7 Best Ads of All Time (And What They Can Still Teach Us Today)

You know an ad is legendary when people remember the tagline years later—or even quote it in regular conversation. As a marketer, I’ve seen thousands of campaigns come and go. But only a select few rise above the noise and carve out a permanent spot in pop culture. These are the unicorns. The ones that make people stop scrolling. The ones that get talked about at dinner tables. The ones that become more than ads—they become part of our shared language.

In this post, I’m going to walk you through seven of the best ads of all time. Some are decades old, others more recent. All of them are brilliant in their own way. More importantly, they still hold lessons for any brand trying to stand out today.

1. Apple – “1984” (Super Bowl Commercial)

This is the ad that changed Super Bowl commercials forever. Directed by Ridley Scott, Apple’s “1984” ad introduced the Macintosh by painting a dystopian world where conformity reigned—until one rebel smashed the system. It only aired once nationally, but that was enough. The impact? Massive.

Why it worked:
It broke every rule at the time. No product shot. No specs. Just pure emotion and positioning. Apple wasn’t selling a computer. They were selling freedom. Rebellion. Identity.

2. Nike – “Just Do It” (1988–Present)

“Just Do It” isn’t just a slogan. It’s a mindset. Launched in the late '80s, Nike’s campaign gave everyday people permission to see themselves as athletes. It didn’t matter if you were running marathons or jogging around the block—if you moved, you belonged.

Why it worked:
It tapped into something bigger than the brand. It became part of our internal monologue. And Nike stayed consistent with it for decades. That’s rare. That’s powerful.

3. Volkswagen – “Think Small” (1959)

At a time when big, flashy American cars were all the rage, Volkswagen did something radical. They told people to “Think Small.” In a series of minimalist print ads, they leaned into the Beetle’s quirks instead of apologizing for them.

Why it worked:
Honesty. Humor. Humility. It stood out because it didn’t try too hard. It told the truth in a way that made people trust the brand.

4. Coca-Cola – “Share a Coke”

This one hit hard in the 2010s. Instead of the classic logo, Coke bottles featured names. You’d walk into a store and find your name—or your friend’s name—on a bottle. Suddenly, Coke wasn’t just a drink. It was a moment waiting to be shared.

Why it worked:
It turned a mass-market product into a personal experience. And it gave people a reason to talk about the brand again.

5. Dove – “Real Beauty” (2004–Present)

Dove didn’t just run a campaign. They started a conversation. “Real Beauty” featured women of all shapes, sizes, and backgrounds—at a time when that was far from normal in beauty advertising. It was honest. It was vulnerable. And it was badly needed.

Why it worked:
It challenged cultural norms without being preachy. And it wasn’t a one-off. Dove stuck with the message and built an identity around it.

6. Guinness – “Surfer” (1999)

If you’ve never seen this ad, stop what you’re doing and go watch it. “Surfer” is a cinematic masterpiece. A lone surfer waits for the perfect wave while white horses crash around him. It’s moody. It’s intense. It’s poetic.

Why it worked:
It sold patience as a virtue. Just like pouring the perfect pint of Guinness. The brand and the story were inseparable.

7. Budweiser – “Whassup?” (1999)

This is the ad that turned a simple greeting into a global phenomenon. A group of friends answering the phone with “Whassup?” might sound basic now, but it exploded at the time. Everyone was saying it.

Why it worked:
It was funny. It was relatable. And it felt real. Sometimes, you don’t need a big idea. You just need the right vibe.

What These Ads Have in Common

Even though they span different industries, decades, and mediums, these ads share a few key traits:

• Emotional connection: They make you feel something—pride, joy, nostalgia, even defiance.
  
  
• Simplicity: One clear idea, executed well. No clutter.
  
  
• Cultural relevance: They didn’t just join conversations—they created them.
  
  
• Storytelling: They didn’t list features. They told stories that stuck.
  
  

Longevity: Most weren’t one-hit wonders. They built momentum over time.

What You Can Learn (and Actually Use)

If you’re building a campaign right now, here are a few takeaways you can apply:

• Start with a real human insight. Something your audience actually cares about.
  
  
• Don’t be afraid to go against the grain. Safe rarely wins.
  
  
• Make it personal. Talk to one person, not a crowd.
  
  
• Be consistent. If it works, don’t ditch it after a week.
  
  

Create something people want to share—not because you told them to, but because it hit home.

The best ads of all time didn’t just move product. They moved people. And if you’re trying to do the same, you don’t need a Super Bowl budget or a famous director. You just need to say something worth hearing—and say it in a way that only you can.

Let me know which of these is your favorite—or if there’s another all-time great that deserves a spot on the list.