Emotion
61 articles
NIKE | San Silvestre Vallecana 2003 | 2004
It starts with a news story that sounds made up: lightning strikes the statue of a bear on Madrid's coat of arms, and it comes to life and runs off. That's how this campaign begins—and it ended up winning Spain's first Cannes Lions Grand Prix in Digital.
VIRGIN | Warren | 2004
In 2004, young Australians fell hard for an "incredibly unappealing, single and desperate" dork. His name was Warren. Speaking straight to camera in dating-video style, he was all confidence and zero charm—and yet somehow, totally unlovable as he was, Warren wormed his way into youth culture and became a legendary character who pushed Virgin Mobile to its highest-ever market ranking.
ファンタ | ファンタ学園 先生シリーズ | 2002
These Fanta commercials aired from 2002 to 2004, featuring Dragon Sensei, DJ Sensei, Leather Jacket Sensei... A series that zeroed in hard on junior high and high schoolers—especially junior high kids—and perfected the art of being ridiculous (said as a compliment).
NIKE | TAG (Play campaign) | 2002
In a subway station, a man being chased dives onto a train. The doors close right on his pursuer's arm, just out of reach. Before you know it, the whole city seems to be caught up in one game of tag.
ジョージア | 明日があるさ | 2000
On 8/26, 2000, Coca-Cola Japan's canned coffee brand GEORGIA used Kyu Sakamoto's song "There's Always Tomorrow" in a commercial, and it became an unprecedented revival hit. Both the commercial and the campaign turned into a huge talking point. When it was later made into a TV drama, the first episode pulled a 29.0% rating — the seventh-highest debut rating ever for a commercial broadcaster's drama series, and the highest ever on Nippon TV. That's how big this was.
トヨタ | ファンカーゴ | 2000
This is a 2000 Toyota FunCargo commercial. It's built around a rapid-fire narration that crams in benefit after benefit, then lands on the line "Where I go and what I do is my own business" followed by the sound logo "Fun-Car-Go!" Despite being packed with information, it somehow doesn't feel annoying. This ad is now 18 years old (as of this writing), but the approach would still work perfectly well today.
MILLER BREWING CO. | Fly | 1998
This is one entry from the "Dick" series that the legendary Minneapolis agency Fallon McElligott made for Miller Lite in 1998. It's framed as the work of a fictional creative director named "Dick," turning the ad itself into the joke. For its time, this must have been a pretty bold move.
アコム | むじんくん チャント星人シリーズ | 1996
In 1996, a commercial appeared where aliens in a UFO would say "Want to stop by Earth?" and come down to borrow money from Acom. This series, which swept the nation with its catchy "La-la-la, Mujin-kun♪" phrase, was a shocking piece of work that turned the heavy subject of consumer loans into something light and casual with its sci-fi style.
サッポロビール | 冬物語 | 1995
Don't you get the feeling there used to be a lot more commercials showing off good winter vibes like this? This is Sapporo's Fuyu Monogatari from 1995. Set to Cousin's "Fuyu no Fantasy," it shows young people spending time on a rooftop in winter.
MAXELL | INTO THE VALLEY | 1990
In 1990, cassette tapes were losing ground fast to CDs. MAXELL and HHCL's answer wasn't to explain sound quality—it was to talk about misheard lyrics.
MAXELL | THE ISRAELITES | 1990
In 1990, the cassette tape was already on its way out. Losing to CDs on both sound quality and futuristic appeal, it had slipped to fifth place in the UK blank tape market. That's when Hitachi Maxell dropped this 30-second ad.
APPLE COMPUTER | 1984 | 1984
January 22, 1984, third quarter of the Super Bowl. On screens watched by 960,000 people, 60 seconds ran with no product and no specs in sight. Just a woman hurling a hammer, and a screen shattering. The two commentators looked at each other and couldn't help but ask, "What was that?"
VOLKSWAGEN | Funeral | 1969
In 1969, there was one thing advertising simply didn't touch: death. Everyone avoided that third rail — DDB walked right onto it.