The Ads We Remember Aren’t Always the Ones We Planned For

We all have that one ad.

Maybe it’s a jingle you can still sing from childhood. A Super Bowl spot that makes you cry (there’s always one). Or a campaign so perfectly simple it makes you wish you'd come up with it first. 

The ads that stick with us aren’t always the flashiest. They’re the ones that feel like they were made with actual humans in mind. They're bold, emotional, and weirdly personal. And they work…because memorable means effective!

So let’s break down a few of our favorite “oh wow, they nailed it” moments and why they hit so hard.

Dove: Sketches that changed how we see ourselves

In 2013, Dove launched a campaign called “Real Beauty Sketches” that asked women to describe themselves to a forensic sketch artist. Then, strangers described them. The results? Two portraits per person: one self-critical and one generous. And surprise, the stranger’s version was kinder, softer, and more beautiful!

It wasn’t about lotion or soap. It was about how women see themselves, and how much kinder others often are when compared to our internal dialogues. The video racked up 50 million views in 12 days and became one of the most viral ad campaigns of all time.

Why it worked: It didn’t try to sell. It didn’t lead with a product. It showed a striking truth and made people feel something. 

Patagonia: The ad that told people not to buy

On Black Friday 2011, Patagonia ran a full-page ad in the New York Times with a giant photo of one of its jackets and the headline:

“Don’t Buy This Jacket.”

Underneath? A manifesto on overconsumption and environmental waste.

It was gutsy. It was values-first. And it sparked a conversation that’s still going on over a decade later.

Why it worked: Sure it said Patagonia was different, but it also proved it! The campaign built trust by putting mission over margin. That trust became community, and community drives loyalty.

Heinz: The ketchup we all already drew

In 2021, Heinz had an idea so simple it was genius: Give people crayons. Ask them to “draw ketchup.”

Most drew the same thing: the red bottle, the white label, the word “Heinz.” The brand didn’t say a word, it just let the world confirm what it already knew - Heinz was the brand people associated with Ketchup.

They turned those doodles into billboards, packaging, and social posts, unlocking instant nostalgia, instant earned media, and instant brand love.

Why it worked: Because everyone already believed it! It didn’t sell, it reminded. It tapped into memory and emotion and let the audience do the talking.

So what do these campaigns have in common?

They chased connection and made people feel something. That made them impossible to forget! 

In a world where targeting is automated, feeds are endless, and most creative looks the same, these campaigns remind us what actually matters:

• Story over spec sheets
• Truth over polish

• Heart over hustle

And here’s the real takeaway: memorable creative is a core driver of ad effectiveness! It builds emotional stickiness, boosts recall, and turns campaigns into culture.

If you want your ad to be someone’s “That One Ad,” get in touch with us! We make creative to remember.

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