Sakshi Choudhary, Executive Creative Director at Ogilvy Chicago, discusses the key campaigns that have not only shaped her creative journey but also pushed the boundaries of advertising. From revolutionary concepts to thought-provoking strategies, Choudhary reveals how asking the right questions has fueled some of the industry’s most unforgettable moments. Dive into the mind of one of the industry’s most innovative creatives as she reflects on the power of asking "why."
Which 5 advertising campaigns (across any medium—print, video, OOH, social, etc.) would you consider your favorites?
I have a long list of favorites, but my all-time picks are Cadbury Gorilla, Dutchie Love your Gut, Fevicol Bus, Harvey Nichols Sorry I Spent it on Myself and Vice Unfiltered History Tour.
Dutchie Love Your Gut
What elements or creative strategies from these top 5 campaigns do you believe set them apart from others in the industry?
All of these ideas were born from a foundational question – WHY.
Why do we need to feature chocolate in a chocolate ad? Why should health communication always be educational? Why do holidays have to be all about sharing? Why does a B2B furniture glue brand need to show furniture? Why should a colonizer dictate a historical narrative?
Harvey Nichols Sorry I Spent it on Myself
These ads prove that creative effectiveness often sits at the edge of challenging norms, breaking traditional boundaries and taking risks.
Fevicol Bus
Have they influenced your own work? If so, how?
Absolutely! These pieces of work inspire me to ask questions throughout the creative process, right from briefing until production. This relentless drive for curiosity has often led to some of my most fulfilling work. I’ve made a cocktail ad without cocktails for Absolut (The World of Cocktails), reviewed my own ad as an ad for the Chicago International Film Festival (Critics Welcome), and given voice to the 1% germ in a category that’s all about killing 99% germs (Lysoform Last Germ).
Vice Unfiltered History Tour
If you had to choose one campaign from your top 5 that you wish you had been part of, which would it be and why? What do you think made it so successful in resonating with audiences?
I’d have loved to be a fly on the wall when Cadbury’s Gorilla was concepted and sold. What led to the idea of a gorilla, why was the gorilla playing drums to the iconic Phil Collins song, what made the clients believe in the idea.
To me, Gorilla was successful because it was simply disruptive and entertaining. It wasn’t trying too hard to force you to eat its chocolate. It was just made to be as joyful as eating the bar itself. Think about it – it was culture, not an ad.
Cadbury Gorilla
