To continue our series on Brand Personality, Brand Identity and Brand Recognition we wanted to share our Top 20 favourite picks for current Commercials we think are inspiring and that represent their brand well. The success of these commercials lies in the fact that they tell a story, evoke an emotion and are compelling to watch. As you’ll see many of them are successful because they appeal to our sense of humour as well — who doesn’t love to laugh?! These commercials use an artful combination of well crafted scripts, voiceovers, music, masterful editing and high definition quality.
So listed below, in no particular order, are our commercial favourites.
No 1 Old Spice
This one is a compilation of a variety of Old Spice commercials from 2011 and 2012. We couldn’t pin it down to just one Old Spice commercial. These commercials were so successful that even Sesame Street did a parody.
No 2 Heineken
No 3 Dove Movement for Self Esteem
These commercials are about the Dove Movement for Self Esteem and how it relates to the sale of their products. Self Esteem for women is part of the brand message and brand culture. Dove wants you to know that purchasing their products contributes to the well being of your community. We think it’s pretty powerful stuff. As a result, Dove is more likely to have strong brand loyalty.
No 4 Dos Equis Beer
No 5 Duracell
The brand tagline is “Trust Your Power”. With a larger budget, the Duracell brand has the luxury of inviting a celebrity to represent their brand in commercial advertisements. This carries a lot of weight when people make buying decisions; it also makes the product that much more memorable.
No 6 Gilette
This commercial goes all out – yep sexy sells. Yes, it certainly does when you’ve got Adrien Brody, Gale Garcia Bernal, Andre 3000 and a few super models in your commercial. There’s something in it for everyone. Add an edgy soundtrack and you’ve got a winner — well, we think so.
No 7 Nolan’s Cheddar
No 8 Ford Mustang
No 9 Axe
Time and time again Axe makes the most humourous commercials — commercials that beg to be shared on social media. Who doesn’t like a good laugh? The more their commercials are shared, the more brand awareness and recognition is created.
No 10 Budweiser
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No 11 Geico
Maxwell the Piggy was so successful in his acting debut that he’s been used in a few commercials since. The Geico Gecko and the Antelopes with Night Vision are also great commercials (not shown here).
No 12 Valspar Paint
These guys sort of took a page from Telus with their lizard emcees; but, we’ll forgive the lack of originality given that the commercials are presented in a quality way. Besides, they did put their own spin on the concept.
No 13 Telus
No 14 ADL (Anti Defamation League)
The brand culture of this organization is a weighty topic all on it’s own. We think that the producers of this commercial really hit the mark with a combination of appropriate lighting, soundtrack and high quality video production and editing.
No 15 Tim Horton’s
No true Canadian could leave Tim Horton’s commercials off of the list. This commercial in particular captures the richness of Canadian heritage for both our “love of hockey” and the many immigrants who have forged a life here in Canada.
No 16 Got Milk?
No 17 Dodge Ram Trucks
No 18 Hyundai Sante Fe Car
No 19 Vespa
Here’s how Vespa shows that they are always true to their brand. At the same time the commercial has appeal to their fashionable and trendy audience — the people most likely to purchase their product.
No 20 Apple Computer
This list would not be complete without the iconic 1984 Apple Computer commercial. Directed by Ridley Scott it was nationally aired on television during the 3rd quarter of the 1984 Super Bowl football game. The message — that Apple would revolutionize the world and release us all from stagnant creativity; inspiration for the concept was taken from George Orwell’s novel by the same name, 1984.
BONUS 2013 Toyota RAV4
We needed to round off our list with at least one video that had some four legged friends in it. We think this commercial is memorable with all of the necessary elements for a great branded commercial: humour, a fitting soundtrack (probably custom for the commercial), great video edits and the “cuteness” factor of our four legged friends.
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In the meantime, stay tuned for a future article on commercials we think best represent brand evolution.