The best and most iconic commercials: types, examples, and what they teach us

The commercials that stay with us aren’t just well-produced videos—they are fragments of creativity capable of conveying emotions, meanings, and values in just a few seconds. From emotional ads to humorous ones, from timeless classics to modern case studies, every commercial tells far more than the story of a product: it reveals how a brand wants to be perceived.

In this article, we explore the main types of commercials and the most iconic examples to understand what makes them effective and what they can still teach us today.

Famous emotional commercials

Emotional ads work because they reach the deepest part of the human experience: they evoke empathy, nostalgia, inspiration, and belonging. They don’t just promote a product. They deliver an emotion that lasts.

Apple 1984: the manifesto of emotional advertising

Apple’s 1984 Macintosh commercial, directed by Ridley Scott and inspired by George Orwell’s dystopian imagery, is considered one of the greatest ads of all time. It is far more than a commercial: it is a cultural manifesto. A woman running against the system, shattering the screen of “Big Brother,” symbolically liberating people from conformity. The message is clear: Apple isn’t selling a computer.It’s selling a new way of thinking.

Dior – What Would You Do For Love

Dior’s campaign centers on a universal question: What would you do for love? The campaign’s visual power, together with evocative music and an intimate emotional narrative, turns the perfume from a simple product into a symbol of desire, identity, and personal freedom. A clear example of how luxury brands use emotion to build an aspirational universe that invites the audience to identify with it.

Sensory commercials: when brands communicate through the senses

Sensory commercials don’t explain. They make you feel. Through images, sounds, rhythms, and colors, they evoke physical sensations that become part of the brand experience.

Armani Acqua di Gioia

The Armani Acqua di Gioia campaign relies on a deeply sensory approach, shaping an imaginary world defined by freshness, vitality, and natural energy. The narrative is minimal, while the emotional experience takes center stage: the ad turns the perfume into a sensation rather than a product.

Mulino Bianco – Italy’s quintessential family commercial

Mulino Bianco’s advertising has defined an entire aesthetic: warmth, family, authenticity, and the simplicity of breakfast at home. Soft colors, gentle music, natural acting: everything contributes to a reassuring universe tied to the collective Italian imagination. It is one of the best examples of both emotional and sensory advertising in the food sector.

Comparative commercials that made history

Comparative ads place two brands side by side, highlighting strengths and weaknesses. When done well, they become iconic.

Apple vs PC – The series that redefined tech communication

The campaign features two characters: the PC, awkward, rigid, complicated; and the Mac, young, simple, intuitive. Within seconds, the contrast is unmistakable. It’s a masterclass in positioning: Apple doesn’t attack competitors—it just offers a better alternative.

Pepsi vs Coca-Cola

The rivalry between Pepsi and Coca-Cola has produced some of the most famous comparative ads ever made. One of the most iconic features a child making a “strategic” choice at a vending machine: a simple, clever moment that became the symbol of the brand war.

Humorous commercials that won over the public

Humor is one of the most powerful tools in video marketing: making people laugh creates instant connection and memorability.

Volkswagen – The Force

One of the most shared commercials ever. A child dressed as Darth Vader attempts to use “the Force” to move objects around the house until the magic actually works thanks to a Volkswagen. A perfect mix of nostalgia (Star Wars), humor, and family storytelling.

Amazon – Alexa Lost Her Voice

When Alexa “loses her voice,” Amazon recruits a lineup of celebrities—along with its founder—to substitute her. The contrast between technology and humanity, combined with surreal humor, makes this ad unforgettable. A brilliant example of how a tech brand can use irony to humanize itself.

Social-impact advertising

In recent years, many brands have chosen to address important social issues, turning commercials into tools for awareness. These campaigns don’t just promote a product. They take a stand and influence public discourse.

Dove – The ad against anorexia and beauty stereotypes

Dove’s campaign tackles the sensitive topic of eating disorders and female self-esteem. It challenges unrealistic beauty standards and encourages collective reflection. A powerful example of purpose-driven marketing.

Android – Be Together, Not the Same

Different animals becoming unlikely friends: a simple, universal visual metaphor. The ad promotes inclusivity and diversity, delivering a clear message: technology is for everyone. It remains one of the most shared commercials in Android’s history.

Other famous advertising spots worth mentioning

CHANEL Nº5 – The most expensive commercial ever made

Directed by Baz Luhrmann and starring Nicole Kidman, it is widely considered the most expensive commercial ever produced, with a truly cinematic budget. More than an ad, it is a miniature film: elegant, luxurious, and built around a romantic narrative that perfectly embodies the brand’s identity. A masterful example of emotional branding in the luxury sector.

Nike – Just Do It: the campaign that changed everything

Simple, direct, universal. “Just Do It” is more than a slogan: it’s an existential invitation. Nike built an entire motivational universe around these three words, influencing sports and marketing culture for decades. Learn more here.

What brands can learn from these iconic advertising spots

From these campaigns, five key lessons emerge:

1. Emotions drive memory: we remember what makes us laugh, cry, or feel something.

2. Storytelling beats description: a good story is more powerful than a list of features.

3. A brand needs a clear voice: Apple is rebellious, Nike is motivational, Mulino Bianco is familiar.

4. Simplicity > complexity: the best ads communicate a strong idea in seconds.

5. Boldness pays off: Chanel, Dove, Apple—iconic brands are those that dare.

Why a commercials are a strategic asset for every brand

A well-crafted commercial is not just a video. It’s a long-term investment. It helps:

Today, this value can be amplified through virtual production, CGI, and 3D filmmaking, which allow brands to create cinematic worlds and visuals impossible to achieve on traditional sets. If your brand wants to develop emotional, sensory, or highly visual commercials using these technologies, Ophir Studio can support you in designing and producing next-generation content.

In a saturated market, a strong advertising spot remains one of the most effective tools to tell the world who you are and why you matter

FAQ

What is the most famous commercial of all time?

There isn’t a single definitive answer, but some commercials have become globally iconic. Among the most famous of all time are Apple’s “1984”, Nike’s “Just Do It”, Coca-Cola’s “Share a Coke”, and John Lewis’ Christmas commercials.

What are some recent famous commercials?

In recent years, standout commercials have combined emotion, inclusivity, and above all a strong visual impact. Many are designed to be easily shared online and on social media. Brands such as Nike, Apple, Gucci, Prada, Dove, and IKEA continue to produce memorable campaigns, often in short-form and social-first formats.

Where can I find famous commercials?

Famous commercials can be found on several platforms:

What are some examples of effective commercials?

An effective commercial can be emotional, humorous, narrative, or comparative. Classic examples include:

What are the most famous advertising slogans?

Some slogans have become part of popular culture. Among the most iconic are: