Some commercials stay in our memory forever. They don't just change a brand's revenue — they reshape an entire industry. We've compiled the ten most influential TV spots of all time, analyzing what makes them special and which lessons we can still draw from them today.
1. Apple — "1984" (Super Bowl 1984)
Director Ridley Scott created a dystopian short film for Apple that introduced the Macintosh — without even showing the product. The spot aired a single time during the Super Bowl and is still considered the most important commercial in TV history. The message was radical: Apple liberates humanity from the conformity of IBM's world.
Lesson: Don't sell features, sell a vision. Apple never explained what the Macintosh could do — only why it mattered. The principle of "Start with Why" works more powerfully than ever today, especially on social media channels and in brand strategies.
2. Nike — "Just Do It" (1988)
The campaign started with 80-year-old marathon runner Walt Stack and became perhaps the most successful brand campaign ever. "Just Do It" is more than a slogan — it's a way of life. Nike increased its market share from 18 to 43 percent within ten years.
Lesson: A strong tagline survives decades. If your slogan doesn't fit on a T-shirt and isn't instantly understood, it's too complicated. Brands like Nike prove that emotional messages are stronger than rational arguments.
3. Old Spice — "The Man Your Man Could Smell Like" (2010)
Isaiah Mustafa in a single, seemingly endless take — from the shower to a horse, diamonds and tickets in hand. The spot rescued a dying brand and turned Old Spice into an overnight internet phenomenon. Sales surged by 125 percent.
Lesson: Humor works — when it fits the brand. Old Spice hit the sweet spot between absurd and charming. For creative industries and agencies: boldness of personality gets rewarded.
4. Volkswagen — "The Force" (Super Bowl 2011)
A little boy in a Darth Vader costume desperately tries to use the Force — on the washing machine, the dog, a sandwich. Nothing happens. Until Dad secretly helps with the remote start of the new VW Passat. The spot was pre-released on YouTube and racked up millions of views before it even aired on TV.
Lesson: Emotional stories beat product demos. And digital-first releases work. VW proved that uploading to YouTube before the TV slot can multiply total reach.
5. Dove — "Real Beauty Sketches" (2013)
An FBI sketch artist drew women based on their own self-descriptions and then based on descriptions from strangers. The stranger-based sketches always turned out more beautiful. The spot became the most-shared commercial of the year and won the Cannes Lions Grand Prix.
Lesson: Purpose-driven marketing isn't a trend — it's essential. Dove sparked a societal conversation while strengthening the brand. Authenticity is key — superficial "purpose washing" gets called out immediately.
6. John Lewis — Christmas Ads (2011–present)
Every November, Britain waits for the new John Lewis Christmas commercial. From the lonely snowman to the man on the moon to Excitable Edgar the dragon — each spot tells an emotional story that moves millions to tears. The spots have become cultural events.
Lesson: Rituals create anticipation. When your audience actively waits for your content, you've struck marketing gold. This strategy translates to seasonal campaigns in any industry.
7. Always — "#LikeAGirl" (2014)
What does it mean to do something "like a girl"? The spot showed how adults interpreted the expression as an insult, while young girls lived it with full commitment. The campaign won an Emmy, a Cannes Grand Prix, and became a movement.
Lesson: Hashtag campaigns can change the world — when they address a real problem. The campaign proved that social movements and brands don't have to be mutually exclusive — they can amplify each other.
8. Budweiser — "Wassup" (1999)
Three words, endlessly repeated, became a global meme — years before the term existed. "Wassup" was the first viral commercial. It won the Grand Clio and influenced pop culture for years.
Lesson: Simplicity and repeatability are more powerful than a big budget. When people reenact your spot, you've won. The same principle applies today to TikTok sounds and Instagram Reels.
9. Coca-Cola — "Hilltop / I'd Like to Buy the World a Coke" (1971)
Young people from around the world stand on a hillside in Italy and sing. The spot defined the concept of the global brand and became the template for "unity advertising." The song became a Top-10 hit.
Lesson: Music can make a campaign immortal. When jingle, image, and message harmonize, something transcends advertising. For today's campaigns: invest in sound design and original music production.
10. Volvo Trucks — "Epic Split" featuring Jean-Claude Van Damme (2013)
Van Damme does a split between two reversing Volvo trucks. A single take, no cuts, Enya playing in the background. This B2B spot became the most-shared automotive commercial of all time — over 100 million views on YouTube.
Lesson: Even B2B can go viral. The spot demonstrates a technical feature (Volvo Dynamic Steering) in a way that everyone understands and wants to share. Product benefit and entertainment are not mutually exclusive.
What We Can Take Away for Today
The best commercials of all time share certain qualities:
| Principle | Example | Modern Application |
|---|---|---|
| Emotion over information | Dove "Real Beauty Sketches" | Lead with feeling — social content, brand films, reels |
| Simplicity | Budweiser "Wassup" | One message, one image — applies to hooks in TikTok and Reels |
| Cultural relevance | Always "#LikeAGirl" | Tap into real societal conversations — avoid "purpose washing" |
| Courage to polarize | Apple "1984", Nike "Kaepernick" | Safe campaigns are forgotten — take a position the brand can own |
For brands and agencies worldwide: these principles are timeless. Whether TV, social media, or metaverse — those who tell stories win hearts. And hearts win market share. To understand how the greatest ads of the TV era translate to today's streaming-first world, see our guide to streaming advertising in 2026.
Frequently Asked Questions: TV Commercials
How much does a TV commercial cost to produce?
TV commercial production costs in Germany: Local/regional brand spot (simple production): €15,000–80,000. National brand commercial (medium production): €150,000–600,000. Major brand campaign commercial (high production, celebrity): €1,000,000–5,000,000+. Production cost is only part of the total investment — media buying is typically 5–10x the production cost. A €200,000 commercial is usually paired with €1–2M in TV media spend to run during meaningful dayparts. The total investment for a national TV campaign from brief to air: €500,000–10,000,000.
Are TV commercials still effective in 2026?
TV advertising remains highly effective for specific objectives and audiences. Linear TV still reaches the broadest cross-section of the German population (76% weekly reach for those 40+). For brand building at scale, no digital channel matches the emotional impact and concurrent reach of a primetime TV spot. However, for brands targeting 18–35 year olds, TV reach has dropped significantly — streaming, TikTok, and YouTube now capture the majority of that demographic's screen time. The smart strategy: linear TV for scale campaigns targeting 35+ audiences; CTV/streaming and digital video for precision targeting of younger segments.
What makes a TV commercial memorable?
Research by Kantar, System1, and similar firms consistently shows that the most remembered commercials share: strong emotion (commercials that make viewers feel something — joy, surprise, nostalgia, humor — are 2–4x more likely to be remembered); distinctive assets (jingles, characters, visual signatures that become owned by the brand); story clarity (a simple, easy-to-follow narrative); and brand presence (the brand is integrated naturally, not just tagged on at the end). The least memorable format: a feature-benefit list delivered by a presenter. The most memorable: an emotional story that happens to feature the brand.
