Advertising has been a part of our daily lives for centuries. In France, the first color posters appeared in the early 19th century thanks to lithography. Since then, it has become nearly impossible to escape advertisements, whether displayed in the streets, in waiting rooms, or on our screens. Some brands, by mastering the art of communication, have managed to stand out and become essential references in the digital advertising landscape. Let's take a look at some of the advertising masterpieces that have marked minds and are now part of both French and global culture.
1. Evian's "Roller Babies"
Bebés performing the moonwalk—what more could make a campaign go viral? After releasing a video in 1998 featuring babies swimming thanks to the benefits of Evian water, the French brand repeated this concept in 2008 with its iconic "roller babies" spot. Evian won the Grand Effie Award, which honors the most engaging and innovative campaigns each year. The ad even made it to the Guinness Book of Records for becoming the most viewed commercial globally, with 223 million views. The brand continued to capitalize on this momentum in the following years, including in 2013, where adults could be seen dancing in front of a mirror alongside their baby versions.
2. Louis Vuitton: Bringing Ronaldo and Messi Together
Another unforgettable marketing campaign was by Louis Vuitton. Known for featuring global stars, the brand managed to unite the two greatest football rivals in history: Lionel Messi and Cristiano Ronaldo. The two athletes were depicted playing chess on a Louis Vuitton briefcase, making this the most liked post on Instagram for both footballers, with a combined total of over 80 million likes. Louis Vuitton’s publication quickly went viral, reinforcing the brand’s influence and global reach.
3. Burger King vs. McDonald's: A Communication War
For decades, Burger King and McDonald's have been in a relentless advertising battle, taking jabs at each other through clever commercials. After McDonald's released a video mocking Burger King’s smaller global presence, Burger King responded with a commercial showing a couple stopping at McDonald’s for coffee before heading out to enjoy a Whopper. Whether you’re a fan of one or the other, one thing is certain—this advertising rivalry is far from over.
4. Lexus ES 300h: The First Ad Created by AI
In 2018, Lexus made history with a television ad promoting its new model. At first glance, the ad might seem like just another typical car commercial, but it was actually conceived by artificial intelligence, marking a first in advertising history. The brand used IBM’s AI to determine the best possible script for a car ad, analyzing 15 years’ worth of car commercials to identify the most emotional triggers for viewers.
5. Nestlé: The First Major Success of French Advertising
In 2001, Nestlé partnered with Ogilvy for a new marketing campaign for its Chocosui’s chocolate mousse. The TV ad featured a young boy eating several mousses and blaming his goldfish to avoid his mother’s reprimands. His now-famous line, "Tu pousses le bouchon un peu trop loin Maurice" ("You’re pushing it a bit too far, Maurice"), became iconic. The ad was a huge success, winning the Effie France "Public's Favorite" award at the Paris Pub and Humor Festival.
6. Canal+: Advertising at the Cinema Level
Canal+ is also renowned for its high-quality ads, which are sometimes more like short films. One notable example is "The Bear," in which a bear rug becomes a film director after watching hundreds of movies on the platform. This short film won nearly all global advertising awards in 2011, including the Gold Pencil. Following this success, Canal+ saw a 10% increase in subscriptions in France.
7. Apple: Unmatched Innovation
Apple’s "1984" commercial, directed by Ridley Scott, is arguably one of the most iconic ads in global television history. Designed to promote the launch of the Macintosh, it is now regarded as one of the best-crafted ads of all time. Inspired by George Orwell’s novel, the ad was set in a dystopian industrial environment and aired during the 1984 Super Bowl, reaching over 90 million viewers. Its immediate success saw Apple’s phone lines inundated with calls from curious viewers, and the ad quickly made the front pages of major newspapers like Time, Forbes, and The New York Times. Nearly 45% of Americans were exposed to this revolutionary campaign.
These campaigns are prime examples of how advertising, when executed with creativity and precision, can transcend mere marketing to become cultural landmarks. Whether through viral videos, celebrity collaborations, or innovative use of technology, these brands have proven that advertising is not just about selling products—it's about telling a story that resonates deeply with audiences worldwide.
