How True! ‘Lemon’ and ‘Think Small’ would be the earliest signs of the ad revolution that hardly anyone would disagree with through the years. The car that presented itself as the antidote to conspicuous consumption is selling at a price tag of Rs 2.1 million in India today.
As also the AVIS campaign that glorified their No. 2-ness; the exception that proved the “We try harder” rule.
Wendy’s ‘Where’s the beef’ campaign – where Clara Peller had everyone (including the US presidential candidate Walter Mondale) using this phrase.
Then came ‘1984’ - the year that announced the arrival of the Apple Macintosh as a means of saving humanity from “conformity with Big Brother”. The TV commercial ran only once on the US Super Bowl ad break and has been an inspiration for generations.
In the 80’s, Calvin Klein introduced viewers to ‘Shockvertising’ when Brooke Shields, all of 15 years, appeared in the controversial print and TV ads for Calvin Klein jeans saying the famous tagline, “You want to know what comes between me and my Calvins? Nothing.”
Johnnie Walker – The Man Who Walked Around The World TV commercial – a brilliant five-minute-plus spot in which Robert Carlyle, in a single continuous take, narrates the progression of Johnnie Walker whiskey from the backroom experimentation of a humble shopkeeper to the multinational powerhouse it is today.
Wonderbra’s ‘Hello Boys’ - a billboard that stunned a generation and sent millions of men veering off the roads and getting voted the most iconic image of all times.
That’s my magnificent seven out of the thousands and thousands of great ads that have been created through the decades. As more and more great campaigns keep getting made with each passing year, I raise a toast to my advertising brethren – “May the tribe flourish. And keep shining!”
(Dhunji S Wadia, President, Everest Brand Solutions.)