Sir John Hegarty’s Top 10 Ads of All Time
“You cannot create great work unless a little bit of you goes into it, be it your heart, your soul or your beliefs.
”
Where’s the best place to seek inspiration for your next ad campaign?
One approach is to look at people you respect and admire in the industry and find out which ads they hold in high regard.
Sir John Hegarty, co-founder of the legendary agency BBH responsible for award-winning ads for brands including Audi, Levi’s, Xbox, and Johnnie Walker, isn’t a bad place to start.
Throughout his career, Sir John has won numerous awards for his work in advertising, including the D&AD President's Award, the Cannes Lions Advertising Festival Lifetime Achievement Award, and the Advertising Association President's Award.
In 2013, he was knighted by Queen Elizabeth II for his contributions to the advertising industry.
It’s safe to say that he knows a thing or two about what makes a great ad.
So, without further ado, here are Sir John’s top ten ads of all time.
1. DDB New York - Volkswagen - “Funeral” (1969)
The legendary VW work of the 60s was the birth of modern advertising.
This TV spot is a brilliant example of the campaign's humour, irreverence and daring.
View the ad HERE.
2. Mary Wells Lawrence (Tinker & Partners) - Braniff International - “The End of the Plain Plane” (1966)
The ad executive Mary Wells Lawrence helped put Braniff Airlines on the map in the late ’60s and early ’70s.
Who said women can’t make it in advertising?! Today, we talk about through-the-line advertising.
Well, Mary started it.
She first got Braniff to paint the aircraft different colours. Then she did the ads.
View the spot HERE.
3. Lowe Howard-Spink - Heineken - “The Water in Majorca” (1985)
Heineken’s long-running ‘Refreshes the Parts’ campaign used culture to link the brand to its audience.
This spot inverts the Pygmalion story, and now it’s smart to drop your aitches.
In 500 years, an anthropologist could use this commercial to understand UK culture in the late 20th century.
Have a chuckle as you watch it HERE.
4. BBH - Levi’s - “Launderette” (1985)
Not only did the commercial revive the fortunes of Levi’s, but it also resurrected the musical careers of people like Marvin Gaye and Ben E King, made boxer shorts fashionable and changed how brands communicated.
Not bad for 60 seconds.
See it HERE.
5. CDP - Fiat Strada - “Handbuilt by Robots” (1979)
This two-minute spot launched the Strada with the ‘Handbuilt by Robots’ line at a time when cars built in Britain were falling apart.
Pavarotti sang the music, and two minutes of genius changed how cars could be advertised.
View the commercial HERE.
6. TBWA\Chiat\Day L.A. - Apple - “Here’s to the Crazy Ones” (1997)
This launched the line ‘Think Different’.
It was before Apple had launched the iPhone or even the Apple Mac but firmly established Apple as the brand for mavericks and creative thinkers.
Who wouldn’t want to be a part of that?
Watch this famous ad HERE.
7. Fallon London - Sony - “Balls” (2005)
Simple focus on the value and the importance of colour, not in any way a unique Sony property, but when expressed like this, they own it.
View the spot HERE.
8. BBH London - Johnnie Walker - “Keep Walking” (2006)
This came out of a brilliant piece of planning. Whisky represents success, but success can’t be shown as a place.
Really successful people never stop moving forward.
With that brilliant insight, the team got to ‘Keep Walking’ in about five minutes.
This spot from more than 15 years ago predates all the debate about AI and shows what’s important.
Watch it HERE.
9. Wieden+Kennedy Portland - Nike - “Shade Running” (2002)
The brand introduced ‘Just Do It’ in about 1987. Since then, they’ve produced some brilliant pieces of work.
This spot shows their understanding of a runner’s mentality and needs, bringing the audience closer to the brand.
View it HERE.
10. BBH London - XBox - “Champagne” (2002)
Imagine you have only 60 seconds to explain the meaning of life.
It can be done, and HERE it is.
You may have noticed Sir John chose three commercials from his agency...
We think that’s okay since in The Drum’s Top 100 Commercials, XBox “Champagne” comes in at #11 and Levi’s “Laundrette” at #25, and he hasn’t mentioned ‘Odyssey’ at #6, ‘Flat Eric’ at #37, Lynx “You Never Know” at #70, Barclaycard “Waterslide” at #76…etc.
If you want to learn from Sir John and other creative leaders, you will enjoy our Creative Leadership course certified by none other than Cannes Lions.
