Thread by @The_AdProfessor

The 10 most creative ads I've collected this week:

1. Luxor Highlighters

2. Bumble

Principle: Stack the memes

Meme 1 = "Life is too short"

Meme 2 = "Binge watching Harry Potter"

Stack those memes -- and then sell your product.

3. Fit4Less

Principle: Zig where others zag

There's so much brand safety in 2023.

Stand out by doing the opposite.

4. Summoners Greed

Principle: Break the 4th wall

If you're running out of ideas -- try calling out the elephant in the room.

5. Range Rover

Principle: Create an us vs them

Show the mediocre normal -- and then show the exclusive club you're selling.

6. Plum Guide

Principle: Sell the YOLO

Everyone is procrastinating on their next holiday.

If you remind them how scarce life is, you create activation energy.

7. Huel's Reddit Ads

Principle: Jab-Right Hook

The reddit crowd might be the hardest to advertise to -- Huel have leaned into this by looking like a native Reddit post.

8. World Wildlife Foundation - Endangered Animals

Principle: Change 1 variable

Use the same image -- but change 1 variable.

This advertising technique has been around since the start of advertising -- and will never go away.

9. Spacegoods

Principle: Create an enemy

Coffee is the enemy (Darth Vader) -- and Spacegoods is the saviour (Luke Skywalker)

10. Honda

True story: This ad was voted the best ad ever according to the Drum.

It may have accidentally launched the global AMSR industry.

Every ASMR ad on TikTok right now is the grandchild of this advert.

If you enjoyed this - I put together my 10 year career in advertising into this:

"How To Make Great Ads"

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