In an opinion piece for Ad Age, The greatest commercials never go away—and that’s exactly the point, Vann Graves, Executive Director of VCU Brandcenter, reflects on the enduring cultural impact of great advertising.
The insight came after Graves spotted references to iconic commercials in the new animated film GOAT. Watching with his daughter, he was surprised to find himself giving a standing ovation in the living room.
The intensity of his reaction served as a reminder that the industry’s most memorable work transcends its original purpose, becoming part of culture long after a campaign ends.
Using classics like McDonald’s “The Showdown” featuring Michael Jordan and Larry Bird and Budweiser’s “Whassup?!” campaign, which inspired countless parodies, Graves makes the case that “great storytelling doesn’t just sell products; it outlives them.” While data, targeting, and performance metrics increasingly dominate conversations in marketing, he argues that stories remain the most powerful way brands create lasting connections.
As Graves writes, “Great advertising does not ask to be remembered. It just is.”