Best B2B & Services Campaigns of All Time

B2B and services advertising spent decades being proudly dull, as if seriousness and boredom were the same thing. They are not. The best work in this category figured out that buyers are still people, even at 9am in a procurement meeting, and that a sharp idea outsells a feature list every time. Selling something invisible - software, insurance, a service - means the idea has to do the explaining the product cannot. Below are the campaigns that made the unglamorous memorable, each deconstructed down to the strategy and craft that earned the attention.