Advertising is a powerful thing. If done properly, it broadens and enhances the way we see the world, getting us to think, feel and consider the space and issues around us in a new light. Below are 10 ads that we believe do just this. Despite often being coined as commercials, these ads are a real example of how the best advertising does more than sell things, it changes minds.
1. Nike: If You Let Me Play
This film is a mini masterpiece which tackles a big issue in a very elegant way, with swagger and irony. The film has been often “quoted” in other work and even “remade” recently. But this is the real thing, which opened the way for many conversations about women and sport. It also changed the way sports brands address women in their advertising.
2. Benetton: Hearts
One of the most punchy ads ever made about racism. It’s incredibly simple, almost clichéd, but it makes a great point and it’s brilliantly executed. It’s a very iconic image that has been used over and over throughout the years and still lives on as an internet meme. Google it.
3. Guardian News & Media: Points of View
An excellent reminder of what the real role of a newspaper, and media in general, is in our society. A simple message that was delivered in a clever and provocative way. It’s a powerful, almost perfect, short film that stays with the viewer for much longer than the 30 seconds it lasts.
4. Getup.org: It’s Time
Many things have been said about gay marriage, with many individuals, brands and organisations involved in supporting equal marriage. This one piece of work has something unique to it in its simplicity. Not many words, not many statements. A matter-of-fact, uncontrived approach that goes straight to the point and ends up being very convincing.
5. Thai Health: Anti-Smoking
The great thing about this campaign is that there is no way you can disagree with its message and how it is delivered. Its logic is fantastic (it feels like you could apply it to other social issues too) and the execution is spot on. This campaign has been very impactful in Thailand but it could easily work around the world.
6. Honda: Grr
The interesting thing about this film – apart from being beautiful – is that it managed to speak in a fun, charming way about one of the major issues of our time. It made people smile and think about the impact they have on the environment. This campaign opened the way for other car companies to put eco-consciousness at the heart of their communication and vision.
7. Channel 4: Meet the Superhumans
Changing the general audience’s perception of the Paralympic games was not an easy task. This excellent piece of work managed to do so – or started to do so – during London 2012. It’s a powerful film that challenges our preconceptions.
8. The Conservative Party: Labour isn’t Working
The best political ad ever? Stunningly simple, brutally effective, a classic bit of ‘80s work. Produced when the Tory-Saatchi partnership was at the top of its game. Whatever you think of the politics, this is a pollster’s dream.
9. Jewish Council for Education and Research: The Great Schlep
Not a one-off execution but a classic piece of ultra-targeted modern media. The beauty is in the impact – higher older voter turn-out and Florida goes to Obama. The combination of intelligence, humour and sheer chutzpah had a halo effect on broader culture, helping to position Obama as the distinct choice for progressive America. The Great Schlep is what a lot of campaigns try to be: it’s effective, engaging and entertaining at once.
10. Westinghouse Electric: Rosie the Riveter – We Can Do It
A creation of the US Office of War in the second world war to spur on a newly female-powered economy, this advert might have glossed over reality (women were paid less to take on traditionally male jobs while also being expected to keep up the job of homemaker on the side and then promptly sent back home when men returned from the war and wanted to take back those jobs), but it remains one of the most powerful icons of feminism even today. If Beyonce mimics it fifty years on, an ads got staying power. A testament to the fact that the most powerful advertising isn’t always perfect.
These ads are all drawn from many different walks of life, subjects, industries and social issues. From politics and automotive, right up to energy and fashion, the unifying thread is their ability to help us think bigger than we otherwise would. At once witty, irreverent, deep and moving, these ads have and will not only stand the test of time, but have a genuine sociological impact.
Nic Owen is managing director, Stephanie Newman is director of strategy, and Carlo Cavallone is executive creative director at 72andSunny Amsterdam
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