TIP OF THE MONTH: Get inspired by the Greatest Advertisements in History!

July 26, 2010 | Posted by Carolyn Pikoulas
To create a really awesome advertising message, look no further than some of the most successful campaigns in history. AdAge has done all the work for us in listing the top 100 best ad campaigns in history. But what determines which ads are the greatest?

To create this top 100 list, AdAge used 3 criteria to determine whether an ad belonged on the list or not:
1) If it was influential in changing the culture of advertising or popular culture as a whole.
These types of campaigns dared to contradict the norm. For example, the old Avis campaign boasted about being No. 2. And because they were "No. 2," they tried "harder" to win over their customers.

2) If the ad created a category of its own.
Before DeBeers linked love and eternity by telling us that "A Diamond is Forever," a diamond engagement ring was virtually nonexistent. But thanks to their ad campaigns in the mid 20th century, men must now save two to three months salary before popping the question.

Similarly, overnight package delivery service barely existed before Federal Express promised to deliver "Absolutely, Positively Overnight."

3) If it was simply unforgettable.
Occasionally there are those campaigns that are forever emblazoned in our memory: Wendy's "Where's the beef?"; Alka-Seltzer's "Plop, plop, fizz, fizz"; or California Milk Processor Board's "Got Milk?" campaign.

Even a Seinfeld episode joked about how the "By Mennen" jingle could get stuck in your head. (What you may not realize is that the jingle is also a command to "buy" Mennen. Pretty sneaky, eh?)

Of course, annoyance can be unforgettable, as well. When a campaign has run its course or starts to lose the power of its message, it's time for a change.

Here are the top 15 ads according to AdAge:

1. Volkswagen, "Think Small", 1959
   
2. Coca-Cola, "The pause that refreshes", 1929
   
3. Marlboro, The Marlboro Man, 1955
   
4. Nike, "Just do it", 1988
   
   
   
   
5. McDonald's, "You deserve a break today", 1971
   
6. DeBeers, "A diamond is forever", 1948
   
7. Absolut Vodka, The Absolut Bottle, 1981
8. Miller Lite beer, "Tastes great, less filling", 1974
   
   
   
   
9. Clairol, Does she...or doesn't she?", 1957
   
10. Avis, "We try harder", 196
    
11. Federal Express, "Fast talker", 1982
    
    
    
    
12. Apple Computer, "1984", 1984
    
    
    
    
13. Alka-Seltzer, Various ads, 1960s, 1970s
    
    
    
    
14. Pepsi-Cola, "Pepsi-Cola hits the spot", 1940s
    
15. Maxwell House, "Good to the last drop", 1959