David Harris's Top 10 Ads of All Time
In many ways, David’s career describes the evolution of advertising over the last 30 years.
He’s gone from traditional advertising (at Allen Brady & Marsh) to integrated (at IMP), to Direct Marketing (at Lida) to data and digital (at Wunderman), to B2B (at Gyro) and is now settled in consultancy (as Chief Creative Officer of 368 Deloitte, Deloitte’s in-house agency).
He is also the President of the Jury of The Caples Awards 2024.
Continuing our series of Desert Island Ads, here are David’s Top 10.
1. BMP, London. The Guardian “Points of View” (1986)
Yes, I know it’s a perennial on the Best Ads Ever lists, but for me, it’s the simplest and most powerful example of storytelling in 30 seconds.
Although the VO sounds very BBC, the different perspectives are still visually impactful. It challenges prejudices in a way that makes you think.
2. DDB New York. New York Public Library (1961)
I first saw this in a collection of ads in a book from my local library when I was at school. It’s stayed with me ever since. It doesn’t have the beautiful, typographic elegance I’d look for in an ad today, but sometimes the idea transcends everything.
And the power of a full-page ad with so much white space can’t be ignored. Or forgotten.
(Headline reads: At your public library, they’ve got these arranged in ways that can make you cry, giggle, love, hate, wonder, ponder and understand.)
3. Åkestam Holst, Stockholm. IKEA (2018)
I could have chosen from so many IKEA ads. Like Burger King, Nike, Guinness, VW, and many brands that consistently create great campaigns, you look forward to what they’ll do next.
This is essentially a voucher ad that’s a pregnancy test. It’s perfectly targeted, as IKEA is where you go when you’re expecting a new addition to the family.
4. A.M. Cassandre, Companie des Wagons-Lits (1927)
Posters are my favourite medium because they’re so immediate.
I love how the art direction is so evocative of movement, the endless perspectives of converging tracks, and the overlapping type. Even the small print has been designed into a border.
If only train travel was as elegant today.
5. Nordpol, Hamburg. Epuron “Mr. Wind” (2006)
Everything about this ad is unexpected.
The idea, the casting, the music, the narrative about being misunderstood. It draws us in to tell a story about the potential of wind as a sustainable energy source. Rather than lecturing us, it succeeds where so many other sustainability ads fail by engaging on a personal level.
6. BBH, London. Levi’s “Laundrette” (1985)
This is ad is the reason so many people now wear Levi’s and boxers. Me included. I remember the hype and going to the cinema especially to see it, before I saw it on TV.
It made jeans sexy and rebellious again, increased sales x20, and launched a string of hit records driven by ads. It’s an ad that defined an era.
7. Forsman & Bodenfors, Sweden. Volvo Trucks “Epic Split” (2013)
In nine days, this ad was seen 40 million times.
It’s a brilliant product demo, a simple idea, dramatically filmed, with an Enya soundtrack. And some people still say B2B is boring.
8. Lowe, London. The Independent “Litany” (1998)
John Cooper-Clarke is a brilliant poet, and I don’t like being told what to do. So it’s hardly surprising this made the cut.
The JS Bach piano soundtrack is an emotional counterpoint to the direct and almost aggressive voiceover, but what really elevates this idea is the ‘reportage’ style of imagery.
It reflects that the Independent was known for having the best photos of any newspaper. For a young art director, it was an education in how to crop.
9. AMV BBDO, London. LADbible “Trash Isles” (2018)
This content-driven campaign reached over 250 million people in 60 days. By positioning the Trash Isles as the 26th smallest country in the world, they petitioned the UN against plastic waste.
It’s genius as an idea, but it’s the supporting creativity that makes it special. The official flag, the cleverly designed currency, the recycled passports, and celebrity ‘honorary citizenships’ amplify the idea beyond brilliance.
10. TBWA\Chiat\Day, Los Angeles. Apple “Think Different” (1997)
This film has become a mantra for anyone working in the creative industry. It’s empowering and instils a belief that we can change lives and improve things.
The original VO was by Richard Dreyfuss, but personally, I prefer this version by Steve Jobs, which was released in memory of him in 2011.
