Timeline: Great Moments in Creative Direction

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1947

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

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1955

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

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1959

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

1971

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.

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1978

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

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1980

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

1984

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).

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1988

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.

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1994

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

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1997

TBWAChiatDay'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.

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2004

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.

2010

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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