In the world of advertising, an effective campaign can manifest in different ways. A good commercial will drive more business and increase engagement for its brand. A great commercial will drive more business, increase engagement, spark important conversations, and transcend its corporate entity while integrating its way into pop culture as we know it. Whether it be a catchy slogan, a jingle that is permanently stuck in your head, or remarkable visuals, these three commercials discussed below have rightfully earned their spot in the advertising hall of fame.
“1984” by Apple (1984)
Directed by Ridley Scott (ever heard of Blade Runner and Alien?), this 60-second ad premiered during Super Bowl XVIII. Inspired by the George Orwell novel of the same name, this ad depicts a dystopian, surveillance state that is controlled by a silver screened Big Brother – a not-so-subtle jab at competitor, IBM. While Big Brother is speaking, we see a young and athletically-dressed woman running with a sledgehammer towards the television screen. With a turning swing and a loud crash, the hammer flies straight into the screen. After this, the narrator reads the text on screen as follows: On January 24th, Apple Computer will introduce Macintosh. And you’ll see why 1984 won’t be like 1984.
So, why’d it work so well? It was unlike any ad that graced the Super Bowl stage. Believe it or not, there was a time when Super Bowl ads were just ads. Not every spot was a cinematic masterpiece that took six months to produce and features at least five different A-list celebrities. This commercial grabbed the audience’s attention and looked incredibly good while doing it. 1984 made a spectacle out of advertising, convincing the viewer that there was more entertainment to be had than just watching the game.
2. “Dumb Ways To Die” by Metro Trains (2012)
If you’ve been on the internet in the last 12 years, you know this song. This PSA out of Melbourne was created to promote train safety…while also singing about truly moronic ways to end up six-feet under. “Set fire to your hair,” and “teach yourself how to fly,” are just a couple of the dangerous, albeit silly, acts mentioned in the song. More charmingly morbid acts are described throughout the piece, then the ad hits the audience with the important information. Standing on the edge of a train station platform, driving over train tracks when the railroad crossing gates are down, and walking across train tracks are deadly activities that Metro Trains is warning you about.
This ad has a very obvious reason for its place on this list. In addition to perfectly capturing the soft, indie pop vibe that was all the rage in the 2010s, the song is incredibly catchy. Like, top 100 catchy. Catchy enough to ensure that the important information shared will be stored in your brain forever. On top of this, it’s funny! The ad takes a scary, seemingly unapproachable topic and turns the conversation into one that’s lighthearted, informational, and engaging.
3. “State of Unrest” by State Farm (2011)
You may not know this ad based on the title alone, but you’ve definitely heard of the main character. State of Unrest introduced Jake from State Farm to the world – and the world hasn’t been the same since. The ad shows a husband chatting on the phone late at night, only to be caught by his understandingly upset wife. When prompted on who was on the other end of the line, the husband simply says “it’s Jake, from State Farm.” Not believing that her husband is on the phone with their insurance agent in the early hours of the morning, the wife takes the phone and asks Jake what he’s wearing. To which Jake replies, “Uh…khakis.” Obviously the original version of this ad cemented itself in the pop culture conversation based on simple comedy alone. It achieved State Farm’s goal of increasing brand awareness by being short, sweet, and a little saucy.
Today, we know the new Jake. The charming, seemingly everywhere all at once, Jake. Portrayed by actor Kevin Miles, Jake from State Farm is practically a celebrity at this point – fully morphing into a living, breathing, manifestation of a brand. Whether Jake is chilling courtside at basketball games or cheering for the Eagles while sitting with Donna Kelce, State Farm is being recognized and talked about through Jake. While I can’t speak on the ethical implications of Kevin’s identity being overshadowed by Jake’s, I will say that State Farm is going where many brands haven’t before. They created a tangible and entertaining character that is instantly recognizable to any regular person.
In the dynamic realm of advertising, the impact of a campaign extends far beyond mere product promotion. Examining these three iconic commercials reveals not only their effectiveness in driving business and engagement but also their ability to transcend their corporate origins and integrate into pop culture. Each commercial embodies the essence of advertising excellence. As we reflect on their enduring legacies, we recognize the power of creativity, humor, and relatability in crafting advertisements that resonate with audiences worldwide.
