100 Best Ads Of All Time
Part 2 of 10 (Ads 11–20)
In this next set of ads, the themes start to shift from pure brand positioning into humour, culture and confidence. Many of these campaigns show brands becoming more self-aware, more playful and more willing to lean into how people actually behave. It’s also where we start to see how entertainment, not selling, often becomes the most effective way to earn attention.
11. Zazoo Condoms
A hilarious ad showing the potential outcome of not having protected sex. It’s obvious, playful and lands instantly without needing explanation.
What we can learn:
Play on the consequences of not using your product and tell the story in a lighthearted but clear way.
12. Puma – Valentine’s Day
A great attention-grabbing ad using football hooligans singing on Valentine’s Day. Puma weren’t selling anything directly, they were simply stealing attention on a day they normally wouldn’t own.
What we can learn:
Use the unexpected to grab attention. If you can make it fun and shareable, the brand benefits naturally.
13. Starbucks – Every Table
This ad beautifully tells the story that every person has their own journey. Whether on a bus or at a table, everyone is living their own chapter.
You barely see the product, but Starbucks is positioned as a place for every moment in life.
What we can learn:
Tell your brand story without selling. Emotion and human connection do more than product shots ever could.
14. Virgin Atlantic – 25 Years
Virgin took one of their USPs and made an ad out of it. Confident, playful and very on brand, it leaned fully into Virgin’s personality.
What we can learn:
Take one of your unique features and build a fun narrative around it.
15. The Guardian – Three Little Pigs
A children’s classic reworked into a serious modern message. The drama, pacing and storytelling pull you in while challenging how people form opinions.
What we can learn:
Use familiar stories and twist them. People are drawn to what they recognise, especially when it’s re-framed.
16. JD Sports – Where Are You Going Today
JD gave out hundreds of phones and simply asked people where they were going. Featuring everyday people alongside footballers, rappers and creators, it felt authentic and cultural.
No selling, but everyone is wearing JD.
What we can learn:
Lean into culture and authenticity. Stop trying to sell and just show up in your audience’s world.
17. Pot Noodle – The Slag of All Snacks
Packed with humour and self-awareness. Pot Noodle knows exactly who it’s for and isn’t trying to be anything else.
What we can learn:
Know your position in the market and be comfortable with it. Lean into it fully.
18. Budweiser – Wassup
An iconic ad that became part of everyday language and even featured in films. Fun, relatable and endlessly repeatable.
What we can learn:
Give your audience something simple they can copy and use in real life.
19. Specsavers – Should’ve Gone to Specsavers
A long-running campaign built on simple humour. Showing situations where glasses would have clearly helped.
What we can learn:
Use humour to tell your product’s story in a way people instantly understand.
20. Aldi – Kevin the Carrot
A strong Christmas ad that became something bigger. Children fell in love with the character, turning it into a cultural moment.
What we can learn:
If you can get kids invested in your idea, especially at Christmas, you’re onto something. Take a tradition and build a story around it.