A Guide to American Immortal Creativity
To mark the beginning of judging for the Immortal Awards 2025, LBB is showcasing some of the work that sets the bar of immortality.
Today, we explore a collection of excellent work from the USA, handpicked by local industry leaders - some of whom have judged for the Immortal Awards before or will be part of the juries this year.
From DDB's Volkswagen ads of the '60s, to modern marvels, the experts selected their favourite examples of iconic and enduring creativity from the States - some old classics and some more recent triumphs. Naturally, American creativity encompasses a broad spectrum of countless projects, spanning many decades, so let us know what you would have picked, if it's not featured!
The Immortal Awards entry system is closing soon and you can get your entry in here until September 12th 2024. All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between September 1st 2023 and August 31st 2024.
Coca-Cola - Hilltop
McCann Erickson’s 1971 classic for Coke is a timeless portrayal of unity and peace, with one of the most memorable jingles of all time - a version of ‘I'd Like to Teach the World to Sing (In Perfect Harmony)’. The diverse cast singing in harmony amidst a time of social and political unrest became a lasting icon not just for the brand, but as a symbol of togetherness. The song was later adapted into a full-length track, becoming a popular single in its own right, and the spot has since been referenced and parodied countless times - and even remade. The idea of ‘sharing a coke’ has remained a staple creative force for the drinks company in the decades following, and it’s no surprise that the ad is regularly listed as one of the greatest of all time.
Tootsie Roll - How Many Licks
"I was six-years-old the first time I saw The Mr. Owl Tootsie Pop ad on TV," recalls Susan Credle, chair of FCB and creative advisor to IPG. "The playground at my school was filled with children like me mimicking the catchy punch line of The Wise Owl quickly followed by each of us engaging with the question, ‘how many licks does it take to get to the Tootsie Roll centre of a Tootsie Roll lollipop?’. Of course, our parents had to relent to buying Tootsie Rolls so we could conduct our science-licking experiments.
"Our industry mistakenly has declared that TV ads talk at us. That a TV ad is passive. This commercial most definitely proves that statement wrong. Over 50 years later, people are still trying to answer this question. Purdue University answered 364. CBS reported almost 2,500. University of Michigan? 411 licks.
"Search Tootsie Pop Owl memes. What would Bernstein think about his delightfully simple illustrations being reimagined across time and technology? Are we creating ideas that will stand the test of this kind of time? Do we still believe in the power of a story well told?
"The protagonist, made even more innocent by his naked, simple rendering, repeats the product name and ingredients four times in one minute. Redundant? Heavy-handed? Nope. Every time I watch this piece, I hope there will be one more animal being asked that question one more time. The casting of the voices is perfection, from Frank Nelson’s Mr. Cow to Paul Winchell’s Mr. Owl. Holding back on music until the end, allows for the licking and crunching to play an ASMR role long before there was a name for creating low grade euphoria.
"A timeless story beautifully told through incredible creative choices with the underpinnings of what could have been a very tough marketing brief (show the product through out, say the name three times, describe the product at least twice, include a bite and smile moment, add a call to action and a product shot of all the flavours at the end).
"Bernstein even managed to get past the censorship folks with the line, ‘If there is anything I can’t stand, it’s a smart owl’. This immortal ad inspires me to create better."
Nordstrom - An Open Mind Is the Best Look
"I could probably make a case for most of Martin de Thurah’s work," says Ali Brown, president and executive producer at PRETTYBIRD US. "I almost chose ‘The Baptism’, but this Nordstrom piece is perfectly conceived, cast, produced and edited. The fact that he made this deeply human, not overly edgy, piece of art for a brand - are you kidding me? Was this the script he was given? Did he write this all in a treatment? I want more info!
"Give it the stamp. I remember the moment I saw this spot for the first time and was stopped in my tracks - it took my breath away. And it happened to be when I was in a jury room sitting across from Martin. I remember just looking at him with sheer wonder in my eyes. He’s immortal.
"I also picked this Wrangler ad before as my favourite."
Budweiser - Whassup?
Even if you haven’t seen the ad, you know the raspy, tongue-out call of ‘WHAAASSSUUUUP?!’. An ad-aptation of ‘True’, a short film by Charles Stone III, ‘Whassup’ truly permeated popular culture when DDB Chicago launched it in 1999. It’s been referenced in Hollywood films, TV shows like ‘The Simpsons’ and ‘Friends’, Obama’s presidential campaign and even other brand’s ads - on top of being revived by Budweiser in 2020 with a covid twist. When a brand changes how you say hello to people, it probably enters immortal territory.
Volkswagen - Karmann Ghia
"Everyone knows the most famous Volkswagen ad of all time (and maybe one of the most famous ads of all time). But, there were plenty of other Volkswagen gems that came out of that era," says Cheryl Horsfall, executive creative director at adam&eveDDB New York. "Most people know that DDB paved the way for inclusivity and had the first female copy chief (Phyllis Robinson). DDB also employed another bright, young, female copywriter in the 1960s: my late, great mentor, Jacqueline (Jackie) End.
"One of the things she taught me was to always look for the product truth and highlight it. And when it comes to humour, don’t try too hard and remember: it’s funny ‘cause it’s true. That VW honesty and Jackie’s personality really shine through in this classic ad for the Karmann Ghia."
Snickers - You're Not You When You're Hungry
A simple and universal idea that allegedly helped revive the career of Betty White, this Snickers campaign from BBDO New York homed in on the humour around being hangry. The concept works with celebrities and regular people alike, in any language or culture, and therefore linked the brand around the world with moments where you’re just not yourself.
Little Caesars - Origami for the Pizza Pizza
"This Little Caesars ad from my childhood has literally stuck with me my entire life," says Ali Brown, president and executive producer at PRETTYBIRD US. "Whenever anyone says the word ‘box’ or I see a random piece of paper lying around, I'll say ‘Ever heard of origami!?’ in the exact tonal inflection. Who made this? Why did they do this to me? I used to act in Shakespearean plays in front of massive audiences and I cannot remember any of those roles or lines but I can still recite this Little Caesars spot by heart. Whoever you are, you have marked me for life."
Skittles - Beard
"Before Skittles ‘Beard’, nobody knew why men even had beards to begin with," says Julia Neumann, CCO at Le Truc. "Turns out, they’re for eating Skittles! Before Skittles ‘Beard’, creatives didn’t know that the question of: ‘Can we just show someone eating our product?’ could be answered with ‘Sure, let’s just do it in the simplest, yet most memorable way while also setting a new standard for the use of humour in advertising’. Before Skittles ‘Beard’, I didn’t know that someone could still be jealous of an ad more than 10 years later.
"Thanks Craig [Allen], Eric [Kallman] and Gerry [Graf]."
Apple - 1984
Directed by Ridley Scott, this Orwellian film from Chiat/Day New York helped kickstart not just one of the biggest brands on the planet today, but also the cinematic Super Bowl ad craze. Without even showing the Macintosh product, the combination of concept and craft resulted in an ad that overshadowed even the Super Bowl match itself and solidified its place in advertising legacy.
Reebok - Terry Tate, Office Linebacker
"Listen, here’s the thing. There is nothing poetic about this. It’s just hilarious," says Lauren Varvara, ECD at Droga5 NY. "Advertising people laugh at it. Sports fans laugh at it. People who hate sports laugh at it. Kids laugh at it. Adults laugh at it! Do you know how hard it is to make EVERYONE IN AMERICA laugh at the same thing? That alone makes this spot worth the recognition but the writing that blends the aggression of a professional football player with the passive aggression of office politics really puts it over the top."
Change the Ref - Ballots Against Bullets
"I selected this ad for its power and simplicity," explains Cheryl Horsfall, executive creative director at adam&eveDDB New York. "This recent out of home and social campaign from sister agency almaDDB features survivors of gun violence. Using graphics of voting ballots over bullet hole scars on the survivors’ bodies, this campaign actually made people think about who they were voting for in midterm elections and their record for supporting (or in this case NOT supporting) gun law reform. Support for gun control increased compared to previous midterm elections.
"With the mass shootings epidemic in the US and pro-gun candidates using second amendment rights as a weapon to squash any kind of reform, it took something this graphically real to make a point, and an impact."
Beats by Dre - You Love Me
Directed by Melina Matsoukas and scored by Solange Knowles, this Immortal Award-winning campaign from NYC agency Translation asked: “You love Black culture, but do you love me?”. Featuring everyday people alongside superstars Naomi Osaka, Bubba Wallace and Lil Baby, the film highlighted how the conversation around the Black experience should not solely be about injustice; in celebrating and showcasing Black joy, it delivers a statement in itself.
Monster.com - When I Grow Up
"What makes something great, or in this case, ‘immortal’ is obviously completely subjective and totally debatable. So I always judge work – whether I’m evaluating another brand, agency or candidate – on whether the work makes me jealous," says Zach Hilder, ECD at 72andSunny. "Monster.com’s ‘When I Grow Up’ makes me insanely jealous. When it came out in 1999, it hit me on a personal level. I was graduating college that year and was unsure of what I really wanted to do – but I knew because of this ad that it was not some middle-management, soul-sucking nine to five.
"This ad also inspired me to want to get into advertising. To make work like this. Write like this. Tell stories like this, with biting social commentary and profound depth, all within thirty seconds. When I grow up (which I’m still working on!), I want to make ads like this."
The New York Times - ‘The Truth Is Worth It’
A winner at the 2019 Immortal Awards, Droga5’s campaign ‘The Truth Is Worth It’ showed the danger, bravery, perseverance and determination that it takes to be a New York Times journalist, and ultimately how their work helps readers better understand the world.
Old Spice - The Man Your Man Could Smell Like
"A true classic now, but when it first came out it caused waves in the advertising and marketing industry," describes Warren Marenco Chase, VP, managing director at Copper Giants. "Created by Wieden+Kennedy and directed by Tom Kuntz, this ad revolutionised the category by introducing humour in a bold and unique way. Extremely risky at the time but one that paid off for many years to come.
"This ad was particularly successful in revitalising a brand that had gotten old and stale in the P&G portfolio. The insight that inspired the wackiest idea is on point and the production values are no short of epic. I think I enjoy the ‘making-of’ just as much as the actual ad. This ad also inspired a slew of spoofs, parodies and remixes which is also a testament of its cementation into pop culture. The male grooming category was forever changed."
Under Armour - ‘Rule Yourself’
Partner and editor at Whitehouse Post, Heidi Black shared her thoughts last month on Droga5’s Olympic ad for the sports brand. “With the Paris Olympics top of mind, I can’t help but think back to Under Armour’s ‘Rule Yourself’ campaign, and the Michael Phelps spot in particular,” she said.
“The kinetic energy of the unrelenting mental and physical grind intercut with the fluid beauty of the underwater elements, illustrates the lonely road of chasing a dream.Add in a haunting soundtrack and a perfectly crafted tagline and you’re left with a story that’s somehow both epic and incredibly personal.
"We’ve become spoiled by impeccably crafted sports ads, but this blend of storytelling, photography, editing and sound is truly immortal. Much like Michael Phelps himself.”
Every member of LBB is entitled to up to five entries. The full list of rules, including eligibility dates, can be found here. If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today.
If you have any questions about The Immortal Awards or need any help with your entries, please contact awards directors Paul Monan and Emma Wilkie.
Thanks to our wonderful Immortal Awards partners
JSM Music
Boomtown Productions | Our Lego Agency | Park Pictures
The Lift | Whitehouse Post
86Tales | Banjoman | Brill Building | Chelsea Pictures | Company 3
Framestore | Screen Scene | Zulu Alpha Kilo
ARC Edit | Fin Design & Effects | Gramercy Park Studios
Kruger | Ridley Scott Associates | UNIT
