My Most Immortal Ad: Pelle Sjoenell on an Everlasting Pink Impression on Culture
In the run up to this year’s Immortal Awards deadline, our global jury has been taking it in turn to select the ads and campaigns that have stood the test of time in their minds, revealing the reasons why they’ve stayed with them through the years as their Most Immortal Ads.
Pelle Sjoenell, worldwide chief creative officer of Droga5, keeps it fairly recent, opting for a box-office phenomenon that reintroduced an iconic brand in the modern age.
The entry system for The Immortal Awards’ 2024 competition is now open. As always, entry is free for Little Black Book members and more information on how you can enter - and start your path to creative immortality - can be found at the bottom of the article.
Picking my Immortal Ad was easy as the one I picked is by far the best-known commercial for a brand and product ever made.
About 100 million people around the world went as far as paying out of their own pocket to see it. Heralded as one of the most effective ads ever created, this not only redefined an iconic brand but also set a new benchmark for how brands can solidify their cultural relevance in modern age.
The cultural phenomenon and impact of this genius storytelling extends beyond cinema, where it ran last summer. It tells a story that aligns with the brand’s long-standing mission of empowering young girls to imagine endless possibilities. The main protagonist gets kicked out of her home for not being perfect enough. She then embarks on an adventure in the real world, where she discovers that perfection and acceptance come from within. This genius storytelling left an everlasting pink impression on global culture, making it truly immortal. Yes, I picked the Barbie Movie as my most Immortal Ad.
The Barbie Movie addresses and dismantles stereotypes associated with the brand brilliantly. Historically, Barbie has faced criticism for promoting unrealistic beauty standards. The Barbie movie, and surround sound noise of last summer, counters this and positions Barbie as a progressive and inclusive figure in contemporary culture, reintroducing the world to what Barbie stands for.
To top it off, the movie made money for the brand beyond the significant increase in product sales. The impressive box office revenue (estimated at $1.4 billion) substantially surpassed its production and marketing costs, making it one of the most profitable films in recent years.
But the Barbie movie and the platform for self-expression it fostered was much more than an ad. Just as Mattel intended, it was a global movement that invited fans back into Barbie’s world, reintroducing the brand.
The genius team at Mattel, in the ultimate collaboration with Warner Bros Pictures, Greta Gerwig and Margot Robbie, created in my opinion the most immortal ad (and more) to date and I’m shocked it did not win the Cannes Lions Entertainment Grand Prix this summer. I truly hope it’ll be submitted to the Immortal Awards, as I for one would be delighted to give it the recognition it deserves.
The Immortal Awards entry system is now open and entries into competition will be accepted until September 5th 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.
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 (paulm@lbbonline.com) and Emma Wilkie (emma@lbbonline.com)
Thanks to our wonderful Immortal Awards partners
