Copywriter Frances Gerety coins "A diamond is forever" for De Beers.

Legendary exec Leo Burnett invents the Marlboro Man, giving the former women's brand a masculine edge.

To market the Volkswagen Beetle, DDB encourages consumers to "Think Small," upending America's automotive and advertising industries. ("Lemon" and "Fahrvergnügen" would follow.)

McCann-Erickson's Bill Backer writes the jingle "I'd like to buy the world a Coke" on a flight delay after observing how the soft drink lightened the mood of his annoyed fellow travelers.

French art director Jean-Paul Goude helps give Grace Jones her severe, androgynous image.

While taking a bath, TBWA's Geoff Hays dreams up Absolut Vodka's "Bottle" campaign.

Chiat/Day commissions Ridley Scott to direct Apple's "1984" commercial, which promises that the Macintosh computer will set consumers free from the tyranny of Big Brother (a.k.a. IBM).

Weiden+Kennedy gives Nike "Just Do It"; Spike Lee adds "Money, it's gotta be the shoes!"


Goodby Silverstein & Partners' "Got Milk?" campaign turns the milk mustache into a must-have accessory.

Gucci creative director Tom Ford courts controversy with a skin-baring campaign; in 2000, he'd turn up the heat further with an ad for YSL's Opium fragrance featuring model Sophie Dahl wearing only stilettos and jewelry.
Photo courtesy of AnOtherMag.com

TBWA\Chiat\Day's "Think Different" campaign for Apple updates "Think Small" for the information age while tying the brand to independent thinkers like Albert Einstein, Bob Dylan, and Amelia Earhart.

Crispin Porter + Bogusky's "Subservient Chicken" campaign for Burger King, featuring a man in a poultry costume who responds to orders, brings Webby weirdness to mainstream advertising.

Old Spice introduces consumers to "The Man Your Man Could Smell Like" (another Weiden+Kennedy creation), who spoofs modern machismo with rapid-fire 30-second monologues designed to go viral.

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