Case Study | Successful Ad Films | Agencies Behind Them | Digital

In the fast-evolving world of advertising, ad films remain one of the most impactful ways to connect emotionally with consumers. Behind every successful commercial lies a blend of sharp storytelling, innovative direction, and agency brilliance. This article dives deep into case studies of some of the most celebrated ad films and the agencies that brought them to life.

1. Cadbury Dairy Milk – “Kuch Khaas Hai”

Agency: Ogilvy India
Year: 1993 (reimagined in later years)

Overview

This classic ad showed a young woman dancing joyfully on a cricket field after her partner hit a six. It broke the stereotype of reserved femininity and celebrated uninhibited joy.

Why It Worked

• Emotional resonance with Indian values of celebration and sweetness
• Strong connection between product and emotion
• Timeless background score
• Effective use of visual storytelling

Takeaway for Brands

Emotion-driven narratives create lasting memories. Ogilvy’s creative approach showed how a simple moment can be transformed into an iconic campaign.

2. Google – “Reunion”

Agency: Ogilvy & Mather
Year: 2013

Overview

The ad told the story of two childhood friends separated during the India-Pakistan partition and reunited decades later through Google Search.

Why It Worked

• Storytelling rooted in real historical context
• Seamless product integration (search functionality)
• High emotional quotient
• Viral reach with millions of shares and global coverage

Takeaway for Brands

Product placement in emotionally charged storytelling makes an ad more human and relatable. Ogilvy once again demonstrated how emotion and tech can blend powerfully.

3. Fevicol – “Fevicol Ka Jod” Series

Agency: Ogilvy India
Year: Ongoing Series (1999 onwards)

Overview

Fevicol’s ads are known for their quirky humor and strong brand identity. Whether it’s an overcrowded bus held together or a baby chair that resists time, the message is consistent: Fevicol sticks strong.

Why It Worked

• Strong brand recall
• Humor-driven storytelling
• Clear product messaging without being overt
• Continuity in theme across multiple campaigns

Takeaway for Brands

Consistency in theme builds long-term brand equity. Fevicol’s humor-laced approach made the mundane exciting and memorable.

4. Apple – “Think Different”

Agency: TBWA\Chiat\Day
Year: 1997

Overview

This ad campaign celebrated rebels, misfits, and change-makers, aligning Apple with innovation and creativity. It featured black-and-white footage of icons like Albert Einstein and Martin Luther King Jr.

Why It Worked

• Bold positioning of the brand as visionary
• Inspirational tone that resonated with creatives
• Clean, minimalist visuals reflecting Apple’s design ethos

Takeaway for Brands

Vision-led advertising positions a brand with purpose. TBWA\Chiat\Day’s work with Apple helped define the company’s identity for decades.

5. Nike – “Dream Crazy” featuring Colin Kaepernick

Agency: Wieden+Kennedy
Year: 2018

Overview

This ad spotlighted athletes who broke barriers, including NFL player Colin Kaepernick, whose stand against racial injustice sparked national debate.

Why It Worked

• Bold stance on social issues
• Powerful script and voiceover
• Alignment with brand values of courage and perseverance
• Controversy that drove conversation and loyalty

Takeaway for Brands

Taking a stand can be polarizing but memorable. Nike’s partnership with W+K proved that purpose-driven campaigns can build deeper connections.

What We Can Learn from These Campaigns

Conclusion

Great ad films aren’t just born—they’re crafted. These case studies highlight the power of strong agency-brand collaborations, rooted in creativity, insight, and strategic storytelling. Whether it’s through humor, emotion, or activism, the most memorable ads reflect the soul of the brand—and the brilliance of the agency behind it.