TV is not dead! At least when it comes to commercial… And while we’re on the subject, advertising doesn’t belong in the past either. You just have to learn from the best concepts of famous ads, and add cultural relevancy, brand values, and some imagination to the mix.
In this article, we’ll dive into five iconic ads that built lasting loyalty and explore why they’re still celebrated as some of the best commercials of all time. These ads tap into emotions, creating deep connections between brands and consumers that stick around for years. Let’s go!
Another thing that builds customer loyalty? You guessed it, loyalty programs themselves. Our handy Loyalty Program Concept Worksheet will help you kick things off, make sure you check it out!
Table of Contents
The Evolution of Famous Ads: From Classic Commercials to Modern Digital Campaigns
Advertising has come a long way, from the humble beginnings of print ads in the early 1900s to today’s billion-dollar multichannel digital campaigns. Each new phase of advertising has been shaped by changes in society, technology, and consumer behavior. Let’s do a quick debrief:
- Early 1900s: Print and radio commercials introduced brands to mass audiences. These ads were straightforward and often informative, setting the stage for future storytelling in commercials.
- Post-WWII television era: The rise of TV ads brought an explosion of storytelling, and brands began using celebrity endorsements to connect with consumers on an emotional level.
- Digital Revolution: The internet and social media changed everything. Ads shifted to become more personalized, and brands began collaborating with influencers to reach niche audiences in a more relatable, authentic way.
- Modern Era: Today, the best marketing campaigns often leverage UGC (user-generated content), social media platforms, cultural phenomena, and hyper-targeted ads to foster deeper connections and build community-driven loyalty.
Example to follow: As one of the most influential brands of 2025, Jacquemus truly created cultural moments, reflecting modern taste, and carving out a unique place in customers’ hearts. The brand’s ad for its latest collab with the Monte-Carlo Beach Club evokes dreamy, sweet nostalgia, a trending color scheme, bold visuals, and a true-to-brand authenticity that immediately makes people want to run, not walk, to the Riviera.
Are Commercials Still Relevant in the Digital Age?
In an age where social media influencers and viral content rule the internet, are traditional ads still effective? While it’s true that the viewership of traditional TV has declined, there’s still a place for well-crafted commercials.
- Declining TV viewership: With more people cutting the cable cord, TV ads have seen a decrease in their reach. But that doesn’t mean traditional ads have become obsolete—they’ve just had to evolve.
- Building trust through commercials: In an era of skepticism about digital ads, the best commercials of all time have been able to stand out by offering transparency, relatability, and consistent messaging that fosters trust.
- Relevance in a fragmented market: The most successful marketing campaigns of all time have found ways to break through the noise, connecting with people on a deeper, more authentic level.
Example to follow: CeraVe undoubtedly won the Super Bowl in 2024 with their TV commercial featuring actor Michael Cera. The commercial hit home with viewers, combining humor with cultural relevance, a common misunderstanding about Michael Cera’s involvement (because of his name), and by breaking through the fourth wall, blatantly pronouncing itself an ad at the end. It was funny, memorable, and culturally relevant.
The Psychology of Famous Ads: How Commercials Influence Consumer Behavior
One of the reasons famous ads have such a lasting impact is that they tap into the psychology of human emotions. By appealing to our feelings, memories, and desires, the best commercials of all time have been able to create lasting emotional connections with consumers.
Emotional storytelling
Many of the most iconic ads use powerful storytelling to engage the audience emotionally. This emotional connection leads to better brand recall and fosters customer loyalty.
Color, sound, and imagery
The use of color, music, and imagery in commercials isn’t just about looking pretty—it’s scientifically proven that these elements influence how we feel and remember brands.
Building trust and recognition
Repeated exposure to these ads builds a sense of familiarity and trust, which is essential for long-term customer loyalty. The best commercials repeat key messages, making sure they stick in the minds of consumers.
Example to follow: We cannot think of a better brand and messaging that truly encompasses storytelling, customer recognition, and authenticity than Rare Beauty. At the same time, the brand favors UGC content on the day-to-day, their original “traditional” launch campaign shone brightly by truly highlighting the purpose of the brand, introducing their values, their philosophy of inclusivity, and, of course, matching all of this with visuals that felt organic.
Targeting Emotions: Different Types of Famous Ads that Forge Emotional Bonds
The best marketing campaigns often rely on emotions to build a lasting connection between brands and consumers. From humor to sentimentality to fear, ads tap into different emotional triggers to engage viewers.
- Humor: Funny ads are memorable and leave a positive impression of the brand. Famous ads like Old Spice’s “The Man Your Man Could Smell Like” capitalized on humor to create a strong emotional bond with viewers.
- Sentimentality: Nostalgic ads, like Coca-Cola’s holiday campaigns, tap into our emotions by reminding us of warm, positive moments.
- Inspiration: Inspirational ads, like Nike’s “Just Do It,” align with personal values and encourage viewers to be their best selves, creating an emotional connection based on shared values.
Example to follow: One of Pepsi’s most memorable commercials from the past 10 years is their “Okurr” video featuring Cardi B. Bringing back the rapper for multiple consecutive years, using her famous catchphrase and injecting humor, landed Pepsi the kind of cultural relevance and memeability that ensured they were the definitive talk of the town for far longer than those years Super Bowl results.
5 Super Successful Famous Ads That Built Customer Loyalty
Here are five famous ads that have not only shaped their respective eras of advertising but also built lasting customer loyalty through emotional storytelling, iconic messaging, and cultural relevance.
1. Coca-Cola – “I’d Like to Buy the World a Coke” (1971)
Era: Post-WWII, TV ads
Why it worked: Released at a time when the world was experiencing social and political turmoil, this ad delivered a message of global unity and peace. Coca-Cola wasn’t just selling a product—it was selling an idea: that sharing a Coke could bring people together. The ad’s idealistic tone, set to the iconic jingle, tapped into the universal desire for connection, making it one of the best commercials of all time.
2. Nike – Michael Jordan’s “Just Do It” (1993)
Era: Late 1980s, TV ads and celebrity endorsements
Why it worked: The “Just Do It” campaign (first introduced in 1988) became Nike’s rallying cry, connecting the brand to the personal empowerment of athletes. By using motivational messages and a call to action, the campaign encouraged consumers to push their limits, no matter their background. Nike became synonymous with ambition and determination, forging a deep emotional connection that continues to drive customer loyalty.
3. Dove – “Real Beauty” (first introduced: 2004)
Era: Early 2000s, print and TV
Why it worked: Dove’s “Real Beauty” campaign broke the mold by featuring women of all shapes, sizes, and ages, challenging traditional beauty standards. The campaign resonated deeply with consumers who had long felt excluded by conventional beauty ads. It sparked conversations about body image and self-acceptance, positioning Dove as a brand that stood for real beauty and authenticity—values that fostered long-term loyalty.
4. Budweiser – “Puppy Love” (2014)
Era: Modern-day, Super Bowl ad
Why it worked: This heartwarming ad told the story of an unlikely friendship between a puppy and a Clydesdale. The emotional appeal resonated with viewers, tapping into feelings of warmth and loyalty. With its memorable storyline and adorable animals, the ad became a viral sensation, reinforcing Budweiser’s brand as one that understands the importance of friendship and connection.
5. Apple – “Someday”, by Spike Jonze (2025)
Era: 21st century, modern digital ads
Why it worked: The ad captivates viewers with its emotional depth and stunning visuals. Featuring Pedro Pascal (already a great start), the ad explores themes of grief, transitioning from a bleak environment to moments of joy, showcasing the AirPods 4’s active noise cancellation. Pascal’s heartfelt performance and expressive dance, combined with powerful music transitions, make the product demo relatable and engaging. The narrative and Jonze’s direction create a memorable, emotional connection, effectively showcasing the product while further powering brand affinity.
These five famous ads show that the most successful campaigns are the ones that resonate emotionally, telling powerful stories that remain etched in consumers’ minds long after the ad ends. By building deep, emotional bonds, these best marketing campaigns continue to shape brand loyalty today.
Conclusion
While advertising continues to evolve, the principles of emotional connection and trust remain the foundation of the best advertising campaigns. Famous ads like those from Coca-Cola, Nike, and Dove show us that powerful storytelling, authenticity, and emotional appeal are timeless tools for building customer loyalty.
As we move into the future, the best marketing campaigns of all time will continue to evolve, but the core of what makes an ad great—resonating with people on a personal level—will always stay the same.
Ready to look into customer-centric and flexible loyalty programs as well? Get in touch with our experts by booking a demo to see our platform’s capabilities or sending us an RFP.
Also, don’t forget to check out our easy-to-use Loyalty Program Concept Worksheet!
Zsuzsanna is a Loyalty Specialist with years of experience in digital marketing and e-commerce. Zsuzsanna is known for having an analytic approach and high-level communication skills, helping her deliver engaging content. In her free time, she enjoys watching Formula 1 and listening to endless Taylor Swift playlists.
