CREATIVE REVIEW’S BEST AD SLOGAN POLL

UK creative mag CR polled a bunch of adland luminaries to see which taglines/slogans rated highest over the years.

You can read it here.

Great taglines are tough.

The best ones are fundamentally good. They have power. And ideally your slogan will become part of the vernacular.

“Monosyllables work best” as my old boss used to say.

Through some bizarre error, CR forgot to ask me my faves. Crazy, I know.

So I shall supply them now. Sorry about the misunderstanding guys!

1. VOLVO. A CAR YOU CAN BELIEVE IN.

2. FEDEX. WHEN IT ABSOLUTELY POSITIVELY HAS TO BE THERE OVERNIGHT

3. I BET HE DRINKS CARLING BLACK LABEL

4. COMMERCIAL UNION INSURANCE. WE WON’T MAKE A DRAMA OUT OF A CRISIS.

5. THE AUTOMOBILE ASSOCIATION. THE FOURTH EMERGENCY SERVICE.

And, yes, JUST DO IT. Probably the best ever corporate slogan. Three monosyllables.

Do you have a a favorite tagline?

14 responses to “CREATIVE REVIEW’S BEST AD SLOGAN POLL

  1. Land Rover.
    THE BEST 4 X 4 X FAR
    If I could only have written one tag line in my life, it would have been that one.

  2. apart from the obvious ones, here are some that I like:

    DHL. WE KEEP YOUR PROMISES.

    KODAK. YOU PRESS THE BUTTON, WE DO THE REST.

    LEVI’S. QUALITY NEVER GOES OUT OF STYLE.

    COCA-COLA. AROUND THE CORNER FROM ANYWHERE.

    THE CAR IN FRONT IS A TOYOTA.

  3. I quite liked the one that Smith/Barney had many years ago: “We make money the old fashioned way. We earn it.”

    Also:

    “The Ultimate Driving Machine”

    “Curiously Strong” (Altoids mints)

    “The few. The proud. The Marines.”

    I was also fond of “We love to fly and it shows,” but it didn’t really show.

    • like a lot of those too chris. and your Marines tag reminds me of another of the all time greats. BE ALL THAT YOU CAN BE. for the army. that should live forever. thank you Earl Carter for writing that one!

  4. think different – the fact that people get it tattooed shows how powerful it is
    impossible is nothing
    live richly
    there are some things money can’t buy…
    friends don’t let friends drive drunk
    what happens here stays here

    and not to kiss ass, but TRUE. that campaign actually is what got me interested in advertising; which means two things: 1) vinny is a genius, and 2) vinny must be much older than me.

    • Me!

      you’re probably not aware of this but i was a child prodigy. plucked from obscurity from a village in the mountainous Belgium/Germany border region in 1995. True was my first idea ever.

      i’m only 31.

      funny story. the TRUE tagline was the client’s idea. True

  5. Nobody doesn’t like Sara Lee

  6. Have a break have a Kit Kat. Been around since I (and Christ) was a kid.
    Don’t forget the fruit gums mum. Remembered it since I was a kid (and I believe it was Dennis Waterman’s first starring role)

  7. There have been some awesome ones mentioned by the other posters, and I’ll have to “second” those. But even though it’s not exactly a consumer product, I’ve always liked Heckler & Kock’s tagline: “In a world of compromise, some don’t”

    • i’m guessing HK is at least the Mercedes of guns. the name sounds promising! Germans. Engineering. I’m generally in.

  8. I’m Stuck On Band-aid-brand ’cause Baid-aid’s stuck on me <– that one gets stuck in my head more often than I would like to admit.

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