Ads Garfield Loved

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Book of Tens: Bob Garfield

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1. BARACK OBAMA
An Obama speech, remixed and intercut into a chorus of famous voices, led by Will.i.am of the Black Eyed Peas. You know that tingle that goes up cable-news-host Chris Matthews' leg when the president-elect speaks? This video, created for but not by the campaign, is a tingulator.
NOT FOR PREROLLS

2. TIDE TO GO
(SAATCHI & SAATCHI, NEW YORK)
A job interviewee is saying all the right things, but his words are drowned out by a stain on his shirt that utterly distracts the interviewer. The (animated) brownish mark literally talks over the poor job candidate in loud gibberish. A brilliant Cannes winner repurposed.
NOT FOR PREROLLS

3. MILLER HIGH LIFE
(SAATCHI & SAATCHI, NEW YORK)
The High Life delivery man is the arbiter of down-to-earth beer drinking. He's angry, confused, joyous and charismatic all at once. In the baseball skybox, amid cheese-nibbling elites who aren't even watching the game, he is transcendentally appalled.
NOT FOR PREROLLS

4. MONSTER
( BBDO, NEW YORK)
It's poetry in film, this saga of a stork braving distance and the harsh elements to deliver a baby boy to his new home, only to discover, 30 years hence, that the child is a drone, stuck in a mind-numbing, dead-end job. The message: "Are you reaching your potential?" The ad, due to a tiny editing error, doesn't quite. But once you realize the loser is the baby all grown up: masterpiece.
NOT FOR PREROLLS

5. CAPTAIN MORGAN
(GREY, NEW YORK)
Some guy gets a text from his lunkhead buddies at a bar. The MMS is an image of his friends posed with three hotties and the message "GIRLS! OREILLYS! NOW!" He rushes to O'Reilly's, where he finds out he's been duped. His friends want a designated driver. It's a drink-responsibly message that actually trades on the brand's theme of harmless cheek.
NOT FOR PREROLLS

6. E-TRADE
(GREY, NEW YORK)
Trading and banking online is so easy a 6-month-old could do it, even via cellphone. Here, in the middle of a mobile transaction, the baby is interrupted -- hilariously -- by his girlfriend.
NOT FOR PREROLLS

7. GATORADE
(ELEMENT 79, CHICAGO)
A line foul heads for the corner, and the left fielder doesn't even make a move on it. But then appears the ball girl, who climbs up the wall -- Jet Li-style -- and spins for a leaping catch. The stunt is seamless, the play-by-play perfection. A viral that duped the masses (pretty much like Gatorade does).
NOT FOR PREROLLS

8. HOLIDAY INN EXPRESS
(FALLON, MINNEAPOLIS)
Three nerdy businessmen try to pick up women in a hotel bar -- a breakfast bar, at a Holiday Inn Express. They spot a babe and decide to send her over an order of bacon. Bacon! Brilliant.
NOT FOR PREROLLS

9. CANON REBEL XSI
(GREY, NEW YORK)
A football game -- or, actually, many games dissolved into one another to suggest continuous action -- in a succession of still photos, all shot with a Rebel Xsi, presented flip-book style. This may be first time TV-ad photos have ever originated in the advertised product.
NOT FOR PREROLLS

10. BUD LIGHT
( DDB, CHICAGO)
After fashioning a circular stone and using it as the world's heaviest beer tray, insufficiently evolved Neanderthals grunt, "Wheel suck!" A Super Bowl spot about nothing but making us laugh out loud, which we obligingly did.

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