Stephen Bray’s Top 10 Ads of All Time
We asked our newsletter readers to share their Top 10 Ads of All Time with us, and one did.
That reader is also the number one ranked learner at 42courses.com, having completed all 35 courses, which is impressive.
His name is Stephen Bray, a celebrated psychotherapist and author of Photography and Psychoanalysis and The Family Business Book.
So, without further ado, here are Stephen’s Top 10 Ads of All Time.
1. Life Savers - Young & Rubicam, New York (1949)
2. Zippo - Ogilvy & Mather, New York (1961)
Mr. Harry Best recounts how a Zippo lighter was found inside an 18-pound pike in Three Mile Bay, Oneida Lake. It fired up the first time.
The legendary David Ogilvy used this ad as an example of how telling a great story can make a great ad.
3. “Crossword” for the Egg Marketing Board - Ogilvy & Mather, London (1965)
Starring Tony Hancock and Patricia Hayes, the ad was directed by Len Fulford, who, as a result, was nicknamed The Eggman, which John Lennon seems to have noticed and remembered when he wrote “I Am the Walrus”.
The line, “Go to Work on an Egg”, is often credited to the novelist Faye Weldon.
4. City of New York - Wells Rich Greene (1976)
The word ‘iconic’ is often overused but this is iconic. It was created by graphic designer Milton Glaser, who drew it in red crayon in the back of a cab. Though he did it pro bono, the New York state government has aggressively protected its trademark.
5. Karastan Carpets - Ally & Gargano, New York (1981)
Before digital manipulation, designer and photographer Henry Wolf could ‘shock’ with surreal images like this.
6. “Japanese Visitors” Cinzano - Collett Dickenson & Pearce (1983)
7. Silk Cut - Saatchi & Saatchi, London (1983)
Constraints on cigarette advertising led to this visual pun on the brand name. Legend has it that Charles Saatchi told the client to run the poster unchanged for at least two years to give the public time to ‘get it’.
8. “1984” Apple - Chiat\Day, Los Angeles (1984)
Almost always included in every list of ‘Best Commercials of All Time,’ this ad, directed by Ridley Scott, only ran once, at half-time of the Superbowl in January 1984. Apart from Steve Jobs, the rest of Apple’s board thought it was one of the worst commercials they had ever seen.
9. “Laundrette” Levi’s - BBH, London (1985)
The commercial launched the career of Nick Kamen, got Marvin Gaye’s ‘Heard It Through the Grapevine” back to Number One and led to an 800% increase in jeans sales.
10. “The Epic Split” Volvo Trucks - Forsman+Bodenfors, Stockholm (2014)
The 75-second film was the sixth commercial in a series of ‘Live Tests’. It is the most-watched automotive ad on YouTube, with 120 million views. The campaign is estimated to have added $170 million in revenue for Volvo.
Keen to have your Top 10 Ads of All Time shared on our blog? Just email chris@42courses.com with your list.
