Coca-Cola’s video game-style ad at first resembled the popular Grand Theft Auto, known for scenes of carjackings and violence. But the brand’s high-speed chase went from a bleak landscape to a bright, cheery environment where everyone sings in harmony to the Coca-Cola theme. Coca-Cola’s “Side of Life” campaign, which included other inventive ads like “Avatar,” imbued the brand with fresh energy.
2008: Tide to Go “Interview” by Saatchi & Saatchi New York
Job interviews are nerve-wracking enough, but this poor candidate faces an extra obstacle: the coffee stain on his shirt won’t stop interrupting him. The twist? The stain talks—constantly—and in complete nonsense. Against all odds, the spot became a breakout hit, prompting Procter & Gamble to expand the idea with consumer participation.
2009: Miller High Life “1-Second Ad” by Saatchi & Saatchi New York
In a bold cost-cutting statement, Miller High Life became the first advertiser to buy a one-second commercial at a time when 30 seconds cost around $3 million. The blink-and-you-miss-it ad featured the deliveryman poking fun at extravagant ad spending: “All we need is a second. High Life!” That single second said everything.
2010: Old Spice “The Man Your Man Could Smell Like” by Wieden+Kennedy Portland
Old Spice has leaned on many types of spokespeople, from robots to moms, but the duo of Terry Crews and Isaiah Mustafa, with their wildly different personas, is still the most memorable. The humorous ad became a cultural phenomenon, scooped numerous awards including a Cannes Lions Film Grand Prix, and boosted Old Spice sales. It’s still inspiring remakes and riffs to this day.
