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

180LA's William Gelner picks his favorite work ever

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 action to make the world better.

In the mid-1990s, Nike and Apple released two such anthemic works. And they are among Gelner’s favorite ads ever. The 180LA chief creative officer talks about those spots, and a third campaign—also from Wieden + Kennedy, like the Nike work—as he picks his favorite ads for our “Best Ads Ever” series.

He also tells us what inspired him outside advertising, and what work he’s been most proud of at 180 recently.