3 Marketing Campaigns That Shook The World

Advertisements. Once they were confined to TV, radio, mailing lists, newspapers and magazines. But now, thanks to new technologies they bombard us constantly. In fact, according to estimates by experts in the field, we are exposed to hundreds of advertising messages each and every day. Of course, most of those messages go unnoticed, as they fail to connect with us in relevant ways. Great advertising grabs us by connecting to our interests and desires. And it does this by delivering a message that grabs us emotionally—a message that transcends the product or service to create a bond between consumer and companies that can have a global impact. Case in point, here are 3 advertising campaigns that, in their own unique ways, shook the world.

NIKE: “Just do it”

Making its debut a little over 25 years ago, Nike’s “Just Do It” campaign—still going strong today—is considered one of the greatest ad campaigns of all time. It all started back in 1988, with a 28 second TV spot, featuring Walt Stack, an 80-year-old San Franciscan who ran 17-miles every morning. When those three simple words “Just do it” appeared at the end of the ad, people across all psycho/social demographic lines began thinking and dreaming of achieving in a whole new way. As the campaign progressed, Nike’s brand image exploded. But this wasn’t just about selling shoes to help people achieve their health and fitness goals. “Just do it” has become the personal tagline for people all over the world who are striving to achieve things both great and small.

WENDY’S: “Where’s the Beef?”

Featuring Clara Peller as a not so sweet old lady who was old enough to be Walt Stack’s wife, Wendy’s campaign made Peller a star as the “Where’s the Beef” catch-phrase went viral—which is a pretty good feat considering the TV spot first aired in 1984. Working it’s way into the lexicon of politicians in the 1984 presidential campaign, talk show hosts and everyday consumers who were tired of being shortchanged, “Where’s the Beef” shot Wendy’s same store sales up 10 percent, a huge gain in the ultra-competitive fast-food industry. In fact, the proliferation of “Where’s the Beef” was so great that Wendy’s ad execs shortened the campaign for fear of over-promoting the hit phrase. Not a bad problem to have.

APPLE: “Get a Mac”, aka, Mac Vs. PC

Yes, Apple’s iconic “1984” Super Bowl commercial shook things up and laid the foundation for the Apple brand that continues today. But in terms of a campaign that resonated with consumers, entertained, and drove market share into the stratosphere, few campaigns have done it better than Apple’s Get a Mac campaign. Pitting a bumbling pudgy guy (the PC) against a handsome hipster (the Mac), the ad used casual and clever banter to point out the benefits of the Mac in a way that made those watching want to be the Mac. The campaign, which lasted four years and featured some sixty-six spots—they actually got better as the campaign went along—boosted Apple’s market share by a phenomenal 42 percent in the first year alone, earning “Get a Mac” a coveted spot on the short list of the most successful advertising campaigns of all time.

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