The Gunn Report’s Hall of Fame presents 27 of the best demonstration commercials of all time – including two 80s classics from Australia

By Donald Gunn

In days gone by, a brilliant demo idea was considered just about the ultimate in advertising skill. But now that “conversation” has superceded “information”, the format may seem outmoded. Not so fast though – look at the wonderful demos this year for Google – Google Chrome Speed Tests from BBH, New York and the “Demo Grand Slam” campaign from Johannes Leonardo.

Anyway, all of the Hall-of-Fame demos in your picture frame this fortnight are over 20 years old. Union Carbide and Chevy Trucks (you could take your time on an ad in those days) plus Burlington Socks and “Snowplough” are from the sixties. All the rest are from the seventies and eighties, save Braun Clocks and Bell Caller ID from 1990.

Some of these Demos – like Black & Decker Workmate, Dunlop Switch Battery, National Answer Phone, Karvol – just show the product in use – in a charming story. Some create special tests of the product’s performance – Memorex Tapes, Ambipur, “Little Fireman” for National Batteries, Cheer and Denka Glue, for example. Sometimes these are “torture tests” – like American Tourister and Krups Mixer. Some are side-by-side demos – like Burlington Socks, Vision Saucepans, Wickes Drill. I suppose Anatima and National Robot & Sensor “Eggs” could be called “after you” demos.

Please enjoy – and maybe even get inspired by – these demonstrations of great advertising.