Famous Advertisements That Changed Marketing

Apple, Inc. — "1984"

Apple's "1984" advertisement, launched to introduce the Macintosh, is the master claim of any kind of advertising — a brand positioning itself as the one that sets the tone and battles conformity. There is no question that with the introduction of the Macintosh, Apple won an utterly different kind of competition.

Deep down, there is more to an advertisement than the product. Apple proved this advertising wisdom with its Super Bowl ad. The concept here is to sell the narrative — there is more strength in the values of the story than in the product itself.

Nike — "Just Do It"

The 1988 Nike ad campaign "Just Do It" epitomized marketing in a way that still echoes in every brand's promotional schemes. The campaign merged distinct classes of people in its narratives as emotional conduits, connecting with both elite athletes and ordinary individuals, and merging Nike's corporate identity with that of a lifestyle brand.

The slogan is a staple every marketer has heard of — a masterclass in implanting a phrase into the subconscious of an entire generation.

Key takeaway: emotional resonance and the ability to tap into universal human motivations are what make a phrase powerful enough to influence a country, and the world.

Pepsi — The Pepsi Challenge

With the introduction of the Pepsi Challenge in 1975, consumers were invited to participate in a blindfolded taste test comparing Pepsi and Coca-Cola. The world was startled to find that a significant number of consumers preferred Pepsi, igniting the famed Cola Wars.

Pepsi's campaign was a historic moment in marketing because it invited the audience to participate directly, creating a far more engaging experience than a traditional ad.

Key takeaway: the more people participate in a campaign, the more loyal they become to the brand behind it.

Volkswagen — "Think Small"

Volkswagen approached the advertising world in a much simpler and different way. At a time when advertisers pictured the ordinary car as large, expensive, and luxurious, Volkswagen introduced the "Think Small" slogan — gentle humor combined with a widely-considered-truthful, minimalist persona.

This effective campaign showed that even breaking an industry's standard visual language can resonate deeply with audiences.

Key takeaway: turning a perceived weakness into a strength can make a brand stand out more than trying to compete on the industry's own terms.

Coca-Cola — "Share a Coke"

The Share a Coke campaign introduced personalisation in a vastly different way. Instead of featuring the iconic Coca-Cola logo, bottles showcased popular first names, inspiring people to buy them for themselves and others.

This case study demonstrated that consumers posting photos of personalised bottles on social media fueled brand awareness and a real sales boost through organic social engagement.

Key takeaway: personalisation creates emotional attachment in a way generic branding rarely can.

Old Spice — "The Man Your Man Could Smell Like"

This campaign, featuring actor Isaiah Mustafa, revitalised the perception of Old Spice from an "oldies brand" into a viral, fast, and humorous sensation. As absurd and charming as the campaign was, it still hinged on a clear brand message throughout.

The ad showed the power of combining humour, absurdity, and elegance while still keeping the brand front and center.

Key takeaway: a sudden, bold departure from traditional branding can revive a stalled brand faster than a cautious refresh.

Snickers — "You're Not You When You're Hungry"

This commercial won the Super Bowl in 2020 for its brilliantly humorous take on how hunger changes a person's attitude, featuring Betty White. The tagline became a popular phrase seen in memes and spoken every day.

This campaign won because it understood and embraced a basic human truth, paired with a clever, simple concept.

Key takeaway: relatability and memorability come from shared human experience, not clever wordplay alone.

Red Bull — Stratos Jump

For Red Bull, the thrill of flying was taken to a whole new level when the brand sponsored Felix Baumgartner's jump from the stratosphere, free-falling as it was live-streamed to the entire world. No other brand became as associated with the phrase "Gives you wings" as Red Bull did after this stunt.

The perfect blend of extreme sports, risk, and spectacle was a major contributor to unprecedented brand awareness.

Key takeaway: flawless execution of a bold, high-risk idea can capture a global audience's attention in a way no traditional ad spend can.

KFC — "FCK" Apology Ad

In 2018, a chicken shortage forced store closures across the UK, creating a real crisis for KFC. The brand handled it in a very "KFC" way — with a humorous apology ad rearranging its own logo to read "FCK."

Due to the ad's popularity, a potential PR disaster turned into a turnaround success story for the company.

Key takeaway: failures and loss of control can become an opportunity to shift the narrative, when handled with authenticity and accountability.

US Military — "I Want You"

During World War I, the US needed a powerful recruitment message. This need produced the iconic Uncle Sam poster, reading "I Want YOU for the US Army."

This poster combined strong emotion with a very clear call to action, making it one of the very first print ads to demonstrate that formula.

Key takeaway: clear, simple, emotionally direct messaging helps audiences comprehend and act on information at a glance.