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My Most Immortal Ad: David Lubars on 'Two Lesser-Known Gems' from the Archives
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On deadline day for the global advertising award from Little Black Book, the chief creative officer of BBDO Worldwide can't decide on one ad so opts for two

With this year's Immortal Awards deadline upon us, our global jury has been taking it in turns to select the ads and campaigns that have stood the test of the time in their mind, revealing the reasons why they've stayed with them as their most immortal ad.

David Lubars, chief creative officer of BBDO Worldwide, takes a trip back to the '60s - via 2005 - for a rare double edition of My Most Immortal Ad...

The deadline for this year's Immortal Awards is Thursday 7th September. More information on how to enter can be found at the bottom of the article.

So many brilliant things have been done over the decades, it’s tough to choose one all-time favorite.  I tend to bounce from piece to piece given whatever mood I’m in that day.  Yes, you could always pick a classic VW ad or “1984,” but today I’m liking these two lesser-known gems...

The Vodafone campaign was done in 2005 by JWT London.  These are :10 works of art:  a hard-hitting product benefit combined with a hilarious human truth everyone can recognize. Saw this for the first time sitting in the audience at Cannes; I became super jealous, the ultimate compliment. 

The Avis ad was done in the ‘60s by Doyle Dane Bernbach in New York.  The unabashed honesty of it, the confidence.  And it’s a real writer writing.  You can’t help but believe in and love the people – and the company - behind a message like this. 


The Immortal Awards entry system is now open and entries will be accepted until September 7th 2023. If you are a Little Black Book member that wishes to enter but may not be able to make the deadline, please contact paulm@lbbonline and to discuss extension options.

All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between September 1st 2022 and August 31st 2023.  

Every member of LBB is entitled to up to five entries as part of their membership. To enter, visit the submissions portal here. 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. 

Thanks to our wonderful Immortal Awards partners