5 TV ads that didn’t need a script to convey the brand’s message.

Who needs words when you’ve got a drumming gorilla and 250,000 bouncing balls? Some of the most memorable TV ads in history have said absolutely nothing and yet spoken volumes. Whether it’s a Rube Goldberg machine proving Honda’s engineering genius or Guinness taking us on a trip back through time, these ads prove that sometimes, actions, visuals and the perfect soundtrack do all the talking.

Arguably the most famous ad of the last 20 years, this surreal and unforgettable ad features a gorilla sitting behind a drum kit, slowly building anticipation as Phil Collins’ ‘In the Air Tonight’ plays. The gorilla passionately plays along as the drum solo kicks in, creating an unexpected but joyful moment. With no direct reference to chocolate, the ad focuses on pure emotion, reinforcing Cadbury’s strapline: “A glass and a half full of joy.” The ad won the Film Grand Prix Lion at Cannes Lions 2008, with Cadbury reporting a 10% increase in sales.

This iconic advert showcases a meticulously crafted Rube Goldberg machine made entirely of Honda Accord parts. As one component sets off a chain reaction, the ad highlights the precision, reliability and engineering excellence of Honda vehicles. With no dialogue or narration, the mesmerising sequence builds anticipation. It leaves a lasting impression, reinforcing Honda’s tagline: “Isn’t it nice when things just work?” Honda saw a 30% increase in sales and a 20% increase in dealership visits.

Directed by Spike Jonze, this electrifying ad features actress and dancer Margaret Qualley breaking free from a formal event and launching into a wild, expressive dance through an opulent building. Set to ‘Mutant Brain’ by Sam Spiegel & Ape Drums, the ad’s unpredictable energy and unrestrained movement capture the bold, free-spirited soul of Kenzo without a single word spoken.

One of the most visually stunning and technically challenging ads ever made, the Sony Bravia ad featured 250,000 colourful bouncy balls cascading down the streets of San Francisco, symbolising the vibrant colour quality of Sony’s Bravia televisions. The absence of dialogue allowed the visuals to captivate the audience and convey the product’s USP. The ad won two film gold awards at the 2006 Cannes Lions, with the Financial Times citing the ad as one of the key factors in the turnaround of the Sony Electronics business.

‘noitulovE’ was the most decorated ad of 2006, walking away with the Film Grand Prix award at the Cannes Lions Festival. It starts with three men in a pub who, after sipping Guinness, experience reverse evolution, transforming from modern humans back into mudskippers. The ad creatively emphasises the brand’s tagline, “Good things come to those who wait,” by illustrating the lengthy evolutionary process leading to the enjoyment of the dark stout pint.

And there you have it. Five ads that let the visuals do the heavy lifting, proving that great advertising doesn’t always need a voiceover telling you how great something is. These campaigns stuck with us because they made us feel something and if an ad can make you laugh, gasp or question why you suddenly want a pint of Guinness or a Sony TV, it’s done its job. Now, if you’ll excuse us, we’re off to find a drum kit and a gorilla suit.

If you want to partner with an agency to deliver an award-winning ad just like these icons, contact us today.