Every so often, an ad comes along that really makes you take notice. More important, it increases sales. These ads can be considered some of the best ads ever. But what is it exactly that made them so special and distinctive? What did these ads seek to accomplish, and why were they so successful? Adweek delves deeper into some of the best ads ever and discovers the hidden formulas behind their success, and why they have been so difficult to replicate. A special focus is given to Super Bowl ads, where many of the best ads ever often originate.

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Susan Credle Picks Her 3 Favorite Ads, Including One She Never Should Have Seen at All

See the formative work that influenced FCB's global creative chief.

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Coca-Cola, Guinness, Apple: The Art of Building Fantasy Worlds in Advertising

Scott Carlson of Van's General Store picks his favorite spots.

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The Genius of Canal+’s ‘The Bear,’ One of the Most Flawless Ads Ever Made

Peter Nicholson on his three favorite ads, and his recent work at Periscope.

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Cadbury ‘Gorilla,’ at 10, Remains One of the Great Offbeat Triumphs of Advertising

The Mollá brothers from The Community pick their favorite ads ever.

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Why These 3 Hilarious Super Bowl Ads Stand the Test of Time

The favorite way for most brands to connect in the Super Bowl is humor. Here's when it works best.

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The Biggest Waste of Money Was Super Bowl Gold in This Outrageous Ad for the Ages

Bigger is always better on Super Bowl Sunday, right? That’s how some advertisers view it—more budget, more beer, more celebrity endorsements. After all, it is the biggest day in sports. [...]

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These 4 Classic Super Bowl Ads Are About as Patriotic as They Come

There’s something special about the American spirit, and there’s no better time to tap into that Americana than at the Super Bowl.

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JWT Explains Its Black Lives Matter App That Lets Black Americans Mark Themselves ‘Unsafe’

In a powerful twist on Facebook's "Safety Check" feature, J. Walter Thompson and Black Lives Matter launched "Unsafety Check"—a web app that allows black people on social media to mark [...]

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These 3 Commercials Show Brand Storytelling at Its Finest

Droga5 group creative director Juliana Cobb chooses her three favorite ads of all time. And while they're stylistically different, each one is an example of top-notch storytelling.

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How Nike and Apple Set the Bar for Anthemic Advertising With These Two Spots in the ’90s

Some of the most memorable executions in the history of advertising go aren't just ads. They are, as William Gelner puts it, more like acts—statements of purpose, or calls to [...]