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Ads that live in our mind rent-free.

The ads that moved into our heads and never left. Scroll to fly through them, tap any one to watch it, and let the best ideas move into yours.

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The whole collection

214 ads and counting. Tap any one to watch it and see why it works. Filters live at the bottom.

The apple.com hero for iPhone Duo: "iPhone Duo. Hello, hello." above a foldable iPhone held open in two hands.No. 001LaunchHello, hello.Apple2026, GlobalA still from Heinz Draw Ketchup: hands holding up a clipboard with a hand drawn sketch of a Heinz ketchup bottle.No. 007DigitalDraw ketchup.Heinz2021, CanadaThe four Underdogs colleagues from Apple's work film standing together under the title The Underdogs, one holding an iPad.No. 014FilmThe UnderdogsApple2020, GlobalA hand covering an iPhone face down on a table between the words Privacy and matters, from Apple's 2019 Privacy. That's iPhone. campaign.No. 018TaglinePrivacy. That's iPhone.Apple2019, GlobalA frame from the IKEA Buy with your time case film: a Dubai highway interchange with a shopper's travel time to the store shown as payment.No. 022StuntBuy with your time.IKEA2019, UAEA still from the 2018 Tide Super Bowl ad: friends laughing on a beach in what looks like a beer ad, everyone in perfectly clean clothes, so it is a Tide ad.No. 026FilmIt's a Tide ad.Tide2018, USA frame from The New York Times film The Truth Is Hard: black text on white reading The truth is we need a full investigation of Russian ties.No. 031FilmThe truth is hard.The New York Times2017, USPatagonia's homepage in December 2017: white serif text reading The President Stole Your Land on a plain black screen above a short note on the Bears Ears and Grand Staircase-Escalante cuts.No. 037DigitalThe President Stole Your Land.Patagonia2017, USA wall of colourful Spotify Wrapped share cards listing top artists, songs and minutes listened.No. 043DigitalSpotify WrappedSpotify2016, GlobalTwo hikers looking out over a misty forested valley, from a news report on REI closing its stores on Black Friday for #OptOutside.No. 047Stunt#OptOutsideREI2015, USMisty Copeland on pointe in a bright empty ballet studio in the Under Armour I Will What I Want film.No. 053FilmI will what I want.Under Armour2014, USThe opening shot of the Volvo Trucks Epic Split film: Jean-Claude Van Damme, arms crossed, standing between the mirrors of two reversing trucks at sunrise.No. 057FilmWhat you see is a body crafted to perfection.Volvo Trucks2013, GlobalA still from Nike Find Your Greatness: a boy jogging alone down a country road toward the camera under the words Find your greatness.No. 063FilmFind your greatness.Nike2012, GlobalFelix Baumgartner standing on the step of the Red Bull Stratos capsule above the curve of the Earth, before his 2012 supersonic freefall.No. 068StuntRed Bull StratosRed Bull2012, GlobalThe stop motion farmer and his wife beside a small pig in a green field in Chipotle's Back to the Start.No. 072FilmCultivate a better world.Chipotle2011, USA young man smiling down at an iPhone 4 during a FaceTime call in Apple's 2010 iPhone 4 FaceTime ad.No. 078LaunchThis changes everything. Again.Apple2010, GlobalThe Google search results page that opens Parisian Love, with the query AA120 typed into the search box.No. 084FilmSearch on.Google2009, USA frame from the Whopper Sacrifice case film: a Facebook profile photo burning in flames above a counter reading 42089 friends have been sacrificed.No. 089DigitalWhopper SacrificeBurger King2009, USA Blendtec blender jar mid blend in the Will It Blend iPhone episode, the phone breaking up inside it.No. 097DigitalWill it blend? That is the question.Blendtec2006, USThousands of coloured rubber balls bouncing down a San Francisco street past wooden houses in the 2005 Sony Bravia Balls ad.No. 102FilmColour like no other.Sony2005, UKA 2003 iPod silhouettes poster: a black dancing figure with white earbuds and a white iPod against a bright yellow background.No. 110OutdooriPod. Mac or PC.Apple2003, USThe discarded lamp from the 2002 IKEA Lamp ad, lying in the rain on the street seen through a window at night.No. 119FilmMany of you feel bad for this lamp.IKEA2002, USBlack and white still from the 1999 Guinness Surfer advert: surfers ride a huge wave as white horses burst through the surf.No. 131FilmGood things come to those who wait.Guinness1999, UKBlack and white footage of Mahatma Gandhi from Apple's 1997 Think different commercial.No. 136FilmThink different.Apple1997, USA frame from a 1997 HBO It's not TV. It's HBO. promo: Bette Midler in a mermaid costume above the title Bette Midler in Concert: Diva Las Vegas.No. 142TaglineIt's not TV. It's HBO.HBO1996, USStill from the 1993 Got milk? Aaron Burr spot: a man on the phone struggling to speak through a mouthful of peanut butter.No. 149FilmGot milk?California Milk Processor Board1993, USStill from Nike's first Just do it commercial in 1988: 80 year old runner Walt Stack smiling, shirtless.No. 155TaglineJust do it.Nike1988, USStill from the 1984 Wendy's TV spot: Clara Peller and two other elderly women at a counter staring at a huge bun under a Home of the Big Bun sign.No. 163FilmWhere's the beef?Wendy's1984, USThe Absolut Perfection print ad: the clear Absolut vodka bottle lit in a white spotlight on black with a glowing halo above it and the headline ABSOLUT PERFECTION. along the bottom.No. 171PrintAbsolut Perfection.Absolut1981, USStill from a 1978 Pepsi Challenge commercial: a crowd watches a woman taste unmarked colas under the caption The Pepsi Challenge in Waco, Texas.No. 175StuntTake the Pepsi Challenge.Pepsi1975, USStill from a Cadbury's Smash advert: a laughing metal Martian robot with a big round blue head.No. 180FilmFor mash get Smash.Cadbury's Smash1974, UKStill from the 1971 Coca-Cola Hilltop commercial: young singers on a sunlit hill, one holding a Coke bottle.No. 185FilmI'd like to buy the world a CokeCoca-Cola1971, GlobalBlack and white still from the 1969 Coca-Cola It's the real thing commercial: a smiling woman with her hair up.No. 189TaglineIt's the real thing.Coca-Cola1969, USA black and white frame of a Volvo being driven hard down a rough country road, from the Drive it like you hate it campaign.No. 195PrintDrive it like you hate it.Volvo1962, USThe 1959 Rolls-Royce print ad: a dark Silver Cloud parked outside a white building, above the headline At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock and numbered copy.No. 199Print"At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock"Rolls-Royce1958, USStill from a 1969 Kentucky Fried Chicken commercial: Colonel Sanders in his white suit beside a young woman.No. 203TaglineIt's finger lickin' good.KFC1956, USBlack and white still from the 1997 De Beers A diamond is forever commercial: shadows of a couple cast across a stairway.No. 207TaglineA diamond is forever.De Beers1948, USTwo sets of red Burma-Shave signs with white lettering, each verse split across six boards and ending with the Burma Shave logo.No. 211OutdoorShaving brushes / You'll soon see 'em / On a shelf / In some museum / Burma-ShaveBurma-Shave1925, USWaterfield Advisors' UHNW Event Calendar shown on a desktop, laptop, tablet and phones beside the title The UHNW Event Calendar.No. 002Digital2026 Events Calendar for the Ultra-WealthyWaterfield Advisors2025, IndiaA frame from the CRED film: Rahul Dravid leans out of his car window in Bengaluru traffic, shouting, his fist raised at a side mirror.No. 010FilmIndiranagar ka gunda hoon main!I'm the goon of Indiranagar!CRED2021, IndiaThe November 2016 Paytm newspaper ad: the Paytm logo congratulating Prime Minister Narendra Modi above his photo and the line Ab ATM nahin, #PaytmKaro!No. 041StuntPaytm karo.Just Paytm it.Paytm2016, IndiaA frame from the Google Search Reunion film: the granddaughter stands at a door on the phone, a laptop on the table beside her.No. 059FilmReunionGoogle Search2013, IndiaA frame from the Mahindra Rise film You Live Young, You Live Free: five friends throw their arms up on a green hilltop under a cloudy sky.No. 075TaglineRise.Mahindra2011, IndiaA frame from the Idea caste war film: Abhishek Bachchan as a village headman in a turban and white kurta.No. 091FilmWhat an idea, Sirji!Idea Cellular2008, IndiaA frame from the Happydent White palace film: a man dressed as a glittering chandelier, one of the human lights of the maharaja's palace.No. 100FilmHappydent White, Chewing Gum.Happydent White2006, IndiaA frame from a Cadbury Dairy Milk Kuch meetha ho jaaye film: a young woman at a bus stop takes a bite of Dairy Milk beside a young man.No. 107TaglineKuch meetha ho jaaye.Let's have something sweet.Cadbury Dairy Milk2004, IndiaA shoot for the Kingfisher Calendar 2020: a model in a pink swimsuit poses on a beach as the crew works under a striped umbrella.No. 115PrintThe King of Good Times.Kingfisher2003, IndiaA frame from an Incredible India television commercial: a traveller watches intently beside an Indian man in warm light.No. 122LaunchIncredible !ndiaIncredible India2002, IndiaA frame from the original Bajaj Pulsar Definitely male film: three women laugh on a seaside balcony.No. 126LaunchDefinitely male.Bajaj Pulsar2001, IndiaA boy and a girl sharing a glass of milk through two straws, from the NDDB Wonderful doodh TV ad.No. 140TaglineDoodh doodh doodh doodh, wonderful doodh, piyo glassful doodh.Milk, milk, milk, wonderful milk, drink a glassful of milk.National Dairy Development Board1996, IndiaA frame from the Hamara Bajaj film: a man hugs a small child beside a Bajaj scooter.No. 152FilmBuland Bharat ki buland tasveer. Hamara Bajaj.The proud picture of a proud India. Our Bajaj.Bajaj1989, IndiaA laughing little girl hugging a jug of orange Rasna, from a 1989 I love you Rasna TV ad.No. 161TaglineI love you Rasna.Rasna1985, IndiaA frame from an old Doordarshan Vicks cough drops film: two schoolgirls in blue uniforms chat at a classroom desk.No. 168FilmVicks ki goli lo, khich khich door karo.Take a Vicks drop, clear the tickle in your throat.Vicks Cough Drops1982, IndiaAn early Amul butter hoarding: the Amul girl in a pink frock with hands folded in prayer beside the line Give us this day our daily bread: with Amul Butter, signed utterly butterly delicious next to a pack of Amul butter.No. 191TaglineUtterly Butterly Delicious.Amul1966, India
Apple Vision Pro launch image: the visionOS App Store floating as a window in a softly lit living room.No. 004LaunchWelcome to the era of spatial computing.Apple2023, GlobalThe green Duo owl mascot costume in a crowd, from an NBC News segment on Duolingo's viral owl.No. 011DigitalDuo, the unhinged owlDuolingo2021, GlobalApple's building wrap in Las Vegas during CES 2019: the back of a black iPhone beside the words What happens on your iPhone, stays on your iPhone. apple.com/privacy.No. 015OutdoorWhat happens on your iPhone, stays on your iPhone.Apple2019, USA close up of a teenage boy's face from Gillette's 2019 film We Believe: The Best Men Can Be.No. 019FilmThe best men can be.Gillette2019, USThe Whopper Detour case board: an orange layout with the Whopper Detour badge, app screens of the one cent Whopper offer and headlines about turning McDonald's restaurants into Burger Kings.No. 023DigitalThe Whopper Detour.Burger King2018, USA McDonald's Follow the Arches billboard above a Toronto street: a cropped section of the golden arches on red with the words on your left.No. 027OutdoorFollow the arches.McDonald's2018, CanadaThe illustrated Did You Mean MailChimp campaign art, crowded with the misspelled spin offs such as JailBlimp and FailChips.No. 032DigitalDid you mean Mailchimp?Mailchimp2017, USA frame from Google's 2017 Year in Search film: a runner in a city marathon carrying a flag, surrounded by other runners.No. 038FilmYear in SearchGoogle2017, GlobalA McDonald's poster with no logo and no words: a red fries carton spilling a few fries on a flat blue background.No. 044OutdoorNo logo. No words. Just fries.McDonald's2016, GlobalA still from the Always Like a Girl film: a girl on the set, listening to the question about what doing something like a girl means.No. 050FilmLet's make #LikeAGirl mean amazing things.Always2014, USAn Oatly digital billboard against a blue sky with the line It's like milk but made for humans beside a carton of Oat Drink.No. 054TaglineIt's like milk but made for humans.Oatly2014, SwedenThe Oreo tweet image from the 2013 Super Bowl blackout: a single Oreo in a pool of light on a dark background with the words You can still dunk in the dark.No. 058DigitalYou can still dunk in the dark.Oreo2013, USThe cast of cartoon characters from Metro Trains Melbourne's Dumb Ways to Die lined up together on a beige background.No. 064FilmDumb ways to die, so many dumb ways to die.Metro Trains Melbourne2012, AustraliaPatagonia's Don't Buy This Jacket ad as it ran in The New York Times on Black Friday 2011, a folded newspaper page with the headline over a grey fleece jacket.No. 069PrintDon't buy this jacket.Patagonia2011, USA small child in a Darth Vader costume trying to use the Force on a doll in a bedroom, from the 2011 Volkswagen spot The Force.No. 074FilmThe ForceVolkswagen2011, USA crowd of fans running through a street outside an electronics shop in Nike's 2010 World Cup film Write the Future.No. 079FilmWrite the future.Nike2010, GlobalAleksandr Orlov the meerkat sitting at his desk in a grand study in the first Compare the Meerkat ad from 2009.No. 085FilmSimples.Compare the Market2009, UKThe 2008 MacBook Air ad: the thin laptop sliding out of a manila interoffice envelope on a white background.No. 090LaunchThe world's thinnest notebook.Apple2008, USJustin Long as Mac and John Hodgman as PC standing side by side on the plain white set of a Get a Mac ad.No. 098FilmHello, I'm a Mac.Apple2006, USThe Subservient Chicken, a man in a chicken suit, spreading his arms in a living room in Burger King's 2004 campaign.No. 106DigitalGet chicken just the way you like it.Burger King2004, USTwo Honda engine parts rolling across a wooden floor at the start of the chain reaction in the 2003 Honda Cog ad.No. 111FilmIsn't it nice when things just work?Honda2003, UKStill from Apple's 2001 iPod commercial: a hand holding the first white iPod with its earphones plugged in.No. 127Launch1,000 songs in your pocket.Apple2001, GlobalAn American Express Centurion card invitation set laid out on a wooden floor: a black presentation box, welcome booklets and letters.No. 132LaunchBy invitation only.American Express1999, USStill from the 1997 Mastercard Priceless spot: a boy at a baseball game holding a ball, his father's hands beside him.No. 137FilmPriceless.Mastercard1997, USStill from a 1995 Ronseal advert: a man in a plain living room about to explain the product.No. 145TaglineDoes exactly what it says on the tin.Ronseal1994, UKStill from Tesco's 1993 Every little helps advert: a woman in a yellow coat beside a bench under autumn trees.No. 150TaglineEvery little helps.Tesco1993, UKThe Economist poster: white serif type on the magazine's red reading "I never read The Economist." with the line Management trainee. Aged 42. beneath.No. 156Outdoor"I never read The Economist."The Economist1988, UKStill from Apple's 1984 Macintosh commercial: rows of grey shaven headed workers seated in a bleak hall facing a screen.No. 164LaunchOn January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like "1984".Apple1984, USThe 1981 Lego print ad: a red haired girl in a striped T shirt holding up her own colourful Lego build above the headline What it is is beautiful.No. 172PrintWhat it is is beautiful.Lego1981, USStill from a 1983 Miller Lite Tastes great, less filling commercial: a former ballplayer pitching in a softball game beside a Lite beer sign.No. 176FilmTastes great. Less filling.Miller Lite1975, USStill from a 1982 Carlsberg advert: a man drinking a pint of lager in red light.No. 181TaglineProbably the best lager in the world.Carlsberg1973, UKStill from the 1971 McDonald's You deserve a break today commercial: a crew in white uniforms and paper hats singing outside a McDonald's.No. 186FilmYou deserve a break todayMcDonald's1971, USBlack and white still from a 1960s Beanz Meanz Heinz commercial: a can of Heinz oven baked beans.No. 190TaglineBeanz Meanz HeinzHeinz1967, UKThe Volkswagen Lemon print ad: a spotless black Beetle filling the page above the one word headline Lemon. and three columns of copy.No. 196PrintLemon.Volkswagen1960, USStill from the 1993 Kit Kat Thunderbirds advert: a puppet pilot reclines with a Kit Kat under the words Have a break.No. 200TaglineHave a break, have a Kit Kat.Kit Kat1957, UKStill from a 1959 M&M's Not in your hand commercial: a smiling young girl in a beret.No. 204TaglineMelts in your mouth, not in your hand.M&M's1954, USAn old enamel Guinness sign on a pebbledash wall reading GUINNESS IS GOOD FOR YOU above the Guinness's Extra Stout label and the words Gives you strength.No. 208TaglineGuinness is good for youGuinness1929, UKStill from a 1976 Maxwell House Last Drop commercial: an elderly woman holding up a can of Maxwell House coffee.No. 212TaglineGood to the last drop.Maxwell House1915, USZomato's illustration for Swiggy's listing day: a Zomato rider and a Swiggy rider, arms round each other, look up at the Bombay Stock Exchange ticker reading Now listed: Swiggy.No. 003DigitalYou and I... In this beautiful world.Zomato2024, IndiaA Zomato push notification on a phone reading Are you Santa? No? Then you shouldn't be too busy to have breakfast today. Tap to order.No. 028DigitalThe push notification as copywritingZomato2018, IndiaA frame from the Nike Da Da Ding film: a woman runner in silhouette against a sunset sky over the sea.No. 042FilmDa Da DingNike2016, IndiaA frame from the Tanishq remarriage film: the groom and family gather around the wedding mandap in a garden ceremony.No. 060FilmRemarriageTanishq2013, IndiaA frame from the Maruti Suzuki Kitna deti hai yacht film: a man in a white hat and sunglasses stands in front of a yacht.No. 080FilmKitna deti hai?How much does it give?Maruti Suzuki2010, IndiaA frame from a Kurkure Tedha hai par mera hai film: Juhi Chawla in a red cap and waistcoat as the quirky Punjabi housewife.No. 092TaglineTedha hai par mera hai.It's crooked, but it's mine.Kurkure2008, IndiaA frame from the Cadbury Dairy Milk Pappu pass ho gaya film: a garlanded man bites into a bar of Dairy Milk as an older man in a woollen cap laughs beside him.No. 103FilmPappu pass ho gaya!Pappu has passed!Cadbury Dairy Milk2005, IndiaA frame from the Hutch network film: the pug stands on a rocky path, following a small boy whose legs are in frame.No. 112FilmWherever you go, our network follows.Hutch2003, IndiaA frame from the Hero Honda Desh ki dhadkan TV ad: a crowd of village elders in white turbans gathered around a motorcycle.No. 117TaglineDesh ki dhadkan.The heartbeat of the nation.Hero Honda2003, IndiaA Thums Up bottle in a splash of cola beside the Thums Up logo and the line Taste the Thunder.No. 123TaglineTaste the thunder.Thums Up2002, IndiaA frame from an LIC Zindagi ke saath bhi, zindagi ke baad bhi film: a boy in a helmet beams as he rides his bicycle.No. 129TaglineZindagi ke saath bhi, zindagi ke baad bhi.With you in life, and after it.LIC1999, IndiaAmitabh Bachchan at a Pulse Polio booth holding a vaccine carrier, from the Do boond zindagi ki campaign.No. 143TaglineDo boond zindagi ki.Two drops of life.Pulse Polio1995, IndiaA frame from the 1988 Doordarshan film Mile sur mera tumhara: a woman in a sari sings among green leaves.No. 154FilmMile sur mera tumhara, toh sur bane hamara.When my note meets yours, it becomes our note.Doordarshan1988, IndiaA frame from the 1980s Surf film: Kavita Chaudhary as Lalitaji, a homemaker in a white sari, speaking to camera.No. 162FilmSurf ki kharidari mein hi samajhdari hai.The smart buy is buying Surf.Surf1984, IndiaA smiling woman in front of the Gateway of India and the Taj hotel in Mumbai, from a classic Washing Powder Nirma TV ad.No. 170TaglineWashing powder Nirma, washing powder Nirma. Doodh si safedi, Nirma se aayi.Washing powder Nirma. Milk-like whiteness came with Nirma.Nirma1982, IndiaA frame from an old Doordarshan Lifebuoy film: young men play hockey on a dusty field.No. 192FilmTandurusti ki raksha karta hai Lifebuoy.Lifebuoy protects your health.Lifebuoy1964, India
The Barbie movie poster: Margot Robbie and Ryan Gosling lounging on a giant pink Barbie B against a blue sky, with the line She's everything. He's just Ken.No. 005LaunchShe's everything. He's just Ken.Barbie2023, GlobalThe Moldy Whopper print ad: a Whopper covered in mould on black, captioned Day 28 and The beauty of no artificial preservatives under the Burger King logo.No. 012PrintThe beauty of no artificial preservatives.Burger King2020, GlobalA cartoon man holding a can of Liquid Death mountain water in a forest in the Liquid Death Hey Kids, Murder Your Thirst spot.No. 016TaglineMurder your thirst.Liquid Death2019, USA white rabbit driving a blue car in the 2019 Lego film, with the words Rebuild the world in the corner.No. 020FilmRebuild the world.Lego2019, GlobalThe KFC FCK print ad: an empty KFC bucket on a red background with the letters rearranged to read FCK above a short apology headed We're sorry.No. 024PrintFCKKFC2018, UKThe three Pass the Heinz print ads from 2017 side by side: crinkle cut fries, a rare steak on a fork and a cheeseburger, each under the line Pass the Heinz, with no ketchup in sight.No. 029PrintPass the Heinz.Heinz2017, USTwo strangers with opposing views talking face to face in Heineken's 2017 film Worlds Apart, with a subtitle on screen.No. 035FilmWorlds ApartHeineken2017, UKSpotify Thanks 2016 It's Been Weird billboards wrapped around a building corner in New York, one reading Dear person who played Sorry 42 times on Valentine's Day, what did you do?No. 039OutdoorDear person who played 'Sorry' 42 times on Valentine's Day, what did you do?Spotify2016, GlobalA frame from Apple's Introducing AirPods film: a close profile of a man wearing a white AirPod.No. 045LaunchWireless. Effortless. Magical.Apple2016, GlobalA still from Airbnb's Belong Anywhere film: guests gathered around a fire pit in a host's garden at night, with the Airbnb Belo symbol in the corner.No. 051TaglineBelong anywhere.Airbnb2014, GlobalA frame from So Yeah, We Tried Slack: a small studio team at their desks in a brick office with a Slack channel name, post-production, overlaid.No. 055FilmSo yeah, we tried Slack...Slack2014, USA frame from the Rolex Oyster Perpetual Milgauss spot with Roger Federer: Federer in a blue shirt waving to the crowd at the Australian Open.No. 061TaglineA crown for every achievement.Rolex2013, GlobalThe three little pigs sitting in the dock of a courtroom in The Guardian's 2012 Three Little Pigs ad.No. 065FilmThe whole picture.The Guardian2012, UKCoca-Cola bottles with first names printed on the labels in the Share a Coke campaign film.No. 070LaunchShare a Coke.Coca-Cola2011, AustraliaThe 2010 Old Spice film: Isaiah Mustafa, shirtless with a towel, standing in a bathroom shower at the start of the spot.No. 076FilmThe man your man could smell like.Old Spice2010, USStudents crowding around the Coca-Cola Happiness Machine on a college campus as it hands out a pizza and more.No. 082StuntHappiness MachineCoca-Cola2010, USCommuters climbing a Stockholm subway staircase painted as piano keys beside an empty escalator, from Volkswagen's Fun Theory.No. 086StuntThe Fun TheoryVolkswagen2009, SwedenA still from the 2007 Apple iPhone Hello ad: Michael Douglas as Gordon Gekko answering a phone, one of the film clips of people saying hello.No. 093LaunchHello.Apple2007, USThe retouched model's face on a computer screen in Photoshop at the end of Dove Evolution.No. 099FilmNo wonder our perception of beauty is distorted.Dove2006, CanadaThe Economist's red billboard with a real lightbulb that switches on as people walk beneath it, on a street in London.No. 108OutdoorLightbulbThe Economist2004, UKA startled workman in a hi vis vest in the Specsavers ad Out of Order, with the Specsavers logo in the corner.No. 116TaglineShould've gone to Specsavers.Specsavers2003, UKA frame from the truth Body Bags spot: a teenager shouts through a megaphone outside a tobacco company headquarters, a pile of white body bags behind him.No. 128StuntBody Bagstruth2000, USA black and white frame from PlayStation's Double Life: a shirtless young man sitting alone on a bench beside a helmet.No. 133FilmFor years, I've lived a double life.PlayStation1999, UKStill from a 1997 Marmite Love it or hate it advert: a woman in a Marmite T shirt offers toast to a crowd.No. 139TaglineLove it or hate it.Marmite1996, UKThe 1994 Wonderbra poster: Eva Herzigova in a black Wonderbra looking down at her cleavage, beside the words HELLO BOYS. and a yellow The one and only Wonderbra tag.No. 146OutdoorHello Boys.Wonderbra1994, UKStill from a 1990s Intel Inside commercial: a camera flies down a long corridor of glowing circuit shelves inside a computer.No. 151TaglineIntel Inside.Intel1991, GlobalA frame from the Red Bull Rooster cartoon: a hand drawn hen in a coop doorway as a rooster and hens look on, in the brand's sketchy cartoon style.No. 157TaglineRed Bull gives you wings.Red Bull1987, AustriaStill from the Yellow Pages J. R. Hartley advert: the elderly author talking in a second hand bookshop.No. 166FilmFly Fishing by J. R. Hartley.Yellow Pages1983, UKEnd frame of a 1981 Federal Express commercial: a Federal Express jet and van under the line When it absolutely, positively has to be there overnight.No. 173TaglineWhen it absolutely, positively has to be there overnight.Federal Express1978, USRoger Daltrey holding up an American Express card in a field, from a Don't leave home without it TV ad.No. 177TaglineDon't leave home without it.American Express1975, USA green Pong style video game with a pint of Heineken as one of the paddles, from a 1977 Heineken Refreshes the parts other beers cannot reach ad.No. 182TaglineRefreshes the parts other beers cannot reach.Heineken1973, UKThe Health Education Council poster: a black and white photo of a young man with a pregnant belly, hand on his back, above the line Would you be more careful if it was you that got pregnant?No. 187PrintWould you be more careful if it was you that got pregnant?Health Education Council1970, UKStill from a 1966 Lay's commercial: Bert Lahr in a beret and ruff, grinning.No. 193TaglineBetcha can't eat just one.Lay's1963, USThe Volkswagen Think small print ad: a tiny Beetle in the top left of an almost empty grey page, with the headline and three columns of copy at the bottom.No. 197PrintThink small.Volkswagen1959, USBlack and white still from the 1957 Miss Clairol Does she or doesn't she? TV commercial: a smiling woman with styled hair and pearls touching her temple.No. 201PrintDoes she... or doesn't she?Clairol1956, USThe 1951 Hathaway print ad: a moustached man with a black eye patch, white shirt and tie, hands on hips in a tailor's shop, above the headline The man in the Hathaway shirt.No. 205PrintThe man in the Hathaway shirtHathaway1951, USA 1930s Coca-Cola magazine ad: a woman in a hat sipping Coca-Cola at a soda fountain under the headline "The good old pause that refreshes" and the red Drink Coca-Cola disc.No. 209TaglineThe pause that refreshes.Coca-Cola1929, USEnd frame of a 1969 Morton Salt commercial: the umbrella girl spilling salt above the Morton Salt name.No. 213TaglineWhen it rains it pours.Morton Salt1914, USA frame from the 2021 Cadbury Dairy Milk cricket film: a woman cricketer in her team kit bites into a Dairy Milk bar as her partner leans in beside her.No. 008FilmKuch khaas haiThere is something special.Cadbury Dairy Milk2021, IndiaA frame from an AMFI Mutual Funds Sahi Hai film: a crowd of people in winter clothes gathered in a street.No. 033FilmMutual Funds Sahi Hai.Mutual funds are right.AMFI2017, IndiaA frame from the Fevikwik Todo nahin, jodo film: a bearded soldier in parade uniform kicks his boot high at a border ceremony before a crowd.No. 048FilmTodo nahin, jodo!Don't break, join!Fevikwik2015, IndiaA frame from the 2012 Thums Up Aaj kuch toofani karte hain film: a man leaps across the rooftops of a crowded city.No. 067TaglineAaj kuch toofani karte hain.Let's do something wild today.Thums Up2012, IndiaParesh Rawal glancing back over his shoulder in a Domino's India TV commercial from the Hungry kya years.No. 081TaglineHungry kya?Hungry?Domino's2010, IndiaA frame from the Tata Tea Jaago Re voter film: a crowd of young Indians, captioned If you're not voting on Election Day, you're sleeping.No. 095FilmJaago Re!Wake up!Tata Tea2007, IndiaA frame from a Surf Excel Daag achhe hain film: a small boy in cricket whites strains to push a heavy roller across a cricket ground.No. 104TaglineDaag achhe hain.Stains are good.Surf Excel2005, IndiaA frame from the Mentos Evolution film: an animated chimpanzee walks upright through a bright green forest.No. 113FilmDimag ki batti jala de.Switches on the light in your head.Mentos2003, IndiaA frame from the Fevicol bus film: a rickety bus crammed with turbaned passengers inside and on the roof crossing the Rajasthan desert, with a Fevicol sign on its back.No. 120FilmFevicol: The Ultimate Adhesive.Fevicol2002, IndiaA cook at a roadside kitchen with a hanging basket of eggs, from the Fevicol egg commercial.No. 124FilmThe Fevicol eggFevicol2002, IndiaA frame from the 1998 Pepsi Yeh dil maange more film: a close-up of Sachin Tendulkar grinning.No. 134TaglineYeh dil maange more!This heart wants more!Pepsi1998, IndiaA frame from the 1994 Cadbury Dairy Milk cricket film: the young woman hugs her cricketer partner, a Dairy Milk bar in her hand, above the Hindi line Asli swaad zindagi ka.No. 144FilmAsli swaad zindagi ka.The real taste of life.Cadbury Dairy Milk1994, IndiaAn elderly gentleman in a suit and round glasses from a Raymond The Complete Man commercial.No. 158TaglineThe Complete Man.Raymond1986, IndiaA frame from an Onida television film: the grinning horned devil mascot, lit blue and purple.No. 165TaglineNeighbour's envy, owner's pride.Onida1983, IndiaA woman under a crashing waterfall in the 1985 Liril soap commercial with Karen Lunel.No. 178FilmThe Liril waterfallLiril1975, India
The Coinbase Super Bowl ad: the bouncing QR code on a black screen, shown in each of the colours it cycled through.No. 006FilmThe bouncing QR codeCoinbase2022, USA split screen frame from Nike's You Can't Stop Us film: American footballers kneeling on one side matched with a team kneeling on the other.No. 013FilmYou can't stop us.Nike2020, GlobalA Hinge ad frame with the Hinge logo and the line The dating app designed to be deleted over a pink and red room.No. 017TaglineThe dating app designed to be deleted.Hinge2019, USA frame from the Burn That Ad case film: a stack of McDonald's ads on purple backgrounds, the rival ads Burger King invited people to burn.No. 021DigitalBurn That AdBurger King2019, BrazilThe Nike Dream Crazy billboard above Union Square in San Francisco in 2018: Colin Kaepernick's face in black and white with the line Believe in something. Even if it means sacrificing everything.No. 025PrintBelieve in something. Even if it means sacrificing everything.Nike2018, USA close up of the bronze Fearless Girl statue on Wall Street, her chin raised, from State Street Global Advisors' case film.No. 030StuntKnow the power of women in leadership. SHE makes a difference.State Street Global Advisors2017, USA frame from the Introducing Superhuman film: the Superhuman inbox window glowing on a dark background with a desert canyon photo behind it.No. 036LaunchThe fastest email experience ever made.Superhuman2017, USAn excavator digging the Holiday Hole in a muddy field for Cards Against Humanity's 2016 Black Friday stunt.No. 040StuntHole got dug.Cards Against Humanity2016, USA Shot on iPhone 6 billboard in Los Angeles under a stormy sky, showing a photograph of a man walking down a long corridor.No. 046OutdoorShot on iPhone 6.Apple2015, GlobalHands resting either side of the 2015 IKEA catalogue on a white table in the Experience the power of a bookbook ad.No. 052FilmExperience the power of a bookbook.IKEA2014, SingaporeA still from Dove Real Beauty Sketches: a woman stands alone in a sunlit loft studying pairs of forensic sketch portraits hung on easels.No. 056FilmYou are more beautiful than you think.Dove2013, GlobalMichael Dubin, founder of Dollar Shave Club, leaning on a forklift in a warehouse in the 2012 launch video.No. 062LaunchOur blades are f***ing great.Dollar Shave Club2012, USA man in a tan jacket talking to camera in a warehouse in a Who Gives A Crap toilet paper ad.No. 066LaunchToilet paper that builds toilets.Who Gives A Crap2012, AustraliaA snowy suburban street of houses at Christmas in the John Lewis 2011 ad The Long Wait.No. 071FilmFor gifts you can't wait to give.John Lewis2011, UKBetty White, muddy and shouting, on a football field in the 2010 Snickers Super Bowl ad.No. 077FilmYou're not you when you're hungry.Snickers2010, USTwo Domino's employees in blue aprons standing in a test kitchen in the 2009 Domino's Pizza Turnaround documentary ad.No. 083FilmOh yes we did.Domino's2009, USA frame from a Southwest Bags fly free TV spot: a man in sunglasses and a Hawaiian shirt at an airport check in hall.No. 088TaglineBags fly free.Southwest Airlines2009, USA close up of the gorilla from the 2007 Cadbury Dairy Milk Gorilla ad, sitting at the drum kit before the drums come in.No. 094FilmA glass and a half full of joy.Cadbury2007, UKThe Most Interesting Man in the World seated at a bar table with two women and bottles of Dos Equis.No. 101FilmI don't always drink beer. But when I do, I prefer Dos Equis.Dos Equis2006, USThe GEICO gecko in an office, gesturing as he explains where 15 minutes could save you 15% came from.No. 109Tagline15 minutes could save you 15% or more on car insurance.GEICO2004, USA frame from the Las Vegas Transformation spot: a young man in a loud shirt walks past a crowded hotel pool party.No. 118TaglineWhat happens here, stays here.Las Vegas2003, USStill from Budweiser's 1999 Whassup commercial: a man on the sofa with a Budweiser, tongue out mid Whassup on the phone.No. 130FilmWhassup?Budweiser1999, USA Bondi blue iMac G3 with its keyboard and mouse on a plain white background, from Apple's 1998 Beige commercial.No. 135PrintSorry, no beige.Apple1998, USThe Patek Philippe Generations print ad: a father and son doing homework together in black and white above the line You never actually own a Patek Philippe. You merely look after it for the next generation.No. 141PrintYou never actually own a Patek Philippe. You merely look after it for the next generation.Patek Philippe1996, GlobalA 1996 Skittles TV spot: a rainbow arcing over a cabin by a lake, with the line taste the rainbow beside a Skittles pack.No. 147TaglineTaste the rainbow.Skittles1994, USStill from a 1989 Energizer commercial: two women having coffee on a sofa as the pink Energizer Bunny drums into the right of the frame.No. 153FilmNothing outlasts the Energizer.Energizer1989, USNick Kamen in a launderette loading his clothes into a washing machine, from the 1985 Levi's 501 Launderette commercial.No. 160FilmLaunderetteLevi's1985, UKStill from a 1983 Audi Vorsprung durch Technik advert: a red Audi seen from above, speeding past a blur of autumn trees.No. 169TaglineVorsprung durch TechnikAdvancement through technologyAudi1982, UKA glass of fizzing Alka-Seltzer under the words Oh, what a relief it is, from the 1976 TV commercial.No. 174TaglinePlop, plop, fizz, fizz, oh what a relief it is.Alka-Seltzer1976, USEnd frame of a 1983 BMW commercial: the BMW roundel above the line The ultimate driving machine.No. 179TaglineThe ultimate driving machine.BMW1974, USStill from the 1973 L'Oreal Because you're worth it commercial: a woman with long auburn hair in a garden.No. 184TaglineBecause I'm worth it.L'Oréal1971, USThe 1969 Volkswagen print ad: a black and white photo of the Apollo lunar module on a dark ground above the line It's ugly, but it gets you there. and the VW roundel.No. 188PrintIt's ugly, but it gets you there.Volkswagen1969, USThe Avis print ad on cream paper: the headline Avis is only No.2 in rent a cars. So why go with us? above a hand making a V sign and copy beginning We try harder.No. 194PrintAvis is only No.2 in rent a cars. So why go with us?Avis1962, USA close up of a Mars bar wrapper in a vintage British TV advert for Mars.No. 198TaglineA Mars a day helps you work, rest and play.Mars1959, UKBlack and white still from a Timex TV torture test: a man by a water tank fitting a watch to an outboard motor beside a Timex sign.No. 202FilmTakes a licking and keeps on ticking.Timex1956, USA 1953 ad from the Maidenform dream campaign: a woman in a white Maidenform bra and pink skirt reclining in a gondola under the line I dreamed I rode in a gondola in my maidenform bra.No. 206PrintI dreamed I went shopping in my Maidenform braMaidenform1949, USBlack and white still from an early Rice Krispies commercial: cartoon elves Snap, Crackle and Pop playing piano, banjo and double bass.No. 210TaglineSnap! Crackle! Pop!Kellogg's Rice Krispies1929, USThree Tiffany & Co. boxes in robin's egg blue, two tied with white satin ribbon and one with the Tiffany & Co. wordmark on the lid.No. 214PrintThe one thing Tiffany will not sell you.Tiffany & Co.1906, USA frame from the Not just a Cadbury ad Diwali film: Shah Rukh Khan sits on a sofa in a cream kurta in a festive lit room under the Cadbury Celebrations logo.No. 009DigitalNot just a Cadbury ad.Cadbury2021, IndiaA frame from the CEAT Happy Roads film: white trucks carrying the CEAT Happy Roads logo drive along a highway.No. 034StuntHappy RoadsCEAT2017, IndiaA frame from the 2015 Amazon India Aur dikhao film: a young couple and their baby on a park bench as older people exercise behind them.No. 049FilmAur dikhao.Show me more.Amazon India2015, IndiaA frame from the Airtel friendship film: young people sing in a packed hall, captioned Lekin har ek friend zaroori hota hai.No. 073FilmHar ek friend zaroori hota hai.Every friend matters.Airtel2011, IndiaWhite egg shaped ZooZoo characters on a wall and the ground in a 2009 Vodafone IPL commercial.No. 087FilmZooZoosVodafone2009, IndiaA frame from a Center Fresh Zubaan pe lagaam film: a surgeon talks in the operating theatre while his team looks on.No. 096TaglineZubaan pe rakhe lagaam.Keeps your tongue in check.Center Fresh2007, IndiaA frame from a Jago Grahak Jago government film: a woman in a sari explains a point to a young man outdoors.No. 105FilmJago Grahak Jago.Wake up, consumer, wake up.Ministry of Consumer Affairs2005, IndiaA frame from a Thanda matlab Coca-Cola film: Aamir Khan in a woollen cap as a mountain guide, captioned Careful Sir, that's a tiger.No. 114FilmThanda matlab Coca-Cola.Cold drink means Coca-Cola.Coca-Cola2003, IndiaA frame from an Asian Paints Har ghar kuch kehta hai film: a young woman stands in a warmly painted living room with red lamps.No. 121TaglineHar ghar kuch kehta hai.Every home says something.Asian Paints2002, IndiaA mother doing her daughter's hair before school in a Tata Salt Desh ka namak commercial.No. 125TaglineDesh ka namak.The salt of the nation.Tata Salt2002, IndiaA frame from the 1996 Pepsi Nothing official about it film: a cricketer swings a bat in a ruined building as boys watch.No. 138StuntNothing official about it.Pepsi1996, IndiaUstad Zakir Hussain and a young tabla player sipping tea in front of the Taj Mahal, from the 1990 Wah Taj commercial.No. 148TaglineWah Taj!Wow, Taj!Taj Mahal Tea1994, IndiaA frame from the 1985 Hero Honda CD100 film: a young Salman Khan in a white jacket and black tie sings astride the motorcycle.No. 159TaglineFill it. Shut it. Forget it.Hero Honda1985, IndiaPacks of Maggi 2 Minute Noodles from an old Indian TV commercial.No. 167LaunchBas do minute!Just two minutes!Maggi1983, IndiaAn orange Kinetic Luna moped on a plain background with Hindi copy, from a classic Luna TV ad.No. 183TaglineChal meri Luna.Go, my Luna.Kinetic Luna1972, India

The cheat sheet

214 ads. 214 lessons. One page.

Every ad here did one thing better than anyone before it. We boiled each one down to a single rule you can use in your next brief. Stuck on a problem? Scan the list, find the rule that fits, and tap it to see the ad that taught it.

  1. Pick a rule that fits the problem on your desk.
  2. Open the ad behind it and see the rule at work.
  3. Steal the thinking, never the execution.
  1. Let the shape of the line be the product.Apple, 2026
  2. Publish what your audience loves, not what you sell.Waterfield Advisors, 2025
  3. Congratulate your rival in public.Zomato, 2024
  4. Name the category so you are not compared in one.Apple, 2023
  5. Own one colour so completely the world advertises for you.Barbie, 2023
  6. Make the ad a button, not a story.Coinbase, 2022
  7. Ask a neutral question your brand is the answer to.Heinz, 2021
  8. Flip one detail in a famous memory to make a point.Cadbury Dairy Milk, 2021
  9. Lend your biggest asset to the people who sell you.Cadbury, 2021
  10. Cast a celebrity directly against their reputation.CRED, 2021
  11. Play the character your users already joke about.Duolingo, 2021
  12. Show the ugly evidence that proves your claim.Burger King, 2020
  13. Make the edit itself say the line.Nike, 2020
  14. Write a story where every feature is a plot point.Apple, 2020
  15. Write a line that only works where it hangs.Apple, 2019
  16. In a commodity category, sell the attitude, not the product.Liquid Death, 2019
  17. Make the customer leaving the proof you worked.Hinge, 2019
  18. Claim a value your rivals’ business model cannot.Apple, 2019
  19. Edit your own famous line to show you changed.Gillette, 2019
  20. Sell the skill the product builds, not the product.Lego, 2019
  21. Turn your competitor's ads into your coupons.Burger King, 2019
  22. Turn your customer's biggest complaint into currency.IKEA, 2019
  23. Use the market leader’s footprint as your media plan.Burger King, 2018
  24. Apologise in the words your customers are already using.KFC, 2018
  25. Let the messenger be the proof of the message.Nike, 2018
  26. Make your audience see you in everyone else’s ads.Tide, 2018
  27. Test how little of your logo still reads as you.McDonald's, 2018
  28. Write the dullest message you send like an ad.Zomato, 2018
  29. If you own the category, leave yourself out.Heinz, 2017
  30. Change the meaning of a landmark that already exists.State Street Global Advisors, 2017
  31. Let one word change meaning every time it repeats.The New York Times, 2017
  32. Turn your weakness into the game.Mailchimp, 2017
  33. Answer the doubt, not the product spec.AMFI, 2017
  34. Fix the problem your category causes.CEAT, 2017
  35. Show what your product does between people, not in a glass.Heineken, 2017
  36. Make onboarding personal. Make getting in feel earned.Superhuman, 2017
  37. Spend your most valuable space on what you believe.Patagonia, 2017
  38. Let your aggregate data tell everyone's story.Google, 2017
  39. Mine your data for one oddly specific human moment.Spotify, 2016
  40. Mock the ritual your category depends on.Cards Against Humanity, 2016
  41. When the moment arrives, answer it in two words.Paytm, 2016
  42. Let the edit and the music make the argument.Nike, 2016
  43. Give people their own data back as something worth posting.Spotify, 2016
  44. Remove your logo. If people still know, run it.McDonald's, 2016
  45. Use one word per objection you remove.Apple, 2016
  46. Let the customer’s output be the ad.Apple, 2015
  47. Prove the value with a decision that costs you.REI, 2015
  48. Say your product truth on the day it matters most.Fevikwik, 2015
  49. Borrow the sentence customers say at the counter.Amazon India, 2015
  50. Find the everyday phrase that quietly does damage. Replay it.Always, 2014
  51. Sell the opposite of the category’s worst feeling.Airbnb, 2014
  52. Borrow a hotter category’s language for your humble product.IKEA, 2014
  53. Put the doubter’s words over the proof.Under Armour, 2014
  54. Reframe the incumbent with one plain, uncomfortable fact.Oatly, 2014
  55. Sound like the user recommending it, not the vendor.Slack, 2014
  56. Design the experiment so the result writes the headline.Dove, 2013
  57. Turn the spec sheet into a stunt a child would understand.Volvo Trucks, 2013
  58. Be ready to write for the moment everyone shares.Oreo, 2013
  59. Demo the product inside a story worth crying at.Google Search, 2013
  60. Cast the customer your category pretends does not exist.Tanishq, 2013
  61. Sell the product as the trophy for a milestone.Rolex, 2013
  62. Let the founder say the rude, true thing out loud.Dollar Shave Club, 2012
  63. Zig on the stage everyone else zags on.Nike, 2012
  64. Wrap the warning in something people want to repeat.Metro Trains Melbourne, 2012
  65. Retell a story everyone knows to show what you do.The Guardian, 2012
  66. Make the purpose rhyme with the product.Who Gives A Crap, 2012
  67. Turn a taste into a dare.Thums Up, 2012
  68. Do the thing your tagline only promises.Red Bull, 2012
  69. Say the thing your category cannot afford to say.Patagonia, 2011
  70. Put the customer’s name where your logo was.Coca-Cola, 2011
  71. Misdirect, then reveal the real motive.John Lewis, 2011
  72. Let a borrowed lyric carry your argument.Chipotle, 2011
  73. List the types; let viewers recognise their own.Airtel, 2011
  74. Let the feature be the punchline, not the pitch.Volkswagen, 2011
  75. Unite a sprawling business with one verb.Mahindra, 2011
  76. Speak to the person who actually buys it.Old Spice, 2010
  77. Name a universal feeling and become its cure.Snickers, 2010
  78. One word can turn a sequel into a legacy.Apple, 2010
  79. Dramatise the stakes your audience already imagines.Nike, 2010
  80. Quote the first question every buyer asks.Maruti Suzuki, 2010
  81. End on a question whose answer is an order.Domino's, 2010
  82. Rig the everyday touchpoint to surprise people. Film it.Coca-Cola, 2010
  83. Read your worst reviews out loud. Then fix them.Domino's, 2009
  84. Tell the story inside your own product.Google, 2009
  85. Own a cheaper word that sounds like the expensive one.Compare the Market, 2009
  86. Change one small behaviour on camera. Let it prove your belief.Volkswagen, 2009
  87. Invent a character simple enough to explain anything.Vodafone, 2009
  88. When rivals add a fee, advertise not adding it.Southwest Airlines, 2009
  89. Make the mechanic itself spread the message.Burger King, 2009
  90. Prove the spec with an object everyone has touched.Apple, 2008
  91. Make your brand name the natural end of the sentence.Idea Cellular, 2008
  92. Make your strangest feature the emotional hook.Kurkure, 2008
  93. Introduce the new thing as the next chapter of an old one.Apple, 2007
  94. Deliver the feeling. Show the product after.Cadbury, 2007
  95. Stretch your literal benefit into a cause.Tata Tea, 2007
  96. Turn a physical product fact into social advice.Center Fresh, 2007
  97. Make the product demo a question people want answered.Blendtec, 2006
  98. Personify the comparison. Let character do the arguing.Apple, 2006
  99. Show the process that creates the lie.Dove, 2006
  100. Take your claim literally and build a world on it.Happydent White, 2006
  101. Write a line people can use as a meme template.Dos Equis, 2006
  102. When you cannot show the benefit, show the feeling of it.Sony, 2005
  103. Write the line people will say at their own good news.Cadbury Dairy Milk, 2005
  104. Say the opposite of your category, then earn it.Surf Excel, 2005
  105. Address the audience by name, then tell them to act.Ministry of Consumer Affairs, 2005
  106. Take your slogan literally and let people test it.Burger King, 2004
  107. Attach your product to a ritual that already exists.Cadbury Dairy Milk, 2004
  108. Make the passer-by the final piece of the ad.The Economist, 2004
  109. Change the jokes. Never change the promise.GEICO, 2004
  110. Strip everything back until only the signature detail remains.Apple, 2003
  111. Make the way the ad was built prove the claim.Honda, 2003
  112. Turn an invisible benefit into a creature people love.Hutch, 2003
  113. Build a format, not a single ad.Mentos, 2003
  114. Own the word customers already use for the category.Coca-Cola, 2003
  115. Make something your audience will keep for a year.Kingfisher, 2003
  116. Write a punchline people will use on each other.Specsavers, 2003
  117. Find the word that is both the product and the nation.Hero Honda, 2003
  118. Sell permission, not features.Las Vegas, 2003
  119. Build the emotion, then let the audience laugh at it.IKEA, 2002
  120. Show the impossible result, never the product doing it.Fevicol, 2002
  121. Make the product a way of saying who you are.Asian Paints, 2002
  122. Let the logo itself carry the reaction.Incredible India, 2002
  123. Make your sharpest product trait a personality.Thums Up, 2002
  124. Show the product's strength somewhere it has no right to be.Fevicol, 2002
  125. Borrow a meaning your language already gives the product.Tata Salt, 2002
  126. In a rational category, sell the attitude.Bajaj Pulsar, 2001
  127. Translate the spec into something the buyer can hold.Apple, 2001
  128. Redirect your audience's rebellion at the real villain.truth, 2000
  129. Say the hard thing gently, in a balanced line.LIC, 1999
  130. Advertise a behaviour people will copy.Budweiser, 1999
  131. Make the product's slowness a virtue.Guinness, 1999
  132. Make it impossible to apply. Let people wonder.American Express, 1999
  133. Sell who the customer becomes, not what they see.PlayStation, 1999
  134. Write in the language your audience actually speaks.Pepsi, 1998
  135. Name the dull thing every rival shares. Refuse it.Apple, 1998
  136. When the product is not ready, sell the believer.Apple, 1997
  137. Concede the big thing, claim everything else.Mastercard, 1997
  138. Turn a rival's strongest claim into your punchline.Pepsi, 1996
  139. Let the haters advertise you.Marmite, 1996
  140. When the whole category is slipping, advertise the category.National Dairy Development Board, 1996
  141. Reframe the price across the product's whole life.Patek Philippe, 1996
  142. Say what category you are not.HBO, 1996
  143. Shrink the ask until it fits in five words.Pulse Polio, 1995
  144. Sell the moment the product belongs to, not the product.Cadbury Dairy Milk, 1994
  145. In a loud category, be the plain one.Ronseal, 1994
  146. Write two words in the product's voice.Wonderbra, 1994
  147. Name the feeling of the product, not its features.Skittles, 1994
  148. Hijack the phrase people already use to praise.Taj Mahal Tea, 1994
  149. Sell the moment the product runs out.California Milk Processor Board, 1993
  150. Pick a line that every small action can prove.Tesco, 1993
  151. Brand the ingredient nobody sees.Intel, 1991
  152. Write the brand as something the audience already owns.Bajaj, 1989
  153. Make the ad itself demonstrate the claim.Energizer, 1989
  154. Prove the idea in the structure, not the words.Doordarshan, 1988
  155. Speak to the excuse, not the athlete.Nike, 1988
  156. Let the reader do the maths on the punchline.The Economist, 1988
  157. Promise something impossible, then spend decades almost doing it.Red Bull, 1987
  158. Define the person, then dress them.Raymond, 1986
  159. Act out the benefit in three verbs.Hero Honda, 1985
  160. Show the product being treated as precious.Levi's, 1985
  161. Let the end user say what the buyer wants to hear.Rasna, 1985
  162. Let your toughest customer make your value argument.Surf, 1984
  163. Give customers a line they can use against anything.Wendy's, 1984
  164. Launch an enemy, not a spec sheet.Apple, 1984
  165. Name the motive people will not admit.Onida, 1983
  166. Save the emotional reveal for the last line.Yellow Pages, 1983
  167. Put a checkable number in the promise.Maggi, 1983
  168. Name the symptom with a sound, then own it.Vicks Cough Drops, 1982
  169. Let the accent carry the claim.Audi, 1982
  170. Sing the brand name first and often.Nirma, 1982
  171. Build a format so strict that every ad is yours.Absolut, 1981
  172. Show what the customer made, not what you made.Lego, 1981
  173. Write in the voice of the customer's worst day.Federal Express, 1978
  174. Turn the product's sound into the line.Alka-Seltzer, 1976
  175. Move the fight to ground you can win.Pepsi, 1975
  176. Make customers argue over which benefit is best.Miller Lite, 1975
  177. Tie the product to a moment that happens daily.American Express, 1975
  178. Own one image so completely it replaces the product name.Liril, 1975
  179. Own one verb completely.BMW, 1974
  180. Make the old way look ridiculous.Cadbury's Smash, 1974
  181. Hedge the boast and it becomes believable.Carlsberg, 1973
  182. Make a claim so playful nobody demands evidence.Heineken, 1973
  183. Talk to the product the way owners talk to it.Kinetic Luna, 1972
  184. Let the customer justify the price in her own voice.L'Oréal, 1971
  185. Make the product the smallest gesture of a big idea.Coca-Cola, 1971
  186. Give the buyer permission.McDonald's, 1971
  187. Put the audience in the other person's shoes literally.Health Education Council, 1970
  188. Let the reader finish the joke.Volkswagen, 1969
  189. Make your rivals the copy.Coca-Cola, 1969
  190. Make the category rhyme with your name.Heinz, 1967
  191. Make the product word part of the rhythm.Amul, 1966
  192. Claim the benefit your rivals are too vain to claim.Lifebuoy, 1964
  193. Dare the customer to resist.Lay's, 1963
  194. Admit the flaw before the reader finds it.Avis, 1962
  195. Dare the customer to try to break it.Volvo, 1962
  196. Prove quality with the flaw you caught.Volkswagen, 1960
  197. Turn the obvious objection into the headline.Volkswagen, 1959
  198. Give the product a place in every part of the day.Mars, 1959
  199. Replace the adjective with one fact the reader can picture.Rolls-Royce, 1958
  200. Find the word that means the ritual and the moment.Kit Kat, 1957
  201. Sell the secret, not just the product.Clairol, 1956
  202. Torture the product on camera.Timex, 1956
  203. Turn the awkward behaviour into the proof.KFC, 1956
  204. Name the annoyance your design removes.M&M's, 1954
  205. Add one detail that demands a story.Hathaway, 1951
  206. Find a frame that makes the bold image acceptable.Maidenform, 1949
  207. Attach the product's physical truth to an emotional promise.De Beers, 1948
  208. Write the line your customers already say.Guinness, 1929
  209. Give your product a moment in the day.Coca-Cola, 1929
  210. Name the sound your product makes.Kellogg's Rice Krispies, 1929
  211. Make the brand name the punchline.Burma-Shave, 1925
  212. Promise the worst moment, and the rest follows.Maxwell House, 1915
  213. Hijack a proverb that is literally true of you.Morton Salt, 1914
  214. Make the packaging something money cannot buy alone.Tiffany & Co., 1906

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