Every generation has its quirky sayings: slang, quotes from movies, songs, TV shows, and even slogans of well-known brands. It takes a truly special ad campaign to rise to the same level of memorability as favorite lyrics and quotes. Some companies have managed to create ads that actually become a source of entertainment themselves. These campaigns are always fun to look back at, so here are three of our favorites.
It would be hard to discuss iconic ads without looking at Coca-Cola’s beloved “I’d Like to Buy the World a Coke” campaign. Most people don’t realize that the song “I’d Like to Teach the World to Sing” actually came from the commercials, not the other way around. The idea for the campaign was born when Coke’s creative director was flying to London – or trying to, at least. His plane had to land in Ireland due to heavy fog, and the passengers ended up bonding spontaneously over bottles of Coke in the airport while they waited to get back on the plane. Little did these passengers know that their inconvenience would be the inspiration for a set of globally popular TV and radio commercials. Less than a month after the airport incident, radio stations were playing the familiar jingle that managed to celebrate both world peace and Coca-Cola at the same time. The radio ad was very well-received by listeners, and several months later, the iconic hilltop commercial aired on TV stations across America. Shortly after, the pop version of the song was released, proving that a soda company really can teach the world to sing!
The same year that Coke enjoyed the success of its viral ad, McDonald’s was rolling out its well-known “You Deserve a Break Today” campaign. This ad was developed in response to the quickening pace of life within American families, which made fast food more valuable than ever. McDonald’s capitalized on the opportunity to highlight its quick service while also promoting itself as a refuge from the hectic American lifestyle. The first, and most memorable, ad of the campaign focused on the cleanliness of the restaurants, showing McDonald’s employees singing as they cleaned the restaurant in the morning. Of course, the cheery cleaners included the new slogan “You Deserve a Break Today” in their song, effectively conveying the company’s eagerness to take great care of its customers. At the start of a decade that promised to be even busier than the last, Americans clearly related to the message of thoughtful, quick service. “You Deserve a Break Today” remained the slogan for McDonald’s until 1975, and the jingle was featured in several other ads during that time. Ultimately, the campaign was the company’s most successful one, and it has surely stuck in the minds of the millions of Americans who experienced it during the 70’s.
A more modern campaign of similar notability is Snickers’ “You’re Not You When You’re Hungry.” The campaign began in 2010 and made its first major appearance during the Super Bowl, with a commercial featuring comedian Betty White as the weak link in a pickup football game. After being ridiculed for “playing like Betty White,” the character ate a Snickers bar and returned to the game as an energetic young man. This was one of the most talked about commercials of the night, and has been followed by similarly successful ads during the Super Bowls since. In 2011, Aretha Franklin played a diva in the back seat of a car during a road trip; in 2015, Danny Trejo played a hungry Marcia Brady from the 1970’s sitcom The Brady Bunch (Is there something about the 70’s and great ad campaigns?); and just last year, Willem Dafoe played a hungry – and cranky – Marilyn Monroe. Snickers not only capitalized on celebrities for its TV commercials, but also for promotions on Twitter. The campaign has even manifested in Snickers’ packaging, as some of the candy wrappers have been labeled with words to describe someone in need of a Snickers, such as “sleepy,” “loopy,” and “ornery.” As a result of the campaign’s many layers, the company’s market share has increased since the campaign started seven years ago, and “You’re Not You When You’re Hungry” remains the focus of Snickers’ marketing today. The company is surely on its way to joining the ranks of iconic brands that truly leave an impression on their audience.
Although Snickers, McDonald’s, and Coke each have very different products, they’ve all created strong universal messages. Coke took on the world with a message of peace; McDonald’s shared with America a similar sentiment of slowing down; and Snickers related to everyone with a comical look at the familiar feeling of hunger. These three campaigns came from a place of inclusivity that allowed them to capture their audiences nationwide and beyond.
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