DeBeers:
N. W. Ayer, which began in Philadelphia, did brilliant work for DeBeers, as well as many other companies who have made lasting impacts in the advertising world with help from this agency. Even today, most people recognize that distinct orchestra song and know that a diamond commercial is playing somewhere nearby (let's face it, if it's diamonds being advertised, it's probably related to DeBeers). Just like in the most famous 1993 spot, showing the parallel between watching your children grow and watching your love grow, many of the early ads for DeBeers featured the silhouettes of people more so than their faces. This commercercial illustrates that; the viewer never sees a full shot of the man or woman's face, just a second or two of their eyes showing their reaction to the jewelry. And of course, it has the famous song playing in the background...
The newer stuff, mostly done by JWT, however, strays from the norm. Newer DeBeers ads focus more on the relationship and the diamonds as a symbol of that love, rather than just the jewelry. Some have dialect apart from the narrator, some don't feature the signature background music, some are just out there, and still others take a totally different approach- "blame it on the diamond." I found 4 great examples of all of these differences in the following ads.
JWT, Toronto
This was a great example of how DeBeers is focusing on relationships, A close up of the diamond wasn't shown until the very end of the spot, and even then- it disappeared after maybe 2 seconds.
This ad, entitled "Walk" was a good bridge between the old and new stuff. They did a different twist on the old song, but still made it recognizable. It was all about relationships, who wouldn't want to end up like the old couple? And if a diamond helps achieve that goal, so be it!
JWT, India
This ad, featuring a famous Indian actress, ran in her home country of India. Obviously, different countries will advertise differently but I hardly believed this to be a diamond ad until I reached the end. I was thinking shaving gel, a clothing company, or just a "Come Visit India" promo. No sign whatsoever that this would end with the DTC logo... interesting.
JWT, Hong Kong
Also playing in Asia, this commercial took a strange angle at diamonds. Not so sure it was the most effective way, considering he lost the girl in the end, so what piece of jewelry would get her back anyways? I doubt that the excuse of blaming it on the diamond would work.... we aren't that stupid!
VolksWagon:
Volkswagon started off with simple yet elegent advertising, just the car, some copy, and a sea of white. It was all about function and much less about form. DDB NY held the account for VW's humble beginning before they gave some work to Arnold and Crispin Porter. Today, I found a really unique campaign for VW, back in the hands of DDB, no commas necessary.
This ad by DDB NY is a great example of the kind of campaign that launched VW into what it has become today. Plain and simple: the cars aren't flashy, aren't trendy, don't even blend in at best, but they are built that way for a reason and here's why. Other ads (See below) seek to make fun of themselves to point out that VW wasn't out to make the world's first miniature sports car. They wanted to make a durable, reliable, and lasting car for the average person. 
When Crispin Porter in Miami took a portion of the client, they integrated that classic function advertising with some wacky new twists. As we watched in class, they ran a series of "Safe Happens" ads followed by some off-the-wall "Pimp My Ride" type ads that were bizarre at best. They also incorporated some nontraditional advertising, like this one, that showed off the perks of the VW in a unique way.
As far as VW is concerned today, I found a current campaign run by DDB London that I thought was unlike anything else I've seen for VW, and even cars in general. The "Night Driving" campaign targets people who drive for the sake and joy of driving; not because they have to or just want to get somewhere quicker, but because they want to, because they just enjoy it. In contrast to the earliest VW campaign, "Night Driving" is much less about function and completely geared towards the look and feel of the car and how it makes you feel, especially at night, on the open road. The campaign is fully integrated, there are commercials, billboards, an interactive website, and some dealerships are even offering late-night test drives for customers who have noticed the ads and have had their interest peaked because of it. I think this campaign is so cool and so different from anything VW has done! Here's just a taste...
They didn't even show the car..!!
Coke:
Coca-Cola has always had great advertising, in my opinion. The running themes throughout include: harmony, equality, and inspiration. I walk away feeling a little bit better about myself, the world I live in, and the people I encounter. One of their first major campaigns involved the whole world, right off the bat, kind of ambitious, ey? McCann Erickson London and the "I'd Like to Buy the World a Coke" campaign even ran a Christmas version 13 years later.
They made sure to include people of different races, ages, genders, the whole deal. Even though a recent ad by Weiden + Kennedy suggests that it would cost $4,213,136,717.00 to, in fact, purchase a Coke for everyone in the world, it was a nice thought.
Creative Artists Agency LA is credited with the famous "Always Coca-Cola" campaign which is about as recognizable as Coke commercials come. Of course, what's Coke without Christmas advertising? I loved this ad for the simple beauty within it. Everyone has something they don't like about the holiday: long lines, crowded malls, overplayed Christmas music....but who hates the lights? No one, that's who.
Recently, Weiden + Kennedy has taken over a majority of the advertising for Coke, with Crispin Porter taking a small chunk out of Coke Zero. W + K is revealing a push towards social responsibility in many of the ads I found done by them. Like the "Grand Theft Auto" spot, commercials like the one below are encouraging folks to better the world around them, and use Coke to help get the job done.
W+K, Amsterdam
http://www.wk.com/?#/works/313/
(Work with me here, the agency site won't let me post the actual video. Copy and paste people, it's not that much labor!)
Even in print ads, Coke is spouting (pun intended) socially responsible messages. Not to mention the picture is really visually appealing.
W+K, Amsterdam
http://www.wk.com/?#/works/894/
(Again, I'm sorry but it's good stuff and I can't find it anywhere else!)
As far as inspiration goes, "The Coke side of Life" campaign has dabbled in a variety of areas to inspire people to get out and buy Coke. Not so sure this next spot really did it for me but, it made me laugh. A little different than their more mature and responsible approach, "First Taste" goes a little off the deep end. But hey, good for that guy...I'm happy a Coke encouraged him to score those twins. Yikes....
W+K, Amsterdam
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