Ranking: 15 most iconic tech commercials of all time

The most iconic tech commercials of all time earned that title primarily by becoming cultural landmarks and creatively and humanly redefining certain marketing formulas. Focusing on sensory experience and evoking emotions, rather than the product itself, advertisements like Old Friends (Meta), Alexa Loses Her Voice (Amazon), Dream Job (Google) e Double Life (Sony PlayStation) They have stood out over the years. Check out the full ranking below!

Welcome Home (Apple)

The technology commercial Welcome HomeThe video, released by Apple in 2018 to promote the HomePod, was directed by filmmaker [name missing]. Spike jonzeOscar winner. The short film advertisement, instead of selling the product by highlighting its technical specifications, focused on prioritizing the emotional and transformative experience that music provides in the home environment. 

Starring the artist FKA TwigsThe short film follows a young woman who arrives home exhausted after a day's work. When she asks Siri to play a song, she is transported to a parallel reality where her apartment distorts and expands into colorful, geometric shapes, following her dance moves. The intention is to highlight the sound quality of the HomePod, which not only plays music but is also capable of immersing the consumer in its own world.

Old Friends (Meta)

Old FriendsThe commercial during Super Bowl LVI in 2022 was used as a tool to introduce the concept of the metaverse following the company's corporate rebranding. MetaBy combining nostalgia with emotional elements, the company aimed to show that virtual reality is the future of social connections and not just any device.

In the campaign, a band of once-famous animatronics are neglected in the real world and become obsolete. After some misadventures, they manage to reunite through immersive virtual reality (VR), focusing on breaking down the barriers of the physical world through the new digital universe provided by the headset. goal quest 2.

Empowering (Microsoft)

The technology commercial Empowering da MicrosoftThe commercial aired during the 2014 Super Bowl marked the beginning of the CEO's era. Satya NadellaThe campaign avoided focusing on software or hardware, adopting a deeply inspiring and human tone to redefine the company's mission, highlight real stories of overcoming challenges with Microsoft technology, and project a more sensitive and socially conscious corporate image.

The main theme used to illustrate the commercial was the exciting story of Steve Gleason, a former NFL player diagnosed with Amyotrophic Lateral Sclerosis (ALS). The campaign demonstrated how eye-tracking and communication technology developed by Microsoft allowed gleason kept its voice active, making the company stand out for its inclusive technology. 

Chromebook for Everyone, Everywhere (Google)

The commercial Chromebook: For Everyone, Everywhere, launched by Google In 2015, it was a strategic milestone to consolidate the Chromebook as a democratic and accessible alternative to traditional laptops. The commercial used a universal tone, positioning the Chromebook in addition to It's a niche product. It was marketed as an indispensable tool for various lifestyles, including students, travelers, explorers, and creators.

Hello (Apple)

The Apple commercial Hello It was a direct follow-up to the Macintosh launch campaign in 1984. While the previous advertisement... 1984 (which is also included in this list), it was conceptual and did not display the product, Hello It functioned as the great revelation, highlighting the user-friendly graphical interface and revolutionary capabilities of the Mac, ending the era of more complex computers to operate.

The high point and most memorable moment of this campaign as a whole is the computer presentation scene by Steve Jobs On January 24, 1984, the Macintosh itself synthesized the human voice on the screen, saying: "Hello, I am Macintosh." This pioneering act for a personal computer solidified the vision of... Apple The idea was that the machine should be accessible and establish a personal relationship with the user, fulfilling the promise that the Mac was "the computer for the rest of us."

Alexa Loses Her Voice (Amazon)

The technology commercial Alexa Loses Her Voice was the main attraction of Amazon The campaign, which won the USA TODAY Ad Meter award for Super Bowl LII (2018), used humor as its main tool. Alexa loses voice and Amazon The company is searching for replacements among top celebrities to demonstrate the value and difference that having a voice assistant makes. This message solidified Echo's position in the smart device market.

The commercial stood out for its cast of artists such as Gordon Ramsay, Rebel Wilson, Cardi B e Sir Anthony Hopkins, whose exaggerated personalities attempted to respond to commands, resulting in great chaos that even featured a special appearance by the CEO himself. Jeff Bezos.

Dream Job (Google)

Dream job was the main bet of Google as a commercial during the 2025 Super Bowl, aired with the purpose of promoting the assistant. Gemini Live AI on smartphone Pixel 9. Created by Google CreativeLab and directed by the filmmaker Henry-Alex Rubin (Murderball, Girl, InterruptedThe advertisement stood out for its extremely humanized approach, in contrast to the popular fear surrounding artificial intelligence.

The campaign shows a father preparing for a job interview, using the Gemini Live as a conversational tool. The protagonist, however, discovers that the most valuable lessons for the corporate world came from his experience as a father, recontextualizing the challenges of parenthood. The main message is that Gemini was created to be a support tool for personal connections, not a substitute for life experiences.

We All Win (Microsoft)

The commercial during the Super Bowl We All Win was the bet of Microsoft In 2019, it became a landmark in advertising for its focus on inclusion and accessibility. The ad highlighted the Xbox Adaptive Controller, an innovative device for gamers with limited mobility. Instead of graphics or celebrities, the narrative was based on the real and inspiring stories of young people who described their difficulties with standard controls.

Acclaimed by critics and audiences alike, the commercial humanized technology and reinforced the company's social commitment. Microsoft, winning the prestigious Kellogg School Super Bowl Advertising ReviewThe campaign elevated the discussion about universal design, proving that inclusion is a powerful storytelling driver.

Someday (Apple)

Aired in 2025, the commercial of Apple , SomedayThe campaign, which promoted the AirPods 4 headphones, was an instant success that brought the brand back to the top of creative advertising. The campaign is a short film directed by the Oscar winner. Spike jonze and starring none other than Pedro Pascal. The plot follows PascalA man, initially melancholic and living in New York, dramatically transforms his reality after putting on his AirPods. Active Noise Cancellation (ANC) It isolates external noise, filling the city with vibrant colors and choreography.

The campaign generated significant global attention, in part due to its soundtrack which includes the song. Perfect (Sam i, Tropkillaz, Bia & MC Pikachu), ensuring that Rio de Janeiro funk was featured in global advertising, and also due to the excellent choreography directed by Tanisha Scott.

Double Life (Sony PlayStation)

The technology commercial Double LifeReleased in 1999 for the PS1, it is the most iconic and acclaimed campaign in the history of the franchise. PlayStationThe advertisement stood out for shifting the focus of video game advertising from technical specifications to the human experience and escapism. It features ordinary people reciting monologues about the extreme adventures they secretly live, contrasting them with their everyday lives. The main message is that the brand offers gamers a "double life," culminating in the slogan "Don't underestimate the power of..." PlayStation".

This approach attracted a diverse audience and established video games as entertainment. mainstreamThe commercial had a huge impact, becoming the most awarded in the world in 1999/2000 and being inducted into the Hollywood Hall of Fame. Clio Awards in 2007. 

Parisian Love (Google)

Aired during the 2010 Super Bowl, the commercial Parisian Love It was a turning point for the GoogleFor the first time, the company used the event to promote its most basic product: search. The ad stood out for its minimalism and deeply human narrative, which unfolds entirely within the search window. The premise follows, through typed searches, the love story of a couple, from their first meeting to their wedding and the birth of their child.

The concept originated from a briefing by Google to “remind people of what they love on Google Search,” using everyday searches to prove that technology is not just utilitarian, but rather the ubiquitous bridge that connects people to the most important moments of their lives.

The Next Big Thing (Samsung)

Released in 2011, the technology commercial The Next Big Thing It was the most direct attack of Samsung to the domain of Apple in the market smartphonesTaking advantage of the fact that the Galaxy S II It already offered features like a larger screen and 4G, factors that were absent in the previous model. iPhone of the time, the Samsung It positioned itself as the innovative challenger. The commercial satirized the fanaticism of consumers of Apple The image showed everyone in long lines, camped out, and discussing rumors. The message was clear: the "next big thing" was already available and didn't require queuing.

The commercial reinforced that the consumer of Apple It lost innovation due to blind loyalty, showing the confusion of the "fans" in line when they saw someone happily using a SamsungThe campaign was a resounding success, helping the brand to significantly increase its market relevance and consolidate itself as one of the most profitable giants in the sector.

Get a Mac (Apple)

The commercial of Apple Get a macThe Mac and PC campaign, launched in 2006, was one of the most successful and memorable in the brand's history. The idea was to emphasize the differences between the Mac and the PC. The campaign, developed by TBWA\Media Arts Lab, was simple and creative. It generated more than 60 commercials and always focused on a humorous dialogue between Justin Long, representing the cool Mac, and John Hodgman, who played the regular, old-fashioned PC. 

The Apple The goal was to humanize the technological debate, focusing on the experiences and personalities of the systems, rather than complex specifications. Each 30-second commercial humorously highlighted a disadvantage of the PC (viruses, complex upgrades, or slowness) in contrast to the ease of use and stability of the Mac. As a result, Mac sales increased and... Apple It has become a brand recognized for its high quality. 

Think Different (Apple)

The Apple commercial Think different It was the masterstroke of Apple in 1997, after the return of Steve Jobs, when the company was on the verge of bankruptcy. The strategy aimed to associate the Apple to a philosophy of innovation and rebellion. 

The iconic tech commercial video used black and white footage of visionaries such as Albert Einstein, Mahatma Gandhi e Martin Luther King Jr., conveying the message that the user of Apple He belonged to that same group. Steve JobsAlthough skeptical, he ensured the campaign's impact by opting for narration by Richard Dreyfuss instead of their own voice, keeping the focus on the essence of Apple The campaign's success was crucial: it revitalized the public image and served as a tool for the company's financial and technological turnaround.

1984 (Apple)

The commercial of Apple , 1984, is the most iconic in the history of technology and marked the launch of MacintoshAired during the 1984 Super Bowl, the commercial was directed by the renowned filmmaker. Ridley Scott (Alien, the 8th passenger e Gladiator).

A Apple It was marketed as an innovative brand that would stand out among existing technologies. The idea behind the commercial was to highlight the feeling of revolution and spark consumer curiosity. Therefore, the video didn't show the product itself, but focused on the sensations it could provide through the proposed narrative.

The narrative shows uniformed workers mesmerized by a screen, until a heroine runs in and throws a hammer, destroying the authoritarian image of "Big Brother." The commercial ends with the powerful phrase: "On January 24th, Apple Computers will introduce the Macintosh. And you'll see why 1984 won't be like '1984'."

Now we want to know: what do you think is the best tech commercial of all time? Tell us in the comments! Comment below!

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Text revised by Alexandre Marques in 25 / 11 / 2025.

Sources: PlayPlay, TechCrunch e Hollywood Reporter