Who says TV is dead? Despite the rise of digital advertising and online marketing, television is still the backbone of long-term branding for thousands of the world’s largest companies. From Fortune 500 giants to popular small companies, the world of television has long been the ultimate artistic gateway for advertisers.
We’ve found nine advertisements that aren’t just effective, but inspiring. If you’ve grown tired of the same old interruption advertisements and annoying jingles, let these examples of creative, inspiring advertising serve as reason not to give up on TV. From critical praise to effective conversions, these nine advertisements helped companies rebuild, maintain, and craft their reputations and brands.
1. Think Different, Apple Computer
The 1990s were a rough decade for Apple Computer. Manned by semi-competent CEO Gil Amelio and focused on delivering corporate computers, the California technology company appeared to have lots its uniqueness. Stock prices were at an all-time low, computer sales were falling daily, and investors were quickly losing confidence.
But in 1997, Steve Jobs re-entered the picture and a decade of creativity kicked off at Apple, beginning with the iconic ‘Think Different’ advertising campaign. This advertisement was the first in the series, and in the eyes of critics one of the most inspiring and effective in Apple’s marketing portfolio.
2. I’ll See You In About… 20 Years, Porsche
Porsche have always distinguished themselves from other German car manufacturers. There’s BMW, with an executive image and a wide range of models; Mercedes Benz, with a laundry list of high-end luxury cars, and Porsche, the performance specialists with a range of cars designed for just one thing: the ultimate driving experience.
This advertisement covers the reason for every Porsche purchase: long-term desire. Complete with an American Beauty inspired soundtrack and slick cinematography, this inspiring commercial could be slipped into the average high concept film without looking out of place.
3. Failure, Nike
“I’ve missed more than nine thousand shots in my career. I’ve lost almost three hundred games. Twenty six times I’ve been trusted to take the game winning shot, and missed. I’ve failed over and over and over again in my life, and that is why I succeed.”
Take the world’s most effectively marketed athlete, a company renowned for inspirational advertising campaigns, and a production budget bigger than that of your average indie film. Not only do you get an inspiring message and a frequently quoted advertisement – you get one of the most iconic commercials of all time.
4. We’re Running Out of Time, Thai Life Insurance
There’s no denying it – insurance is dull. Thankfully, this Thai life insurance company found a way to make their advertisements inspiring and touching. Covering the fragility of life and the immense possibility for future generations, this commercial has the look and feel of a feature film and the emotional resonance of a well crafted story.
At over ninety seconds it’s not quite short enough to run in the average advertising timeslot, but as a piece of inspiring advertising it’s certainly found its audience; the Youtube version has been viewed by over 600,000 people in two years.
5. Maybe, Nike
Success is enviable, frustrating, and a cause of immense isolation. It’s also something that thousands of people do their best to avoid every year through excuses, doubt, and destructive behavior. This is another collaboration between Nike and Michael Jordan, and while less famous than ‘Failure’, it remains one of the apparel brand’s most popular and inspiring advertisements.
6. Fate, Nike
What happens when the world’s most recognizable sporting brand commissions a slick, experienced, and ultra-cult director to create their advertisements? You get inspiring pieces of commercial filmmaking like ‘Fate.’
Inspired, designed, and shot by acclaimed director David Fincher – the man behind Se7en, Fight Club, and The Curious Case of Benjamin Button – ‘Fate’ follows two young athletes as they grow up and gain experience. Drenched in Fincher’s dark and contrasting shooting style, this ad gained as much attention from budding filmmakers as it did from apparel shoppers.
7. You Can Shine, Pantene
Four minutes, three seconds. That’s how long Pantene’s acclaimed shampoo commercial was; a length so indulgent and ridiculous that it was rarely displayed on television. The advertisement follows a young deaf girl with a talent for music, a talent that’s unfortunately ignored by her peers and ridiculed by those with no understanding of her disability.
Despite the advertisement’s immense length and limited practicality for television audiences, it gained a massive cult following on release and became a word-of-mouth marketing success. The advertisement has since gained over three million views on Youtube alone – a staggering success for an advertisement available only in non-English markets.
8. Blade Roller, Coca-Cola
Ridley Scott’s Blade Runner missed out on critical acclaim and commercial success, but the sci-fi film eventually found its place as a cult favorite and an endlessly copied creative resource. From Star Wars to Battlestar Galactica, just about every piece of science fiction released since Blade Runner has drawn inspiration from it in some form, be it set design or simple narrative features.
Amazingly, this Coca-Cola advertisement manages to replicate the Blade Runner style without looking tacky, cheap, or uninspired. Directed by Fight Club mastermind and frequent advertisement expert David Fincher, ‘Blade Roller’ is a cool replacement for the template Coca-Cola commercials we’ve grown used to. Unfortunately, it was never released outside of Japan.
9. 1984, Apple Computer
It was the early 1980s, and Apple Computer was in trouble. The Cupertino technology company had seen success with the Apple II, but a series of technological failures and rebuffed innovations left them struggling to find customers. 1984 was fast approaching, and without a slick marketing strategy for their new product – Macintosh – the company could be toast.
So they did what any sensible company should do: hire one of the world’s most acclaimed directors, assign a near-unlimited budget, and ask them to make the most creative television advertisement possible. The Ridley Scott directed ’1984′ commercial ran only once, but it was all Apple needed to gain a place in the market.
