100 Best Ads Of All Time

Part 4 of 10 (Ads 31–40)

This set highlights how brands use humour, repetition and cultural moments to build fame over time. Many of these campaigns weren’t one-offs. They became platforms, traditions or ideas people recognised instantly and returned to again and again.

31. KitKat – Bench (Asia)

Leaning into their brand slogan and making it literal.

What we can learn:

Simply use your tagline and place it in a photographable and shareable place.

32. FedEx – Always First (Van Campaign)

We love a bit of competitiveness. One of FedEx’s best ad opportunities is their fleet of vans across every city, so what better way to get their marketing message across.

What we can learn:

Firstly, if you have something that is super visible to the public, use that as your advertising space.

Secondly, if you can weaponise it against your competition in a fun way, why not. If done well it will be shareable.

33. Sprite – Showers on the Beach (Tel Aviv)

What an awesome idea. Fully leaning into the brand’s message of being a refreshing drink by installing fresh water showers on the beach for people to use.

What we can learn:

Find ways to lean into your brand’s USP and look for experiential marketing ideas.

34. Burger King – Trolls the Golden Arches

We love the BK vs McDonald’s rivalry.

What we can learn:

Again, friendly competition and trolling one another can work well for lighthearted viral marketing.

35. Ricky Gervais – Dutch Barn Vodka

Bit off piste with this one but it’s great. Ricky Gervais is known for his hard hitting and shocking comedy, so launching a series of billboards with hardcore messages feels very on brand.

What we can learn:

Don’t be afraid to lean into your character, but also be aware there could be consequences.

36. Mercedes – Oh Lord Won’t You Buy Me

Although Janis Joplin didn’t intend this in the way the ad uses it, this is a total classic.

What we can learn:

Find a way to ingrain your brand name into people’s minds. The ad also perfectly positions the brand as something people aspire to have.

37. Whiskey Brand – Meme SMS Ad

Possibly the most simple ad so far, but it’s been viral for many years. Increasingly we are seeing brands move away from super polished ads.

What we can learn:

Sometimes it’s not about big budgets or cinematography, it’s about conveying a message in a clever way. There are great ads hidden in everyday moments.

38. Samsung – Without Edges (Times Square)

This Times Square takeover is insane and such a strong way to get the campaign message across.

What we can learn:

Think about how to make the biggest impact to convey your message. Even better if you have the budget to take over Times Square.

39. DirecTV – Opulence

Such a fun ad and everyone loves the tiny giraffe. There are so many clever details that reward attention.

What we can learn:

Think about your campaign’s key message and how to convey it in a powerful and memorable way.

40. Coca-Cola – Christmas Ad

The ad that signals Christmas for millions of people every year. Coca-Cola didn’t just run a campaign, they created a tradition.

What we can learn:

If your brand has a key seasonal moment, work to own it consistently over time.