Unleash Your Inner Video Marketing Genius Want to create video ads that grab attention and boost sales? This listicle showcases 10 iconic video ads—from Apple's "1984" to Dollar Shave Club's viral hit—that have reshaped marketing. Learn how these brands crafted compelling narratives, captivating visuals, and lasting impact. Get inspired to elevate your video advertising strategy. […]
Want to create video ads that grab attention and boost sales? This listicle showcases 10 iconic video ads—from Apple's "1984" to Dollar Shave Club's viral hit—that have reshaped marketing. Learn how these brands crafted compelling narratives, captivating visuals, and lasting impact. Get inspired to elevate your video advertising strategy.
Apple's "1984" commercial, aired during Super Bowl XVIII, is considered a landmark achievement in advertising. This groundbreaking advertisement, directed by Ridley Scott, introduced the Macintosh computer to the world through a dystopian narrative inspired by George Orwell's novel. It depicts a gray, oppressive world controlled by a "Big Brother" figure, representing IBM's dominance in the personal computer market. A young, athletic woman, symbolizing Apple, disrupts this control by throwing a sledgehammer through the screen, liberating the masses and heralding the arrival of the Macintosh as a tool for individual empowerment. This powerful symbolism, combined with high cinematic production value, established Apple as a rebellious and innovative brand challenging the status quo.
The ad's brilliance lies in its narrative-driven approach and minimal product visibility. The Macintosh is only briefly shown at the end, with a voiceover proclaiming: "On January 24th, Apple Computer will introduce Macintosh. And you'll see why 1984 won't be like '1984'." This strategy focused on creating an emotional connection with the audience rather than simply showcasing product features. Its cinematic production value, reminiscent of a Hollywood film, set a new standard for Super Bowl advertising.
This approach is highly effective for launching a disruptive product or rebranding an existing one. It works by capturing attention through a compelling narrative, associating the brand with powerful emotions and values, and creating a sense of anticipation. Learn more about Apple's "1984" Super Bowl Commercial to understand its lasting impact on the advertising landscape.
The ad's success is undeniable. It generated massive brand awareness and positioned Apple as a challenger brand, differentiating it from the dominant IBM. While the ad only aired once during the Super Bowl, it sparked immense media coverage, earning Apple an estimated $3.5 million in free publicity and effectively launching the Macintosh as a revolutionary product. This demonstrates the power of a well-crafted narrative to transcend a single broadcast and become a cultural phenomenon.
Features: Cinematic production value, Powerful symbolism, Minimal product visibility, Narrative-driven approach
Pros: Created massive brand awareness, Established Apple as an innovative challenger brand, Generated extensive media coverage, Set a new standard for Super Bowl advertising
Cons: Extremely high production costs, One-time broadcast strategy limited reach initially (though subsequent media attention mitigated this), Minimal direct product information
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This approach is ideal for various businesses, from tech startups and e-commerce companies looking to disrupt their industries to established brands seeking a powerful reintroduction. Apparel and fashion brands can use evocative imagery and narratives to connect with their target demographics. Beauty and cosmetics companies can leverage this style to promote aspirational lifestyles. Even SaaS companies can use cinematic storytelling to humanize their products and demonstrate their impact. Digital marketing agencies can learn valuable lessons from this ad by understanding the power of narrative and emotional connection in creating effective campaigns. Finally, leveraging user-generated content (UGC) can similarly benefit from a powerful narrative to amplify authentic customer experiences.
Nike's "Dream Crazy" campaign, launched in 2018, stands as a prime example of leveraging social justice messaging and celebrity endorsement within a video advertising strategy. As part of their enduring "Just Do It" campaign, this ad, narrated by Colin Kaepernick, celebrated athletes who defied odds and overcame significant obstacles to achieve their dreams. The ad prominently features Kaepernick, who became a controversial figure for kneeling during the national anthem to protest racial injustice, alongside other athletes pushing boundaries. The core message, "Believe in something. Even if it means sacrificing everything," resonated deeply with audiences, particularly younger demographics. This campaign wasn't just about selling shoes; it was about aligning with a social cause and taking a definitive stance. This approach, while risky, exemplified brand purpose messaging and tapped into a cultural conversation, differentiating Nike from competitors.
The "Dream Crazy" campaign employed emotional storytelling, focusing on athletes from diverse backgrounds and highlighting their struggles and triumphs. This inclusive approach, combined with Kaepernick's powerful narration, created a compelling narrative that resonated with audiences on an emotional level. Learn more about Nike's "Dream Crazy" featuring Colin Kaepernick to delve deeper into its impact. This approach can be incredibly powerful for e-commerce businesses, apparel brands, tech startups, beauty companies, digital marketing agencies, and SaaS platforms looking to connect with their target audience on a deeper level. By showcasing authentic stories and aligning with specific values, brands can foster stronger connections and build loyalty.
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This campaign earns its spot on the list because it exemplifies the potential of video advertising to not just promote a product but to ignite conversations, build brand loyalty, and drive significant business results. While risky, Nike's "Dream Crazy" demonstrated the power of taking a stand and aligning with a social cause, resonating with a target audience seeking brands that share their values. This approach is particularly relevant for brands targeting younger demographics who are increasingly drawn to purpose-driven companies.
Dove's "Real Beauty Sketches" campaign, launched in 2013, stands as a landmark achievement in video advertising. It centered around a social experiment where an FBI-trained forensic artist drew portraits of women. The catch? He drew two sketches of each participant: one based on their own self-description and the other based on a stranger's description of the same woman. The stark contrast between the two portraits, with the stranger's descriptions invariably leading to more flattering and accurate representations, revealed a powerful truth: women are often their own harshest critics, holding a distorted view of their own beauty. This insight resonated deeply with audiences worldwide, solidifying Dove's commitment to challenging conventional beauty standards and fostering self-esteem.
This campaign's effectiveness stemmed from its unique features: the social experiment format, emotional storytelling, seamless brand purpose integration, and documentary-style production. These elements combined to create an authentic and relatable experience for viewers. The campaign’s success is undeniable: upon release, it became the most viewed online ad of all time, garnering over 180 million views globally and generating 4.6 billion global media impressions. It was uploaded in 25 languages across 33 of Dove's YouTube channels, demonstrating its global reach and impact.
Why use this approach?
This approach is particularly effective when aiming to build a strong emotional connection with your audience. It works best when your brand message aligns with a universal human truth or a societal issue, allowing you to create content that resonates on a deeper level. This strategy is ideal for brands looking to establish themselves as thought leaders and build a loyal community.
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This approach can be highly effective for various businesses, including:
While the "Real Beauty Sketches" campaign may be difficult to perfectly replicate, its core principles offer valuable lessons for any brand seeking to connect with its audience on a deeper emotional level. By focusing on authenticity, universal truths, and sharable content, businesses can create video campaigns that resonate, inspire, and drive meaningful engagement.
Old Spice's "The Man Your Man Could Smell Like" campaign is a prime example of how humor, a unique target audience approach, and a touch of technical wizardry can revitalize a brand. This 2010 campaign completely transformed Old Spice's image from a somewhat dated men's hygiene product into a modern, vibrant, and humorous brand. The campaign centered around a charismatic Isaiah Mustafa, shirtless and delivering a rapid-fire, witty monologue directly to female viewers. The genius lay in targeting women, who often purchase men's grooming products, with the message that Old Spice is the scent their man should smell like. This cleverly subverted traditional masculinity stereotypes while simultaneously playing into them with the hyper-masculine persona of "The Man Your Man Could Smell Like." The seemingly single-take execution, with Mustafa seamlessly transitioning between improbable scenarios (on a boat, on a horse, in a shower), added another layer of memorability and viral potential.
This campaign’s success stemmed from several key features: the direct address to the target audience, the absurdist humor, the technically impressive single-take execution, and the playful subversion of gender stereotypes. The results speak for themselves: sales increased by an astounding 107% within months, the ad became a viral sensation with over 40 million views in its first week, and the aging Old Spice brand was revitalized, establishing a fresh and engaging brand voice. The campaign even spawned interactive video responses to social media comments, further amplifying its reach and engagement. Sales doubled after the campaign launched, demonstrating the tangible impact of a well-executed video marketing strategy.
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This approach is particularly effective when looking to revitalize a stagnant brand, reach a new target demographic, or generate significant online buzz. It's ideal for brands willing to embrace humor and creativity to connect with their audience on a deeper level. This strategy is especially relevant for e-commerce businesses, apparel and fashion brands, tech and gadget startups, beauty and cosmetics companies, digital marketing agencies, SaaS companies, and those leveraging user-generated content (UGC), as these sectors often benefit from viral marketing and strong brand personality.
This campaign earned its place on this list due to its innovative approach, remarkable results, and lasting impact on video advertising. It serves as an inspiring example of how a well-crafted video can transform a brand's fortunes. While we don't have a website link for this specific campaign, searching for "Old Spice The Man Your Man Could Smell Like" will lead you to numerous articles, videos, and analyses of this groundbreaking marketing effort. It was popularized by actor Isaiah Mustafa, the advertising agency Wieden+Kennedy, and parent company Procter & Gamble.
This groundbreaking 2014 campaign from Procter & Gamble's Always brand tackled the pervasive issue of gender stereotypes head-on by examining the negative connotations associated with the phrase "like a girl." The ad, which employed a social experiment format, asked individuals of varying ages to perform actions "like a girl," such as running, throwing, or fighting. Adults, influenced by societal biases, typically demonstrated these actions with exaggerated weakness and awkwardness. In stark contrast, young girls performed the same actions with strength, speed, and confidence. This simple yet powerful juxtaposition revealed how the phrase "like a girl" becomes an insult during puberty, highlighting the impact of societal pressures on girls' self-esteem.
How it Works: The campaign’s effectiveness stems from its insightful and empathetic approach to understanding the target audience’s experience. By showcasing the contrast between younger and older girls' interpretations of "like a girl," Always effectively tapped into a universal truth about the challenges girls face as they grow up. The documentary interview style, capturing authentic reactions rather than scripted responses, added to the ad’s emotional resonance. This authentic approach resonated deeply with the target audience, creating a powerful connection with the brand.
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When and Why to Use This Approach: This purpose-driven approach is particularly effective for brands targeting specific demographics facing societal pressures or stereotypes. E-commerce businesses selling apparel and fashion can challenge body image ideals, while tech and gadget startups can promote inclusivity in STEM fields. This strategy is ideal for building long-term brand loyalty and establishing your brand as a thought leader.
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Popularized By: Always/P&G, Leo Burnett agency, Lauren Greenfield (director)
[Unfortunately, a direct link to the original video is unreliable as hosting changes over time. Searching for "Always #LikeAGirl" on YouTube should easily locate it.]
This campaign deserves its place on this list because it demonstrates the immense power of purpose-driven marketing. By addressing a relevant social issue with empathy and authenticity, Always not only achieved significant commercial success but also contributed to a positive cultural shift. This example serves as a powerful case study for brands across various industries seeking to connect with their audience on a deeper level and create lasting impact.
This 2013 advertisement for Volvo Trucks, titled "Epic Split," stands as a landmark example of demonstrating product benefits through a visually stunning and unexpected stunt. Instead of relying on dry technical specifications, Volvo showcased the precision and stability of their Dynamic Steering system by having action star Jean-Claude Van Damme perform his signature split between two reversing trucks. The breathtaking execution, set to Enya's "Only Time," captivated audiences worldwide and transcended typical B2B advertising.
[Unfortunately, I cannot embed images directly. A quick search for "Volvo Trucks Epic Split" will bring up the video.]
This ad's success stems from its ingenious integration of product demonstration within a compelling narrative. Van Damme's split, a feat of remarkable balance and strength, becomes a direct metaphor for the trucks' stability and the steering system's precision. This visceral demonstration resonates far more powerfully than any technical explanation could.
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This approach is particularly effective when launching a new product or feature with a key differentiator that can be visually demonstrated. It's ideal for products that might otherwise be perceived as dry or technical, as it adds an element of excitement and memorability. Consider this approach when your goal is to generate buzz, expand your audience, and create a lasting impression.
This ad deserves its place on this list because it revolutionized how B2B advertising, particularly in the industrial sector, can be approached. It demonstrated the power of creativity, impactful visuals, and a well-executed stunt to generate massive brand awareness and drive tangible business results. While the high production costs and risks might not be feasible for every business, the underlying principles of focusing on visceral demonstrations and engaging storytelling are valuable lessons for any marketer.
Google's "Year In Search" campaign stands as a powerful example of data-driven storytelling in video advertising. Instead of directly promoting its products, Google leverages its vast search data to create an emotionally resonant retrospective of the year's key moments, reflecting global trends, anxieties, and triumphs. This approach transforms a utilitarian search engine into a compassionate observer and chronicler of the human experience.
How it works: Each year, Google compiles the most significant search queries, news events, and cultural phenomena into a poignant narrative. The videos typically feature a montage of real-world footage interwoven with text-based searches, underscored by a moving soundtrack. This combination creates a powerful sense of shared experience, reminding viewers of the collective journey we undertake each year.
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This strategy is particularly effective for brands aiming to build a deeper emotional connection with their audience. It's less about direct product marketing and more about establishing brand values and cultural relevance. Consider this approach if:
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Popularized By: Google, Google's in-house creative team
This approach deserves a place on this list because it demonstrates the power of data-driven, emotionally resonant storytelling. It provides a blueprint for brands seeking to connect with their audience on a deeper level and establish themselves as culturally relevant players. By focusing on shared human experiences, Google has transformed its annual "Year In Search" campaign into a powerful and anticipated cultural event.
This 2012 video ad became a viral sensation and a textbook example of disruptive startup marketing. Dollar Shave Club's founder, Michael Dubin, took a decidedly unconventional approach, creating a low-budget, humorous, and irreverent video that directly addressed consumer frustrations with overpriced razors. This direct-to-camera monologue, filmed in a warehouse setting, resonated with audiences tired of the pretentiousness and high cost of traditional razor brands.
How it Works: The ad's success stems from its authenticity, humor, and clear value proposition. Dubin's deadpan delivery and the video's DIY aesthetic created a sense of genuine connection with viewers. The message was simple: high-quality razors delivered conveniently at a fraction of the cost. This resonated deeply with a target audience seeking a better, more affordable shaving experience.
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When and Why to Use This Approach: This approach is particularly effective for startups and challengers looking to disrupt established industries. It's ideal for brands targeting a younger, digitally savvy audience receptive to unconventional marketing tactics. If your brand embraces authenticity, humor, and direct communication, this style of video marketing could be highly effective.
Popularized By: Michael Dubin (founder), Dollar Shave Club, Unilever (later acquirer)
This example deserves its place on the list because it showcases the power of authentic, disruptive video marketing. It demonstrates how a low-budget production with a clear message and a distinct personality can achieve viral success, drive customer acquisition, and build a valuable brand. It serves as a valuable lesson for businesses of all sizes, particularly those in the e-commerce, apparel, tech, beauty, and SaaS sectors, as well as digital marketing agencies seeking innovative and effective campaign strategies. The Dollar Shave Club video provides a template for startups looking to leverage video content to challenge established players and resonate with modern consumers.
This pioneering viral video marketing campaign, launched in 2006, showcases the sheer power of Blendtec blenders in a highly entertaining and memorable way. The premise is simple: Blendtec founder Tom Dickson, clad in a lab coat and signature eyewear, attempts to pulverize a variety of unusual items – from iPhones to golf balls to Bic lighters – in a Blendtec blender. His catchphrase, "Don't try this at home," adds a touch of playful danger while reinforcing the product's extraordinary capabilities. The "Will It Blend?" series transformed a mundane kitchen appliance into a cultural phenomenon, demonstrating the effectiveness of using unconventional methods to highlight product benefits.
This approach deserves a place on this list because it exemplifies the power of creative, low-budget video marketing to generate significant ROI. It's a testament to how a simple, yet engaging concept can capture the attention of millions and drive substantial business growth.
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The series relies on a consistent format: Tom Dickson introduces the item to be blended, places it in the blender, and then dramatically activates the machine. The resulting spectacle, often a cloud of dust or a fine powder, visually demonstrates the blender's power. The "Will It Blend?" series also leveraged audience participation by soliciting suggestions for items to blend, further fueling engagement and expanding the reach of the campaign.
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This approach is particularly effective for e-commerce businesses, tech and gadget startups, and any company with a product whose functionality can be visually demonstrated in a compelling way. It's ideal for brands looking to generate buzz, increase brand awareness, and drive sales through engaging video content. If you have a product with a unique selling proposition that can be showcased in a visually striking manner, the "Will It Blend?" approach can be a powerful model to emulate. This method is especially relevant for target audiences like e-commerce businesses, apparel and fashion brands (demonstrating durability), tech and gadget startups, beauty and cosmetics companies (showing product effectiveness), digital marketing agencies seeking innovative campaign ideas, SaaS companies showcasing software capabilities, and UGC platforms leveraging user-generated demonstrations.
Chipotle's "Back to the Start" campaign demonstrates the power of emotive storytelling and purpose-driven marketing in video advertising. This 2011 animated short film, set to Willie Nelson's cover of Coldplay's "The Scientist," depicts a farmer's journey as his farm industrializes and then returns to sustainable practices. Utilizing stop-motion animation with miniature figures, the ad subtly conveys Chipotle's commitment to sustainable food sourcing without explicitly pushing its products. This approach resonated deeply with viewers, distinguishing the brand from fast-food competitors and establishing Chipotle as a leader in ethical food practices.
The ad’s success stems from several key features: its narrative storytelling, minimal branding, purpose-driven message, and the evocative power of the licensed music. The stop-motion animation lent a unique charm and handcrafted feel, further enhancing the emotional impact. Learn more about Chipotle's "Back to the Start" Animated Short to delve deeper into the campaign's development and impact. This approach proved highly effective, generating over 300 million media impressions and over 8 million online views before its television premiere during the Grammy Awards. In fact, it was the first branded content to air in its entirety during the prestigious awards ceremony. The popularity extended to the music itself, with Willie Nelson's cover reaching the top 40 on iTunes.
This method works by connecting with viewers on an emotional level, appealing to their values rather than just their appetite. By focusing on a compelling narrative and a relevant social issue, Chipotle successfully communicated its brand values without resorting to hard-sell tactics. This approach is particularly effective for e-commerce businesses, apparel and fashion brands, tech and gadget startups, beauty and cosmetics companies, digital marketing agencies, and SaaS companies seeking to connect with a conscious consumer base. UGC creators can also learn from this approach, understanding how authentic storytelling can build a loyal following.
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Chipotle's "Back to the Start" campaign deserves its place on this list because it exemplifies the power of purpose-driven marketing and demonstrates how a brand can successfully communicate its values through compelling storytelling. It's a testament to the effectiveness of emotional connection and subtle branding in a world saturated with overt advertising. It serves as a valuable lesson for businesses across diverse sectors looking to engage audiences authentically and build a lasting brand image.
| Video Ad Title | Implementation Complexity (🔄) | Resource Requirements (⚡) | Expected Outcomes (📊) | Key Advantages (⭐) | Ideal Use Cases (💡) |
|---|---|---|---|---|---|
| Apple's "1984" | High – cinematic and narrative-driven | Very high – blockbuster production costs | Massive brand awareness and media buzz | Powerful symbolism and disruptive storytelling | Revolutionary product launches and disruptive branding |
| Nike's "Dream Crazy" | High – creative with bold risk-taking | High – celebrity endorsement and premium production | Significant sales boost and enhanced brand value | Purpose-driven messaging and emotionally inspiring storytelling | Brands aligned with social issues and bold messaging |
| Dove's "Real Beauty Sketches" | Moderate – documentary-style storytelling | Moderate – focused narrative production | Viral reach with strong audience engagement | Authentic emotional connection and empowering insight | Campaigns targeting social norms and self-esteem issues |
| Old Spice's "The Man Your Man Could Smell Like" | Moderate – clever single-take execution | Low-to-moderate – efficient, creative production | Viral success with rapid sales spike | Humorous tone and revitalized brand voice | Rebranding efforts targeting unconventional audiences |
| Always' "#LikeAGirl" | Moderate – social experiment and interview style | Moderate – balanced production with strong narrative | High cultural impact and increased brand preference | Transforming stereotypes into empowering messages | Campaigns promoting female empowerment and social change |
| Volvo's "Epic Split" | High – complex stunt execution | High – extensive coordination and celebrity cost | Massive viewership with direct product illustration | Visceral demonstration of engineering precision | Industrial product showcases and technical demonstrations |
| Google's "Year In Search" | Moderate – data curation with narrative twist | Significant – annual production and data analysis | Emotional connection with cultural relevance | Unique, reflective, data-driven storytelling | Annual retrospectives and cultural milestone compilations |
| Dollar Shave Club's "Our Blades Are F***ing Great" | Low – direct, founder-led messaging | Very low – minimal, startup production costs | Rapid customer acquisition and viral growth | Authentic and disruptive tone with relatable humor | Startup campaigns and budget-friendly marketing initiatives |
| Blendtec's "Will It Blend?" | Moderate – consistent serial content format | Low – simple setup with high ROI | Dramatic sales boost and sustained viral momentum | Memorable product demonstration with audience engagement | Product demonstrations that mix utility with entertainment |
| Chipotle's "Back to the Start" | High – intricate stop-motion animation | High – creative investment for quality production | High media impressions and emotional engagement | Creative animation combined with purpose-driven storytelling | Sustainability messaging and ethical brand storytelling |
From Apple's groundbreaking "1984" to Chipotle's heartwarming "Back to the Start," these 10 video ad examples showcase the power of creative storytelling, innovative formats, and targeted messaging. Whether you're inspired by Dove's authentic portrayal of beauty or Dollar Shave Club's disruptive humor, the key takeaway is the importance of understanding your audience and crafting a message that resonates. Remember the core elements of success highlighted throughout this article: authenticity, a clear message, and a strong call to action. Mastering these elements is crucial for cutting through the noise and achieving your marketing objectives, whether that's building brand awareness, driving sales, or fostering customer loyalty. Want to explore more ways to leverage the power of video? Many businesses find success through affiliate marketing programs.
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