Advertising: An industry still capable of magic

Normally when I tell people I'm a copywriter they seem extremely interested and start asking me questions like "So what law degree do you need for that?" or "You're probably gonna search my house for pirate DVDs?" Sooner rather than later I correct them with the fact that being a copywriter means I work in advertising, and quickly their opinions change. Yes, some advertising is bad and yes, some advertising forces products down your throat but more often than not advertising creates a little bit of magic. It tells a feel good story that doesn't necessarily make you buy the product but makes you remember the brand. I've compiled a list of a few ads that make advertising a worthy career. If I create one ad in my lifetime that's half as good as any of these I'll die a happy man.

1. Puma - Chorus

It's a bunch of soccer hooligans singing one of the most renowned love songs of all time and declaring their undying love for football. Within weeks various 'chorus' videos popped up on YouTube as users declared their love for football. 

2. Topsy Foundation - Selinah

In the last decade there has not been a South African ad as powerful and far reaching as this one. Simply brilliant.

3. VW - The Force

You don't see how fast the car can go, you don't see anything special about the car, and you don't see any part of the boy's face. Will I go buy the car because of this ad? Hell yes.

4. Heineken - Men with Talent

A great spoof on all the talent shows currently doing the rounds on TV. Heineken have always been renowned for their brilliant ads and this one adds to their arsenal.

 

 

5. Chicken Licken - Bunker

 

This ad for Chicken Licken took the very sensitive and 'done to death' subject of Apartheid in South Africa and poked fun with it in the most incredible way.

6. BMW - Mouse

 

To this very day people still think this ad was done in America or Great Britain but it's proudly South African. If memory serves me correct this was done in the late 80's, early 90's and still considered as one of the greatest car commercials ever.

 

 

7. Guiness - Surfer

This ad looks more like a short Hollywood film. But when all the mesmerizing visuals and brilliant narration is over you still know that 'Good things come to those who wait.'

8. Evian - Roller Babies

 

This ad did not run on TV once. But in the times we live in, having 39 million hits on YouTube says something about the quality of the commercial. If this ad doesn't want to make you live young, nothing will.

 

 

9. Apple - 1984

 

Back in the 1980's a small computer company was trying to enter the market place. But with big companies like IBM and Microsoft leading the way, how do you cause a stir? Like this. It might not look like much, but this was the kick start to Apple's rising popularity.

10. Nolan's Cheddar - Mouse

 

Did it win any awards? No. Do a lot of people know it? No. But this commercial will leave you smiling and have you singing along. P.S. Don't turn stop halfway through!

So there's my list of commercials that create a little bit of magic. Please tell me if you agree and if not tell me which commercials you think is also 'magical'.

Please note: All commercials are property of their various companies and advertising agencies and no copyright infringement is intended.