This poster is often cited as being instrumental in the fall of James Callaghan's Labour administration, and certainly changed the way political advertising was done in the UK. It launched the brothers Saatchi's advertising agency kingdom and put Margaret Thatcher in power. All of this was done with a pun! Or play on words, if you prefer.

Ad agency: Saatchi & Saatchi Art Director: Martyn Walsh Copywriter: Andrew Rutherford