Apple - Think Different

Tech

AspirationalConfidentRebellious+2

California Milk Processor Board - Got Milk?

Food & Beverage

FunnyMemorableRelatable+1

Absolut - Absolut Perfection

CPG

ConfidentMemorableClear+1

Volkswagen - Lemon

Automotive

HonestSelf-deprecatingConfident+2

Volkswagen - Think Small

Automotive

HonestSelf-awareHumble+2

Coca-Cola - Hilltop (I'd Like to Buy the World a Coke)

Food & Beverage

OptimisticEmpatheticAspirational+1

Marlboro - Marlboro Man

CPG

ConfidentAspirationalMemorable+1

The Economist - Lightbulb

Media & Entertainment

ConfidentKnowledgeableClear+1

The Economist - I Never Read The Economist - Management Trainee, Aged 42

Media & Entertainment

FunnyConfidentProvocative+1

Apple - 1000 Songs In Your Pocket

Tech

ConfidentEmpoweringSimple

FedEx - Neighbors (China/Australia)

Retail

CleverClearConfident+1

Heinz - No One Grows Ketchup Like Heinz

Food & Beverage

HonestClearConfident+1

Wonderbra - Hello Boys

Fashion

ConfidentProvocativeMemorable+1

Avis - We Try Harder

Automotive

HonestHumbleCompetitive+2

Dove - Real Beauty

CPG

HonestEmpoweringEmpathetic+2

Surfrider Foundation - Plastic Sushi

Non-Profit

ProvocativeHonestPassionate+1

WWF - Before It's Too Late (Lungs)

Non-Profit

ProvocativePassionateMemorable+1

McDonald's - Follow the Arches

Food & Beverage

ConfidentClearClever+1

Spotify - Wrapped Billboards

Tech

FunnyRelatableSelf-aware+1

Nike - Equality

Sports

EmpoweringPassionateConfident+2

LEGO - Imagine

Consumer Electronics

EmpoweringOptimisticClear+2

Rolls-Royce - At 60 MPH the Loudest Noise Comes from the Electric Clock

Automotive

ConfidentKnowledgeableClear+1

BMW - Checkmate

Automotive

CompetitiveConfidentProvocative+1

Jeep - See Whatever You Want to See

Automotive

AspirationalConfidentClever+1

Penguin - Penguin Audiobooks

Media & Entertainment

CleverMemorableConfident+1

Kit Kat - Have a Break Bench

Food & Beverage

CleverRelatableApproachable+1

McDonald's - Sundial Billboard

Food & Beverage

CleverClearConfident+1

Coca-Cola - Share a Coke

Food & Beverage

RelatableApproachableEmpathetic+1

Burger King - The Moldy Whopper

Food & Beverage

HonestProvocativeRebellious+2

KFC - FCK

Food & Beverage

FunnySelf-deprecatingHonest+2

Apple - Shot on iPhone

Tech

ConfidentHonestEmpowering+1

Snickers - You're Not You When You're Hungry

Food & Beverage

FunnyRelatableClear+1

Always - Like a Girl

CPG

EmpoweringProvocativePassionate+2

Old Spice - The Man Your Man Could Smell Like

CPG

FunnyConfidentSelf-aware+2

Dos Equis - The Most Interesting Man in the World

Food & Beverage

FunnyConfidentSelf-aware+1

Under Armour - Rule Yourself

Sports

EmpoweringPassionateAspirational+2

IKEA - Pee on This Ad

Retail

CleverProvocativeFunny+1

British Airways - Look Up

Travel & Hospitality

CleverMemorableEmpathetic+1

Honda - Cog

Automotive

ConfidentKnowledgeablePassionate+1

Google - Parisian Love

Tech

RelatableEmpatheticHonest+2

John Lewis - John Lewis Christmas

Retail

EmpatheticNostalgicMemorable+1

Patagonia - Don't Buy This Jacket

Fashion

HonestRebelliousPassionate+2

Oatly - Wow No Cow

Food & Beverage

FunnySelf-deprecatingHonest+2

Under Armour - I Will What I Want

Sports

EmpoweringConfidentRebellious+2

Reebok - Belly's Gonna Get Ya

Sports

FunnyProvocativeSelf-aware+2

Nike - Dream Crazy (Colin Kaepernick)

Sports

RebelliousProvocativeConfident+2