Just peruse the list of the top 100 advertising campaigns of all time and you’ll notice something they all have in common, the message is concise.
From Volkswagen’s “Think Small” to ‘Where’s The Beef” to ‘Please don’t squeeze the Charmin”, the most memorable ad campaigns have the fewest words and a strong message.
Take a look at the top ten slogans:
1. Diamonds are forever (DeBeers)
2. Just do it (Nike)
3. The pause that refreshes (Coca-Cola)
4. Tastes great, less filling (Miller Lite)
5. We try harder (Avis)
6. Good to the last drop (Maxwell House)
7. Breakfast of champions (Wheaties)
8. Does she … or doesn’t she? (Clairol)
9. When it rains it pours (Morton Salt)
10. Where’s the beef? (Wendy’s)
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[...] Top 100 ad campaigns of the century via threadwatch and Dean [...]
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May 6, 2007 at 11:35 pm
So easy a caveman can do it (no offense, Scott)
May 7, 2007 at 11:14 am
I hate those caveman commercials, but that slogan sticks in your head. One of my favorites is Gatorade’s ‘Is It In You”? Clever and memorable.
Geico seems to be suffering from a split personality disorder, Gecko or caveman? At the site they show the Gecko, which might be confusing to to the people expecting the caveman.
May 7, 2007 at 1:30 pm
It’s amazing that Geico has two successful and memorable campaigns at once – no small feat. It’s not a conventional thing to do, but if they both work…
I think the Gecko is the better advertising shot – solidly hooked into brand name recognition as it is. But there’s no tagline associated with it.
May 8, 2007 at 9:08 am
I have to agree that the Geico caveman/gecko duality is frustrating. Why are they running both campaigns? You have to admit, though, that both are effective, so maybe they’re on to something.
You forgot one of my favorites. It’s perhaps the simplest one there could be: Coke is it.
And we really, really shouldn’t discount the impact Barry Manilow’s jingles have had on modern advertising.
If you get a chance, grab a copy of Dr. James Twitchell’s “Adcult”, possibly the best book ever written on advertising and culture.
May 13, 2007 at 11:56 am
My daughter knows that the gecko is Geico, but doesn’t associate the caveman with Geico.
Sometimes ads are memorable, but not always associative.
May 21, 2007 at 2:24 am
I hate the Geico cavemen. I’m just stunned that they’re giving them their own show. Veronica Mars is cancelled, and some lousy marketing scheme is getting a show. Ptooey. Plus, I like the gecko.
A great advertising book I just read – “Hey, Whipple, Squeeze This: A Guide to Creating Great Ads, Second Edition” by Todd Sullivan. Entertaining and educational.