The joy that these creative types experience when their work is successful and the seriousness with which they approach their craft comes shining through. Along the way, viewers get caught up in their exuberance.
Media employ specific techniques to construct believable stories. They hook our attention through psychological devices and technical effects. The techniques are vast and many, but some common ones are easily recognizable and are identified here. Remember, advertisers will use many techniques not listed. Add to this list as needed.
10. I Love New York
Brand: New York City
The music and footage are sublime and there were more Broadway and political stars than you could shake a slate at. A feast! The jingle became New York State’s official song.
Agency: Wells Rich Greene
Writer: Charlie Moss
Art Director: Stan Dragotti
Director: Stan Dragotti
Music: Steve Karmen
Brand: Coca Cola
The grainy pan of diverse faces on a hilltop seemed to encapsulate the hopeful/romantic/sentimental times. Music + film = perfect harmony worth drinking to. The lyrics:
I’d like to buy the world a home and furnish it with love
Grow apple trees and honey bees
and snow white turtle doves
Writer: Bill Backer
Art Director: Harvey Gabor
Director: Giuseppe Retumo, Roma Films
Composers: Roger F. Cook, Roquel B. Davis, Bill Backer, John Roger Greenway
Literally launched a generation lead by the undebatable pop music icon of its era – Michael Jackson.
8. Old Spice and Marlboro Man
Brand: Old Spice
I don’t think anyone can argue its popularity. It launched a brand and clearly demonstrated how each medium can cross between each other.
Marlboro actually started as a premium cigarette for women, but the brand was never able to take hold. Not, at least, until Philip Morris re-imagined the brand as one appealing to men.
The Marlboro Man image was crafted to present American men, who increasingly viewed themselves as overly domesticated, with fantasy reflections of themselves as free spirits, cowboys and pioneers.
The campaign is epic but the sales of the brand is steady at best. The campaign didn’t even show the product. It counted on creating an image of “coolness” and used the brandname as its badge.
6. We Try Harder
They couldn’t claim to be number 1 because they weren’t so they started at the very truth of their brand and that is – they try harder because they are number 2.
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