100 Best Ads Of All Time
Part 9 of 10 (Ads 80–90)
This part of the collection looks at star power, cultural relevance and counter-culture positioning. Many of these ads show how brands can borrow meaning, attention and emotion by aligning themselves with icons, movements or moments bigger than the product itself.
Day 80 of 100: Pepsi – Michael Jackson
The lead phrase for this iconic commercial is The Pepsi Generation, talk about positioning.
Fun fact, the lead child actor is actually Carlton from Fresh Prince.
What we can learn:
This is all about positioning with a strong tagline and the king of pop. How can you position your brand using taglines and people of influence in your area?
Day 81 of 100: Apple – Simplicity at Its Finest
I love this ad. It’s genius in its simplicity, which sits right at the heart of Apple’s design philosophy and is harder to achieve than most people realise.
What we can learn:
There is genius in simplicity.
Day 82 of 100: Dreamies – Cat Billboard
Dreamies 3D printed giant cats climbing a billboard, showcasing the lengths cats will go to for Dreamies.
What we can learn:
How can you show, in the most literal way possible, the lengths your customers will go to for your product?
Day 83 of 100: Old Spice – The Man Your Man Could Smell Like
So much love for this ad. It’s super funny and the long tagline makes it even better. Old Spice might not smell amazing, but they know how to make a great ad.
What we can learn:
Lean into truths about your audience in a funny but non-offensive way. There is humour in awkwardness.
Day 84 of 100: Dove – Real Beauty
A hugely powerful ad that changed the conversation for many brands.
What we can learn:
It’s important for brands to stand for something. If your values align with a position, talk about it.
Day 85 of 100: Wendy’s – Where’s the Beef
Ads with hilarious grandmas usually equal winners. This also works brilliantly as a poke at competitors.
What we can learn:
There can be real value in poking fun at your competitors’ offering when it’s done well.
Day 86 of 100: Nike – New York Marathon Billboards
Nike scattered dozens of billboards across New York during the marathon with over 50,000 runners. They didn’t show one product, just bold design and messaging that spoke directly to runners.
What we can learn:
If you and your customers have a certain way of talking, use it and don’t be shy. If it feels forced, think again.
Bold, minimal design is insanely powerful.
Day 87 of 100: Paddy Power – Chav Tranquilliser
More genius from Paddy Power. I don’t know if it’s the humour we were brought up on, but these ads get me every time.
Reacting to a comment and poking fun at stereotypical behaviour.
What we can learn:
Keep an eye on your comments, there may be golden opportunities hidden in there.
Don’t be afraid to take a position, and if you can poke fun at it in a good way, your ad will be remembered for a long time.
Day 88 of 100: Heineken – The Water in Majorca
This ad is class and probably what half of my colleagues think British people speak like.
I just love the humour in the advert.
What we can learn:
Hook your audience in with something they can relate to and a story they want to see through to the end. Tie that into your brand message and it’s a winner.
Day 89 of 100: Diesel – Be Stupid
Leaning into the counter culture positioning of the brand, this 2010 campaign is iconic and you can still see its influence today.
The brand even did fly-postering around key cities, which has a special place in my heart.
What we can learn:
It’s good to be different. It stands out. If everyone zigs, you should zag. If you’re going to do that, commit.
Day 90 of 100: Pepsi – Beyoncé, Britney, Pink
At the time, one of the most groundbreaking Super Bowl ads ever made.
Three of the biggest pop icons of all time, something Pepsi has always done well. The first five rows of the colosseum and the people were shot for real, with the rest created using CGI. This was 2010 and it was just an advert.
What we can learn:
A recurring theme is star power. In 2026, stars and people of influence come in many forms. How can you work with the best in your niche, or attach your brand to something culturally relevant?