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The 100 Best TV Commercials: . . . and Why They Worked

Every show or special that's ever aired throughout the history of television has come with their own fair share of advertisements. But which ones were the best? Author Bernice Kanner reveals the ones selected and their reasons why in her 1999 commercial compendium. On List Challenges, however, I only have the images.

"Who cares about commercials?

All of us, that's who. The television commercial has become a part of the American narrative, as important a signifier of our times as a great work of literature or a blockbuster motion picture. Indeed, we often care more about the commercials than we do about the programming itself (ask any Super Bowl aficionado). The ad is art . . . and some of the art is brilliant.

From the Marlboro Man to the Energizer Bunny, The 100 Best TV Commercials provides a hundred important lessons in how we communicate and persuade today. It is vital reading for those who create our commercial culture . . . and those who live in it."
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American Tourister: "Gorilla"
American Tourister: "Gorilla"
1
Araldite: "Hammer and Nail"
Araldite: "Hammer and Nail"
2
Cheer: "Diva"
Cheer: "Diva"
3
Matsushita Electric: "Little Fireman"
Matsushita Electric: "Little Fireman"
4
Timex: "Acapulco Diver"
Timex: "Acapulco Diver"
5
Union Carbide: "Chick"
Union Carbide: "Chick"
6
Volkswagen: "Snow Plow"
Volkswagen: "Snow Plow"
7
Chevrolet: "Baseball, Hot Dogs, Apple Pie"
Chevrolet: "Baseball, Hot Dogs, Apple Pie"
8
Coca-Cola: "Hilltop"
Coca-Cola: "Hilltop"
9
Courage Best Bitter: "Gertcha"
Courage Best Bitter: "Gertcha"
10
Kellogg: "Vesti"
Kellogg: "Vesti"
11
Heineken: "Blues Singer"
Heineken: "Blues Singer"
12
Levi's: "Launderette"
Levi's: "Launderette"
13
Solo: "Singer"
Solo: "Singer"
14
Crest: "Goodbye, Harold (The Bad Tooth)"
Crest: "Goodbye, Harold (The Bad Tooth)"
15
Federal Express: "Fast-Paced World"
Federal Express: "Fast-Paced World"
16
Heineken: "Water in Majorca"
Heineken: "Water in Majorca"
17
Mates Condoms: "Chemist Shop"
Mates Condoms: "Chemist Shop"
18
MCI Telephone: "Parents"
MCI Telephone: "Parents"
19
Parker Pen: "Finishing School"
Parker Pen: "Finishing School"
20
Benson & Hedges: "Swimming Pool"
Benson & Hedges: "Swimming Pool"
21
Chanel Egoiste: "Balconies"
Chanel Egoiste: "Balconies"
22
Chanel No. 5: "Pool"
Chanel No. 5: "Pool"
23
Dunlop: "Tested for the Unexpected"
Dunlop: "Tested for the Unexpected"
24
Hovis: "Bike Ride"
Hovis: "Bike Ride"
25
Jeep: "Snow Covered"
Jeep: "Snow Covered"
26
Marlboro: "Foggy Morning"
Marlboro: "Foggy Morning"
27
National Lightbulbs: 'Menu of Lights"
National Lightbulbs: 'Menu of Lights"
28
Nissin Cup Noodle: "Moa/Winterelium"
Nissin Cup Noodle: "Moa/Winterelium"
29
Perrier: "Le Lion"
Perrier: "Le Lion"
30
Smirnoff: "Message in a Bottle"
Smirnoff: "Message in a Bottle"
31
Apple: "1984"
Apple: "1984"
32
British Airways: "Manhattan Landing"
British Airways: "Manhattan Landing"
33
British Airways: "Face"
British Airways: "Face"
34
Citroën: "Le Clemençeau"
Citroën: "Le Clemençeau"
35
Nike: "Good vs. Evil"
Nike: "Good vs. Evil"
36
Audi: "Procon-Ten"
Audi: "Procon-Ten"
37
Clark's Shoes: "Blueprint"
Clark's Shoes: "Blueprint"
38
Folha De São Paulo: "Hitler"
Folha De São Paulo: "Hitler"
39
The Guardian: "Points of View"
The Guardian: "Points of View"
40
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