The anatomy of an advertisement can be broken down into several key components:

Headline: The headline is the main text at the top of the advertisement that grabs the viewer’s attention and communicates the main message of the ad.

Visuals: The visuals in an advertisement can include photographs, illustrations, or other graphic elements that help to convey the message of the ad.

Body Copy: The body copy is the text in the main body of the advertisement that provides more information about the product or service being advertised.

Call To Action: The call to action is a statement or button that prompts the viewer to take a specific action, such as visiting a website or making a purchase.

Branding: The branding elements in an advertisement include the company logo, colors, and other design elements that are consistent with the company’s visual identity.

To create an effective advertisement, each component must work together to create a cohesive and memorable message. One example of an iconic advertising campaign that successfully utilized these components is Nike’s “Just Do It” campaign.

Nike – “Just Do It” Campaign: Launched in 1988, the “Just Do It” campaign transformed Nike from a niche running shoe company to a global brand. The campaign featured well-known athletes and encouraged consumers to push themselves to their limits and “just do it.” The ads used bold visuals and simple, memorable taglines to communicate a message of empowerment and perseverance. 

At the time, Nike faced stiff competition from established athletic brands such as Reebok and Adidas. Wieden+Kennedy’s solution was to create a campaign that was bold, empowering and spoke directly to Nike’s core audience of active, passionate athletes.

The “Just Do It” campaign featured a series of television commercials and print ads that featured athletes of all levels, from amateurs to professionals, pushing themselves to the limit and overcoming obstacles in pursuit of their goals. The ads accompanied the simple but powerful slogan “Just Do It,” which quickly became a cultural touchstone and a rallying cry for athletes worldwide.

One of the most iconic ads from the campaign featured a young basketball player named Michael Jordan, who was still in the early stages of his career. In the ad, Jordan is seen playing a one-on-one game with basketball legend Larry Bird, all while effortlessly sinking baskets and making impossible moves on the court. The ad ends with the tagline “Who Said Man Was Not Meant To Fly?”, referencing Jordan’s famous ability to soar through the air on the basketball court.

The campaign was an immediate success, helping to establish Nike as a dominant force in the athletic market and driving sales to record levels.  According to Forbes, the “Just Do It” campaign helped increase Nike’s market share from 18% to 43% over a decade. The campaign became a cultural phenomenon, and the “Just Do It” slogan remains one of the most recognizable and enduring marketing slogans of all time.

Overall, the Nike “Just Do It” campaign is a testament to the power of a strong, clear message and the importance of understanding and connecting with one’s audience. By speaking directly to the passions and aspirations of its core audience, Nike created an iconic and enduring campaign that continues to resonate with consumers to this day.

Volkswagen’s “Lemon” Campaign: Another example of an iconic advertising campaign is Volkswagen’s “Lemon” campaign. Created in 1969 by Doyle Dane Bernbach, the “Lemon” ads featured images of damaged and imperfect Volkswagen Beetles with the tagline “We pluck the lemons; you get the plums.” The ads were a bold departure from the traditional focus on perfection and instead celebrated the brand’s honesty and reliability. 

At the time, Volkswagen was a relatively unknown brand in the United States and struggled to gain a foothold in the highly competitive American automotive market. DDB’s solution was to create a series of ads that were witty, self-aware and emphasized Volkswagen’s engineering prowess and attention to detail.

The “Lemon” ad featured a photograph of a pristine Volkswagen Beetle with the headline “Think Small” and the following body copy: “We pluck the lemons of others only to make lemonade. We take the unheard-of parts of other cars to create a new kind of car for the sensible people who drive Volkswagen.”

The ad was revolutionary for its time in that it took a decidedly unconventional approach to automotive advertising. Rather than emphasizing the luxury, power, or status symbols associated with many American cars of the era, the “Lemon” ad positioned the Volkswagen Beetle as a humble, practical, and smart choice for discerning drivers.

The ad’s impact was immediate and profound. It garnered widespread attention and praise from the advertising industry and helped to establish Volkswagen as a major player in the American market. In the years that followed, Volkswagen’s sales in the United States soared, and the “Think Small” campaign became one of the most successful advertising campaigns in history.

In addition to its impact on the advertising industry, the “Lemon” ad is notable for its lasting influence on pop culture. It has been referenced and parodied in countless films, television shows, and advertisements and is widely recognized as a cultural touchstone of the 1960s.

Apple – Macintosh Campaign: Apple’s iconic 1984 ad is another example of a groundbreaking advertising campaign. Created to introduce the Macintosh personal computer, the ad features a dystopian society where a Big Brother-like figure speaks to a large group of people. A young woman carrying a sledgehammer then runs through the crowd. She throws the sledgehammer at a screen displaying the figure’s face, smashing it and symbolizing the end of conformity and the beginning of a new era of computing. The ad was directed by Ridley Scott and aired during the Super Bowl in 1984. It is widely regarded as one of the most iconic advertisements of all time and helped to establish Apple as a brand that valued creativity, innovation, and nonconformity.

When creating an advertisement, it’s essential to understand the target audience and tailor the message accordingly. The design and tone of the advertisement should be appropriate for the product or service being advertised, as well as the intended audience. For example, a luxury brand may use elegant visuals and sophisticated language to appeal to high-end consumers. In contrast, a youth-oriented brand may use bold colors and slang to appeal to a younger audience.

In conclusion, advertisements are an essential component of any successful marketing strategy. To create an effective advertisement, each element, such as the headline, visuals, body copy, call to action, and branding, must work together cohesively to convey the message to the intended audience. In addition, understanding the target audience is crucial to creating an advertisement that resonates with viewers and drives sales.

Sources:

“The 50 Best Commercials of All Time” by Entertainment Weekly: https://ew.com/gallery/50-best-commercials-all-time/

“10 Most Iconic Ad Campaigns in History” by Forbes: https://www.forbes.com/sites/marketshare/2012/10/18/10-most-iconic-ad-campaigns-in-history/?sh=7f28305422a9

“The 18 All-Time Greatest Radio & TV Commercial Jingles” by AdAge: https://adage.com/article/special-report-american-icons/18-time-greatest-radio-tv-commercial-jingles/141868

“The 50 Best Super Bowl Ads of All Time” by Business Insider: https://www.businessinsider.com/the-best-super-bowl-ads-of-all-time-2018-1

“The 25 Most Iconic Advertisements Ever” by The Telegraph: https://www.telegraph.co.uk/business/2016/11/10/the-25-most-iconic-advertisements-ever/