A long, long time ago, streaming services didn’t exist yet and we all used to sit in front of the TV to watch shows. And in between these shows were advertisements of different colors and sizes that, for one reason or another, just stuck to our heads.
Advertising has the power to not only promote products and services but it also captures the attention and imagination of us, the consumers.
And while most commercials are a fleeting memory, some commercials become so iconic that they are remembered for years, even decades, after a viewer has first seen it.
In this article, we’ll explore what makes a commercial iconic, and provide a list of some of the most iconic commercials ever made.
What Makes an Iconic Commercial?
Although the first commercial was aired more than 8 decades ago, advertising is still a prominent driving force in today’s world. Unless you’re using an ad blocker, we see somewhere between 4,000 to 10,000 ads on an average day. As shocking as this number may seem, we only actually notice a handful of them.
So how do you make a commercial that would cut through this much noise? Well, here are some key elements that make a commercial iconic:
- A memorable slogan or tagline
A noteworthy, catchy slogan/tagline can help cement the message of a commercial in the minds of consumers and make it more memorable. It doesn’t have to be flashy or long. Just look at the “got milk?” campaign, and think of how it has become a household advertising staple. As long as it’s captivating, people will be able to remember your video. - Strong visuals
Unique or striking imagery can help to make a commercial more memorable and impactful. It could be something that’s tied to your brand or something novel that would make the viewers wonder what they just saw. By using a strong visual, it allows the viewers to attach this visual to the entire commercial and, eventually, the brand itself. - Emotional appeal
A commercial that evokes emotions, such as happiness, nostalgia, fear, or inspiration, can be more impactful and memorable for viewers. This strong emotional connection lets the audience pay more attention to the commercial. And, as the late Zig Ziglar said, “People buy on emotion and justify on logic.” - Communicate a single message
Lastly, a good commercial has a clear and concise message. It doesn’t leave the viewers guessing what to do next. A strong message does not always have to be explicit. By using a compelling story or message, a good commercial can convey its point that will leave a lasting impression on its audience.
The most iconic commercials, whether TV or online, are typically those that resonate with viewers on a deep level, whether through humor, emotion, or a powerful message. They can make us laugh, cry, or feel inspired, and they often feature memorable catchphrases, jingles, or visuals that stay with us long after the commercial has ended
Capturing the imagination and imagination of viewers is a consistent element that is also found in a good iconic commercial. It leaves a lasting impression in our hearts and minds. The status of an iconic commercial is achieved because it compels not just its target audience, but it transcends time and culture.
Now that we have an idea of what makes a good commercial, it’s time to dive into the list of the best commercials ever made. And if you don’t know them, don’t worry. Most will get stuck in your head for quite some time:
- “1984” (1984)
This iconic commercial, which aired during the Super Bowl, introduced the Macintosh computer and was notable for its use of dystopian imagery and its memorable slogan, “On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like ‘1984’.”
This 2002 commercial pulls in on the hearts of its viewers and quickly pulls back on while breaking the fourth wall. But if you did feel bad for the lamp, just take a look at the sequel and know that everything turned alright in the end.
This commercial is the one that started it all. After almost winning what could have been $10,000 the guy couldn’t answer the question just because he couldn’t down the sandwich. This commercial was the first in the ad campaign for the milk industry. The following commercials then featured celebrities with milk mustaches and were notable for the catchy slogan and unique visual.
- “Think Different” (1997)
A classic commercial featuring a montage of iconic figures, from Martin Luther King Jr. to Albert Einstein and Mahatma Gandhi. This commercial anchored its audience with the iconic intro, “Here’s to the crazy ones”, and was notable for its use of imagery of world-renowned visionaries.
- The Force – Volkswagen (2011)
This commercial remains to be one of the most-watched Super Bowl ads of all time, with over 85 million online views. It struck a chord with every child-at-heart that has ever wanted to control the Force by adorably portraying it in the hands of a mini Darth Vader.
This can’t be a greatest of all time commercials list if the Old Spice commercial isn’t in it. It’s a great commercial because not only does it appeal to woman, as The Man Your Man Could Smell Like says, but the whole delivery of the 30-second commercial was so captivating that it wouldn’t let go of any viewer’s attention.
Speaking of weird commercials, here is another Super Bowl ad that weirdly went on to be one of the most memorable commercials ever. It featured a chimera of a baby, a puppy, and a monkey: three things that Mountain Dew deems awesome when combined, just like the product that it was for (which, honestly, we couldn’t even remember anymore). But that’s just how good this commercial was! And whether you think if a puppy-monkey-baby is adorable, bothersome, or downright horrific, one thing’s for sure: it’ll be a long time before you even forget this image out of your head.
Now, this may not be a child-friendly commercial, but it does ingrain its message to its audience quite clearly. With the use of a catchy song, Metro Trains was able to impart that dying from trains is… a dumb way to die. The combination of simply–drawn characters with a light-hearted tune made this commercial the most shared video in 2012. Plus, it’s had its fair share of the spotlight recently on Tiktok!
Everybody’s tried to skip an ad or two while using their apps, but the genius creatives from Geico acknowledged this and created an ad that is basically over in the first 10 seconds. The beauty of it is that the you’d actually want to watch what happens after they’ve delivered their message! With the absurdity of what happens, this commercial has definitely captured the attention of its viewers.
These commercials are just examples of iconic ads that have stood the test of time. They are loved and remembered because of very different reasons.
While the factors that can contribute to the iconicism of a commercial may vary, just make sure you remember the key elements to what makes a memorable ad: a good slogan, strong visuals, appeal to emotion, and concise messaging.