In a world drowning in content, what makes an ad campaign legendary? It’s not a bigger budget. The best ads connect on a human level, challenge norms, and build a narrative that outlasts the campaign. A truly great example of good advertisement doesn't just sell a product; it sells an idea, a feeling, or a rebellion. For founders and marketers, dissecting these icons is a blueprint for making an impact without a nine-figure spend.

This isn't just a list. We're tearing down seven unforgettable campaigns to reveal the strategies and psychological triggers that made them win. You'll get actionable insights on how these giants built loyalty, shifted culture, and achieved massive ROI. Steal these tactics—from leveraging user-generated content to defining a powerful brand ethos. To see how others tell their story, check out these Top Brand Storytelling Examples for more fuel. Let's dive in.

1. Nike's "Just Do It": Selling a Mindset, Not Just a Shoe

Nike's "Just Do It" is a masterclass in selling an idea. Launched in 1988, the campaign stopped talking about cushioned soles and started selling courage. It tapped into the universal drive to overcome adversity. This is a prime example of a good advertisement because it didn't market a shoe; it created an identity.

The slogan was simple, direct, and radically inclusive. It resonated with the elite marathoner and the beginner dreading their first jog. By featuring an 80-year-old runner, Walt Stack, in its first ad, Nike made it clear: if you have a body, you are an athlete.

Strategic Breakdown

Nike nailed a core marketing rule: sell the outcome, not the object. The outcome wasn't better arch support; it was the feeling of victory.

• Emotional Hook: "Just Do It" became an internal mantra for millions, a direct counter to self-doubt.

• Brand as Identity: Wearing Nike became a statement. It meant you were part of a tribe that shows up and pushes forward.

• Sticky Simplicity: Three words. Easy to remember, easy to apply to any challenge. That's why it has endured for decades.

Actionable Takeaways for Startups

Stop selling software; sell streamlined efficiency. Stop selling a service; sell the peace of mind that comes with it. Find the deeper "why" behind your product.

Key Insight: Don't describe what your product does. Articulate what your customer becomes by using it.

To see how Nike keeps this edge today, dive into Nike's social media marketing plan breakdowns. The lesson is clear: focus on your customer's transformation, and you'll build a connection that a feature list never could.

2. Dove's "Real Beauty" Campaign: Redefining an Industry to Build a Movement

Dove's "Real Beauty" campaign is the gold standard for purpose-driven marketing. Launched in 2004, it torched the beauty industry's rulebook. It swapped unattainable supermodels for real women and started selling self-esteem instead of soap. This is a powerful example of a good advertisement because it turned a brand into a social advocate.

The campaign’s genius was its raw authenticity. Viral videos like "Evolution" exposed the photo-editing fraud behind ad imagery, while "Real Beauty Sketches" showed women how their self-perception was harsher than reality. Dove didn't just tell women they were beautiful; it created social experiments that proved it, sparking global conversations and forging a deep, emotional bond.

Strategic Breakdown

Dove’s strategy was to own a cultural conversation, not a product category. They found a pain point—toxic beauty standards—and made it their mission. The benefit wasn't softer skin; it was the validation of being seen.

• Brand as a Cause: Dove stopped being a soap company and became a champion for self-esteem. Consumers bought in because they believed in the mission.

• Raw Authenticity: Using real women with real insecurities created an unmatched level of relatability. It felt like a documentary, not an ad.

• Long-Term Commitment: This wasn't a one-off stunt. Dove has backed this platform for nearly two decades, building massive credibility.

Actionable Takeaways for Startups

Anchor your brand in a value that your audience genuinely cares about. Don't just solve a problem; stand for something.

Key Insight: Stop talking about your product. Start talking about a problem in the world you are committed to solving. Your brand can become a movement.

By leading with purpose, you cultivate a fiercely loyal community that believes in your mission, not just your product. This approach builds a brand that sticks, creating an impactful connection with customers.

3. Apple's "Think Different" Campaign (1997-2002): Championing the Rebel Spirit

Apple's "Think Different" campaign is the ultimate comeback story. In 1997, Apple was on life support. When Steve Jobs returned, he didn't advertise faster processors. He celebrated the "crazy ones"—the rebels and geniuses who change the world. This is a legendary example of a good advertisement because it sold an ideology, not a computer.

The campaign featured stark, black-and-white portraits of icons like Einstein and MLK, people who broke the mold. The famous TV spot became an anthem for innovators everywhere. It brilliantly positioned Apple not as a machine, but as a tool for those who see the world differently.

Strategic Breakdown

"Think Different" was a declaration of identity. It rebuilt Apple's brand by focusing on its core values, not its failing product line. The benefit wasn't a better UI; it was membership in a tribe of visionaries.

• Brand as a Value System: The campaign never mentioned a product. It was all about creativity, non-conformity, and innovation. This turned customers into believers.

• Aspirational Identity: By aligning with historical icons, Apple let consumers see themselves as part of that creative lineage. Owning an Apple product became a statement.

• Cultural Repositioning: It shifted the question from "What does Apple make?" to "What does Apple believe in?" This built a brand moat competitors couldn't cross.

Actionable Takeaways for Startups

Define your brand's belief system. What do you stand for beyond your feature set? Anchor your brand in that unwavering mission.

Key Insight: Don't just tell customers what your product is. Show them what your brand believes in and invite them to believe with you.

To see this DNA in action today, look at Apple's current marketing communications strategy. By defining a clear, aspirational purpose, startups can build a loyal community that sticks with them through anything.

4. Old Spice "The Man Your Man Could Smell Like": Viral Humor Meets Digital Interaction

In 2010, Old Spice took its dusty brand image and blew it up with one of the most audacious campaigns ever. "The Man Your Man Could Smell Like" wasn't just a commercial; it was a masterclass in combining surreal humor with real-time social engagement. The campaign sold a persona: an impossibly charming man who spoke directly to women. This is a killer example of a good advertisement because it prioritized shareable entertainment over a sales pitch.

The single-take TV spot was just the start. The real genius was the follow-up: a three-day social media blitz where "The Old Spice Guy" created 186 personalized video responses to fans on Twitter and YouTube. This turned a one-way ad into a two-way conversation, creating an avalanche of free buzz.

Strategic Breakdown

This campaign won by fusing brilliant creative with agile execution. It understood that people don't share ads; they share experiences.

• Audience Inversion: It targeted women—the primary buyers of men's grooming products—by speaking directly to them. Smart, disarming, and brutally effective.

• Entertainment First: The ads were so funny and well-produced that people wanted to watch and share them. The entertainment value completely overshadowed the commercial intent.

• Real-Time Engagement: The personalized video responses were revolutionary. Old Spice transformed passive viewers into active brand evangelists.

Actionable Takeaways for Startups

Creative content paired with nimble social interaction can generate an outsized impact on a small budget. Be bold. Be entertaining.

Key Insight: Don't just talk at your audience. Create content that invites them into a conversation and makes them part of the story.

To replicate this, you must understand how to create shareable content. Explore content marketing best practices to learn how even a lean startup can build campaigns that grab attention and drive real engagement.

5. Coca-Cola's "Share a Coke" Campaign: Making Mass-Market Personal

Coca-Cola's "Share a Coke" campaign was a masterstroke in personalization. Launched in 2011, it replaced the iconic logo on bottles with popular names. This simple twist transformed a mass-produced product into a personal token, sparking an emotional connection that was both intimate and sharable. This is an incredible example of a good advertisement because it weaponized personalization at a global scale.

The genius was its focus on connection. The call to action wasn't "Buy a Coke," it was "Share a Coke." This triggered a nationwide scavenger hunt as consumers searched for their names and the names of friends, buying multiple bottles and flooding social media with their finds. Coke effectively turned every customer into a brand ambassador, generating a tidal wave of free, user-generated content.

Strategic Breakdown

"Share a Coke" made a global brand feel personal. It tapped into the human desire for recognition and connection, turning a simple purchase into a social event.

• Mass Personalization: It gave consumers a reason to search for one specific bottle out of thousands, creating a "treasure hunt" that drove repeat purchases.

• User-Generated Content Engine: Putting names on bottles created an irresistible photo-op. The #ShareACoke hashtag went viral, filling social feeds with positive brand interactions.

• Emotional Ownership: Finding a bottle with your name on it created a powerful sense of personal relevance that a generic logo never could.

Actionable Takeaways for Startups

Find ways to make your customers feel seen. You don't need a massive production budget to personalize the user experience and show them they matter.

Key Insight: Your product isn't just a utility; it's part of your customer's life. Personalize their experience to make them feel like an individual, not a data point.

The following infographic shows the campaign's journey from a local test to a global phenomenon.

This timeline proves how user-generated content can multiply growth. For more on this, explore guides on building a community around your startup to learn how to turn customers into your best marketers.

6. Volkswagen's "Think Small" Campaign (1960s)

Volkswagen's "Think Small" campaign is a legendary example of a good advertisement that flipped the script on an entire industry. In 1959, the VW Beetle was small, ugly, and German—everything a 1960s American car wasn't. The campaign took those "weaknesses" and brilliantly turned them into strengths. In an era of flashy, gas-guzzling behemoths, VW sold honesty and wit.

The ads were visually arresting. A tiny image of the car floated in a sea of white space with a simple headline: "Think Small" or "Lemon." This minimalist design was a radical break from the crowded car ads of the day. The "Lemon" ad was pure genius: it explained a car was rejected for a tiny cosmetic flaw, instantly framing VW as a brand obsessed with quality.

Strategic Breakdown

This campaign won by embracing brutal honesty. Instead of selling a fantasy, Volkswagen sold a smart, practical reality to a consumer tired of hype.

• Counter-Narrative: By proudly flaunting its difference from the "bigger is better" culture, VW created a new category for itself. It became the car for the anti-status thinker.

• Honesty as a Weapon: The copy was direct and factual, treating the audience like they had a brain. The "Lemon" ad used a negative word to send a powerfully positive message about quality.

• Minimalist Impact: The clean layout was impossible to ignore. The negative space forced you to focus on the car and the clever message.

Actionable Takeaways for Startups

Own what makes you different. Don't hide your unconventional product's quirks—make them your core message.

Key Insight: Your product's perceived weaknesses can become its most compelling strengths when framed with honesty and wit.

To see how this philosophy influences modern brands, check out case studies from top creative agencies. "Think Small" proves you don't need a huge budget or a flashy product to win. Respect your audience's intelligence and turn your flaws into features.

7. Always "#LikeAGirl": Turning an Insult into a Movement

The Always "#LikeAGirl" campaign is a masterclass in purpose-driven marketing. Launched in 2014, it took a common insult—"like a girl"—and weaponized it as a statement of strength. Instead of talking about product features, Always addressed a critical pain point for its audience: the plunge in confidence girls experience during puberty. This is a brilliant example of a good advertisement because it positioned the brand as an ally in its customers' emotional journey.

The campaign's viral video showed the stark difference between how young girls and adults interpret the phrase "like a girl." The contrast was gut-wrenching and sparked a global conversation about gender stereotypes. Always stopped selling sanitary pads and started selling confidence, empowerment, and social change.

Strategic Breakdown

This campaign won by shifting the focus from a functional product to a higher-level social cause. It tapped into a conversation its audience was already having in their own heads.

• Cultural Insight: The campaign was built on a powerful truth: a girl's confidence plummets during puberty. Addressing this showed genuine empathy.

• Reclaiming the Narrative: Instead of inventing a slogan, the campaign hijacked a negative phrase and flipped it. This gave the audience a tangible way to join the movement.

• Content as a Catalyst: The video wasn't an ad; it was a conversation starter. It was designed to be shared and discussed, generating authentic buzz.

Actionable Takeaways for Startups

Find a genuine social tension or cultural insight that matters to your audience. Don't invent a purpose; uncover one that already exists.

Key Insight: The most powerful marketing doesn't just speak to your audience; it speaks for them, giving a voice to their unspoken struggles and aspirations.

To see how modern brands use this playbook, explore how companies are using platforms like TikTok for social impact campaigns. Champion a cause your users believe in, and you won't just earn customers—you'll build a legion of advocates.

Top 7 Iconic Ad Campaigns Comparison

Your Turn: How to Build Your Own Legendary Campaign

We've torn down the icons, from Nike’s aspirational identity to Volkswagen's revolutionary honesty. Each example of good advertisement is more than a case study; it's a strategic blueprint. The common thread isn't a massive budget. It's a deep focus on a core human truth.

The campaigns that last don't just sell products; they sell belonging (Apple), empowerment (Always), or a new perspective (Dove). They turn a purchase into an act of self-expression. As you build your own marketing, remember this: your audience isn't buying what you make. They're buying who you help them become.

From Inspiration to Actionable Strategy

Now, turn these lessons into a framework. Legendary advertising isn't luck; it's a disciplined approach to understanding your audience and your brand.

Here's your action plan:

• Define Your Enemy: Every great story needs a villain. It can be a social convention (Always vs. stereotypes), a market leader (VW vs. Detroit's excess), or an internal doubt (Nike vs. apathy). A clear enemy gives your brand a purpose.

• Find Your One Truth: Don't try to be everything. Old Spice sold humor. Coca-Cola sold connection. Find your one, undeniable truth and build your entire campaign on it.

• Create Participation, Not Consumption: The best campaigns invite the audience in. "Share a Coke" and "#LikeAGirl" turned viewers into participants, generating massive organic reach. Ask yourself: how can my audience do something with this ad?

Building for Tomorrow's Audience

Tactics and channels change. What worked for VW in the 60s is different from what Old Spice did in 2010. To build your own legendary campaign today, staying ahead of top digital marketing trends for 2025 is non-negotiable.

Ultimately, every great example of good advertisement here started with a bold idea that challenged the status quo. Your budget might be small, but a disruptive idea costs nothing. Start there. Be brave, be different, and build something that earns a place in your customer's world.

Ready to move from theory to execution? Viral Marketing Lab provides the frameworks, tools, and step-by-step guides to help you build campaigns that get noticed. Turn these lessons into your own success story at Viral Marketing Lab.