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July 13th, 2015

The Greatest Commercial Ever Written?



If someone asked you to name your favorite commercial of all time, what would you say? Of course, there are many. And some media outlets spend vast amounts of time compiling lists of “the best commercials ever.” Just ask USA Today, Entertainment Weekly, The Huffington Post, Adweek, ABC News, and some guy named Drew.

But seriously, what’s your answer? GEICO, Snickers, and Old Spice might be top of mind right now (thanks to the Stupid Bowl), but don’t forget about the past—commercials that became part and parcel of our culture. I’m talking about you, Wendy’s, Coke, Budweiser, Energizer, FedEx, Isuzu, American Tourister, and the Partnership for a Drug-Free America.

Tick tock. Time’s up. Okay, maybe if I tell you my favorite, you’ll feel better about sharing your own? Because let’s face it, what we value the most says a lot about who we are as marketers. Confucius said that once. Or maybe it was Bill Bernbach. Doesn’t matter. The point is, make a decision.

In reverse order then, my Top Five, culminating with the Greatest Spot Ever Written (IMO).

5. Nike “Greatness”

4. California Milk Board “Aaron Burr”

3. Career Builder “Monkey Office”

2. Skittles “Pinata”

1. Apple “Your Verse”

Why? It’s not an ad. It’s a poem, an anthem, a creed, a statement of personal identity. This spot doesn’t try to sell you an iPad, but rather, a way of thinking. This is who I am. This is what I believe. And if you’re among the target audience: creative professionals, this ad doesn’t just strike a chord, IT IS THE CHORD.

That’s the power of great advertising.

Okay one more, just for laughs: Starbucks “Glen”