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| AdSlogans.com - Press
Release - April 2 2002 |
The Advertising Slogan Hall of Fame Honours
27 More of the Greatest Lines of All Time
Panel of distinguished
international advertising experts
selects more of the best in branding
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| London
- For immediate release - April 2, 2002 - Once again,
it’s time that a few more of the great ad lines earn
some recognition. Hence The Advertising Slogan Hall of Fame
announces today that it has admitted 27 further classic
slogans to its list of all-time greats, bringing the total
membership up to 83.
In order of popularity, the top ten lines (selected from
100 nominees) are:
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- Finger lickin’ good. (KFC)
- When it absolutely, positively has to be there overnight.
(Federal Express)
- No FT, no comment. (Financial Times)
- Because I'm worth it. (L’Oréal)
- Let your fingers do the walking. (Yellow Pages)
- The ultimate driving machine. (BMW)
- When you got it, flaunt it. (Braniff Airlines)
- You'll wonder where the yellow went when you brush your
teeth with Pepsodent.
- All the news that's fit to print. (The New York Times)
- The antidote for civilization. (Club Med)
Since its founding in 2000, The Advertising Slogan Hall of
Fame has made regular inductions to recognise the value of
a great slogan and its impact upon popular culture. A good
example of this impact is that triple-Soul Train Award-winning
singer Alicia Keys admitted she wrote her latest hit song
A Woman’s Worth as a result of seeing a L’Oréal
commercial. She told BBC Radio 1, “I was actually really
relaxed, and I was watching TV. One commercial came on and
it said ‘because I'm worth it.’ I was like ‘Oh
my gosh, I'm worth it, I'm worth it.’ And the thought
of being worth it just really made an impact on me.”
As shown above, Because I’m worth it came in fourth
in the latest round of inductions to The Advertising Slogan
Hall of Fame.
The Hall of Fame draws upon the talents of top industry experts
from the UK and US to make up its nominating committees. This
year’s judges include: David Abbott
(former chairman and creative director, AMV•BBDO, London);
Earl Carter (former copywriter, NW Ayer,
New York); Winston Fletcher (former chairman,
Delaney Fletcher Bozell, London); Richard Foster
(copywriter, AMV•BBDO, London); Amy Smith
(managing director, Wieden + Kennedy, London); Larry
Snoddon (former vice chairman, Young & Rubicam,
New York); Luke Sullivan (chief creative
officer, WestWayne Advertising, Atlanta) and John
Webster (executive creative director, BMP DDB, London).
Designed to recognise excellence, best practice and creativity
in advertising, The Advertising Slogan Hall of Fame is the
brainchild of Timothy R V Foster, creator of AdSlogans.com, a unique global slogan database utilised
by advertising agencies to check on prior use of new strapline
ideas and review competitive activity.
“I keep
hearing that the advertising slogan is a dying entity,”
says Foster, who calls himself the world’s ‘Chief
SloganMaven.’ “Certainly, we’re seeing a
lot of ads where the website address runs next to the logo
in the regulation strapline spot, with nary a claim to be
seen. W-W-What is going on? Few website address imprints alone
are able to send the message as effectively as a nifty slogan.
The slogan remains the quintessence of the advertising proposition,
and is the factor by which many major advertising campaigns
are won or lost. That’s why we created The Advertising
Slogan Hall of Fame. It provides some permanent acknowledgement
of the great lines of all time. Our own slogan is ‘It
pays to check,’ and we have just adopted a new line
for the Hall of Fame - ‘The best in branding,’
which says it all.”
AdSlogans.com’s search services are used by every
one of the top twenty advertising agencies in London, plus
(thanks to the Internet) many more from as far afield as the
USA, UAE, Korea, Canada, Spain, South Africa, Switzerland,
Singapore, Belgium, Brazil, France, Finland, Japan, Italy,
Israel, Ireland, Austria, Australia, Netherlands, Poland,
Georgia and Germany. Foster adds that the three most overworked
lines in the ADSlogans database are, “The natural choice”
(apishly applied by over 60 advertisers), “It’s
about time,” (45 users) and “Simply the best,”
adopted by over 30 advertisers who clearly crave creative
credibility. (Not.) |
The top
ten lines in the first wave of inductions to The Advertising
Slogan Hall of Fame in the year 2000 were: |
- Beanz meanz Heinz. (Heinz)
- We try harder. (Avis)
- Go to work on an egg. (Egg Marketing Board)
- Guinness is good for you. (Guinness)
- Don't be vague. Ask for Haig. (Haig Scotch Whisky)
- Happiness is a cigar called Hamlet. (Hamlet Cigars)
- Heineken refreshes the parts other beers can't reach.
(Heineken)
- Just do it. (Nike)
- It is. Are you? (The Independent)
- Think small. (Volkswagen)
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