Which of today’s ads will stand the test of time like Levi’s Laundrette?

Seema Miller, co-founder and chief strategy officer at Wolfgang

The Levi’s Laundrette is a classic. It reminds me of a time when advertising was more provocative, unapologetic, and honestly, more compelling. It’s the kind of work that made me fall in love with the industry.

Today, we’ve traded provocation for populism, a point of view for mass appeal, and brand love for lots of likes. We are so worried about offending someone that we inspire no one. Two campaigns that I think we will talk about for decades to come are ‘The Most Interesting Man In the World’ and the original Old Spice ad in which Isaiah Mustafa captured people’s attention with ‘Hello Ladies’.

Like Laundrette, they are provocative, unapologetic and compelling. Technically I don’t think they were launched in the last five years, perhaps that’s telling too. Advertising needs to get its swagger back.

Old Spice: The Man Your Man Could Smell Like