The Ads That Made Us: Connections, Quitting, and Carlton Draught

Whether it’s a childhood jingle that you can still sing word for word, or a campaign that influences the way you work today, everyone has an ad that has really stuck with them.

Mediaweek has been asking the industry to take a trip down memory lane, to find out all about the ads that made us. 

Henry Tajer – Chairman, The Influence Group

Telecom – The Way We Were

"This TV spot resonated with me as a child and remains a bittersweet memory of my parents calling loved ones overseas. Remarkable strategic thinking and audience engagement for work from 1977. It also shows how CALD audiences (not demographics) were used to target. 0011 is a number I will never forget.

"It was a gateway to family and love far away but always close. Feels like Telstra is starting to take this approach again under its new marketing leadership."

Adam Johnson – Chief Growth Officer, NOVA Entertainment

Quit Victoria’s Quit Smoking – Emphysema

"I remember hearing this on the radio on my way into work one morning when I was in Nokia’s marketing team. The way the narrator invites the listener in to take part, builds the intrigue and then drops the bomb halfway through about the symptoms and cause of emphysema – it’s pure theatre of the mind.

"It was a penny-drop moment for me around the power of great audio, how it creates lasting memory structures and drives action. I don’t think it’s any coincidence that I now work in audio and get to work with clients on great audio creative across NOVA’s radio, streaming and podcast products."

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Luke Spano – Managing Director, Avid Collective

Big Ad – Carlton Draught

"The old 'BIG ad' by Carlton Draught – I loved how they broke the fourth wall to capture the attention of the audience and establish a connection that is genuine, funny, and also self-serving."

See Also: The Ads That Made Us: Hiluxes, Happy Vegemites, and not-so-happy Jan

To make a submission for The Ads That Made Us, email tc@mediaweek.com.au

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Top Image: Henry Tajer, Adam Johnson, Luke Spano