The Advertising Standards Authority (ASA) has unveiled the UK’s top 10 most memorable ad slogans, as voted for by the British public in a recent YouGov survey:

1. ‘Every little helps’ - Tesco 
2. ‘Just Do It’ - Nike 
3. ‘I’m Lovin' It’ – McDonalds 
4. ‘Beanz Meanz Heinz’ – Heinz 
5. ‘Autoglass Repair Autoglass Replace’ – Autoglass 
6. ‘For mash get Smash’ – Smash 
7. ‘Washing machines live longer with Calgon!’ - Calgon 
8. ‘Should’ve gone to Specsavers’ - Specsavers 
9. ‘The Best a Man Can Get’ - Gillette 
10. ‘More reasons to shop at Morrisons’ – Morrisons 

In a UK-wide online poll, we asked 6808 people to tell us which memorable ad slogans or straplines they recalled seeing or hearing. Exploring the findings was a lot of fun, taking both us and the participants on a nostalgic journey.  

The top 10 may divide opinion, but these results offer a fascinating insight into how we remember ads, which ones stand out, and how some campaigns have remained timeless across generations. 

Many of us can immediately recall our favourite (or least favourite) ad. This might be nostalgic ads from childhood or significant moments in our lives. Or it could be a catchy jingle or slogan, designed to linger in our minds. It may even appear in this list! 

Ads are a cultural reference point in our everyday lives and offer a window into our society. They are more than just a marketing device – they contribute to art, entertainment and public discourse. Some ads even become so iconic, they go beyond their original purpose, becoming part of our language, humour, and culture. 

But just as society changes, so do the ads that we see and the advertising rules in place. What was once widely accepted in advertising and society may now be seen as outdated or inappropriate (to think cigarette ads once advised that smoking was ‘good for your throat’ and recommended by doctors, and confectionary ads claimed eating chocolate could help keep you slim!) As the ad regulator, we’re always monitoring the evidence and conducting our own research to make sure our rules are effective and proportionate. Even ads featuring some of the top 10 most memorable slogans, once considered acceptable, could face restrictions under our rules today. 

At the ASA, our role is to make sure that ads across all media are responsible, so people can trust the ads they see, hear and engage with. But we’re also passionate about celebrating great ads, so this has been a fantastic opportunity to discover which slogans have stuck most in people’s minds, rather than the ones that have generated complaints! 

ASA Chief Executive, Guy Parker says: 

“Ads have the unique power to connect with people and this list of the UK’s most memorable ad slogans reminds us of just how iconic some slogans, straplines and campaigns have become. These slogans aren’t just marketing tools, they’ve become part of our language, humour and shared experiences, reflecting the essence of British culture and the creativity of the ad industry. At the ASA, we’re proud to celebrate the ads that people love while ensuring they remain responsible and trustworthy for everyone.”  

This research was conducted by YouGov Plc on behalf of the ASA and involved an online survey of 6808 adults. Fieldwork was undertaken between 8th - 29th July 2024.  

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