Advertising is a great way to promote your business and attract new customers. However, creating an effective ad can be challenging. A successful ad can leave a lasting impression on consumers. It can be creative, evoke emotions, or incorporate humor. It can even change the way a brand is perceived by its audience.

1. Apple’s “1984”

A cult classic, this commercial is widely considered one of the best advertisements ever. It features a riveting narrative with famous characters and stunning visuals. Initially, Apple’s board didn’t like the ad. But ChiatDay convinced them to run it. The result was a wildly successful campaign that launched Apple into the spotlight. The ad also helped to reshape advertising forever. It showed that controversial ads could be successful and generate buzz.

2. IKEA’s “In the Box”

From the beginning, IKEA’s advertising embraced a philosophy that was, and remains, truly groundbreaking. This ad from Mother London takes that sentiment to the next level. Fun and tongue-in-cheek campaigns often have an emotive impact on consumers. This one demonstrates how that can work for any brand. It also shows how creative marketing doesn’t have to always revolve around complex visual designs and wordplay.

3. Coca-Cola’s “Refresh”

Coca-Cola is known for its amazing advertising campaigns all around the globe. Their jingles and visuals are often embraced by nearly everyone. One of their most popular ads is a remix of the Oasis song “Whatever”. It shows how Coke is committed to spreading positivity. It also pays attention to their audience’s struggles and finds ways to inspire them. This helps maintain their strong credibility.

4. Volkswagen’s “Let’s Roll”

Taking a risk and releasing this funny ad online before the Super Bowl, Volkswagen got 17 million views before kickoff, essentially paying for the spot before it even aired. It was a smart move that paid off. VW’s bold, brutally honest ads were odd-looking and slow, but they were also durable and dependable. And that was the message that resonated with audiences.

5. Mercedes-Benz’s “Moving Forward”

Audacious ideas can seize attention and create lasting impact. This ad from Miller Lite shook up the light beer market by featuring masculine models drinking their beer. The commercial features a fun story starring Antonio Banderas and his daughter. It’s a great example of how advertising can be used to promote social change and positive messaging. It has the feel of a blockbuster film.

6. Nissan’s “Future Is Now”

This ad is both polarising and memorable. It uses a heart-warming story to deliver a message of equality that resonates with viewers. Many of the best advertisements are praised not just for their creativity but also for their ability to stand out and leave a lasting impact. Whether it be through humor, emotion or weirdness, these ads have become true works of art.

7. P&G’s “It’s All in Your Head”

Some advertisements are so powerful, they transcend marketing and become true works of art. This campaign, featuring Academy Award-winning actor Steve Carell and Grammy-nominated artist Cardi B is no exception. The best video ads make you feel something – be it humour, a tug at your heartstrings or a weird sensation. This campaign from IRN-BRU gets all three right and is sure to leave an impression on viewers long after the ad ends.

8. Sony’s “Crossing The Chasm”

Clocking in at five minutes, this ad feels more like a captivating short film than a commercial. Its mesmerising animations, iconic characters, and gripping narrative make it one of the best advertisements ever. The ad cleverly subverts expectations by beginning with scenarios that would be considered funny in a cartoon and then turning them around at the end. This is a brilliant technique for getting people talking and thinking about the message.

9. Toyota’s “Crossing the Chasm”

Whether you find them humorous, weird, or heartwarming, great ads capture our attention and leave a lasting impression. Many go on to become part of our culture, inspiring new campaigns and influencing how we view marketing. This ad by German supermarket Edeka tugs at our heartstrings and spreads a meaningful message. It also uses humour and iconic characters to make the ad memorable.

10. Nike’s “Swoosh”

Nike’s Swoosh is more than just a logo – it’s a cultural icon. From the court to the streets, this mark walked its way into the hearts of athletes and sneakerheads alike. Originally designed by Carolyn Davidson for $35, the logo’s simple, curved lines encapsulate momentum and triumph. The design was later updated with a stylish Futura Bold font, which added a sense of geometry and determination to the mark.

What’s Next?

Whether tugging at your heart strings, making you laugh or simply taking you to another place, the best advertisements grab our attention and stay with us. From Apple's "1984" to witty celebrity spots, these ads have a place in history.