10 TV commercials I really like

It was TV commercials that first got me into branding, and once in a while it's nice to sit back and appreciate them for what they are - not just a commercial form but also art.

Looking at the list below, they happen to cluster in the financial and automobile categories, not sure why. I notice that funny commercials tend to go to the top of the list, followed by commercials with some funky great character/music, and then commercials with heart.

Also, I'm noticing that great commercials usually build the brand - they are not direct "calls to action." Though one of these stands out for doing both - E-Trade. Their commercials are outstandingly convincing.

(Note - there was one commercial that almost made it onto this list, till I saw that at least some military folks found it exploitive - the Kay Jewelers "Open Heart" commercial featuring Jane Seymour. Sorry Kay.)

If anyone has a favorite commercial to add please do, as I'm always interested to see what other people think. Or one you absolutely hate, those are always fun.

Here's the "Top 10":




1. E-Trade Baby Commercial – “Time Out” (unusually strong consistency between different commercials - reinforces the call to action: “Join E-Trade, for serious investors.”)


2. E-Trade – “Passion TV”


3. Capital One Cash Card – “Graphs Commercial”




4. Kia Soul – “Share Some Soul”


5. Chrysler – “Imported From Detroit”


6. Chevy – “The Pick Up”


7. Volkswagen – “The Force”




8. Target – “Missoni for Target”


9. Jordan – “Love The Game”


10. Sonic – “You’re A Cheap Date”



Dr. Dannielle Blumenthal is an author, independent brand researcher, and adjunct marketing professor with 20 years of varied experience. An avid researcher and prolific, creative writer, Dr. Blumenthal's interests span communication, marketing, qualitative media content analysis, political rhetoric, propaganda, leadership, management, organizational development, and more. An engaged citizen, she has for several years worked to raise awareness around child sex trafficking and the dangers of corruption at @drdannielle on Twitter. You can find her articles at Medium, www.AllThingsBrand.com and www.DannielleBlumenthal.com, and she frequently answers questions on Quora. All opinions are Dr. Blumenthal's own.