I’ve always been a little leery of proclaiming anything “the best.” I never declared anyone my best friend as a kid because I was afraid my other friends might assume I thought less of them.

So it was a little difficult for me to come up with just one “best” advertisement of all time—which is why there are 18 in this post instead.

But why are these some of the best ads of all time?

Because of the impact they had on brand growth and because they hit on some universal truth that makes them memorable years after they first began. In fact, some of us might not have even been alive when these campaigns first aired.