Most advertising is forgotten within days. A few campaigns survive a season. But every so often, a commercial does something nobody planned for: it escapes the television set entirely and enters the culture. It gets quoted at dinner tables, referenced in political debates, parodied on late-night shows, and taught in university marketing courses decades later. The product that sparked it all sometimes becomes almost secondary.
Iconic commercials do more than just sell products – they become part of our culture. These ads stick with us because they use creativity, emotion, and great storytelling. That’s the quality that separates a clever ad from a genuinely historic one. The twelve commercials below crossed that line. Some of them changed how entire industries thought about advertising. Others simply burned a phrase or an image so deeply into collective memory that no amount of time seems capable of erasing it.
Apple “1984” (1984)
Directed by Ridley Scott, the cinematic masterpiece depicted a dystopian future inspired by George Orwell’s 1984. In a dramatic sequence, a lone heroine smashes a giant screen, projecting the image of an authoritarian leader, symbolizing Apple’s mission to disrupt IBM’s dominance and empower individuality. The ad was born from genuine corporate tension: Apple came into 1984 being walloped by IBM in the personal computing market and had bet everything on the Macintosh.
The ad aired just once during the Super Bowl, yet its impact was immediate and profound. It broke every advertising convention at the time: no product shots, no features – just a bold narrative that aligned Apple with freedom, creativity, and rebellion. The ad won the Grand Prize at the Cannes International Advertising Festival and Advertising Age’s 1980s “Commercial of the Decade.” Its most enduring legacy, however, is that it cemented the Super Bowl as each year’s blockbuster moment for advertisers.
“1984” marked the moment advertising stopped merely explaining products and started creating myths. It was the birth of Apple as a lifestyle brand. Nowadays, more than 40 years later, it is not hard to see the ripples it left. Big-name directors routinely trade Hollywood for the Super Bowl, with many halftime commercials now functioning as mini-movies in themselves.
Wendy’s “Where’s the Beef?” (1984)
First airing on January 10, 1984, the Wendy’s commercial portrayed a fictional fast-food competitor named “Big Bun,” where three elderly ladies are served an enormous hamburger bun containing a minuscule hamburger patty. Peller’s “Where’s the beef?” line instantly became a catchphrase across the United States and Canada. The diminutive octogenarian actress made the three-word phrase a cultural phenomenon and herself a cult star.
Clara Peller, an 81-year-old manicurist-turned-pop-culture-icon, delivered the unforgettable line, boosting the chain’s sales by 31% that year. The campaign’s reach went far beyond hamburgers. The phrase even entered the political arena. During the 1984 Democratic primary, former Vice President Walter Mondale famously used “Where’s the Beef?” to challenge opponent Gary Hart’s lack of policy substance. Mondale’s sharp critique, inspired by a Wendy’s commercial, became a turning point in political messaging.
Ad Age named “Where’s the Beef?” one of the top ten slogans of the 20th century. The phrase quickly transcended its original context, morphing into a broader idiom used to express skepticism or demand substance in various situations – from politics to everyday complaints. It became shorthand for questioning whether something truly delivered on its promises.
Coca-Cola “Mean Joe Greene” (1979)
“Hey Kid, Catch!” is a television commercial for Coca-Cola starring Pittsburgh Steelers defensive tackle “Mean” Joe Greene. The commercial debuted on October 1, 1979, and was re-aired multiple times, most notably during Super Bowl XIV in 1980. It featured Greene limping off the field after a tough game. A young fan offers him a Coke. Greene drinks it, softens, and tosses the kid his jersey.
America ranked “Mean Joe” as the most popular commercial of its time. The 60-second commercial won a Clio Award for being one of the best television commercials of 1979. It also spawned a made-for-TV movie on NBC and has been voted the best Super Bowl ad of all time by readers of The Drum. Greene has said the ad transformed his public perception, with fans approaching him with bottles of Coke for decades afterward.
Not only did the commercial boost Coca-Cola’s image, but it created a new type of heartfelt sports commercial that would be copied by other companies in the future. The spot proved that a soft drink commercial could carry the emotional weight of a short film – and that a few seconds of genuine human connection can outlast almost any product pitch imaginable.
Nike “Just Do It” (1988)
Nike partnered with advertising agency Wieden+Kennedy, which developed the now-iconic slogan “Just Do It.” The campaign officially launched in 1988 with a series of television commercials featuring athletes of varying ages and skill levels, including an 80-year-old runner. This marked a strategic shift: instead of focusing on product features, Nike began emphasizing identity, motivation, and personal achievement. At the heart of “Just Do It” was a deceptively simple but powerful strategic insight: people don’t just buy athletic gear – they buy what it represents.
It’s one of the most iconic and effective advertising taglines of all time. In 1999, Ad Age ranked it as the No. 2 ad slogan of the 20th century, behind only “A diamond is forever.” A three-word Nike slogan turned an $877 million company into a $9.2 billion empire.
By shifting from product-focused messaging to identity-driven storytelling, Nike not only increased sales and market share but also created a lasting cultural impact. More than three decades later, the campaign continues to evolve, demonstrating that the most effective marketing strategies are not static campaigns but enduring platforms built on human insight and emotional resonance.
Budweiser “Whassup?” (1999)
In 1999, Budweiser gained enormous popularity through the iconic “Whassup?” ad campaign. What started as a playful greeting among friends evolved into a worldwide phenomenon. The concept was simple yet effective: friends calling each other and humorously asking “Whassup?” in exaggerated and often absurd ways. The campaign’s inspiration came from a 1998 short film titled “True: The Original Wassup?”, directed by Charles Stone III. The film, showcasing friends using the now-famous greeting, caught the eye of DDB Chicago, Budweiser’s ad agency, and was transformed into the unforgettable commercial.
Budweiser found the perfect catchphrase at the turn of the century with the campaign. At one point late in 1999 and well into 2000 you could not go far without hearing someone let out a long, loud “Whassup” either in person or on the phone. The ad debuted during Monday Night Football and exploded into the social consciousness when it aired during Super Bowl XXXIV in early 2000.
The “Whassup” campaign was a cultural phenomenon in the late 1990s and early 2000s, featuring a group of friends saying the catchphrase to each other over the phone. The ad resonated with audiences because it was relatable and funny, and it helped make Budweiser cool again. It’s a reminder that sometimes the simplest ideas – a greeting, an inflection, a shared moment – carry more cultural voltage than any elaborate production.
Old Spice “The Man Your Man Could Smell Like” (2010)
The campaign was created by ad agency Wieden+Kennedy for Old Spice male grooming products. Commonly referred to as “The Man Your Man Could Smell Like,” the campaign was launched to market Old Spice’s Red Zone After Hours Body Wash. Notably, it targets female viewers despite the product’s intended male market, as the company determined that women frequently make purchasing decisions for hygiene products in the household.
The campaign had a dramatic impact on the bottom line. The goal was to increase body wash sales by 15%, but by May 2010, sales of Old Spice Red Zone Body Wash had increased 60% from the previous year. By July 2010, sales had doubled. Advertising Age would later name it one of the top campaigns of the 21st century.
In June 2010 the ad won the Grand Prix for film at the Cannes Lions International Advertising Festival, and in July 2010 it won a Primetime Emmy Award for Outstanding Commercial. The response campaign ushered in the era of brands harnessing the web to interact with consumers in real time. This seems commonplace today, but it was genuinely a turning point. Old Spice went from being your grandfather’s cologne to one of the most talked-about brands on the internet – practically overnight.
Coca-Cola “I’d Like to Teach the World to Sing” (1971)
Few commercials have blurred the line between advertisement and cultural artifact as completely as Coca-Cola’s 1971 “Hilltop” spot. Coca-Cola’s ode to world peace through soda later became a hit song by the New Seekers. As a testament to its legacy, the company filmed a remake starring the original actors and their children in 1990. The ad assembled a diverse group of young people on a hillside in Italy, singing about harmony and togetherness – with a bottle of Coke almost incidentally in hand.
The brilliance of the campaign was that it made no serious attempt to sell a beverage. It sold a feeling. The song itself was released commercially and became a genuine pop hit separate from the advertisement, a crossover that almost never happens in the history of product marketing. Very few 30-second spots have generated spin-off pop music careers for their jingles.
Longevity comes from tapping into universal themes – hope, nostalgia, empowerment – and packaging them in a way that resonates across generations. Iconic campaigns like Coca-Cola’s continue to feel fresh because they speak to timeless desires: freedom, self-expression, and togetherness. Even decades later, their core messages remain just as relevant.
Dove “Real Beauty Sketches” (2013)
The emotional payoff – women seeing two sketches of themselves side by side – tugged heartstrings worldwide. Striking for its documentary approach and complete absence of product shots, “Real Beauty Sketches” was the apex of cause-related marketing. The premise was disarmingly simple: a forensic sketch artist drew women first based on their own self-descriptions, then based on descriptions from strangers. The gap between the two images was striking, and unmistakably human.
By highlighting universal insecurities in a relatable, uplifting format, Dove transcended typical beauty ads, epitomizing the notion that real emotional storytelling can drive both brand love and commercial results. The film spread across social media with a speed that few traditional TV commercials had ever achieved. It became one of the most-watched online video advertisements of its era.
The ad was also a polarizing one, drawing both widespread praise and thoughtful criticism about how authentically it represented real women. That conversation itself was part of what made it culturally significant – it didn’t just show a product, it sparked a debate that went well beyond soap and moisturizer.
Always “#LikeAGirl” (2014)
The short film examined the phrase “like a girl,” flipping it from an insult to an expression of empowerment. It was directed by Lauren Greenfield and produced for Always, a brand owned by Procter and Gamble, in partnership with agency Leo Burnett. The structure was deceptively simple: ask people of different ages to run, throw, or fight “like a girl,” and film the results. The contrast between how adults and young children interpret that phrase was the entire point.
The campaign garnered over 85 million views globally and doubled brand favorability for Always. Roughly three quarters of viewers said they would no longer use “like a girl” as a derogatory phrase, proving tangible cultural impact. That’s a measurable behavioral shift driven by a commercial – a genuinely rare outcome in advertising.
The campaign resonated deeply due to its raw and genuine approach. Though societal perspectives evolve over time, this campaign sparked a conversation that is likely to endure for generations. Always, a brand most people associated with personal hygiene products, briefly became a leading voice in public conversations about gender and confidence. The commercial outgrew its category entirely.
Budweiser “Frogs” (1995)
The whimsical Budweiser frogs croaking their famous catchphrase “Bud-wei-ser” became a cultural touchstone. Three frogs on a log, each croaking one syllable of the brand name, somehow added up to something that lodged itself permanently in American pop culture. The ad debuted during the Super Bowl in 1995 and required no celebrity, no narrative arc, and no complicated visual effects – just an absurdly simple gag executed with perfect timing.
Children who were far too young to drink beer knew the croaking sequence by heart. The frogs became merchandising staples, appearing on T-shirts, stuffed animals, and collectibles. In a sense, the characters themselves became more famous than the beer they were advertising – a remarkable feat for what was essentially a talking frog gimmick.
These mini-masterpieces ingrained themselves in popular culture and serve as a testament to the enduring influence of advertising in our lives. The Budweiser frogs are a perfect illustration of that truth: three syllables, three amphibians, and an inexplicable grip on an entire generation’s memory.
Tootsie Pop “How Many Licks?” (1969)
The iconic 1969 advertisement asking “How many licks does it take to get to the center of a Tootsie Pop?” remains one of the most cherished and effective TV ad campaigns in history. Produced by the Doner agency, this commercial continues to air even after more than five decades, showcasing its enduring popularity. The animated spot features a boy who asks a wise owl the age-old question, only to have the owl bite through to the center before finishing his count – proving, with gentle humor, that patience has its limits.
This commercial ingeniously posed a question that captivated audiences and left viewers pondering the product long after the ad ended. With its delightful animated characters, the ad particularly resonated with children, who often persuaded their parents to purchase Tootsie Pops. That unanswered question was never accidental. It was designed to leave a small, pleasant puzzle in the viewer’s mind – one that the candy itself could never fully resolve.
This is one of the rare ads that achieved “escape velocity,” meaning it could theoretically remain relevant and aired indefinitely. Decades of children have tried to count for themselves, conducting informal experiments on school buses and in living rooms worldwide. The question outlived every other message Tootsie Roll Industries ever tried to communicate.
Coca-Cola “Holidays Are Coming” (1995)
Here in England, there’s a saying: “It’s not Christmas until the Coca-Cola ad is on TV.” The success of this ad now largely relies on nostalgia, but it’s a great lesson that “if it ain’t broke, don’t fix it.” Even as recently as 2020, the “Holidays Are Coming” ad was crowned the most effective Christmas ad of the year. The image of illuminated red trucks rolling through snow-covered villages, with the familiar musical refrain, has become as synonymous with the holiday season as any carol or decoration.
Repetition is a fundamental principle in advertising known as the “mere exposure effect.” By consistently airing the “Holidays Are Coming” ad each year, Coca-Cola reinforces its brand image and creates a strong association between the holiday season and their product. This continual exposure keeps Coca-Cola top of mind for consumers when they think about refreshments during the festive period – maintaining its status as an iconic holiday beverage.
What’s striking about this campaign is how little it tries to do. There’s no humor, no celebrity, no twist. Just trucks, lights, and music. The staying power comes from repetition and emotional timing rather than creative novelty – proof that in advertising, sometimes the most powerful tool available is simply showing up, reliably, at the right moment every year.
What All These Ads Have in Common
Great commercials aren’t just about selling a product – they’re about forging an emotional connection. Whether through laugh-out-loud humor, heart-tugging storytelling, or jaw-dropping visuals, a standout ad makes viewers feel something memorable. A clever twist or unexpected punchline can turn a 30-second spot into a cultural moment.
These video campaigns get so embedded in our psyches that we can easily recall them, word-for-word and scene-by-scene, many years after they last aired. That recall is the real measure of success – not quarterly sales reports, but whether a 60-second film is still being talked about 40 years later. By that standard, all twelve of these commercials have succeeded far beyond any advertiser’s original ambition.
The deeper truth running through each of these stories is that the most durable advertising isn’t really about the product at all. It’s about something people already care about: belonging, rebellion, laughter, kindness, confidence, or the comfort of a familiar ritual. When a commercial finds that emotional frequency and locks onto it, the product becomes almost incidental. What remains is something closer to a shared memory – and those, it turns out, last considerably longer than any marketing campaign was ever designed to.
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