The Ad Professor Profile picture
Jul 19, 2023 13 tweets 4 min read Read on X
I collect ads like billionaires collect passports

The 10 most creative ads I've collected this week: Image
2. The Beetles vs The Beatles

Principle: The ultimate play on words

The Beetles (car company) re-created The Beatles (band) album cover.

Genius. Image
2. Durex

Principle: Present the opportunity cost

You can buy a condom -- or you can buy a dummy for your baby. Image
3. Lotus

Principle: Create your own category

This opening line creates a new category.

It can be used for anything: "It doesn't compete with other project management software. It competes with drugs" Image
4. 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. Image
5. Lemon, Ice & Alcohol

Principle: Break the 4th wall

If you are running out of ideas -- that can be the idea. Image
6. Canon

Principle: Embrace the inner nerd of your super customer Image
7. Staedtler Highlighters

Principle: The 2nd Read

This ad is like a Christopher Nolan movie.

The multiple layers makes you want to read it again and again. Image
8. British Airways Holiday

Principle: Avoid the corporate speak

Nobody ever actually travels for "business or leisure".

If you want customers to like you, use the language they actually use. Image
9. Bose Headphones

Principle: Contrast your selling point with the most extreme setting

It's impossible to view this ad without a change in your heartbeat Image
10. Everything Is A Tide Ad

Principle: Meta Marketing

This ad was voted in the top 100 ads ever

Saatchi & Saatchi's genius idea: Show how every other advert uses Tide on its actors' clothing
If you enjoyed this - I put together "How To Make Great Ads"

It's my 10 year advertising career rolled into a set of principles.

Get it for free here: marketingplug.com
Next on the Professor's list this week:

• The most creative social media ads I've collected this week
• The most creative TikTok ads I've collected this week

Drop @the_adprofessor a follow to get them first.

I'm the Walter White of advertising. Image

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More from @The_AdProfessor

Jul 4
Car brands spend over $35B a year on advertising, more than almost any other industry.

Here are the 23 funniest car ads I’ve ever collected:

1. Daihatsu Image
2. Range Rover

Principle: Create an Exclusive Club Image
3. Volkswagen - Precision Parking

Principle: The 10x idea

Think of your new feature -- and then find the 10x absurd metaphor. Image
Read 26 tweets
Jul 2
The most creative ad copy of all time

21 examples and their lessons:

1. Nike

Principle: 4 Words

"If I had more time, I would have written a shorter letter" - Cicero Image
2. Depression awareness

Principle: The Small Text Reveal

Step 1 - Reader sees the big text

Step 2 - Reader thinks it's the sad looking person nearby

Step 3 - Reader sees the small text

Step 4 - Reader realizes Steffen is the person smiling in the distance Image
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 Image
Read 21 tweets
Jun 30
Advertisers spend billions every year on social media trying to stop people scrolling...

The 21 best scroll-stopping ads (last one should be illegal)

1. Meshki Image
2. LEGO

Principle: The Intentional Accident

Step 1: Make a mistake on purpose, prompting the audience to look for an explanation

Step 2: Slot in your product Image
3. McDonald's

Principle: Interface Hacking

Use a familiar interface - eg. a Spotify playlist. Image
Read 22 tweets
May 2
10 great hooks to stop the scroll:

1. Tabasco Image
2. Burger King

Principle: The Shock Hook

Step 1: Shock them with the hook

Step 2: Explain with the small print Image
3. Rolex

Principle: The Aspirational Hook

"If you had our product, you'd be way ahead." Image
Read 10 tweets
Mar 28
The 21 funniest ads of all time:

1. Detour Glasses Image
2. Larry L. Archie - Attorney At Law

Principle: The Handbrake Turn

"Just because you did it, doesn't mean you're guilty." Image
3. Olay Eye Cream

Principle: 10x the Benefit Image
Read 21 tweets
Feb 5
15 most creative ads I've collected this week:

1. McDonald's Image
2. Kellogg's

Principle: The Lollapalooza Effect

Charlie Munger has an idea called Lollapalooza.

It's when you stack multiple persuasion techniques together.

Kellog's new campaign uses nostalgia and wordplay and it speaks the audience's language. Image
3. Cadbury Dairy Milk

Principle: Make It Interactive

Use your marketing to get your audience involved in the ad. Image
Read 16 tweets

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