Unforgettable ads that pushed creative boundaries
Scott Seymour, the visionary behind 9Rooftops' award-winning creative team, is all about pushing boundaries and inspiring innovation. As the head of the agency’s in-house content studio and driving force behind impactful campaigns across all media channels, he knows what it takes to make an ad truly memorable. Here, he shares his five favorite campaigns—each a masterclass in boldness, authenticity, and creativity—and reveals the key ingredients that set them apart.
Which 5 advertising campaigns (across any medium—print, video, OOH, social, etc.) would you consider your favorites?
The most creative and memorable campaigns that come to mind for me include:
Burger King Moldy Whopper: Bravely embraced decay to prove their commitment to fresh ingredients.
Dove Real Beauty: Celebrated real women and redefined standards and fostered self-love and acceptance.
Heinz Ketchup Fraud: Humorously exposed “fake” ketchup brands solidifying their position as the unrivaled original.
Always #LikeAGirl: Flipped the script on a demeaning phrase, empowering girls and challenging gender stereotypes.
Snickers You’re not you when you’re hungry: Hilariously links hunger to personality quirks, making Snickers the antidote to crankiness.
Snickers You're Not You When You're Hungry
What elements or creative strategies from these top 5 campaigns do you believe set them apart from others in the industry?
Three key characteristics set these campaigns apart from others in the industry.
Boldness & Risk-Taking
These campaigns were bold and memorable and took a real risk, which paid off. For example, the “ugly” truth of food decay with the Moldy Whopper generated buzz and “#LikeAGirl” confronted a deeply ingrained societal phrase, which sparked conversations about empowering girls and challenging gender stereotypes.
Burger King Moldy Whopper
Authenticity & Emotional Connection
Being authentic and creating a connection with consumers is vital in our industry. Featuring everyday women instead of models for Dove created relatability and self-acceptance and resonated with audiences that were tired of unattainable beauty standards. Tapping into the universal truth of being “hangry” in a humorous way for Snickers really helped to connect with on a more emotional level and catapulted the brand into pop culture.
Playful Disruption
The lighthearted and ironic tone of the Heinz Ketchup Fraud Campaign helped them remind everyone they are the original and best of the best.
Heinz Ketchup Fraud
Have they influenced your own work? If so, how?
Yes, all these campaigns are memorable and great reminders to embrace bold, unconventional creative strategies and to take calculated risks like showcasing a decaying burger or confronting a societal stereotype.
Forging authentic emotional connections by showcasing real people, shining a spotlight on relatable experiences, or addressing universal truths can and should be championed on a regular basis. Disrupting with creativity in unexpected ways is at the core of what I champion my 9Rooftops creative team to do every day, with every client.
Dove Real Beauty
If you had to choose one campaign from your top 5 that you wish you had been part of, which would it be and why? What do you think made it so successful in resonating with audiences?
That’s a tough one, but I would lean towards Always’ #LikeAGirl. It is a simple yet profound message that transcended advertising to become a cultural catalyst, while sparking conversations and making a lasting impact. It really resonated with people, drove empathy and inspired change.
Always #LikeAGirl