In the last decade, advertising has evolved from traditional TV commercials to a mix of digital campaigns, short films, and viral content. The world of branding has changed as well, with more brands focusing on emotional appeal, storytelling, and consumer engagement. Some ad films have redefined branding strategies and set new benchmarks for creativity, emotional impact, and consumer connection. In this article, we take a look at 10 ad films that have truly shaped the branding landscape in the past decade.

1. Nike – "Dream Crazy" (2018)

Nike’s "Dream Crazy" campaign, featuring Colin Kaepernick, was a game-changer in the branding world. With the slogan "Believe in something. Even if it means sacrificing everything," Nike took a bold stance on social justice issues. This ad not only propelled the brand’s reputation as a champion of athletes and underdogs but also sparked a conversation around social issues. The combination of powerful visuals, motivational messaging, and Kaepernick’s controversial yet poignant involvement made this campaign iconic, highlighting Nike’s role as a socially-conscious brand.

2. Apple – "Shot on iPhone" (2015-Present)

Apple’s "Shot on iPhone" series has been one of the most successful ad campaigns in recent years. By showcasing the photography capabilities of its flagship iPhone, Apple cleverly highlighted its product features without relying heavily on traditional advertising. The stunning visuals created by everyday users across the world made Apple’s marketing feel more authentic and relatable. The campaign has become an ongoing series, with thousands of photos and videos shared globally, creating a sense of global community while boosting brand loyalty.

3. Dove – "Real Beauty Sketches" (2013)

Dove’s "Real Beauty Sketches" campaign touched a sensitive nerve in the beauty industry by redefining how women perceive themselves. The ad depicted women describing their own faces to a forensic artist, followed by strangers describing them, revealing a stark contrast. The powerful message highlighted how women often have a distorted view of their own beauty. Dove’s commitment to promoting real beauty and self-esteem resonated with audiences globally, solidifying its place as a brand that values authenticity and empowerment.

4. Google – "Year in Search" (2018-Present)

Google’s annual "Year in Search" videos have become a highly anticipated tradition, showcasing the year’s most searched topics and events. These films, combining data with compelling storytelling, emphasize Google’s role as a search engine and a tool for connection. By focusing on the most significant global moments, these ads deliver an emotional experience, showing how people used the internet to navigate challenges and celebrate victories. The campaign has consistently reinforced Google’s brand identity as an enabler of knowledge and progress.

5. Coca-Cola – "Share a Coke" (2014)

Coca-Cola’s "Share a Coke" campaign was a brilliant personalization strategy that involved replacing the brand’s iconic logo on bottles with popular names. This ad campaign tapped into the power of personalization and social sharing. By making the bottles feel more personal, Coca-Cola strengthened its emotional connection with consumers and encouraged social media engagement. The "Share a Coke" campaign was a massive success, both in terms of sales and brand recall, as it made the act of purchasing and drinking a Coke feel like a personal experience.

6. Amazon – "The Show Must Go On" (2020)

Amazon’s 2020 holiday ad, "The Show Must Go On," was an emotionally-charged film that captured the global spirit during the pandemic. The ad featured a dancer who continued to practice and perform despite the challenges posed by lockdowns, delivering a powerful message of resilience and hope. The ad perfectly captured the essence of Amazon’s role in helping people stay connected and adapt to a changing world. Its uplifting message resonated with audiences, reinforcing Amazon’s brand as a lifeline in uncertain times.

7. Always – "Like a Girl" (2014)

Always’ "Like a Girl" campaign challenged outdated stereotypes about femininity and strength, redefining the phrase "like a girl." By empowering young girls to embrace their strength and capabilities, Always addressed gender inequality and the importance of positive self-image. The ad created an empowering narrative around girlhood, and the #LikeAGirl hashtag became a global movement. This campaign was a milestone in how brands could use their platforms to champion social change while strengthening their branding identity.

8. Budweiser – "Puppy Love" (2014)

Budweiser’s "Puppy Love" commercial is one of the most beloved ads in recent memory. Featuring the heartwarming story of a puppy and a Clydesdale horse forming an unlikely bond, the ad captured audiences’ hearts with its emotional storytelling. While Budweiser’s connection to the ad is subtle, the campaign effectively reinforced its brand values of friendship, loyalty, and shared moments. The ad became an internet sensation and a memorable part of Budweiser’s long history of iconic Super Bowl commercials.

9. Nike – "You Can’t Stop Us" (2020)

Nike’s "You Can’t Stop Us" ad was a visual and emotional masterpiece that used split-screen imagery to highlight how sports bring people together, even in the face of adversity. It was a message of resilience and perseverance, especially poignant during the COVID-19 pandemic when many sporting events were canceled. The ad, featuring athletes from various backgrounds and sports, reinforced Nike’s commitment to inclusivity and empowerment, making it one of the most powerful branding statements of the decade.

10. John Lewis – "The Bear and the Hare" (2013)

John Lewis, the British department store, has become synonymous with heartwarming Christmas ads. "The Bear and the Hare" was one of their most beloved campaigns, telling the story of a bear who wanted to experience Christmas but couldn't because of hibernation. His friend, a hare, finds a way to make it happen, symbolizing friendship and inclusivity. The ad was not only visually stunning but also emotionally resonant, encapsulating John Lewis’ brand values of family, kindness, and togetherness during the festive season.

Conclusion

These ad films represent a turning point in branding over the last decade. Each of them, in their unique way, pushed the boundaries of creativity, emotional connection, and social relevance. From Nike’s bold social activism to Coca-Cola’s personalization and Dove’s body positivity, these campaigns have redefined what it means to create a powerful brand narrative. As we look to the future, it’s clear that the brands that succeed will be those that tap into authentic human experiences, understand their consumers deeply, and craft campaigns that resonate on an emotional level.

 


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