There are certain ads you never forget—campaigns that remain core memories even now and forever shape a consumer’s perspective and understanding of a product.
For example, what comes to mind when you consider Dawn dish soap? It’s been a favorite among kitchen scrubbers for decades, but we’re willing to bet that if you asked anyone what they most associate it with, they’d say little oil-covered ducks getting a gentle scrub down. It’s the perfect combination of utility (clearly, the soap cleans) and emotional resonance (cute baby ducks need our help!), which is why it’s one of the most enduring and impactful ads of the last 20 years.
Harnessing a campaign like this can seem like catching lightning in a bottle; it’s impressive, elusive, and should be celebrated when done right. Here are a few other of our favorite ad campaigns over the last decade or two, and the reasons that make them as powerful as they are long-lasting.
Skittles, “Taste the Rainbow”: In the last few years, Skittles hasn’t been afraid to get weird. In a society that’s increasingly unserious (next time, clock how long it takes for a significant cultural moment to become a meme), Skittles managed to tap into that vein of humor and combine it with some oddity that made for a lasting impression. We’ll see people pockmarked with Skittles eating their own candied boils till we die.
Nike, “You Can’t Stop Us”: During the pandemic, people needed a dose of hopeful togetherness, and Nike delivered. In a split screen, Nike showcased athletes overcoming obstacles alongside regular people in their struggles against the pandemic. In a time when people were feeling discouraged and afraid, the emotional impact of this ad is one of the reasons it remains one of the most memorable and powerful ads of the last decade.
T-Mobile, “The Un-Carrier”: T-Mobile’s “Un-Carrier” campaign was a brilliant example of how an ad could be part of a larger strategy to disrupt an entire industry. It both set T-Mobile apart from every other carrier out there while subtly expressing why that’s better than any other offer. It’s become a common joke that canceling your cell service is harder than an actual breakup, and by making sure viewers knew that T-Mobile wasn’t just another carrier and considered people as individuals with autonomy who wanted freedom in their choices was incredibly compelling.
Spotify, “Wrapped”: Spotify has taken user participation and turned it into a self-sustaining marketing tool. The campaign has become a global tradition, with users eagerly anticipating their Wrapped results and sharing them on social media. Spotify’s ability to turn data into a personalized, fun experience that invites conversation and connection is a big reason why this ad continues to be successful year after year.
Starburst, “Berries and Cream”: You know an ad was good when you can’t even get the candy anymore, but the ad lives on in the societal ether anyway. Even almost 20 years later, the “Little Lad” who loves berries and cream is a reminder that, again, sometimes weird and funny is the best strategy for an enduring legacy… along with equally weird choreography. If you can connect to your audience with a character related to your brand, they’ll form a relationship outside of your product that can endure beyond the scope of your initial offer.
These ads stand out because they all combine creativity with emotion, striking the perfect balance between being entertaining, thought-provoking, and/or socially relevant. Whether through humor, inspiring stories, or a focus on human connections, they connect with audiences on a deeper level, which is why they remain so beloved.
The good news here is that we haven’t seen all the ad campaigns destined to be emblazoned onto our societal hearts and memories yet. There’s always the possibility that the next viral ad sensation could be yours. And we’re here to help you realize that dream to create a legacy that lasts.
