Unforgetable Ad Campaigns
Advertising Campaigns We Won’t Soon Forget
There are many advertising campaigns that we will never get out of our collective minds,
whether we want to or not. Who can forget that little old lady asking “Where’s The Beef?”
I can’t for the life of me remember what burger outfit was being pushed but that is the
main problem with advertising in general. Advertising campaigns suffer from over-saturation
of ads and television commercials on our public psyche. We tend to zone out when we see
commercials because we are inundated with them on a daily, hourly, and minute by minute
basis, three hundred and sixty five days a year, seven days a week.
But some commercials and advertising campaigns are hard to forget because they were so timely
that they became part of the fabric of our lives and live on in the annals of pop culture.
Many of you are too young to remember this unless you watched all the retro shows and
commercials on Nick at Nite, but one song that I will never get out of my brain is “I’d
Like to Teach the World to Sing” which was the theme song for Coca-Cola back in the early
70s. The commercial featured hundreds of people on a scenic mountain top all singing together
and holding hands. After the initial overwhelmingly positive response from focus groups and
then the general worldwide public, Coke expanded the commercial and spun off several
incarnations of it.
Sometimes these advertising campaigns make not only the product famous, but the actor who
is hired to perform in them. Rodney Allen Rippy was just such a child star. I can’t quite
remember what he was selling. It was either Burger King or Beefaroni, not sure which, but he
definitely hit the big time. Many future movie stars began their careers as actors on commercials.
Sometimes ad campaigns are effective through their use of bleak humor or ability to deliver
a particularly dark message. That was the case with the anti-drug campaign from the 80s
that said “This is Your Brain. This is Your Brain on Drugs” and showed a frying pan with
an egg in it. That was some powerful metaphor and I am sure that more than one young
person thought twice about using illegal drugs because of that. These types of PSAs, or
Public Service Announcements can be very effective. Over the years there have been many
of them, none more deliberate or crafty than the old Native American chief looking out
over the polluted waters and shores of the Hudson and shedding a single tear.
Ad campaigns begin in the fertile imaginations of Creative Directors, Graphic Designers,
Copywriters, and Advertising Executives around the world. We have them to thank for the
proliferation of these mind-numbing, sixty second shows that seem to fade into oblivion
so quickly.
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