The best adverts of the 1990s

(Image credit: Guinness)

As the internet connected the world like never before, the influence of pop culture, TV, music, football and the stars that came along with them was booming in the 1990s. The coolness that audiences were craving, and the commercialism driving it, flooded the lives of millions everywhere. Many of the ads produced during this decade made a lasting impression on audiences, boosting brand identity and sending ripples into the ad industry more widely.

Iconic soundtracks, famous faces, legendary taglines, emotive imagery, the witty and the weird – here, in no particular order, designers, directors and other industry experts pick their top adverts of the 1990s. 

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Antonia Wilson
Freelance writer and editor

Antonia Wilson is a freelance writer and editor. Previous roles have included travel reporter for the Guardian, and staff writer for Creative Review magazine, alongside writing for The Observer, National Geographic Traveller, Essentialist and Eco-Age, among others. She has also been a freelance editor for Vogue and Google, and works with a variety of global and emerging brands on sustainability messaging and other copywriting and editing projects — from Ugg and Ferragamo to Microsoft and Tate Galleries.