Kenneth Roman, former chairman and CEO, Ogilvy & Mather Worldwide
A hundred years ago, Albert Lasker made orange juice our universal breakfast beverage. Scurvy-conscious gold miners were the main market for California oranges until Lasker branded the fruit “Sunkist,” put simple glass extractors into homes, and directed his agency, Lord & Thomas, to advertise OJ as “healthful.”
Jerry Wind, marketing professor, Wharton School
Apple’s “1984” Super Bowl ad, introducing the Macintosh computer. The 1984 analogy made it culturally resonant, and a sledgehammer-wielding heroine representing a break from IBM’s corporate control appealed to both our rational and emotional sides. The decision to air the one-minute ad nationally only once generated unprecedented media coverage.
Barbara Cave Henricks, president and CEO, Cave Henricks Communications
The “Get a Mac” campaign of 2006 to 2009 brilliantly met the challenge of depicting complex technology in ads. A denim-clad young man (portraying a Mac) and a suited gentleman (a PC) engaged in witty banter on their respective capabilities, clearly differentiating the computers to Luddite and geek alike.
George Lois, art director and designer
In 1985, Tommy Hilfiger became instantly famous with an ad I created that cost less than $160,000. The burning question in town became “Who the hell is T_ _ _ _ H _ _ _ _ _ _ _?!” Not long after the cryptic ad appeared, Calvin Klein approached me in a restaurant, stuck his finger in my face, and blurted, “Do you know it took me 20 years to get where Hilfiger is today?” I politely grabbed his finger and answered, “Schmuck! Why take 20 years when you can do it in 20 days?”