The most creative ad copy of all time
21 examples:
1. Depression awareness
2. Land Rover
Principle: The U Turn
Step 1 - Take them down a predictable path (Returns policy)
Step 2 - U-turn to something they didn't predict
3. Nike
Principle: 4 Words
"If I had more time, I would have written a shorter letter" - Cicero
4. Diahitsu
Principle: The Reframe
Step 1 - Find sexy product in the industry
Step 2 - Reframe the benefits so you're sexier than them
5. Wall Street Journal
Principle: Trim The Fat
4 words. Pure gold.
"If I had more time, I would have written a shorter letter"
6. Hyposwiss
Principle: Punchline First
Write the punchline: "They like us because of our honesty"
Then write the set up: "We like our clients because of their money"
7. New Balance
Principle: The Unexpected Connection
8. Fiverr
Principle: The Handbrake Turn
Use the headline to capture their attention...
And the small print to take a handbrake turn.
9. Transport For London
Principle: The Contrast Effect
Use the 1st sentence to create a small win.
Use the 2nd sentence to create a massive loss.
The 2nd sentence feels more extreme due to the contrast of the 1st sentence.
10. The Economist
Principle: Create an Anti-Customer
11. BMW
Principle: The Rule of 3
Use the 3rd line to take an unexpected left turn
12. Hinge
Principle: Call out the elephant in the industry
13. AHM - Health Insurance
Principle: Lyric Hacking
Step 1: Find a song lyric everyone in the world know
Step 2: Slot your product into it
I've got 99 problems but X ain't one.
14. Porsche 944S2
Principle: Hypnotic Identity Bias
If you don't think this car is exciting -- you must be dead. Therefore if you're not dead, you must think it's exciting.
The most hypnotic ad copy ever.
15. Reed Jobs
Principle: The Double Meaning
Looks like an ad about sex... Actually an ad for a job board.
16. Rolex
Principle: Sell The Dream... Then The Product
This is hypnosis:
"If you were achieving your dreams, you'd be wearing our product"
17. Lewis Capaldi
Principle: The Humble Brag
Balance out your bragging with self-deprecation.
People prefer 9/10 over 10/10.
18. Toronto City - Anti-littering ad
Principle: Fork The Common Phrase
19. Plum Holidays
Principle: Sell the YOLO
Everyone is procrastinating on their next holiday.
If you remind them how scarce life is, you create activation energy.
20. Toyota
Principle: The Original
If you can't advertise the latest sexy technology -- call yourself the original version.
21. BMW
Principle: Reverse Hypnosis
If you know about cars, you want a BMW.
Therefore, if you don't want a BMW, you don't know about cars.
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