Analysis of the Best TV Commercials of All Time: What Makes Them So Good?
Updated: 31.3.2025
More than 75 years ago, the first television commercial aired, giving rise to an entirely new industry. Today, video advertising generates billions in annual revenue.
While traditional TV viewership has slightly declined with the rise of the internet, social media platforms and YouTube have unlocked immense potential for video ads, both online and on television.
So, what does it take to create an effective commercial and maximize its viral reach?
Below, we explore key elements shared by the most successful advertisements.
1. Memorable and Unforgettable
The most successful commercials have the power to embed themselves in your memory, whether you want them to or not.
With an average person exposed to around 5,000 marketing messages daily, advertisers must craft campaigns that stand out with a message that is relevant, distinctive, and effectively represents the brand’s identity.
Example: The iconic “Wassup!” Budweiser commercial (USA)
2. Encouraging Social Sharing
Successful advertisements spark conversations, not just in real life, but across social media platforms.
Ads that generate buzz typically evoke strong emotional responses: they can be funny, shocking, quirky, or deeply moving.
One way or another, they evoke emotions in the viewer.
Kofola’s heartwarming Christmas ad (Czech Republic)
3. Communicating Brand Values
The best ads encapsulate a brand’s voice and identity, conveying key information about the company.
An effective commercial should make the target audience resonate with the brand, fostering the impression that the product or service is made for people like them.
4. Call to Action
A great advertisement not only captures attention but also directs viewers toward a specific action. Whether it’s visiting a website, making a phone call, or heading to a store, the next steps should be obvious and compelling.
On social media, call to action is particularly crucial. Clickable links allow viewers to instantly access a brand’s website or product page, seamlessly converting interest into action.
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The Power of Humor in Advertising
Let’s be honest—crafting humor that appeals to a broad audience is challenging. What one person finds funny, another might find annoying.
However, when a commercial is effective and also funny, it can attract a massive audience and build a positive brand image.
That said, some experts debate whether even the most popular humorous ads translate into higher sales. A phenomenon known as the “vampire effect” can occur, where audiences remember the commercial but forget the product or brand behind it. The key is to strike the right balance between entertainment, relevance, and brand messaging.
Ads That Shaped the Industry
Humor in Advertising: Old Spice: “The Man Your Man Could Smell Like” (2010)
When Old Spice recognized that women often influence the purchase of men’s grooming products, the brand adopted an unconventional approach. The resulting commercial featured a bold, unpredictable, and meme-worthy sense of humor that turned it into a viral sensation.
The campaign dominated advertising awards that year and has since garnered over 55 million views on YouTube. Old Spice has continued refining its distinct brand voice with follow-up campaigns featuring actor Terry Crews.
Animated Excellence: Honda – “Paper” (2015)
Honda’s “Paper” advertisement takes viewers on a journey through the company’s 60-year history, starting with founder Soichiro Honda’s idea to power his wife’s bicycle with a radio generator.
The commercial showcases Honda’s innovative mindset and the people impacted by its wide range of products.
Czech TV Commercial Success: T-Mobile’s “P.E. Teacher” Campaign (2014)
Following the massive success of Kofola’s Christmas commercial, T-Mobile introduced a series of humorous ads featuring actor Ivan Trojan as an eccentric high school P.E. teacher, Radim.
Launched in 2014, the campaign became one of the most memorable Czech advertising efforts, reinforcing T-Mobile’s brand presence through relatable humor and engaging storytelling.
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Translator of the article:
Patrícia Truchlíková, DiS. art.
