘Better Days (I Came By Train)’ focuses on the positive, when it comes to the environment. As Omar El-Gammal, Mother’s Strategy Director says, ‘Environmental scare tactics have run out of track, there’s little point making people feel worse about their actions without giving a positive alternative. This campaign gives a hopeful message about the impact a simple behavioural switch can make. In a nutshell we want to move the debate on from “flight shame” to a more positive “train brag”.’

The video is an animation, with Craig David travelling by train through a series of landscapes, featuring a huge variety of animals, birds and insects, some of which are shown to be threatened by climate change.

Animators Ingi Erlingsson and Ewen Stenhouse from Golden Wolf brought Craig David’s music to life. You originally assume that the female figure is a romantic partner that he’s travelling to see, before the truth – that she’s Mother Earth — is revealed.

Craig David’s specially-composed track is an R&B song that’s a love song to the planet. We suspect it’s going to be on plenty of people’s playlists, even if they’re not watching the video at the same time. The music and visuals work perfectly together to deliver the message – might we see more campaigning work like this from other music artists in the future?

Uber Eats – Don’t Run Out

October is, of course, Hallowe’en month, when brands produce some of their best ads. So it’s no surprise that Uber Eats entered the fray this year with this great mini horror movie, centred around running out of candy at a crucial moment.

There’s an urban legend, a spooky song, lights going out, doors creaking, eerie children giggling and, of course, a man in a dark room saying, ‘Guys…?’ nervously. Not to mention terrifying masks that get peeled off to reveal something much, much worse.

The film apparently contained $1 million in hidden candy promo codes from Uber Eats, but we were watching the whole thing through our fingers, so didn’t spot any.

The ad starred Keke Palmer (Jordan Peele’s Nope) and was directed by Great Guns USA’s Dan Trachtenberg, known for 10 Cloverfield Lane and Prey. He expertly mixes slow, tension-building scenes with quick shocks, suspenseful music, scary sound design and a sing-song rhyme that will absolutely become your go-to creepy earworm.

Asda – The Real Self-Checkout

This is a great brand collab with Tickled Pink, the breast cancer charity. We love a serious, informative message that’s delivered with humour and Havas London’s spot for Breast Cancer Awareness month ticked all our boxes.

Jill’s just putting her items through the self-checkout at Asda (two oranges, a brace of coconuts, a pair of watermelons), when the till starts asking her if she’s ‘regularly checking out her own melons’. The helpful till gives her a quick primer on how to check for signs of breast cancer, which Jill duly does, to some curious stares from her fellow shoppers. ‘Maybe wait till you get home, hey’, advises the kindly self-checkout voice.

The campaign also included in-store POS displays, car park banners and customised receipts with a ‘bra code’ icon, featuring lines such as ‘self-checkouts could save you more than time’, ‘make sure your shopping isn’t the only thing you checkout today’, ‘contactless? We prefer hands on’ and ‘Not all self-checkouts require assistance.’

November

Belvedere Vodka

A Daniel Craig-fronted ad for a premium vodka brand is going to go hard on his Bond persona, surely? Nope, the Belvedere team, and director Taika Waititi (Thor: Ragnarok) decided to leave Craig’s image very definitely shaken, not just stirred, with their viral hit. In our favourite ad of 2022, Dancing Daniel Craig does his own spin on ‘Weapon of Choice’ through a luxe Parisian hotel.

He shakes, he shimmies, he boogies – eventually reaching his room and a cocktail cabinet, filled with glasses and a bottle of ice-cold Belvedere. ‘Finally’, says Mr Craig, as he sits down to savour his well-earned drink.

The Belvedere team asked Waititi and Craig to come up with the concept themselves. Did the director know if the erstwhile 007 could dance? He did not. Craig’s choreography was created by American choreographer and dancer JaQuel Knight, who’s best known for working with Beyoncé on ‘Single Ladies’ and her historic Coachella performance. (If you don’t know if you can dance, get the best choreographer in the business on board…)

The soundtrack is an original track written and performed by Rita Ora and UK rapper Giggs, and produced by music production trio Invisible Men, Bandits and Hungry Man.

DHL x Coldplay

Coldplay announced in 2019 that they would only tour again if they could do it with a positive environmental impact – to this end, they’re aiming to reduce their CO2 emissions by more than 50% and remove at least twice as much carbon from the air as the tour emits. And they’re looking at every aspect of the tour, not just the obvious ones: they’re also capturing fan energy through state-of-the-art kinetic floors and power bikes.

As part of this plan, they’ve partnered with DHL as their ‘official logistics partner’ for the nine-month Music of the Spheres World Tour. Agency 180 Amsterdam’s ad shows a DHL driver charging her electric truck before heading out onto the road, singing Coldplay’s ‘Yellow’ (nice link between a well-loved track and a brand colour!)

World of Warcraft – Get Your Own Dragon

What would you do with your own dragon? Take it to the park and throw sticks for it? Use it to save money on SFX when you’re making a Hollywood blockbuster? Or maybe just have it as your own private jet? Agency 72andSunny created a trio of fun spots starring Hollywood stars and gamers to launch World of Warcraft: Dragonflight.

Stranger Things’ David Harbour, Pedro Pascal (The Mandalorian) and Lana Condor (Alita: Battle Angel) show off their individual dragons’ skills and how they bring them into their daily lives.

Matt Small from Blizzard Entertainment said that, ‘Our Warcraft community will have so much fun with the launch of Dragonflight. We’re excited to bring these dragons to life in the real-world through visual effects, while providing players an opportunity to get their own through a new augmented reality experience.’

Capitalising on the impact dragons have had this year in entertainment – Game of Thrones’ prequel House of the Dragon featured some truly awe-inspiring beasts – this allows everyone to live out their fantasy. But do remember, if you’re gifting, then a dragon is for life, not just for Christmas…

December

John Lewis – The Beginner

The annual John Lewis ad has come to signal the start of the Christmas period. They’re known for their ability to create an almost total emotional collapse, but this year’s really pushes all our buttons. How to balance up trying to sell people stuff during a cost-of-living crisis? John Lewis shifted their focus: the ultimate gift is giving a happy home to a child in the care system.

Created by adam&eveDDB, with input from partner charities Action for Children and Who Cares? Scotland, ‘The Beginner’ follows the progress of a man learning to skateboard – the big twist being that he’s only learning so that he can bond with Ellie, the child he’s set to foster.

However, there’s one thing that John Lewis haven’t messed with – soundtracking their ad to a low-key cover of a big pop hit. ‘The Beginner’ features Mike Geier’s reinterpretation of Blink-182’s pop-punk classic, ‘All The Small Things’.

Heineken – The Office Cleaners

Heineken and Le Pub have been working on a #workresponsibly initiative in a bid to end overwork worldwide.

The previous spot was ‘The Closer’, which showed a bottle opener which turned off all work apps when used to open a bottle of Heineken:

With the latest campaign, the brand aims to help restore work/life balance so that employees can enjoy spending time with their friends and family outside of the office. According to research by the ADP Research Institute, workers worldwide do an average of 9.2 hours of unpaid overtime each week. In a year where ‘quiet quitting’ has become a buzz-phrase, the campaigns are well timed.

In ‘The Office Cleaners’, there’s a definite horror vibe influenced by Jordan Peele’s Us. The film’s heroine is working late at night in a darkened office; there’s an uncanny screeching sound effect and a pair of legs are seen darting out of sight. Lights flicker as an echoey piano kicks in with a creepy kid’s voice singing. A cleaner drags a bag along the floor, leaving an ominous red trail in his wake. As our heroine finally decides to pack up and head out for the evening to join her friends in a bar, the soundtrack’s revealed – a reworked version of Rockwell’s 80s classic, ‘Somebody’s Watching Me’. The end tagline instructs you, ‘if you see the cleaners, it’s time to see your friends.’

Global Head Heineken Brand, Bram Westenbrink, said, ‘As a brand, we have always stood for fostering real moments of connection over a beer with friends. We want to spark conversations about the importance of maintaining work-life balance and resisting societal pressures to be in a constant state of work. Campaigns like this help to encourage workers around the world to reprioritise social and leisure time with the people who matter.’

Bruno Bertelli, Global CEO Le Pub, Global CCO Publicis Worldwide, CCO Publicis Groupe Italy – the lead agency that created the campaign – added, ‘Data reports that people are working more hours now than before the pandemic, and this is becoming a societal issue all over the world. Overwork can jeopardise more than just our social lives. This witty activation incites workers to have not only a healthy work-life balance; it’s also a practical uplift to socialising and hanging out with friends.’

It’s an intriguing way to make an excellent point and will hopefully encourage behaviour change around how we all approach our work life.

Camelot – Christmas Love Story

We’re massive suckers for a festive romcom, so of course the National Lottery’s campaign caught our eye (and snagged our hearts). It’s got everything – a meet-cute on a crowded train travelling home to the heroine and hero’s families; a desperate attempt to exchange phone numbers (he writes his on the back of a Lottery ticket); the number smudging (noooo!) and a really hopeful wait at a London train station in a last-ditch attempt at reconnecting.

And who would have thought that a Crazy Frog ringtone could be the key to (hopefully) lasting love? It’s tapping into a trend of festive films featuring trains; last year Michael Sheen starred in the time-travelling comedy drama Last Train to Christmas. This year, Sex Education’s Asa Butterfield and Cora Kirk have a train-based mishap and end up spending Christmas with each other’s families in Your Christmas or Mine?

We’re all busy people, so why not cram all that festive feeling into a three-and-a-half-minute concentrated burst of loveliness instead? Oscar-winning director Tom Hooper (Les Miserables, The King’s Speech) joined forces with agency adam&eveDDB. The agency’s group executive creative director, Ben Tollett, said, ‘At a time when the nation needs some magic in the air, we wanted to create a larger-than-life story about the lottery and true love – two games of chance that make the perfect subject for a Christmas romantic comedy.’

With the addition of a reworked version of George Michael’s ‘Faith’ performed by artist Sleeping at Last, we say: job done and hearts well and truly warmed.

Read More About Ads

If you want to keep up the ad-watching momentum, we recommend you start by checking out our piece on the last year’s best ads over on The Edit.

Or to get really specific, we’ve got everything from the best Star Wars ads to this year’s winning sports ads, or the best Pride ads go head-to-head with the Cannes Lions Grand Prix winners.

Plus, take a look at our brand-focused ad articles looking at the best ads from Coca-Cola, McDonald’s, Burger King, Gillette, Nike, Adidas and IKEA.

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