Top 10 Commercials of All Time: The Most Iconic & Influential Ads Ever

From cinematic epics that debuted during the Super Bowl to quirky virals that swept social media, the most memorable commercials do more than sell products—they capture cultural moments. Below, we count down 10 iconic ads that changed the game, broke records, or inspired millions. Each ranking highlights the campaign’s brand, year, creative team, marketing impact, major awards, and why it remains a cornerstone of advertising lore.

10. Volvo Trucks – “The Epic Split” (2013)

Brand/Agency: Volvo Trucks – Agency: Forsman & Bodenfors (Sweden)
Year: 2013 (Online video, later TV)

‍Marketing Impact:

• Stunned global viewers with Jean-Claude Van Damme performing a perfect split between two reversing trucks.
• Went viral instantly (25+ million views in the first week, eventually surpassing 100 million).
• Generated an estimated $170 million in new truck sales for Volvo, proving B2B ads could go blockbuster.

Major Awards:

• 2015 Cannes Creative Effectiveness Grand Prix.
• The One Show Best in Show (2014) and multiple D&AD honors.

Part of Volvo’s “Live Test” series, “The Epic Split” was a one-take stunt shot at sunrise, featuring minimal CGI. Van Damme’s calm monologue—set to Enya’s “Only Time”—contrasted with the jaw-dropping balancing act on two side mirrors. Intended to demonstrate Volvo’s steering precision, it also enthralled mainstream audiences. By seamlessly blending real performance with cinematic visuals, Volvo Trucks captured the entire internet’s attention, showing that even a commercial aimed at fleet buyers can become an online sensation.

9. Budweiser – “Whassup?!” (1999–2000)

Brand/Agency: Budweiser – Agency: DDB Chicago
Year: 1999 (Debuted on Monday Night Football), amplified in Super Bowl XXXIV (2000)‍

Marketing Impact:

• The “Whassup?!” catchphrase became a global phenomenon, parodied in pop culture and daily conversation.
• Budweiser’s sales soared by ~15% immediately, adding 2.4 million barrels sold, as the ad rejuvenated the brand’s image among young beer drinkers.
• Earned massive brand buzz and organic word-of-mouth at a time before social media was mainstream.

Major Awards:

• 2000 Cannes Film Grand Prix.
• 2000 Grand Clio.
• Inducted into the Clio Hall of Fame (2006).

Directed by Charles Stone III (who also created the original short film), the ads featured friends on phone calls greeting each other with an exaggerated “Wassssup?!” Minimal story, maximum comedic effect. The campaign tapped directly into youth culture, forging a relaxed vibe around Budweiser and overshadowing typical beer marketing clichés. By the early 2000s, “Whassup?!” was everywhere—movies, TV skits, and daily slang—demonstrating how a single, simple catchphrase can capture cultural zeitgeist. Budweiser reaped the benefits, proving that humor plus authenticity could break through the noise and make an ad genuinely fun to watch.

8. Cadbury – “Gorilla” (2007)

Brand/Agency: Cadbury Dairy Milk – Agency: Fallon London; Director: Juan Cabral
Year: 2007 (UK TV, later global)‍

Marketing Impact:

• Following negative press (a product recall), the brand needed a revival; “Gorilla” sparked a 10% jump in Cadbury Dairy Milk sales within weeks.
• Garnered massive online buzz. The surreal drumming gorilla enthralled viewers, who shared it widely (pre-social media era).
• Repositioned Cadbury’s as a brand of joyful surprise, departing from typical product- or ingredient-focused chocolate ads.

Major Awards:

• 2008 Cannes Film Grand Prix (co-winner).
• D&AD Yellow Pencil, One Show Gold, and more.
• Named among the best ads of the 21st century in various industry polls.

The 90-second spot features a gorilla (actor in full gorilla suit) emotionally playing the drum solo to Phil Collins’ “In the Air Tonight.” No product, no slogan—just pure spectacle. The payoff? A small line at the end: “A Glass and a Half Full of Joy.” Created by Fallon as a morale booster for a battered brand, “Gorilla” became an instant cultural reference. It demonstrated that an ad can succeed by associating a brand with sheer delight, ditching product shots and even explicit messaging. Cadbury gained fresh momentum and re-established brand love, showcasing that sometimes, “less (messaging) is more” when a creative concept resonates.

7. Guinness – “Surfer” (1999)

Brand/Agency: Guinness – Agency: AMV BBDO London; Director: Jonathan Glazer
Year: 1999 (UK TV, later global film festival screenings)‍

Marketing Impact:

• Rebranded Guinness as a stylish, contemporary beverage, shaking off “old man’s drink” stereotypes.
• Sparked extraordinary buzz despite limited airings; soared Guinness’s cool factor and reportedly boosted sales among younger demographics.
• Frequently cited as Britain’s best ad ever, revitalizing Guinness’s presence among premium drinkers.

Major Awards:

• Won numerous top prizes in 1999–2000, including Cannes Lions, Clio Awards, and the British Television Advertising Awards.
• Named “Best Ad of All Time” in multiple UK polls (Channel 4, Sunday Times, etc.).

A black-and-white cinematic piece, “Surfer” depicts a surfer waiting for the perfect wave, which materializes as galloping white horses in the crashing surf—an image echoing Neptune’s Horses. The tagline “Good things come to those who wait” parallels the wait for a perfect pint of Guinness. By turning a beer ad into an art film, AMV BBDO and director Jonathan Glazer crafted a moody, evocative masterpiece that mesmerized audiences. The ad’s high production values, epic visuals, and minimal brand intrusion exemplified the maximum creative approach. Even decades later, “Surfer” is revered for its atmospheric storytelling, proving emotional resonance can be far more powerful than direct product selling in forging brand identity.

6. Honda – “Cog” (2003)

Brand/Agency: Honda Accord – Agency: Wieden+Kennedy London; Director: Antoine Bardou-Jacquet
Year: 2003 (UK TV & cinema)‍

Marketing Impact:

• The 120-second chain reaction of Honda Accord parts entranced viewers. Minimal prime-time airings triggered enormous word-of-mouth, quadrupling Honda UK’s site traffic.
• Honda’s UK car sales rose 28% in the ad’s immediate aftermath, translating to ~£400 million in revenue.
• Elevated Honda’s brand image for precision engineering, demonstrating how mechanical “art” can showcase a car’s reliability.

Major Awards:

• 2004 Cannes Film Grand Prix (jointly).
• One Show Best of Show, D&AD awards, and the Gunn Report recognized “Cog” as the most-awarded commercial of 2003–2004.

Filmed in a continuous shot with zero CGI, “Cog” took 600+ takes to perfect. Car parts roll, pivot, and collide in a Rube Goldberg sequence that’s mesmerizing and nearly silent, concluding with a simple text reveal: “Isn’t it nice when things just… work?” Inspired by an art film The Way Things Go, it redefined automotive advertising by highlighting an Accord’s engineering in an imaginative, borderline surreal presentation. The ad proved that a bold concept (with no voiceover or driving footage) could outshine standard car ads, capturing consumer curiosity and industry acclaim alike.

5. Dove – “Real Beauty Sketches” (2013)

Brand/Agency: Dove (Unilever) – Agency: Ogilvy Brazil; Director: John X. Carey
Year: 2013 (Online video, also aired in limited TV edits)

‍Marketing Impact:

• Reached over 163 million views across 25+ languages, topping viral charts in 2013.
• Surveys showed a spike in Dove brand favorability, and $24 million in incremental sales post-campaign.
• Intensified Dove’s brand positioning around building women’s self-esteem, pushing “Real Beauty” from an ad slogan to a global conversation.

Major Awards:

• 2013 Cannes Lions Titanium Grand Prix.
• 2014 Cannes Creative Effectiveness Lion.
• Multiple D&AD, One Show, and Effie (Grand Effie) honors.

Featuring an FBI sketch artist drawing women based on self-description vs. external description, the film revealed how harshly women viewed themselves. The emotional payoff—women seeing two sketches side by side—tugged heartstrings worldwide. Striking for its documentary approach and complete absence of product shots, “Real Beauty Sketches” was the apex of cause-related marketing. By highlighting universal insecurities in a relatable, uplifting format, Dove transcended typical beauty ads, epitomizing the notion that real emotional storytelling can drive both brand love and commercial results.

4. Procter & Gamble/Always – “#LikeAGirl” (2014)

Brand/Agency: Always (P&G) – Agency: Leo Burnett; Director: Lauren Greenfield
Year: 2014 (Online video, Super Bowl 2015 broadcast)‍

Marketing Impact:

• The short film examined the phrase “like a girl,” flipping it from insult to empowerment.
• Garnered 85 million+ views globally, doubling brand favorability for Always.
• Real metric: 76% of viewers said they’d no longer use “like a girl” as a derogatory phrase, proving tangible cultural impact.

Major Awards:

• Swept Cannes Lions (PR Grand Prix, Glass Lion, Titanium) in 2015.
• 2015 Emmy Award for Outstanding Commercial.
• Grand Effie winner for marketing effectiveness.

Presented as a social experiment, #LikeAGirl showed adults imitating “run like a girl” in a mocking manner, contrasting with younger girls who just ran their fastest. This simple yet striking setup hammered home how language shapes self-esteem. The global conversation soared on social media, making it a case study for mission-based advertising. Always effectively rebranded itself around female empowerment, proving that authenticity and purpose can yield major dividends. By championing a social cause, #LikeAGirl rose above typical feminine care ads, winning hearts, minds, and awards in the process.

3. Old Spice – “The Man Your Man Could Smell Like” (2010)

Brand/Agency: Old Spice (P&G) – Agency: Wieden+Kennedy Portland; Director: Tom Kuntz; Actor: Isaiah Mustafa
Year: 2010 (TV + digital extension)‍

Marketing Impact:

• Reinvented Old Spice from a dated aftershave brand to a witty, youthful must-have.
• Went ultra-viral, 40 million YouTube views in the first week. Sales soared 60% initially, eventually doubling year-on-year by July 2010.
• The real-time “response” videos (replying to fans on social media) further expanded reach, showcasing a new era of interactive advertising.

Major Awards:

• 2010 Cannes Film Grand Prix.
• 2010 Primetime Emmy Award for Outstanding Commercial.
• Multiple Cyber Lions, showing the integrated social media brilliance.

Actor Isaiah Mustafa speaks directly to “ladies,” contrasting their man with him—shifting scenes from a bathroom to a boat to a horse in one seamless take. The comedic script, surprise transitions, and Mustafa’s suave persona soared in popularity. W+K’s quick-turnaround “response” campaign hammered home Old Spice’s digital savvy, forging a blueprint for interactive brand engagement. The ad’s success underscores the power of comedic storytelling plus a well-timed social media strategy, leaving a permanent mark on how legacy brands can pivot for younger audiences.

2. Metro Trains Melbourne – “Dumb Ways to Die” (2012)

Brand/Agency: Metro Trains (Australia) – Agency: McCann Melbourne; Animator: Julian Frost
Year: 2012 (Digital campaign/PSA)‍

Marketing Impact:

• A whimsical music video about silly cartoon deaths that soared to 320+ million YouTube views.
• Garnered 127 million pledges for train safety and correlated with a 10–20% drop in rail-related accidents in Melbourne.
• Became a cultural phenomenon: mobile game spin-offs, memes, and a soundtrack stuck in everyone’s head.

Major Awards:

• The most-awarded campaign in Cannes Lions history (2013), with 5 Grand Prix and 28 Lions total.
• Swept D&AD, Webby Awards, Clio, and more, making it arguably the most successful PSA in modern advertising.

Instead of a fear-based approach, McCann Melbourne used darkly cute animation and a catchy tune to highlight “dumb ways to die,” culminating in a message about railway safety. Kids and adults alike found the comedic gore endearing. The hashtag and free game apps furthered user engagement. By turning a serious topic into a viral, shareable anthem, “Dumb Ways to Die” redefined how public service ads can harness pop-culture elements for real-world impact. Its multi-channel integration (YouTube, radio, print, mobile) made it a master class in cross-platform success.

1. Apple – “1984” (1984)

Brand/Agency: Apple Macintosh – Agency: Chiat/Day; Director: Ridley Scott
Year: 1984 (Super Bowl XVIII)‍

Marketing Impact:

• Premiered Macintosh with a rebel stance, shattering corporate conformity allegorized as “Big Brother.”
• Aired only once nationally but generated $5 million+ in free news coverage. Mac sales hit 72,000 units in the first 100 days—50% above forecast.
• Popularized the notion of the Super Bowl as an “ad event.” Solidified Apple’s innovative brand image.

Major Awards:

• 1984 Cannes Lions Grand Prix (Film) and Clio Award.
• Clio Hall of Fame inductee. Ranked #1 on Advertising Age’s “Greatest Commercials” list and numerous similar rankings.

Created by Steve Hayden and Lee Clow, directed by Ridley Scott, “1984” was unlike any prior commercial: cinematic, dystopian, and no product shot until a final tagline. A hammer-wielding heroine in bright red shorts destroys a giant screen of totalitarian propaganda, symbolizing Apple’s promise to liberate personal computing from IBM’s dominance. Its single Super Bowl airing plus intense press coverage changed how ads were perceived—no longer mere promotions but potential cultural phenomena. “1984” remains the ad that rewrote the rules of creative marketing, echoing through advertising history as a watershed moment and the ultimate reason the Super Bowl is now synonymous with cutting-edge ad premieres.

Which Ads Have You Watched?

From the cinematic rebellion of Apple’s “1984” to the gentle PSA genius of “Dumb Ways to Die,” these Top 10 Commercials prove that outstanding ads can transcend mediums, shape culture, and redefine business success. Whether targeting viewers’ emotions, sense of humor, or aspirations, these campaigns show how creativity, authenticity, and sometimes pure spectacle can elevate marketing into an art form. Even decades later, the influence of these ads remains—reminding brands that when you combine big ideas with flawless execution, an advertisement can become a cultural milestone.

• Best Apple Ads of All Time: Iconic Campaigns That Changed Advertising
• The Best McDonald’s Advertisements of All Time
• The Best Nike Ads of All Time: Iconic Campaigns That Shaped Sports Adverstising
• The Best Starbucks Ads of All Time
• Top 10 March Madness Ads of All Time: Iconic Campaigns That Scored Big