Coca-Cola

The 1979 commercial featuring Pittsburgh Steelers defensive lineman "Mean" Joe Greene, in which he gives his game jersey to a thrilled young boy after drinking the fan's Coke, is among sports' most memorable.

Because of its simplicity, one linking generations and ethnicities in an extraordinarily emotional context, the impact of this ad has endured. In the ad, Greene is offered a Coke by a young boy as the hall of fame player limps his way through a stadium tunnel. Greene initially declines the gesture, but eventually gives in and drinks the entire Coke in one fell swoop. As the child turns to walk away, Greene smiles and, in appreciation, tosses his game jersey to the child.

The ad was so widely acclaimed by Coke, its loyal consumers, and the advertising community that Coke initiated similar campaigns around the world, using sports heroes from Brazil and Thailand in customized international spots.

Coke's ability to link its product to the emotional side of sports while reinforcing the company's close attachment to it provided Coke an additional measure of authenticity to its targeted audience. After all, what is more universal than a child learning a life lesson from a sports hero and, to some, a role model?