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The Ad Professor Profile picture
@The_AdProfessor
Jan 23, 2024 • 9 tweets • 3 min read • Read on X
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The best copywriting I've collected this week:

1. Tesla Cybertruck Image
2. Oatly

Principle: Breaking The 4th Wall Image
3. Loop

Principle: Steal The Meme

"Do Not Disturb" is copy that billions of people understand from smartphones. Image
4. The Children's Defense Fund

Principle: The Handbreak Turn

Speed down one road... and then hit a sudden hand break turn. Image
5. Frost Bank

Principle: Big vs Small

Step 1 - Get their attention with the big font

Step - Educate them with the small font Image
6. Timex

Principle: Create An Enemy

Position the competition as Darth Vader or "The Matrix". Position your product as Luke Skywalker or Neo.

Once someone explains this strategy to you -- you begin to see it everywhere. Image
7. KitKat

Principle: Seasonal Marketing

As the tempratures in the UK hit freezing, KitKat ran this ad campaign across bus stops in the UK.

"Have a brrr...eak from the cold" Image
8. Wild Turkey

Principle: Objection Handling

Reframe the conversation around pricing.

Via the incredible @goodmarketing_hq Image
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More from @The_AdProfessor

The Ad Professor Profile picture
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
The Ad Professor Profile picture
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
The Ad Professor Profile picture
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
The Ad Professor Profile picture
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
The Ad Professor Profile picture
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
The Ad Professor Profile picture
Jan 6
The best ads I made in 2024:

1. LEGO Image
2. Tesla Image
3. Nike Image
Read 24 tweets

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