Why advertising means so much to me

Whether it's on a billboard, your phone, or blasted on a bus, advertisements are some of my favorite forms of media to interact with. Growing up in a time when commercials dominated television with their unique style and campaigns, I grew to always look out for ads. It's because I grew up during a golden age of advertisements. Looking at the landscape of advertisements now, they can seem bland. Primarily seeing commercials or ad campaigns on TV is very rare because of the yearly decline of cable ownership across the US. Along with the boom of smartphones and streaming services, ads are usually very short spots or just banners.

Companies are producing memorable and fantastic advertisements. Before I touch on some of my favorite examples from my early life, I want to highlight some spectacular ads and campaigns in the modern day:

NBA TV spot "Playoff Mode"

Papa John's - Better Get You Some

“Michael CeraVe” - CeraVe Super Bowl

These ads are wacky, focused, and high quality. In an age where ads have to be quick enough to be in midrolls for YouTube videos, these made it enjoyable to ignore the "skip" button.

Great advertisements leave a lasting impression on the consumer and ingrain themselves into their memory. For me, the early 2000s and early 2010s were filled with different ads and campaigns that I still think about. The earliest example I can think of is the Chef Boyardee "Rolling Can" commercial.

Looking at the advertisement now, it feels more complex than it initially seems. The ethos of the commercial is that Chef Boyardee is a product that belongs in the home no matter what. Everyone in my age demographic remembers this commercial.

Another advertisement from the 2000s that exemplified the eccentric and creative nature of ads and commercials was the Apple iPod Silhouette ad campaign.

In 2024, it's odd to think of Apple and its products as anything but a staple for consumers. Their extensive ecosystem has ingrained itself in almost every aspect of technology. In the early 2000s, they weren't the staple they are now. Apple thrived being the chic and cool company that leaned into “vibes” as much as they did revolutionary products. This ad campaign is as iconic as Apple itself.

The "toy boom" originally happened in the 50s through 60s. When I think of the "toy boom" I'm referring to the toys and wacky commercials that saw the rise of ordering toys through telephone numbers on screen or directly from retailers. Seemingly any and every doll or product had a commercial back then. Products like "Floam" are textbook examples of the products that dominated children's channels like Nickelodeon and Cartoon Network. A product like “Heelys” was a reflection of the culture in the mid-2000s. There was an incentive to advertise to kids and their habits compared to now. The emphasis on evolving outdoor products was big. Skateboarding had taken over and this product was a result of it. 

Grand Theft Auto V is the greatest-selling piece of media of all time. The trailers and physical ads made me an overly excited twelve-year-old waiting for a video game I shouldn’t have played (thank you, Dad). Every day, I would walk home from school and see multiple buses with plastered banners, and I always smiled. Rockstar Games is one of the greatest developers in modern gaming history. For a Game developer, they have mastered the art of presentation. Their games excel in story and mechanics, along with their curated and robust open worlds. Their marketing campaigns are as great as their games. They have prioritized making each trailer look and sound spectacular. Grand Theft Auto V was no different. For a game as revolutionary, they stepped up the marketing. The trailers leaned into being over the top cinematically. The game on its own deserved all the success and praise it garnered, but the marketing for this game should be applauded just as much.

Advertising has gone through some drastic changes. Commercials and email marketing were the central routes for multiple industries like movies and concerts. Spending thousands on elaborate sponsorships and commercials was the way by default and now they've changed. Social media has given companies new opportunities to advertise. Brands can meet consumers in their arena and find ways to participate in ads. Celebrities can post a short video for the studio's TikTok and make it feel like "Hey watch my movie!".

Despite the advancements in technology and creativity, I believe the 2000s and mid-2010s were the golden age for advertising and marketing. Maybe it’s just nostalgia for a time when I was younger and brands leaned away from minimization. I’d love to hear your thoughts on what you believe has changed in advertising and marketing in the last 20 years. Thank you for reading this post! I have plans to keep this blog updated semi-regularly. I'm aiming for at least every two weeks. I plan on having a monthly segment called "Musing of the Month" to highlight a specific topic like a commercial or product relating to marketing and advertising. See you in my next post!