Megan Farquhar's Top 10 Ads of All Time
Meg has worked in Brazil, Singapore, and her native USA. She was EVP Creative Director at Energy BBDO Chicago, CCO of Ogilvy Canada, and EVP Executive Creative Director of DDB Chicago, building up a collection of Lions and Pencils before joining start-up creative consultancy Schaaf.
1. DDB New York. Avis. “We Try Harder” (1962)
This might not have been the first time someone turned their disadvantage into an advantage, but it is the most iconic. Of course, you see it with the DDB’s VW Lemon ad as well, but this campaign came from a boring category.
2. Dancer Fitzgerald Sample. Wendy’s. “Where’s the Beef?” (1984)
This is an attack ad gone cultural juggernaut. Maybe I'm biased because I'm from Columbus, Ohio, the home of Wendy’s, but this ad is from the year I was born, and I still somehow know it like I saw it on air. The various ways it has shown up in culture, giving people the language to react to any sort of unsatisfying experience, is way ahead of its time.
3. Leo Burnett. WWF. “Earth Hour” (2007)
This is one of the best examples of a truly global campaign. It was incredible to see how one idea could travel the world, be meaningful in so many cultures, and bring the world together in an effort to make small changes that will have a lasting impact.
4. Almap BBDO, Sao Paulo. Havaianas. (Early 2000s)
These ads were so bright that they made you feel something. They made everyone feel something. They didn't need copy. They confidently said their name, and that was enough. They were a vibe, and that vibe set off waves of art-first ads, the kind you'd want to put on a wall in your room or even frame.
5. Crispin Porter + Bogusky. Ikea. “Lamp” (2002)
I would argue that this spot is some of the best cinema I've ever seen. It is emotional and ridiculous. It was crafted to the 11th degree, and at the end of it, you couldn't forget the brand because the timing of the punchline was so elegantly executed that it was intrinsically linked to the brand forever. It showed a beautiful understanding of humans without ever holding up a mirror.
6. Wieden+Kennedy, New York. ESPN. “This is SportsCenter” (1995)
I can only describe this campaign as branded content before advertising became branded content. It was entertaining, stupid, and insider in a way that spoke to people even if they weren't the target. You wanted to share it. You couldn't wait for the next one. It was magic.
7. BBDO, New York. Mars Snickers. “You’re Not You When You’re Hungry” (2010)
The best use of celebrity. The strategy was brilliant, and the device didn't get old. I loved this campaign. Shifting from indulgence to snack was a brilliant way to look outside of the category because, let's be honest, no one shops category; they shop a feeling. I'm hungry. What do I buy for that?
8. Ogilvy Brazil. Unilever Dove. “Beauty Sketches” (2013)
You know you have a great idea when clients use it as shorthand for the kind of idea they are looking for over the next 10 years. This idea was executed so beautifully, with such care. It's easy for this brand to become preachy, but this work just let humanity take itself in for a moment and then gave it a much-needed hug.
9. Venables Bell + Partners, San Francisco. REI. “#OptOutside” (2015)
REI knew they couldn't win the Black Friday madness that had taken over the world. I am not kidding when I tell you there were Black Friday sales in Brazil when I lived there. REI did the hardest thing to do in that moment, they took the day off. Their belief that their target would see their bold move and reward them for that showed a kind of bravery that advertising doesn't often see. Honourable mention here goes to Patagonia's “Don't buy this jacket”.
10. Wieden+Kennedy, Portland. Nike. “Dream Crazy”
This was peak "brands-taking-a-stand". Now, we are post-brands-taking-a-stand. It is hard to be bold. However, when a brand does it authentically, even the Nike-burning haters helped Nike's bottom line by making a connection with the people they really cared about.
Want to share YOUR Top 10 Ad Ideas of All-Time? Just send the list to chris@42courses.com
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