100 Best Ads Of All Time
Part 1 of 10 (Ads 1–10)
A running journal of the world’s best advertising
This is a personal collection of the world’s best ads, in no particular order.
The aim is simple: look at each ad and pull out a lesson we can actually use as marketers.
1. Apple — Think Different
An incredible piece of film, but more importantly, a masterclass in positioning. Apple weren’t selling computers, they were speaking directly to people who saw themselves as creatives, rebels and challengers.
What we can learn
Know exactly who you want to serve and speak directly to how they see themselves in the world.
2. Guinness — White Horses
Pure drama. Shot in black and white with an unforgettable soundtrack, the horses stir the imagination and build tension for the perfect pint of Guinness.
What we can learn
Pacing matters. Intensity and restraint can add drama and elevate even the simplest product story.
3. BBC Dracula — Sunlight Billboard
A show-stopping billboard that used real sunlight to reveal Dracula’s silhouette. Creativity using natural elements and the environment at its best.
What we can learn
Use your surroundings. When you think beyond the format, you can create moments people stop and talk about.
4. Nike — Find Your Greatness
Nike do this so often and so well. No product shots. Just inspiration. The focus is on the person, not the gear.
What we can learn
You don’t have to put your product at the centre of the message. Put your ideal customer there instead.
5. Rolex — Exploring the Matterhorn
The image is the product, but the story is about exploration and mastery. The copy positions the watch as pure quality through detail and heritage.
What we can learn
Descriptive copy can tell a powerful story. Position your product through the customer’s journey, not technical specs.
6. Burger King — Ronald McDonald
A clever dig at McDonald’s, implying that even their own mascot would rather eat at Burger King. This ad sparked a legendary back-and-forth between the brands.
What we can learn
If you have a competitor, light-hearted shade can be fun and memorable. Just be ready to receive it back.
7. British Airways — Child Pointing Billboard
A child on a billboard stands up and points every time a British Airways plane flies overhead. A beautiful use of technology and timing.
What we can learn
Don’t be limited by your canvas. Take something ordinary and make it extraordinary by breaking the mould.
8. John Lewis — Where Love Lives
An important Christmas ad for John Lewis. By choosing Where Love Lives, they connected deeply through music, memory and emotion.
What we can learn
Identify your ideal customer and put them at the centre of the story. Emotion is one of the most powerful tools in advertising.
9. Loewe — How to Say Loewe
Loewe took a real problem people had pronouncing the brand name and turned it into a funny, memorable ad using real people.
What we can learn
Use real pain points as creative fuel. When humour comes from real life, it sticks.
10. Guinness — Surfer (Extended Cut)
A longer, more cinematic version of the Guinness world. The tension, music and pacing elevate the brand into something iconic.
What we can learn
Sometimes it’s worth slowing down and letting atmosphere do the work. Not everything needs to be fast to be powerful.