Which ad do you remember?
From Nike to Dove: Discover the stories behind 12 iconic ads
Image: Shreesha bhat
Some ads are so catchy, clever, or downright bold that they become part of American culture. From slogans we still repeat to jingles we can’t forget, the best campaigns leave a lasting impression. Take a look at the stories behind 12 of these iconic pieces. Which one do you remember most?
1
Pepsi: "Is Pepsi OK?"
Image: NIKHIL
If you’ve ever asked for a Coke and heard, "Is Pepsi OK?", you’re not alone—it’s a common scenario that has become a cultural cliché. In 2019, Pepsi embraced that moment and turned it into an ad campaign.
Featuring celebrities, the ads leaned into the joke and confidently rebranded Pepsi as more than just "OK."
2
Westinghouse: "We Can Do It!"
Image: Nayani Teixeira
Westinghouse Electric’s We Can Do It! poster, created during World War II to boost morale among female workers , later became a symbol of female empowerment in the 1970s.
Initially unrelated to the Rosie the Riveter character, the poster eventually gained widespread use in advertisements and pop culture, celebrating women’s strength and independence.
3
Pan-American Coffee Bureau: "Give yourself a coffee break!"
Image: Jakub Dziubak
In the 1950s, the Pan-American Coffee Bureau popularized the concept of the "coffee break" with a campaign that encouraged workers to relax while drinking the popular beverage .
By the 1960s, coffee breaks had become so essential that the United Auto Workers union demanded them in their contracts, even threatening a strike if they were not included.
4
Marlboro: The Marlboro Man
Image: Brendan Stephens
Created in 1954, the Marlboro Man transformed Marlboro from a women’s cigarette into a symbol of rugged masculinity . The iconic cowboy became so recognizable that by the late '90s, nearly 90% of schoolchildren knew him.
The character was retired in 1998 as part of a tobacco industry settlement that banned the use of human and cartoon figures in advertisements.
5
Ad Council: "Friends don't let friends drive drunk."
Image: Aedrian Salazar
Launched in 1983, the "Friends Don’t Let Friends Drive Drunk" PSA became a cultural milestone, directly addressing the widespread problem of drunk driving .
At the time, alcohol was involved in roughly half of all car crash fatalities. The campaign played a key role in shifting public attitudes and helped reduce that number to around 31% in the decades that followed.
6
Levi Strauss & Co.: "A Guide to Casual Businesswear"
Image: Varun Gaba
In the 1980s, "Casual Fridays" gained popularity , but many companies quickly regretted the trend as employees began showing up in overly casual or sloppy attire. In 1992, Levi Strauss & Co. capitalized on the situation by releasing A Guide to Casual Businesswear , promoting its Dockers and Levi’s brands as polished, workplace-appropriate options.
By 1995, Levi’s reported record sales of $6.2 billion, helping to redefine "business casual" and promoting a more professional yet relaxed dress code in the workplace.
7
Snickers: "You’re Not You When You’re Hungry"
Image: Shyam Mishra
Snickers’ Super Bowl ad featuring Betty White, in which hunger causes a man to momentarily "become" her during a football game , became an instant hit and introduced the now-iconic tagline: "You’re Not You When You’re Hungry."
The campaign's humor and relatable message made it highly successful, with the concept evolving over the years through new scenarios and celebrities.
8
KFC: "FCK"
Image: Aleks Dorohovich
During a 2018 chicken shortage , KFC used humor to manage the crisis with a bold ad that featured an empty bucket and the letters "FCK" in place of its logo .
This self-aware and cheeky approach helped diffuse customer frustration and strengthened the brand’s connection with its audience through honesty and wit.
9
Pepsi: "Pepsi Challenge"
Image: NIKHIL
Pepsi’s second entry on this list is the iconic "Pepsi Challenge," a blind taste-test campaign that invited consumers to compare Pepsi and Coca-Cola .
By focusing on taste and showing that many participants preferred Pepsi, the campaign successfully shifted public perception and boosted brand loyalty during the fiercely competitive "Cola Wars" of the 1980s.
10
Nike: "Just Do It"
Image: wuyi
Launched in 1988, Nike’s "Just Do It" campaign featured athletes like 80-year-old marathoner Walt Stack to inspire people from all walks of life to take action.
The slogan quickly resonated with audiences, sparking countless personal stories of bold choices and perseverance. It has since become one of the most enduring and recognizable taglines in advertising history.
11
California Milk Processor Board: "Got Milk?"
Image: engin akyurt
Launched in 1993, the legendary "Got Milk?" campaign emphasized the importance of milk through a study showing how people felt when they ran out .
With its clever use of celebrity endorsements and pop culture references, the campaign ran for over two decades and produced hundreds of memorable ads nationwide, cementing its place as one of the most influential marketing successes in advertising history.
12
Dove: "Real Beauty"
Image: Matthew Tkocz
Launched in 2004, Dove’s "Real Beauty" campaign aimed to boost self-confidence by challenging traditional beauty standards.
Featuring real women instead of professional models , the campaign focused on diversity, aging, and natural imperfections, promoting a more inclusive and empowering definition of beauty.
