10 creative ads I've collected this week:
1. Staedtler Highlighter
2. Pedigree - Dog Adoption
Principle: The Substitute
Position your product to fill empty voids.
"When your kids leave home, replace them"
3. Lego - Creativity Forgives Everything
Principle: Inelastic Budgets
If you're selling to parents -- frame your product as an investment in their child's potential.
"Creativity forgives everything"
4. Doli Allergie
Principle: Darth Vader > Anakin Skywalker
10x the problem.
Darth Vader is scarier than Anakin Skywalker.
5. NyQuil
Principle: 2+2 = ?
Set up the 2+2 and let them figure it out.
6. NHS - Mental Health
Principle: Experience > Symptoms
Don't focus on the symptoms.
Focus on what the symptoms feel like.
7. Listerine - Whitening
Principle: The Infinite Metaphor
If you're selling white teeth - there's thousands of scenarios you can use in ads.
8. Parker Pencils
Principle: The Contrast Effect
If you're selling the Netflix of your industry -- use the Blockbuster to contrast yourself against it.
9. Wrigley Chewing Gym
Principle: Create a new category
"Don't let lunch meet breakfast"
Chewing gum doesn't just fix bad breathe - it cleanses your pallet.
10. Berlitz - Improve Your English
Principle: The Nightmare Scenario
Show them the worst-case scenario if they don't use your product.
Watch till the end. Gold.
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Read by advertisers at Lego, Nike, Red Bull, Ogilvy, and Pepsi.
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