KANNER's PICKS (A Dozen More)

"Burnett's (Leo) "100" list does what it set out to do: identify fresh concepts that were superbly executed and raised the bar on what advertising could be. The commercials on it are indeed worthy of the applause they generated.

Advertising has a license to disarm—as long as it charms. Here are a few more "winners" like that, like those cited above, drive home a powerful sales message that ambushed us."

Here are author Bernice Kanner's personal picks from her 1999 "The 100 Best TV Commercials: . . . and Why They Worked" book.

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American Express: "Stephen King"

American Express: "Stephen King"

1

California Milk Processor Board: "Heaven"

California Milk Processor Board: "Heaven"

2

Dannon: "Old Russians"

Dannon: "Old Russians"

3

Democratic National Convention: "Daisy"

Democratic National Convention: "Daisy"

4

Du Pont: "Bill Demby"

Du Pont: "Bill Demby"

5

Hush Puppies: "Ventilated Hush Puppies"

Hush Puppies: "Ventilated Hush Puppies"

6

Isuzu: "The Liar"

Isuzu: "The Liar"

7

John Hancock: "Bill Heater"

John Hancock: "Bill Heater"

8

Keep America Beautiful: "Crying Indian"

Keep America Beautiful: "Crying Indian"

9

Memorex: "Is It Love?"

Memorex: "Is It Love?"

10

Polaroid: "It's So Simple"

Polaroid: "It's So Simple"

11

Quaker Oats: "Mikey"

Quaker Oats: "Mikey"

12

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