Advertising Age is updating this list with 15 of the best ad campaigns of the 21st Century. In the last 15 years, advertising and marketing, and the media it used to get out its messages, has experienced an incredible upheaval as digital media and interactivity changed the dynamics of how consumers see and pay attention brand messages.
Advertising Age tapped the expertise of leading creators and marketers to derive this list of 15. They asked our judges to consider three criteria:
1. Was it a watershed ad or campaign, discernibly changing the culture of advertising or the popular culture as a whole?
2. If it itself was credited with creating a category, or if by its efforts a brand became entrenched in its category as No. 1.
3. Was it simply unforgettable?
Red Bull insists its mega-stunt, dubbed “the mission to the edge of space,” was not an advertising campaign. And that’s exactly why the ad and marketing industry can’t get enough of it.
Indeed, in an environment where it’s incredibly hard to capture consumers’ attention, an energy drink managed to captivate the world with its Stratos project. In October 2012, Red Bull helped Austrian skydiver Felix Baumgartner freefall jump from 24 miles above the earth, breaking five records, according to officials at Guinness World Records. Mr. Baumgartner became the first human to break the sound barrier without engine power.