23 creative ads I collected this year:
1. Nescafe
2. Luxor
Principle: Show, Don't Tell.
Genius way to advertise a highlighter.
3. Nike
Principle: 4 Words
"If I had more time, I would have written a shorter letter" - Cicero
4. Loctite
Principle: Topical Event Hijacking
5. New Balance
Principle: The Unexpected Connection
6. KFC
Principle: Anti-Fragile
Turn your copiers into sexy social proof.
7. Lewis Capaldi
Principle: The Humble Brag
Balance out your bragging with self-deprecation.
People prefer 9/10 over 10/10.
8. Nicotinell
Principle: Appeal to their vanity
If you want someone to quit smoking, don't give them an emotionless statistic.
Hit their fear of looking old.
9. British Airways
Principle: A picture paints a 1,000 words
"The world's fastest airline"
London > Singapore in a blink of an eye.
10. Stadetler Highlighters
Principle: Lollapalooza effect
Charlie Munger has a concept called Lollapalooza: It's when you combine multiple persuasion techniques at once.
This ad combines iconic association, storytelling, AND showing the product in action.
11. iPod Shuffle
Principle: The Product Map
12. KitKat
Principle: User Interface Hacking
Looks like a Google calendar that their brain sees every day -- and then you realize it's an advert.
13. Surreal
Principle: If you can't afford celebrity endorsements, think outside the box.
14. Innocent
Principle: Ride Waves
Innocent launched this ad while Apple was announcing their new iPhone.
Let your ads ride the wave of topical events.
15. X Box - Life Is Short
Principle: Nothing increases virality like a banned ad
This ad was banned from TV in 2002.
It then got shared 1 million times via email -- making it one of the first ever viral ads.
16. Barilla Pasta
Principle: The Greatness Stack
Show the icons... and then take a sudden left turn.
17. Iceland anti-drink driving
Choose who will drive you home: Ambulance, police, funeral hearse -- or taxi.
It feels like an open question, but you've already given them the answer.
18. Lego
Principle: Inelastic Budgets
If you're selling to parents -- frame your product as an investment in their child.
19. Band Sports - 24-7 Sports Channel
Principle: The Subtle Joke
People love British humour because of how subtle it is.
This is gold.
20. Coca-Cola Light
Principle: The 10x
10x the benefit you are trying to advertise to make the point.
21. Bose - Noise Cancelling Headphones
Principle: Contrast your selling point with the most extreme setting
It's impossible to view this ad without a change in your heartbeat
22. Keloptic Glasses
Principle: POV hacking
Everyone has had the experience of putting on glasses and seeing differently.
Notice how this ad was done with the viewer in mind. Genius.
23. Nike - No Excuses
Principle: The Plot Twist
Take the customer down one road... And then do an aggressive hand break turn.
The best ending to an ad ever?
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Read by advertisers at Lego, Nike, Red Bull, Ogilvy, and Pepsi.
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