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It is almost de rigueur for interesting advertising to be experimental. And the advertising industry has been remarkably prolific in its output since the first advertisement (seeking a buyer for an estate) was published in 1704. Of all the concepts that have emerged from this industry over the years, some have endured. Icons, images, copy, and thoughts which have wowed both marketers and consumers with their style, wit and genius. Take a trip down advertising lane to revisit these ideas with BusinessToday

Just do it
Those three words are inseparable from Nike, more a force than a brand. Nike’s advertising appeals to fitness, individualism, sport, values and beliefs. Their print images are direct and uncluttered, their TV ads are as contemporary as they can get with sport stars and everymen. Often controversial, the company and its ads always manage to create a buzz. The result: Nike is the largest sportswear supplier in the world.

We bring good things to life
GE, which traces its roots to inventor Thomas Edison, used the ‘good things’ theme for 24 years. The tagline was dropped in 2003, not because it wasn’t working, but because GE had grown to include so much more than lighting and appliances that the original slogan symbolised. The new concept, ‘Imagination at work’, has started where the old idea left off.

Think small
Tiny package, big advertising impact. The VW beetle ads didn’t shy away from the size issue. They tackled it head-on and in style. And the public saw an ‘economy car’. Small became beautiful with the Beetle.

Ronald McDonald
McDonald’s introduced this spokesperson in 1963. As a symbol, he is as interchangeable with the brand as its famous golden arches. He also advertises the fast-food chain in over 25 languages.

Michelin Man
Stacked tyres resemble a human form, a symbol of overcoming any obstacles on the road.

Intel inside
This catchphrase quite firmly established the idea that the processor inside matters more than the brand outside. ‘Leap ahead’ is the company’s new line, but the predecessor that lasted 37 years still advertises the brand well.

Pillsbury doughboy
‘Add a little love’ suggests the unabashedly portly and undeniably cute mascot of the Pillsbury Company. The doughboy, whose name is Poppin’ Fresh, was created by copywriter Rudy Perz in 1965. Poke Poppin’ in the stomach and, Perz imagined, the doughboy would chuckle. The laughing icon has certainly proved useful to its parent company. To date, Pillsbury has used Poppin' Fresh in more than 600 commercials for over 50 of its products.

Have a break, have a Kit Kat
What we now know as Kit Kat started life as Rowntree's Chocolate Crisp in the mid 1930s and was originally advertised as ‘the best companion to a cup of tea’. Subsequent owner Nestlé's slogan for the brand, which made it synonymous with taking a break, has been in use since 1957.

Marlboro man
It is easier to appreciate this icon if you don’t dwell on the ethics of advertising tobacco. In the 1920s Marlboro was a mild cigarette for women. But the brand never took off. An image makeover in the 1950s brought in the cowboys enjoying a smoke on horseback. And an advertising legend was born.

Good to the last drop
This tagline for Maxwell House coffee is such a simple and effective one that it has been in use since 1907. Its history is illustrated in this rather charming ad.

Energizer bunny
Energizer ads featuring the bunny started as a parody of ads for rival Duracell. In the Duracell ads, a set of battery-powered drum-playing toy rabbits slow to a halt until only one rabbit remains active. In the parody, the Energizer Bunny enters the screen beating a huge bass drum and keeps playing. The term ‘Energizer Bunny’ now equals anything that continues endlessly.

A diamond is forever
When did a diamond become a symbol of love and commitment? We would have to say when De Beers coined this line in 1947. Diamonds have since become ideal jewels for engagement or wedding rings.

The Citi never sleeps
Soon after Citibank introduced ATMs in New York, a blizzard engulfed the city. Citibank had a film crew that went onto the streets, found customers making their way to Citibank's ATMs on skis, shot a commercial and had it on air in 48 hours with the legendary tagline.

There are some things money can’t buy, for everything else there’s Mastercard
Mastercard’s ‘priceless’ series has aired in 97 countries and 47 languages since its launch in 1997. And its contribution to reversing MasterCard's 15-year share decline cannot be overlooked.

Think different
These print ads for Apple, featuring historical figures from the ages, saluted out-of-the-box thinking.

Wikipedia, the free encyclopedia
Wikipedia ranks among the top ten most-visited websites worldwide.

Because I’m worth it
L’Oreal, the world’s largest cosmetics company, has now tweaked its tagline to ‘Because you’re worth it’. Those worth it have included Jennifer Aniston and Penelope Cruz.

The real thing Dare for more
The advertising war between the colas has made it difficult to mention one without the other. Whether it is hiring celebrity endorsers or coming up with reactive taglines (Pepsi: The choice of a new generation versus Coca Cola: America’s real choice), the competition is fun.