The Most Successful Ad Campaigns of All Time

California Milk Processor Board: “Got Milk?”

In response to reports of flagging milk sales, ad agency Goodby, Silverstein & Partners held an unconventional focus group. Participants were asked to not consume any milk for a week before convening, and the respondents reported frustration at the absence of the beverage. This inspired an advertising angle that differed from most 1980s campaigns that had focused on dairy’s health benefits. Instead, “Got Milk?” hinged on how people tend not to think about milk at all until they need it and it isn’t there. The first TV commercial, directed by Michael Bay, premiered in 1993. Two years later, Naomi Campbell starred in the first celebrity-fronted “Got Milk?” print ad, sporting the now-iconic milk mustache.

Volkswagen: “Think Small”

Considered one of the best advertisements of the 20th century, Volkswagen’s “Think Small” ad changed the game by injecting humor and self-awareness into advertising. Developed by DDB (Doyle, Dane, Bernbach) art director Helmut Krone and copywriter Julian Koenig, the print ad was released in 1959 and was the first to shirk the ad industry’s emphasis on mass consumerism. With a focus on the vehicle’s utility and the brand’s acknowledgment of its aesthetic shortcomings, the campaign was a welcome departure from traditional sensationalist car ads. It also marked the start of the ad industry’s creative revolution, ushering in the golden age of advertising (an era beautifully depicted in the 2007 television series Mad Men). 

De Beers: “A Diamond Is Forever”

Before the 1930s, diamond engagement rings were reserved for the wealthy. Then in 1938, the ad agency N.W. Ayer was enlisted by De Beers heir Harry Oppenheimer to rebrand the jewel as something worth splurging for. Copywriter Frances Gerety succeeded when she coined the slogan “A Diamond Is Forever” in 1947. The ad likened the diamond to the permanence of marriage and made the ring an engagement staple, effectively increasing demand for the precious gem. The campaign was launched nationally before expanding worldwide, and was so successful that in 1999, Ad Age magazine named it the No. 1 slogan of the century. 

Dove: “Campaign for Real Beauty”

Dove debuted the “Campaign for Real Beauty” in 2004 as a challenge to traditional beauty advertising. The ad was launched in response to the results of “The Real Truth About Beauty: A Global Report.” The company’s emphasis on diversity stemmed from the report’s findings: Only 2% of women polled described themselves as “beautiful,” yet 80% of participants agreed that all women have something beautiful about them. Led by Joah Santos of the ad agency Ogilvy & Mather, the campaign began as a series of billboards before expanding to TV slots featuring copy such as, “Wrinkled or Wonderful?” and “Grey or Gorgeous?” The shift in narrative made its mark, and within six months, sales of Dove products rose 700%.

Old Spice: “The Man Your Man Could Smell Like”

A simple statistic inspired the launch of Old Spice’s 2010 “Smell Like a Man” campaign. Wieden+Kennedy learned that 60% of all body wash purchases were made by women, so creative directors Eric Baldwin and Jason Bagley came up with a campaign that appealed directly to them. Enlisting actor Isaiah Mustafa to embody the man “yours” could be, the campaign featured a shirtless hunk addressing the camera directly while navigating a variety of over-the-top situations. Shot in one take and with social media traction in mind, the ads quickly went viral and parlayed Old Spice from a baby boomer relic to a must-have for the 18-to-34 age demographic. 

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