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TOP 100 ADVERTISING CAMPAIGNS 美国《广告时代》杂志对20世纪全球广告业做了一次回顾性的评选，其标准是：影响力、持久力、认知率和文化上的冲击力。 1. Volkswagen, "Think Small;小即是好", Doyle Dane Bernbach, 1959 2. Coca-Cola, "The pause that refreshes;享受清新一刻", D’Arcy Co., 1929 3. Marlboro, The Marlboro Man;万宝路的男人, Leo Burnett Co., 1955 4. Nike, "Just do it;说做就做", Wieden & Kennedy, 1988 5. McDonald’s, "You deserve a break today;你理应休息一天", Needham, Harper & Steers, 1971 6. DeBeers, "A diamond is forever;钻石恒久远，一颗永留传", N.W. Ayer & Son, 1948 7. Absolut Vodka, The Absolut Bottle, TBWA, 1981 绝对 8. Miller Lite beer, "Tastes great, less filling;美妙口味不可言传", McCann-Erickson Worldwide, 1974 9. Clairol, Does she...or doesn’t she?;她用了？她没用？", Foote, Cone & Belding, 1957 10. Avis, "We try harder;我们正在努力", Doyle Dane Bernbach, 1963 11. Federal Express, "Fast talker;快腿勤务员", Ally & Gargano, 1982 12. Apple Computer, "1984", Chiat/Day, 1984 13. Alka-Seltzer, Various ads, Jack Tinker & Partners; Doyle Dane Bernbach; Wells Rich, Greene, 1960s, 1970s 14. Pepsi-Cola, " epsi-Cola hits the spot;百事，正对口味", Newell-Emmett Co., 1940s 15. Maxwell House, "Good to the last drop滴滴香浓，意犹未尽", Ogilvy, Benson & Mather, 1959 16. Ivory Soap, "99 and 44/100% Pure;100％的纯粹", Proctor & Gamble Co., 1882 17. American Express, "Do you know me?;你知道我吗？", Ogilvy & Mather, 1975 18. U.S. Army, "Be all that you can be;成为一个全才", N.W. Ayer & Son, 1981 19. Anacin, "Fast, fast, fast relief;快、快、快速见效", Ted Bates & Co., 1952 20. Rolling Stone, "erception. Reality.;感觉是真实的", Fallon McElligott Rice, 1985 21. Pepsi-Cola, "The Pepsi generation", Batton, Barton, Durstine & Osborn, 1964 22. Hathaway Shirts, "The man in the Hathaway shirt", Hewitt, Ogilvy, Benson & Mather, 1951. 23. Burma-Shave, Roadside signs in verse, Allen Odell, 1925 24. Burger King, "Have it your way", BBDO, 1973 25. Campbell Soup, "Mmm mm good", BBDO, 1930s 26. U.S. Forest Service, Smokey the Bear/"Only you can prevent forest fires", Advertising Council/Foote, Cone & Belding 27. Budweiser, "This Bud’s for you", D’Arcy Masius Benton & Bowles, 1970s 28. Maidenform, "I dreamed I went shopping in my Maidenform bra", Norman, Craig & Kunnel, 1949 29. Victor Talking Machine Co., "His master’s voice", Francis Barraud, 1901 30. Jordan Motor Car Co., "Somewhere west of Laramie", Edward S. (Ned) Jordan, 1923 31. Woodbury Soap, "The skin you love to touch", J. Walter Thompson Co., 1911 32. Benson & Hedges 100s, "The disadvantages", Wells, Rich, Greene, 1960s 33. National Biscuit Co., Uneeda Biscuits’ Boy in Boots, N.W. Ayer & Son, 1899 34. Energizer, The Energizer Bunny, Chiat/Day, 1989 35. Morton Salt, "When it rains it pours", N.W. Ayer & Son, 1912 36. Chanel, "Share the fantasy", Doyle Dane Bernbach, 1979 37. Saturn, "A different kind of company, A different kind of car.", Hal Riney & Partners, 1989 38. Crest toothpaste, "Look, Ma! No cavities!", Benton & Bowles, 1958 39. M&Ms, "Melts in your mouth, not in your hands", Ted Bates & Co., 1954 40. Timex, "Takes a licking and keeps on ticking", W.B. Doner & Co & predecessor agencies, 1950s. 41. Chevrolet, "See the USA in your Chevrolet", Campbell-Ewald, 1950s 42. Calvin Klein, "Know what comes between me and my Calvins? Nothing! 43. Reagan for President, "It’s morning again in America" Tuesday Team, 1984 44. Winston cigarettes, "Winston tastes good--like a cigarette should" 1954 45. U.S. School of Music, "They laughed when I sat down at the piano, but when I started to play!" Ruthrauff & Ryan, 1925 46. Camel cigarettes, "I’d walk a mile for a Camel", N. W. Ayer & Son, 1921 47. Wendy’s, "Where’s the beef?", Dancer-Fitzgerald-Sample, 1984 48. Listerine, "Always a bridesmaid, but never a bride", Lambert & Feasley, 1923 49. Cadillac, "The penalty of leadership", MacManus, John & Adams, 1915 50. Keep America Beautiful, "Crying Indian", Advertising Council/Marstellar Inc., 1971 51. Charmin, "lease don’t squeeze the Charmin", Benton & Bowles, 1964 52. Wheaties, "Breakfast of champions", Blackett-Sample-Hummert, 1930s 53. Coca-Cola, "It’s the real thing", McCann-Erickson, 1970 54. Greyhound, "It’s such a comfort to take the bus and leave the driving to us", Grey Advertising, 1957 55. Kellogg’s Rice Krispies, "Snap! Crackle! and Pop!", Leo Burnett Co., 1940s 56. Polaroid, "It’s so simple", Doyle Dane Bernbach, 1977 57. Gillette, "Look sharp, feel sharp", BBDO, 1940s 58. Levy’s Rye Bread, "You don’t have to be Jewish to love Levy’s Rye Bread", Doyle Dane Bernbach, 1949 59. Pepsodent, "You’ll wonder where the yellow went", Foote, Cone & Belding, 1956 60. Lucky Strike cigarettes, "Reach for a Lucky instead of a sweet", Lord & Thomas, 1920s 61. 7 UP, "The Uncola", J. Walter Thompson, 1970s 62. Wisk detergent, "Ring around the collar", BBDO, 1968 63. Sunsweet Prunes, "Today the pits, tomorrow the wrinkles", Freberg Ltd., 1970s 64. Life cereal, "Hey, Mikey", Doyle Dane Bernbach, 1972 65. Hertz, "Let Hertz put you in the driver’s seat", Norman, Craig & Kummel, 1961 66. Foster Grant, "Who’s that behind those Foster Grants?", Geer, Dubois, 1965 67. Perdue chicken, "It takes a tough man to make tender chicken" Scali, McCabe, Sloves, 1971 68. Hallmark, "When you care enough to send the very best", Foote, Cone & Belding,1930s 69. Springmaid sheets, "A buck well spent", In-house, 1948 70. Queensboro Corp., Jackson Heights Apartment Homes, WEAF, NYC, 1920s 71. Steinway & Sons, "The instrument of the immortals", N.W. Ayer & Sons, 1919 72. Levi’s jeans, "501 Blues", Foote, Cone & Belding, 1984 73. Blackglama-Great Lakes Mink, "What becomes a legend most?", Jane Trahey Associates, 1960s 74. Blue Nun wine, Stiller & Meara campaign, Della Famina, Travisano & Partners, 1970s 75. Hamm’s beer, "From the Land of Sky Blue Waters", Campbell-Mithun, 1950s 76. Quaker Puffed Wheat, "Shot from guns", Lord & Thomas, 1920s 77. ESPN Sports, "This is SportsCenter", Wieden & Kennedy, 1995 78. Molson Beer, Laughing Couple, Moving & Talking Picture Co., 1980s 79. California Milk Processor Board, "Got Milk?", 1993 80. AT&T, "Reach out and touch someone", N.W. Ayer, 1979 81. Brylcreem, "A little dab’ll do ya", Kenyon & Eckhardt, 1950s 82. Carling Black Label beer, "Hey Mabel, Black Label!", Lang, Fisher & Stashower, 1940s 83. Isuzu, "Lying Joe Isuzu", Della Famina, Travisano & Partners, 1980s 84. BMW, "The ultimate driving machine", Ammirati & Puris, 1975 85. Texaco, "You can trust your car to the men who wear the star", Benton & Bowles, 1940s 86. Coca-Cola, "Always", Creative Artists Agency, 1993 87. Xerox, "It’s a miracle", Needham, Harper & Steers, 1975 88. Bartles & Jaymes, "Frank and Ed", Hal Riney & Partners, 1985 89. Dannon Yogurt, Old People in Russia, Marstellar Inc., 1970s 90. Volvo, Average life of a car in Sweden, Scali, McCabe, Sloves, 1960s 91. Motel 6, "We’ll leave a light on for you", Richards Group, 1988 92. Jell-O, Bill Cosby with kids, Young & Rubicam, 1975 93. IBM, Chaplin’s Little Tramp character, Lord, Geller, Federico, Einstein, 1982 94. American Tourister, The Gorilla, Doyle, Dane Bernbach, late 1960s 95. Right Guard, "Medicine Cabinet", BBDO, 1960s 96. Maypo, "I want my Maypo", Fletcher, Calkins & Holden, 1960s 97. Bufferin, Pounding heartbeat, Young & Rubicam, 1960 98. Arrow Shirts, "My friend, Joe Holmes, is now a horse", Young & Rubicam, 1938 99. Young & Rubicam, "Impact", Young & Rubicam, 1930 100. Lyndon Johnson for President, "Daisy", Doyle Dane Bernbach, 1964 |
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