I do NOT have the answer to this question, as advertising is certainly the most subjective topic of all times. The one person may love a commercial, while the next will hate it. If I am asked that question, I will take the cowardly road and say: “There are too many, it is too difficult to choose.” However, if you hold a gun to my head and say, “You HAVE to choose,” I will, once again be a coward and pick two, making it a tie which is so much easier.
The one has nothing to do with my present roots with Pittsburgh and its beloved Steelers … yes, you have guessed it … it is the Mean Joe Greene commercial. When I saw this commercial many years ago in South Africa, I had no idea as to what this was all about, as they play RUGBY in South Africa, and NOT American football! The same applies to my other choice for first place, the well-known Apple 1984 commercial. I remember the day that I saw this commercial for the first time so vividly.
I was a freelance copywriter and dropped off work at Leo Burnett in Johannesburg. Martie, the receptionist/telephonist, informed me that there was going to be a screening in the theater during lunch (lunch in South Africa is between 1 and 2!) On my inquiry what it was all about, she said that she did not know but had to do with something that happened a few days ago in America. Well, the good old USA, I was intrigued as cultural imperialism was alive and well even in those days.
The theater was packed. The MD (Managing Director, NOT Medical Doctor!) addressed us and told us that the commercial we were about to see, was screened a few days ago during Superbowl and took the country by storm, after only ONE screening! Of course, not a single one of us knew what the Superbowl was as they play RUGBY in South Africa. I have seen this commercial many, many times and I still don’t get it and who cares? All that matters is that this commercial demonstrated that advertising WORKS! … even when it broke every rule in the book!
Mean Joe Green
Apple 1984
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