Whether it’s a childhood jingle that you can still sing word for word, or a campaign that influences the way you work today, everyone has an ad that has really stuck with them.
Mediaweek has been asking the industry to take a trip down memory lane, to find out all about the ads that made us.
Greg ‘Sparrow’ Graham – Mediaweek contributor and founder, The Nest Consultancy
Meadow Lea – You Ought To Be Congratulated
“It’s a classic MoJo jingle from the 80s that still resonates and is memorable today – ‘You ought to be congratulated!’
“It made margarine top of mind over butter and celebrated your Mum for being a great family cook. Simple and super catchy jingle that had the whole country singing along.
“A brilliant piece of communication that’s still effective today.”
Melissa Hopkins – chief marketing and audience officer, Seven West Media
Chrysler – Imported From Detroit
“The pure art of deep customer insight, strategy and creative – this spot is masterful and completely changed the way I approached advertising. In the deep height of the GFC in the US, when mid-west America was almost wiped out and forgotten, Chrysler choose to narrate the real story for its target versus the one you expect from Madison Avenue.”
Georgia Faure – head of strategy, Avid Collective
They Call Me Caramello Koala
“This ad instantly brings back mornings that seemed to stretch on forever in the school holidays. Waking up unreasonably early and being sent to loaf around on the sofa with my sister to watch all the hits on Cheez TV. This ad made a lifetime Caramello lover out of me, and obviously ‘They call me Caramello… Koala’ is a song that lives in my head rent-free. The power of a mascot and a jingle!”
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Top Image: Grag ‘Sparrow’ Graham, Melissa Hopkins, Georgia Faure