Old Spice - The Man Your Man Could Smell Like (2010)
Ok I had to get this out of the way first because it's everyone's favourite, but it's for a reason.
The strength of the idea stems from such a simple insight: that women buy body wash for men.
Honda - The OtheRside (2014)
This campaign is amazing because it’s so shareable as people feel as though they’re ‘in’ on the trick, which gives it a point of difference to all other car ads.
Ultimately, it gets the product message across: for family / for fun.
John Lewis - Never Knowingly Undersold (2012)
This ad is a story first and foremost, and it drags you in.
But ultimately, it’s relevant to the brand and subtly showcases their products.
It’s risqué, but it’s a space where it has to be. The content on the website (hyperlinked above) is actually useful, as opposed to being an ad. It does incorporates product information, but in a way that doesn't feel forced.
Stay Living - Boost Mobile (2013)
This is the only teen advertising that truly spoke to teens with something that is cool to them. Teenagers see through bullshit advertising - product discounts, competitions that jump on the selfie mechanic, etc. - so this campaign really set the Australian benchmark for teen advertising.