Best Ads Of All Time
Part 3 — Ads 21–30
This set leans heavily into emotion, storytelling and scale. From long-form narratives to cultural moments and pure entertainment, these ads show how brands can earn attention by making people feel something first, whether that’s joy, nostalgia, surprise or empathy.
21. Werther’s Originals
Think of your grandad and for so many people this ad instantly comes to mind. Werther’s lean into family connection, memory and warmth, using emotion to reinforce trust built over generations.
What we can learn:
Lean into memories your audience already has. When a brand has history, emotion becomes one of its strongest assets.
22. Nike Basketball
Featuring huge names from basketball and incredible creativity in sound design, this is another legendary Nike film. The soundtrack is built entirely from basketball sounds, making the sport itself the music.
What we can learn:
Use sounds connected to your product or service to create something distinctive. Those elements can live far beyond the ad itself.
23. PG Tips – The Return of Monkey
A sequel to an already loved campaign. PG Tips brought back Monkey and Johnny Vegas, turning the ad into a mini drama that ends with conflict resolved over a cup of tea.
What we can learn:
Create story arcs and let your product sit naturally within the narrative. When the story works, the product doesn’t feel forced.
24. Dior
A beautifully shot transition from old to new. The ad honours Dior’s past while clearly signalling a new direction, dripping in opulence and confidence.
What we can learn:
If your brand is evolving, acknowledge the past but clearly point to the future. Change lands better when it feels intentional.
25. Thai Life Insurance
An incredibly emotional film that hooks you from the first scene. Many people say the reveal of the brand almost interrupts the story, but the message of living a good life stays with you.
What we can learn:
Emotional storytelling is powerful, but it must align with the brand. If the connection feels forced, it can backfire.
26. Heinz – Ed Sheeran
Heinz took a DM from Ed Sheeran and turned it into an ad. Simple, fun and instantly shareable, especially for fans.
What we can learn:
If influential people already love your brand, collaborate authentically. If not, look locally or within your niche for people with real alignment.
27. Range Rover
A cheeky piece of guerrilla marketing showing a problem only a Range Rover can solve. Simple, visual and confident.
What we can learn:
Show the problem and let the product solve it naturally. Style and clarity go a long way.
28. Carlton Draught – It’s a Big Ad
The humour pulls you in, but the scale of what’s revealed at the end is what makes it unforgettable. A huge idea executed perfectly.
What we can learn:
Dream big. And if you don’t have the budget, get creative with the idea instead.
29. Cadbury Dairy Milk – Gorilla
A simple concept, a brilliant track and zero explanation. The joy of the moment becomes the brand message.
What we can learn:
Link your product to emotion. Sometimes the feeling is the message.
30. T-Mobile – Flash Mob
Set in an airport arrivals hall, one of the most emotional places already, T-Mobile amplified the moment with music and surprise.
What we can learn:
Find places where emotion already exists and enhance it. When you meet people in the moment, the impact is huge.