This tour de force from DDB Worldwide in 2000 might have frustrated grammarians, but it delighted audiences and became part of the venacular before going on to win a Cannes Grand Prix. Then Ad Age critic Bob Garfield said the spot “Hit upon not merely the latest beer-ad buzzword, not merely an inside-black-culture joke, not merely a universal expression of eloquent inarticulateness, but the ultimate depiction of male bonding.” Yeah, well, we just liked it.
“So God made a farmer” 스피치 by 폴 하비, 1978 패로디
A decades-old speech from a conservative radio broadcaster who passed away in 2009 became a major topic of chatter when it was condensed and delivered as the audio backdrop for a Ram Trucks ad during the second half of the Super Bowl Sunday. The speech was originally delivered in 1978, smack dab in the middle of the Carter era, and with its folksy timbre and talk of God, Paul Harvey's words stood out amid the stream of ads that ranged from salacious to ridiculous to sentimental on 21st-century CBS.
Paul Harvey's speech subtitle:
And on the 8th day, God looked down on his planned paradise and said, “I need a caretaker.” So God made a farmer.
God said, “I need somebody willing to get up before dawn, milk cows, work all day in the fields, milk cows again, eat supper and then go to town and stay past midnight at a meeting of the school board.” So God made a farmer.
“I need somebody with arms strong enough to rustle a calf and yet gentle enough to deliver his own grandchild. Somebody to call hogs, tame cantankerous machinery, come home hungry, have to wait lunch until his wife's done feeding visiting ladies and tell the ladies to be sure and come back real soon – and mean it.” So God made a farmer.
God said, “I need somebody willing to sit up all night with a newborn colt. And watch it die. Then dry his eyes and say, 'Maybe next year.' I need somebody who can shape an ax handle from a persimmon sprout, shoe a horse with a hunk of car tire, who can make harness out of haywire, feed sacks and shoe scraps. And who, planting time and harvest season, will finish his forty-hour week by Tuesday noon, then, pain'n from 'tractor back,' put in another seventy-two hours.” So God made a farmer.
God had to have somebody willing to ride the ruts at double speed to get the hay in ahead of the rain clouds and yet stop in mid-field and race to help when he sees the first smoke from a neighbor's place. So God made a farmer.
God said, “I need somebody strong enough to clear trees and heave bails, yet gentle enough to tame lambs and wean pigs and tend the pink-combed pullets, who will stop his mower for an hour to splint the broken leg of a meadow lark. It had to be somebody who'd plow deep and straight and not cut corners. Somebody to seed, weed, feed, breed and rake and disc and plow and plant and tie the fleece and strain the milk and replenish the self-feeder and finish a hard week's work with a five-mile drive to church.
“Somebody who'd bale a family together with the soft strong bonds of sharing, who would laugh and then sigh, and then reply, with smiling eyes, when his son says he wants to spend his life 'doing what dad does.'” So God made a farmer.
Volkswagen, “The Force.” Full version
This charming spot featuring a mini Darth Vader caputured the hearts of viewers as he found undiscovered “powers.” Wrote Creativity's Ann-Christine Diaz of the 2011 Deutsch ad: “The ad was remarkable – not just for being a perfect piece of storytelling but for the risky marketing move behind it. Going against Big Game tradition, Volkswagen had released a 60-second version of the spot online before the Super Bowl debut of a 30-second ad. Of course, the one audiences remember is the much better, longer one.”
Volkswagen, "The Force." 30초 커머셜 버전
Nike, “Hare Jordan.”
This feat of animation mixed with live footage from Wieden & Kennedy gave us basketball great Michael Jordan teaming with Bugs Bunny to trounce bullies on the court. According to a Los Angeles Times story from 1992, the year the spot ran in the Super Bowl: “The Nike spot cost nearly $1 million to make – excluding Jordan's salary – estimated Scott Bedbury, Nike's director of advertising. That's about four times the cost of a typical TV spot. Why pay so much for a single ad? Replied Bedbury, 'It creates a warm glow.'”
Coca-Cola, “Mean Joe Greene.”
No top 10 list is complete without this classic 1980 Coca-Cola commercial which resonates to this day. The interplay between the young boy and Pittsburgh Steeler, and its end line, “Hey kid, catch” is a part of advertising history. “While we didn't set out to make a great social or cultural statement, we certainly had one,” Penny Hawkey, the former McCann-Erickson copywriter who created the script, told Coke's corporate blog. “Joe was perhaps the first black male to appear in a national brand commercial, and it had a profound effect at the time. The letters we got were full of gratitude and excitement.” Coca-Cola tried to remake the spot in 2015, but in our opinion nothing beats the real thing.
EDS, “Cat Herding.”
Dry humor and a dead-on product message cleverly converge in this 2000 spot from Fallon that turns grizzled cowhands into herders of cats who ford streams, climb trees and risk bodily harm from claws. So well done, it's worth watching these men “live the dream” over and over.
Coca-Cola, 1971 - 'Hilltop' | “I'd like to buy the world a Coke”
What can we say that hasn't been said already? This 1971 McCann Erickson spot embodies epic cinematography, infectious music and lyrics and an unmistakably Coke-esque flavor. (For a history of the spot, see Coke's blog.) No wonder Don Draper laid claim to it.
Budweiser, “Respect.” 2011
Simple but spectacular: The Budweiser Clydesales pay eloquent tribute to a country shattered by Sept. 11. The marketer and the creator of the spot, Hill, Holliday, Connors Cosmopulos, took some heat for “commercializing” tragedy. But consumers loved the spot – and so do we.
Monster.com, “When I Grow Up.” 1999 short version
“I want to claw my way up to middle management.” The litany of sour aspriations from childen in this 1999 spot from Mullen hit home for adults in dead-end jobs and resulted in the perfect message for a job site. And it worked: “Before the Super Bowl, Monster.com's traffic was running at about 1.5 million unique visitors per month,” said Ad Age in 2000. “For the remainder of 1999, it averaged 2.5 million visitors per month. And the number of resume searches, on the day after the Super Bowl, increased by a factor of 300.” To think it almost didn't happen: read the history of the commercial here.
Was there ever any doubt?
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